Overview
You have been tasked with the development of a two-part research plan for a startup organization that has a digital marketing research budget of $100,000 for the coming fiscal year, as an example. The organization may be fictional or real and it may be a for-profit or nonprofit organization that has been in business for less than three years.
Write a research plan that includes the following information:
- Section 1: This section describes the organization, including its purpose, size, track record, and past marketing efforts, as applicable.
- Section 2: This section details the new audience research plan and proposed analysis, and includes the following information:
- Segmentation schemes to be considered with justification provided for what type of segmentation will be employed. If you create your own segmentation strategy, explain the strategy in sufficient detail. Your justification should be supported by references to reliable sources.
- The plan should outline whether passive, active, or both types of research are indicated. It should also provide detail regarding the data sources, metrics, and analysis methods used. Decisions should be justified and expenses should be estimated.
- A mockup of the way you plan to present the data. This mockup should take the form of a dashboard. You may use made-up data to create your graphics for this exercise.
- Throughout the plan, references should be made to best-practice quantitative and qualitative research methods, ethical considerations, and research-based planning. Describe the methods you implemented to evaluate the quality and validity of research studies used in developing the plan. Then, compare the quantitative and qualitative methods used in research and explain how both methods apply to real-world digital audience analytics.
- A MarTech stack should be proposed for the start-up, based on the client’s goals. Costs should be estimated. In your proposal, specifically explain the components of the chosen tools, how those components will meet the client's goals, and why the stack will be the most effective choice for the client and the project goals, compared to at least one other option.
- Style: Use APA style for writing, citing, and formatting.
resources:
Ethics and policy issues for internet advertising: Targeting multicultural consumers in the digital marketing era
How companies learn your secretsLinks to an external site.
Understanding the synergetic digital ecosystemLinks to an external site.
Understanding digital analytics conceptsLinks to an external site.
Planning a questionnaire
What are the key components of an effective Martech stack?Links to an external site.
How to create a market research planLinks to an external site.