Part 1: Hypothesis Evaluation

In Chapter 13, you learned about the steps involved in hypothesis testing and the types of errors that can occur during this process. This assignment will allow you to demonstrate your understanding of these concepts and apply them to the field of marketing research.

• Explain the procedure for testing hypotheses and potential errors.
• Discuss the distinction between null and alternative hypotheses.
• Provide 23 examples of how to create hypotheses for marketing research.

Part 2: Marketing Research Proposal

A research proposal aims to convince others that your proposed research project is both valuable and feasible and that you possess the necessary skills and work plan to complete it. Regardless of the research setting or methodology selected, the research proposal must address the following fundamental questions:

• What do you intend to accomplish?
• Why is it important to conduct this research?
• How do you plan to achieve your objectives?

Essentially, a research proposal is a document created by a researcher that provides an overview of the research they intend to conduct.

A research proposal aims to justify the need to investigate a research problem and to offer practical approaches for conducting the study. As the design elements and procedures for conducting the research are guided by requirements within the particular discipline in which the problem is situated, the expectations for research proposals are generally more rigorous and less formal than those for a typical project proposal.

The primary purpose of a Marketing Research Proposal is to define the issue that the research aims to investigate. If the proposed research is of significant scope, a timeline with important milestones or a Gantt chart may be appropriate.

As a member of the marketing department at your company, the marketing manager has assigned you the role of the project manager to lead a team in creating a marketing research proposal to present to the CEO.

To gather ideas for the content of some of the sections in your proposal, you may refer to Appendixes 1-A in the textbook, which features a "Marketing Research Proposal." However, your submitted proposal must adhere to the outline below and use the headings presented.

Identify the company for which you will conduct the research using the random scenario generator link below. Take a screenshot of your random scenario generator (RSG) result to upload to your proposal.

Random Scenario Generator: Industry List

Before you begin working, consider the following as you go through this list of steps to get started:

Steps 13 were already done in the Discussion Topic 3, where you received feedback from the instructor on your research topic and company.

1. Determine the topic of your research (identified in Discussion Topic 3). For example, your topic of research could look like this:
   1. Do consumers believe switching brands can be complicated?
   2. How many consumers will actively avoid coupons?
2. Identify the purpose of your research. This could involve determining whether your company should cater to a different demographic group, evaluating the need for a new store location, or assessing the potential for launching a new product.
3. Determine the goal of your research, establish your research objective, and define your goals. Who is your target audience? Which segments and demographics are you trying to reach?
4. Examine various research methods and decide which one(s) you will employ and why. Determine what type of information each method can assist you in gathering and identify the necessary steps for collecting that data. Additionally, plan how you will analyze the data once it has been collected.
5. How will you present the findings?
   1. What expenses do you anticipate incurring?
   2. Whats the time frame for your research tasks (with proposed due dates)?
6. Do you need to make the company aware of any ethical considerations with this study?
7. Are there any assumptions you are making?
8. What is your understanding of the target market? The product? The company you anticipate you will gain from conducting this research?
9. What company are you conducting this research about?