MNM3702 ASSIGNMENT 4 SEMESTER 1 2023

MNM3702 ASSIGNMENT 4 SEMESTER % TRUSTED workings, explanations and solutions. For assistance call or us on . ASSESSMENT INSTRUCTIONS AND QUESTIONS You are working for a marketing research company that needs to develop a marketing research proposal as per the outline given in chapter 5 (pages 81–83) of your prescribed textbook for Marketing Research. You must develop a research proposal for the given topic (primary objective) provided in the table below. Each topic indicates the sample size that you should use. You need to ensure that each step discussed in the proposal is in line with the sample size. In other words, the research design and the primary data collection method that you choose should “fit” the sample size. Work through the relevant theory carefully to ensure that you apply it correctly to the given topic. You need to do research on the topic and think “out of the box” in the discussion for each step. No marks will be awarded for discussing theory; however, you must use the theory to guide your discussion. If the discussions are not correctly applied based on the marketing research principles, no marks will be given! Remember, a proposal is merely the plan of how the research in its entirety should be conducted. Note that the research has not yet been conducted. Topics Ten topics (primary objectives) have been identified. The topic you write about depends on your student number. The last digit of your student number indicates the topic you need to use for this assessment. For example, if your student number is , the last digit is “7”. You will therefore select number 7 from the table below and then use this topic for the entire assessment. Topic number 7 in the table is “To determine the influence of the high fuel price on the South African automobile industry”. You need to indicate in the table the topic you are using by copying the table below into your final, submitted portfolio. Very important: If you do not use the topic based on your student number, you will get zero (0%). Last digit of your student number Topic (primary objective) Sample size Selection based on student number 1 To determine customers’ perception about the use of green energy in South Africa 400 respondents 2 To explore customers’ perception about buying luxury products online 400 respondents 3 To explore customers’ perception about delivery fees when doing online purchases 24 participants 4 To explore students’ attitudes towards using social media as a teaching tool in higher education 12 participants 5 To investigate if consumers’ spending patterns in the frozen foods section have changed due to loadshedding in Gauteng 24 participants 6 To explore the influence that the use of music as an atmospheric element in clothing stores has on consumers’ buying behaviour 400 respondents MNM3702 Assignment 04 Semester 1 2023 7 7 To determine the influence of the high fuel price on the South African automobile industry 400 respondents 8 To determine customers’ perception about the affordability of air travel in South Africa 400 respondents 9 To determine customers’ adoptability towards using retailers who have their own reward programme 12 participants 10 To investigate consumers’ perception about the affordability of cellular data 24 participants Discuss each step in the marketing research proposal in detail according to the mark allocation (below) in order to obtain the maximum marks. Work through each relevant chapter in the prescribed textbook to ensure that your discussion and reasons for each step are correct. The marks for your research proposal are allocated as follows: Steps Content Mark 1 Title • Give a suitable title that is in line with the primary objective of the research proposal. 1 2 Purpose 2.1 Problem statement (4 marks) • Formulate a problem statement that clearly indicates why the research is necessary and what the value of the research will be. • This section should be at least half a page long and you need to have at least five references to justify the problem. 2.2 Primary objective (1 mark) • Formulate a single primary objective that states what the study is trying to achieve. 2.3 Secondary objectives (3 marks) • Formulate at least three secondary objectives that deal with the specific aspects of your topic and that will assist in achieving the primary objective of the study. 8 3 Type of study 3.1 Research design (4 marks) • Discuss the plan and framework of the planned research proposal by choosing the most suitable research design (based on the sample size) and provide a detailed discussion of why this research design is the most suitable to use for your topic. 3.2 Secondary data (2 marks) • Discuss the types of secondary data sources that should be consulted 10 8 Steps Content Mark (based on your topic) before deciding on the research process to follow. 3.3 Primary data (4 marks) • Discuss the type of primary data collection method (based on the sample size) that should be used and provide a detailed discussion to justify your reasoning. 4 Sample design 4.1 Population (1 mark) • Identify and discuss the population that forms part of this research proposal. 4.2 Sample frame (1 mark) • Identify and explain who the sample units will be. 4.3 Sample method (5 marks) • Identify the most suitable sample method (2 marks) and type (3 marks) based on the sample size and topic; and provide a detailed discussion of why this method and type are the most suitable for your research topic. 4.4 Sample size (1 mark) 8 5 Data collection method 5.1 Data collection method (4 marks) • Based on the research design, primary data collection method and sample size, you need to identify and provide a detailed discussion of why the chosen data collection method is the most suitable to use. 5.2 Scales (2 marks) • Based on the research design, primary data collection method, sample size and secondary data collection method, you need to identify the most suitable scales (structured vs unstructured and comparative vs non-comparative) to use – and provide detailed reasoning. 5.3 Validation (2 marks) • Based on the primary data collection method, you need to determine the type of validation method (trustworthiness vs reliability and validity) to use, explain it and provide a detailed discussion of why this validation method is the most suitable to use. 8 6 Analysis plan 6.1 Based on the objectives, research design and primary data collection method, you need to identify and justify the most suitable types of analysis method that should be used for your topic. 2 Technical • Layout of portfolio (including the sequence of “steps”) • References (in-text and reference list) • Signed Declaration * -1 mark for each aspect not adhered to 3 TOTAL 40