Under Armour Research Book

In my Strategic Communications 421 class, I was able to work with a group of classmates to  produce a complete Research Book. Primary and secondary research were used to answer our research questions that were focused on increasing Under Amour’s market penetration for female active and athleisure wear. As a group, we conducted thorough secondary research, two focus group interviews with 5-7 participants and an online survey that reached 189 people before closing it.

Throughout the project, I specifically produced:

  • Part of Situation Analysis: Section II. Production Evaluation
  • Situation Analysis: Section III. Consumer Evaluation
  • Helped conduct one of the two Focus Groups
  • Created part of the Online Survey
  • The entire Research II – Quantitative Study: Online Survey Section
  • All of the graphs, tables and figures
  • Helped organize the layout and editing of the overall project

Attached below is the complete Research Book.

Under Armour Research Project Book

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