MKTG1395 Marketing Research - Assessment 3: Consultancy report

Assessment 3

QUESTION 1 (30 marks)

Critically evaluate and make recommendations on how to improve, the draft questionnaire developed for the research (pages 6-16). Specifically, discuss

1. if the questionnaire will collect the data needed to address the research objectives of Study 1 of the research;
2. the appropriateness of the length, structure, and layout;
3. use of screening and skip questions;
4. phrasing of the questions; and
5. use of different scale levels/types.

QUESTION 2 (15 marks)
Given the suggestions you have made to improve the questionnaire in Question 1, what specific data collection (survey) method would you recommend for this survey in Phase 1? What are the advantages and disadvantages of using your recommended method? How do you recommend this is data collection method could be implemented?

QUESTION 3 (15 marks)
Considering the specification of the research sample given in the research brief (page 4), recommend a complete sampling plan for Phase 1 of this research. As part of your sampling plan, discuss the advantages and disadvantages of your recommended sampling method.

QUESTION 4 (15 marks)
Explain how you will analyse and report the data collected from your improved version questionnaire developed for Phase 1. In your discussion explain three inferential statistical tests that would be appropriate to address research questions 1, 2 and 3.

QUESTION 5 (25 marks)
The client is interested in your recommendations on a research plan for Phase 2 of the research program. Specifically, you should:

1. Recommend an appropriate research design and data collection method. What are the advantages and disadvantages of using your recommended method? (10 marks)
2. Describe how the data collection method could be implemented. (10 marks)
3. Recommend an appropriate sampling plan. What are the advantages and disadvantages of using this method? (5 marks)

In your response you should discuss and justify your recommendation using theory, and show how this would address the research question relevant to Phase 2.