Marketing Research Report

The assignment is an individual marketing research report. I was encouraged to be involved in a group marketing research project in which we were required to identify our own marketing research problem – Undergraduate Students who have joined the University of Westminster by clearing. For the marketing research project, we defined a marketing-related research problem at the beginning of the module.

The scope of the project should be appropriate for the application of both secondary and primary research. Particularly, we are required to define the research problem that is suitable for conducting both qualitative and quantitative research. It is essential to demonstrate a good understanding and application of both qualitative and quantitative methods. For qualitative research, two focus groups are required. For quantitative research, a survey with a minimum of 150 valid cases for analysis is required. The delivery of the report must reflect the rigor in the research design and the findings and recommendations must contain future insights for the information user.

Stage 1 was a Group Research Proposal, which my group and I have already written. I will email it to you in a minute. Feedback was given to progress to Stage 2, the Marketing Research Report.

The research proposal that we have done is a plan for the research. We worked in groups of 5 and received feedback from the tutor. We will have to identify the weaknesses for further improvement before going on to collect primary data for Stage 2, the Marketing Research Report.

Stage 2 is a Marketing Research Report which is supposed to be Individual. The marketing research report should contain both secondary and primary findings.

We will be assessed based on how well we:
• identify and define marketing research problem(s), (LO1)
• select, design and apply a combination of appropriate qualitative and quantitative methods to collect data (LO2, 3 and 4)
• execute the research design (in line with Marketing Research Society Standards and Guidelines/Code of Conduct) (LO5 and 6)
• provide answers and future insights to the research questions. (LO7)

Statements, assertions, and ideas made in coursework should be supported by citing relevant sources. Sources cited in the text should be listed at the end of the assignment in a reference list. Any material that you read but do not cite in the report should go into a separate bibliography. Unless explicitly stated otherwise by the module teaching team, all referencing should be in Westminster Harvard format. If you are not sure about this, the library provides guidance (available via the library website pages).

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