The Learner Should Provide A Detailed Overview Of The Client’s Problem: Qualitative and Quantitative Market Research Research Paper, TCD, Ireland

Research Proposal

You are required to design a research proposal that will address all the issues discussed with the client.

Chapter 1: Problem Overview & Proposal Introduction

In this chapter, the learner should provide a detailed overview of the client’s problem with reference to the client scenario above supplemented with a brief overview of some relevant market information, demographics, and literature.

You may wish to draft this, to begin with, and rewrite it after you have a better understanding of the literature.

Chapter 2: Literature Review

In this chapter, you should provide an overview of existing literature in the marketing management discipline. Specifically, your aim here is to provide an overview of the athleisure sector for your client supported by reference to the relevant academic literature. This overview should include:

A) Competitor Analysis: An overview of the main brands in the sector including identifying the brand leaders and carrying out a SWOT analysis for the main global and local brands in the Irish sector.

C) Explain and discuss points of parity for new entrants

D) Provide a profile of the typical buyer in the sector

E) Examine competitor pricing strategies and product ranges in this sector

F) Recommend any opportunities for differentiation

G) Any other information you believe relevant for your client and to inform your proposed research design.

Chapter 3: Research Design

This chapter should present the methods used to address the research problem. You will find a suggested structure for this chapter in Appendix 1. In each section you should explain what the technique is, why it’s used in general, why it offers your study value, and how it’s going to be used – the latter is often a sub or a subsequent section.

This should be fully referenced using appropriate methodology sources.
Specifically, you should make clear what techniques you plan to use and why they are most appropriate. You should make clear how each technique recommended will address the requirements of the client brief.

Chapter 4: Proposal Conclusion

To conclude your proposal you should: (i) restate the research problem and the objectives of your study; (ii) provide an overview of how existing literature addresses aspects of the problem and informs the research design presented in chapter 3; and (iii) outline the methods used to address remaining aspects of the problem and the rationale for same.