TEAM PROJECT
Description of Team Project
Completed projects are due at the end of the semester (see course outline for due date). Students that do not
submit a completed marketing research project by this date will receive a failing grade of “0” for the Team
Project.
The project is to be done as a group of four (more or less depending on total student enrolled in class). The
team will choose the business for which they want to assist with a marketing research problem. The purpose of
the paper is to develop a marketing research report for the selected business, which is a factual message that
transmits research results, vital recommendations, conclusions, and other important information to the client,
who in turn bases his or her decision making on the contents of the report.
Marketing Research Project
This marketing research project should include the following tasks:
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formulate a research problem,
design a questionnaire,
select a sample frame,
collect respondent data,
enter respondent data into a computerized spreadsheet,
analyze respondent data with statistical software,
write a research report, and
make a brief, in-class presentation.
Research Proposal
At a minimum, your research proposal should include the following content:
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the names of all group members,
a brief description of your overall research problem,
at least six specific research questions, and
a brief description of your proposed sample.
a brief description of proposed data collection method.
Marketing Research Report
At a minimum, all marketing research reports should include the following content:
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a title page with project title and names of all co-researchers;
a letter of transmittal;
a table of contents;
an introduction to the research problem and research questions;
a discussion about data collection that addresses the questions who, when, where, and how;
a basic descriptive statistical analysis and interpretation of collected data, which should include response
frequencies, basic summary statistics (e.g., mean, range), and meaningful subgroup comparisons
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consistent with one or more research questions, simple graphical displays, such as pie and bar charts to
facilitate interpretations of collected data;
at least three cross-tabulation tables with proper chi-square statistics and interpretations;
a conclusion and recommendation based on the data analysis and interpretation;
an extensive discussion about study limitations and lessons learned;
an appendix containing the research proposal;
an appendix containing the questionnaire used for data collection;
an appendix containing basic frequency output with descriptive statistics (e.g., mean, range); and
an appendix containing simple graphical displays, such as pie and bar charts to facilitate interpretations
of collected data.
Letter of Transmittal
This is a formal business letter to the person or organization that commissioned or assisted you with the report
“announcing” the completion and delivery of the report. At a minimum, it usually includes:
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A salutation (e.g. Dear Mr. White);
The purpose of the letter (e.g. here is the marketing report you commissioned or assisted with);
The main findings of the report;
Summary of data collection and survey;
Implications of the research study and findings;
Any important considerations;
Acknowledgement of any particular help; and
Thanks
Elements of a Marketing Research Report
1. Title Page
2. Letter of Transmittal
3. Table of Contents
4. List of Illustrations
5. Executive Summary
a. Introduction
b. Research Objectives
c. Concise Statement of Method
d. Summary of Key Findings/Results
e. Conclusions and Recommendations
6. Introduction
7. Research Objectives
8. Research Method and Procedure
9. Data Analysis and Findings/Results
10. Conclusions
11. Recommendations
12. Limitations
13. Appendices
Group Presentation
Towards the end of the semester, each team will be asked to present its project to the class. Presentation should
follow the same outline required for the written portion of the project. Each team member must be involved in
the team presentation. Grading of presentations will be based on structure and content, professionalism of
delivery, and the use of visual aids such as PowerPoint®, video, websites, graphs, demonstrations of the survey
used, etc. Students are expected to develop a PowerPoint on the due date found in the course syllabus. No
extensions will be given.
RUBRIC FOR WRITTEN PAPER
TEAM: ___________________
Measures
Issues to be addressed
Title Page
Name of project, name of students, name of
course, and date.
Letter of
Transmittal
Formal business letter to the person or
organization that commissioned or assisted
you with the report “announcing” the
completion and delivery of the report.
9
Table of
Contents
List of
Illustrations
Tabulated information on content of paper,
including page numbers.
Tabulated information on tables and/or figures.
2
Executive
Summary
1 to 2 page synopsis of the paper. An executive
is written for an executive who most likely
DOES NOT have the time to read the original.
Its purpose is to summarize the KEY POINTS
within the document and to make a
recommendation. It is generally considered to
be the most important part of a business
document since executives may act on the
recommendations outlined in the summary.
Orients the reader to the content. Includes
background situation leading to the problem,
statement of the problem, and a summary
description of how the research process
initiated.
Includes a discussion of the research
objectives.
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Includes how you conducted the research, who
(or what) your subjects were, and what tools or
methods were used to achieve your objectives.
Present findings organized around the research
objectives. Should be presented in narrative
form and accompanied by tables, charts,
figures, and other visuals that support and
enhance explanation of the results.
Conclusions: includes the outcomes and
decisions you have reached based on your
research results. Recommendations: includes
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Introduction
Research
Objectives
Research
Method and
Procedure
Data
Analysis and
Findings/Re
sults
Conclusions
and
Possible
Points
2
2
10
10
10
15
Comments
Score
Recommend
ations
suggestions for how to proceed based on the
conclusions.
Limitations
Do not attempt to hide or disguise problems in
your research; no research is faultless. Discuss
limitations in order to avoid risking the
integrity of you as the research and your
research.
Graphs, survey, photos, coupons, bibliography,
etc.
Is the paper well written? Is the paper free of
typos and grammatical errors? Is the paper
presented in a professional manner?
Appendices
Paper
Format
Total
5
5
5
100
RUBRIC FOR PRESENTATION
TEAM: ___________________
AREA
Team
Introduction
Project
Introduction
Research
Objectives
Research
Method and
Procedure
Data Analysis
and
Findings/Results
Conclusions and
Recommendatio
ns
Limitations
Professionalism
Visuals
Time
TOTAL
DESCRIPTION
General Introduction of Team
POINTS COMMENTS
5
Orients the reader to the content. Includes
background situation leading to the problem,
statement of the problem, and a summary
description of how the research process
initiated.
Includes a list of the research objectives.
10
Includes how you conducted the research,
who (or what) your subjects were, and what
tools or methods were used to achieve your
objectives.
Present findings organized around the
research objectives. Should be presented in
narrative form and accompanied by tables,
charts, figures, and other visuals that support
and enhance explanation of the results.
Conclusions: includes the outcomes and
decisions you have reached based on your
research results. Recommendations: includes
suggestions for how to proceed based on the
conclusions.
Do not attempt to hide or disguise problems in
your research; no research is faultless.
Discuss limitations in order to avoid risking
the integrity of you as the research and your
research.
Professionalism of presentation, demeanor,
flow, etc.
15
Use of visuals to capture branding and results
sections
Appropriate use of time (10-15 minutes)
5
10
15
15
5
15
5
100
SCORE
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