MKTG330-1403B-01 : Marketing Research

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Part 1 Outline

Ø  More than just a basic outline using the
information below

Ø  Other students will be reading this

Key Assignment Draft

Your deliverable will be a PowerPoint presentation of 14–16 slides, please
include a title and reference slide. (16-18) Including title and reference
slides Each content slide should have speaker notes of 150–175 words per slide.

You have met with senior management of Acme
Wholesaling, Inc., proposing a method for going forward with a research project
to help the company understand the odds of success of its new product venture.
The chief executive officer (CEO) has now asked that you sum it up by
presenting the plan to the board of directors for their final approval and
funding. This presentation will be the draft of your Key Assignment, and it
will incorporate the work that you have done in your previous projects.
Additionally, you will work on one new section for this week, the
questionnaire. Your presentation should include the following items:

  • Introduction (Week 1 DB and IP): Include an
    introduction with a discussion of why this research project is important,
    why this is the right time to fund and execute this project, and why this
    project is aligned with meeting the firm’s expectations for its new
    product venture.
  • The
    Research Questions
    1 IP): List the research questions that you feel must be answered to know
    enough to proceed with the new product venture.
  • Secondary
    2 DB): This is a discussion of why secondary sources should first be
    examined and which ones are available.
  • Literature
    (Week 2 IP): This is a listing and a description of the three best
    secondary sources that you found in your research, what these sources say,
    and their relationship to answering one or more of the research questions.
  • Primary
    3 DB): What design options are available for this project, and what are
    their relative roles and advantages?
  • Research
    3 IP): Choose a research design or designs for the project, and justify
    these choices by providing a time line and an activity schedule for when
    and how long it will take to accomplish this plan.
  • Sampling
    3 IP): Describe your target population and the people from whom you will
    take your sample for data collection.
  • Hypothesis: What do you expect will be the answers
    to your research questions from this project, and why do you feel this
  • Future Research: List at least 2 things that you are not
    sure you will get full answers about that may require follow-up research
    in another project. In the alternative, discuss at least 2 suggestions for
    next steps that you feel the company should take in the way of marketing
    research, either strategically or post venture.


Notwithstanding any other primary research
method you would like to use, imagine that a survey questionnaire will at least
play some role in the project. Present what that questionnaire would look like,
what form and type of questions you would ask, their exact wording, and to
which research question each survey question pertains. The questionnaire should
have at least 5 questions directed to answering the research questions that you
have previously developed.

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