Marketing Information and Research Professor Alan Wilson Senior Examiner June/September 2012 Assignment Brief May 2012

Presentation title Proposal Focus is on CUSTOMER CONTACT (face to face, telephone, online or in correspondence). –Identify what contacts the organisation has with different customer types. –Examine the attitudes of different customers towards these contacts. –Determine the types of contact customers prefer. –Identify the most important characteristics of effective contact.

Presentation title The Research Proposal Follow standard structure: –Background and Rationale. –Objectives. –Approach and Method. –Reporting and Presentation Procedures. –Timing. –Fees. Don’t need an Executive Summary. Background section – should provide background about organisation, its markets and rationale for the study.

Presentation title The Research Proposal Objectives - require clarification of objectives with information targets – as below: To verify the environmental data requirements of boaters by quantifying the level of need for:- –R–Recycling and waste disposal facilities, including holding tank (toilet) pump out facilities. –C–Closed washdown systems for antifouling and maintenance. –M–Marine wildlife information. objective Information targets

Presentation title The Research Proposal - Method Need justification for suggested method. Do not include questionnaire or discussion guide in the proposal. Should be appropriate to the situation being examined – not simply taken from an earlier template. Should tie up with objectives – clear linkages. Secondary data sources should be specific to the problem or sector.

Presentation title The Research Proposal Method section - need to include details of sample –For example: A total of 250 interviews are proposed. These will be selected based on household structure. House hold Structure SingleFamily without children Family with 1 child Family with 2 children Family with 3 or more children Sample Size 50 - Each subsample will aim for an equal mix of gender, race and regular/heavy users.

Presentation title Week Task Planning x Secondary Researchxx Secondary Reportingxx Qualitative Fieldworkxxx Qualitative Reportingxx Quantitative Fieldworkxxx Quantitative Reportingxx Presentation x Final Report xx Look at example of reporting, fees and timing section in Senior Examiner’s Reports - for example Gantt Chart

Presentation title PhaseDescriptionQuantityCost Research Staff2 Junior and 1 Senior14 weeks£15,000 Secondary ResearchPurchase relevant reports£ focus groups x 4 segments4£16,000 Postal Survey (inc telephone calls) 1,200 (target 480)£6,000 Hall Tests600£2,000 Total Fee£40,000 Also Cost Breakdown: Less concerned about the reality of figures – more concerned about seeing a breakdown of costs.

Presentation title Questionnaires/ Discussion Guides Questionnaire : –Address the objectives in the proposal. –Provide variety in the types of questions posed. –Address all the points asked for in the field guidelines. Discussion guides – are not simply a list of questions!!! –Set into appropriate sections. –Remember projective techniques and think through their appropriateness. –Include Moderator instructions and in particular remember to include code of conduct issues.

Presentation title Task 3: Mystery Shopping – discussion paper Define mystery shopping, illustrating how it would be applied in the context of the chosen organisation. Describe the tasks involved in establishing and maintaining a mystery shopping programme. Identify the advantages and disadvantages of establishing a mystery shopping programme. Evaluate whether mystery shopping is an appropriate research method for the chosen organisation.

Presentation title Discussion Paper Address all requirements of task – need to pay attention to marking criteria. As the task states that the material should be related to the organisation in the Proposal, then it is critical that it does. We are not testing whether you are able to copy from the textbook.

Presentation title Addressing the Syllabus: Key Text Wilson A Marketing Research: An Integrated Approach 3rd Edition FT / Prentice Hall 2011 Chapters relate to the syllabus Real-life case histories Current issues in marketing research

Presentation title Other Delivery Resources CIM Web Pages. Previous Assignments. Senior Examiner Report. Marking Scheme.