Scenario: The Marketing Research Plan

[M T 4 50 : M a r k e t i n g M a n a g e me n t ] Unit 3 A ssignment Assignment: Th e Market Research Plan Scenario:

Y our top fr anchisee owns sever al franchises in N ew York , NY . Over t he last thr ee years, sal es and market share have dec lined 5% each y ear in t he co nsu mer segment and business segm ent. As t he mar keting ma nager for the franchise, yo u h ave decided to fly to New York an d develo p a market rese arch pla n to understand th e problem. Cr eate a market research plan:  Usin g the market research process in th e diagram below, develop a market research plan that wi ll provide a better understanding an d solution to the problem. A ddress each st ep in deta il. Reference Winer, R. S. & Dhar, R. (2011). Marketing management (4 th ed.). Upper Saddle River, NJ: Prentice Hall [M T 4 50 : M a r k e t i n g M a n a g e me n t ]  Please make sure y ou inc lude primary and secon dary sources in your marke t research plan. S ee the di agram below. Reference Winer, R. S. & Dhar, R. (2011). Marketing management (4th ed.). Upper Saddle River, NJ: Prentice Hall Y ou will provi de a 3–5 page (using APA format and citation style ) mark et resear ch plan paper with at least three suppo rtin g references. Y ou should include at least one ill ustrati on whi ch can be included in t he body of y our paper o r appendix.

S ub mi t to t he Uni t 3 Assignment Dropbox. Unit 3 Assignment Grading Rubric 40 Possible Points Specific Paper Objectives: Assignment Checklist (80%): Illustrate the research process- Develop a research plan using all 10 steps 12 Use secondary data resources 10 Develop a primary data plan 10 [M T 4 50 : M a r k e t i n g M a n a g e me n t ] Subtotal 32 Writing Style, Grammar, APA (20%) Grammar and Spelling 3 Paper is 3 – 5 pages in length and r esponses are concise and direct 3 Reference list and citations are provided 2 8 Total 40