The purpose of this assignment is to utilize secondary data to determine the problem facing a company and create research objectives that align with the identified problem. Please Note: You will be developing and implementing a Marketing Research Project throughout the course culminating in a Market Research Report and Presentation in Week 8. The focus of the project will be on collecting, analyzing, and presenting data and information about a current marketing problem faced by a real business. Through a series of four assignments, you will identify your research problem and associated objectives, design a survey, and conduct data collection, and you will prepare and analyze the data using Microsoft Excel. You will use a process described in the text (Burns and Bush, Basic Marketing Research, 3rd Ed.). Refer to the text, pages 49 to 56, for a description of the steps to the Marketing Research Process. The following Assignments will comprise the majority of the information needed to complete your Market Research Report: Topic 2 Writing Assignment: Research Problem and Objectives Topic 4 Writing Assignment: Survey Design Topic 5 Paper: Collecting Data Topic 7 Paper: Data Analysis For this assignment, choose a marketing research scenario from the “Marketing Research Scenarios” document attached to this assignment. Describe the current business problems and determine research objectives. Conduct secondary data research to understand the business problem and consumer attitudes that might affect the industry, company, or brand. There is additional information on writing research objectives on page 58-71 in the textbook. You can also utilize the Research Objective Mapping Tool for assistance related to writing clear objectives. In a 250-400 Word Paper following APA 7th Edition Style Rules, address the following: Describe the general nature of the business problem(s). Describe the major areas of opportunity. What could the organization accomplish if it knew how to address the business problem(s)? What major research questions need to be answered in order to sufficiently address those problems/opportunities? 3. Write at least two research objectives intended to address the previously addressed problems. These will be the primary objectives that guide the design of research, the analysis of data gathered, and the writing of the market research report for the client. You will likely revise your objectives as you continue developing your research project throughout the semester. Your Essay must include at least 2 Scholarly References (and associated in-text citations) from sources such as trade journals, academic journals, and websites from professional marketing associations (including the course text). Prepare this assignment according to the Formatting and Style Rules of the APA Publication Manual, 7th Edition (2020). You can find guidelines in the APA Style Guide, located in the Student Success Center. An abstract is not required. This assignment uses a rubric and has a template. Please review the rubric and template prior to beginning the assignment to become familiar with the expectations for successful completion. You are NOT required to submit this assignment to LopesWrite. Much of the information in this assignment will be utilized in the Marketing Research Report due at the end of the Semester. To prevent high LopesWrite matching scores, the written assignments for Topic 2, 4, 5, and 7 SHOULD NOT be submitted to LopesWrite! Additional Note: In-text citations MUST BE USED and have corresponding references in accordance with APA Style rules! Generally speaking, most every paragraph should have At Least one in-text citation. Remember, this assignment should reference and cite at least 2 Scholarly Sources (one should be the course text). Wikipedia IS NOT a scholarly source and is an inappropriate reference for 400-Level College writing. A Note on Direct Quotes: This is a Senior-level class. Direct quotes should be used sparingly (only when absolutely necessary to maintain the original meaning). Paraphrasing (with in-text citations) is preferred as this substantiates your thoughts and ideas while demonstrating your ability to analyze and evaluate the information you are researching and still credits your sources (vs. your ability to copy and paste).
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