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Overview:
Review the readings within ‘Marketing Research: Fundamentals, Process,
Overview:
Review the readings within ‘Marketing Research: Fundamentals, Process, and
Implications’ in this week’s course materials, focusing on Chapters 2-4. Think of a topic
you would be interested in studying from a market research standpoint and create a
plan to do so. Within the plan, be sure to define the problem, develop an approach to
studying the problem, formulate a research design, and share your methodology. Be
sure to include how you would complete the study, and what some of the research or
survey questions you would ask.
Instructions:
• Create and submit 2-3 page market research plan including at a minimum:
o Definition of the problem
o Approach to studying the problem.
o Define your research design and methodology.
o Share how you believe you would execute on the study (e.g., focus
groups, market testing etc. including sample sizes/ number of participants
if applicable)
• As a heads up for Unit 4, you will need to create a two+ slide deck summarizing
your study.
Requirements
A 2-3 page word document in APA style
Readings and Resources
Readings and ResourcesTextbook or eBook:Business Analytics: Data Analysis & Decision Making (7th Edition). Cengage Learning.When you think about polling, the ability to collect everyone’s input is not practical and most likely not possible. Many times, you cannot collect the full breadth of data so you rely on statistical sampling.Chapter 7: Sampling and Sampling Distributions
Articles, Websites, and Videos:Marketing, or the ability to curate the communication of a brand or product to showcase its value to customers, is essential for almost all businesses. While the ultimate and most fundamental goal of marketing, such as sales or profit, can be easily measured, harnessing the full power of marketing requires delving into more complex data. For instance, understanding what your customers truly value and gaining insights about their thoughts on your brand or product. Gaining this insight is just one of the many use cases that require the use of qualitative research. The following readings elaborate on what qualitative research is and how to utilize it to enhance both understanding and decision-making.Rajagopal R. (2018), Marketing Research: Fundamentals, Process, and Implications. Chapter 1: Understanding Marketing Research. Nova Science Publisher Inc.
Rajagopal R. (2018). Marketing Research: Fundamentals, Process, and Implications. Chapter 2: Setting Research Scenario. Nova Science Publisher Inc.
Rajagopal R. (2018). Marketing Research: Fundamentals, Process, and Implications. Chapter 3: Market Research and Organizational Design. Nova Science Publisher Inc.
Rajagopal R. (2018). Marketing Research: Fundamentals, Process, and Implications. Chapter 4: Research Design Development. Nova Science Publisher Inc.
Hammersley Martyn (2012) Challenging the Qualitative – Quantitative Divide. Chapter 1: What’s Wrong with Quantitative Research. Continuum International Publishing Group.
Rajkumar Venkatesan, Paul W. Farris, & Ronald T. Wilcox. (2021). Marketing Analytics : Essential Tools for Data-Driven Decisions. Chapter 6: Marketing Experiments. University of Virginia Press.
Supplemental Resources:An overview of system thinking.Morganelli, M. (2020, Mar 18). What is Systems Thinking?. Southern New Hampshire University.
A review of how systems thinking was and was not used by businesses and the effect it had on outcomes.Monat, J., Amissah, M., & Gannon, T. (2020, May 2). Practical Applications of Systems Thinking to Business. MDPI.
The below is a set of videos that help review statistical experimenting and the different types of options within it. JoVE. (2024). Statistics in Practice.
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