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MKTG1395 Marketing Research

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Your manager and a research assistant, in conjunction with the client, has started to develop the market research project but has now asked you to take control of the day-to-day implementation and leadership of the project. The first task you must complete is a report for the client that addresses the following questions:

Question 1

Critically evaluate the draft questionnaire developed for Phase 1 of the research (pages 5-12). Specifically, evaluate the:

  1. survey length;
  2. survey layout;
  3. use of screening questions;
  4. use of skip questions; and
  5. how well the survey meets the needs of the research objectives of this phase of the research.

Question 2

What data collection method would you recommend for this survey? What are the advantages and disadvantages of using your recommended method?

Question 3

Considering the specification of the research sample given in the research brief (page 4), make a recommendation on the type of sampling method that should be used in this research. What are the advantages and disadvantages of using this method?

Question 4

Explain how you will analyse and report the data collected from the questionnaire. In your discussion explain three inferential statistical tests would be appropriate to address research objectives 1 and 2.

Question 5

Make a recommendation on what research approach could be used in Phase 2 of the research project. Specifically, you should discuss and justify, using marketing research theory, an appropriate:

  1. data collection method, and
  2. sampling plan. Explain how your recommendation would:
  3. address the research objectives of Phase 2,
  4. complement the questionnaire in Phase 1.

Question 6

Develop a data collection instrument to be used for Phase 2 of the research based on your recommended data collection method and sample from QUESTION 5. In your response discuss:

  1. the design of the data collection instrument, focusing on the structure and layout;
  2. questioning techniques used;
  3. how your data collection instrument will achieve the research questions of Phase 2 of theresearch.
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My Assignment Help (2021) Marketing Research [Online]. Available from: https://myassignmenthelp.com/free-samples/mktg1395-marketing-research/journal-of-the-international-society.html
[Accessed 23 September 2021].

My Assignment Help. 'Marketing Research' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/mktg1395-marketing-research/journal-of-the-international-society.html> accessed 23 September 2021.

My Assignment Help. Marketing Research [Internet]. My Assignment Help. 2021 [cited 23 September 2021]. Available from: https://myassignmenthelp.com/free-samples/mktg1395-marketing-research/journal-of-the-international-society.html.

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