Assignment 2: Ladder Art Space Research Proposal I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration. Submitted as a Marketing Research and Analytics Research Brief Due date: Sunday, 3rd May Tutor: Hassan Kalantari Daronkola Class: Thursday, 10.30am-11.30am Subject Code: MKT20019
2 Table of Contents 1. Executive Summary 2. Background 2.1 Marketing Problem 2.2 Research Problem 2.3 Research Objectives and Research Questions 3. Secondary Data 3.1 Research Objective 1 3.2 Research Objective 2 4. Proposed Research Design 4.1 Descriptive Research Design 4.2 Exploratory Research Design 5. Ethical Considerations 6. References 7. Appendices 7.1 Appendix 1 7.2 Appendix 2 7.3 Appendix 3
3 1. Executive Summary This research proposal is in response to the research brief provided by the research team at Ladder Art Space. Secondary data and academic literature will be provided to both address and partially answer research objective 1 and 2 along with their associated research questions. However, primary data and research is also needed to provide complete and accurate whole answers to all of the research questions. This research project will consist of 2 phases- Descriptive and Exploratory research approaches. The descriptive approach will use an email survey questionnaire as a research method and the exploratory research approach will use 6 focus groups. The sample will be 18- 30 year old university students from 3 different universities as to provide a comparison between them. The survey is comprised of questions in relation to attendance rates at art workshops as well as if attendance differs between age, gender and faculty. The focus groups will provide a more in-depth understanding into the attitudes and perceptions that the students hold towards art spaces such as Ladder Art Space. Moreover, the research will adhere to the relevant guidelines put in place by the Australian Code for the Responsible Conduct of Research, the AMSRS Code for Professional Behaviour and the National Statement on Ethical Conduct in Human Research.