Reference no: EM132222240 , Length: word count:2500

Quantitative Research Report Assignment Tasks -

Part A - You are required to conceptualise and design a research project. Think of a realistic marketing problem/situation or an opportunity that requires further research. Some examples may include the following:

• Consumer satisfaction with a product or service.
• Ascertain the target market's demographic and psychographic profile.
• An assessment of consumer product/service attribute preferences.

(You may choose any other suitable marketing problem/issue. Please feel free to discuss your potential topics with me prior to beginning your project).

Your report would include details on the following aspects:

1. Outline and briefly explain the problem/opportunity as well as your information needs.

2. Identify the research design you intend to use to answer the problem/opportunity. List and explain the types of measurement scales that you would use to collect the necessary information, and justify your choice of scales. (Note: you DO NOT need to collect primary data. Just explain the type of scales that you intend to use in the questionnaire).

3. Outline the sampling design for your proposed study along with a robust rationale.

4. Design a paper or web-based questionnaire using the guidelines provided in text/study guide. Ensure that the questionnaire is consistent with your overall plan. Include the survey in the appendix of your report (Note: You may choose to use a free web-based survey tool. If you do, please include a link, as part of your submission).

5. Discuss the data collection technique and provide a clear rationale. Explaining the advantages and disadvantages of your chosen collection method, i.e. paper (e.g. mail, cold calling) or web-based (e.g. email, web panel).

6. Propose a data analysis strategy with a strong rationale for the same. Remember that you do not have to collect any primary data. You have to tell us which techniques you would use (had you actually collected the data) and why.

Part B - A recreational goods store is conducting research into understanding their target market. They are wanting to develop a new marketing campaign that will appeal to the target market identified. They conducted a survey of 30 visitors to the store, looking at the preference for an outdoor lifestyle; how much they enjoyed nature and the weather; if they felt they lived in harmony with the environment; if they exercised regularly; and, whether they enjoyed the outdoors to meet other people.

The complete survey and data can be downloaded from the resources folder in interact2.

Conduct a quantitative data analysis using SPSS and basic data analysis tools, including:

• Measures of central tendency
• Cross-tabulation
• Frequency Distribution

What conclusions can you draw from the data regarding the stores' target market?

This assessment task will assess the following learning outcome/s:

• be able to design and implement specific stages of the research process for a qualitative and quantitative research project.
• be able to specify, evaluate and interpret research data effectively.
• be able to understand and apply quantitative survey method.
• be able to effectively write research reports.

Report Structure -

Table of Contents

Part A - Executive summary

• Introduction - Problem definition
• Research Design
• Measurement Scales
• Sampling Design
• Data Collection Technique
• Data Analysis Strategy

Part B -

• Data analysis
• Conclusion

Reference list

Appendix - Survey.