M7A1Rubric4 xBUS460-M6A13 MarketingResearchPlanBUS4604
Sampling size plan
During this Module you should have made significant progress with your market research plan. At this point, you should have read and analyzed your case study, developed your research objectives; chosen a data collection and administrative methods; and created your survey(s).
Your next step would be to complete and submit the following:
· Sample plan and size
Marketing Research Plan BUS460
Compose your work in a or x file type using a word processor (such as Microsoft Word, etc.) and save it frequently to your computer. For those assignments that are not written essays and require uploading images or PowerPoint slides, please follow uploading guidelines provided by your instructor.
Check your work and correct any spelling or grammatical errors. When you are ready to submit your work, click “Submit Assignment” in the upper right corner. Click on “Browse,” browse your computer, and select your file. Click “Open” and verify the correct file name has appeared next to the Browse button. Enter your comments, if any, in the Comments area. Click on “Submit Assignment.”
Evaluation
This assignment will be graded using the rubric displayed below. Please review this rubric prior to beginning your work. You can also access the rubric on the Course Rubrics page within the Start Here module. This assignment is worth 5% of your final course grade.
SBT Research Paper Rubric
SBT Research Paper Rubric | |||||
Criteria |
Ratings |
Pts |
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This criterion is linked to a Learning OutcomeTopic & Introduction |
15 pts |
10 pts |
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This criterion is linked to a Learning OutcomeContent |
25 pts |
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This criterion is linked to a Learning OutcomeUse of References |
15 pts Exemplary Reference information from a variety of quality electronic and print sources. Sources are relevant, balanced and include critical readings relating to the thesis or problem. 12 pts Accomplished Reference information from a variety of relevant sources–print and electronic and a few reputable background sources are used. 9 pts Developing Reference information from a limited range of sources and displays minimal effort in selecting quality resources. 5 pts Beginning Referenced information has little relevance, quality, depth and balance. 0 pts Unacceptable Referenced information is lack of relevance, quality, depth and balance. |
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This criterion is linked to a Learning OutcomeOrganization |
15 pts Exemplary The ideas are arranged logically to support the purpose or argument. They flow smoothly from one to another and are clearly linked to each other. 12 pts Accomplished The ideas are arranged logically to support the central purpose or argument. They are usually clearly linked to each other. 10 pts Developing In general, the writing is arranged logically, although occasionally ideas fail to make sense together. 5 pts Beginning The writing is presented in a somewhat logical order. Need a little bit more efforts in putting the ideas to make sense together. 0 pts Unacceptable The writing is not logically organized. Most of the time, ideas fail to make sense together. |
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This criterion is linked to a Learning OutcomeDocumentation & Grammar |
10 pts Exemplary Documented all sources and the sources are properly cited and all grammar and spelling are correct. 8 pts Accomplished Document most of the sources with some care and most of the sources are properly cited and only one or two errors in grammar and spelling. 5 pts Developing Most of the references are cited but was poorly constructed and more than two errors in grammar and/or spelling. 3 pts Beginning Minimal references are documented and a few grammar and/or spelling errors. 0 pts Unacceptable No references are documented and very frequent grammar and/or spelling errors. |
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This criterion is linked to a Learning OutcomeSynthesis & Conclusion |
20 pts |
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Total Points: 100 |
Market Research Marias Italian Bakery
Chris Holzer
Excelsior College
BUS 460: MARKET RESEARCH
Dr. Zobisch
8-8-21
Market Research Marias Italian Bakery
Market research is a tool for evaluating the viability of a new good or a service. It is also conducted in an already existing product for a better understanding of your customers. The data obtained from market research is important in evaluating existing marketing strategies; thus, marketing and selling a good or service become easier and more efficient. Marketing research plays a vital role in the improvement of communication in a business.
It makes it easier for a business to identify other business opportunities such as; partnership with other business ventures, profitable order upgrade creation, and identification of new locations. It lowers business risks by; testing new goods or designs before launching, finding reasons why buyers buy once and leave, and obtaining insights on areas with problems. Market research is important to determine the appropriate promotional materials to use and advertise the business’s good or service. It is important to learn more about the business competitor through a market survey to outsell them (Zikmund et al.2014). Lastly, market research enables a business to set better goals, and decision making becomes easier.
The assignment tends to explain a sample plan for Maria’s Italian Bakery.
The general objectives of the market research are;
I. Target new customers
II. Identify the appropriate methods of promotion
III. Increase sales
IV. Increase profit
V. Improve communication
VI. Identify new opportunities
VII. Identify the most appropriate mode of delivery
VIII. Understand customers behavior
IX. Retain the existing customers.
X. Improve the quality
The specific objectives are;
To determine the effect of geographical location on purchases by Indians, Pakistanis, and Hispanics.
To determine the relationship between different modes of goods delivery and sales to different geographical locations.
To determine the effect of advertisements on Maria’s Italian Bakery performance.
To determine the effect of price change on Marias Italian Bakery sales.
The sample is limited to the three ethnic groups; Indians, Pakistanis, Hispanics.
The most preferred method of obtaining a sample is cluster sampling for the Hispanic population and simple random sampling for Indians and Pakistanis because it is reliable, cheap, and less time-consuming.
The recommended data is both qualitative and quantitative data are required therefore, the recommended method of data collection is the use of surveys and interviews for primary data and the use of sales documents and records to obtain secondary data.
Interviews will be conducted face to face and through telephone calls.
The survey questionnaire to be used is;
Marias Italian Bakery survey questionnaire
(Answer all questions)
Date………………..
Name………………………………………..
Age…………….. Gender……………………………..
Ethnicity………………………………
Geographical location……………………….
How did you come to know Marias Italian Bakery ………………………………………………………………………………………
Which product do you purchase mostly …………………….how many times a week………………………………………..
Have you ever come across the Marias Italian Bakery Advertisements…………….
Do you request food or other Marias Italian Bakery’s product online……………….how long did the product takes to reach to you……………………….what mode of transport used…………………………………….
Have you ever bought any expired product………………. if yes, which product was it…………………………………
Do you purchase our products whenever we have promotions…………………….
Have you ever bought an expired product from Marias Italian Bakery……………………………….
Rate our services (ranges from 1 to 5)……………..
The sales and documents records are used to obtain daily sales data, product prices, and profits for the last year. The variables required in the market research are; geographical location, price, advertisements, mode of transport, and sales.
Reference
Zikmund, W. G., D’Alessandro, S., Winzar, H., Lowe, B., & Babin, B. (2014). Marketing research. Sydney: Cengage Learning.
Marketing Research Plan-Due in Module 8
Maria’s Bakery was established in 1950 when Jerry and Maria arrived from a northern province of Italy
and made their home in Brighton, Massachusetts. Bakers by trade in the “old country”, their goal was to
establish a bakery.
Brighton is a city located some five miles west of Boston which became a destination for many
immigrant Italian families in the 1950s. With an already established target market for Jerry and Maria, it
was not difficult to develop a clientele for the breads and pastries that were a part of the Italian lifestyle.
The bakery made its debut in the small kitchen of a row house that became the first home of the young
immigrant couple.
The couple started a family early on and brought into the world two sons, Bruno and Paulo, who would
both be raised in the midst of the family business. In the 1960s the business finally moved out of the
cluttered row home into retail space in the center of town. The business was established and opened
under the name of Maria’s Italian Bakery.
By the 1990s, Jerry and Maria were getting ready for retirement. The business had stopped growing
many years ago and they were ready to hopefully pass it on to their two sons. Both boys had attended
college and moved on to their own careers, but were interested in taking over the family business.
At this point in time, the demographics of Brighton had changed dramatically. The Italian population,
which at one time was the majority ethnic group, had dwindled significantly. Brighton, just as it had in
the 1950s, now became a haven for many other ethnic groups such as Indians, Pakistanis, and Hispanics.
The large Italian population, tired of the cramped city landscape, had moved to the suburbs.
Bruno and Paulo, using the education that their parents worked so hard to give them, recognized the
shift in demographics and recommended to their parents that the bakery name be changed to Maria’s
Bakery. This, in their estimation, would open the door to carry other bakery products to meet the needs
of the demographics now dominate in the Newton market.
Jerry and Maria were very upset at this recommendation, but realized that they worked hard for their
children’s education and should listen to their proposal. They agreed and asked the boys to enlist the
services of a marketing research consultant to back up their claims.
You have been hired as that consultant and your job is to establish a plan to gather enough data to
support a name and product assortment change. Because this is a fictitious scenario, you will not be
expected to collect primary data. This is a proposal explaining how you intend to make your final
recommendations to the owners.
Your report must include the following:
Due in Module 5
M5A2 Research Plan: Problem and Research Objectives
Define the problem.
Explain the research objectives.
Due in Module 6
M6A1 Research Plan: Develop a Sampling Plan
Discuss recommended data collection methods.
Create a survey questionnaire to gather data:
o Be specific as to where the questionnaire will be administered (telephone, Internet,
etc.).
o Use Chapter 8 extensively as your guide to developing the survey questions (the grading
of this section will be based on the criteria given in the chapter).
Due in Module 7
M7A1 Research Plan: Sample Size
Develop and discuss your sample plan and size.
Due in Module 8
M8A1 Marketing Research Plan
Develop your final recommendations.
Submit your final paper.
iReportWriting Assistant (prenhall.com) provides instructions, templates and a sample marketing
research report to assist you with this assignment.
http://wps.prenhall.com/bp_burns_research_7/235/60173/15404540.cw/index.html