Riipen
Log in Sign up

Marketing Research

Mark 302
Closed
Concordia University
Concordia University
Montreal, Quebec, Canada
BF
Bonnie Feigenbaum
Lecturer
3
General
  • Undergraduate; 3rd year, 2nd year
  • 180 learners; teams of 5
  • 30 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 7/10 project matches
  • Montreal, Quebec, Canada
  • Academic experience
  • Social enterprise, Non profit, Small to medium enterprise, Family owned, Incubator
  • Any
Categories
General Market research Marketing strategy
Skills
competitive analysis business consulting marketing strategy data analysis research
Project timeline
  • October 23, 2020
    Experience start
  • October 7, 2020
    Project Scope Meeting
  • December 2, 2020
    Experience end
Overview
Details

The goal of the marketing research is to explore the role of research in marketing decision making, the development of research questions, choosing research designs to obtain the necessary information, and interpretation of research results are discussed. The emphasis is placed on the nature and scope of marketing research methods, the development and assessment of measures, the steps and principles involved in gathering and analyzing data, and interpretation of the research results to help in marketing decisions. The students are expected to conduct and evaluate different stages of a marketing research project.

My objective with this project is to give each student “hands-on experience” working on a marketing research problem from your company. I thank you in advance for your cooperation. The students will be learning how to managing the Research Process starting with a response to Request for Proposal (RFP) from your company.

Learner skills
Competitive analysis, Business consulting, Marketing strategy, Data analysis, Research
Deliverables
  • The goal of any market research problem is provides a solution.
  • So, at the end of the semester you will be provided with The Final Written Project Report and Presentation
  • Please contact me if you have any questions or concerns. Of course, I’d be happy to help fill out the RFP and field the students’ requests for more information.
Project Examples

During the 2020 fall semester, students will be able to work on various types of marketing related research projects to address challenges faced by your business or not for profit organization, including but not limited to :

  • Situational analysis of your Industry with identification of major trends/opportunities facing your industry, and any other relevant aspects related to your industry.
  • Analysis of your product(s) and the competition, involving analysis of your clients and your competition on several dimensions such as: product lines, pricing, market share, sales, strengths and weaknesses, image/reputation, social responsibility, competitive advantages and weaknesses, previous/current advertising campaigns, etc.
  • Research on appropriate traditional and non-traditional media used related to targeted demographics to increase reach and help ensure desired outcomes.
  • How your business or organization is perceived by external parties, and how to effectively address issues related to an unfavourable perception.

Examples of past projects carried out by our students:

  • Just for Laughs (JFL) is a comedy festival held each July in Montreal, Quebec, Canada. JFL wanted to re-evaluate their communication methods to ensure their targeted messages were reaching specific age group market segments. They wanted insight on which traditional and non-traditional media worked best to deliver brand, image and information to each of the identified age demographics (18-25 year olds, 26-40 year olds, and 41-55 year olds).
  • Le Gym is Concordia's fitness centre located in the Engineering & Visual Arts Building. It features technogym equipment and offers a friendly environment where our expert staff are always available to provide assistance and guidance. Le Gym wanted to know how to best communicate its benefits to the Concordia and Downtown markets. Their goal was to be able to put together a great communications plan to address their weaknesses and share new initiatives that will come out over the next few semesters.
  • Global News entered the Montreal market in 1997 in direct competition with the English language heritage station CTV (then CFCF 12). Global News Montreal continues to be challenged in the ratings by CTV. In January of 2013, Global News Montreal launched Global News Morning, a local morning news program airing from 6:00 – 9:00 am, Monday – Friday. It is the only Montreal English language morning television news program. The objective was to increase its viewers among Anglophones in the Montreal area with a focus on the West Island.

Non-exhaustive list of industry partners with whom our students have collaborated with during past semesters:

  • Comic Con
  • Faberge Chocolate
  • MODO Yoga
  • Concordia Stingers
  • Newssan Renovations
  • Transport Murry
Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.