Research -AW-Q351

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See the course project information in the Course Documents section of the class.
This week’s assignment is background research on your “client”
This document should have 2 sections

o Describe the client’s business: its products, the market for its products (including kinds of customers and dominant applications), and the competition it faces. If it is a large corporation, focus on the division or product line of interest. For instance, don’t get bogged down in a description of HP’s travails in the PC market if you are going to do research for the printer division.

o Then, sketch out the decision problem on which you expect to focus the research proposal. For example, the company may be planning to launch a new product, enter a new market, address some competitive threat, take advantage of some new opportunity, or respond to some event.

Your goal in describing the decision problem is to give enough detail that I can properly advise you as to whether this problem has the necessary scope to allow you to excel on the assignment. More generally, you want to provide the kind of detail that will allow me to give you useful feedback on where the research proposal should be focused.

Research Proposal#1

Please include the following sections


Please attach the material giving the background information on your client up front; a well-written background section contributes modestly to your grade. This is because the ability to brief a reader on relevant background information for a given company is a useful skill to acquire in business school.

Only include the pure background information here. The decision problem, which was bundled together with background information in the Week 4 submission, should be separated and developed in more complete terms in the next section.

Decision Problem& Research Question(s)

This is one of the most important sections. In it you lay out the decision problem that will be addressed by means of the proposed research. This section should take advantage of, and display, the strategic ability and insight that you have been developing throughout the courses you have taken in the marketing program.

As part of this section, articulate the research question(s) to be addressed by the qualitative research. It may or may not be useful to discuss other research questions, also associated with the decision problem, that will not be addressed through qualitative research. Qualitative research is often a preliminary to other research.

Research Objective(s)

State the specific research objectives to be achieved through the qualitative research. One or more of these may be a re-statement of the research question. In general, research objectives will be more specific to a particular firm’s situation, whereas research questions are more generic in their phrasing. Your research objective should incorporate specifics about the kind of information to be gained, and may include terminology specific to a given product category.

Be sure to follow the format for research objectives given in Chapter Two of the McQuarrie text
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Defining Problem

The first step in solving any case study analysis is to define its problem carefully. In order to do this step, our experts read the case two three times so as to define problem carefully and accurately. This step acts as a base and help in building the structure in next steps.

Structure Definition

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Research and Analysis

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Research Design

Indicate whether you will do customer visits (or individual depth interviews), focus groups, or both. The format and content of this section will differ depending on which technique you recommend, as noted below. In either case, include the following material

1. overview of the design
• For customer visits, indicate how many visits to what kinds of customers
• For focus groups, indicate how many groups with what kinds of customers

2. detailed characteristics of the sample of customers to be contacted
• for customer visits, this takes the form of a sample grid, with justification
• for focus groups, please provide the screener to be used for telephone recruiting, along with a justification for why some kinds of customers are included/excluded, and a justification for any quotas

3. An exhibit showing a fully worked out draft of the discussion guide(s) to be used, along with an explanation in text for the topics covered and the discussion flow
• Include any stimuli to be shown in the visits/groups

4. Miscellaneous material needed to understand and appreciate the excellence of the proposed research. For customer visits, this might include the job roles that will participate and the number and composition of visit teams. For focus groups, this might include the job roles that will observe the groups and the nature of the report to be produced. For either customer visits or focus groups, this might include the kinds of analyses to be applied or outputs to be expected from the research.

Page Limits

The total page limit, excluding background, discussion guide, and any other exhibits, is ten (10) double-spaced pages with one inch margins and a font not less than 11 points in size. Often 8 pages will be sufficient. Generally, 3-4 pages will be devoted to the decision problem, 2-3 pages will be devoted to a discussion of the sample selection, 2-3 pages will be devoted to a justification of the discussion guide, and 1-3 pages will be devoted to miscellaneous material. Any number of exhibits may be included.

Please note: it is not sufficient to simply describe the sample or reproduce the discussion guide in an appendix; these have to be discussed and justified.

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