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Market Research

BUAD 321
Closed
Principia College
Principia College
Elsah, Illinois, United States
LD
Lucia De Paz
Assistant Professor
1
Timeline
  • September 6, 2017
    Experience start
  • September 21, 2017
    Project Scope Meeting
  • December 5, 2017
    Experience end
General
  • Undergraduate; 3rd year, 4th year
  • 5 learners; teams of 5
  • 20 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 1 projects wanted
  • Anywhere
  • Academic experience
  • Enterprises, Mass-consumer goods
  • Mass consumer goods
Categories
Market research
Skills
marketing research consumer insights consumer behavior consumer research
Project timeline
  • September 6, 2017
    Experience start
  • September 21, 2017
    Project Scope Meeting
  • December 5, 2017
    Experience end
Overview
Learner goals and capabilities

Students will generate tangible consumer insights relevant to your organization's brand through primary and secondary market research data. Primary data will focus on online surveys (but not be limited to them).

Expected outcomes and deliverables

You can expect the following deliverables:

  • 15-20 minute oral presentation outlining findings and analysis
  • Final report detailing methods used to generate the data, insights, and recommended actions based on the analysis
Project Examples

Starting this September, a team of five students will dedicate 100+ hours throughout the entire semester to synthesize information and data-both existing (provided by you) and collected themselves-and draw conclusions.

Resulting customer insights could include:

  • Understanding what triggers consumer actions when switching to other brands or substitute categories.
  • Understanding why consumers care about your brand and how to increase brand loyalty.
  • Understanding what desires and motivations your customers have to increase retention, etc.
  • Understanding consumer perception of competing brands or substitute category brands.
Additional company criteria

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

Provide secondary data, where available, in order to generate a more in-depth analysis.

Provide a contact person for one meeting mid-semester to make sure both parties are aligned (optional).