Here are the references I have found for the assignment:
References
Anon (1964) Journal of Marketing Research (Online). Chicago, American Marketing Association.
Article: Hanson, D. & Grimmer, M. (2007) The mix of qualitative and quantitative research in major marketing journals, 1993-2002. European journal of marketing. 41 (1/2), 58–70. doi:10.1108/03090560710718111.
Article: Hetenyi, G., Lengyel, A. & Szilasi, M. (2019) Quantitative analysis of qualitative data: Using voyant tools to investigate the sales-marketing interface. Journal of industrial engineering and management. 12 (3), 393–404. doi:10.3926/jiem.2929.
Book: Malhotra, N.K., Birks, D.F. & Wills, P. (2013) Essentials of marketing research. 1st ed. Harlow, England, Pearson Education Limited.
Book: Hague, P.N., Hague, N. & Morgan, C.-A. (2013) Market research in practice : how to get greater insight from your market. Second edition. London, Kogan Page.
Academic Journal: Anon (2000) International journal of market research : the journal of the Market Research Society. Henley-on-Thames, Oxon, UK, NTC Publications Ltd.
McGivern, Y. (2013) The practice of market and social research : an introduction. Fourth edition. Harlow, England, Pearson Education Limited.
Here is the assignment task:
Scenario:
The Brand Manager of Ben & Jerry’s ice creams and is pressured by senior management to respond to a viral advert launched by its competitor, Aldi’s Gianni’s Mini Cups. Since the two-week launch of the campaign, records suggest that sales units of Ben & Jerry’s ice creams have decreased by 2.5%, particularly among the target market of students and young adults. The Brand Manager is unclear of how to approach the marketing problem but appreciates the need for market research to inform decisions. Learning about your new expertise in market research in this module, she hires your team to prepare a market research proposal that lays out a plan for the following:
1.) Type(s) of primary data to collect (with rationale).
Phase 1: qualitative: go more in depth then phase 2: quantitative with a survey – testing the in-depth data
2.) Sample(s) from which data should be collected (with rationale).
3.) Tool(s) or technique(s) most appropriate to collect the data (with rationale).
4.) Procedures to follow in order to collect the needed data.
5.) Appropriate data collection instrument(s) (e.g. survey, interview guide)
