Developing a Research Proposal on Customer Education in XYZ Industry and Professional Marketing Rese

Aims

Aims

The aim of the assignment is to test your ability to apply the knowledge acquired in the lectures, tutorials, seminars and computer labs. The number and variety of very good research proposals is endless. A very good proposal reflects your understanding of research methods, your ability to apply your knowledge to a uniquely new research project of your own choosing and thereby come up with a coherent, reflective proposal. In a very good research proposal the research question, the approach, and the data collection and analysis are aligned.

There is no “one best way” to research a particular topic, there will be several approaches you might take. You have two options (You need only to select one of these two options): (1) Option A (Academic research proposal): You need to develop a research proposal on “customer
education”. Student can choose any industry/brand and analyse their customer education practices. Research topics can be (but not limited to) customer learning in online communities, customer education across multiple channels, antecedents or outcomes of customer education. Student should also refer to the core articles about “Customer Education” on SurreyLearn. Students are allowed to replicate, extend or modify original studies. A clear research question is needed to drive your research design plan. (2) Option B (Professional research proposal): This proposal will be submitted to Grab (i.e. Uber’s key competitor in Asia) where this company is considering to enter the British market. You will need to consider one of their products and then, submit a professional marketing research proposal to collect needed data to guide them in making relevant marketing decision. There will be a research/video brief about the business client that will be shared on SurreyLearn

Your assignment MUST be structured in the following sections, answering all the questions and sub points outlined.

1. Introduction 200 words

Briefly describe your research topic. What is your research question? (maximum two research questions). Provide a rationale (with literature) as to why it is important to investigate this question.

2. Literature review 400 words

Shortly summarise three to five most important journal articles on “customer education” that supports your research question that was outlined in the introduction. The following may guide you in writing this section

i. Define your main construct/ concept (i.e. customer education)? If there is more than one definition, please adapt one of them while providing a good justification.

ii. How does each of your articles help you to answer your research question? (I.e. does it provide background on a key element, does it bring evidence/perspective to the proposed relationship?)

iii. Please compare the three articles in terms of their methods (qualitative or quantitative, theoretical article…), academic quality (based on criteria you will learn in the module) and most important “relate these three/five articles in a narrative”.

You can identify any similarities or differences across these three/five key articles. Are there any disagreements among them that can guide us to a specific research gap. Be as specific as you can. 

3. Method 400 words

Describe your research approach: is it a quantitative OR a qualitative study, OR mix of both? and explain its appropriateness to answer your research question. For simplicity, consider the following bullet points.

3a. For quantitative research design:

• Is it a survey- or experimental- based study? Any reason for your preference?
• What are your research variables (i.e. focus on three to four variables)? How will you measure these variables (Tip: just state the source/reference of your adapted measures)? Be as specific as you can! (tip: it would be very good if you can provide a conceptual framework).
• What is your data analysis technique(s)? why? (Tip: are testing relationships or comparing groups or variables)