The Marketing Research Project

Purposes of the Project 1.Give you practical experience at conducting a marketing research project. 2.Develop a systematic understanding of consumer perceptions of e-security. 3.Develop a systematic understanding of consumers’ role in e-security.

Benefits to be Gained 1.Practical experience 2.Exposure to a professional experience 3.Satisfaction of producing a product 4.Application of skills

Major Project Phases 1.Questionnaire Development 2.Primary Data Collection 3.Data Input and Analysis 4.Marketing Research Report

Outline of the Research Report Title Page Introduction Objectives Research Design and Methodology –Research Method –Sampling –Data Collection –Tabulation and Analysis Procedures –Sample Description Continued on next slide

Outline of the Research Report Results –Description of outcomes associated with each statistical procedure employed –Description of outcomes associated with each hypothesis Conclusions Recommendations Limitations Appendices

Description of the Sample Meant to familiarize the reader with the characteristics of the respondents Thus, primarily want summary tables or graphs of key descriptive characteristics Use percentages, not the raw numbers Mention 2 or 3 of the key characteristics of the sample. Refer your reader to the Annotated Questionnaire (in the Appendix) for a complete analysis of the sample

Statistical Outcomes Discuss outcome of all statistical procedures Describe the findings for EACH hypothesis. Do not simply repeat the information in your data tables. Do not explain what the results mean – you’ll do that in the Conclusions section.

Conclusions & Recommendations While not the most extensive, are the most important They tell the client what the results mean and what should be done Conclusions are statements of what the analyst believes the findings mean Recommendations suggest courses of action that should be pursued

Limitations ALLALL marketing research studies have limitations Highlight the key limitations of the project Briefly discuss the expected impact of each and/or the concern that should be given to each

Annotated Questionnaire Simple matter of extracting key figures from your computer printouts and placing them on a clean copy of the questionnaire used

Example Your electric utility company is considering a proposal to allow you to pay your monthly bill at the customer service desk of local supermarkets. If this option were available, would you: Definitely use the service7.2% Probably use the service24.2% Might use the service23.4% Probably not or definitely not use the service 38.1% Refused to answer or Don’t Know 6 Missing values Average value2.81

Format Requirements 1.Due NLT Thursday, December 3 rd 2.Must be typed & double-spaced. 3.Use Times New Roman 12-pt. font. 4.Page numbers must be included. 5.Length is NOT a grading criterion. 6.Must be securely bound in some type of a binder (this does NOT mean a staple or an envelope). 7.All references must adhere to Journal of Marketing style. 8.No print-outs (originals or copies) from SPSS allowed. All tables must be the student’s original work.