The purpose of the final project is to apply the concepts and techniques of the module to the analysis of real-world situations or problems. You are expected to use diverse sources of information and

The purpose of the final project is to apply the concepts and techniques of the module to the analysis of real-world situations or problems. You are expected to use diverse sources of information and to carry out an original analysis rather than summarize or rehash existing work. You are also encouraged to use situations and data from your own experience where possible.

The objective of this project is to communicate the essence of the marketing research process between the researcher and the organization.

For this project, you will choose a small business that you know well OR you would be interested in starting up yourself.

Identify a marketing problem related to that business. The problem could be:

·         Possible market to target, or an adaptation of current practices towards a current market

·         New opportunity to pursue

·         Marketing problem either at the consumer or organisational level

However, the problem should be relevant to the business and specifically outlined.

Your task is as follows:

(1) Identify and clearly communicate a problem that requires marketing research that demonstrates that you have a clear understanding of the problem at hand. 

(2) Identify the information needed to address the research problem, including a specific discussion of the field data requirements. You should identify the following elements:

·         Type of information needed: primary, secondary, or both

·         Sources of information to be used

·         Whether consumer or company data will be needed

 (3) Choose a research design and justify its choice. You should identify the following elements:

·         Explanation of the exploratory, descriptive, or causal approach followed

·         Individual techniques that would be adopted

·         Research design needs and limitations

 (4) Identify appropriate data collection method(s). You should identify the following elements:

·         How would data be collected

·         Field data requirements

·         Who would be responsible for data collection

·         Control mechanisms to ensure the quality of data collected

 (5) Summarize your proposal recommendation based on your findings and discuss the limitations of your research.

Your Final Project should follow the outline below (use these for your headings):

1.     Executive summary

2.     Background information

3.     Problem definition

4.     Research objectives

5.     Research design

6.     Fieldwork/data collection techniques

7.     Findings

8.     Recommendations and limitations