Research Skills Assessment 2 Topics
You are the Market Research Manager for a major producer of chocolate.
You manage a large and busy department conducting many and varied types of research projects.
The procedure is that Marketing or Product Managers write you a brief. Your task is then to respond with a short proposal (the specification has already been given to you in the Assignment 2 Specification)
These are some of the briefs that have recently come into the department. Pick one and respond with a proposal. (You should assume that the questions relate to the UK market only)
- I am the Brand Manager of Flake. Please can you quantify how my market is segmented, and which segments are the major buyers of the product?
- I am the Product Development Manager of Easter Eggs. I would like to get user reaction to 3 different Easter Egg designs. How could you help me?
- I am the Packaging Development Manager of Bourneville. I would like to get user reaction to new packaging designs. How could we do this?
- I am the Advertising Manager of Dairy Milk Fruit & Nut. I need an assessment of the current advertising campaign and a test of a proposed campaign
- I am the Marketing Manager of Crunchie. I want an assessment of how much my market share would change if I reduced the size of my chocolate bar 15%?
- I am the Marketing Manager of Dairy Milk Whole Nut. How many extra packets will I sell in the first month of launching a BOGOF?
Template for Assessment 2
Research Proposal (50%)
- Topic Selected
e.g. I am the Advertising Manager of Dairy Milk Fruit & Nut. I need an assessment of the current advertising campaign and a test of a proposed campaign?
- Introduction and Background of Research
Background of the research, why doing this research is important, what is significance of doing this research
- Research Questions
Research questions this project will address.
Students are expected to rephrase the selected topic into doable, actionable research questions, which narrow down the topic and focus the research project. The identification of the research questions should be based on a short review of relevant literatures.
- Aims and Objectives
Ideally the aims/objectives should be researchable, realistic, and achievable.
- Proposed Research Methods
Research design of the primary research; Choose and justify the research method(s) which are appropriate to address the research questions; Type of data to be collected; how will the data be collected; how will the data be used or analysed.
- Project Plan, Budget and Timeline
Detailed explanation of project plan, project phases, activity timeline and budget of the project tasks.
- Issues to be considered
Discuss on potential issues you may encounter during the research process, such as accessibility to the data, time and resources needed to complete the research, budget constraint, validity of the data, and potential ethical issues;
- Potential use of the research findings
What are the likely outcomes of the research? How research will benefit the target organization and other potential users of research?
- Conclusion and recommendations
Concluding remarks and recommendations to the client/other stakeholders in relation to the research project.
