ADMS 4260 Marketing Research Assignment

Assignment Help Marketing Research

Reference no: EM132461313

ADMS 4260 - Marketing Research - York University

Assignment : QUESTIONNAIRE DESIGN

Your marketing research consultancy has received a Request for Proposal from Peregrine Capital to conduct research that assesses the opportunity for marketing investment products and wealth management services to GTA Millennials. In evaluating whether or not to enter this market, the client identifies the following research questions:

Question 1. What characteristics, attitudes and behaviors define the GTA Millennial market for investment products and services?

Question 2. How do Millennials feel about saving and investing?

Question 3. What type of assets and debts are held by the Millennials, and what is the value of those assets/debts?

Question 4. How likely are Millennials to purchase various investment ‘products' and wealth management services, and to what extent are purchase intentions affected by price and service?

Question 5. How do financial saving/investment attitudes, behaviors and purchase intentions vary by Millennial characteristics?

Design a questionnaire to gather primary data on GTA Millennial investing attitudes and behavior to be administered as an internet-based sample survey.

Include a polished draft of the questionnaire as an appendix and organize the discussion that accompanies the questionnaire around the following headings:

Part I. Information to be Collected: Explain why a cross-sectional sample survey is the correct research design for the Peregrine Capital study. Use a figure/table to classify the required information according to the following categories: i) state of being, mind, behavior, intention, and ii) independent/ dependent variables. Identify key secondary sources to supplement the primary data gathered by your questionnaire.

Part II. Definitions of Key Variables: Define and operationalize two independent and two dependent variables. Explain choices about structure, disguise, question wording and sequence for each of these four variables, illustrating trade-offs.

Part III. Other Design Features: Describe any other design features included in the questionnaire to improve data quality and response rates.

Reference no: EM132461313

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