Marketing Research

Written Assignment 2

 

Research Topic: Patrons visiting a chiropractor as a pro-health activity

Textbook:

Hair, J. F., Celsi, M. W., Ortinau, D. J., and Bush, R. P., (2017). Essentials of marketing research (4th ed.). New York: McGraw-Hill Education.

ISBN-13: 978-1260110548

As your textbook states, a literature review is a comprehensive examination of available information that is related to your research topic. When conducting a literature review, researchers locate information relevant to the research problems and issues at hand.

An important reason for doing a literature review is that it can help clarify and define the research problem and research questions. Importantly, literature reviews can identify scales to measure variables and research methodologies that have been used successfully to study similar topics. Reviewing previous studies will save researchers time and effort because new scales will not need to be developed from scratch. Similarly, researchers can review successfully published studies to see what methodologies (focus groups, surveys, or experiments) have been used to research a particular topic.

Often researchers develop ideas from the literature that lead to hypotheses. With this information in mind please complete the assignment below.

Please conduct a literature review (see the section “Conducting a Literature Review” in Chapter 3, page 50), then develop hypotheses statements for your Marketing Research Project (MRP) product or service.

You will research, as needed, one or more research-marketing-business articles from high-quality sources (secondary data sources), including professional trade journals. Write a 2- to 3-page literature review (500 to 825 words), then develop hypotheses statements. This document should contain the following as it relates to your Marketing Research Project (MRP):

Background information for the current study
Summary of the existing research related to your product or service
List of resources (bibliography) that reveal information that already exists on your product or service (in APA format)

Provide suggested sampling and other methodological approaches that have been successful in studying similar topics. Using the research found from your literature review, develop hypotheses statements for your MRP product/service. Please evaluate your sources and make certain they are relevant to your product or service. For help, review the six principles to evaluate the quality of information obtained from secondary data sources on pages 50–51 of your textbook. [MO2.1, MO2.2, MO2.3, MO2.5]

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