12 May EXPLAIN ALL THE DETAILS OF YOUR DESIGN, USING THE TOPICS WE HAVE COVERED IN CLASS
The project involves writing up a research proposal for a study that, if conducted, would help a manager make a better decision on some marketing-related problem. Note that you do not actually carry out the
research proposed in the term project (it is a proposal). You should assume that your client is an entrepreneur or business with a product or service that is of interest to you. Your client needs information about consumers in order to make a better marketing decision. Generally, the decision will involve how the manager can produce a better product, target consumers better, price the product better, or improve advertising or promotion strategies. You must research the industry, company, and product to create an effective research proposal; thus an appropriate list of references is required (a minimum of ten
references). Be careful not to rely on client websites, which are often PR vehicles that would not point out problems with the brand, its products, the industry, etc. The best sources for this research will be articles on your client firm and its industry, competitors, etc.; you may start with library networked
databases, such as LexisNexis and others found at http://www.lib.udel.edu/db/, to find articles. Use standard referencing procedures (e.g., APA or MLA) and avoid citing web sites if at all possible. Please do not cite the search engine from which you found an article—cite only the publication containing the article. Note: there is never a valid excuse for not doing this research! Lack of adequate research will result in a severe reduction in the project grade. The type of research you propose to do will be based on the topics we discuss in class (e.g., focus groups, surveys, experiments, etc.). So be certain to consult your text and think back to class discussions when working on your paper. The quality of writing in your paper matters. Though the paper will be graded primarily on the quality
of content, presentation quality does matter. Because communication skills have great consequences in a business career, I will greatly reduce the grade assigned to any proposal lacking organization (e.g., organizational headings and subheadings where appropriate, a conclusion, etc.) or with other serious writing errors (no page numbering, numerous typos, poor referencing, bad sentences, etc.) before grading for content. In the real world, clients will not accept proposals that are filled with sloppy writing and
errors. So, be aware that your writing and organization do matter and will affect the evaluation of your paper. The best way to improve the organization of your ideas is to begin with an outline and to incorporate a thorough set of headings and subheadings into your paper. A suggested set of headings
appears below.
Outline of Research Proposal
I. Introduction. Who is the client company? What do they do? What is the nature of the problem? What are the research questions you intend to address with the proposed study? Note that the research design you propose in this paper must address all research questions posed in the introduction. So be careful to include only research questions that will be addressed by the proposed study.
II. Background. Are there any theories or published studies that are relevant to the problem? For example, if the problem is whether the manager should use a comparative advertisement or a regular ad that does not specifically name competitors, you should research what is known about the effectiveness of comparative advertisements. Is there secondary data that may help the manager better understand the problem? This part must cite relevant secondary sources.
III. Research Design. What research design do you propose to study this problem (exploratory, descriptive, or causal)? Explain all the details of your design, using the topics we have covered in class (focus groups, survey, observation, experiment, sampling plan, analysis plan, etc.). Not all of these topics will be relevant for every study (for example, an experimental design is not necessary if a survey is to be conducted). It is very important that you describe exactly how the research design will be used to provide answers to the research question(s). For example, if the manager needs information on consumer purchase intentions to make a decision on whether to introduce a new product, demonstrate exactly what procedures and measures will
be used to provide information that helps the manager make this decision. The more detail you can provide on your research design (for example, what is your sampling plan?), the stronger your paper will be (assuming the details are well thought out!).
IV. Conclusion. What will be known if the client firm agrees to let you do the study? How will the study solve the problem or help the firm make a better decision? Why should they agree to let you do the study?
V. Appendices. If you are proposing a survey or experiment, you must give examples of scales that will be used to measure key variables. You might also find some secondary information you want to include in the form of tables or figures. Any items included in appendices must be cited in the text of the paper.
VI. References. You must have these, and you should not cite websites if you can help it.
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