MKT 324 Research Project Guidelines The purpose of this project is to review and apply the key concepts covered during the course. You will use the marketing research process to solve a marketing prob

MKT 324

Research Project Guidelines

The purpose of this project is to review and apply the key concepts covered during the course. You will use the marketing research process to solve a marketing problem or prove or disprove a hypothesis. Below is a marketing situation (case) that requires research to assist the marketing manager (Nick Thomas) in his decision making.

As you progress through the term, you will apply the sequential steps of the marketing research process to this particular marketing situation as they are introduced in their particular modules. At term’s end, you will incorporate all of the research steps into a final report; you will also submit an audio-narrated presentation of your report. Depending on your computer setup, you may need to purchase appropriate audio recording equipment (e.g., microphone, headset, etc.).

Situation: You have just been assigned to work on an ongoing marketing research project associated with the automobile industry. You are working with the Advanced Automobile Concepts division of ZEN Motors. The company is in the process of trying to determine how to make specific changes to overcome a recent decline in company sales. You are going to be tasked with assisting in this process, which will require you to implement and use your recently obtained marketing research skills and knowledge.

You will be completing eight different tasks associated with this project. Each of those tasks is outlined below. By the time you have completed this project, you will have worked through the marketing research process as it is presented in Chapter 3 (p. 48, Figure 3.1). From here, you will be addressing the specific tasks that your immediate supervisor (Nick) requests. It is critical to review Chapter 15 now so you can see the ultimate outcome to this project: the marketing research report. It is also important to realize the following assignments will need to be further developed to complete the final report

Your final project will be a report to Nick Thomas at Zen Motors describing the potential market of the 25- to 34-year-old age group (unless otherwise stated by your professor). While you will be using the provided data in the Data Analyst Data Set, all projects leading up to that, such as questionnaire design, are modified in the individual assignments. For example, in the survey development stage, you will be designing an additional survey for the project.

Note:

Each of the research process assignments in Modules 1-7 is worth three (3) percentage points. For additional guidance on writing memos and reports, visit the Purdue OWL website at https://owl.english.purdue.edu/owl/section/4/16/.

Module 1‒Establishing the Basis

After reading Chapters 1 and 2, read Case 1.2 Your Integrated Case. This case provides the foundation for the project. Prepare the response as a professional memo to Nick Thomas.

You just received an email from Nick Thomas. Nick has been mulling over the current situation and has asked you to provide him with information in terms of the following:

 Should we move forward with a marketing research project or should we simply base our decision on the information in our MIS and any secondary data we can locate?

 If we are going to move forward with a marketing research project, what type (classification) of research do you recommend we implement and why?

 Based on what you currently know, what is your major concern with moving forward with this project?

Submit this assignment to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 1. See the rubric at the end of this document for grading criteria.

Module 2‒Research Process: Steps 1-4

After reading Chapters 3 and 4, read Case 3.2 Your Integrated Case and Case 4.2 Your Integrated Case. Based upon this information, prepare a 1- to 2-page memo describing for Nick what you are recommending in terms of the first four steps of the Marketing Research Process. You will need to address the need for the research, define the problem to be addressed in the project, establish the research objectives, and determine the research design. In the research design, you should address the type of research design or designs you are recommending be implemented. This section should also address any possible qualitative research that might be used in the project. Make sure your design incorporates issues related to the assigned age group.

Submit this assignment to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 2. See the rubric at the end of this document for grading criteria.

Module 3‒Research Process: Steps 5 and 6

After reading Chapters 5 and 6, read Case 5.2 Your Integrated Case and Case 6.2 Your Integrated Case. Based upon this information, prepare a 1- to 2-page memo addressing the following:

 Discuss your approach to secondary data usage for the research project. Then identify at least two articles that would be beneficial for Nick to read. Provide information from the articles to show how the information would be beneficial.

 Using American Fact Finder information (see page 118 in your text), provide three different pieces of information that you would incorporate into this project. State your rationale for including this information in your project.

 After reviewing the current survey and approach used, analyze the current approach to the data collection process and then provide any suggestions you might have to improve the mode implemented and any recommendations in terms of the type of survey you would use.

Submit this assignment to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 3. See the rubric at the end of this document for grading criteria.

Module 4‒Research Process: Step 7

After reading Chapters 7 and 8, read Case 7.2 Your Integrated Case and Case 8.2 Your Integrated Case, Nick has requested you prepare a questionnaire with a maximum of 20 questions that addresses an aspect not incorporated in the original questionnaire: social media habits. You need to provide Nick a copy of the survey and a 1- to 2-page memo describing your approach and decisions in terms of the questionnaire and its construction.

Submit this assignment to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 4. See the rubric at the end of this document for grading criteria.

Module 5‒Research Process: Step 8

After reading Chapters 9 and 10, using the information from all of the Case Components to this point, write a paragraph that describes the sampling technique and size for the original survey project. Then, write up the approach you will use when implementing the survey you created in Module 4 assignment. Explain the importance of this approach in terms of further use and interpretation of the data. The total length of this memo should be between 1 and 2 pages.

Submit this assignment to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 5. See the rubric at the end of this document for grading criteria.

Module 6‒Research Process: Steps 9 and 10

After reading Chapters 11 and 12, read Case 11.2 Your Integrated Case and Case 12.2 Your Integrated Case. Using the AAConcepts data set provided in the XL Data Analysis component of this text, respond to the following and prepare a memo providing Nick with the results.

 Looking specifically at the 25- to 34-year old age group (or specific age group assigned by your professor) respondents, describe this group in terms of income, gender, and marital status.

 What is the automobile ownership profile of this group?

 What type of hybrid automobile is the most attractive and least attractive to the respondents in this age group in terms of likelihood to buy over the next three years?

Looking at the information in Case 12.2, test the hypothesis statements for the 25- to 34-year old age group (or specific age group assigned by your professor).

 There is a 15% probability of this age group buying a very small (1 seat) hybrid auto model within 3 years.

 There is a 15% probability of this age group buying a small (2 seat) hybrid auto model within 3 years.

 There is a 25% probability of this age group buying a standard size hybrid auto model within 3 years.

 There is a 25% probability of this age group buying a standard size synthetic fuel auto model within 3 years.

 There is a 30% probability of this age group buying a standard size electric auto model within 3 years.

Report your findings. Write this up in a report that is a maximum of 3 pages, which does not include any graphics included as an appendix to the report.

Submit this assignment to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 6. See the rubric at the end of this document for grading criteria.

Module 7‒Final Data Analysis

After reading Chapters 13 and 14, respond to the following questions in terms of the Zen Motors Research Project:

 Identify the specific media to be used to reach the 25- to 34-year old age group (or specific age group assigned by your professor).

 Describe the lifestyle and discuss the implications this will have on the promotional message for this group.

 Perform the proper analysis to determine the salient demographic (other than age), belief, and/or attitude factors that are related to the preferred hybrid model of this age group. Only identify and interpret the independent variables that are significant at the 95% confidence level. Interpret the level of predictability of the model you develop in this step.

Submit this assignment to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 7. See the rubric at the end of this document for grading criteria.

Module 8‒Research Project Final Report and Presentation

It is now time to construct your final research report. An outline and description of this report is located in Chapter 15 of your text. Not all aspects presented in Chapter 15 may be necessary in your report. You will need to determine the appropriate components to be included. In this final report, you are to inform Zen Motors the likelihood that the 25 to 34 year old age group (or specific age group assigned by your professor) will purchase one of their vehicles, which one, and the best promotional approach to reach them.

The main body of your report, excluding title page, table of contents, reference page, and appendices, is not to exceed 10 double-spaced (one-inch margin, 12-point Times New Roman font) pages.

Submit the Research Project Report to the Dropbox no later than Thursday 11:59 PM EST/EDT of Module 8. (This Dropbox basket is linked to Turnitin.)

You will also submit an audio-narrated presentation of your report. Your presentation should be designed as if you were presenting your report to Zen Motors marketing executives, only you will not be physically present to give your presentation. This way, Zen Motors can hear and see your presentation, but not see you.

Your presentation must be 10-12 minutes long and include slides containing information appropriate for this type of presentation. Examples include:

 Text

 Charts

 Graphs

 Tables

 Images

 Other visuals appropriate for a professional presentation

Do not use Clip Art or similar visuals; this is a professional presentation; slides must not be covered with paragraphs of writing. Include only short phrases (bullets) and visuals. You should explain the content of each slide with your voice rather than with writing; you would not read your report or slides to Zen Motors. Do not simply read from your notes when recording your presentation. Your words should flow smoothly as though you are speaking to an audience rather than reading mechanically from your notes. Try to be animated when you speak rather than speaking in a monotone. Try to engage your listeners and keep them interested in what you have to say. Avoid using terms/phrases such as “you know” “um,” uh,” “like,” etc.

You will need to record and embed a narrative for each of your slides; i.e., say what you would say if you were presenting in front of Zen Motors executives; be enthusiastic and confident. As such, you will need to attach a microphone/headset with microphone to your computer to record the audio. Prices will vary, but an inexpensive headset with microphone will work fine.

Instructions for how to record and add audio narrations to your presentation can be found by using the PowerPoint help feature. These links may also help you as you create your audio PowerPoint with appropriate timing:

Tips for adding sound and video to PowerPoint 2007 presentations

Record and add narration and timings to a slide show (for PowerPoint 2010)

Add audio to your slide show (for PowerPoint 2013)

Note that you will not be able to edit your audio if you choose to record the audio from within PowerPoint, so if you need to correct any mistakes, you will just need to rerecord that audio for that particular slide.

If you wish to record and edit your audio prior to adding it to your PowerPoint presentation, you will need recording/editing software. There are many free audio recording/editing software packages available on the Internet. Just search for, select, and download the one you want to use and follow the instructions for recording/editing audio. Instructions for adding externally recorded audio files to your slideshow can be found by clicking the PowerPoint help feature and entering “Add audio to your slide show” in the search box.

Your presentation will be graded on: content, coherence and organization, creativity, material use, and time length. See the rubric at the end of this document for detailed grading criteria.

Submit the Research Project Presentation to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 8.