Brief Research Proposal Research Project 代写

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Assignment 1. Preparing a Brief Research Proposal for a Survey Based

Research Project

Imagine yourself as a marketing research analyst retained by NGV International, Victoria’s main art

museum that is located near Melbourne CBD (web portal: https://www.ngv.vic.gov.au/whats-

on/exhibitions/current/). Your task is to draft a research proposal to be submitted to the senior

managers of the museum. The marketing research problem is “to better understand visitors’

satisfaction with NGV International.” The required structure of a research proposal is described

below. Follow the approach and examples from the lecture and tutorial in completing this assignment.

As part of the assignment, I strongly encourage you to pay the museum a visit (if you haven’t done it

recently). The admission is free. The museum is at 180 St Kilda Road, Southbank.

Required structure of the proposal

A research proposal states the researchers’ understanding of the purpose of the study, the

information needs, the research design for gathering and analysing data, as well as the cost

and timing of the study.

As you work on this assignment, it is important to keep in mind your target audience—i.e.,

the manager who is the decision maker. Think about what information he/she would like to

know before agreeing to commission the marketing research project and paying for its cost.

The sections of a research proposal and their contribution to the overall mark are described in

detail below. Note that sections 1-4 must not exceed 2000 words in total.

1. The research problem (15%) (week 1 lecture)

(a) Background

Background the research problem: provide a brief explanation on how this

research can help the business for which this is conducted (i.e., why it is

important to understand customer satisfaction in this context). This should be

based on what you write below in section 2 where you discuss the potential

managerial implication of the research.

(b) Statement of the Problem

State the marketing research problem (MRP): the overall statement has been

provided to you above. You need to formulate and describe the main

components of the MRP. Briefly explain what each component is.

2. Research approach (35%) (week 2 and 3 lecture)

This section should describe your research approach

(a) Research questions

 Come up with at least 10 to 15 comparative and relational research questions.

Clearly identify which component each RQ corresponds to. Collectively,

they should cover ALL the components of your marketing research problem.

 For each question, clearly identify the constructs/variables that need to be

measured to answer the research question. For example, if the research

question is “do women consume fast food more frequently than men?” The

variables would be “gender” and “fast food consumption”

 Justify the MRP components and research questions you proposed.

Ideally, the justification should be a discussion of one or two related studies

from which you identified the key factors to further investigate with your

primary data collection. If you propose to study how the focal customer

attitude/behavior could potentially vary across different demographic or

customer groups, briefly explain why you believe so.

(b) Specification of the information needed:

Specifically, for each of the constructs identified above, clearly indicate what

is the corresponding variable and which question in the questionnaire provide

a measure of that variable (for example, “gender” – question 12 in the

questionnaire)

Discuss the potential managerial implication. For example, if you do find that

customer spending varies by income, how could your client use this

information for their business decision making? This discussion should be

based on the specific questions you proposed. This serves as a justification for

your proposed research questions.

3. Research design (25%) (week 3 – 6 lecture)

In this section, you need to describe different types of research designs that you use to

formulate and address your research questions. Specifically, you need to make use of

both secondary data and primary data (via surveys).

(a). Secondary data

Discuss at least two different sources of secondary data you have used to

create this proposal. Describe what they are and how they have contributed

to your research agenda (in particular, MRP and RQ formulation). For

example, the secondary data could be studies on a related industry or company

that you have read to help you to formulate MRP and RQ. They could also be

industry report that highlight the industry’s key challenges in the area you are

trying to study (i.e., customer satisfaction). If you use any prior literature to

justify your RQ in section 2, you can include them here as well.

(b). Primary data (via surveys)

The main method of data collection for this research project is through

surveys. You need to provide the following information regarding your

planned survey.

 For each question in the questionnaire, specify the primary scale used

(week 5 lecture)

 Sampling process and sample size (week 6 lecture)

o A precise definition of your target population

o Sampling frame: a list or a set of directions?

o Describe the survey method and sampling technique. And be as

specific as you can. For example, if you propose to collect data

online, which website you are going to use to recruit subjects? If

you propose to do this on-location, where and when do you plan to

do this?

o What is the sample size you need? Briefly explain.

o Provide a brief explanation on how the sampling process ensures

representativeness. In particular, discuss what are the key

segments for your target population and whether the proposed

sampling plan captures these segments

 Include the questionnaire (week 5 lecture) in the appendix

Make sure that you review the relevant part of the lecture that discusses the

best practice you should follow in such matters.

4. Appendix A: Questionnaire for your survey (25%)

Make sure that you start with a paragraph briefly introducing the objective of the survey

to the survey participants

Appendix B: References (for any existing literature that you have consulted or cited in

this report)

Note that the references (appendix B) are not included in the 2000 word count. There will

be a 10% penalty if you exceed the word count by more than 10% (i.e., if your word count

exceeds 2,200 words).

In stru c tio n for submissio n

1. The due date/time of the assignment is by 11:59pm on Sunday in week 7 (April 16).

2. The assignment is a group work (with maximum 3 students/group). One copy is to be

submitted on Moodle from each group. In the case that unforeseen technical issues on

Moodle prevent you from completing the submission process, you are required to email the

report to your tutor.

3. Naming your file for submission – the file name must start with the day and time of your

tutorial and contain the last name of one of your group members. For example, if your tute

starts at 2pm on Wednesdays and your last name is “Smith.” Your file name should be

“wed2pm_smith_assignment1.doc.”

4. You need to first agree to the "plagiarism statement" above before you are allowed to

submit this assignment. Do NOT include cover sheets in your submission.

5. Students are required to keep a soft copy of their report until they get the marked report

back.

If you have any questions, please feel free to speak to your lecturer or tutor.

5

Brief Research Proposal Research Project 代写

Marking criteria – the key consideration would be correctness, consistency and

justification. Below are the specific criteria that will be used in assessing the assignment

0. Follows the prescribed structure

1. Consistency between different parts of your research project (e.g., clear correspondence

between components and the RQs)

2. Components and RQ are well thought out and properly address MRP (i.e., no important

aspects of MRP missing). The justifications for RQs are well thought-out and well

explained.

3. Variables and constructs are clearly and precisely articulated. In particular, are the

variables correctly identified?

4. Are the secondary data used appropriately (i.e., there is a good fit between the data you

use and your research problem)?

5. Questionnaire: are all the variables specified in section 2 collected by your questionnaire?

Are questions in the questionnaire are correctly formatted, precisely worded and able to

extract meaningful information (see week 5 lecture)?

6. The measurement, scaling and sampling process of the research design are carefully

considered, properly explained and technically sound. Did you discuss how your sampling

process ensures representativeness?

7. Quality of writing and communication –clearly explained; writing is cogent, lucid and

flows naturally

8. Overall quality – are the components and proposed RQ generally sensible, appropriate for

the situation and important for the marketing research problem we are trying to study? Does

the questionnaire captures all the information needed to answer the questions?

Brief Research Proposal Research Project 代写