Marketing Research

U Unit 6 [MT355]

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Unit 6 Assignment: Design Appropriate Data Collection Methods

In this Assignment, you will be assessed based on the following outcome: MT355-3: Design appropriate data collection methods.

Marketing researchers must become highly skilled at designing appropriate methods of data collection, especially when it comes to designing a data collection methodology and developing survey questions used in the construction of a data collection form.

In Part 1 of this Assignment, you will demonstrate your ability to design a data collection methodology using the knowledge obtained from Chapters 6 and 7 in your textbook.

In Part 2 of this Assignment, you will demonstrate your ability to develop a viable research study questionnaire using the knowledge you obtain from Chapter 8 in your textbook. Be sure to conduct

additional research to learn best practices used in marketing research questionnaire development.

Directions for completing this Assignment

While completing this Assignment, it is essential that you consider the ethics behind your data collection methodology in Part 1, and in every question you develop in Part 2. Always consider the validity of your

questions before making them ready for data collection.

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 (RSG), select a scenario for your Assignment. (Reminder: The

RSG will prompt you to select 1 of 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 Assignment. Each student’s scenario will be documented.)

Part 1 will include:

 A 1,000-words (4-5 pages), in addition to the title, reference, and appendix pages, informative essay to define a research problem.

 Separate title and reference pages, standard paragraph structure, double-spacing, 12-point Times New Roman font, and 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.

U Unit 6 [MT355]

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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)

o Create three open-ended questions o Create three closed-ended questions

o 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 (W hat is the schedule for implementation and who will do it?) For Unit 6 Assignment Submission:

 Create a title page

 Combine Parts 1 and 2

 Add your reference page

Review this tutorial on Searching for Information in the Library.

Directions for Submitting Your Assignment

Review the grading Rubric below before beginning this Assignment. For additional help with writing an

informative essay and APA citation, please visit the W riting Resources accessed through the Academic

Success Center within the Academic Tools area of the course. Compose your Assignment as a Microsoft

W ord document and save it with your first name initial and last name (Example: JDeem -MT355

Assignment- Unit6.docx). Submit your Assignment to the Unit 6 Assignment Dropbox by the end of the

unit.

MT355 Unit 6 Assignment: Develop a Survey Possible

Points

Earned

Points

Content, Focus, Use of Text/Outside Sources

Part 1: Situation Analysis – Research Problem Defined Formulated a sampling plan to direct the primary data collection process in a

marketing research study. W rite an informative essay with a minimum of 1,000 words.

Explained the research problem. 5

Presented secondary data to substantiate the need for the research study. Collected a minimum of two primary and two secondary data resources to improve your understanding of the research problem and topic area. Explained

why each research resource will be useful in solving the research problem.

5

U Unit 6 [MT355]

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MT355 Unit 6 Assignment: Develop a Survey Possible Points

Earned Points

Designed a sampling plan, covering all steps in the design of a sampling plan as presented in Chapters 6 and 7 of the textbook.

Prepared a brief plan on how the sample was chosen, and explained how the data will be collected from the sample in the marketing research study.

5

Explained how comparative or noncomparative scales are used in the data collection plan for your marketing research study.

5

Explained the validity of the survey developed. Used research to support the explanation. 5

Part 2: Research Survey Design

Applied all steps in the questionnaire design. 20

Developed three open-ended response questions. 5

Developed three closed-ended questions. 5

Developed four scaled response questions. 5

Clarity / Organization You are expected to meet the following requirements with ease in a 300 level

course. Penalties will be calculated as a percentage up to 50% of the grade and will apply if the following criteria are not met.

Applied informative essay style. W riting style, grammar, and APA 6th edition formatting.

Applied proper APA 6th edition formatting style; including in-text citations, title

page, and reference page.

No spelling and grammatical mistakes.

Used appropriate language related to the strategy theories, concepts, and principles learned.

Professional use of abbreviations and acronyms.

Total Gross Assignment Score: 60

Late Penalty (-10% 1 week late, -20% for over one week. Prior approval for

any projects later than 2 weeks.)

Total