You Are Required To Plan A Mixed-Methods Marketing Research Project: Practical Market Research Assignment, NUI

Assignment Overview:

• You are required to plan a mixed-methods marketing research project for an organization wishing to understand consumer attitudes to their products and/or services, due to COVID 19. You can choose any organization or sector, e.g. BordFailte in research on incoming tourists or ‘staycations’, Ryanair or Aer Lingus on people’s attitudes to flying and foreign holidays, or a hotel or local business trying to plan how to best manage in maximizing customer service and turnover. You can also decide which facets to focus on in terms of the organization’s business issue and marketing problem.
• From there you should then set out your overall research objective and 3-5 specific objectives that will achieve the overall research objective (see slides and template for a group project on how to do this).
• In planning your research it should contain:
  1. A mix of primary and secondary research
  2. A mix of qualitative and quantitative data collection methods (at least one of each).