The research plan would be an extension for a women line with the company Dr. Squatch soap.
Option #1: Creating a Strong Research Plan
At the heart of good marketing research is a strong research plan. For your Portfolio Project, you will write a research plan building on the topic and description you submitted in Week 2, the management-decision problem submitted in Week 3, and the outline submitted in Week 6.
NOTE: For this assignment, you are only creating the plan for the research that you would potentially conduct. You are not being asked to administer the survey, to collect the data, or to apply the statistical tests.
Instructions: Your project must incorporate the following elements:
Company and Organizational Background: Identify a company and provide a brief description of the goods and services it provides, its size, and the locations where it does business. The CSU-Global Library is a good place to find this information under the “Company-Business Profiles” link. (NOTE: The name of the company is submitted during Week 2. This is worth 20 points toward the final Portfolio Project grade.)
Management-Decision Problem or Business Issue: Identify a business issue for this company that requires a managerial decision. You can be inventive here.
Fully describe the business issuewhat is the issue; who or what does it affect, and how, where, and when does it affect them/it? Some examples of a suitable business issue to write on include: whether the company should invest research money in new product development; whether the company should expand to a new geographic area; or whether the company should benchmark its performance against its competitors. Don’t be limited by this list. You can use any other business issue that requires marketing research. (NOTE: The management-decision problem or business issue is submitted during Week 3. This is worth 20 points toward the final Portfolio Project grade.)
Research Objectives and Question
Based on the problem or issue identified above, identify the research question that needs to be answered.
Explain why this is the appropriate question.
Hypotheses: Clearly state the hypotheses to be tested.
Research Approach
Describe the research approach that should be taken to best test your hypothesis and answer your research question.
Be sure to describe how you would gather your data for this research project (e.g., a survey, focus group, intercept interviews, or other methods).
Discuss how and where the research would take place, the sample size, and who would conduct the research.
Identify any potential ethical issues associated with the research.
Survey and Interview Guide
Design a survey with a minimum of 10 questions.
Explain the reason for including each question. Describe the type of scale you are using. Describe the benefits of the data you expect that each question will produce.
Design a face-to-face interview guide with three questions that would be used in a qualitative approach.
Statistical Tests
Identify the types of statistical tests you would use on the collected data.
Explain why you would use these tests.
Challenges
Identify any potential shortcomings in your research approach and any ethical concerns.
Describe how you would handle each of the above.
Paper Requirements
Your Portfolio Project should be 10-12 pages long, not including the required title and reference pages, and formatted according to the CSU Global Writing Center
(Links to an external site.)
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(Links to an external site.)
Include a minimum of five scholarly sources (the CSU Global Library is a good place to find these sources).
Employ in-text citations and references that adhere to APA formatting.
MKG470 Mod 8 PP
Criteria Ratings Pts
This criterion is linked to a Learning Outcome
Content, Research, and Analysis: Requirements
30 to >24.0 pts
Meets Expectation
The Portfolio includes all of the required components, as specified in the assignment.
24 to >18.0 pts
Approaches Expectation
The Portfolio includes most of the required components, as specified in the assignment.
18 to >12.0 pts
Below Expectation
The Portfolio includes some of the required components, as specified in the assignment.
12 to >0 pts
Limited Evidence
The Portfolio includes few of the required components, as specified in the assignment.
30 pts
This criterion is linked to a Learning Outcome
Content, Research, and Analysis: Content
35 to >28.0 pts
Meets Expectation
Demonstrates strong or adequate knowledge of market research; correctly represents knowledge from the readings and sources.
28 to >21.0 pts
Approaches Expectation
Some significant but not major errors or omissions in demonstration of knowledge.
21 to >14.0 pts
Below Expectation
Major errors or omissions in demonstration of knowledge.
14 to >0 pts
Limited Evidence
Fails to demonstrate knowledge of the materials.
35 pts
This criterion is linked to a Learning Outcome
Content, Research, and Analysis: Analysis
45 to >36.0 pts
Meets Expectation
Provides strong or adequate thought, insight and analysis of concepts and applications regarding market research.
36 to >27.0 pts
Approaches Expectation
Some significant but not major errors or omissions in thought, insight and analysis.
27 to >18.0 pts
Below Expectation
Major errors or omissions in thought, insight and analysis.
18 to >0 pts
Limited Evidence
Fails to demonstrate thought, insight and analysis.
45 pts
This criterion is linked to a Learning Outcome
Content, Research, and Analysis: Critical Analysis
45 to >36.0 pts
Meets Expectation
Demonstrates strong or adequate critical analysis required for creating a market research project.
36 to >27.0 pts
Approaches Expectation
Some significant but not major errors or omissions in critical analysis.
27 to >18.0 pts
Below Expectation
Major errors or omissions in critical analysis.
18 to >0 pts
Limited Evidence
Fails to demonstrate critical analysis.
45 pts
This criterion is linked to a Learning Outcome
Content, Research, and Analysis: Synthesis and Evaluation
45 to >36.0 pts
Meets Expectation
Demonstrates strong or adequate synthesis and evaluation of course concepts in performing specified market research.
36 to >27.0 pts
Approaches Expectation
Some significant but not major errors or omissions in synthesis and evaluation.
27 to >18.0 pts
Below Expectation
Major errors or omissions in synthesis and evaluation.
18 to >0 pts
Limited Evidence
Fails to demonstrate synthesis and evaluation.
45 pts
This criterion is linked to a Learning Outcome
Content, Research, and Analysis: Sources
15 to >12.0 pts
Meets Expectation
Cites and integrates at least 5 credible sources.
12 to >9.0 pts
Approaches Expectation
Cites and integrates 3-4 credible sources.
9 to >6.0 pts
Below Expectation
Cites and integrates 2-1 credible source.
6 to >0 pts
Limited Evidence
Cites and integrates no credible sources.
15 pts
This criterion is linked to a Learning Outcome
Application of Source Material
15 to >12.0 pts
Meets Expectation
Sources well or adequately chosen to provide substance and perspectives on the issue; knowledge from the course linked properly to source material.
12 to >9.0 pts
Approaches Expectation
Some significant but not major problems with selection and linkage of sources.
9 to >6.0 pts
Below Expectation
Major problems with selection and linkage of sources.
6 to >0 pts
Limited Evidence
Source selection is seriously flawed; no linkage to knowledge from the course.
15 pts
This criterion is linked to a Learning Outcome
Mechanics and Writing: Organization
20 to >16.0 pts
Meets Expectation
Project is clearly organized, well written, and in proper essay format including an introduction, body, and conclusion. Conforms to project requirements.
16 to >12.0 pts
Approaches Expectation
Small number of significant but not major flaws in organization and writing; is in proper essay format. In a minor way does not conform to project requirements.
12 to >8.0 pts
Below Expectation
Major problems in organization and writing; does not completely follow proper essay format. In a significant way does not conform to project requirements.
8 to >0 pts
Limited Evidence
Project is not well organized or well written and is not in proper essay format. Does not conform to project requirements.
20 pts
This criterion is linked to a Learning Outcome
Mechanics and Writing: Grammar and Style
20 to >16.0 pts
Meets Expectation
Strong sentence and paragraph structure; few or no minor errors in grammar and spelling; appropriate writing style; clear and concise with no unsupported comments.
16 to >12.0 pts
Approaches Expectation
Small number of significant but not major errors in grammar and spelling; generally appropriate writing.
12 to >8.0 pts
Below Expectation
Inconsistent to inadequate sentence and paragraph development; work needed on grammar and spelling; does not meet program expectations.
8 to >0 pts
Limited Evidence
Poor quality; unacceptable in terms of grammar and/or spelling; inappropriate writing style that interferes with clarity.
20 pts
This criterion is linked to a Learning Outcome
Mechanics and Writing: Demonstrates proper use of APA style
20 to >16.0 pts
Meets Expectation
Project contains proper APA formatting, according to the CSU Global Writing Center, with no more than one significant error.
16 to >12.0 pts
Approaches Expectation
Few errors in APA formatting, according to the CSU Global Writing Center, with no more than two to three significant errors.
12 to >8.0 pts
Below Expectation
Significant errors in APA formatting, according to the CSU Global Writing Center, with four to five significant errors.
8 to >0 pts
Limited Evidence
Numerous errors in APA formatting, according to the CSU Global Writing Center, with more than five significant errors.
20 pts
Total Points: 290
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Submission
Submitted!
Apr 25 at 7:20pm
Submission Details
Download Untitled document (18).docx
Grade: 0 (290 pts possible)
Graded Anonymously: no
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Comments:
choice #1
Robert Mackson, Apr 25 at 7:20pm
Hi, Robert! You need to submit this under the milestone assignment in Module 2. I’ll grade it there, and then change this grade when you submit your final paper.
Lisa Witzig, Apr 27 at 9:07pm

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