Marketing BP market research:
Project description:
To help you with this assignment here are some possible headings and some notes on what should/should not be included. Remember this is a proposal so there is no need to do any research into fracking nor is there any need to review the company. This is a suggested content you are free to use another appropriate layout. You can use BP or Shell as your company if this makes it easier.
1) Title page
2) Research objectives
What information do you require to evaluate “brand image”. You will probably want to define brand image and its constituents
3) Research design
This is a statement of how the data will be collected, who will be sampled and the sample size. You will need to theoretically justify your choices.
4) Areas of questioning:
This is a list of your survey topics. If you have a draft questionnaire, this should be in the appendices.
5) Personnel involved:
This will be a list of job titles. You should indicate if your company is subcontracting any part of the study.
6) Services
Who will manage the project, design the questionnaire, analyse the data etc, etc. You might like to look at p60 in the textbook for help.
7) Costs
To calculate your costs you may assume that
Focus groups cost £5000 including analysis
Telephone and mall intercept interviews cost £20 including analysis
Internet interviews cost £10 including analysis
You will need to add 30% to your costs to cover administration ,report writing and presentation of results.
8) Timing