The Marketing Research ProjectPurposes of the ProjectBenefits to be GainedMajor Project PhasesOutline of the Research ReportSlide 6Description of the SampleStatistical OutcomesConclusions & RecommendationsLimitationsAnnotated QuestionnaireExampleFormat RequirementsThe Marketing Research The Marketing Research ProjectProjectPurposes of the ProjectPurposes of the Project1. Give you practical experience at conducting a marketing research project.2. Develop a systematic understanding of consumer perceptions of e-security.3. Develop a systematic understanding of consumers’ role in e-security.Benefits to be GainedBenefits to be Gained1. Practical experience2. Exposure to a professional experience3. Satisfaction of producing a product4. Application of skillsMajor Project PhasesMajor Project Phases1. Questionnaire Development2. Primary Data Collection3. Data Input and Analysis4. Marketing Research ReportOutline of the Research Report•Title Page•Introduction•Objectives•Research Design and Methodology–Research Method–Sampling–Data Collection–Tabulation and Analysis Procedures–Sample DescriptionContinued on next slideOutline of the Research Report•Results–Description of outcomes associated with each statistical procedure employed–Description of outcomes associated with each hypothesis•Conclusions•Recommendations•Limitations•AppendicesDescription of the Sample•Meant to familiarize the reader with the characteristics of the respondents•Thus, primarily want summary tables or graphs of key descriptive characteristics•Use percentages, not the raw numbers•Mention 2 or 3 of the key characteristics of the sample.•Refer your reader to the Annotated Questionnaire (in the Appendix) for a complete analysis of the sampleStatistical Outcomes•Discuss outcome of all statistical procedures•Describe the findings for EACH hypothesis.•Do not simply repeat the information in your data tables.•Do not explain what the results mean – you’ll do that in the Conclusions section.Conclusions & Recommendations•While not the most extensive, are the most important•They tell the client what the results mean and what should be done•Conclusions are statements of what the analyst believes the findings mean•Recommendations suggest courses of action that should be pursuedLimitations•ALLALL marketing research studies have limitations•Highlight the key limitations of the project•Briefly discuss the expected impact of each and/or the concern that should be given to eachAnnotated Questionnaire•Simple matter of extracting key figures from your computer printouts and placing them on a clean copy of the questionnaire usedExampleYour electric utility company is considering a proposal to allow you to pay your monthly bill at the customer service desk of local supermarkets. If this option were available, would you:Definitely use the service 7.2%Probably use the service 24.2%Might use the service 23.4%Probably not or definitely not use the service38.1%Refused to answer or Don’t Know6 Missing valuesAverage value 2.81Format Requirements1. Due NLT Monday, November 29th2. Must be typed & double-spaced.3. Use Times New Roman 12-pt. font.4. Page numbers must be included.5. Length is NOT a grading criterion.6. Must be securely bound in some type of a binder (this does NOT mean a staple or an envelope).7. All references must adhere to Journal of Marketing style.8. No print-outs (originals or copies) from SPSS allowed. All tables must be the student’s original