Focus of the Final Paper
The final assignment is a paper that describes each of the steps in order to conduct marketing research based on a specific marketing research problem. Choose a marketing research issue for the final paper from the cases in the text or choose your own research issue (be sure and get instructor approval) and write a marketing research plan for that issue. Although the actual research does not need to be conducted, a discussion of how to carry out each step for your research issue must be included. Below are the steps in the marketing research plan:
Establish the need for marketing research
Define the problem
Establish research objectives
Determine research design
Identify information types and sources
Determine methods of accessing data
Design data collection forms (or scripts)
Determine the sample plan and size
Collect data (if feasible)
Analyze data (if data is not collected, describe the methods that should be used to analyze it)
Describe how the report should be presented and to whom
Writing the Final Paper
