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MKF2121 Marketing Research MethodsSemester 1, 2018Assignment 2: Research reportThe objective of this assignment is to give students the opportunity to practice solving real marketing research problems
MKF2121 Marketing Research MethodsSemester 1, 2018Assignment 2: Research reportThe objective of this assignment is to give students the opportunity to practice solving real marketing research problems with data.Detailed instruction on how to complete the assignment is available in “Assignment 2 – Guide” section of this document.Here are some general requirements for the assignment.1. The due date/time of the assignment is by 11:59pm on Sunday in week 11 (May 20).2. The assignment is individual work. Collaboration or consultation with anyone other than the unit’s teaching staff is strictly prohibited3. One copy is to be uploaded at the “Assignment 2” submission tab on the unit’s Moodle site. In the rare event that unforeseen technical issues on Moodle prevent you from completing the submission process, you should email the report to your tutor.4. You need to first agree to the "plagiarism statement" above before you are allowed to submit this assignment. Do NOT include cover sheets in your submission.5. Naming your file for submission – the file name must start with the day and time of your tutorial and contain your last name. For example, if your tute starts at 2pm on Wednesdays and your last name is “Smith.” Your file name should be “wed2pm_smith_assignment2.doc”6. Submission format: Microsoft Word or PDF file. Maximum number of words is 2000(±10%, and excluding words and numbers that are part of your SPSS tables or references). The word count must be included in the first page of your document. Exceeding the word count could result in a penalty of up to 10% of your mark for the assignment7. Please put any references you may have in the Appendix.8. Students are required to keep a soft copy of their report until they get the marked report back. It is also the student's responsibility to double check that the assignment has been completely uploaded to the correct link on time and that it is the correct version. To double check, go to the Moodle link where you submitted the assignment, download your submitted file and check: 1) that the file is downloadable and can be opened using Microsoft Word or Adobe Acrobat; and 2) that it is the file you intend to submit for grading9. Detailed instructions on how to analyse data and report the research results are available on the unit’s Moodle site. Please read them carefully before starting your work.10. Please contact your tutor and/or the lecturer if you have any further questions.
Assignment 2 - GuideA research report communicates the result of a study to clients. Suppose that you have been commissioned by Victoria Secret, an American marketer of women's lingerie, to draft a brief research report based on the questionnaire and data of “the consumer decision process for women purchasing a bra” (henceforth, “the bra survey” and “the bra data.” Both files are available on Moodle). The notes below give you detailed instruction on the assignment.1. Definition of the research problem(a). Define the market research problem (MRP)Based on the questionnaire provided to you, define a marketing research problem (MRP) with components. The overall statement of the MRP should be “to identify and better understand the key drivers/predictors of ____.” You need to fill in a blank with a customer attitude, belief or behavioural variable that is measured by the bra survey. In addition to the overall statement, you need to formulate at least two components for your MRP.The MRP must be able to be addressed with the attached dataset collected with the bra survey. In approaching this task, I would suggest that you start by carefully reading through the accompanying questionnaire and familiarize yourself with the SPSS dataset. Ask yourself the following questions: what information has been collected from the target population? What are the variables that are measured? How can companies in the bra industry make use of the information to improve their decision-making?(b). provide a brief justification for your MRPProvide a brief explanation on how this research can help your client (i.e., why it is important to understand the particular customer attitude or behaviour in this context). This should be consistent with section 3 below where you discuss the managerial implication of your findings.2. Research approach and hypothesesCome up with at least 5 comparative or relational research questions (RQ). Collectively, they should cover ALL the components of your marketing research problem proposed in the previous section. Note that because these RQs need to be “answerable” by the bra dataset, they have to involve (and only involve) variables measured in the bra survey. This requires you to be very familiar with each question in the questionnaire.For each research question, Clearly identify which component the RQ corresponds to. Clearly state both the null and alternative hypotheses, which are to be tested in the data analysis section
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