Zikmund 4e: Chapter 1 Project Worksheet: The role of marketing research and the research process

Project Worksheet Chapter 1

Selecting a research topic
For a student, the most important factors in selecting a research topic are
ease of completion and the provision of straightforward results that have
some managerial benefit to decision-making.

1. Describe the managerial problem, issue or opportunity. Include details

about the organisation the research is designed to assist.
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2. Based on your answer to Question 1, what is the research question?

Determining the research question may require a literature review (see
Chapter 2 of the textbook).
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3. List up to five research objectives that meet the research problem. (These
can also be hypotheses.)
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Cengage Learning Australia 2017

Zikmund 4e: Chapter 1 Project Worksheet: The role of marketing research and the research process

4. Which research design will be used to collect the data?

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5. Outline the sample plan and how the data will be collected. (See relevant
chapters of the textbook).
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6. What are the likely managerial implications of your study?

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Cengage Learning Australia 2017