Assignment

Part 1: Customer Flow and Revenue Presentation

Scenario: Select a Fortune 500 company of your choice, and look for ways to increase customer flow and revenue for the business. The company leaders have hired you to be the company's market research consultant.

Prepare a 7- to 10-slide Microsoft PowerPoint presentation, with speaker notes.

Address the following in your presentation:

- Provide four facts about the company using descriptive statistics.
- Conduct market research to determine additional business opportunities.
- Recommend two marketing strategies based upon the additional secondary research you conducted.

Format your presentation consistent with APA guidelines.

Part 2: Using Descriptive Statistics In Marketing

Resources: The Market Research Toolbox, Ch. 11, The Market Research Toolbox, Ch. 14, and 15-minute Oil Change Data Set

Scenario: An oil change company is looking for ways to increase customer flow and revenue for the business. The company leaders have hired you to the company's market research consultant.

Using raw data, determine two descriptive statistics regarding the oil change company that can be used to attract customers.

Write a 525- to 700-word paper in which you:

- Explain the descriptive statistics determined and their direct use in attracting customers.
- Analyze additional information needed to develop a better marketing strategy.
- Assess how you would collect this additional information.

Format your paper consistent with APA guidelines.

Part 3: Market Research Implementation Plan: Final Plan

Write a 525- to 700-word Market Research Implementation Plan based on the scenario you selected in your Week 2 Learning Team Assignment: Market Research Implementation Plan: Problem Identification and Project Outline.

Continue and revise the previous paper to address the following in your plan:

- Describe your business scenario.
- Explain secondary market research concerning and applied to the selected scenario.
- Discuss the research design used in your project, such as qualitative, quantitative, or mixed.
- Develop at least one data collection instrument to address your market research scenario.
- Recommend sampling procedures for the implementation of the instruments.
- Create figures and tables to demonstrate marketing information.
- Develop a timeline for implementation
- Create an Executive Summary to place at the beginning of the plan.

Format your paper consistent with APA guidelines.

Part 4: Instruments with Various Measurement Scales Worksheet

Complete the Instruments with Various Measurement Scales Worksheet.

Describe in no more than 350 words a business situation of your choice where market research can influence decision making.

Create six questions for a questionnaire or interview using at least three of the following measurement scales:

- Nominal
- Ordinal
- Interval
- Ratio
- Unidimensional
- Multidimensional

Type of Measurement Question

Determine in 525 to 700 words the best sampling procedure.

Part 5: Market Research Case Study Analysis

Describe a business situation in 175 words where market research can influence decision making.

Select three research methods from the following list:

- Primary
- Secondary
- Qualitative
- Quantitative
- Mixed

Analyze each selected research method in 175 words as it relates to your selected business situation.

Research Method Analysis as related to business situation

Compare the use of observational versus experimental research for the business situation in a total of 350 words.

Explain in 175 words which type of research method would work best for the selected business situation.

Part 6: Market Research Implementation Plan: Research Design

Write a 525- to 700-word paper in which you examine the applicability of different marketing research tools to the scenario that you selected in your Week 2 Learning Team Assignment: Market Research Implementation Plan: Problem Identification and Project Outline.

Address the following in your paper:

- Describe your business scenario.
- Explain secondary market search considerations and apply them to the selected scenario.
- Discuss the research design used in your project, such as qualitative, quantitative, or mixed.
- Develop at least one data collection instrument to address your market research scenario.

Format your paper consistent with APA guidelines.

Part 7: Market Research Implementation Plan: Problem Identification and Project Outline

Select an organization with which you are familiar. This organization is the basis for your Market Research Implementation Plan.

Obtain your instructor's approval for this organization before beginning this project.

Select a scenario from the following list:

- An organization is planning to introduce a new product or service in another country.
- An organization is considering introducing a new product or service.
- An organization is considering launching a new business unit.
- An organization is considering pursuing a new geographical market.
- An organization is considering adjusting the pricing of an existing product or service.
- An organization is considering enhancing an existing product or service to meet expanding customer needs.
- An organization wants to evaluate its perceived customer service.

Write a 525- to 700-word detailed outline of your Market Research Implementation Plan in which you address the following:

- Describe your selected organization and scenario.
- Based on your selected scenario, identify the detailed areas in which market research is needed - such as population, target market, and per capita - and describe their importance to the organization in the selected scenario.

- Develop an outline with headings and a brief paragraph for each of the sections that you anticipate having in your final Market Research Implementation Plan. You may decide to change these sections in future weeks.

Format your outline consistent with APA guidelines.

Part 8: The Importance of Market Research

Select a Fortune 500 company in which you are interested.

Write a 700- to 1,050-word paper in which you describe the importance of marketing research to your selected company's management team.

Address the following in your paper:

- Define market research.

- If your selected company uses marketing research, identify the different types of marketing research it uses and describe the importance of that research to the company using the provided template.

- If your selected company does not currently use marketing research, describe the different types of marketing research that would be beneficial to the company.

Format your paper consistent with APA guidelines.