Modern Marketing Information & Analysis (Week 15)
CW2 Marlow FM
As we received the Brief for CW2 before Christmas, this allowed my agency group to begin initial research and report/presentation content. The first week back after Christmas, Vic held a final lecture based on Marlow FM for us to gain a better understanding of what topics need to be outlined within the assignment and final presentation. This information is presented below.
- Secondary Research to set out what universes your sample should represent
- Quant (100 Balanced Sample) – Who? What? Where? etc.
- Qual reflects key elements of your sample and discover “Why?”
- Deliver Insight – Answer The Brief – Don’t Just Show Some Results
The Report aims to cover all aspects but to major on the
results and the insight whereas the Presentation major on use of research techniques and
methodologies and issues arising from this
and how you would do this in the future. Both documents need to dovetail; one is an overview and the other is the detailed evidence to support the validity of findings and conclusions. The presentation should not be filled with words (it is used as a visual aid, not a script). Pie charts, graphs and tables from quantitative research are recommended to present the results but analysis (%'s) must be displayed also. Quotes from qualitative research can also be useful to illustrate key insights. A list of topics recommended to include within the final coursework report is shown below.
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