You are expected to undertake an individual research project (assignment) to assist a local (UK Leicester) retailer (e.g. clothing)Sample Page in their decision making to expand in the booming location based marketing (LBM)/ location based services (LBS) area. Your research work should provide a thorough analysis of relevant secondary market data, propose an appropriate research design and undertake a small scale non-participant online observation of a location based community. The research should be focused on one or two relevant marketing topics such as customer perceptions/expectations of LBM/LBS, buyer behaviour, customer choice criteria etc. You should also choose a sector in which Streetwise ideally operates as this has not been provided.
Assignment word count: 3,000 words excluding appendices and references. The word count for the research report is maximum 3,000 words excluding references and appendices. You are advised to adhere to the recommended word limits for each section (Sections 1.3, 1.4, 1.5 & 1.6) as the report should be meeting the requirements of the client Streetwise. Please note that anyone ignoring the word limit (total and section word count) may be penalized.
The analysis needs to be coherent, with clear, logical explanation and reasoned commentary. The analysis of the findings of the secondary data needs to be well-developed and thorough, and not just descriptive, superficial or rewriting industry reports.
The format of the reports will also be commented upon further in class. However, each report should include:
Title Page;
List of Contents;
Short Executive Summary/introduction (No more than 100 words, not included in the word count);
Secondary data analysis
Review of academic sources
Research objectives
Research design
Primary Research Findings and Implications
Questionnaire design
Summary/concluding remarks (no more than 200 words);
References and Appendices.