Modern Marketing Information & Analysis (Week 12)
CW2 Marlow FM Brief
The continued Brief for the CW1 on Marlow FM was revealed to us this afternoon and is due to be worth 30% of our overall grade for the module. The brief and specifically set tasks are outlined below.
The Brief & The Tasks
You are to take the agreed
plan from CW1 and carry out a designated part of the plan in terms of
qualitative or quantitative research, working in co-operation with other
groups. This will be as follows:
- Lecturers will brief each participating group on the agreed plan for researching your particular target audience, based upon CW1(either the charity or Marlow FM).
- Each group will be allocated a particular part of the target audience (e.g. Marlow Radio a specific age arrange to be researched, the charities a particular number of charities in the region). Each group will then carry out research amongst these groups. The results of all the groups will be put together at the end to create an overall report for the two areas. Each group will utilise these techniques
1. Marlow FM Primary Resarch - Qualitative
Two Focus Group
One Group of Non Listeners
One Group of Listeners
Depth Interview
Manager/Owner of Organisation
within Transmission Area
2. Marlow FM Primary Research
– Quantitative
100 respondent survey
following a balanced sample (using a combination of on-line and off-line
approaches) and which uses SNAP as the software for designing the questionnaire
and analysing the findings. The sample will be based upon a target audience
definition agreed with lecturers
You should then analyse
your findings, critical evaluate the research process you used and set out
conclusions on how you would conduct a
similar future project, via:
- 2,000 word report plus supporting documentation , such as questionnaires, discussion guides and field reports
- A 10 minute presentation using Prezi which critiques your approach to marketing research
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