Part 2 Marketing Research Planning, Implementation and Analysis

Anonymous
timer Asked: Dec 12th, 2018
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Question description

This is part two of part one (please review part one in which it has already been completed).

Please see attachment just to review part one and work on part two.

Part 2 - 20% of the final grade

This final project is in lieu of a final exam.

In most instances, marketing research can be reduced to five questions:

  1. What do we need to know?
  2. What will we ask?
  3. Whom will we ask?
  4. How will we ask them?
  5. How will we interpret their answers?

This assignment requires you to survey the organization/enterprise at which you are employed, or an organization of which you are a member, such as a church, school, club, etc., and identify one of its most pressing marketing needs about which it should conduct some sort of marketing research. After explaining this in detail, including the needs and reasons for conducting the research, you should then detail the methodology you would recommend that the organization employ to obtain the data.

A simple example of a need might be that the organization is concerned about membership numbers and wants to formulate a course of action regarding future decisions.

Although this final project is not due until weeks 7 and 8, you need to begin thinking about it immediately. Your choice of organization should be submitted to your instructor in week 2 for comment and suggestions.

Part 2 (20% of final grade)

Part 2 of the paper should involve gathering the data, analyzing said data, and deriving inferences and/or conclusions as presented and interpreted so the user/client will be able to make better decisions and/or take necessary action.

4. Collect the data. (Use the free version of the SurveyMoney survey tool, described below).

5. Analyze the data.

6. Formulate conclusions and prepare the report.

Submit part 2 by the due date identified in the course schedule. It should be a typed, double-spaced paper (see guidelines under assignment 1 above), no less than three pages and no more than five pages.

Google Forms or SurveyMonkey:

If you choose, you may use Google Forms or SurveyMonkey (or any other online survey tool) to facilitate your research collection and analysis.

To use Google Forms, go to https://www.google.com/forms/about/ and follow the prompts to create your survey.

There are paid and free versions of SurveyMonkey. To sign up for a free SurveyMonkey accout, go to SurveyMonkey (www.surveymonkey.com) and subscribe to a free account using the following steps:

  1. Click on "Sign up FREE" (right side of screen)
  2. Fill out the contact form
  3. Click on +Create Survey
  4. Give your survey/project a title
  5. Select a category (I would recommend "Market Research")
  6. Click on "Add Question" (middle of page)
  7. Type the Question Text and then choose the Question Type
  8. Fill in the Answer Options
  9. Check relevant boxes under Answer Options
  10. Click on "Save & Add Next Question" (bottom right side of screen)
  11. Repeat for all your questions
  12. When done, click on "Preview Survey", then "Send Survey" (bottom right)

The following grading rubric applies to part 2 of this assignment: 20 points

Criteria

Does not meet expectations

Minimally meets expectations

Meets some expectations

Meets or exceeds expectations

Data Collection Methodology

0 points

1 point

2.5 points

4 points

Student identified the appropriate data collection methodology regarding the pressing need or problem.

Student failed to identify the appropriate data collection methodology regarding the organization's need or problem.

Student minimally and/or erroneously identified an appropriate data collection methodology regarding the organization's need or problem.

Student partially and/or erroneously identified an appropriate data collection methodology regarding the organization's need or problem.

Student fully identified the appropriate data collection methodology regarding the organization's need or problem and explained the methodology clearly and thoroughly.

Data Ordering & Analysis

0 points

1 point

2.5 points

4 points

Student ordered the data and analyzed the results, drawing appropriate inferences about the meaning of the data, including patterns identified in the data, formulating supportable conclusions from the data.

Student failed to order the data and/or analyze the results, drawing inappropriate inferences about the meaning of the data. Student also failed to identify and/or include patterns from the data, and s/he did not formulate supportable conclusions from the data.

Student minimally ordered the data and/or analyzed the results, drawing minimal inferences about the meaning of the data. Student may have identified and included patterns in the data, but analysis was vague and/or inconsistent. Student may have formulated some supportable conclusions from the data but conclusions were insufficient.

Student partially ordered the data and/or analyzed the results, drawing some appropriate inferences about the meaning of the data. Student identified some patterns in the data, but analysis was insufficient or incorrect. Student formulated some supportable conclusions but conclusions were weak and/or inappropriate.

Student thoroughly ordered the data and analyzed the results, drawing and reporting appropriate inferences about the meaning of the data, including patterns identified in the data. Student included supportable and detailed conclusions from the data.

Communication of Research

0 points

1 point

2.5 points

4 points

Student communicated the conclusions in a logical, organized report to the intended audience.

Student did not communicate the conclusions in a logical or organized report to the intended audience.

Student minimally communicated the conclusions. The report was confusing and/or incorrect in its presentation to the intended audience.

Student only partially or vaguely communicated the conclusions. The report may have been illogical and/or disorganized in its presentation to the intended audience.

Student fully communicated the conclusions from the research in a logical, organized report to the intended audience.

What did you Learn?

0 points

1 point

2.5 points

4 points

Student provided input about what s/he learned from Parts I and II of the Final Project in terms of identifying a problem to research, surveying individuals, analyzing the data, and communicating the final results in an organized and coherent fashion.

The student provided minimal to no discussion of what s/he learned from the Final Project assignment, including failure to adequately describe the process to identify a problem to research, survey a group, analyze the data, and communicate the final results.

The student provided only a minimal discussion of what s/he learned from the Final Project assignment, including a minimal description of the process used to identify a problem to research, survey a group, analyze the data, and communicate the final results. Input was inconsistent, vague, confusing, and/or illogical.

The student provided only a partial discussion of what s/he learned from the Final Project assignment, including a partial description of the process used to identify a problem to research, survey a group, analyze the data, and communicate the final results. Input was interesting but insufficient in conveying lessons learned.

Student provided a comprehensive discussion of what s/he learned from the Final Project assignment, including a comprehensive description of the process used to identify a problem to research, survey a group, analyze the data, and communicate the final results.

Formatting & Documentation

0 points

1 point

2.5 points

4 points

Paper uses accurate grammar, spelling, and sentence structure. The paper is between 3-5 pages in length, has a cover page, and uses Arial or Times New Roman font. Margin and spacing requirements are met. Paper conforms to the APA Style Manual.

Submission requirements are not met. Tone and/or style are not appropriate for the audience.

The paper is poorly organized and difficult to follow. There are significant grammatical and/or spelling errors.

The paper is adequately organized and the ideas are clearly expressed. There are a few grammatical and/or spelling errors.

The paper is well-organized and the ideas are clearly expressed. The paper is free of grammatical and spelling errors and follows the margin, font, and page specifications.

Total Possible Points

0 points

5 points

12.5 points

20 points

Running Head: MARKETING RESEARCH 1 Part 1 - Marketing Research Planning, Implementation and Analysis Tiara McCray UMUC MRKT 412 7980 Marketing Research (2188) 12/9/18 MARKETING RESEARCH 2 Marketing Research: Government Need to Contract Fluor Company Introduction Government contractors are non-government employees hired to perform specific duties for the government. A contractor has the legal rights to establish rules of conduct for the assigned work. Doing business with the government is considered very competitive. The contractor has the burden of individually dealing with the competitive market. A contracting company has to, therefore, have a clear value statement with details of how they intend to market the services better than competitors. A clear statement will make the federal procurement officers prefer the company over its competitors. The federal governments hire private contractors mainly because it lacks the necessary workforce to conduct specific services. The government does not have enough number of employees to conduct all the services it is mandated to. Therefore, in this case, it has to hire a company outside the government to provide engineering, consulting, logistics, and environmental services. Problem statement The federal government needs a detailed marketing research on the Specific Company it wants to research on to provide it with the necessary expertise. A Federal Government is mandated with a variety of tasks, some of which it can assign to the employees within the government. With the history of Fluor Company in offering contracting services, it has an opportunity to market its business to and partner with the Federal government to offer engineering, consulting, logistics, and procurement services for the government (Fluor, 2018). Therefore, the government needs detailed marketing research of the company before partnering with it. MARKETING RESEARCH 3 Research Objectives The main purpose of this research is to develop identify how Fluor Company, being a nongovernmental industry, can market their business to and partnership with Federal government. The marketing strategy has to contain the details of how the company will effectively provide the services the federal government requires. The research objectives include: 1. Identify the core competencies Fluor company has over its competitors The company has to have core expertise it can offer to the federal government. The core competencies of Fluor Company include engineering, construction, procurement, maintenance, fabrication, and procurement. This objective will also help the company identify the places that need improvement based on the mission and identified opportunities of the Federal Government. By assessing its core competencies, the Government will be able to identify the advantage it will have to contract this company over other companies. In the core competencies section of the research, the differentiation strategy used by Fluor will be also identified. The government needs a competent workforce to provide the required services. 2. Examine the company’s past experiences working with the Federal Government or other agencies. The Federal Government needs to contact previous partners of the company to get a recommendation of the Company’s performance. The aim of understanding the past performances of this company is to evaluate its ability to meet the standards of the services effectively. The government has to be assured that they are bringing the right expertise into their businesses. MARKETING RESEARCH 4 3. Assess the benefits the Federal Government Expects to get from a partnership with the Company Following the lack of enough workforces, the benefits sought includes labor. The company contracted has to have the correct amount of workforce. The workforce should also possess the correct level of skills required. Research Design The research will be a descriptive survey of the Four Company. The target population for this research will be the Fluor Company Management and employees, as well as the Company's recommended references. The top-level management will provide the researchers with information about the company and its core competencies. The HR manager will provide insight on the number of employees and their level of expertise. The employees will be asked for information about their work motivation. The referees will provide the Federal Government with the performance history of the Company. This includes its weaknesses and strengths, as well as its ability to conduct assigned tasks effectively. The satisfaction of referees will inform if the Company is perfect for the job. Top level managers will be systematically selected. Employees will be selected on basis of availability and interest. All referees will be conducted. The study will use questionnaires and interviews. Both face to face interviews will be collected. Questionnaires will be used to collect primary data from employees. Questionnaire will be personally administered to the team leaders of employees. The other employees of Fluor Company will be provided with questionnaires and allowed two days to complete them. MARKETING RESEARCH Questionnaires will be both open-ended and closed-ended, to obtain both relevant and detailed information. Face to face interviews will be planned for based on the availability of Fluor Company top managers. The interviews will be structured and will take 20-30 minutes per person. This will be for the purpose of testing reliability. Referees will be interviewed over the phone. Interviewing the company’s referees will require flexibility and validity (Research Guides, 2018). Unstructured interviews will be important in generating qualitative data as the questions will be open. The federal government will need as much information as possible from the referees. The interviews will be recorded and the interviewers will note down important responses as they are identified. Both qualitative and quantitative data will be obtained from the research. Data analysis will be conducted to provide insight into the findings. A regression analysis of collected data will be conducted. Data collected will be validated to make sure it meets pre-set standards. Large data sets often include errors; therefore, data will be edited to identify such errors. Data coding will involve grouping and assigning the survey responses values. Data coding will make analysis easier. Quantitative data will be described using inferential statistics. The responses will be correlated, and the variance will be obtained. Qualitative data will be analyzed by content analysis. The research will be conducted mainly for business purposes. The information obtained will identify if Fluor is the best company to partner with. The information will be treated with high confidentiality. The researchers will respect the respondents and low them the flexibility to express their views. 5 MARKETING RESEARCH In summation, the Federal Government lacks enough employees to conduct business. Therefore, it has to hire a company to do the job for them. The company being evaluated for the job is Fluor. The researchers are employees of the company. The research will be a descriptive survey which will provide both qualitative and quantitative data. From the nature of information required, the entire population will participate in the study. The time plan for conducting the survey will be three months. Data analyses will be done in two weeks. The limitations of the research will be identified after the final research is conducted. 6 MARKETING RESEARCH 7 References Fluor - Global Engineering and Construction Company - EPC Services.(n.d.). Retrieved 2018, 6th December from https://www.fluor.com Research Guides: Organizing Your Social Sciences Research Paper: Types of Research Designs. (2018, December 5). Retrieved from http://libguides.usc.edu/writingguide/researchdesigns

Tutor Answer

Kevins_Jr
School: UCLA

Attached.

Running head: MARKETING RESEARCH

1

Your name

Instructor

Course

Date

Running head: MARKETING RESEARCH

2

Data collection

The data was collected by administering 30 questionnaires and face to face interview of
20 employees. They were asked questions concerning the performance of the company in terms
of service delivery and whether they comply with the set policies in governing the construction
companies. The employees responded in all the questions asked. The responses were as follows:

Question 1

Does the company have enough equipment for construction?

(Strongly accord-40), (accord- 5), (moderate- 5), (discord-0), (strongly discord-0)

Question 2

Does the company use quality materials in the construction?

(Strongly accord-40), (accord- 10), (moderate- 0), (dis-discord-0), (strongly discord-0)

Question 3

Do they deliver their services on time?

(Strongly accord -39), (accord-10), (moderate- 1), (dis-discord-0), (strongly discord-0)

Question 4

Running head: MARKETING RESEARCH

Does the company have expertise?

(Strongly accord-40), (accord- 10), (moderate- 0), (dis-discord-0), (strongly discord -0)

Question 5

Are you satisfied with the recruitment process?

(Strongly accord-44), (accord- 3), (moderate- 1), (dis-discord-2), (strongly discord-0)

Question 6

Do the completed projects stay for long before repairs?

(Strongly accord-48), (accord- 2), (moderate- 0), (dis-discord-0), (strongly -discord-0)

Question 7

Does the company comply with the construction policies and standards?

(Strongly acc...

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Review

Anonymous
Tutor went the extra mile to help me with this essay. Citations were a bit shaky but I appreciated how well he handled APA styles and how ok he was to change them even though I didnt specify. Got a B+ which is believable and acceptable.

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