Marketing Research Report, combines analysis of existing secondary data with a detailed proposal for primary research.

Please help do the following assignment: (it is a group assignment, but it is crucial to understand what the whole assignment is about and your allocated part of the assignment so it is consistent).

Assessment Brief

Overview For this assignment, you will develop a comprehensive research report that combines analysis of existing secondary data with a detailed proposal for primary research. Using a real company case, you will demonstrate your understanding of how marketing research can address real-world marketing challenges through both existing data analysis and proposed research design.

Please view the attachment document for the assignment case (about TGTG).

Assessment Details

The task:

Marketing Research is fundamentally about the use of data to identify and then solve marketing problems through new, rich insights. Collecting relevant data and conducting rigorous analysis is therefore at the heart of any marketing research endeavor.

However, as we have explored in this course, Marketing Research involves both analysing existing data and designing new research to generate fresh insights. Analysing secondary data before conducting primary research helps identify relevant research gaps and supports the decision of appropriate methods.

Building on the research brief you developed in Assignment 1, and your analysis of research methods in Assignment 2, your task for this assignment is to:

1. Analyse existing secondary data to develop initial insights in line with provided research questions
2. Identify remaining knowledge gaps based on secondary data analysis
3. Design a detailed primary research plan (including research methods, sampling plans, research instruments, ethical considerations, and analysis plans) to address remaining knowledge gaps

Specifically, you will:

• Properly collect, analyse and interpret secondary data from public sources in line with the stated research questions. In this section you should aim to provide answers to research questions where possible.
• Identify knowledge gaps from the secondary research, linked to the stated research objectives and research questions.
• Based on your secondary research, propose and design a primary research study to address the remaining identified research gaps. This research design should include details and justifications for the research design and data collection methods, sampling selection and methods, and ethical considerations
• Design and justify a relevant research instrument for your proposed method (e.g. survey, discussion guide, experimental materials)
• Evaluate 2-3 appropriate analysis techniques and associated data visualisation methods with links to appropriate research questions

Output

1. Executive Summary (approx. 250 words)
   • Key findings from secondary research
   • Overview of proposed primary research
   • Core recommendations
2. Introduction
   • Restate research objectives and context
   • Overview of approach combining secondary and primary research
3. Secondary Research Analysis
   • Description and justification of secondary data sources used
   • Analysis of existing market/industry data
   • Identification of key insights and knowledge gaps
4. Primary Research Proposal
   • Research design: describe whether the research is exploratory, descriptive, and/or casual in nature.
   • Data collection methods: propose ONE qualitative (e.g., observation, interviews, focus group) and ONE quantitative (e.g., surveys, experiments) research methodology to use.
   • Sampling approach(es): details how participants or data sources will be selected, sample sizes, and the rationale for these choices.
   • Ethical considerations: briefly discuss the key ethical issues to consider associated with your proposed data collection methods and sampling approach(es).
5. Development of at least one complete research instrument
   • e.g., survey questionnaire, interview discussion guide, focus group protocol
6. Evaluation of appropriate data visualisation and analysis techniques
   • Consideration of 2-3 relevant techniques based on research design and instrument
7. References
8. Appendices (if necessary)

Your report should be 15 pages maximum + 1 cover page + references + appendices (if necessary). You are permitted, if necessary, additional 5 pages as an ‘appendix’ only. This appendix can only contain picture(s), diagram(s), table(s), chart(s) or similar items that could not be incorporated into the main 15 pages. It must not contain written text in paragraph format. It can be tough sticking to a strict page limit but it is also an exercise in concisely and clearly communicating key information with a client.

The use of section headings is strongly recommended in your report. Do NOT under any circumstances write an essay or put everything in bullet points. Remember that this is a professional piece of communication between you, the consultant, and your client. While visual presentation can be important the grammar and communication style are much more important in impressing the client. You should aim to be concise but thorough in ensuring you have the details right and your evaluation and recommendations are confident and clear. Make sure to use marketing research terminology and show how you have applied the theory, that is you don’t need to quote or define terms but ‘show’ how you have used the theory in practice through your evaluation and critique of the case.

Style Guide

Your submission for this assessment must adhere to the following style guide:

• Cover page to include the course code, your group number, names and student numbers.
• Size 12 font; 1.5 line spacing, 2.5cm margins.
• Clear headings and sub-headings can use larger font sizes
• All pages to be numbered in the bottom right corner
• All tables and diagrams must be clearly labelled (and should be referenced in-text).
• Referencing must be Harvard-style in-text referencing.

Here is the rubric for the assignment, please view carefully and make sure your work satisfy all the rubric:

Criteria	Ratings	Pts
Analysis of Secondary Data	Highly relevant data has been collected and analysed. The interpretation of data is insightful, is strongly underpinned by relevant theoretical viewpoints, and deeply informs the research objectives. The data has been skillfully collected and interpreted using relevant techniques and tools. Highly relevant and appealing visuals enhance the communication of insights.	20 pts
Proposed Research Method	The most effective research method for addressing the brief has been selected, and comprehensively explained and justified, integrating relevant theory including data collection and sampling consideration. Any ethical, diversity and inclusion considerations have been thoroughly accounted for and explained.	40 pts
Research Instrument Design	The research instrument demonstrates exceptional development with clear alignment to identified knowledge gaps and research objectives. Design shows sophisticated understanding of measurement principles with carefully crafted elements that will elicit required data. The instrument includes comprehensive implementation protocols and thoughtful pre-testing considerations. All design choices are expertly justified.	20 pts
Proposed Analysis Techniques	Proposed analysis techniques demonstrate sophisticated alignment between research objectives, instrument design, and analytical methods. Advanced and appropriate analytical approaches are specified with clear justification for their selection. Data visualization techniques are thoughtfully chosen to communicate key findings effectively. The analysis plan clearly shows how each research objective will be addressed using data collected from the research instrument.	10 pts
Presentation of report	Presentation of Information is expressed within a refined structure; Key information is clearly defined, supplemented by detail where required; Grammar, spelling and punctuation are highly accurate. Addresses all parts of the assessment requirements thoroughly. Referencing is highly accurate and consistent.	10 pts

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I will attach some of the ideas brainstormed by other teammate from my group (theress 3 total in the group including me)

Here is what I got allocated to do:

3. Secondary Research Analysis (2-2.5 page) Data sources (please view the rest for reuqirement for this, this is really important part and need fact check) Market/industry analysis Key insights Knowledge gaps (Use academic and industry secondary sources with real citations + justification.) Can find information about why ppl stop using TGTG through secondary data (if can) must find academic sources (literature review, ...) australian government/industry data report,. provide ref list for all this please

5. Research Instruments (3-4 page) - Use qualtric RMIT account Develop survey (user - current user, non user, abandoned user - can use skip logic for this) Develop Indepth Interview (partner)

-> Please read carefully the case, assignment brief, task allocation and the brainstorm file. Then please help me do my part as said above (focus more on the part 2 - secondary research analysis). Also, please refer to the rubric to make sure all is satisfy. Thank you! (if you can, for the other part, please do some outline or suggestion based on the brainstorming ideas, so that our part is consistent with the other part) Please if can, by tomorrow before 2 pm Melbourne time, have an outline of what will do so I can review and if you have any question then I can ask the professor by that time, since tommorow is the last class lecture day to ask.