Part 1: Situation Analysis — Research Problem Defined
It is essential for marketing researchers to develop an ability to design appropriate data collection methods. Follow the theoretical and conceptual methods you learned about in Chapters 6 and 7 in the Essentials of Marketing Research textbook.
Using the Random Scenario Generator, select a scenario for your Assessment. The RSG will prompt you to select 1 of the 3 options for each of the variables. Once you have selected from each variable category, the resulting scenario is to be the basis for your work on this Assessment. Each student’s scenario will be documented.
Part 1 will include:
- Write a 1,000-words (minimum 4–5 page) informative essay to define a research problem.
- Separate title and reference pages, standard paragraph structure, double spacing, and 12-point Times New Roman font. It should follow all other APA 6th edition formatting and citation guidelines.
- Secondary research to support the need for a study (minimum of three academic resources) and how this research will be useful in solving the research problem.
- Discussion of the sampling design chosen to conduct the research and explanation of how you will choose your sample and collect your data.
- Survey validation methods.
- Scales used in data collection.
Part 2: Research Survey Design
Part 2 will include the following sections:
- Include a brief description of the seven steps in the questionnaire design and a 10-question market research survey based on your scenario generated though the RSG.
- Confirm the Research Objectives
- Select the Appropriate Data Collection method (Summary from Part 1)
- Develop the Questions and Scaling (Develop 10 Questions)
- Create three open-ended questions
- Create three closed-ended questions
- Create four scaled response questions
- Determine the Layout and Evaluation Questionnaire
- Obtain the initial Client Approval (Explain how you will do this!)
- Pretest, Revise, and Finalize the Questionnaire (Explain what you will do and why this is important.)
- Implement the Survey (What is the schedule for implementation and who will do it?)
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