Related Course Objectives: 1. Assess the role of marketing research in the design and implementation of a successful marketing programme 2. Develop research strategies that will provide sound and reliable inquiry into customer characteristics and needs 3. Design research instruments and procedures that will properly collect important information 4. Produce report that incisively informs management and makes recommendations to resolve issues and problems Assignment Description and Instructions: Please study the case scenario below and propose an approach to address the needs and find solutions. Your report should: 1. Include four (4) research objectives 2. Describe the research design. Use three (3) qualitative methods: Focus Groups, Depth Interviews and Netnography. For each give the following details: a. Participants i. numbers, gender, age, how selected; Justify each b. Interviews i. how many, the setting & process, length of time; Justify each ii. questions/discussions held related to the 4 objectives
Related Course Objectives:
1. Assess the role of
marketing programme
2. Develop research strategies that will provide sound and reliable inquiry into customer
characteristics and needs
3. Design research instruments and procedures that will properly collect important
information
4. Produce report that incisively informs management and makes recommendations to resolve
issues and problems
Assignment Description and Instructions:
Please study the case scenario below and propose an approach to address the needs and find
solutions. Your report should:
1. Include four (4) research objectives
2. Describe the research design. Use three (3) qualitative methods: Focus Groups, Depth
Interviews and Netnography.
For each give the following details:
a. Participants
i. numbers, gender, age, how selected; Justify each
b. Interviews
i. how many, the setting & process, length of time; Justify each
ii. questions/discussions held related to the 4 objectives
3. Produce fictitious findings that relate back to the four (4) objectives. That is, match the findings
to the objectives
A cosmetic manufacturer wants to understand why users shop online versus in store, and how
they might take better advantage of the online channel; the manufacturer wants to make
improvements to the company’s website. The manufacturer also wants to find out why
Nordstrom.com appeals to cosmetic consumers versus other websites. Additionally, the
cosmetic manufacturer wants to find ways to improve consumers’ in-store experience.
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