EcA GRADUATE INSTITUTE
Please read the Instructions to the Student in the above table prior to commencing the tasks of this part.
This project can be done in a group of 4 members. Before you start working on the project, you must select a company and at least a product / service of the company.
In this project you require to write a research brief to initiate and lead applied research. Writing a brief can often be a very challenging and time-consuming process — especially for first timers. However, it is essential to get the best possible solution for your research needs. A great brief possesses clarity, displays depth of thought and provides direction. The bigger the scope of the project and the greater the importance of the outcome, the more time and energy you should invest in developing the brief. Remember, it is not about carrying out some research, but about achieving an outcome.
The following tasks need to be completed to put together a great research brief. A brief should contain some, and ideally all, of the following information. Complete all the following tasks:
Task 1. Market and Strategic Overview
This helps researchers understand where this project fits in the overall strategy, vision and values, and business objectives. It also helps to plan, conduct and report on applied research relevant to organisational strategic practices and outcomes • Define the market and explain its dynamics • Major players and key competitors • Past and current activity • Target markets (description of the geographical, cultural, social or institutional context within which the research will be carried out) • Factors such as regulations, seasonality, distribution, pricing, communication, etc
Task 2. Background and Role of the Research
This is the most important part of the brief, as it specifies where the research fits in your marketing activity, and more specifically, the types of decisions and plans that will be made based on the research: • Reasons for the research • Where does it fit into marketing programme development? • Which business units does the research impact and who is involved? • Make sure you identify any constraints on the action you can take because of the research
Task 3. Objectives
There are usually two types of objectives that need to be explained: • Business objective – this is the objective of the marketing project the research is for it is the overall strategic objective • Research objective – detailed objectives of what you need to know e.g. attitudes, behaviour, usage expectations, perceptions. Is it to understand, evaluate of explore (more qualitative objectives) or is it to measure, record, or ascertain (more quantitative objectives)
Sydney Campus I eve; 2, 55 Rece-it
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