Assessment 2: Market Research Plan/Proposal
Overview
The aim of this assessment is to design a market research study for a research problem. You are able to use a market research problem posed by the Unit Coordinator; alternatively, if you have a specific problem that you would prefer to work on, please contact the Unit Coordinator to talk this through. It is intended that this unit be as practical and useful as possible, so if you do have a market research problem that is more relevant for you, please explore if it is suitable for the unit. We can then determine how you might approach this piece of assessment.
Possible research problems that can be used include the following cases from the Hair et al (2014) textbook, or a case regarding Tourism Tasmania:
• Case study 1.1 – The Arts & Craft Grill (p. 29)
• Case study 1.2 – Macpac: Simplicity beyond complexity (p. 30)
• Case study 3.1 – Costco Australia: Settling down (under) (pp. 75-76)
• Tourism Tasmania’s International Market Approach: https://www.tourismtasmania.com.au/about/publications/international-approach
There are many ways to write a market research plan. As stated in the unit outline, you are to develop research objectives, and research questions of your choice, as a platform for a study. You should identify, design and discuss the following aspects of the study:
1. The research objectives/outcomes and provide a brief background that explains their merits (e.g., theoretical contribution and/or practical value)
2. The research questions to be tested and provide a rationale for each
3. The method(s) of data collection and the sample and provide a rationale for each
4. The ethical issues that may be encountered
Structure of the plan/proposal
There is an outline for a research proposal that is provided in the Hair et al (2014) textbook. This is Exhibit 1.5 (p. 18) with a worked example in Case Study 2.2 (pp. 48-51). This can be used as a template for your work, ensuring that you have incorporated the points listed above regarding what a plan should cover.
A suggested structure (based on the textbook) is as follows:
1. Purpose of the proposed research project:
a. What is the background to the company (as relevant)/product/service/etc?
b. What is the decision problem faced?
c. What are the research objectives/outcomes/contributions?
d. What are the research questions to be tested and their rationale?
e. Is there a proposed timeframe?
2. Type of study
a. What is the research design?
b. What are the data requirements and why?
3. Target population and sample size
a. Define the target population
b. What is the proposed sample size and why?

4. Sampling technique and method(s) of data collection
a. What is the sampling frame and sampling technique and justification?
b. What is/are the data collection method(s) and their justification?
c. What are the specific research instruments?
d. Evidence of a consideration of possible costs
5. Benefits of the proposed research
a. What is the expected value of the research information for the client?
b. Are there any theoretical benefits?
c. How might the results be presented?
d. What are the limitations of the proposed research?
6. Ethical issues
a. Are there any anticipated ethical issues and how might these be resolved?
7. References
8. Appendices