You are working for a marketing research company that needs to develop a marketing research proposal as per the outline given in chapter 5 (pages 81-83) of your marketing research prescribed textbook. You must develop a research proposal for the given topic (primary objective) provided in the table below. Each topic indicates the sample size that you should use. You need to ensure that each step discussed in the proposal is in line with the sample size. For example, the research design and the primary data collection method that you choose should "fit" the sample size. You must work through the relevant theory carefully to ensure that you apply it correctly to the given topic. You need to do research on the topic and think "out of the box" in the discussion for each step. No marks will be given for discussing theory, but you must use the theory to guide your discussion. If the discussions are not correctly applied based on the marketing research principles, then no marks will be given! Remember, a proposal is merely the plan of how the research in its entirety should be conducted. Note that the research has not yet been conducted.

To determine customers' perception of online advertising through social media.

Discuss each step in the marketing research proposal in detail according to the mark allocation (below) in order to obtain the maximum marks. Work through each relevant chapter in the prescribed textbook to ensure that your discussion and reasons for each step are correct.

The marks for your research proposal are allocated as follows:

1	Title oGive a suitable title that is in line with the primary objective of the research proposal.	1
2	Purpose Problem statement (4 marks) oFormulate a problem statement that clearly indicates why the research is necessary and what the value of the research will be.oThis section should be at least half a page long and you need to have at least five references to justify the problem.Primary objective (1 mark) oFormulate a single primary objective that states what the study is trying to achieve. Secondary objectives (3 marks) oFormulate at least three secondary objectives that address the specific aspects of your topic and that will assist in achieving the primary objective of the study.	8
3	Type of study Research design (4 marks) oDiscusstheplanandframeworkoftheplannedresearch proposal by choosing the most suitable research design (based on the sample size) and provide a detailed discussion of why this research design is the most suitable to use for your topic. Secondary data (2 marks) oDiscuss the types of secondary data sources that should be	10

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Steps Content Mark(s)

	consulted (based on your topic) before deciding on the research process to follow.Primary data (4 marks) oDiscuss the type of primary data collection method (based on the sample size) that should be used and provide a detailed discussion to justify your reasoning.
4	Sample design Population (1 mark) oIdentify and discuss the population that forms part of this research proposal.Sample frame (1 mark) oIdentify and explain who the sample units will be.Sample method (5 marks) oIdentify the most suitable sample method (2 marks) and type (3 marks) based on the sample size and topic and provide a detailed discussion of why this method and type are the most suitable for your research topic. Sample size (1 mark)	8
5	Data collection method Data collection method (4 marks) oBased on the research design, primary data collection method and sample size, you need to identify and provide a detailed discussion of why the chosen data collection method is the most suitable to use. Scales (2 marks) oBased on the research design, primary data collection method, sample size and secondary data collection method, you need to identify the most suitable scales (structured vs unstructured and comparative vs non-comparative) to use and provide detailed reasoning. Validation (2 marks) oBased on the primary data collection method, you need to determine the type of validation method (trustworthiness vs reliability and validity) to use, explain it and provide a detailed discussion of why this validation method is the most suitable to use.	8
6	Analysis plan oBased on the objectives, research design and primary data collection method, you need to identify and justify the most suitable types of analysis methods that should be used for your topic.	2
	Technical oLayoutofportfolio oReferences (in-text and reference list)	3

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MNM3702