MKT RESEARCH
Assessment Task 2: Individual Research Proposal
Word limit: 2500 words
The individual assignment is designed to allow you to work on your own. Please refer to the Research Brief. You are
then required to formulate an appropriate research question(s), design a methodology and prepare a research
instrument in the form of a questionnaire.
This stage consists of steps that will guide your project from conception through to implementation. A research
proposal ensures that all aspects of the study are consistent with each other. To address all the components of a
research design efficiently and effectively, you will have to study the relevant chapters of your prescribed text
thoroughly. There are some good examples and case studies in your text, which explain how to apply the theoretical
knowledge in practical situations. For any type of study, a title is to be given. A title is basically a broad initial statement on the problem.
The next step is to provide a background to the nature of the research problem. You must understand the
background of the problem by analysing the environmental context. In order to provide a better view on the
nature of the problem, you will have to collect and analyse information from secondary sources (eg. journal
articles), conduct discussions and interviews with management, industry experts and other knowledgeable
individuals. In some situations, you may have to conduct some form of qualitative research.
After defining the problem on its correct perspectives, you may formulate a series of research questions that
will be resolved through the study.
The proposal should convince the client that a study of this nature is justified to undertake. You should
indicate the value of the information that will be collected and should focus on the benefits. In drawing your
research proposal, you should schedule your timing for completion of each stage of the research process. You are expected to specifically outline the objectives that are intended to be accomplished through the study. The research objectives are your version of the marketing problem and they should be achievable and
measurable. While setting the objectives, you should take into consideration the limitations of time and
costs. Hypothesis is an unproven statement/proposition about a factor or phenomenon that you are proposing to
investigate. In its simplest form it is a declarative guess. Hypothesis forces a researcher to be clear about
what is expected to be found through the study. All hypotheses need to be empirically tested. The questionnaire design is one of the most critical stages in the survey research process. A good
questionnaire is the result of long, painstaking work. There is no scientific principle that will guarantee an
optimal or ideal questionnaire. Design of a good questionnaire is an art and the skill is acquired through
experience.
The objectives of your study will determine the information requirements and you will have to translate and transform
hypothesis into specific questions that the respondents can and will answer. A questionnaire must uplift, motivate,
and encourage the respondent to cooperate and to complete the interview and it should minimise response error. You will have to design a structured close-ended questionnaire with a minimum number of dichotomous
questions. For measurement of attitudes of the respondents to a particular phenomenon, use 5-point Likert
Scale. The guidelines of your text are to be followed meticulously while phrasing and sequencing each
individual questions. Pre-testing of your questionnaire is not necessary for this assignment. But, you can get
some constructive feedback by administering your draft questionnaire to different individuals. This may help
to reveal errors and they can be corrected easily. Research Proposal Suggested Format
The research proposal must follow the following format and should include the 2 components stated here: (a) Research proposal: A statement of the marketing problem: broad statement of the problem. A summary of the background to the marketing problem along with an outline of the research questions
that will indicate what issues need to be investigated. (Information to be collected through exploratory
research and from secondary sources and it should be linked with your proposed study.) References from literary resources to substantiate problem solution. Justifications for the study. (Why primary data collection is necessary and how it will benefit the
management decision-making process.) Research Plan (Schedule for completion of each stage of the research process & estimation of the costs
involved). The nature and scope of the research: specific components of the problem. (Purpose/objectives of the study
is to be clearly specified. The set objectives are to be accomplishable within the scope of this research). Formulation of relevant hypotheses, if any. The method of data collection (e.g. specify the survey methods to be used for data collection).
(b) Development of a questionnaire for the research:
This must be included as an appendix to the research proposal. The following elements are to be taken into
consideration while designing the questionnaire:
1
3
4
6 The general rules of the questionnaire design process and its composition.
2 Specific components of the problem, i.e. the objectives of the study, the research questions and
the hypotheses that have been formulated.
The structure, precise wording and layout of the questionnaire.
The time limits that may restrict the number and length of any interview.
5 The capabilities of your respondent to understand and answer your questions and provide the
responses you require.
The pre-coding requirements of the analysis package you will be using. RESEARCH BRIEF Responsible Tourism
Seven Women is a development organisation that has economically
and socially empowered over 5000 women out of poverty through
literacy, skills training and income generation over the past 10 years
(www.sevenwomen.org). One of the ways in which, seven women has
been able to develop into a sustainable organisation, is to have
supporting businesses which bring tourists to the centre.
Hands On Development is a Tour company that has been created by
the Founder of Seven Women. It leads immersion tours into the hearts
and lives of the Nepalese people and gives access to some very unique
experiences such as visiting a slum, a fair trade factory, and
organisations focussing on a number of different issues including
trafficking and Fred Hollows eye hospital. Hands On Development Tours
gives participants an opportunity to have life enriching travel
experiences that are off the tourist trail and transformative and
empowering
for
both
the
locals
and
participants
(handsondevelopment.com.au). Hands on development tours visit
seven women as part of their itinerary where people participate in
cooking classes led by the women, fair trade prayer flag making
classes, and basic Nepali for travellers’ classes. The visit to seven
women is an example of how Hands on Tours create connection and
opportunities of empowerment as the women build confidence in skills
such as training and teaching visitors, which prepare them for
employment in areas of hospitality and manufacturing.
The tours have been running for 5 years. Initially the Founder had
students in mind, but as the tours are open to everyone, a lot of
middle-aged women were applying.
The target market are now two groups including (1) Middle aged
women (45- 60) and (2) Students (18-30).
Hands on Development needs your help to understand the target
market (their needs and desires) to properly target the tours with
effective marketing materials, copy and a new website that capture
what these two main groups are looking for. A marketing strategy is
also needed. The tours are targeted towards females. Some of the
questions include:
1. How should these tours be marketed effectively to these target
groups? By understanding our target markets better, we are able to
know what they are looking for in their travel experiences. 2. How do we capture the essence of the tours and communicate
clearly what they are about in our marketing materials? Eg. What part
of the tours is appealing for the different age groups (making a
difference, hands on learning, embassy visits, world heritage sites and
tourist attractions, Chitwan national park –animals)?
3. Is there anything they fear that is holding them back? What
considerations do the different groups make when they look for travel
experiences, which determines their choice? Eg. Accommodation, food,
local transport, safety etc?
4. By analysing already existing marketing materials of the tour
company (including website, facebook, instagram, brochures etc) how
can we suggest improvements after understanding the different
marketing messages for the two different markets.
Currently there is confusion about what this tour actually is and what
type of tourism it falls under. It’s not adventure travel, and it’s not
Contiki style travel. At the moment the tours are promoted as study
tours/ cultural immersions- but they are a lot more as they cover a
wide variety of activities. Hands On Development would like to clarify
this and position itself in the market through this research project.
The data collected in this survey should be both quantitative and
qualitative to enhance the understanding of the data collected and all
questions focussed on finding out more about the target markets
hopes and desires/ barriers to purchase and how to market effectively.
For this reason, an analysis of the current tour marketing will be
needed.
