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Assignment: The Market Research Plan
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Scenario:
Your top franchisee owns several franchises in New York, NY. Over the last three years, sales and market share have
declined 5% each year in the consumer segment and business segment. As the marketing manager for the franchise,
you have decided to fly to New York and develop a market research plan to understand the problem.
Write a brief paragraph that answers the following questions. (This should not be in Question/Answer
Format).
Suppose that the franchisor was considering bringing a new kind of product or service to its stores. What
kind of research would it need to do in order to have some confidence that the new product would sell well?
Then create a market research plan:
Next, using the market research process in the diagram below, develop a market research plan that will
provide a better understanding and solution to the problem.
Address each step in detail.
Please make sure you include primary and secondary sources in your market research plan. See the diagram below.
Reference
You will provide a 3–5 page (using APA format and citation style) market research plan paper with at least
three supporting references. You should include at least one illustration which can be included in the body of
your paper or appendix.
Submit to the Unit 3 Assignment Dropbox.
