The paper “ Opinion of the Students of Deakin University on the New Branding Campaign and Creating New Awareness to People Who New Nothing about the University" is an excellent example of a research proposal on marketing. The study will involve a detailed examination of the perceptions of the current students of Deakin University as well as potential students. A scientific approach will be followed in the study in an effort to obtain valid and objective conclusions and recommendations. The survey will involve stratified random sampling. The population will be divided into three strata and a sample will be selected from each in disproportionate fractions. A provisional budget for the study is estimated.
It includes items of major importance in the process of the study. The budget proposed is within the limits recommended by management, which is between fifty and eighty thousand dollars. The results will be analyzed at two stages. One will involve the opinion of the target group on the advertising campaign and the second will be an assessment of the extent to which the campaign is shifting the attitude of the current and potential students. An assessment is done on how well the management can make use of the study.
This is just a summary guideline of key areas that the management should pay attention to once the research study is completed. The final research study will carry a detailed recommendation section. The rationale is that no study will have meaning until it has reached viable conclusions from which recommendations can be drawn (Fowlern FJ 1988). Purpose of the ResearchGenerally, a study of this kind entails making an attempt to prove or disapprove a specific hypothesis (Mosier 1941).
With regard to this study, my hypothesis is to determine whether the current advertising campaign has shifted the attitude of current and potential students and if so to what extent. Management Decision ProblemIdentifying the problem area of study is of vital importance. This assists the researcher to zero-in on what is most significant from the point of view of the person who needs to make use of the research findings. Scholars have noted that identifying the research problem is beneficial to the researcher since overlooking the same may make the project run out of an understanding of the researcher (Geursen & Ehrenich 1998). The management is in need of detailed information on whether or not the advertising campaign is attaining its intended purpose.
The management is at a point where it has to make a decision based on objective statistics on whether to continue with the campaign or quit it. This research is therefore justified by the fact that a professional opinion is necessary to form the basis of the course of action to be taken.
The management also wants to be satisfied that the costs incurred so far in the campaign are viable and there can be future probable revenues that can be attributed to these expenses. Research QuestionsThe research questions should help reach out to the objectives of the research exercise. In other words, they should be formulated from the objectives stipulated for the study (Jones & Thurstone 1955). They act as a guideline to the researcher as well as users of the research report on what the focus for the study is. The research questions have been formulated to serve this purpose.