MKTG3504 Market Research Assignment Brief | Queensland

MKTG3504 Research Project Report 

Thank you for your part in designing and completing the tutorial research project. Being a part of the decision making for the development of the research project will have given you valuable experience in the fun and challenges that often face market researchers when designing and conducting research. Now the data is in! You have chosen a client to work for and they will want you to pull out of the data what is important for their company and context.

You are now working as a research consultant for your client, using all your analysis knowledge to prepare a report and board note for delivery on the 30th May 2025 by 2pm.

You must report the results of your analysis in the form of an annotated deck of PowerPoint slides and a board note. This is a common industry format. Researchers often distribute a slide deck between offices of a firm for others to present. Your slide deck ideally should fulfil criteria of being able to be presented by anyone, even if they were not involved in conducting the research. To this end, it should focus on the analysis methods used, presentation of results and a discussion of strategic directions informed by the results. 

MKTG3504 Client Specifications 

The client you work for will be expecting the research project report to: 

• Begin with an overview of the company context and the managerial question. 
• Summarise the method, measurement approach, sample design and sample size used for the study. Provide a chronological summary of the analysis process in the order it will be presented in. Do not introduce overly technical information at this stage. 
• Summarise descriptive statistics about the sample used and comment on its representativeness in terms of how to generalise the results to the client's consumer population of interest.

For the individual track you can chose to complete one of the following objectives: 

• Discuss the quality of measurement used focusing on the results of reliability and factor analysis. 
• Determine which variables are important predictors of your DV using an appropriate explanatory/predictive model (e.g. simple or multiple regression). 

OR 

• Discuss the quality of measurement used focusing on the results of reliability and factor analysis. 
• Discuss market segmentation based on the results of cluster analysis and segment profiling using crosstabs, t-tests and variance analysis (ANOVA).