Brand Research Proposal

Task: Students produce a research proposal of 1,500 words that justifies a structured interview design for
conducting in-depth qualitative interviews. Using a brand equity model to structure the scope of
questions for a product or service (nominated by lecturer), students explain their choice of model,
questions and creative techniques in the proposal and incorporate the interview design in the
appendix. The findings will inform their creative decisions for Assessment 2.

Criteria: Relevance of chosen brand model
Justification of qualitative research
Validity of the questions and techniques
Coherence of the structured interview design
Clarity of expression
Breadth of academic referencing

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