Report

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PROJECT ASSIGNMENT

MKTG 3342 – MARKETING RESEARCH

1. Overview

1. Assignment

As a requirement of Marketing Research, MKTG3342, you must complete a project as a member of a research team. For this assignment, each team will research a marketing issue for our client, the SMU Athletic Department. The project will require analyzing secondary data as well as gathering and analyzing data using a questionnaire. Teams will then compile report their results in an MSPowerpoint presentation.

1.b. Objectives

1.b.1. Provide a “live” application of marketing research to improve your understanding of the marketing research process and your ability to use relevant techniques.

1.b.2. Evaluate your marketing research skills and knowledge.

2. Requirements

2. Overview

The research project will done in the following steps:

1. Understand the managers’ issues – You need to learn what issues the manager faces. Obviously, this will require that you listen to the managers who visit the class to discuss their issues. Based on your understanding of these issues, your team will define objectives for the subsequent research.

2. Conduct background research – Gather relevant secondary data that bear on the research questions. The secondary data will come primarily from external information sources, but may also include internal data from the client. You may also want to interview a few customers to gather additional information.

3. Submit questions for a questionnaire – Each team will develop a questionnaire to administer to the client’s target customers. The questions should address the research objectives and follow from your background research.

4. Administer the survey – Administer the questionnaire to at least twenty customers per person on your team. In other words, if your team is comprised of five...