ULMS576 Research Methods in Practice Assignment 1 Brief – Individual Research Proposal | ULMS

ULMS576 Assessment Task

You are working for a full-service marketing agency, and you have been asked to propose research methods that would work best for one of three innovative product ideas (detailed below). The agency wants to explore consumers’ potential use of, and attitude towards the product/service innovation in order to identify consumer insights for an advertising campaign.

You are required to produce a market research proposal that considers the challenges and opportunities consumers may face when using the innovative product of your choice. In order to complete this task successfully, you will need to engage in market research and propose suitable research methods to collect and analyse data that can then generate key findings. Please assume that the marketing agency you work for have extensive knowledge of market research theory and are therefore looking for the application of such rather than a description of theory. In your proposal, please make sure to address the following points:

1. Give a brief description of your chosen product innovation
2. Identify which consumer trend(s) it is tapping into
3. Identify one or more target segments that the innovative product is relevant to (this can be broad such as a specific age/gender demographic)
4. Use secondary data from different sources and databases (e.g., MINTEL/Statista/Euromonitor/IBISWorld, newspapers, business magazines and articles, journal papers) and identify two primary research methods (one qualitative and one quantitative) covered in the module that you would use in order to gain insights into the consumer segments’ potential use of, and attitudes towards, the product innovation of your choice
5. Describe how you would use your chosen methods and justify why you chose them (i.e., the relevance of the methods to your chosen product innovation)

Please choose ONLY ONE of the following product innovations and develop your market research proposal around it:

1. “Echo-Cart”: A shoppable audio app that lets listeners add items by voice during podcasts, radio, or music. A short chime signals availability of the product, a simple “yes” adds the item, and checkout completes hands-free with a brief undo window. Users can switch between content-only and shopping-enabled modes and set spending caps, product categories, or brand exclusions to avoid accidental purchases. The app works across major brands and records digital shopping receipts, allows one-tap returns, and provides a private history view with search. User preferences include prompt frequency, quiet times, and data sharing options.
2. “Flow-Stay”: A hotel app for digital check-in and room selection that unlocks the door via Bluetooth. On entry the room loads a chosen scene such as Focus, Wind-down, or Family, adjusting lighting, temperature, blinds, sound, and scent with full in-app control. Identity is verified in-app before arrival. The digital key updates automatically if the booking changes, and a physical keycard remains available for low-battery or accessibility needs. Guests can request extras such as late checkouts, spa slots, baby cots, or workspace, and receive timely notifications when rooms are ready or services become available. Preferences are saved to the guest profile, so future visits feel familiar. The system shifts to energy-save when the room is empty.
3. “Fresh-Mat”: A thin, washable mat that sits under fruit or vegetables and senses humidity to estimate ripeness or spoilage risk, where a subtle LED shows green, amber, or red, and the app builds an eat-first list with quick recipe suggestions. Seasonal profiles help the mat interpret different produce types. Users can override estimates or mark items as cooked or frozen, so the system learns over time. Members of the same household share access through the app. Each member can log what they bought, set dietary preferences, and see a weekly waste score with simple summaries. The mat is wipe-clean, machine-washable, and powered by a small rechargeable unit. The app continues to track items even if the mat is charging, using recent readings and manual updates.

Your market research proposal should be structured as follows:

• Title page
• Executive Summary (200 words): A concise summary of what the proposal is about, the research methods used, and any recommendations and interesting insights identified.
• Table of Contents
• Introduction (400 words): Outlining key background information in relation to the product innovation of your choice, the consumer trend(s), and the target segment(s).
• Market Research (1,600 words):

a)Secondary Research (600 words):

A brief outline of the secondary data used and key secondary research findings. You are encouraged to use figures/graphs obtained from relevant databases and other credible sources, which you should also cite in the proposal.

YOU MUST USE SECONDARY DATA IN THE PROPOSAL.

b)Primary Research (1,000 words):

A detailed outline (and comparison) of two primary research methods (one qualitative and one quantitative) that you propose to use to investigate the product innovation, identifying which approach will be used, how, and why. Sampling should be considered within this section. You should discuss how participants will be selected and how many for the different research methods used (consider the use of tables to outline sample profiles such as age, gender, occupation, income, etc… where relevant). Ethical procedures and considerations should also be included here.

• Data Analysis and Limitations (200 words): Proposed methods of analysing secondary and primary data and any limitations in terms of sampling, research methods used, etc…
• Conclusions and Recommendations (400 words): Interesting insights identified based on your secondary research findings and what you would hope the primary research would achieve.
• References: You should have references for any secondary data you have included and information you have used to justify research methods, limitations, sampling, etc… (e.g., use of core textbooks and relevant journal articles). Please use Harvard “Cite Them Right” referencing style. For more information, please visit this link.
• Appendices (if needed): These may include research instruments, interview guides, and questionnaires to be distributed to your sample.

Submission

You must submit your work in a single document. You are strongly advised to submit earlier, if possible, to avoid any last-minute problems or complications. Work may be submitted at any time before the deadline.

• Upload to Canvas as a single PDF.
• File name: StudentID_only.pdf (e.g., 201234567.pdf).
• Anonymity: Blind marked. Please do not include your name anywhere in the document. Use Student ID only.
• Title page must show the title of your proposal, Student ID, and word count only.
• Please ensure that all pages are numbered and illustrations (e.g., tables, figures, graphs etc…) clearly labelled.
• Maximum wordcount: 2,800 words
• Submission Deadline: Friday 14 November 2025, at 12:00 PM
• This assessment carries a weighting of 50% of the overall module mark. 

Here are some additional tips for submitting assignments in Canvas:

• Make sure you have completed all of the requirements for the assignment
• Read the instructions carefully before you start working on the assignment
• Save your work frequently as you are working on the assignment
• Double-check your work before you submit it

The following are NOT included in word counts:

• Reference Lists/Bibliographies and Question Titles
• Appendices/Footnotes - provided these have been used only when necessary. If appendices or footnotes are used excessively or contain material which should clearly be included in the main body of the essay/report, it is at the markers’ discretion to include these in the word count.
• Tables and Graphs - provided these have been imported from elsewhere (correctly referenced) and not produced by you.
• Cover Page/Front Page/Table of Contents

As well as the proposal itself, the following are included in word counts:

• Citations/Quotations - this includes the material paraphrased/quoted itself as well as the name, date, and page information
• Tables and Graphs - if they have been produced by you
• Executive Summaries - unless otherwise stated

NOTE on the Use of GenAI

GenAI may be used to support this assignment. You remain fully responsible for originality, accuracy, ethics, and all academic judgements. Breaches of this guidance may constitute academic misconduct

Permitted Uses ✔️

• Language polishing, formatting, Harvard style checks, basic text clean-up
• Drafting illustrative research instruments, interview guides, questionnaires
• Producing prototypes or illustrative images and diagrams to communicate design concepts
• Creating simple tables or charts from secondary data you have collected and cited

Not Permitted

• Fabricated or padded references, unverifiable claims, fabricated data or results.
• Automated paraphrasing to mask sources, ghost-writing of substantial sections without human authorship and verification.
• Undisclosed GenAI use.
• Uploading personal or confidential data.

ULMS576 Disclosure Requirement

Include a GenAI use log in the appendix. This will not be included in your wordcount. For each use, record the tool used, purpose and justification, prompt or steps, what was incorporated in the proposal, how accuracy was verified, sources used for verification, and any licence or attribution notes.

Criteria for Assessment and Grade Bands for Assignments

Sections on the Assignment Feedback Form on Canvas

• Structure, style, and presentation
• Depth of understanding and critical analysis
• Quality of research and use of sources
• Areas for improvement