Research Project The research project will be carried out on a company

Research Project

The research project will be carried out on a company of your choice. The purpose of the research project will be to provide a “real world” insight into the topics we cover in class. The project will be based on the Model of Consumer Choice Behavior presented to you Week 2. I would like you to pass out your questionnaire (sample questionnaires are included in the POWEROINT PRESENTATION Week 2) to a total of 30 people, 15 who represent consumers who use the products/services sold by the company you chose, and 15 who represent consumers who do not use the products/services sold by the company you chose. You can collect the data either in person or on the Internet. You should summarize the results from the data you collect and compare the 2 groups of consumers on each question asked. You can use simple percentages, a bar chart, or any other format that you choose to compare the 2 groups of consumers. These results should then be listed in a Table that is presented as an Appendix. The research project should be a 10 double-spaced typed page report (not less than 10 pages and not to exceed 12 pages) not including Appendices. It should include the following sections:

Section I: Introduction to project

a. Company chosen (Example: McDonalds)/support with description of products and services sold

b. Problem identified (Example: Health trends moving away from fried foods)/support with data/information

c. 2 Groups of Consumers chosen (Example: McDonalds Users and Nonusers)/rationale for the choice. Total pages: 1-2

Section II: The Questionnaire: A discussion of the results of your research study. This should be based on the Table you put together in the Appendix. Total pages 2-3

Section III: Marketing Analysis: This should include a discussion of the way in which the company should segment their market; position and target their products and/or services; and develop their 4P’s. Total pages 3-4.

Section IV: Conclusion: Identify 3 alternative solutions to respond to the problem you identified in Section 1. For each solution, identify 3 pros and 3 cons for each solution and pick a best solution and defend it (You will find a short section at the end of this syllabus that discusses both the choice of a problem and alternative solutions). Total pages 2-3

Total pages of paper: 10


Appendix 1: The Table with your results

Appendix 2: A blank copy of your questionnaire