Assignment description Generally marketing managers do not perform the actual market research. However, they do frequently commission and oversee market research projects, as well as interpret data. U

Assignment description

Generally marketing managers do not perform the actual market research. However, they do frequently commission and oversee market research projects, as well as interpret data. Ultimately marketing managers make decisions on the basis of these research findings.

This assignment requires you, as the marketing management team, to consider the research process and decision making for a satisfaction survey of shoppers at a supermarket in Singapore using the gap analysis approach covered in the unit. This is a very relevant topic since quantitative evaluation of customer satisfaction and service quality is a common research activity conducted by many businesses.

NB – Please do not actually conduct any primary market research for this assignment, rather just consider the research design and process involved in gap analysis satisfaction research from the marketing manager’s perspective.

Purpose

Marketing managers select research suppliers and brief the agencies on what they expect from the research. They should also monitor the research process to try to ensure that the research is performed in an effective and efficient manner and that the data produced is reliable.

This assignment therefore requires you to set research objectives, consider the strategic role of the research and the type of information expected, as well as outline the key considerations at each stage in the research process.

The assignment will also help develop your ability to work in a group, as well as skills in desk research (library and Internet search), collating presenting and interpreting information, as well as the ESSENTIAL SKILL of accurate referencing.

Your report should take the approach that you are the marketing team from a local supermarket (Singapore) writing a detailed brief (as required below) to a market research agency about the gap analysis research you wish them to undertake.

Assignment tasks

In this assignment be sure to cover the following:

Marketing objective(s) of the research for local supermarket 

Initially you must outline the marketing objective(s) of your customer satisfaction research. With the gap analysis approach these might include aspects such as identifying strengths and weaknesses in the service mix; providing comparative data for competition, prioritising actions for improving the service mix (and overall customer satisfaction), etc.

Information required to fulfill the marketing research objectives

·       In this section you should consider the information required, desired presentation format, as well as clearly illustrating what will be done with it / how it will fulfill the research objectives.

·       To do this effectively you should provide your own examples of the expected research output and clearly describe how it can be interpreted to assist the company decision making process. (To assist in this regard you might provide estimates of data and produce your own examples of the anticipated output)

Key considerations for the data collection stages in the research process (potential barriers to reliable data). This section will serve as a checklist for the marketing manager to monitor / supervise the agency that conducts the research and should focus upon aspects such as:

·       Correct data collection approach / methodology

·       Questionnaire design

·       Customer target and sample

·       Contact strategy & response rates

·       Training and supervision of the data collection team (if appropriate)

·       Data processing (coding, input and analysis)

How to structure your writing:

·       Introduction - Write about 150 words outlining the structure of the report and the significance of customer satisfaction research decision making

·       Objective(s) of the research - Write about 200 words outlining the marketing objective(s) of the research (an attitude / satisfaction survey) as well as the specific research objectives.

·       Information required to fulfill the research objectives Write about 1000 words describing how the information collected will achieve the research objectives. Provide examples of anticipated output; how it might be interpreted and how it assists decision making.

·       Considerations in the research process –Write about 1000 words outlining the key pitfalls and what you as the marketing manager are (and should) be concerned about during the research process.

·       Conclusion - Write about 150 words on the importance of your role as marketing manager in the research process.

 OTHERS: