BUSN2028 MARKET RESEARCH

Individual Assignment Marketing Research Report – Option A

Congratulations, you have just started a new job as a Research Assistant at a marketing research agency! Your manager would like you to help prepare sections of a research plan for the agency’s new client, dusk – a retailer of premium candles, home decor, and home fragrance. The company is considering extending their product range to include perfumes and colognes.

To prepare the report for your manager, you will need to research the organisation, the industry, and relevant competitors. Please do not contact companies requesting information for your project – all your research should be obtained from publicly available information.

MARKET RESEARCH Report Structure

Introduction (approx. 200 words)

Provide a brief overview of the organisation and purpose of this research plan.

Literature Review (approx. 450 words)

Provide a brief literature review on the identified problem/challenge in the same industry, similar industry, or other industries. Based on the reviewed literature, describe any theories or frameworks that will help the company better understand their problem. This section must cite at least five sources.

Research Questions and Objectives (approx. 150 words)

Use your knowledge of defining the problem, to translate the following marketing management problem/challenge into research questions (RQs) and research objectives (ROs). Provide at least two questions and two objectives.

“Should dusk add perfume and cologne to their product range?”

Research Method (approx. 1,000 words)

Provide a brief overview and justification for your overall research approach (exploratory, descriptive, casual). Then, provide a detailed plan for how the organisation can use two research tools to address the RQs and ROs. Your proposed research plan must demonstrate in-depth engagement with the relevant topic material.

  • Qualitative Research

Choose focus groups, projection techniques, or in-depth interviews.

Provide a plan for how to use this research tool, and explain why it is suited to the research project. Remember to discuss sampling considerations, potential sources of error, plus advantages and limitations of the research tool.

  • Survey Research

Draw upon your knowledge of survey research and questionnaire design to write a questionnaire for the organisation. Explain the reason for your chosen mode of administration (mail, internet, etc.). In this section, you must also discuss:

  • Sources of error in survey research;
    • Advantages and limitations of survey research;
    • Comprehensive sampling details.

Conclusion (approx. 200 words)

Explain how the proposed research method can address the research questions and objectives.

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