Project: Quantitative Research

Written assignment (Case Study) Final Activity brief

BBA221 – Marketing Research Online campus

Professor: Dr. Petros Bouchoris | [email protected]

Description You are a marketing researcher at the SPORTS sport apparel brand. The relevant market is very competitive with many international players. In the context of its new product development strategy, the management investigates the launch of a sustainable new sneakers range.

In this context you are asked to design a product test to evaluate and refine the relevant concept and to identify the potential of this new product

Following this, you must design a questionnaire to identify consumers’ interest, purchase intention to the new range, possible extensions, pricing strategy, positioning etc.

The report should include:

• A Marketing Research brief, for the product test, the relevant research objectives, possible marketing actions, testing material, timing and budget. (25%)

• A Marketing Research proposal for the product test (quantitative) including the population under study, sample size and selection. (25%)

• A detailed proposed 12-15 questions Questionnaire (excluding demographics) for the product test. Questionnaire should be in final format, including the appropriate descriptions, wording, scales, etc.(40%)

• A statistical analysis plan (10%)

Format This activity must meet the following formatting requirements:

• Font size 12

• Double-spaced

• Harvard Referencing System

• pdf only

• 2000-2500 words

Due date Date: 20 September 2021 Time: 14:00 CEST

Weight towards final grade

This activity has a weight of 60% towards the final grade.

Assessment criteria

Students will be evaluated according to the following rubric

Goal(s) • Learn how to develop a marketing research brief

• Learn how to develop a data collection instrument for quantitative research

Learning outcomes

• design the marketing research questions for questionnaires.

• identify the sampling methods and procedures and determine the sampling sizes

Rubric: written assignment

Criteria Accomplished (A) Proficient (B) Partially proficient (C) Borderline (D) Fail (F)

Problem identification

The business issue has been correctly identified, with a competent and comprehensive explanation of key driving forces and considerations. Impact on company operations has been correctly identified. Thorough analysis of the issue is presented.

The student correctly identified the issue(s), taking into account a variety of environmental and contextual drivers. Key case information has been identified and analyzed.

The student correctly identified the case (issues), considering obvious environmental/contextual drivers. There is evidence of analysis, but it lacks depth.

The student correctly identified the issue(s) but analysis was weak. An absence of context – the work is basically descriptive with little analysis.

The student failed to correctly identify the issue(s); analysis was incorrect or too superficial to be of use; information was misinterpreted.

Information gathering