Part 1: Marketing Research Business owners and managers often identify problems they need help to resolve. In
Question:
Part 1: Marketing Research
Business owners and managers often identify problems they need help to resolve. In such situations, additional information typically is needed to make a decision or to solve a problem. One solution is a marketing research study based on a scientific research process. In this assessment, you are on a quest to identify and develop a problem statement for a marketing research study.
Scenario:
You are the new director of marketing for AARP. You are exploring AARP to identify a marketing-related problem or opportunity to study using marketing research principles. Your goal is to explore AARP's marketing strategy to identify a marketing-related problem or opportunity to study. You will be submitting a report detailing a problem or opportunity to study to C-level executives for their approval. Use the following criteria to explore your chosen award-winning organization and to identify a marketing-related problem or opportunity to study.
You can learn a lot about a company by engaging in several different activities to define an existing problem or possible upcoming opportunity. Investigate AARP to identify any existing problems the organization may be experiencing or a possible opportunity for the company. Visit AARP's social media pages and websites to identify a problem the organization may be experiencing. If possible, contact the organization and ask them what problems they may be experiencing or possible upcoming opportunities. Using thedescriptive writingtechniques:
- Identifying a Company:
- Describe AARP and its brand.
- Explain the industry in which AARP operates.
- Describe the markets AARP serves.
- Marketing Research Proposal
- marketing research proposal outline for a study using the general outline located on page 43 in your textbook.
- a table of contents for your marketing research study.
- Use headings to segment the topics in your writing in order to flow ideas for your reader.
- Information Research Process:Explore social media sites and websites for AARP. Under the "Purpose of the Proposed Research Project" heading, address the following inquiries in this section.
Use The 8 Steps to Strategic Success: Unleashing the Power of Engagementbook to address the following:
- Identify one marketing-related problem or opportunity related to each of the political, economic, social, technological, legal, or environmental factors that influence marketing decisions for AARP.
- Identify one marketing-related problem or opportunity based on each of the Strengths, Weaknesses, Opportunities, and Threats that influence marketing decisions for AARP (pages 34-36 in your textbook).
- Use secondary research to substantiate your perspectives and observations (pages 30-32, and 55-65 in your textbook).
- The Marketing Research Problem:Based on your conclusions derived from the information research process, choose and explain the most interesting marketing-related problem or opportunity for AARP that was identified during the information research process. A concise purpose statement detailing one marketing research problem to study by addressing the following inquiries in the "Purpose of the Proposed Research Project" section of the proposal:
- Based on your situation analysis, describe a marketing problem or opportunity that management needs to solve for AARP using thisSituation vs. Problems video.
- Explain the purpose of the marketing research study for a marketing-related problem or opportunity for AARP (pages 34-36 in your textbook).
- Use secondary data to substantiate the need for a study to solve the identified problem or opportunity (pages 65-66 in your textbook).
- The Marketing Research Questions and Objectives: marketing research questions and objectives in connection with the marketing research problem under study. Under the "Purpose of the Proposed Research Project" section of the proposal, a "Research and Objectives" subheading and address the following inquiries:
- three (3) research questions must be answered as a result of the marketing research study (refer to pages 37-38 in your textbook).
- Each research question should be limited to one topic and must identify the relevant units of analysis (refer to pages 36-37 in your textbook).
- Specify the objectives of the research to serve as a guide for the marketing research study (refer to page 38 in your textbook).
International Marketing And Export Management
ISBN: 9781292016924
8th Edition
Authors: Gerald Albaum , Alexander Josiassen , Edwin Duerr