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...ion of a marketing scenarioAnalysis and interpretation Final Report 35% Week 15of data leading to a conclusions and a setof recommendationsPresentation of a course Group Presentation 10% Week 16of action based on analysisof data ASSESSMENT GUIDELINES PART A - MARKETING RESEARCH BRIEF Case Study: “ Do Gucci catalogues stack up in Direct Marketing?” Due: Week commencing 14 /4 1. Is the problem facing Gucci a case of problem Identification research or problem solution research? Explain. 2. Identify the research objectives, using a matrix format discussed in the lecture 3. How can : Exploratory Descriptive Causal Research is used in this case? Explain. PART B - MARKETING RESEARCH PROPSAL 1. What internal sources of secondary data can you identify which would be helpful to Gucci? 2. Which survey method would you recommend to Gucci to conduct research? Why? What the limitations of this mode? 3. Assuming a personal interview is being conducted: 1. What is the target population for this study? 2. What sampling frame can be used? 3. What sampling technique do you recommend for this study? Why? 4. What nonresponse issues must be considered and how can they be overcome? 4. Based on your research objectives design a Questionnaire to be used in a survey. PART C – THE QUESTIONNAIRE You will need to consider - The length/ layout and structure of the Questionnaire. - It should not need to be more than 12 questions (including demographics) If it is longer, then you may be repeating yourself. - FURTHER POINTS: 1 Your choice of questions, these may be a combination of : - Fully structured, semi-structured, or unstructured. - Collecting quantitative and/or qualitative data. - Open ended - Dichotomous - A choice of answers, including the use of rating scales 2 The length of each question 3 Wording of your questions - Simple and clear - The layout should be easy to follow 4 Filter and demographic questions (if applicable) You are writing the questionnaire to collect the data needed to achieve your research objectives. GUIDE TO FINAL REPORT SECTION OF THE ASSIGNMENT.DUE : Week commencing 2/6 This report must contain the following: 1 Executive summary 2 Table of Contents 3 A small background section 4 Methodology 5 The Main Body of Analysis 6 Conclusions 7 Recommendations 8 Appendix (Including a copy of your Proposal & Questionnaire) 1 Executive Summary - No more than one page. - Will summarise the whole report (research obj., findings, and recommendations) 2 Table of contents is self explanatory 3 Background Section - No more than half a page - Briefly describes the background to the report 4 Methodology - The type of data collected, eg. Qualitative and/or Quantitative. - The Sample Used (include sample size) - The Data Collection Method - The Analysis Approach, eg. Cross Tabulation, Conjoint Analysis, Perceptual Mapping. 5 Main Body of Analysis (THIS MAY BE DONE USING SPSS or EXCEL) - You will provide descriptive statistics including frequency tables and charts for each question. You will also include cross tabulations, perceptual maps and/or attribute lists. - A brief s...