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The Market research report assignment requires you to create three real market research reports related to three different techniques: Exploratory, descriptive and Casual. The market research will be developed during the semester and with the teachers guidance. All instructions and step-by-step on how to create the market researches will be designed in the formative assessments that will take place during the semester.

ASSESSMENT GUIDELINES
Market Research
Assessment 1: Market Research Report
Weighting: 100%
Date and method of submission: week 16 via Blackboard
Word count or equivalent: 2200 words (+/-10%)
Assessment 1: Marketing Research Report (100% of final mark)
The Market research report assignment requires you to create a three real market
research report related to three different techniques: Exploratory, descriptive and
Casual. The market research will be developed during the semester and with the
module leader’s guidance. All instructions and step-by-step on how to create the
market research report will be designed in the formative assessments that will take
place during the semester.
Feedback will be provided to you regularly during the semester. This will help you
achieve a higher mark. In case of any further questions, please do not hesitate to
contact the module leader.
Step-by-Step Guide:
The Market research developed during the semester must be presented in a report to
summarise the results of the work. The following sections must be included in your
report.
1) Introduction:
Presentation of the main concepts and a quick overview of the three research that
would be presented next.
2) Exploratory Research :
You must assure the understanding of the concepts covered so far, and your ability to
apply them. This phase of the assessment will consist of a real exploratory research for
which you will have to plan your research, collect data, analyse it and present the
results of the analysis. You have to (i) design the market research plan, (ii) identify key
secondary data that will support the research, (iii) develop the instrument for data
collection and proceed with the data collection, and (iv) analyse the data and generate
results that should be presented.
ASSESSMENT GUIDELINES
3) Descriptive Research
In this section you must assure your understanding of the concepts covered so far, and
your ability to apply them, considering a real descriptive research for which you will
have to plan your research, collect data, analyse it and present the results of the
analysis. You have to (i) design the market research plan, (ii) identify key secondary
data that will support the research, (iii) develop the instrument for data collection and
proceed with the data collection, and (iv) analyse the data and generate results that
should be presented.
4) Causal Research
For the last section, you should conduct a real causal research for which you will have
to plan your research, collect data, analyse it and present the results of the analysis.
You have to (i) design the market research plan, (ii) identify key secondary data that
will support the research, (iii) develop the instrument for data collection and proceed
with the data collection, and (iv) analyse the data and generate results that should be
presented.
Assessment Criteria:
This assessment will be marked according to the following criteria:
Knowledge and Understanding (20%) : Students also need to design the market
research plan, demonstrate the understanding of data collection techniques, and
identify key secondary data that will support the research.
Cognitive Skills (30%): Students are expected to analyse the data and generate
results that should be presented in this report.
Practical/Professional Skills (30%): Students need to be able to develop the
instrument for data collection and proceed with the data collection.
Transferable Skills (20%): Students need to present their work in a clear, concise and
consistent manner. Referencing should be correct and appropriate following Harvard
referencing style.

Assessment A1 – Market Research
Market Research
Report
Name
ID
1- Introduction
In the present work, three specific market researches are reported
considering different techniques and approaches and different situations
and problems. The research problem, research plan, method and results
are presented in the next chapters according.
An exploratory research is the first one to be presented. The
exploratory research is usually done with quantitative methods where we
test hypothesis pre-determined (Branco, 2020). In this section two
specific research problems take place: (1) What are the students favorite
module? (2) why students prefer these modules? To answer this research
problem a survey with 45 students were held using 7 variables and the
results showed a good correlation of the main variables.
Next, the work proceeded with a descriptive research. The
descriptive research is usually done with quanlitative methods where we
need to understand a phenomenon in depth (Branco, 2020). In this
section one specific research problem take place related to product
development: What kind of product could be developed in the MIUC’s
caffeteria? To answer this research problem a focus groups with 8
students were held using 4 variables and the results showed a suggestion
for a new product.
Last, the work proceeded with a causal research. The dcausal
research is usually done with comparative methods where we need to
test or experiment isolated variables (Branco, 2020). In this section one
specific research problem take place related to marketing strategy: What
kind of marketing strategy would work better? To answer this research
problem interviews with 8 students were held using 3 variables and the
results showed the best marketing strategy to use.
Exploratory Research plan:
The exploratory research made wanted to answer the following
research problems:
(1) What are the students favorite module?
(2) why students prefer these modules?
To understand the problem, we divided the research in two parts. The
first part a top of mind analysis was conducted to understand which are
the modules more relevant to students. The second part consist of a
survey considering 5 variables were used considering the framework:
n FRAMEWORK DESIGN— (this is a Random example – Hypothesis
must be shown H1+ H2+ H3+ and so on)
Student background:
The student past experience and the reasons he chooses the course is
important to determine the preference for one specific field of knowledge
(Ciclano, 2020) Considering this aspect we can address our first
hypothesis:
H1 – The students background positively affects the module preference.
Variable 2:
Variable 2 is important to determine the preference for one specific field
of knowledge (Ciclano, 2020) Considering this aspect we can address our
first hypothesis:
H2 – The variable 2 positively affects the module preference.
Variable 3:
Variable 3 is important to determine the preference for one specific field
of knowledge (Ciclano, 2020) Considering this aspect we can address our
first hypothesis:
H3 – The variable 2 positively affects the module preference.
Variable 4:
Variable 4 is important to determine the preference for one specific field
of knowledge (Ciclano, 2020) Considering this aspect we can address our
first hypothesis:
H4 – The variable 2 positively affects the module preference.
Variable 5:
Variable 5 is important to determine the preference for one specific field
of knowledge (Ciclano, 2020) Considering this aspect we can address our
first hypothesis:
H5 – The variable 2 positively affects the module preference.
Method
(sample) We conduct a survey with 45 respondents all students of MIUC
of international business management. (data collection method) The
survey was done between date XX and XX and it was conducted online
using the google form. The link was shared through email considering the
sample unit.
Data Collection Instrument:
The following questions were used in the survey:
Demographic questions:
1- age
2- gender
3- course
Top of mind question:
Rank your 3 favorite courses.
Variable questions: All likert scale 1 – totally disagree, 5 totally agrre
Student Background
My previous choices in life impact on my preferences today
Things I played as a kid now impact on my preferences today
Variable 2
Question 1
Question2
QuestionX
Variable 3
Question 1
Question2
QuestionX
Variable X
Question 1
Question2
QuestionX
Results (you should present the statistics of all the questions done
before. The statistics of variables must be the sum of the percentages of
all the questions of each variable)
Considering the 45 respondents of the survey, 60% were man 40%
women, 23% age 21 12% age 18, etc,..
The top of mind showed that the market research module is the one
students like most, second XXX and third XXX
The student background shows 56% supporting the hypothesis 1. The
answers of the variable 2 shows a 45% not supporting the hypothesis 2
(and so on for each variable)
Conclusion: The most important variables supported by the research to
answer why students prefer one module than another are variables 3,4,
and 5.
Descriptive Research plan:
The Descriptive research made wanted to answer the following
research problem:
What new product can be developed in the MIUC cafeteria?
To understand the problem, we conducted a focus group research to
understand which are the variables more relevant to students eating
behavior.
n FRAMEWORK DESIGN— (you could present the graphic no need to
add hypothesis)
Health consciousness:
Health consciousness represents a important element of the consumer
behavior nowadays considering the food consumption. (Ciclano, 2020)
We consider this variable to understand the MIUC’s student behavior.
Variable 2:
Variable 2 is important to determine the preference for food (Ciclano,
2020)
Variable 3:
Variable 3 is important to determine the preference for food (Ciclano,
2020)
Variable 4:
Variable 4 is important to determine the preference for food (Ciclano,
2020)
Method
(sample) We conduct a focus group with 8 respondents all students of
MIUC of international business management. (data collection method)
The focus group was done between date XX and XX and it was conducted
online using an online group meeting through google meeting. The focus
groups took 30 minutes and all respondents interacted.
Data Collection Instrument:
The following questions were used in the development of the focus group
Demographic questions:
4- age
5- gender
6- course
Variable questions:
Health consciousness
Do you think what you eat is important for your state of health? Why?
DO you use to have health food as meal? Why?
Variable 2
Question 1
Question2
QuestionX
Variable 3
Question 1
Question2
QuestionX
Variable X
Question 1
Question2
QuestionX
Results (you should present the numbers related to your sample. And
some answers from respondents to support your analysis of the
variables)
Considering the 8 respondents of the survey, 4 were man 4 women, 6 age
21 2 age 18, etc,..
The analysis showed that health consciousness is important for students
as respondent 1 said: “I cannot leave without lettuce” (and so on for each
variable)
Conclusion: Considering the Health Conscious aspect as relevant for the
target market, we suggest the cafeteria to sell fresh lettuces as the dish of
the day.
Causal Research plan:
The Descriptive research made wanted to answer the following
research problem:
What marketing strategy would work better for a solar charger?
To understand the problem, we propose two marketing strategies to be
compared and we conducted a survey/focus
group/interview/observation (any kind of your choice choose) research
to understand which are the variables more relevant to understand what
marketing strategy perform better.
n FRAMEWORK DESIGN— (you could present the two adverts)
Marketing Strategy 1 P’ Product:
We based or marketing strategy in the push of the product feature. The
product feature related to this strategy is the hanger in the backpack and
how people could use it during the day to go to work and always charging
the batteries by having the product hanging in the backpack.
Marketing Strategy 2 P’ Product:
In the second marketing strategy we support the strategy considering the
water resistant and how people with a sportif lifestyle can go hiking, to
the beach, to the river, and other wet places and still not having problem
with the product.
Variables to test:
Poduct feature 1: Hanger
People would find interesting this feature in the product, because you can
transport it around easily.
Poduct feature 2: Water resistant
People would find interesting this feature in the product because they
don’t have to worry if it get wet.
Working lifestyle
The solar charger would be an interesting poduct for people in their
working basis.
Sportive lifestyle
People who like sports would have a nice experience with the solar
charges.
(sample) We conduct an interview with 4 respondents all students of
MIUC of international business management. (data collection method)
The interview was done between date XX and XX and it was conducted
online using whatsapp. The interviews took an averages of 10 minutes
each.
Data Collection Instrument:
The following questions were used in the development of the focus group
Demographic questions:
7- age
8- gender
9- course
Variable questions:
(After presenting the two adverts)
What product you like better: Product 1 or 2? Why
Product hanger
Do you think the hanger is a good feature? Would you use it?
Variable 2
Question 1
Question2
QuestionX
Variable 3
Question 1
Question2
QuestionX
Variable X
Question 1
Question2
QuestionX
Results (you should present the numbers related to your sample. And
some answers from respondents to support your analysis of the
variables)
Considering the 4 respondents of the survey, 2 were man 2 women, 3 age
21 1 age 18, etc,..
The analysis showed that hanger is important for students as respondent
1 said: “I like to hang around” (and so on for each variable)
Conclusion: Considering the hanger and sportive lifestyle aspect as
relevant for the target market, we suggest the product to focus in the
strategy number 1 but changing the lifestyle approach.

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