MARKETING RESEARCH PROJECT

MARKETING RESEARCH PROJECT

Program: Master of Marketing Studies and Action

Cohort: MKT8

Supervisors:

Associate Professor Fabrice Clerfeuille, University of Nantes, Program Director ;
Associate Professor, Doctor Pham Thi Lien, Vietnam National University, International School

1 – Research objectives and Implementation

– Objectives

The project consists of a complete research, composed imperatively of two phases or stages, qualitative and quantitative. Data must be collected in Vietnamese context/market, and primary data is required. The research project helps students have a deeper understanding and skills for conducting a full marketing research in an independent way following scientific and appropriate procedures.

1.2 – Requirements

The project is a group work, not an individual work. Each group consists of 4 students;
The research must be elaborated with the idea of providing marketing research services to an organization (company or institution) in response to its demands. The research questions must be linked to real marketing problems of the organization, and the results of the research must provide useful information to the organization to solve its marketing problems;
The project must be composed of two phases or stages, qualitative and quantitative. It is recommended to start with the qualitative study, then the quantitative one to confirm the results coming from the former. It is required to collect and use primary data for the research.
Appendices must contain the following documents :
- An interview guide (questions used for interviews at the qualitative study)
- Detailed results of the qualitative study (interviewees’ response recorded by electronic instruments must be transcribed into text)
- Questionnaire used for the quantitative study and evidence of statistical analysis with the use of a software such as SPSS or Sphinx).
Duration for the implementation of the project is from June 20, 2020 to Sept 5^th 2020. The work must be completed and the defense must be finished before Sept 5^th 2020.
Each group works under the supervision of two lecturers (Associate professor Fabrice Clerfeuille and Assoc.Prof.Dr. Pham Thi Lien).

1.3 – Detailed calendar

No	*Tasks description*	*Detailed tasks*	*Deadline*	*Notes*
1.	Choose : – Project name – Organization name, – Name and contact of the professional supervisor (expert from organization)	A document in English must be prepared and sent by email to the program admin and the Vietnamese academic supervisor: – Detailed description of the project and of the chosen company – Describe in detail the marketing problem(s) of the organization, and the research objectives. Length: 2 – 3 pages.	03/03/2020	Sent by email to coordinator and Vietnamese coach
2.	Presentation of the research plan (for a complete research project) – Real marketing problem(s) – Research problem(s) – General objective of the research – Detailed objectives of the research – Steps in the qualitative and quantitative study, – Data analysis methods anticipated – Expected results – Research plan anticipated – Reference	1. A document in English must be prepared and sent by email to the program admin and the Vietnamese academic supervisor at least 5 days before the deadline – date of the presentation in class. Length : Minimum 5 pages 2.The PowerPoint format of this document must be ready for the presentation in class in front of the Vietnamese supervisors (maximum 20 minutes)	20/06/2020	Coaching by Assoc. Prof. Dr. Pham Thi Lien
3.	Detailed description of the qualitative study – Objectives of the study – Sampling – Implementation – Interview guide	1. A document in English must be prepared and sent by email to the program admin and the Vietnamese academic supervisor at least 5 days before the deadline – date of the presentation in class. Length: Minimum 5 pages 2.The PowerPoint format of this document must be ready for the presentation in class in front of the Vietnamese supervisors (maximum 20 minutes)	5/7/2020	Coaching by Assoc.Prof.Dr. Pham Thi Lien
4.	Presentation of the results of the qualitative study and the quantitative study – Results of the qualitative study – Questionnaire – Sampling – (Primary) data gathering – Data analysis methods	1. A document in English must be prepared and sent by email to the program admin and the Vietnamese academic supervisor at least 5 days before the deadline – date of the presentation in class. Length: Minimum 5 pages 2.The PowerPoint format of this document must be ready for the presentation in class in front of the Vietnamese supervisors (maximum 20 minutes)	12/07/2020	Coaching by Assoc.Prof.Dr. Pham Thi Lien
5.	Presentation of the results of the quantitative study – Data analysis using appropriate software – Interpretation of the results	1. A document in English must be prepared and sent by email to the program admin and Vietnamese academic supervisor at least 5 days before the deadline – date of the presentation in class. Length: Minimum 5 pages	25/07/2020	Coaching by Assoc.Prof.Dr. Pham Thi Lien
6.	Submission of the research report	The final research report is in English and composed of 40 pages without appendices (the content of the report contains different studies mentioned above). Three examples of the report in paper format must be submitted to School (via the program admin). The electronic format of the report must be sent by email to School (via the program admin to send to two tutors, Vietnamese and French)	16/8/2020 29/08/2020	Final report (in both paper and electronic format) being submitted to program admin
7	Research project defense	The defense (by oral presentation) of the project will be undertaken in English using PowerPoint support in front of the Judgment Committee composed of the two supervisors. The maximum time allowed for the presentation is 20 minutes. The presence of a professional supervisor (from organization) at the defense is recommended.	05/09/2020	Oral defense in front of the Judgment Committee

2 – Structure of the research report

Introduction: includes reasons, necessity and importance of the research for business activities of the chosen organization, research problems (minimum 5 pages)
A chapter referring to the presentation of the social and economic context/situation of the market research (minimum 10 pages)
Research description: variables, variables measurement, etc. (minimum 5 pages)
Methodology (minimum 3 pages)
Main results obtained, comments on results, suggestions of managerial applications coming from the results (minimum 15 pages)
Conclusion (minimum 2 pages)
References
Appendices: includes interview guide, group discussion guide, and questionnaire, transcripts of the interviewees’ response, evidence of statistical analysis, other important data or documents used.

3 – Evaluation criteria and grading rules