Assessment 2: Marketing research plan Length: 2000-2500 words Your Task You are a Marketing Officer working for Royal Caribbean International. (https://www.royalcaribbean.com.au/?wuc=AUS) Your bosses need to know if the products they are offering on their New Zealand ‘Explorer of the Seas’ Cruise experience are meeting the needs and preferences of their guests. Royal Caribbean International want to achieve a five star customer satisfaction rating with the aim of becoming the best cruise line in the South Pacific region. Key aspects of the cruise experience include: • Ports of call • Shore excursions • The ship itself • On-board activities (entertainment, pool, kids’ activities, seminars, spa, bars, dance lounge, etc.) • Dining options (range, food quality, service quality, etc.) • Rooms (cleanliness, quality, noise, bed comfort, bathrooms, etc) • Whether people would recommend the cruise to others or whether they would return themselves You decide to undertake a marketing research project and need to produce a marketing research plan. The plan must contain the following: 1. Introduction: A short introductory background to Royal Caribbean International (300 words max). 
 2. Research objectives: The research objectives of the report. You can come up with your own research objectives, ideally about 3 is enough. 3. Literature review: about guest satisfaction and behavioural intentions in cruising (about 600 words, 4 academic references minimum). 
 4. Sampling plan to survey guests. 
 5. Questionnaire: Design a questionnaire that addresses your research objectives (25 questions maximum). Use your creativity by using different measurement scales such as workhorse scales. You are welcome to use free questionnaire design websites to design your survey. Marks will be allocated for presentation. Questions should address reliability and validity issues. 6. Administration: Explain the administration plan for the survey. 
 7. Ethical considerations: Recommend ethical considerations for the research you will conduct. 
 Please note that you do not need to conduct the survey. This assessment is the first part of what would become a marketing research report – the marketing research plan. Assessment criteria are listed at the end of the briefing notes. Please use APA referencing style. A downloadable version of the briefing notes is also available. Submission  Submission: All assignments should be submitted online through the MRKT19038 Moodle site.  Marking criteria: The marking guide is at the end of the briefing notes.  Plagiarism: All reports will be checked by Turnitin to compare the report to other sources and will provide students and lecturers with a similarity score for the report. Reports with a similarity score index of more than 20% will be checked for plagiarism by the marker (although it may not necessarily mean that the student has plagiarised). Watch more about plagiarism, or watch more about how Turnitin works. Read the CQU Academic Misconduct policy here. 
 Literature review  At least four academic references (preferably from a journal associated with marketing, marketing research or consumer behaviour) are required for this assessment  Literary support from Google, Wikipedia, www.NetMBA.com, www.marketingteacher.com, www.tutor2u.com, etc. will be treated very negatively. These are not appropriate sources for your academic assignment and their use is not acceptable. 
  QUT Guidelines for writing a literature review might be helpful o  This example of a Literature review might give you some ideas on how to write one