MNM3702
ASSIGNMENT 1 SEMESTER 1 2026
UNIQUE NO.
DUE DATE: 28 MARCH 2026
,Marketing Research - MNM3702
Assignment 01
QUESTION 1
1(a) Management decision, management problem and marketing research
problem
Management decision
Action First Funerals must decide how to improve customer awareness and
affordability perception of its funeral services in order to increase the number of
funeral plan subscribers.
Management problem
Action First Funerals is experiencing low customer awareness and limited uptake of
its funeral plans despite increasing demand for funeral services.
Marketing research problem
The marketing research problem is to determine customers’ awareness, perceptions
of affordability, and factors influencing their choice of funeral service providers .
1(b) Research objectives and research questions
Research Objective 1
To determine the level of awareness of Action First Funerals and its services
among potential customers.
, Research Question 1
What level of awareness do consumers have about Action First Funerals and its funeral
service offerings?
Research Objective 2
To evaluate consumer perceptions regarding the affordability of funeral plans
offered by funeral service providers.
Research Question 2
How do consumers perceive the affordability of funeral plans and services?
Research Objective 3
To identify factors that influence customers when choosing a funeral service
provider.
Research Question 3
What factors influence consumers when selecting a funeral service provider?
1(c) Suitable research design
Selected research design
Exploratory research design
Justification
An exploratory research design is appropriate because Action First Funerals seeks to
gain deeper insights into customers’ awareness, perceptions and decision-making
ASSIGNMENT 1 SEMESTER 1 2026
UNIQUE NO.
DUE DATE: 28 MARCH 2026
,Marketing Research - MNM3702
Assignment 01
QUESTION 1
1(a) Management decision, management problem and marketing research
problem
Management decision
Action First Funerals must decide how to improve customer awareness and
affordability perception of its funeral services in order to increase the number of
funeral plan subscribers.
Management problem
Action First Funerals is experiencing low customer awareness and limited uptake of
its funeral plans despite increasing demand for funeral services.
Marketing research problem
The marketing research problem is to determine customers’ awareness, perceptions
of affordability, and factors influencing their choice of funeral service providers .
1(b) Research objectives and research questions
Research Objective 1
To determine the level of awareness of Action First Funerals and its services
among potential customers.
, Research Question 1
What level of awareness do consumers have about Action First Funerals and its funeral
service offerings?
Research Objective 2
To evaluate consumer perceptions regarding the affordability of funeral plans
offered by funeral service providers.
Research Question 2
How do consumers perceive the affordability of funeral plans and services?
Research Objective 3
To identify factors that influence customers when choosing a funeral service
provider.
Research Question 3
What factors influence consumers when selecting a funeral service provider?
1(c) Suitable research design
Selected research design
Exploratory research design
Justification
An exploratory research design is appropriate because Action First Funerals seeks to
gain deeper insights into customers’ awareness, perceptions and decision-making
