MARKETING RESEARCH STUDENT CONTEST

11th Edition 

Request for proposal document no 2014-001

Contest sponsored by the Marketing Research and Intelligence Association

and the Quebec Research industry

Marketing Research Student Contest 2014

1. Context
1.1 The market for condos in urban areas The latest statistics show that the Montreal real estate market seems to be heading towards a buyers market. Indeed, the number of units available for sale seems to exceed the demand. Is there still room for newcomers in that field? Moreover, with property acquisition costs having risen 130% since the early 2000s in Quebec, it is becoming more and more difficult for young professionals to have access to property. Since construction costs are high and land in urban areas is extremely rare and expensive, it isnt unusual to see condos in downtown Montreal selling for $400 or $500 a square foot. The German company Neuerung Haus1, which launched and built innovative condo projects around the world, is wondering if the time is right to launch its YUPc (Young Urban Professional condo) project in Montreal. 1.2 Innovative condos for young professionals Neuerung Haus has developed a new revolutionary condominium concept called Lebensraum which reduces vital space to a minimum. By significantly reducing the number of square feet, the cost of acquisition suddenly becomes very attractive. The company has retained the services of the most renowned interior designers in the world to maximize space. Illustrations of three (3) of the apartment concepts retained are available for evaluation. Finally, different services could be added to the concept such as an exercise room with a personal trainer or a high-end caterer for lunch preparations. Optimistic that its YUPc concept could see the light of day, the company has an option to purchase land in downtown Montreal. This option expires May 31, 2014. It is in this context that Neuerung Haus would like to grant an initial research mandate to evaluate the possibility of launching the YUPc project in downtown Montreal.

The company and case are completely fictitious.

Marketing Research Student Contest 2014

1.3 Research Objectives The mandate is to develop a methodology for collecting and analyzing data that will provide Neuerung Haus with the information needed to take an informed decision before launching its YUPc project. The main research objectives are as follows: a. Determine young professionals interest in living in downtown Montreal. b. Determine the features and services that young professionals are looking for in an urban condo. c. Evaluate the three (3) apartment concepts proposed by the YUPc project. d. Evaluate the interest and purchase intentions for a Lebensraum condo as outlined in the YUPc project. e. Assess the price young professionals would be willing to pay for that type of condo. f. Identify the means of communication necessary to reach young professionals.

2. Your mandate
In fact, your mandate is to prepare a research proposal that meets all the objectives mentioned above. Among other things, you will need to explain in detail the objectives you wish to achieve, describe the methodology to be used and the desired outcome, and determine the time frame for the mandate. Neuerung Haus is ready to invest an amount of $100,000 to conduct the study. It needs the information to finalize its business plan and obtain the necessary funding to buy the land within 8 weeks at the latest. If you are planning on using specific tools or particular techniques, you will need to mention them in the methodology without describing them in detail. You must simply specify the steps to follow, the reason and the way to achieve this.

Marketing Research Student Contest 2014

3. Essential elements of the proposal

3.1 Specific instructions The proposal shall be prepared by one person only. Proposals signed by more than one person will be rejected. Furthermore, you must not have the help of teachers or marketing professionals in preparing your proposal. If you wish to submit a proposal, you must first fill out the appropriate form before March 28, 2014 in order to register for the contest. To obtain this form, please contact Ms. Catherine Castonguay at TNS Canada Ltd by using the following email: catherine.castonguay@tnsglobal.com. All students having transmitted a completed registration form by the contest registration deadline will receive confirmation by email. The proposal should contain no more than 10 pages, using a 12-point font size. If you use documents from third parties in your preparation, the complete bibliography of your sources must be sent with the proposal. 3.2 Evaluation criteria Proposals will be evaluated by a selection committee made up of six marketing research professionals from various consulting firms and companies. Proposals will be evaluated on the following six criteria. The weighting given each criterion is also indicated. Criteria
Understanding of the problem Analysis of the context Definition of the marketing research objectives Proposed approach - Proposed methodology - Appropriateness - Precision - Originality - Deliverables Pragmatism of the approach - Schedule - Budgetary feasibility of conducting the study Quality of the written presentation

Weighting
5 points 5 points 8 points 37 points

10 points 10 points Total 75 points

Marketing Research Student Contest 2014

Once the proposals have been evaluated, three finalists will be selected1 and invited to present their proposals to the evaluation committee and members gathered for the occasion during a special event. The three finalists presentations will be 15 minutes long, followed by a fiveminute question period by the members of the jury. The presentation will be worth 25 points and the proposal 75 points, for a total of 100. The highest score will determine the final ranking of the three finalists. Each finalist is assured of being awarded one of the following prizes: First prize:  $3,000 2 cheque Second prize: $2,000 cheque Third prize: $1,000 cheque

Students will be sent their personal score sheet by e-mail, as well as the average score of all participants, so they may identify the strengths and weaknesses of their proposal. 3.3 Questions Questions concerning the request for proposal may be e-mailed to Catherine Castonguay at : catherine.castonguay@tnsglobal.com She will forward your questions to the appropriate person and send you the response. To ensure transparency and equity among competitors, relevant questions and answers will be communicated to all participants. 3.4 Where to send your proposal? A total of five (5) copies, plus the original, must be submitted. Your proposal must be sent to the following address by 4:00 p.m. on April 25, 2014, at the latest: TNS Canada Ltd a/s Catherine Castonguay 1250 Guy Street Suite 1030 Montreal (Quebec) H3H 2T4 Proposals received after 4:00 p.m. on April 25, 2014, as well as those received by fax, will not be accepted. An electronic copy in PDF format may be sent to catherine.castonguay@tnsglobal.com, but the participant is responsible for ensuring that the proposal has been received on time.

f fewer than three proposals receive the minimum passing grade (45/75), MRIA and its partners will not be required to invite the three finalists or to I award all three prizes. 2 The cash prizes ($6,000 in total) are awarded thanks to the generous contribution of Ad Hoc research, Bell, Bureau dIntervieweurs Professionnels, Cube research, Extract Recherche Marketing, Gaz Mtro, La Presse, Lger Marketing, Ipsos, LOral Canada, MBA Recherche, Research Now, Saine Marketing, Senergis, Sobeys, SOM, Socit de transport de Montral,TNS Canada Ltd, Tl Sondages Plus and Voxco.
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Marketing Research Student Contest 2014