MKTG1045 Market Research - Final Assessment

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QUESTION 3

Your client, Hanover, is highly satisfied with the data analysis plan you outlined for Assessment Question 1 and the data analysis you conducted for Assessment Question 2.

Now, Hanover have requested that you conduct a short follow-up survey aimed at better understanding the attitudes and behaviours of individuals on the issue of homelessness, as well as their perceptions of the Victorian State Government, during the COVID-19 lockdown.

Hanover have sent you a draft of this new survey, which you will see below under ‘Hanover Draft Follow-up Survey’. 

You will need to review the draft survey and for each question in the draft survey:

  1. Identify and explain any problem/s with the question wording and/or the measurement scale used. If you do not see any problem/s with a question, explain why this is the case.
  2. Rewrite the survey question and/or measurement scale in a way that addresses the problem/s you identified. 
  3. Last, make a recommendation to Hanover as to which survey mode they should use to distribute this follow-up survey. Outline three factors that you considered and how each factor influenced your decision of which survey mode to recommend to Hanover.

(16 marks)

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