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1500 words

Introduction

This assignment is your opportunity to begin researching your research problem. You will start with secondary research, because it is typically the cheapest and easiest way to learn about your product and the marketing research problem. This will also help you to refineyour research problem and gain insights in choosing elements in the research process.

Instructions

In a report of no more than 1,500 words, describe what you have done in finding secondary research data in solving your research problem. You should try to lay out your information logically. Often, you must include the following headings (bold):

1. You should start with a brief introduction in which to connect the why, what and how of the study that you have written from your assignment 1. You should also state briefly what you are trying to deliver (or show the reader) in this paper.

2. You will need to show the reader(s) how and where your data is obtained. What are your criteria in choosing the data? This section also called the methods.

3. After clearly stating how the data is obtained, you can then present your data (also known as Findings). Focus on the information that is relevant to your research problem. On a bad day, you might only find one or two relevant and creditable sources after a search of over 10 documents. Only include the relevant ones instead of "stuffing up" the "fluffs". This won't help improving your paper. Every source that you chose to include has a purpose and/or you are trying to make a point across or to prove something. You should be able to find at least 15 good sources of information that you would reference in your assignment. You may choose to include information about the following

Customers

Competitors

Supply chain (suppliers, distributors, wholesalers, etc.)

General industry information

Relevant economic information

Other (that will support your arguments)

4. After you've shown your findings, you should logically argue why those findings could help understanding the research problem. This section also known as Analysis. What are your assumptions and interpretations to the findings? Why they are important for you to understand your research problem? It depends on your writing style; most students like to combine this section with the Findings paragraph(s).

Then, use the heading Findings and Analysis. Your report should go beyond a simple summary of observations and facts. You must debate or argue why those data is useful. Listing the sources without good justification will only get 10 marks (see assessments criteria above).

5. The final paragraph(s) should be devoted to your research implications and conclusion. This section illustrates the research implications for your marketing problem and your research design. You should be very clear about how your research has enabled you to improve the following:

Your description of the marketing research problem: Use the information you have gathered to either confirm or modify the marketing research problem that you made in your initial research proposal. Did the new data provides new thoughts on your research problem?

Your research design: This is only your first step in researching your research problem; like an interim report. Have you learned something that will enable you to be more specific with your research questions, your hypotheses, your choice of participants/respondents, etc.? Did the data help you to write some of your question of your next assignment? How can the data you found help you make decisions in your research design?

Your answer to the problem: Your research may uncover information directly relevant to your marketing research problem. If it does, how you are going to refine your research problem differently (i.e., to research something that is not yet known) If it does not, then reaffirm the importance of your current research problem and state how you are going to dig into the issues further in your next assignment (focus group research).