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FALL TERM 2024 • MARKET RESEARCH • FSH / MKT 3810 SECTION 25
Alison M. Wolfe, MBA, MS, PhD, Professor
TEAM TERM PROJECT
Overview
TEAM TERM PROJECT
Students have the option to meet virtually (ZOOM®) or in-person to complete this team term consulting project.
For this assignment, each student will be participating in a team project that deals with a real-world market research problem for a
“real” organization.
Each student will participate and complete a market research team-term project.
The market research “agency” team will submit one electronic version of the report to the instructor via CANVAS®.
Your team will complete a presentation of your work the last week of classes and submit the PowerPoint® to CANVAS®.
The purpose of this team-term project is to provide you with an experiential learning opportunity to:
Gain experience analyzing a market research problem firsthand vs. a published case format.
Examine the marketing problem in a real-world situation.
Apply the concepts, knowledge, and experiences you have acquired in this course.
Use your analytical, theoretical, conceptual knowledge, skills, and creativity to provide recommendations to your
organization/client.
THE ASSIGNMENT
Your consulting agency, specializing in market research, will evaluate an organization and provide recommendations for
improvement based on market research principles. As professional “market research” consultants, your agency, will analyze the
organization in terms of their environment and consumer interactions to see how they can make changes to better serve their
customer.
Your ‘market research’ agency must diagnose the key issues underlying the problem and develop a market research report
consisting of recommendations for addressing the problem. Ideally, as you learned in Principles of Marketing, you will be
expected to obtain secondary data (Literature Review), and complete primary research.
STEP 1
Using the “Team Information Form” attached, you and your team should complete and submit. A key question before you begin
the project is to develop a problem statement (in a question format) that your consulting agency hopes to answer (provide
recommendations) for your client. For example, “How can the “X” organization increase the effectiveness of “X” to improve the
business?
STEP 2
Start working on the marketing report using the framework provided to you:
1. Identify a business situation where there is an element of consumer influence.
2. Visit the business/organization and “experience” the consumer influence and evaluate “firsthand” the organization.
3. Collect and analyze the situation analysis and provide the “key facts” in your report.
4. Complete a detailed literature review as it relates to your problem (and future recommendations)
5. Immerse yourself in the environment to observe the organization and record your findings.
6. Provide recommendations on how the business could implement “ethical” interaction or the environment to enhance the
relationship with their customers and potentially increase sales.
7. Summarize your project with an executive summary.
8. Submit an oral and written report.
AMW ❖ FALL 2024 TERM I ❖ 09.03.2024 ❖ Page 62 of 86 ❖
