Data Collection Methods
Scenario:
You are the new director of marketing for your chosen company. You have previously identified a marketing related problem or opportunity to study using marketing research principles. You have already identified a viable marketing related problem or opportunity to study, and you created research questions and objectives. You conducted research and developed a literature review to inform your strategic decision-making on the type of research design that would be most appropriate for your marketing research study. After an extensive evaluation, the C-level executives made the decision to proceed with the research.
Design the sampling and measurement plan. Then create a prototype of the survey instrument that will be used to collect primary data for your marketing research study.
Use the following criteria to explore your chosen award-winning organization to continue preparing a marketing research design:
Assessment Requirements: Outline the “Definition of the Target Population and Sample Size”, and “Sample Design and Data Collection Method” sections of your marketing research proposal .
1. Choose your Company: Choose an award-winning company from the Baldrige Performance Excellence Program website to study. Evaluate the “Award Application Summary” as a business case for your chosen company.
2. Role of Sampling: Examine the role of sampling in the research process in a marketing research study. * In an introductory paragraph, provide three (3) examples of how sampling adds value in a marketing research study .
3. Sampling Design Outline: Construct a sampling design for a marketing research study . Identify and explain the target population, and sampling units for your marketing research study .
Identify the sampling frames needed for your marketing research study. Provide reasoning . Use research to substantiate your sampling design outline decisions.
4. Sample Design Size: Analyze the factors that determine the sample size for qualitative and quantitative data collection methods in a marketing research study. Explain why your marketing research study will employ a probability or nonprobability sampling design .
Explain the sample size of your marketing research study will require . Use research to substantiate your sampling design size decisions.
5. Value of Measurement: Analyze the value of measurement in data collection instruments. Explain the value of measurement in a marketing research study . Explain the value of construct in a data collection instrument . Choose two measurement scales, and explain how they will be used in your data collection instrument .
6. Data Collection Plan: Design a data collection plan for a questionnaire. Outline the data collection plan using headings and subheadings to present a valid and reliable questionnaire . Explain why applying the steps in the questionnaire design are important to apply in your data collection plan . Complete step 1 in the questionnaire design process.
Explain how and why your research objectives and information requirements are confirmed . Complete step 2. Select an appropriate data collection method, and provide reasoning for your decision.
7. Questionnaire Instrument: Design a data collection instrument using a mixture of qualitative and quantitative techniques for a marketing research study. Using the knowledge in step 3 of the questionnaire design process, create four (4) unstructured questions for your survey questionnaire .
Using the knowledge in step 3 of the questionnaire design process, create four (4) structured questions for your survey questionnaire . Format the layout, and explain the flow of your questionnaire.
8. Cover Letter: Develop a cover letter for inclusion in the introductory section of data collection instruments. * The cover letter follows the ten (10) guidelines for developing a cover letter and questionnaire introductory section. Review the attached Competency Assessment Rubrchoic before beginning this assessment.
Subject: Marketing
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