Understanding the role of market research and the many methods for conducting market research will be valuable for your work in this class and others in your program. Learning from Subject Matter

 unit four
  Understanding the role of market research and the many methods for conducting market research will  be valuable for your work in this class and others in your program. Learning from Subject Matter
  Experts (SME) in market research is the focus of this week’s Assignment and Discussion.
 For this Assignment you will be:
 • reviewing the information in this week’s readings and sources you identify in your own (reading material infor is at the bottom)
 research.
 • Identifying areas about market research that are particularly interesting to you or that you would like to know more about.
 • Creating a set of 3-6 questions using the information you have gained in your readings and  research that will help you gain a greater understanding of these areas.
 • Identifying a market research professional or a company where a representative can talk to you in more detail about the market research process. For some ideas on how you can  identify a market research professional or company view the short video:
 Talk with your current employer and see if there is a department in your company that  performs this function.
 • Talk with family and friends
 • Use the social media and networking sites, i.e., Facebook and LinkedIn, etc.
 • Look for companies that conduct market research and contact them
 •Conducting an interview with a market research professional or a company representative.
 • Using the results of this research to determine how it can be applied to the Marketplace  Simulation.
 You will post the results of your work in a 3-4 page APA formatted paper, not including cover and reference page,
 Grading Rubric
 Criteria Maximum Points
 1. Provide an overview of Market Research using this  week’s readings and at least two other  academically credible sources you identify in your  own research
 2. Identify at least two areas of market research  and/or data gathering/analysis techniques that you  want to learn more about. Describe why these are  of interest to you
 3. Create a set of questions to use in an interview  using the results of your research and readings 15
 4. Identify a market research professional or a company where a representative can talk to you in  more detail about the market research process 10
 5. Complete the interview and write up the results
 6. Conclude by explaining how you can apply this  information to increase your success in the  Marketplace Simulation 10
 7. Writing style, grammar, APA format, and citation  style compliance
 Reading material
 Bont, C., & Hamersveld, M. (2007). Market research handbook. Chichester, West Sussex, England: John Wiley & Sons. Chapter 4: The Market Research Process. Page 99-128. Available from 
 Cadle, J., Paul, D., & Turner, P. (2010). Business analysis techniques: 72 essential tools for success. Swindon, England: British Informatics Society Limited (BISL).Technique 13 and 20. Available from ?^B&bookid=41308&chunkid=377456929&rowid=106&refid=VQWK7
 Duboff, R. S. (2011). The market research magic is gone. Marketing Management, 20(4), 45-46. Boyer, K., Fohlich, M. T., & Hult, G. M. (2005). Extending the supply chain. American Management Association International. CHAPTER 7: Marketing–Tapping Customers’ Latent Desires. (pp. 155-169). International.

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