MARKETING RESEARCH
Survey Design
In this assignment, you will build on the initial research problem assignment.
1. In 1-2 paragraphs, discuss how you will use quantitative research for this study, incorporating support from research in current APA format.
2. Review the Survey Research and Questionnaire Design sections in the Zikmund & Babin text. In 1-2 paragraphs, briefly describe the methodology you will use for your research. (For example, submitting an online survey using Survey Monkey through your online social media channels over a period of 7 days, targeting 35 valid responses from a university student population. Do not exceed 10 days so that you can stay on target for the next assignment submissions.) Be specific here, clearly defining who your target population is for survey distribution, how you will deploy your survey, and your sample size. (There is a lot of research around appropriate sample size for a reliable and valid survey; for these assignments, target 30 valid and fully completed survey responses.)
3. Submit your Questionnaire Design. Please include a mix of questions that are relevant to your research problem, targeting 8-10 questions. Questions should include demographic information such as age, gender, income, etc. as this is important information to help you with analyzing your data in the next step of this assignment. Also, please include fixed-alternative questions (provide a scale or specific answer options for the respondent to select from). Do not use open-ended questions as these will be difficult to code in the next step. You may find that a survey instrument already exists for your research problem. You may use a previously tested survey but must attribute credit to the survey source.
4. Please submit this assignment as a continuation of your Part 1 submission, incorporating your written components into the document in paragraph format (with appropriate section headings), and including the Survey questionnaire as Appendix I at the end of your document (after the references section). Your paper should now be approximately 4-6 pages.
The organization of the Marketing Research Report sections/headings is as follows: Title page, Body of Report (Introduction, Research Problem, Literature Review, Methodology, Results, Conclusions and Recommendations), References, Appendix i, Appendix ii, Appendix iii.
5. In preparation for Part 3, deploy your survey through the methodology you have outlined and begin collecting your survey data once you have received and incorporated Part 2 assignment feedback.