Before writing the paper, you will need to undertake some research into the types of market research used by a local Brunei business of your choice. This could be a place of part time employment or somewhere you have worked at during a period of work placement.
The report will aim to justify the use of specialist marketing agencies for carrying out original market research.
You will start by explaining the range of market research methods used by the selected business. You should aim to cover the full range of methods used by the business but at the very least this must include at least two primary and two secondary methods of research. Throughout your explanation you should provide examples of how the research is used.
For each type of research, the report will assess how appropriate and useful the method is at helping the business to meet the organisations marketing objectives and to inform decision making. For example, if the purpose of the research was to gauge consumer reaction to a new advertisement, then you will assess how well the methods that were used met the objectives, the reasons why and, if appropriate explain if an alternative method of research would have been more appropriate and why.
Finally, the paper will justify the use of specialist marketing agencies for carrying out original market research. To do this, you will need to give clear reasoning, with evidence to support your opinion, why small to medium enterprises should consider specialist external research agencies when conducting original new market research. Again, appropriate and relevant examples should be used to support the judgements made.
The paper should be professionally presented and written using appropriate business language and terminology.
