Zikmund, W. &Babin, B. J. (2015) Essentials of Marketing Research(6thed.). Boston, MA:CengageLearning (ISBN: 9781305263472)The Market Research Plan Project is a required component of the learning outcomes for this class. In this assignment, submit your marketing research plan introduction.The purpose of the introduction is to:Define the organization’s current situation.Identify useful decision statements and related research questions.Define the firm’s meaning – how consumers, competitors and employees view the firm.Provide ideas for product improvements or possible new product development.Test ideas that will assist in implementing marketing strategy including innovations.Examine how well a marketing theory describes the marketing reality.assignments InstructionsThe introduction should address the following:Product/Service description.Define research objectives to include explicitly what type of research needs to be done and what type of information a certain firm is hoping to obtain from the research.Target population description.Create your survey within Survey Monkey (Links to an external site.). Include the survey design and methodology in this introduction to the market research project.guidelines GuidelinesSupport your analysis with a minimum of two Peer-reviewed (scholar
ly) article from the Hodges University Databases. World Wide Web articles will NOT be accepted as support.Write in third person.Do not use direct quotes.Use the APA templatePreview the document.Include a cover sheet and reference page.Include one-inch margins per APA guidelines.Include page numbers and the appropriate heading in the header of the document.Use Twelve point, Times New Roman font as required per APA.Do not use contractions as required per APA (e.g. isn’t, wasn’t, can’t, etc.).Include correct spelling and grammar.assessment AssessmentSee the rubric for grading criteria.RubricMarket Research Plan Introduction Rubric (1)Market Research Plan Introduction Rubric (1)Criteria Ratings PtsThis criterion is linked to a Learning OutcomeProduct/Service Description15.0 ptsThis criterion is linked to a Learning OutcomeDefines Research ObjectivesDefine research objectives to include explicitly what type of research needs to be done and what type of information a certain firm is hoping to obtain from the research.40.0 ptsThis criterion is linked to a Learning OutcomeTarget Population Description10.0 ptsThis criterion is linked to a Learning OutcomeSurvey Design and Methodology25.0 ptsThis criterion is linked to a Learning OutcomeGrammar, Writing, and APA10.0 ptsTotal Points: 100.0