MAN 306 Market Research Group Project You are free to pursue your own research interests.

The choice is subject to two criteria. First, the problem must be relevant to business. Second, it is expected that it requires a field research study which involves gathering of primary data. It can be largely divided into two areas: (a) original research based on a current phenomenon in the market or a replication and extension of an existing study (some examples are given at the end) (b) client based research where you have to source for a real client and work with the client to solve the research problem. The project will be completed in 3 phases. 1. The Research Proposal A group project proposal should be submitted by March 5, 2012. The proposal should include a thorough analysis of 1) the problem that you intend to study, 2) how you intend to collect the data, and 3) briefly explain what your research output will be at the end of the semester. You may need to do some initial library research. The proposal should contain the following elements: 1. Background (detailed description of the problem) 2. Secondary Research (summarize results from secondary research to (a) provide context of the problem and confirm assumptions, and (b) explain why primary research is necessary). 3. Research Objectives (Define research objectives by specifying the information needed for a decision. List need to know questions that the research will definitely answer. Exploratory open-ended questions & ideas for possible high-impact findings). 4. Research Approach and Methodology (e.g. type of research, sampling plan, techniques to be employed) 5. Research Considerations & Rationale (i.e. why this research design has been selected, discuss potential problems in the research design). You may revise the design later.

2. Revised Proposal Phase two involves developing a questionnaire and sampling plan and implementing the survey. This section should explain the sample and procedures used and the data collected. Please see the relevant sections in the final report outlined below. This report should also include a revision of the phase one proposal, and is due April 2, 2012.

3. Final Report Including Results and Conclusions Phase three involves an analysis of the data collected (both qualitative and quantitative) and a comprehensive report based on the sum of the research and findings from your data analysis. The final research report is due May 4, 2012. It is important to write concisely and well. All pages should be numbered consecutively, not just the body of the report. Every exhibit, table, figure, etc., should have a title. Exhibits should be appropriately cross-

referenced in the text. When you report means or percentages always indicate the sample size on which the figure is based. The final research report should include but not be limited to the following:

1. Executive Summary: This should allow an executive to develop a basic understanding of all the major issues within the report without reading it all. Include the following: a. Research Objectives b. Concise Statement of Methods c. Summary of Key Findings d. Conclusions and Recommendations

2. Research Focus: Define the research problem explicitly. Some issues include: a. What is the background of the problem? (Provide information such as industry background here). b. Have there been past research (secondary data) already done that could help provide some insights into the problem? c. What is the main purpose served by your current research? Spell out all the research objectives you want to achieve. d. What are the major contributions of the research project? To whom will this research be useful? In what way? 3. Research Methodology: Provide justifications for the chosen design relative to the other alternatives. Provide a detailed description of how the entire process was carried out. This includes the techniques used in exploratory research, its findings, and how it helped you design your research instrument.

4. Research Instrument: Provide a detailed description of the scales used. Are they original or adapted from other printed sources? Questionnaires should be pre-tested. Use a small convenience sample (n=25). Describe the pretest and how it led to the questionnaire changes (if any). Attach the final version of the questionnaire as it was presented to the respondent in the Appendix.

5. Sampling: Include a description of population size, sampling frame, type of sample and why they are chosen. List the limitations of your sample and be specific what aspect of your conclusions this affects. Administer the questionnaire to at least 4050 respondents. The more people you survey, the better the results. The usable sample should be no less than 40. Therefore, it is advised to plan a larger sample size for such contingencies. Report how many were collected, how many usable and why some were discarded.

6. Results and Analysis: Present and describe your results clearly with tables and charts. Some of the analytical tools you could use are descriptive statistics (eg. frequencies or means of selected variables), and inferential statistics (eg. Cross Tabulations/Chi Square tests, T tests, ANOVA, Correlations, Regression Analysis). These tests should be followed by a detailed analysis that is guided by your research objectives. In other words, have your findings answered your research questions? Ideally, you would have thought about how you are going to analyze the data when you framed the questionnaire. It is

also useful to include a summary table at the end of this section that restates your research objectives, the tests used to address each objective and a summary of your analysis/findings. Attach a spreadsheet of your data in the Appendix.

7. Conclusion: Indicate how the results of the research can be used. It should provide decision-making implications, strategic considerations and other managerial or practical recommendations. Also discuss the main strengths and weaknesses of the project. Provide a list of future research objectives for those that were not covered in this project or issues that were uncovered in the duration of this exercise.

8. Appendices (Exhibits)

Suggestions for work distribution: Your group project should be a team effort and you should work together on all parts of the project. Sometimes, it is helpful to distribute the responsibilities of the project so that one person takes the lead on a certain part of the project. Below is a suggestion of how you can divide the responsibilities of your research project. Each job description listed below has certain skills associated with it that you can match up with the strengths of the members of your group. Project Manager Responsibilities: 1. 2. 3. 4. 5.

Develop project schedule Keep group members motivated and on schedule Solve personnel problems Help divide labor of project Liaison between group and professor

Skills required: Management ability, self-starter, motivator, communication skills Research Design Analyst Responsibilities: 1. Review secondary data and provide research on problem/opportunity 2. Develop research design 3. Plan and implement interviews 4. Develop sampling plan Skills required: Well organized, good communication skills, library skills Questionnaire Designer Responsibilities: 1. Develop questionnaire 2. Code questionnaire 3. Revise questionnaire 4. Pretest questionnaire 5. Validate scales used in questionnaire Skills required: Critical thinking, well organized, good written communication skills, detail-oriented

Data Collection and Processing Responsibilities: 1. Manage the collection of the survey data 2. Edit questionnaires 3. Develop editing guideline 4. Prepare data for statistical analysis Skills required: Well organized, detail-oriented, familiar with computer

Statistician Responsibilities: 1. 2. 3. 4. 5.

Develop spreadsheet application for data input Input data from questionnaires Perform statistical analyses Interpret data Create graphs and tables

Skills required: Strong analytical skills, computer expertise, critical thinker, enjoys math Editor Responsibilities: 1. 2. 3. 4.

Combine group reports forming a consistent and well-written proposal. Combine group reports forming a consistent and well-written revised proposal. Combine group reports forming a consistent and well-written final report. Oversee the planning and implementation of the oral presentation

Some project examples Perception of the stock market among Turkish people Exploring online piracy and illegal download behavior Attitudes of young people to use of online banking Attitudes of students to library Attitudes of students to theater Image of TV news channels Attitudes of people to organic food Buying habits of people in buying jewelry Attitudes of people to online purchasing Attitudes of students to the donation to charity Attitudes of females to cosmetic (makeup and skin care) products Attitudes of people to web advertising Factors that drive sales in the newspaper publishing industry Examining the viability of a new product