PROJECT ASSIGNMENT
MKTG 3342 – MARKETING RESEARCH
1.
Overview
1.a.
Assignment
As a requirement of Marketing Research, MKTG3342, you must
complete a project as a member of a research team. For this
assignment, each team will research a marketing issue for our
client, the SMU Athletic Department. The project will require
analyzing secondary data as well as gathering and analyzing data
using a questionnaire. Teams will then compile report their results
in an MSPowerpoint presentation.
1.b.
Objectives
1.b.1. Provide a “live” application of marketing research to improve
your understanding of the marketing research process and
your ability to use relevant techniques.
1.b.2. Evaluate your marketing research skills and knowledge.
2.
Requirements
2.a.
Overview
The research project will done in the following steps:
2.a.1. Understand the managers’ issues – You need to learn what
issues the manager faces. Obviously, this will require that
you listen to the managers who visit the class to discuss
their issues. Based on your understanding of these issues,
your team will define objectives for the subsequent research.
2.a.2. Conduct background research – Gather relevant secondary
data that bear on the research questions. The secondary
data will come primarily from external information sources,
but may also include internal data from the client. You may
also want to interview a few customers to gather additional
information.
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2.a.3. Submit questions for a questionnaire – Each team will
develop a questionnaire to administer to the client’s target
customers. The questions should address the research
objectives and follow from your background research.
2.a.4. Administer the survey – Administer the questionnaire to at
least twenty customers per person on your team. In other
words, if your team is comprised of five people, you should
get at least one hundred responses. No sample sizes of
less than eighty will be accepted.
2.a.5. Analyze the survey – Each team will analyze data from the
questionnaire using appropriate statistical techniques.
2.a.6. Report research results – Report the results of your analysis
and make recommendations relating to the management
decision problem. The research report should be in the form
of an MSPowerpoint presentation. You should provide one
copy of the research report for the client and one for the
professor.
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2.
Milestones
Dates
Sep 9
Requirement
Introduction &
Team
Formation
Task(s)
The class will meet with management from the
SMU Athletic Department to learn about their
issues and ask questions. Also, submit names of
team members, between four and six per team.
Sep 23
Project Day
Each team will meet with the professor to discuss
the management decision problem and research
questions.
Sep 30
Problem
Statement
Hand in a statement which identifies the
management decision problem and research
questions. Due at the beginning of class.
Oct 16
Project Day
Each team will meet with the professor to discuss
the survey; teams should bring proposed
questions for the survey.
Oct 21
Survey
Submit a tentative questionnaire. Due at the
beginning of class.
Nov 13
Project Day
Each team will meet with the professor to discuss
the analysis of data from the survey.
Dec 2, 5
Project
Presentations
Each team will do a twenty-minute presentation
of its project using MSPowerpoint during the
class period. Two copies of the presentation will
be handed in before the presentation.
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3.
Miscellaneous
3.a.
Grades
3.a.1. The project represents 25% to the students’ final grade for
this course. It will be graded on a scale of 0 - 25.
3.a.2. Upon completion of the project, each team member must
submit an evaluation of the contribution of all team
members. Grades will be affected by individual contribution.
3.b.
Rules
3.b.1. Collaboration within teams is obviously necessary.
Collaboration between teams is not allowed.
3.b.2. As always, the honor code applies. You must observe
intellectual property and copyright laws. No plagiarism is
allowed.
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