MKF5912-Marketing Research Report - Management Assignment Help

Assignment Task

Task

Assignment 1: Prepare a Market Research Brief
Successful marketing research requires good communication between the client and the marketing research company. Often the first written communication between the client and the marketing research company is the research brief. The research brief is therefore useful to explain what is expected from the marketing research company. As every brief communicates a different management problem there is no single “ideal” layout or length (as it depends on the problem and the prior expectations of the client). This assignment however will have a word limit (1,000 words excluding references). You can pick any company you want. Below is the structure that you need to follow when writing Brief.

Introduction
This first section serves as an introduction of the commissioning organisation and is designed to assist the marketing research company in gaining a quick understanding of the market in which the company operates and provides company information that is directly related to the management problem. The information presented in this section will draw heavily from secondary data sources. Please note that the data must exist in the public domain (i.e. you cannot use confidential company information or data).

Background
This section is designed to provide a short overview of what prompted the need to seek marketing research. It will include a description of the management problem facing the organisation. This section may explain recent changes in the marketplace, the competitive situation and even explain previous research that has been conducted.

Purpose of the Research

• This section is designed to provide a detailed description of the purpose of the research. That is, why is it important to commission this research and why it is felt that research may be of use to decision-making?
• This section is related to the discussion of Management Decision Problem. Objectives
• There are two types of objectives: Business objective and Research objectives.
• Business objective is the objective of the marketing project the research is for, it is the overall strategic objective.
• Research objectives are the detailed objectives of what you need to know e.g. attitudes, behaviour, usage expectations, perceptions. Is it to understand, evaluate or explore (more qualitative objectives) or is it to measure, record, or ascertain (more quantitative objectives).
• Well-articulated research objectives are essential to a good research project even though they may be extremely difficult to formulate. The client can assist the marketing research company by providing a wider perspective on the marketing objectives by explaining the business objectives. So, in this section the client should brief the marketing research company on both the research objectives and the business objectives.
• Another important component of this section is to offer support to the marketing research company with methodological issues. For example, if one of the broad objectives was to gain a better understanding of customers’ emotions and feelings, the client could express a preference for qualitative type data. Be careful though. Expressing too strong a preference for one methodology may result in newer or better methodologies being removed from consideration.
• This section is related to the discussion of Marketing Research Problem.

Scope, timing and budget

• This section details the (recommended) population under study (i.e. who should potentially be a member of the population). It also gives the opportunity to the client to point out any sources of information that may influence the scope of the project (e.g. databases).
• Deadlines and budgets are important for all concerned. They often determine whether the research is feasible. Similarly, the deadlines and budgets need to consider the audience for whom the research is intended. When will they expect the results?
• It is often important to also include a comment on the expected format of the report in this section. Reporting formats may include interim reports, progress reports, final reports, conference style reports, tele-conference reports, written reports etc.

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