BANK OF AMERICA: Leading the American Way Source:

Referencing Styles : Harvard Read the following case study: BANK OF AMERICA: Leading the American Way Source: Malhotra, NK, 2014, Basic Marketing Research, International Edition (4th Edn.). Pearson, p. 648-652. NB: Case study is also uploaded on Blackboard. Assessment Overview As a group, you are required to analyse the data and prepare a research report that addresses the research objectives outlined in the case study mentioned above. You will be provided with a dataset (see Blackboard) as well as the survey questionnaire (appended at the end of the case study) and are required to analyse the data and prepare a research report that addresses the research problems/objectives outlined in the case. Assessment Details Your marketing research report is to be written in a professional manner and a business report format must be adopted. The research report should include: ␣ ␣ ␣ ␣ ␣ ␣ ␣ – – – – – – – Title Page Table of Contents Executive Summary (max. 250 words) Main Body Structure Background (max. 200 words) Previous Research/Literature Review Statement of the Problem which must include: (i) Management Decision Problem; (ii) Marketing Research Problem (broad statement and the specific components), (iii) Research Questions, and (iv) Hypotheses. Research Design Data Analysis Methodology Results and Interpretation Managerial Recommendations Conclusion References Appendix (e.g., additional statistical tables) .

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