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Discussion: Analyze a Market Research Study:

Select a market research study relevant to the project you are developing for this course. Provide a concise summary of the study and include a link to the original study if available. Discuss the following elements:

• The research question the study aims to answer
• The findings or answers provided by the study
• The research methodology or approach used
• The marketing insights or value derived from the study’s findings
• Any potential weaknesses or limitations in the research approach

Research studies are frequently published online by companies, associations, and research agencies.

Visit websites that frequently publish research like McKinseyLinks to an external site., ForresterLinks to an external site., BainLinks to an external site., etc.

Assignment - Project Milestone 1: Identifying your topic, study type, questions, and resources

Project Milestone 1

For this first project milestone you will identify and describe your project organization, propose three different market research study possibilities, draft three research questions for one of the study possibilities you proposed and then conduct a brief literature review of useful secondary research to support your intended research. This assignment is the kickoff for your term project. The research questions and study approach you frame out here will guide your work for the rest of the course.

Step 1: Identify the organization

Select an organization (your employer, a family business, a local business, or a charity) to focus on for your market research project. Provide a concise description of your chosen organization, including its mission, vision, products/services, and target market. Note: If you decide to choose a topic from the Project Guidelines, refer to the guidelines for more information on the topic selection.

Step 2: Propose a study type.

Propose three different types of market research studies that you will consider for your chosen organization. For each study type, provide a paragraph explaining the idea and the rationale/value of the research for the organization. Consider types of studies such as customer satisfaction, customer experience or product development. Ensure each paragraph clearly explains why the research is important and how it can benefit the organization.

Step 3: Draft three research questions:

For the proposed study you are most interested in conducting, draft three different possible research questions that are appropriate for the study type and what you hope to discover.Each research question should be clearly articulated and align with the study’s purpose and objectives. Consider the specific information or insights you hope to gain from the research.

Step 4: Identify secondary sources:

This section serves as a literature review for your project. Identify at least five secondary sources related to your chosen project topic. Acceptable sources include academic journals, industry reports, and news articles.

Provide an overview and summary of the source and its applicability to the research questions and study type you have identified. Be sure to include relevant quotes and information. Complete a brief comparison of the sources you have identified, highlighting key insights and how they will support your research. List out each source in APA format.

Submission Guidelines: Combine all sections into a single document of 1000 - 1500 words. Submit the document in PDF or Word format adhering to APA format.

Readings & Resources

• Lesson:
  • Week 1: Lesson 1 - The Research Process
  • Week 1: Lesson 2 - The Art of Formulating Research Questions and Harnessing Secondary Research
• eBooks:
  • Hague, P. (2021). Market research in practice: An introduction to gaining greater market insight (3rd ed.). Kogan Page.
    • Read Chapter 3. This chapter provides a few examples of the applications of market research.
    • Read Chapter 5. This chapter presents specific sources of secondary research information.