PROJECT FIELD STUDY REPORT AND PRESENTATION – 10%.
Group assignment. Each group to present in class.
Due: Week 9 (in class).
This presentation is designed to help you streamline your international
marketing research project, get you organized and geared up!
The presentation should proceed as follows. Do not include irrelevant
data.
1. Finalize/list the company you have selected for the International Marketing
Research Project.
2. 10 marks. Problem definition: Give a precise definition of the
problem that you have selected for research. You should explain: (a)
the environmental context of the problem, and define (b) the
management decision problem and (c) the marketing research
problem.
3. 5 Marks. What type of research design should be adopted and why? Please
identify the different phases of the research design you recommend.
4. 5 marks. A survey is to be conducted. Please identify and justify which
interviewing method should be used.
5. 20 marks. Design output tables (without data) showing what type of data you want
to collect (ensure it is relevant to solving the research problem).
6. 20 marks. Design a suitable questionnaire for the survey.
7. 15 marks. List all sources from which you will get the information for the whole
project.
The questionnaire you design should be professional. Use open-ended and coded
questions as shown below.
The questions you ask should directly relate to the Marketing Research Problem
and should provide information to resolve it.
Make sure you are asking the right questions and collecting the right information required
to solve the Marketing Research Problem. Fulfill the tables once the survey is over and
the data is collected. MAKE THE TABLES BEFORE YOU START THE SURVEY
(they will of course be blank).
An example of tabulation for Q4 of the above questionnaire is given below:
Wendy's Survey.
Q4. Tabulation of data.
Characteristics Very
Somewhat
Somewhat Very
Important Important Important Unimportant unimportant unimportant TOTAL
Food
30%
25%
27%
10%
5%
3% 100%
Cleanliness
14%
38%
24%
15%
7%
2% 100%
Price
35%
30%
14%
11%
7%
3% 100%
Variety of menu
37%
10%
19%
15%
12%
7% 100%
Making the table: After you have asked the questions in your survey and got the answers
from your respondents, then you calculate how many (%) said Food was very important,
how many (%) said it was somewhat important and so on. This gives you the above table.
Then, you have to see if this information is what you wanted, is it useful? Does it solve
the research problem? If yes, use it.
If no, delete the question and ask one that is relevant.
For example, if the research problem is “Are customers moving away from Wendy’s due
to health concerns,” then the above question will not help much. Change the question,
(you may want to ask: What items on the menu will attract you to Wendy’s? for
example).