Reference no: EM132235053

Case study :

Doggie Heaven is a charity that looks after elderly dogs that have been abandoned by their owners. The charity relies on donations to cover expenses. Sixty-five percent of the money donated each year is from bequests (where someone leaves money to the charity when they die). This means that a lot of the income is from donations that can't be repeated. Other sources of donations include a popular Mobile app that lets donors set up a regular monthly donation, but, while popular, donations through the app are small and form only 20% of total income each year. The other 15% of the donations come via credit card through the charity website, and cash and cheque donations by post or at the charity's headquarters.

Anne Fetch (the chief executive of Doggie Heaven) has been looking through the charity's records and noticed that donations in 2017 had dropped compared to 2016, and the same trend is evident in 2018. She's come to your market research company asking if you can help her to find out the cause of the reduction in donations. The charity can't afford to spend much on research so she wondered if you could just send a survey out to the people who use the Mobile app.

You think that jumping straight in with a survey might not be the ideal way to help the charity so you're going to give some guidance to Anne:

a) Describe each of the FOUR steps in the market research process, including examples relevant to the problem Doggie Heaven is experiencing.

b) Discuss the research approach (causal, descriptive or exploratory) that you think will provide most insight into why donations are dropping and how to reverse the trend.

c) Choose ONE primary data collection method that you think would provide useful information to Doggie Heaven, and briefly explain how you would implement it.