Assignment: The Market Research Plan

Scenario:

Your top franchisee owns several franchises in New York, NY. Over the last three years, sales and market share have declined 5% each year in the consumer segment and business segment. As the marketing manager for the franchise, you have decided to fly to New York and develop a market research plan to understand the problem.

Create a market research plan:

• Using the market research process in the diagram below, develop a market research plan that will provide a better understanding and solution to the problem.

Address each step in detail.

Reference

Winer, R. S. & Dhar, R. (2011). Marketing management (4th ed.). Upper Saddle River, NJ: Prentice Hall

• Please make sure you include primary and secondary sources in your market research plan. See the diagram below.

You will provide a 3-5 page (using APA format and citation style) market research plan paper with at least three supporting references. You should include at least one illustration which can be included in the body of your paper or appendix.

You have just been named marketing manager of a major franchise. Your job will be to perform the daily tasks of a marketing manager.

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In this scenario, you will be responsible for the following:

Develop a marketing research plan for a product.

In addition you will be conducting the following tasks:

Illustrate the research process

Use secondary data sources

Develop a primary data plan

Predict market potential and forecasting