Paper Assignment: Strategic Communication Research
Product: Chocolate
Hypermarket to examine: Any of Union Coop, Sharjah Coop, Lulu Hypermarket
Personal: 3 different families as in sample
Location: United Arab Emirates.
Examples from observation: We can say in co-op everything comes in a big pack and there are ramadan offers that aren't really offers but people believe it, And how brands upgrade their packages or whatever like in Ramadan they have design of the moon and kinder have a huge box for Ramadan
Part 1: Observation Research
1- State the subject your are observing, and why you think it's interesting.
2- State the point of consumers' entry and exit.
3- What do they do?
4- What/Who do bring with them?
5- What mental state are they in?
6- What are their expressed feelings?
7- Do they compare different brands or do they go a specific brand?
8- Approximately how much time do spend on this activity?
9- What do they take with them, and what do they leave behind?
10- What did you learn from this observation?
Length of this section: 3 pages.
Part 2: Market Research Proposal
Marketing research is at the heart of addressing the fifth P's of marketing: product, price, place, promotion, and public relations. That is, the product must satisfy a need, be priced at the right level in a place where it will be seen by the right people and promoted to generate sales. The proposal is a rationale for undertaking a research project and as such it must be persuasive, written in non-technical language and thorough in its analysis.
Purpose and Scope
The marketing research proposal's primary function is to state the question that the research will attempt to answer. If your proposal aims at introducing a new product/servicewhat concept, copy and market tests should you do. On the other hand, If you want to find out why sales are lagging with an established product/service what advertising/PR research should you do.
The Marketing Environment
Marketing research must include an overview of the marketing environment. SWOT and PEST analyses help in understanding the marketing environment.
Objective
You should articulate your SMART objectives. In addition to stating the objective, the proposal should include a descriptive background that provides the context of why the ultimate goal is important. If there is a problem to be solved, it should be clearly stated. A timeline with major milestones or Gantt chart might be appropriate if the proposed research is of significant scope.
Audience
What should you do to accurately identify your target audience?
Strategy
What type of research would you do to identify a strategy that you will adopt to guide your research and achieve your objectives?
Tactics
What type of research would you do to identify the most effective tactics to help your achieve your objectives?
Method
In this section of the proposal the researcher must lay out the method that will be used to collect and interpret the data. Qualitative aspects might include anecdotal evidence, measurement of the intensity of emotions from respondents, compiling consensus opinions from multiple inputs and the like. You have to develop a good questionnaire to find answers to your research question.Quantitative analysis using figures can measure data precisely, offering exact outcomes for the hypothesis/research question being tested. Alternative research methods should be explained to justify their inclusion.
Analysis
What should be done after data is collected? Describe the process and procedures of data analysis.
Results/Findings
In what format will the results/findings be presented?
Recommendations
For what purposes will the results/findings be utilized? Who may benefit from them?
Length of this section: 7 pages.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Sample-Strategic-Communication.rar