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Phase II (70 Marks)
In this phase students are expected to conduct a quantitative research project based on the area that you have identified in phase I. The information collected should generate knowledge on the specific area of the marketing strategy used by the company and how the particular key element needs to be improved in order to enhance the marketing mix, justification for the selected elements, factors affecting towards the effectiveness of the selected element of the marketing mix and strategies to enhance it.
In conducting their research students should follow these steps:
1. Develop a structured questionnaire. 2. Collect a minimum of 100 usable questionnaires 3. Create an excel/spss spreadsheet. 4. Enter the data for each of the 100 questionnaires in the spreadsheet. 5. Analyse and interpret the data. 6. Write a report.
Students should clearly state their research objectives, develop a research instrument, collect data (at
least 100 questionnaires), analyse the data and present the results.
The final report (3000 words) should include:
The topic Description of the aforementioned steps, Interpretation of the research results,
Conclusions derived from the research done, Implications for marketing managers.
To conduct above mentioned Phase Students are requested to form into groups of five members based
on their preference. Each group should be a combination of both girls and boys. Any of the groups who
are not meeting the above criteria will not be eligible to submit the final research report for the
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