New CPP: Assignment 2

Market Research Design as a Process Name Institutional Affiliation Instructor Course Date Contents TOC \o "1-3" \h \z \u Task 1: Executive Summary PAGEREF _Toc159791270 \h 3Task 2: Theoretical Model PAGEREF _Toc159791271 \h 3Task 3: Market Research Design PAGEREF _Toc159791272 \h 5Problem Definition PAGEREF _Toc159791273 \h 5Research Design PAGEREF _Toc159791274 \h 5Sampling Design PAGEREF _Toc159791275 \h 5Data Collection PAGEREF _Toc159791276 \h 6Data Analysis PAGEREF _Toc159791277 \h 6Reporting and Presentation PAGEREF _Toc159791278 \h 7Conclusion PAGEREF _Toc159791279 \h 7References PAGEREF _Toc159791280 \h 9 Market Research Design as a Process Task 1: Executive Summary Technology evolution in education requires universities to be informed about the changes and make improvements to ensure that students are provided with an accommodation and effective learning environment (Al-Adwan et al., 2023). This report aims to answer the question, "How is Boston University (BU) adapting the digital learning environment for Global Marketing Management students to better simulate real-world global marketing challenges and prepare students for successful careers?" by following a market research design process. The Technology Acceptance Model (TAM) will be utilized in understanding how the digital learning environment should be improved. The mixed-methods approach described in task 3 enables a holistic study of the students' necessities, expectations, and contentment with the digital learning experience. The proposed method has organized and systematic approaches to obtaining information beneficial for strategic decision-making to enhance BU's digital learning environment through problem identification, sampling design, data gathering, analysis, and reporting. Thus, the purpose of this comprehensive market research is for BU to redesign its learning platform so that students of Global Marketing Management are provided with the skills necessary to meet the challenges of the global market and excel in their future careers. Task 2: Theoretical Model The study will be based on the Technology Acceptance Model (TAM) to seeks to introduce the adaptation of the digital learning environment. TAM asserts that the users' acceptance and adoption of technology depend on their ideas about the usefulness and ease of operation of the technology (Al-Adwan et al., 2023). The primary purpose of this paradigm is to know the students' attitudes and behaviors related to digital learning platforms as they are widely accepted in educational contexts. TAM provides a systematic model for assessing the students' perceptions of the digital learning environment at BU. Through measuring elements like the perceived usefulness (such as how valuable students are considering digital tools and resources for understanding global marketing concepts) and the perceived ease of use (for example, how user-friendly students find the online platforms and interfaces), it is possible to can establish the level at which students accept digital learning technology (Al-Adwan et al., 2023). The model facilitates the determination of the main components that affect students' intention to utilize digital learning resources. Many factors strongly influence students' perception of functionality and simplicity of use. These include clarity of instructional materials, availability of interactive activities, and responsiveness of instructors, among others (Al-Adwan et al., 2023). For BU to comprehend these drivers clearly, the digital learning environment should be customized to accommodate the learning needs of students taking up Global Marketing Management. TAM makes it possible to measure how effective the existing strategies are to improve the quality of the digital learning experience. BU will be able to track how the changes in students' acceptance. The university will also determine the usage over time by implementing the adjustments that TAM influences (Al-Adwan et al., 2023). The modifications could involve perfecting the online classes' structure or offering additional support tools. This iterative method allows the digital learning environment to be continually improved and optimized. TAM facilitates gainin...