this is my assignment i don't know how to find relevant source to do
my assignment. can someone help me. also can u provide some idea for
me ,thanks.  i need answer around 2000 words on 8/4/03.

   Background
Catalogues, one type of direct mail merchandising, have been
increasing in popularity around the world as consumers look toward
convenience in their shopping. During the last decade, catalogue
marketers have worked hard to increase sales as well as explored every
opportunity to promote catalogue growth domestically and
internationally through direct marketing. The big hurdle in moving
forward has stemmed from problems with differentiation, since all
catalogues look –a-like and merchandising tactics are basically fairly
standard throughout the industry. The problem is compounded by the
fact catalogue marketers – are predominantly conservative.
A few catalogue marketers have made attempts to break away from the
traditional modes of catalogue marketing. Gucci is one such company
that attempts to employ innovative marketing techniques. Gucci’s
unorthodox style emerged as early as the mid 1980s when the Gucci
Autumn/Winter catalogue took on a new distribution philosophy – for
the first time Gucci catalogues were made available in bookstores.
Apart from bookstores, the Gucci catalogue was also available in all
Gucci stores and was mailed out free of charge to 50000 of Gucci’s
most loyal customers. The distribution strategy enabled Gucci to
determine where the customer sourced each edition of the catalogue
(the order forms were bar-coded to indicate whether the catalogue was
distributed through bookstores, the Gucci stores, or through the
mail).
The company has not given up on the idea of developing new approaches
to generate sale growth and increased market share. In particular,
Gucci is hoping to gain a differential advantage by capitalizing on
the latest high technology development for direct marketers –
Automated Voice Response (AVR).
The marketing department at Gucci thinks that use of the AVR
technology will leverage its efforts to build catalogue readership.
The department is reasonably confident that there is a strong
relationship between the time spent reading a catalogue and the
intention to purchase. In order to increase reader involvement with
the items in a catalogue, the marketing department devised a game
incorporating the use of a touch-tone phone.
The game is initiated with customers obtaining details, on the front
cover, of lucks numbers scattered throughout the catalogue. In
recovering the lucky numbers, customers dial the game phone number and
punch in the lucky numbers, along with their personal identification
number (PIN). On the basis of finding as many lucky numbers as
possible, each customer stands to secure windfall discounts on
catalogue purchases.
The game, not only directly benefits customers, it also enables Gucci
to compile relevant sales response data as the game stimulates
activity and participation amongst catalogue’s readers.

Management decision problems
Executive management is not so sure the marketing department has a
winning strategy. Before authorizing the implementation of this
campaign to boost sales, the executive want research firm to test
market elements of the game’s strategy. Based on the market
researchers report, management will decide whether or not to give the
marketing department a green light, or insist on modifications to the
direct marketing campaign’s design.

Research objectives
·	Set research proposal to minimize the primiary research problem.
·	Find and include a consumer behaviour model to assist with the
formulation of an objective (theoretical) foundation for a research
undertaking.
·	Locating the appropriate source of internal and external data to
underwrite the research design.
·	How promotion in Gucci marketing? Find the data and analysis it.
·	Have they correlation in promotion and sales product.
·	How is catalogue work for Gucci? Set about the topic to ask and
relate to catalogue, and find how consumer responded.
·	Find the data and analysis, How consumer would respond the game
strategy in the market?
·	Finally, give some thought to the sorts of research questions that
will be, what question do we need to know must relevance to Gucci? How
are we going to use the data?

Research aim
The aim of this research proposal is to measure how consumer would
respond game strategy in the market. During the research we only focus
on local consumer with the coverage of national and international. If
the game strategy is not working well in the market, the data during
the research found can useful for management decision-making.
Management can cancel the game strategy or modify.

Requirements:
1.	Find and include a consumer behaviour model to assist you with the
formulation of an objective (theoretical) foundation for a research
undertaking






2.	Consider locating the most appropriate sources of internal and
external data to underwrite the research design





3.	Make recommendation on these sources of secondary data purely as a
cost comparison exercise






4.	Finally, give some thought to the sorts of research questions that
will be of immediate relevance to Gucci

What question do we need to know must relevance to Gucci.
How are we going to use the data?
How is catalogue work for Gucci? 
Can use focus group technique or interview to find the data. After
find the data then we can do the analysis.
Give the thought of research questions. That is about the management
problem.
Marketing research problems: a problem that entails determining what
information is need and how it can be obtained.