Market research proposal

Final assessment
• Individual task
• You have been hired by a Mobile Phone Manufacturer to conduct a test to determine why the newly introduced phone brand has not captured the
expected market share.
• Following the discussion that you had with the marketing team, you have identified that brand awareness, brand image, product positioning and product
design as potential explanations for the low performance.
• Based on the above case proceed with the following tasks
o 1. Write a relevant Marketing Research Proposal to address the above issue. (1000 words) 20 points
o 2. Formulate the relevant research hypotheses (1-4 hypotheses)10 points.
o 3. Decide on the population under study, sampling design and sample size. Justify your answer (500 words) 20 points.
o 4. Develop a relevant 15-20 questions questionnaire (excluding the demographics), using the proper scales for each question 30 points.
o 5. Suggest the relevant data analysis plan, in reference to above mentioned questionnaire (point 4), mentioning the type of analyses, variables
that you will use and all relevant information (500-1000 words) 20 points.

Formalities:
• Wordcount: 2500-3000 words
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial 12,5 pts.
• Text alignment: Justified.
• The in-text References and the Bibliography should be in Harvard’s citation style.
• The task should be submitted in a document form uploaded as pdf.

Answer preview:

word limit:2600