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Spring 2015
Please Start Working on your final project (2015/4/20) ; Final Project Proposal
Hard Copy Due 2015/4/29 in class; Presentation due 2015/6/03 or 2015/6/08;
Final Project Write-up due 2015/6/15
About the Final Project The objective of final project is to provide you with
hands-on experience in applying what you learn in the marketing research
course to a real-world marketing related research questions. The project will
account for 40% of your final grade (25% final presentation and 15% write-up).
Each student/group will be required to choose a marketing research question of
your interest. Choose a problem that the company or institution faced or is
currently facing. You can collect information from secondary sources such as
Internet, magazines, newspapers, and databases. You are encouraged to get
additional and more accurate information by conducting interviews with your
friends, classmates, customers, partners, and/or competitors. Develop the story
and problem into a marketing case. At the end of the case, you are required to
perform your analysis and present your conclusions and recommendations. The
writeup should be a minimum of 5-page (in Times New Roman 12 point or Arial
11 point, double spaced, 1 margin on all sides), excluding appendices and
references. Note that strong papers will use the ideas, theories, and research
discussed in class to frame the analysis and provide suggestions for
improvement. The write up is due on 2015/6/15 in both electronic and paper
formats. The final project presentation will take place in class during the last two
sessions; each student/group should limit his/her presentation to 12 minutes
(depending on the number of students enrolled). Group 1-5 will present on
2015/06/03; Group 6-10 will present on 2015/06/08.
Specific Guideline:
Overview:
to develop a problem statement for the proposed research study
to create research objectives and hypotheses for the proposed research
study
Important Concepts:
exploratory research
descriptive research
causal research
defined target population
decision problem
hypothesis
research objective
Research Procedures
Step 1: Review lecture notes and select a revised or different topic area for
which a marketing research study would be appropriate.
Step 2: Create a problem statement to communicate the main focus of the
proposed research study. Examples may include:
Research output/report
Prepare your final report consisting of the following components:
1.
An overview of the background of the proposed study.
2.
A specific problem statement for the planned investigation.
3.
A list of research objectives for the proposed research study.
4.
A list of hypotheses for the proposed research study.
5.
Perform your analysis and present your conclusions and
recommendations.