Posted: September 16th, 2017

Topic: Customers Insight and Research

Topic: Customers Insight and Research

Order Description

CIR Assignment
Individual market research report
This is an Individual assignment requires students to produce a written report on a market research project they have completed. Although this is an Individual Assignment, students are able to work in groups of 2 to 3 in developing the questionnaire, collecting the data and entering the data in Snap. ALL the analysis and report writing MUST be individual, with an individual submission. Details are given below.
Aims
To provide students with an opportunity to demonstrate their
Understanding of the sector (e.g., Market size, market share, consumer trends, etc)
Ability to design a questionnaire and analyse their findings using an appropriate software package
? NB: This part of the Assessment will be a group effort (2 to 3 students)
Ability to analyse data (both secondary and primary)
Ability to communicate the findings of their research in the form of a market research report. (e.g., Structure, Tables/charts, etc – please see marking criteria)
Assignment specification
You are required to investigate attitudes towards leading brands in one of the following product categories (which have all been chosen because of the availability of secondary data on Mintel Oxygen to help you with your report):
Social media and networks

The overall objective of your research is to identify the most important attributes, in the particular category, their relative influence on consumer’s decision making and consumer’s perception of the leading brands performance in terms of those attributes
You will select one category from the options above and investigate 3 brands within that category. You must complete a minimum of 150 completed face to face (not online) questionnaires.
An assignment briefing will also be provided in a dedicated lecture and tutorial.
The findings from your research should be provided in the form of a report, the maximum word length for which is 3,500 words (+/-10%) excluding any appendices.
At each stage in the market research process you are required to make decisions which involve choosing a particular course of action and rejecting alternatives. This might mean for example choosing a particular sampling method and rejecting others. Your report should clearly state the decisions you have made and your reasons for doing so along with demonstrating your knowledge and understanding of the MRS Code of Conduct and Data Protection Act (1998).
Suggested report structure
Whilst there can be variations in the format a report of this kind could have, the following elements should be included:
Header Sheet
Title page (Tutor’s name, Tutorial session and student details {inc. Student ID Numbers} in the group)
Executive Summary
Table of contents (with page numbering)
Research Objectives (What are you trying to ‘find out’)
Introduction (This should include information regarding your chosen sector – secondary data (eg Mintel, etc) and the Fishbein Model)
Methodology (or approach to the research)
? Sampling Technique (Justification).
? Method of data collection (e.g., Self administers, assisted, etc.)
? Questionnaire (Rationale for questions asked) to be undertaken with Snap
? Reference to the MRS and how this guided your research
? Limitations of the research
Analysis (of the primary data collected and a critical analysis of the Fishbein model)
Findings (addressing and answering the Research Questions)
Conclusions
Recommendations
Appendices:
? Copy of the Snap questionnaire
? Graphs and tables, etc.
? … anything else you deem relevant