MT355-3: Design appropriate data collection methods.
Marketing researchers must become highly skilled at designing appropriate methods of data collection, especially when it comes to designing a data collection methodology, and developing survey questions used in the construction of a data collection form.
You are the new director of marketing for your chosen company. You have previously identified a marketing related problem or opportunity to study using marketing research principles. You have already identified a viable marketing related problem or opportunity to study, and you created research questions and objectives. You conducted research and developed a literature review to inform your strategic decision-making on the type of research design that would be most appropriate for your marketing research study. After an extensive evaluation, the C-level executives made the decision to proceed with the research. Now it’s time for you to design the sampling and measurement plan. In addition, you will create a prototype of the survey instrument that will be used to collect primary data for your marketing research study. Use the following criteria to explore your chosen award-winning organization to continue preparing a marketing research design:
Assignment Requirements: Outline the “Definition of the Target Population and Sample Size”, and “Sample Design and Data Collection Method” sections of your marketing research proposal (refer to pages 161-162 in your textbook).
Choose your Company:
1. Choose an award winning company from the Baldrige Performance Excellence Program website to study. You will evaluate the “Award Application Summary” as a business case for your chosen company.
—see attachment company of Award Application Summarty
2. Role of Sampling: Examine the role of sampling in the research process in a marketing research study.
– In an introductory paragraph, provide three (3) examples of how sampling adds value in a marketing research study (refer to pages 144-150 in your textbook).
3. Sampling Design Outline: Construct a sampling design for a marketing research study (refer to pages 161-162 in your textbook).
– Identify and explain the target population, and sampling units for your marketing research study (refer to pages 144-146 in your textbook).
– Identify the sampling frames needed for your marketing research study. Provide reasoning (refer to pages 146 in your textbook).
– Use research (including your textbook or other peer-reviewed resources from the Purdue Global Library) to substantiate your sampling design outline decisions.
4. Sample Design Size: Analyze the factors that determine a sample size for qualitative and quantitative data collection methods in a marketing research study.
– Explain why your marketing research study will employ a probability or nonprobability sampling design (refer to pages 148-152 in your textbook).
– Explain the sample size of your marketing research study will require (refer to pages 157-162 in your textbook).
– Use research (including your textbook or other peer-reviewed resources from the Purdue Global Library) to substantiate your sampling design size decisions.
5. Value of Measurement: Analyze the value of measurement in data collection instruments.
– Explain the value of measurement in a marketing research study (refer to pages 168-169 in your textbook).
– Explain the value of construct in a data collection instrument (refer to pages 169-173 in your textbook).
– Choose two measurement scales, and explain how they will be used in your data collection instrument (refer to pages 173-194 in your textbook).
6. Data Collection Plan: Design a data collection plan for a questionnaire. Outline the data collection plan using headings and subheadings to present a valid and reliable questionnaire (refer to pages 202-203 in your textbook).
– Explain why applying the steps in the questionnaire design are important to apply in your data collection plan (refer to Chapter 8 in your textbook).
– Complete step 1 in the questionnaire design process. Explain how and why your research objectives and information requirements are confirmed (refer to page 204 in your textbook).
– Complete step 2. Select an appropriate data collection method, and provide reasoning for your decision (refer to pages 204-205 in your textbook).
7. Questionnaire Instrument: Design a data collection instrument using a mixture of qualitative and quantitative techniques for a marketing research study.
– Using the knowledge in step 3 of the questionnaire design process, create four (4) unstructured questions for your survey questionnaire (refer to pages 205-219 in your textbook).
– Using the knowledge in step 3 of the questionnaire design process, create four (4) structured questions for your survey questionnaire (refer to pages 205-219 in your textbook).
– Format the layout, and explain the flow of your questionnaire.
8. Cover Letter: Develop a cover letter for inclusion in the introductory section data collection instruments.
– The cover letter follows the ten (10) guidelines for developing a cover letter and questionnaire introductory section (refer to page 220 in your textbook).
9. Writing and APA Formatting
– Use your textbook to substantiate your critical thinking, and to provide viable reasoning for your perspectives.
– Include a title page, reference page, running headers, headings, page numbers, etc.
– Apply current APA style to in-text citations, with minor errors.
– Apply current APA style to references, with minor to no errors.
– Use resources from reliable and/or scholarly sources.
– Use focused, concise, and organized writing.
Articulate at a college level.
– Few, or no grammar or punctuation errors. – Use non-offensive, inclusive, and respectful language.
– Write in third person to develop your marketing research deliverable.
– For additional help with writing style, and APA formatting, please visit the Writing Center accessed through the Academic Success Center within the Academic Tools area of the course.
– Review the grading rubric before beginning this assignment.
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