Unit 2 Assignment: Propose a Marketing Research Study

In this Assignment, you will be assessed based on the following outcome:
MT355-1: Explore a research problem.
Business owners and managers often identify problems they need help to resolve. In such situations, additional information typically is needed to make a decision or to solve a problem. One solution is a marketing research study based on a scientific research process. In this Assignment, you are on a quest to identify and develop a problem statement for a marketing research study.
Using the Random Scenario Generator (RSG) you will select an industry, business problem, and geographic market in which you will select a single business entity. You will be prompted to select 1 of 3 options for each of the variables. Once you have selected from each variable category, the resulting scenario is to be the basis for your work on this Assignment. Each student’s scenario will be documented.
You will compose an expository essay to identify necessary information about the business problem, develop a marketing research problem statement, and propose research questions for your RSG industry. Your paper must be a minimum of 750-words (3-4 pages, in addition to the title, reference, and appendix pages), using APA 6th edition style and format, in 12-pt font, and double-spaced. Complete the following steps:
Step 1. Identify and Clarify Information Needs: You can learn a lot about a company by engaging in several different activities to define an existing problem (see pages 32-34 in the textbook), including:
● Conduct secondary research about your chosen organization to identify any existing problems the organization may be experiencing.
● Visit the organization’s social media pages and websites to identify a problem the organization may be experiencing.
● If possible, contact the organization and ask them what problems they may be experiencing related to the RSG situation.
Step 2. Situation Analysis: Once you have identified a marketing oriented problem to research for your chosen organization, conduct a situation analysis (SWOT and/or PESTLE analysis) to critically analyze the internal and external marketing environment of your chosen organization in order to understand the complete marketing problem situation.
Step 3. Diagnose the Marketing Problem: Define the problem in a concise purpose statement.
Determine the consequences of not addressing certain issues by considering the urgency or immediacy of the issue. Diagnose the marketing problem to identify the root cause and differentiate it from the symptoms of a marketing problem.
Unit 2 [MT355]
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Step 4. Develop the Marketing Research Problem: Discuss the organization you chose, explain the industry in which they operate, the markets they serve, and the problem you identified and would like to study.
Step 5. Support with Research: Conduct a brief literature review using secondary research resources to uncover relevant theories related to the research problem under study. Synthesize a minimum of three peer-reviewed research resources in your writing.
Step 6. Research Questions: Formulate a minimum of three probing research questions.
Interpret the problem definition and purpose of the study to aid in the formulation of the research questions. Explain how interpreting problem definition stimulates critical thinking.
Review this tutorial on Searching for Information in the Library.
Directions for Submitting Your Assignment
Review the grading rubric below before beginning this Assignment. For additional help with expository writing style, persuasive writing style, and APA 6th edition formatting, please visit the
Writing Resources accessed through the Academic Success Center within the Academic Tools area of the course. Compose your Assignment as a Microsoft® Word® document and save it with your first name initial and last name (Example: JDeem-MT355 Assignment-Unit 2.docx). Submit your file by selecting the Unit 2 Assignment Dropbox by the end of the unit.
MT355 Unit 2 Assignment: Propose a Marketing Research Study Possible
Points
Earned
Points
Content, Focus, Use of Text/Outside Sources
Step 1. Identify and Clarify Information Needs
Diagnosed a marketing research problem. 5
Defined the problem in a concise statement. 5
Determined the purpose of the marketing research. 5
Step 2. Situation Analysis:
Conducted a SWOT and/or PESTLE.
5
Step 3. Diagnose the Marketing Problem:
Defined the problem in a concise purpose statement. Determined the consequences of not addressing certain issues by considering the urgency or immediacy of the issue. Diagnosed the marketing problem to identify the root cause and differentiate it from the symptoms of a marketing problem.
5
Step 4. Develop the Marketing Research Problem:
Discussed the organization, explained the industry in which they operate, the markets they serve, and identified the problem you would like to study.
5
Unit 2 [MT355]
Page 3 of 3
MT355 Unit 2 Assignment: Propose a Marketing Research Study Possible
Points
Earned
Points
Step 5. Support with Research:
Conducted a brief literature review using secondary research resources to uncover relevant theories related to the research
problem under study.
5
Synthesized a minimum of three peer-reviewed research resources in a literature review to inform the marketing research study. 5
Explained how interpreting problem definition stimulates critical thinking. 5
Step 6. Research Questions
Formulated a minimum of three probing research questions. 5
Interpreted the problem definition and purpose of the study to aid in the formulation of research questions. 5
Explained how interpreting the problem definition stimulates critical thinking. 5
Clarity / Organization (Negative points if applicable)
You are expected to meet the following requirements with ease in a 300 level course. Penalties will be calculated as a percentage up to 50% of the grade and will apply if the following criteria are not met.
Applied expository writing style. Writing style, grammar, and APA 6th edition formatting.
Applied proper APA 6th edition formatting style; including in-text citations, title page, and reference page.
No spelling and grammatical mistakes.
Used appropriate language related to the strategy theories, concepts, and principles learned.
Professional use of abbreviations and acronyms.
Total Gross Assignment Score: 60
Less: Late Penalty (-10% 1 week late, -20% for over one week.
Prior approval for any projects later than 2 weeks.)
Total