Uniqlo wants to measure and compare the effectiveness of the uses of two different celebrities for brand endorsement and communication campaign

Introduction and research background

This section should provide an overview of the specific scenario being addressed by your market research plan, including information about the company and its market. The overview should be based on relevant conditions and data that is believed to influence and lead to the management decision problems in the scenario. In the absence of necessary data, you can make reasonable assumptions of what might be the case. The section should conclude with a clear statement of the management decision problems and the key objectives of your market research plan.

Suggested word limit: 300 words

Research problem, including research objectives and questions

This section should provide a clear and justified translation of the management/marketing decision problems into an equivalent research problem. The identification of the research problem should then be followed by statements of research objectives and detailed questions that match with each research objective.

Suggested word limit: 300 words

Research design

This section builds on the research objectives and detailed questions identified previously. You will comment on the nature of your proposed project e.g., exploratory, descriptive, causal research, to name some, or a combination of these natures. Your comments should be supported by a well-argued justification. Then, propose a research design that follows either a qualitative or quantitative approach, or both, and provide a rationale for the selected design. Please also determine if you are going to use secondary data or primary data, or both. Providing the rationale for your decisions is always required.

Suggested word limit: 700 words

Data collection

In this section, you should clearly identify the process that will be used to gather the necessary data to answer the research questions. Please specify what data collection methods and communication techniques will be applied, in what order will they be applied, and why has this approach been suggested. Note that different research objectives might be achieved by using different data collection methods.

You are also required to present and discuss your sampling methods in this section. Your discussion should include but is not limited to the following information: the target population and sample size, sampling frames, sampling methods used in each stage of the sampling process, as well as relevant errors that may be associated with your proposed data collection process and their respective remedies. Please note that you will need to explain your answers with rationale rather than simply presenting the information.

Suggested word limit: 700 words