Assignment: Survey Questionnaire
Note: This assignment can be completed in teams with a maximum of two people per team.
Scenario: You have been hired by a company that publishes textbooks to explore students' perceptions, expectations, and usage of printed and online textbooks. Specifically, the publisher wants to understand students' perception of the different textbook formats, in addition to learning more about how students physically usetextbooks, how students use online resources that accompany textbooks, the duration students keep textbooks, and if they sell and buy used printed textbooks.
The publisher wants to determine whether it is important to continue offering textbooks in different formats and if so, in what form and with what support materials. This information should help the company meet the needs of both prospective and existing students as well as professors.
Your Task: As the marketing researcher is to prepare a survey questionnaire.
To prepare yourself, here are the general activities you will need to perform:
1. Summarize the management problem and the marketing research issues faced by the publisher. What information isneeded to make better decisions? Define the target market or population that has the information you need.
2. Conduct basic secondary data research to gain some background and perspective. What are the issues, challenges, and opportunities faced by publishers with respect to textbook publishing (consider using a framework to complete your analysis such as PESTEL or SWOT)? Cite your references.
3. State your research purpose, and then write at least three specific (SMART) research objectives.
4. Create a self-administered survey. This questionnaire should take no more than 10 minutes to complete and include at least five different question types and scaling techniques with at least two different NOIR elements. Provide the questionnaire in print-form in Appendix A (not online).
5. Furthermore, identify the research objective that each question is intended to answer by placing "(RO#)" at the end of the question, replacing the # sign with the actual number.
6. Pre-test the questionnaire with a small number (5) of respondents-include a brief summary of your findings from the pre-test process, and "fix" the survey, as necessary.
7. Within the methodology section of your report, make sure to define the population, sampling frame, and sample size that you will be using for this part of the project. Furthermore, provide a brief description of how you would recommend administering the questionnaire to students (i.e., how would you make them aware of it?)
To conclude the project, provide the following sections:
8. Discussion: In this section, describe the combined results of your analysis. What have you learned by conducting the interview and completing the pre-test questionnaire analysis?
9. Conclusion: Provide a conclusion and recommendation based on your initial analysis.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.