Whether you are interested in a career in marketing or merely curious about how marketing works, this module provides an opportunity to explore marketing practice in action. The module is built around marketing communications as a fundamental marketing practice and is informed by insights from prac...
PART ONE: Report (750 words/25 marks)
As an analyst in an established marketing research agency, you must prepare a marketing research
proposal based on a research brief. To enable you to develop your proposal you are first required to
produce a short report that summarises the key consumer and marketing trends and clarifies the
research problem.
There are four potential briefs in the TMA 02 research briefs document. You must select one of
these briefs as the basis for your report and research proposal.
Your report will aim to construct the research objectives and research questions that your marketing
research proposal will address in Part 2 of this assignment. It should conclude with a statement of
the research objectives and research questions which will be addressed through the marketing
research proposal.
For Part 1 of the report, you need to undertake a piece of exploratory research, drawing only on
secondary data, to identify and summarise the current and future consumer and marketing trends
raised within your chosen brief. This should help you to clearly conceptualise the marketing problem
that your marketing research proposal will need to address. You are encouraged to refer back
to Session 10 where the issues discussed in the briefs were explored in detail.
Your research should be based on secondary data only. The insights gleaned from this exercise
should enable you to produce a set of marketing research objectives and marketing research
questions that will guide the development of your marketing research proposal.
Think about your audience and what they will be interested in and adopt a form of communication
appropriate to them.
PART TWO: Report (1500 words/75 marks)
Design a marketing research proposal that addresses the research objectives and questions you
have developed in Part 1. The client will be expecting to see a clear description of the proposed
research and a justification for the approach advocated. Your proposal should continue to follow
the structure outlined in the marketing research proposal pro forma.
Your line manager has said that the following considerations should be kept in mind when producing
your report for the client:
- The work should exemplify the qualities held dear by the agency. These are the principles of
integrity in the presentation of data, robustness and creativity in methodological design, and
that all research meets the Market Research Society’s Code of Conduct.
- Under no circumstances should any primary research (field work) be undertaken to support
the report or the methods being proposed.
For Part 2 of the TMA, you should build on the research objectives and questions from Part 1 to
design a marketing research proposal that could be used to address the problem identified in the
brief.
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