marketing researchand information technology（营销researchand信息技术）.docVIP

Marketing Research and Information Technology (MKTG 3710) Summer 2003 Research Project – Part I Objective: The goal of this project is to gain hands-on experience in the process of exploratory research. Specifically, it is about identifying, collecting, analyzing, interpreting, and presenting basic information and making decisions in a real-life setting. You will need to conduct an exploratory study - primarily secondary data, to describe and analyze the market, competition, etc., for the Dallas Museum of Arts. Your group is being asked to help the Dallas Museum of Art (DMA) market itself in a more effective and efficient manner. Instructions: Essentially, you will gather and use information and data for getting a good understanding of Dallas Museum of Arts market and other related factors. Based on the information gleaned from this secondary data first create a business model – some understanding of its business, market, market size, etc. Then, you will analyze your information and formulate marketing research questions or problems. The project requires a thorough and exhaustive exploration of secondary data sources, evaluation of these data sources, collection of relevant data from these sources, and arriving at some key marketing decisions. This will be followed by formulation of research questions and questionnaire design. If you are done with your research questions and bring it to me or to the class (earlier than the due date), then we might be able to conduct exercises in class to practice designing questionnaires for your research questions. During this process you want to accomplish several things: Explore and examine various secondary data source (both internet and library based). Exactly how many sources you should look at it is up to you. If you bring what you have found and talk to me about it, I might be able to give you some guidelines, but the decision about which data source and how many will have to be made by you. Review the