The Marketing Research Project
Purposes of the Project
1. Give you practical experience at
conducting a marketing
research project.
2. Develop a systematic
understanding of consumer
perceptions of e-security.
3. Develop a systematic
understanding of consumers’
role in e-security.
Benefits to be Gained
1. Practical experience
2. Exposure to a
professional experience
3. Satisfaction of producing
a product
4. Application of skills
Major Project Phases
1.
2.
3.
4.
Questionnaire Development
Primary Data Collection
Data Input and Analysis
Marketing Research Report
Outline of the Research Report
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Title Page
Introduction
Objectives
Research Design and Methodology
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Research Method
Sampling
Data Collection
Tabulation and Analysis Procedures
Sample Description
Continued on next slide
Outline of the Research Report
• Results
– Description of outcomes associated with each statistical
procedure employed
– Description of outcomes associated with each hypothesis
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Conclusions
Recommendations
Limitations
Appendices
Description of the Sample
• Meant to familiarize the reader with the
characteristics of the respondents
• Thus, primarily want summary tables or
graphs of key descriptive characteristics
• Use percentages, not the raw numbers
• Mention 2 or 3 of the key characteristics
of the sample.
• Refer your reader to the Annotated
Questionnaire (in the Appendix) for a
complete analysis of the sample
Statistical Outcomes
• Discuss outcome of all statistical
procedures
• Describe the findings for EACH
hypothesis.
• Do not simply repeat the
information in your data tables.
• Do not explain what the results
mean – you’ll do that in the
Conclusions section.
Conclusions & Recommendations
• While not the most extensive, are the
most important
• They tell the client what the results
mean and what should be done
• Conclusions are statements of what
the analyst believes the findings mean
• Recommendations suggest courses
of action that should be pursued
Limitations
•ALL marketing research
studies have limitations
• Highlight the key limitations of
the project
• Briefly discuss the expected
impact of each and/or the
concern that should be given to
each
Annotated Questionnaire
• Simple matter of extracting
key figures from your
computer printouts and
placing them on a clean
copy of the questionnaire
used
Example
Your electric utility company is considering a proposal to allow
you to pay your monthly bill at the customer service desk of
local supermarkets. If this option were available, would you:
Definitely use the service
7.2%
Probably use the service
24.2%
Might use the service
23.4%
Probably not or definitely not
use the service
38.1%
Refused to answer or Don’t
Know
Average value
6 Missing values
2.81
Format Requirements
1.
2.
3.
4.
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6.
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8.
Due NLT Monday, November 29th
Must be typed & double-spaced.
Use Times New Roman 12-pt. font.
Page numbers must be included.
Length is NOT a grading criterion.
Must be securely bound in some type of a
binder (this does NOT mean a staple or
an envelope).
All references must adhere to Journal of
Marketing style.
No print-outs (originals or copies) from
SPSS allowed. All tables must be the
student’s original work.