Develop a consumer research plan for your selected company and audience, including the following:
= Write a brief introduction of the selected company.
= Analyze a consumer research-related problem. The research problem is to be appropriate for you
selected company and might entail issues related to customer engagement, external factors, o
internal factors.
= Apply secondary data and information related to the research problem.
= Develop a research plan for the identified problem. Use qualitative or quantitative data related to the
esearch problem.
« Develop the sampling and data collection plans for the research problem.
= Apply how the expected outcomes contribute to organizational market needs, decision making, and/o
strategy building.
xX Assessment 2 Instructions: Con
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Deliverable Format
Requirements:
The consumer research plan is to be a minimum of 10 pages, in addition to the title and references
pages.
* You may choose to organize your plan as follows:
o Title page.
o Executive summary – 1 page.
0
Introduction and background of the research problem (for example, a consumer behavior issue
your plan addresses) — 2 pages.
Secondary data and information — 2-4 pages.
o Internal secondary data.
o External secondary data.
Research plan — 2 pages.
o Qualitative (for example, focus groups or depth interviews).
o Quantitative (for example, observational or casual).
Sampling and data collection, using a probability or non-probability sample — 1 page.
Contributions — 1 page.
Conclusion — 1 page.
References
