In pairs, you must develop a Marketing Research Project based on a clear and specific marketing problem or opportunity of your choice (validated with the professor), detailing the objectives, and explaining why they chose their research design method and how they arrived at their results. It should be a professional paper that could be published.
The expected table of contents:
Introduction and aim:
Select a marketing research problem or opportunity of interest.
What are the research questions that you have?
Background to the problem/opportunity:
Organize this section based on the topics your topic explores.
Include academic references using our library/Google Scholar/etc.
Include recent information about the topic.
Present data in a compelling manner, using illustrations, graphs, charts, etc.
Methodology:
How will you answer the research questions? Type of research.
Address: quantitative, qualitative, mixed, etc.
Address: primary data vs secondary data
Develop the primary data ensuring clarity, relevance and appropriateness of questions.
Sampling: method, type of sample, sample size, rationale.
Conclusion: Key insights and current situation/state-of-the-art of the problem.
List of references
Appendices (if necessary)
You will present your research in the last session, remember to present data in a visual, engaging, sophisticated, and clear manner. Remember that is important that you justify your answers and include in-text citations throughout the submitted document, as seen in class, as well as a list of references. This directly affects the quality and credibility of your work, as well as your evaluation.
