Marketing Research Project
The purpose of this assignment is to construct unbiased survey questions, employ measurement scales, and select appropriate samples. The survey questions should be designed to address the Research Problem and Objectives you identified in the “Research Problem and Objectives” paper from Week 2. Please Note: You will be developing and implementing a Marketing Research Project throughout the course culminating in a Market Research Report and Presentation in Week 8. The focus of the project will be on collecting, analyzing, and presenting data and information about a current marketing problem faced by a real business. Through a series of four assignments, you will identify your research problem and associated objectives, design a survey and conduct data collection, and you will prepare and analyze the data using Microsoft Excel. You will use a process described in the text (Burns and Bush, Basic Marketing Research, 3rd Ed.). Refer to the text, pages 49 to 56, for a description of the steps to the Marketing Research Process. The following Assignments will comprise the majority of the information needed to complete your Market Research Report: · Topic 2 Writing Assignment: Research Problem and Objectives · Topic 4 Writing Assignment: Survey Design · Topic 5 Paper: Collecting Data · Topic 7 Paper: Data Analysis To begin this assignment, develop a survey with a minimum of 10 questions. A maximum of three of these questions may be categorization questions such as age, income, and gender. Your questions should be designed to provide data that support the Research Objectives developed for your Research Project. You will add your survey as an appendix at the end of your paper. Use caution with open-ended questions as these will be difficult to quantify later in the course (best to avoid altogether for our Research Project). For this class, you should Stick to Questions with 4-5 Alternatives for your respondents to choose from. To accompany your survey, you will be writing a 500-Word Rationale following APA 7th Edition Style Rules addressing the following criteria: 1. Description of the use of at least three different scaling techniques and how each scaling technique accomplishes the objectives of categorizing the respondent or measuring a perception or attitude. 2. Rationale for how each question aligns to the research objectives. 3. Description of the sampling technique and why the technique was chosen. What are the benefits and drawbacks of this sampling technique? 4. Estimate of the sample size using a sample size calculator (Refer to my “Sample Size Calculator” post in the Topic 4, DQ1 forum). Explain the Rationale behind the estimate. Your Rationale must include at least 2 Scholarly References (and associated in-text citations) from sources such as trade journals, academic journals, and websites from professional marketing associations (including the course text).
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