Week 8 Assignment
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American Public University *
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Course
400
Subject
Marketing
Date
Feb 20, 2024
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docx
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9
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Instructions
The research paper for your term project is due this week. Your term project research paper may address any topic covered in this course that is of interest to you as long as you include the following.
Frame your topic as a business problem/challenge
Discuss how marketing research is used to identify and exploit business opportunities
Examine the role of ethics incorporating concepts from the field of marketing and psychology
Discuss how combining marketing and psychology perspectives/methods would contribute to the resolution of the problem/challenge
Justify the importance of the problem/challenge in a social or global context
Include a limited quantitative discussion and analysis of the business problem/challenge (be sure to incorporate accurate calculations, estimates, risk analyses or quantitative evaluations of the problem/challenge)
Appraise the sources of information utilized in the assignment.
The paper is to be 5 - 7 pages of content and is to follow APA style. You should have at least 5 references from professional publications. Your research references should be primary works from professional publications.
Remember that your paper must use APA style. Here are some APA sources you should review. Use APA style for all your paper.
2
Term Project Research Paper
Student Name
MKTG400: Marketing Research
Dr. Thomas Schaefer
November 26
th
, 2023
3
Term Project Research Paper
For this week’s assignment, I will be discussing the potential problems faced when attempting to determine a sample size when conducting a survey, and how to develop a proper sampling plan for effective marketing research in trend analysis and product trends in the market.
This paper will include research on how to process data received from a survey and when to use methods of sampling based on the subject of interest. Since a sample only reflects a small number of a population, it is important to understand which groups are being surveyed and what variables may be affected in the data. With this paper, I will be explaining how to best choose a sample including the size, population distribution, and how to conduct informative market research to produce the most effective data. Primary & Secondary Research
In any business or organization, marketing is extremely important for businesses to establish their presence in the market and reach the targeted market. Marketing tools help create brand awareness, drive growth in the market, reach and obtain customers, and improve overall engagement with a brand (Emeritus, 2023). The marketing mix contains internal factors (price, product, promotion, and distribution) and environments (economic, political and legal, cultural and social, and competitive and technological environments), which allow businesses to identify their objectives. Research allows businesses to have a greater understanding of the market and consumers’ buying habits, therefore providing data on how to proceed in the market. There are two main types of market research to aid businesses and their objectives: primary and secondary research. Primary research is conducted when data or information is gathered for a particular product or hypothesis and needs to be collected specifically for consumers or businesses (Stokes,
2012). Secondary research uses existing, published data and research that is not specific to the
4
problem or objective at hand. Utilizing secondary research is helpful when conducting primary research because it can provide information that may be relevant to sample size and audience, or even used as a reference to measure the accuracy of the primary research (Stokes, 2012). Understanding the differences between primary and secondary research can help researchers identify which method is the best use of their resources and survey methods based on what information is needed. Benefits of Marketing Research
Market research is a process that aids business decisions by systematically gathering, recording, and analyzing data and information about customers, competitors, and the market (Stokes, 2012). Using this information allows businesses to design better products, improve user experiences, and create a successful marketing strategy. Marketing research provides information
that will help identify a problem or opportunity and assists managers with determining the best possible solutions based on research findings (Mishra, 2008, pp. 4). Primary research is timely and can become very costly in order to get accurate and broad results. Secondary research is the most cost-effective option since it has already been collected, so it is important to evaluate costs and objectives of the research. Market research helps businesses and decision makers study the factors of buying decisions in a market, profitability of the business, and competitors in the market. Utilizing the data and information collected will improve marketing decisions, identify opportunities or problems, and assist managers in making the best possible decisions. If done correctly and efficiently, market research can determine the success of an organization and its products in the market. This leads us to difficulties in collecting data and information, and what methods may be unethical. Marketing Research & Ethics
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Related Questions
Please add more and improve our conclusion in our paper
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From the Research Topic and questions kindly provide a draft response for the Self-Assessment / Conclusion for a proposed seminar presentation Include any in-test citation/References .
Topic: "An Analysis of the factors influencing Recruitment, Selection and Retention of Public Sector Workers in Montserrat."
Research Questions:
(1) What are the challenges that exist in the Montserratian public sector that influence the recruitment, selection and retention of workers?
(2) What steps are being currently undertaken to correct the identified challenges in the recruitment selection and retention practices in the Montserratian public service?
(3) What are the perceptions of Public Servants of the Recruitment, Selection and Retention policies and practices in the public service of Monserrat
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Consider the image below. Briefly design a short section of a survey questionnaire , with only three questions, to identify the most important attributes when customers are choosing a coffee shop and how they would rank the importance of the attributes.
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Topic: The study of customers’ behavior towards online shopping as opposed to in-store in the Caribbean.
A theoretical framework is a single formal theory. When a study is designed around a theoretical framework, the theory is the primary means in which the research problem is understood and investigated. Although theoretical frameworks tend to be used in quantitative studies, you will also see this approach in qualitative research.
What is the Theoretical Framework based on this topic in a qualitative reseaech approch?
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1 Define and discuss problem identification and problem-solving research. Discuss how the two types of research are related. Develop an example showing the relationship between these two types of research.
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Topic: Effect of food price increase on the lower class in a Town.
Methodology (include research design in here)
The comprehensive explanation of the proposed research is addressed to other specialists in your field. This includes: research design, setting and participants, data sources/instruments, data collection techniques, sampling techniques, analysis and interpretation, and ethical considerations. This section is the heart of the proposal and is the primary concern. Remember as you lay out the research design to:
Be realistic about what can be accomplished.
Be explicit about any assumptions or hypotheses the research method rests upon.
Be clear about the focus of the research.
Be as detailed as possible about the schedule of the proposed work.
Be specific about the means of evaluating the data or the conclusions.
Be certain that the connection between the research objectives and the research method is evident.
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V ,,,How can organizations effectively manage their marketing budget?
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Identify a specific brand within a product category with which you are familiar. The brand’s performance will be researchedProvide the instructor with the following information (250-300 words):Identify a specific brand within a with which you are familiar. The brand’s performance will be researched and documented, and then analyzed using the guidelines specified. The brand selected should not be a market leader since the project is intended to expose deficiencies and shortcomings in the marketing of the product using a framework.be sure that there is adequate information available on competition and markets. For example, a local brand may not have readily accessible information or sufficient information to satisfy the requirements of this assignment. Include a brief description of your chosen brand and indicate your reasoning for the selection. ………………………
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1. Analysis of Current Marketing Strategies (5 marks):
Choose a hospitality business (e.g., hotel, restaurant, travel agency) and
conduct an in-depth analysis of its current marketing strategies.
Evaluate the effectiveness of their current marketing efforts in reaching
their target audience and driving customer engagement.
Identify any strengths, weaknesses, opportunities, or threats in their
current marketing approach.
2. Development of Marketing Plan (10 marks):
Based on your analysis, develop a comprehensive marketing plan for the
chosen hospitality business.
Clearly outline the goals, target audience, positioning, and marketing
tactics to be employed.
Include a detailed timeline and budget for implementing the marketing
plan.
Justify your choices by explaining how they align with the business's
objectives and address the identified strengths, weaknesses,
opportunities, or threats.
3. Creativity and Innovation in Marketing Approach (5 marks):
Demonstrate creativity…
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Qualitative research is a type of study carried out with a qualitative approach to understand the exploratory reasons and to assay how and why a specific program or phenomenon operates in the way it is working. A researcher can access numerous qualitative data collection methods that they feel are relevant.
a) Propose the appropriate data collection methods.
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Topic: The study of customers’ behavior towards online shopping as opposed to in-store in the Caribbean.Which research strategy ( quantitative, qualitative, or mixed methods research design) is best suitable for this topic?Which instrument ( interviews, questionnaires, surveys) is best suitable to collect data based on the topic?What reserach quiestions are best sutiable?
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From the Research Topic and questions below, kindly provide a response for a proposed seminar presentation as per the Proposed Methodology to include the type of research design, Ethical considerations and justification of its appropriateness to the area of study, Research instrument (e.g., questionnaire, interview schedule) Sample selection, Data collection,Proposed analysis of data and choice of statistical tests
Topic: "An Analysis of the factors influencing Recruitment, Selection and Retention of Public Sector Workers in Montserrat."
Research Questions:
(1) What are the challenges that exist in the Montserratian public sector that influence the recruitment, selection and retention of workers?
(2) What steps are being currently undertaken to correct the identified challenges in the recruitment selection and retention practices in the Montserratian public service?
(3) What are the perceptions of Public Servants of the Recruitment, Selection and Retention policies and practices in…
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From the Research Topic and Research Questions below kindly provide a detailed "Literature Review" for the Research Proposal using the following structure: - introduction, background, with themes and subthemes, and a conclusion.
Research Topic: "An Analysis of the factors influencing Recruitment, Selection and Retention of Public Sector Workers in Montserrat."
Questions
What are the challenges that exist in the Montserratian public sector that influence the recruitment, selection and retention of workers?
What steps are currently being undertaken to correct the identified challenges in the recruitment selection and retention practices in the Montserratian public service?
What are the perceptions of public servants of the recruitment, selection and retention policies and practices in the public service of Monserrat?
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From the Research Topic and Research Questions below and from the section of the Research under "Introduction" kindly provide an end "Transition Statement" (not an explanation please of each heading) that contains a summary or key point of the study and an overview of the content of the remaining sections in the Research Study.
"An Analysis of the factors influencing Recruitment, Selection and Retention of Public Sector Workers in Montserrat."
What are the challenges that exist in the Montserratian public sector that influence the recruitment, selection and retention of workers?
What steps are currently being undertaken to correct the identified challenges in the recruitment selection and retention practices in the Montserratian public service?
What are the perceptions of public servants of the recruitment, selection and retention policies and practices in the public service of Monserrat?
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After operating for some time and having evaluated the finances to project the sales of the business, it is necessary to think that, as a business owner, you must establish a strategic marketing plan which gives you a better idea about the market and business opportunities. growth in the industry.
For this reason, in this task you will develop a strategic marketing plan for your coffee shop business. The plan must contain the following elements:
a) Executive Summary
i) Summarize all the most important aspects of your strategic marketing plan.
b) Our client (buyer person)
i) Describe the different types of customers the business appeals to.
c) Product or service
i) Evaluate the product or service according to the market need.
ii) Defines the branding elements of the business.
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State four (4) researchable specific questions based on the general problem presented
below. Note that your answers will be graded according to the rubric provided. Write
your answers on your notebook.
This study aims to describe the academic challenges faced by senior high school
working students in the second district of Bataan. The result of the study will
serve as a basis for proposing and designing effective learning intervention
program.
Specific question no. 1:
Specific question no. 2:
Specific question no. 3:
Specific question no. 4:
Scoring system
5 points
Description
All the questions are in parallel with the general problem.
4 points
Three questions are in parallel with the general problem.
3 points
Only two questions are in parallel with the general
problem.
Only one question is in parallel with the general problem.
2 points
1 point
No question is in parallel with the general problem.
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Part 1: Conduct research about a U.S. automotive and manufacturing industry and include all required information in the rubric.
Part 2: Conduct research about the industry and specific real world company you selected in week one to obtain data ( Remember the industry and company does not have to be within the automotive and manufacturing industry). Include a Porter's Five Forces diagram. Please select an industry and company that interest you as you will continue to conduct resesrch on the industry and company throughout the course.
Part 3: Compare the U.S. automotive and manufacturing industry to the industry and company you selected. Remember to include a Porter's Five Forces diagram comparing both industries and summarize the findings.
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From the Research Topic and Research Questions below and from the section of the Research under "Introduction" kindly provide an end transition statement that contains a summary or key point of the study and an overview of the content of the remaining sections in the Research Study.
"An Analysis of the factors influencing Recruitment, Selection and Retention of Public Sector Workers in Montserrat."
What are the challenges that exist in the Montserratian public sector that influence the recruitment, selection and retention of workers?
What steps are currently being undertaken to correct the identified challenges in the recruitment selection and retention practices in the Montserratian public service?
What are the perceptions of public servants of the recruitment, selection and retention policies and practices in the public service of Monserrat?
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In regard to quantitative research proposals, novice researchers often find it very challenging and tedious to explain in detail how the data will be analyzed and interpreted in their study. Explain why it is essential that the researcher not cut corners in this section of the proposal. Please include refrences.
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Outline the most important uses of computer technology in marketing research. Important uses of computer technology in marketing research include (1) a marketing information system (MIS)—a planned, computer based system designed to provide managers with a continuous fl ow of information relevant to their specifi c decision-making needs and areas of responsibility; (2) a marketing decision support system (MDSS)—a marketing information system component that links a decision maker with relevant databases and analysis tools; (3) data mining—the process of searching through consumer information fi les or data warehouses to detect patterns that guide marketing decision making; (4) business intelligence—the process of gathering information and analyzing it to improve business strategy, tactics, and daily operations; and (5) competitive intelligence—the form of business intelligence that focuses on fi nding information about competitors using published sources,…
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Explain the advantages and disadvantages of closed-ended versus open-ended questions in a research study.
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Please study the case scenario below and propose an approach to address the needs and find solutions. Your report should:
Include four (4) research objectives
Describe the research design. Use three (3) qualitative methods: Focus Groups, Depth Interviews and Netnography. For each give the following details:
Participants
numbers, gender, age, how selected; Justify each
Interviews
how many, the setting & process, length of time; Justify each
questions/discussions held related to the 4 objectives
Produce fictitious findings that relate back to the four (4) objectives. That is, match the findings to the objectives
A cosmetic manufacturer wants to understand why users shop online versus in store, and how they might take better advantage of the online channel; the manufacturer wants to make improvements to the company’s website. The manufacturer also wants to find out why Nordstrom.com appeals to cosmetic consumers versus other websites. Additionally, the cosmetic manufacturer…
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Ethical Dilemma When Algorithms Discriminate
Promising companies the ability to get to know their customers and maximize the benefit gained from each one, CRM systems could be called a
marketer's dream. CRM software allows companies to look closely at customer behavior, drilling down to smaller and smaller market segments.
Once so segmented, customers can be targeted with specific promotions. For the company, this process reaps the greatest returns from
marketing efforts because only those customers are targeted who are likely to respond to the marketing campaign.
From a customer's perspective, CRM systems seem like a great idea. You finally stop receiving advertisements for things that don't interest you.
But what if a company uses its CRM software in a more discriminating way? Where do companies draw the line between using CRM data to
offer certain clients customized deals and unethically discriminating against other customers? For example, lenders, which often segment their…
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Step 2 in action research model is to consult an OD consultant. In this section, provide a brief
biography of each team member (i.e. 1 paragraph description for each member). Discuss your
assumptions and philosophical approach to OD (hint- this would be a good time to discuss
reframing and how it can be helpful).
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Select a research article that involves a statistical study and write a review of the paper by answering the following questions:
I. Is this study descriptive or inferential ? Explain your answer.
ii. What are the variables used in the study ? In your opinion, what level of measurement was used to obtain the data from the variables ?
iii. Does the article define the population ? If so, how is it defined ? If not, how could it be defined ?
iv. Does the article state the sample size and how the sample was obtained? If so, state the size of the sample and explain how it was selected. If not, suggest a way it could have been obtained.
v. Explain in your own words what procedure (survey, comparison of groups, etc) might have been used to determine the study's conclusions.
vi. Do you agree or disagree with the conclusions ? State your reasons.
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Topic: “Challenges faced by Rural Farmers in Mt. Royal Carriacou, due to Rising Food Prices”.
Based on the topic above provide the following for the methodology report;
An introduction
A research design
Research Philosophy
Research type
Research strategy
Time horizon
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Which of the following is the most common topic addressed in preretirement counseling? A) leisure time optionsB) investment planningC) psychological concernsD) second career optionsE) Social Security benefits
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Q3: What is a theory? Explain three layers of the theory implementation.
details explanation
Course Title
Business Research &Report writing
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- Please add more and improve our conclusion in our paperarrow_forwardFrom the Research Topic and questions kindly provide a draft response for the Self-Assessment / Conclusion for a proposed seminar presentation Include any in-test citation/References . Topic: "An Analysis of the factors influencing Recruitment, Selection and Retention of Public Sector Workers in Montserrat." Research Questions: (1) What are the challenges that exist in the Montserratian public sector that influence the recruitment, selection and retention of workers? (2) What steps are being currently undertaken to correct the identified challenges in the recruitment selection and retention practices in the Montserratian public service? (3) What are the perceptions of Public Servants of the Recruitment, Selection and Retention policies and practices in the public service of Monserratarrow_forwardConsider the image below. Briefly design a short section of a survey questionnaire , with only three questions, to identify the most important attributes when customers are choosing a coffee shop and how they would rank the importance of the attributes.arrow_forward
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