READ THE ATTACHMENTS!!!!
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Introduction
An essential skill for marketing research professionals is analyzing multiple sources of information to determine appropriate research methodologies for meeting a client’s needs.
Task 1 challenges you to assume the role of a market research analyst whose client is the owner of a coffee shop chain that has experienced a decline in sales of some of its products. You will be provided with an environmental scan and sales and demographics data. As part of this task, you will also develop a research plan designed to achieve the client’s research objective.
Scenario
Ms. Martel, owner of a coffee shop chain called The French Press, has hired your market research firm to help her identify causes of declining sales at The French Press and make recommendations.
As a market research analyst at the firm, you are tasked with leading the market research team on The French Press account. You are now planning for market research and establishing the process you will follow to be able to make data-informed recommendations for improving business at The French Press.
Read the attached document “The French Press Scenario” for details and supporting data.
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.
All other submissions must be file types that are uploaded and submitted as attachments (e.g., .docx, .pdf, .ppt).
Proposed Market Research Plan
A. Create a proposed market research plan using the information provided in the attached scenario (“The French Press Scenario”). Include the following in your plan:
Overview and Research Objective
1. Explain how market research is beneficial in addressing the client’s objectives. Support your explanation with
three factors that influenced the client’s need for market research from the scenario.
2. Write a research objective using relevant details from the scenario.
a. Justify the research objective using relevant details from the scenario.
3. Describe the research population for your proposed market research using relevant details from the scenario.
a. Explain why this research population is selected, using relevant details from the scenario.
Research Questions
4. Develop
four research questions based on the research objective.
a. Explain how
each research question will support the research objective, using relevant details from the scenario.
Research Methodology
5. Describe the type of research (i.e., exploratory, descriptive, or causal) that you will use to address the research objective.
6. Recommend
one research methodology to collect data that address the research objective and questions.
a. Justify how the recommended research methodology will provide the necessary data to address the research objective and questions, using relevant details from the scenario.
B. Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.
C. Demonstrate professional communication in the content and presentation of your submission.
