READ THE ATTACHMENT!!!!
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Introduction
Market research professionals must be able to conduct secondary and primary research to meet a client’s objectives and solve business problems.
For this task, you will conduct secondary research, develop a survey, and prepare for a focus group to collect data about your client’s industry, research population, and target population. The research methods you develop in this task should be designed to address the research objective and questions you developed in Task 1.
Scenario
As the market research analyst leading the market research team on The French Press account, you are now in the phase of conducting secondary market research and designing primary research methods for a survey and focus group. Use the attached document (“The French Press Scenario”) to complete Task 2.
Requirements
You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course.
Using the research objective and questions you developed and the research population you identified in Task 1, complete the following:
Secondary Research
A. Conduct secondary research of companies in the coffee shop industry providing similar services as The French Press, using credible sources (e.g., IBISWorld and other databases in the library), and do the following:
1. Explain how the following factors could have influenced sales at The French Press. Support your explanation for
each factor with information from your secondary research:
a. trends in the coffee shop industry
b. competitors in the coffee shop industry
c. product lines in the coffee shop industry
Qualitative Primary Research—Focus Group
B. Prepare for conducting a one-hour focus group by doing the following:
1. Create a focus group plan that includes the following:
a. Identify
two characteristics to be used as criteria for recruiting research participants. Support your identified characteristics using information from the attached “The French Press Scenario.”
b. Describe
two types of incentives that you would use to recruit participants within budget constraints. Support your choices using information from the attached “The French Press Scenario.”
2. Create a moderator’s guide by doing the following:
a. Create
3 ground rules for the focus group participants.
b. Create
6 moderator questions, including a combination of probing, clarifying, and open-ended questions, that address the research objective.
Quantitative Primary Research—Survey
C. Create a survey and submit it as a Word document or PDF by doing the following:
Note: If you create the survey in an online platform, export the survey as a Word document or PDF to submit it.
1. Develop
two screener questions based on the criteria you established in part B1a to identify survey respondents who are qualified to participate in the survey.
2. Develop
three closed-ended questions that address the identified research objective.
3. Develop
three open-ended questions that address the identified research objective.
4. Develop
two demographics questions that will help categorize the data into meaningful groups that can be used for analysis.
D. Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.
E. Demonstrate professional communication in the content and presentation of your submission.
