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follow the guidelines my marketing research problem is IMPAIRED DRIVING

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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: • • • • • • • • 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: • • • • • 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: • • • • • • 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 • • • • • • • 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: • • • • • • • • 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. 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 15 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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