Market Research, MSc. Strategic Marketing The purpose of this assignment is to apply your learnings by analysing a business case. You will read the case (which has two parts, A and B – they are included in the zip file I have sent you and I have also included the module topics description) and answer questions, see below: ‘All Nutrition’, case A: 1. What were the overall strengths and weaknesses of how the focus groups were conducted? What changes would you make to improve the focus group methodology? ‘All Nutrition’, case B: 2. Evaluate the design of the questionnaire. Does it ask the right questions in view of the market segmentation goal of the study and the focus group findings? Have any critical questions been omitted? Could some questions be removed or reduced to streamline the questionnaire? Are there confusing questions? Could you suggest any other ways to improve the questionnaire? Deliverable: Please submit your deliverable on the Hub in a single document (PDF or .docx). Further particulars: • Format: o The allowable word counts are minimum 800 to maximum 1000 words. o Page formatting: normal margins, 12-point font, single-spaced o Cover/title page, references, and appendices are not included in the word counts. • Sections: o Cover/ title page: include your CID and word count for the case analysis o Main body of the report organised with question headings (Q1, Q2) o Up to 3 pages of appendices (e.g., your proposed discussion guide, survey, etc.) Notes: – You need not devote equal space to the two questions. Up to you how to allocate space. – Be brief and straight to the point. Try to answer with the most important aspects; there is not enough space to cover everything. – Referencing external sources (e.g., scholarly works, media articles, etc.) is not strictly required. If you choose to cite sources, use an established style (e.g., MLA, APA, etc.) and add a references page. There is no need to reference lecture sessions or the case itself. Assessment criteria: This is an individual, unsupervised assignment. You should work independently and not consult with your classmates. Below, the assessment criteria for this assignment: • Understanding of the case. Demonstrate an understanding of the case, including the specific market research methods employed and the broader business context for this research. • Reasoning/ rigour. Provide methodical, well-reasoned responses to the questions. • Module coverage. Judiciously incorporate concepts, frameworks, and tools from the module. • Writing style. Prepare your report to be professional, well-edited, and engaging
