a. You are working as Marketing Assistant for a Health and Fitness Centre in Hatfield (NB You may choose another location if you wish), and falling numbers of members mean that there is concern about the competition in the area, in terms of facilities offered, pricing, and other issues
b. You have obtained a job working as a Student Adviser for Westchester University. The Vice Chancellor is looking to increase recruitment of students from within your home country, and wants to explore what these students are looking for and what would encourage them to apply to Westchester.
This assignment assumes that you are working as Marketing Assistant. The Marketing Director, who is concerned about the issues identified above, has asked you to:
i. Carry out some preliminary secondary research on the area so that you have access to all relevant published information (NOT, REPEAT NOT, PRIMARY RESEARCH. You are preparing a BRIEF FOR A MARKET RESEARCH COMPANY TO RESPOND TO – they are the ones who will be carrying out the primary research)
ii. Clearly identify relevant research objectives – no more than six
iii. Prepare a brief to be sent out to a number of market research companies, so that they can respond with an appropriate proposal.
The Brief should be NO LONGER THAN 500 words and should follow the format below. In addition there should be a short appendix (another 500 words MAXIMUM) where the secondary information is summarised for the benefit of the research company.
1. Background of the Company/organisation – 60-150 words
2. What you understand the problem to be – 100-200 words
3. Proposed research objectives – 100-200 words
4. Timing – 40-80 words
5. Appendix – summary of secondary data – 500 words
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