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Identify and evaluate market research techniques.

Assessment 2- 60% weighting

Group assignment- 3000 words

You have been commissioned as a team of consultants for an organisation of your choice. The organisation would like you to conduct a marketing research project. In your team you should critically analyse market intelligence sources to establish potential answers to your identified research problem(s). The research project should apply methods of establishing customer satisfaction levels, with primary research being prepared, analysed and reported in a professional manner.

The report should typically have the following components:

1. Title Page

2. Table of contents

3. Executive summary and recommendations- written last, objective of the study, the method and research findings.

4. Introduction and problem definition-rationale

5. Research method and limitations

6. Research findings- main part of report

7. Conclusion

8. Appendices

Upon successful completion of this part of the assessment the student will be able to:

• Identify and evaluate market research techniques.

• Identify and apply methods of establishing customer satisfaction levels.

• Plan and undertake a market research programme.


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