SDSU How Looters Affected Small Businesses During the Protest Research Proposal

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avxxvo

Business Finance

San Diego State University

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Providing everything in the document. He puts a lot of tips which you should look at which will help. Please pay close attention to this project there's a lot of information especially the red and blue font. You must use Qualtrics for the survey. You have to make the questionnaire on qualtrics and then export the outline and stuff and also attach screenshots of it. I will provide my sdsu qualtrics login information for you to use. Have to make questionnaire based on my project topic:

My topic is How have looters affected small businesses during the protest. I will give you one link. I'm not sure how many outside sources you can use. Its all on the directions document. This was my discussion board to get an idea:

How have looters affected small businesses during the protest?

Due to the Black Lives Matter movement people from all the around the country were protesting. During these protest some people went around looting other people’s innocent businesses. They stole, damaged property, and some people even got injured during this. I’m not saying all the protestors did this. Most of the protests were peaceful. This affected me because my dad owns a liquor store in San Diego and was stressed for weeks even had to board up the store because how scared we were that our business would be destroyed. This article I found goes further into how it affected the businesses.https://www.nbcnews.com/business/business-news/first-came-pandemic-then-looting-small-businesses-pick-pieces-their-n1224776

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Marketing Research Project Assignment: Marketing Research ​PROPOSAL TABLE OF CONTENTS Assignment Summary & Overview: 2 Learning Goals: 2 Resources for Assignment 3 Format of your Market Research PROPOSAL 4 Project Rules for Your Questionnaire Design 7 PROJECT 1: STUDENT HELP & FAQ SECTION 8 Tip 1: Identifying an Interesting and Appropriate Research Question 8 RQ Source #1: A Business Problem Triggers the Need for Marketing Research 8 RQ Source #2: Identify an Interesting Previous Study to Modify and Replicate 9 RQ Source #3: A Recent News Article or Event Inspires a Research Project 10 RQ Source #4: A Student Observes a Market Problem from the Perspective of the Consumer 11 Tip 2: Identifying a Feasible Marketing Research Question 13 Suggestion 1: Your Research Question calls for cross-sectional, not longitudinal, analysis. 13 Suggestion 2: Your Research Question has either (or both): a (1) large qualifying population of interest that is (2) easy to identify in the population. 13 Suggestion 3: Your Research Question has a population of interest that is not limited to only studying SDSU students. 14 Suggestion 4: Your Research Question can be investigated online or brief in-person survey / experiment. 14 Tip 3: Defining / Motivating the Business & Research Problem 15 Tip 4: Writing Clear Marketing Research Questions / Objectives 17 Tip 5: MRP Tips - Providing High Quality Operational Definitions 19 Tip 6: Data Collection Instruments and Code Books 22 Tip 7: Making Sure Your Qualtrics Survey Instrument is Ready to Go 24 GENERAL SURVEY ISSUES COMMONLY OVERLOOKED BY STUDENTS: 24 QUALTRICS ISSUES TO CHECK: 24 Tip 8 - Explaining Your Data Collection Methods & Sampling Technique Clearly & Effectively 26 Tip 9: Presenting your Qualtrics Survey in Your Appendix 28 GRADING RUBRIC PROJECT 1 29 Page 1 of 28 Assignment Summary & Overview: You will develop a ​high quality​ and ​feasible​ marketing research project that utilizes primary research and an online questionnaire (and/or experiment for data collection). Your proposal will be about a ​specific r​ esearch question ​you​ choose (see the online discussion for the broad topic area selected by the professor). This proposal will be graded and evaluated by the professor. Following Project 1, after the professor has graded and evaluated all of the student proposals, the professor will then select a few “best in class” research proposals. The professor will merge these research proposals into a single “grand” research proposal and single, integrated online questionnaire. Each student will then be responsible for collecting data using this online instrument. In Project 2, each individual student will choose which portion(s) of the collected data they wish to analyze and report upon. Learning Goals of Project 1: ● ● ● ● ● Identify​ a marketing problem (business, social, or academic) that is (at least partly) addressable via a research study. Explain​ the significance of the marketing problem using, in part, secondary research. Demonstrate​ the ability to translate a marketing problem into one appropriate research question that is clear and feasible to address within the resource constraints. Select​ an appropriate, feasible research design (appropriate for research question & appropriate within resource constraints) and ​defend​ the appropriateness (and note limitations / risks) of the research design. This includes: ○ The data collection / sampling procedure ○ The instrument(s) used for data collection ○ The coding / scoring protocol Develop and present​ ​the aforementioned in a professional-grade market research proposal Page 2 of 28 Resources for this Assignment There are a wide variety of resources made available to you for this project. They are meant to help illustrate / guide / clarify a variety of issues that students often have when confronted with the task of creating a market research proposal. ● ● ● ● ● This Document ○ I have EXTENSIVE FAQ, tips, discussion, and suggestions in this document. A thorough reading of this document (yes, the Appendices as well!) is expected. Your assigned readings ○ One assigned chapter reading talks in detail about the philosophy and content of a market research report. A proposal is, essentially, just an expression of what the report will be once the study is completed. ○ The introductory chapters (Vol. 1) help explain how to develop a good research question. ○ Many other chapters deal explicitly with creating surveys, data collection forms, sampling, etc. Class videos & lectures ○ The class is designed around the concept of teaching someone how to complete a market research project start to finish. Thus, a fair question to ask yourself during every video & lecture is: “how does this knowledge improve my ability to conduct a market research project?” Support material on course website ○ In the course website, you will find readings, templates, and other material I have made specifically for you to utilize while working on different components of this project. Use them! The Internet ○ I expect you adopt some principles of an autodidact. We live in an era of unparalleled access to brilliant, thoughtful, clear, helpful, free digital resources. There are many that can help with designing a market research proposal. The SDSU Library, Google Scholar, and other digital sources (even the ones I don’t explicitly point you to!) are available to you! Page 3 of 28 Format of your Market Research PROPOSAL It is recommended you follow this format for your project. In the real world (or possibly in the case of your project), research proposals and reports don’t always follow this exact format, but all of this content listed in this template will be present in any high quality report. When submitting your proposal, make sure you have all the headers and subheaders present, but for the sections that can’t be completed yet simply write “​Pending Final Report”​ in those sections. The​ Appendix​ of this document has extensive comments about what should go in each section and what high quality content looks like. LEGEND: RED SECTIONS These are sections you ​should​ have completed as part of Project 1. When submitting Project 1, these sections should be ​COMPLETED​, as in, “ready to go” BLUE SECTIONS These are brief comments I added to help you understand what belongs in a section. Again, the Appendix of this document is where detailed instructions can be found! RESEARCH PROPOSAL TEMPLATE: 1. TITLE PAGE​ ​[single page] [Title of Your Research Proposal; Student Name & REDID; Semester, Year, Class Time; Date of Submission] [Note: Please focus your time & energy on high quality content WITHIN the report. Sometimes students seem to spend a long time making a fantastic, professional Title Page, but neglect to place energy on the actual project proposal! Look, we’re all marketers here, so we can all appreciate slick branding… but trust me when I say your energies are best spent on the *actual* quality of your research proposal!] TITLE OF YOUR RESEARCH PROPOSAL 2. INTRODUCTION​ - ​[should be about 1 to 1.5 pages double-spaced] a. Motivation for Project & Problem Definition [See this TIP] [See this TIP] [See this TIP] b. Background Information ​[precise placement of this section may vary in introduction depending on narrative needs] c. Research Question(s) ​[Regardless of how you structure the Introduction, make sure your Research Question(s) section is clear and distinct for the reader. Be Page 4 of 28 100% clear about what question you’re proposing to answer with your research!] [See this TIP] 3. RESEARCH METHODS​ -​ [not including any tables or figures, should be about 1 to 1.5 pages double spaced] a. Research Design [this part is about 0.5 to 1 page double-spaced, it acts as a “summary overview” of how you propose to conduct the actual research, while the next three sections get into more detail on specific parts of the research design] b. Operational Definitions [usually best to organize into a 2-column table, the term to be defined in the first column, the definition description in the second column… as another example where both the conceptual and operational definitions are provided (a 3-column approach), see Appendix A in the B ​ aker, Kumar, Donthu (2016) ​article.] [See this TIP] c. Data Collection Instruments ​(questionnaire, experiment, interview forms, etc.)* *The ​full​ instruments are included in Appendix. In this section, you provide a brief, written overview of the scales and measures in your study [See this TIP] [See this TIP] d. Data Collection Methods & Sampling Strategy [describes details related to acquiring study participants. The study population, sampling frame, sampling approach. How they will be approached, how they will be qualified/verified, how many completed responses to collect.] [See this TIP] 4. ANALYSIS STRATEGY​ ​ ​[not including any tables or figures, should be about 0.5 pages double spaced] a. Proposed Analysis Strategy [*This is only lightly developed in the proposal stage (not to mention we have yet to cover much of anything about data analysis yet (!!!) … So, just a few sentences describing how you plan to analyze the data generated by your study, mock charts & figures support it] APPENDIX 5. DATA COLLECTION INSTRUMENTS [Check carefully my requirements for this section, you will present to me your proposed Qualtrics survey, while keeping in mind the constraints and requirements I have] a. Exported Qualtrics Survey [be sure to see the assignment section “P ​ roject Rules for Your Questionnaire Design​”]​ ​This version of the data collection instrument allows people to inspect your underlying coding, programming logic, etc. [See this TIP] b. Qualtrics Survey Screenshots [these are the Qualtrics survey screenshots; that is, they show how the Qualtrics Page 5 of 28 study will look from the perspective of someone participating in the study] [​see this TIP​] 6. REFERENCES / BIBLIOGRAPHY [* The Market Research Proposal will include most, but not necessarily all, of the citations used in the final report] a. Citations and References ​(​APA style​) Page 6 of 28 Project Rules for Your Questionnaire Design To manage the scope of this initial proposal, there are some restrictions and rules you need to follow when designing your questionnaire. Your questionnaire will be evaluated for the overall quality and appropriateness of the questionnaire items / survey design, and will also have to abide by the following requirements. Rule 1: ​Your submitted questionnaire will be between at least FIVE and no more than TEN questionnaire items. ● If you have skip logic / display logic for some of your questionnaire items, you may not have greater than 10 total questionnaire items ● Screening / qualification questions *do* count toward this number ● “Check all that apply”-style questionnaire items count as a single question. ● “​Matrix”-style​ questionnaire items count for X questions, where X is the number of questions in your matrix. Rule 2: ​Do ​not​ include any questionnaire items that are measuring demographic / socioeconomic factors. You can presume that standard demographic / socioeconomic questionnaire items will be included in the final class questionnaire. ● Even if your research question requires a demographic question (Example: “Do California residents support more plastic ban policies than people from other U.S. states?” ← clearly a “State of Residence” question would need to be included in your survey), don’t include any of these questionnaire items in your final submission for Project 1. ● Instead, add something like “Household income measured here” as a placeholder in your Qualtrics questionnaire (and it won’t count toward your max). This is fine! ● Any questions like this DO NOT count toward Rule 1. Rule 3: ​The overall design of your questionnaire (cover letter, order of the questionnaire, transition statements, instructions to the respondent, images/videos that might be part of the questionnaire, etc.) should be thoughtfully included in your design. That is, a good survey design is good TOTAL design, not just properly-worded questionnaire items! Rule 4:​ Every. Single. Question. Matters. The questionnaire items you include in your survey design should ​directly​ support addressing your research question(s). A perfectly designed questionnaire item that doesn’t support addressing the research question is the same thing as having a terribly designed questionnaire item. ● If “I just thought it might be interesting to find out if…” is your justification for a questionnaire item, that questionnaire item doesn't belong. Page 7 of 28 PROJECT 1: STUDENT HELP & FAQ SECTION Tip 1: Identifying an ​Interesting and Appropriate​ Research Question Students often have a difficult time identifying appropriate research questions for their semester-long project. Don’t worry! It is often difficult to come up with appropriate research questions. I will briefly explain some of the ways research questions are identified. I will also provide a few examples of previous student research projects. RQ Source #1: A Business Problem Triggers the Need for Marketing Research In the real world, this is the most common trigger for marketing research, but it is less common as a MKTG470 marketing research project since many students are not presently working for a business / have the necessary business experience to identify a relevant business problem. Previous Student Examples: Grub Hub: ​A previous student worked for the San Diego branch of the food delivery service, Grub Hub. One of the ways this company acquires new customers is by providing the first food delivery for free. While this is great to acquire new customers, it also ensures customer retention will be a challenge once it comes time to ask them to actually pay for the service. ​This is a business problem.​ However, Grub Hub did not know the type of customer who was most likely to use the service more than once. ​This is a research problem because ​information​ can be used to answer this question.​ Grub Hub wanted to know which type of customer is most likely to become a recurring user of the service, so the ​research question​ became: “What are the demographic characteristics of repeat Grub Hub users? What features and benefits do Grub Hub users value the most?” Page 8 of 28 Aztec Shops Does Nails?: ​Aztec Shops is planning on adding a nail salon in an underutilized corner of the SDSU bookstore. Aztec Shops did not know what price point for nail salon services were likely to maximize the profitability of the nail salon. ​This is a business problem​. Aztec shops would like to know the maximum price students would be willing to pay for nail salon services if the objective is to maximize profitability. ​This is a research problem because information​ can be used to answer this question. ​So, the research question became “Among students who might use nail salon services on campus, what is the estimated number of students who will pay for each service at a relatively low, typical, and premium pricing model?” RQ Source #2: Identify an Interesting Previous Study to Modify and Replicate An excellent (and underused!) way to identify an interesting research topic is to REPLICATE & EXTEND a research study that was already conducted by other marketing researchers. A REPLICATION study means that you intend to perfectly replicate the previous research to see if the results still hold up. A REPLICATION & EXTENSION, on the other hand, is where you try to capture the “essence” of the original research, but then you put your own unique spin on the research. This might be by slightly changing up how the research is conducted, who is studied, the context of the study, etc. In the following section, I provide a few examples of REPLICATION & EXTENSION studies. Hypothetical Examples: What kind of products do people buy who are most receptive to pseudo-profound bullshit? ​A student team read the article “On the reception and detection of pseudo-profound bullshuit,” by Pennycook et al. in a 2015 issue of ​Judgement and Decision Making​. In the study, the researchers presented people with “pseudo-profound bullshit” (an academic term!) statements and asked them to rate how profound the statements were. Then, the authors also took a series of personality measures and evaluated which personality traits were most strongly associated with people believing in bullshit statements. The student team thought this was very interesting, but they instead wanted to know what kinds of ​products​ and ​marketplace beliefs​ do believers of “psuedo-profound bullshit” have? So, the students replicated the study, but instead of measuring personality traits, they had people answer questions about the kinds of products they purchase (organic foods, tarot card readings, playing the lottery, participating in online personality quizzes, watching fantasy movies, reading comic books, etc.). Does Holding a Cat Make Men Seem Less Attractive? ​The journal ​Animals​ ​published a experimental study​ that investigated how heterosexual women reacted to photographs of men under conditions of “hold a cat” and “not holding a cat” (seriously, this study was ​covered by Page 9 of 28 CNN​ and other news outlets!). The results suggested that, on average, hetereosexual women found men “less dateable” when holding a cat. This study could be replicated among different populations and situations (do men who are attracted to men respond in a similar pattern as the results here? what if the men had been holding a small dog? And so on), or, could even be extended to cover more marketing-specific applications (imagine a would-be employer screening someone’s social media accounts prior to making a hiring decision for a sales position, would the would-be employer evaluate the person differently whether or not the pictures included photos with a cat?). Do people really discriminate against atheists? ​A student team was very interested by the research conducted by the company Atheist Shoes, “​USPS Discrimination Against Atheism?​” The student team decided to modify the Atheist Shoe study in a way that could be performed by MKTG470 students, but the core experiment was still designed to test the question “On average, does the perception of a product as ‘atheist’ cause people to dislike it?” Does Artistic Flair Influence the Value of Coffee Beverages?​ A student team read the article “Latte Art Influences Both the Expected and Rated Value of Milk-Based Coffee Drinks” by Van Doorn et al. in the 2015 issue of the ​Journal of Sensory Studies.​ Inspired by the research design and the findings, the students wondered if these results might also apply in the context of craft beer and mixed alcoholic beverages. The student team decided to test the effect of different glassware on the perceived and actual value of beer / mixed drinks. What ethical motives do people have for purchasing organic foods?​ A student team read the article “Ethical values and motives driving organic food choice,” by Honkanen et al. in a 2006 issue of the ​Journal of Consumer Behaviour.​ This study samples 1,283 Norwegian adults and studied how ethical motives for buying organic foods were connected to actual intentions to purchase organic foods. The student team was interested whether these factors still played a similar role among US young adults (a very different group), and wanted to investigate if there were other social & health motives (aside from just ethical motives) that also explained organic food consumption. RQ Source #3: A Recent News Article or Event Inspires a Research Project This is a common trigger that inspires a marketing research project. Interesting, “news worthy” events often lead students to think about the issue in a way that is relevant to marketing practice. Further, students often realize that news articles will ​suggest​ that something may be true (anecdotal evidence), but a proper market research study is required to actually investigate Examples: Page 10 of 28 How do Consumers Evaluate Brands Based on the Different Ways Brands Have Responded to the Black Lives Matter Movement? ​The response of corporate brands to the 2020 surge of the Black Lives Matter movement has been substantial. However, ​the tenor​, type​, ​and intensity​ of ​responses has varied​ substantially. ​Consumer reaction​ to BLM-motivated brand behaviors has varied as well. For consumers who personally align strongly with the BLM-movement, what sort of brand responses engender skepticism, suspicion, and cynicism? What brand responses engender respect, appreciation, identification, and approval? How do consumers make these judgments? Do these judgments correspond to meaningful changes in consumer behavior? How do Conspiracy Theorists Engage with Global Brands? ​Humans have long believed in conspiracy theories​. Still, under the backdrop of cheap and ​easy access to democratized communication platforms​ (message boards, reddit, Twitter, YouTube) and communication tools (video/audio editing software), web-based technology has facilitated the ability for like-minded conspiracy theorists to create ​durable communities unbounded by geographical constraints​. As marketers, the ways in which brands may find themselves ​centered​ or indirectly connected to conspiracy theories can be unexpected (​Monster Energy​, ​Proctor&Gamble​, ​Wayfair​, as other examples). When presented with conspiracy theories centered around brands, do consumers of the brand alter their assessment or behaviors toward a brand? How do Different Consumers Perceive and Evaluate Brands’ Marketing Behaviors During an Environmental Crisis? What are the Consequences to Brands? ​Consider the 2017 Hurricane Harvey and the devastation it has brought to Houston, Texas. Many companies and brands have reacted to this crisis in a variety of ways. Sometimes it is ambiguous if these behaviors are benevolent, benign, or manipulative. Consider this story about Best ​“price gouging” consumers for cases of water​. Best Buy sold the cases of water at the retail price they typically sell each individual bottle of water. Is this price gouging? Is this unfair? Is this ethical? Is it moral? Should the brand be punished? The answer to these questions and others likely depend on the belief and worldview of different consumers and the manner in which Best Buy frames and explains their behaviors. A marketing research study could explore this topic in further detail. Does the Acquisition of Craft Breweries by “Big Beer” threaten their credibility, authenticity, and sales among hardcore craft beer drinkers?​ When Ballast Point was sold to Constellation Brands for over $1 Billion, a lot of people paid close attention, especially the enthusiastic craft beer drinkers of San Diego. Other recent acquisitions of notable craft breweries (Lagunitas and Saint Archer) are emblematic of the new wave of acquisitions and mergers in the craft beer scene. On the other hand, breweries like Stone Brewing are determined to stay independent and not “sell out” to “Big Beer.” An interesting marketing question emerges from this new activity in the marketplace – since some craft beer drinkers embraced the counter-to-mainstream nature of craft breweries, does this new set of mergers and acquisitions threaten the brand equity of some of these well-established craft breweries? Page 11 of 28 RQ Source #4: A Student Observes a Market Problem from the Perspective of the Consumer Marketing research can also be motivated by observing problems from the perspective of the consumer. Since all MKTG470 students are, indeed, consumers, this is a typical point from where a research project is inspired. Previous Student Examples: What is a “Party School”? Is San Diego a “Party School”? If so, does this perception Affect how Graduates of SDSU are Perceived by Future Employers? ​A student team perceived that SDSU was known as a “party school,” although upon closer reflection they realized the term “party school” is ambiguous and required closer investigation. Then, the students wondered if career prospects for SDSU graduates might be somewhat hampered by employers, managers, and HR managers who review SDSU graduates. The students wanted to investigate whether or not there was evidence of this perception. What are the tradeoffs, if any, between employment and timely graduation for students? What sort of strategic choices do students make? ​The CSU system aims to have a large majority of students graduate in a “timely” fashion by 2025 (​see this link​). However, to date, little work has considered the possibility that some students may choose to strategically delay their graduation in order to improve their employment prospects. Who are these students? How big of a trade-off are they willing to make? What other factors influence their decision making? Page 12 of 28 Tip 2: Identifying a ​Feasible​ Marketing Research Question A “good” marketing research question should be feasible to investigate within the time and resources available. For example, a research question like “Over the last decade, which forms of earned, owned, and paid digital marketing have had the highest and lowest ROI for consumer brands across 18 different product categories?” is truly fascinating, important, and would be of great interest to thousands of marketers -- and there is absolutely no way you could possibly address it within a single introductory marketing research class! In the spirit of “feasibility,” here are some tips to make sure your project is more likely to be successful within this course: Suggestion 1: Your Research Question calls for cross-sectional, not longitudinal, analysis. A ​cross-sectional study​ means you intend to analyze are data at a single point in time, while a longitudinal study means you intend to analyze data and ​compare​ it across different time points. Longitudinal studies are often very powerful, because they allow marketers to observe ​change and ​trends​. However, given our compact timeline, longitudinal studies can be tricky to pull off unless​ you intend to use secondary research that someone else already did as the basis for time comparison. Suggestion 2: Your Research Question has either: a (1) large qualifying population of interest and/or is (2) easy to identify the population. Rare, hard to identify consumers take more time and money to sample. You have no money and little time! Thus, a research question that calls for studying only “Pokemon Go players who have achieved level 38 or above” is going to be much more challenging than “Anyone who plays or is aware of Pokemon Go”. Page 13 of 28 Suggestion 3: Your Research Question has a population of interest that is ​not​ limited to only studying SDSU students. While some student Marketing Research projects require that only SDSU students be the population of interest, I encourage you to not limit yourself to this population definition if you don’t have to. SDSU Students get swarmed with requests to participate in other student research projects; this has the effect of lowering response rates and diminishing response quality. As a general rule, studies that qualify just about anyone who is 18+ (such as “Adults 18+ who are considering taking a vacation in the next year” or “Adults 18+ who have at least one social media account”) work well in this course. Suggestion 4: Your Research Question can be investigated online or through a brief in-person survey / experiment. Telephone and door-to-door studies can be very high quality, but they are expensive and time consuming. Online studies are more practical for this class, or, alternatively, brief in-person studies where you recruit people using intercept-style strategies.* * When not in a global pandemic. Page 14 of 28 Tip 3: Defining / Motivating the Business & Research Problem You’re about to propose a massive research undertaking. In most situations (admittedly, not for this class!), that means you need to convince your reader (your boss / your potential client) that you deserve to be hired, given grant money, etc. A powerful way to justify your research proposal is to make a clear, convincing case to your audience that there is a ​problem worth addressing​ with research. Some things to keep in mind while developing this section (these are not subheaders, but rather topics to address as you craft this portion of the report): ● ● ● ● Know your audience and speak to them.​ Make sure you’re clear who you’re tailoring your research proposal to. A marketing manager is different from the general public, which is different from an academic audience which is different from an industry trade association, etc. You’ll find it to be much easier to develop this section when you keep your audience in mind. Since this is a student project, keep in mind that I’m always one of the audience members, and you need to convince me that you know who the other key audiences are for your research. Assume your audience is not as familiar with the issue as you are. ​Let’s say you want to do a study about consumer perceptions about GMO labeling on groceries. Don’t presume your audience knows what “GMO” means (even if they *​think​* they know, it’s probably different than your intention), and don’t presume they are familiar with the rules / regulations / options around GMO food labeling. Provide valid, trustworthy evidence for backing up your claims. ​ I mean clear, objective, empirical information that illustrates the nature of the problem. Personal anecdotes are ​extremely poor​ pieces of evidence. News articles loosely bringing up the issue in an anecdotal fashion are also poor pieces of evidence. ​Multiple​ sources from government reports, previous academic / industry research, and/or thoroughly in-depth industry news articles are good examples of evidence. If your project is a consulting project for a specific business, then clear, specific, explanations that directly explain the issue in the terms of the business would also be appropriate. A working rule can be “​cite it or don’t say it.​ ” Help your reader understand the magnitude / significance of the problem. Presume your reader doesn’t understand why the issue you’re talking about is an important issue worth solving. Provide clear evidence that demonstrates why this issue is a problem for a particular: business, industry, consumer, public policymaker, or some other potential stakeholder group. At the end of reading this section, the reader should be able to answer: “This research problem is worth solving ​because​…” Page 15 of 28 Tip 4: Writing ​Clear​ Marketing Research Questions / Objectives In the previous appendix sections, I have already explained some of the features of a “good” Research Question. In addition to the previous comments, a good Research Question has the following properties: ❏ Focused and Specific. ​The reader has a clear understanding of what you’re really attempting to answer. A clear research question usually makes it easy for a moderately competent reader to understand what specific variables need to be measured. ❏ It is an Empirical Question.​ While all business problems are requests for normative advice (what “​should​” we do? “Should we stop manufacturing iPods?”), marketing research can only directly answer objective issues (what “​is​”. Ex: “​iPod sales dropped to million in 2014 from a high of 54.8 million six years previous​.”). ❏ The Answer isn’t Already Known.​ If research superior to yours has already answered a question well, then your RQ isn’t particularly important. For example, “What are U.S. adults’ views on the safety of genetically modified foods?” would seem to be an appropriate research question, but ​Pew Research​ (among other sources) have already addressed this question with much more precision than you can. SOLUTION: usually narrowing your research question can resolve this problem. For example, to my knowledge, no one has ever investigated “Would SDSU students pay more or less for on campus lunch if all of the ingredients were certified GMO-free?”. ❏ Sub-Research Questions are Used (when appropriate). ​ In many instances, marketing research becomes interesting when we compare between different groups of consumers. For example, consider the previous example: “Would SDSU students pay more or less for on campus lunch if all of the ingredients were certified GMO-free?”. A sub-research question might be: “Does this vary between students who live on and off campus?” or “Does this vary between students who eat frequently vs. infrequently on campus?” EXAMPLES:​ Here are some examples of appropriate Research Questions that relate to the craft brewing industry in San Diego: ● ● What % of legal drinking age SDSU students consider themselves drinkers of craft beer? Does this % vary by gender, whether the student was born in San Diego county, or other demographics? Do SDSU student craft beer drinkers typically drink more or less alcohol than SDSU students who do not identify as craft beer drinkers? Do they typically spend more or less money on craft beer, beer, and alcohol in general? Page 16 of 28 ● ● ● ● ● Which San Diego county breweries are SDSU students aware of? How does this awareness level compare to the awareness of other popular national breweries? What are the most imbibed San Diego brewery beers among SDSU students? How does this compare to other popular beers? Do SDSU craft beer enthusiasts have different preferences for bars, restaurants, and other drinking establishments when compared to SDSU non-craft beer enthusiasts? Are SDSU students who drink beer willing to pay more, or have a preference for, craft beer produced by independently owned breweries? How have SDSU interactions with San Diego craft beer and breweries changed as a result of Covid-19? Research Question OR Research Objective? ​In most instances, the differences between a Research QUESTION and a Research OBJECTIVE are pretty trivial. One is framed as a question to be answered while the other is a stated intention of the work to be done. Let me illustrate how they are usually interchangeable. Research QUESTION format Research OBJECTIVE format What % of legal drinking age SDSU students consider themselves drinkers of craft beer? Does this % vary by gender, whether the student was born in San Diego county, or other demographics? → This study will assess the percentage of drinking age SDSU students who consider themselves craft beer drinkers. Further, this study will assess if this percentage varies across several demographic variables. What are the most imbibed San Diego brewery beers among SDSU students? How does this compare to other popular breweries? → This study will determine which San Diego breweries are the most consumed among SDSU students. The consumption of SD breweries will be compared to other popular national breweries as well. Are SDSU students who drink beer willing to pay more, or have a preference for, craft beer produced by independently owned breweries? → We will investigate whether SDSU students have (1) a preference and (2) a willingness to pay a premium for craft beer from independently-owned breweries. Page 17 of 28 Tip 5: MRP Tips - Providing High Quality Operational Definitions What is an “operational definition”? Surprisingly (and quite ironic in an ​Alanis Morissette​ sort of way), there are actually several definitions (​here​ and ​here​, for example). I’ll provide my own definition of operational definition here: An operational definition is used to define a ​conceptual​ term in such a way that it is: (a) clear about how the term is being used in the research study and (b) how the ​conceptual t ​ erm is to be ​measured​ in the study. You must provide operational definitions for all* of the abstract concepts you intend to measure in your study. *In some instances, the operational definition within marketing is either so uniformly understood, or the operational definition becomes so readily apparent once the measurement instrument is shown it isn’t necessary to provide a formal definition. I’ll give a few examples of what I mean by that. If I were you, I’d assume that you need to provide operational definitions. Page 18 of 28 What makes for a “high quality” operational definition? A high quality operational definition has several properties. In practice, students often overlook many of these features when providing operational definitions. Operational Definition Feature Comments Accepted / Consistent within the Broader Practice of Marketing Other experts in the field (marketing in general, business, or the industry) share the view that the operational definition is consistent with the concept to be measured. This usually means finding academic research / high quality industry research that has also used the same operational definition. For example, an operational definition of “​customer satisfaction”​ should probably be something closely related to the degree to which customer experience matched their expectations, as that is the ​widely accepted​ definition, even if there is some small variation within marketing about the precise definition of “customer satisfaction”. Aligned with the Conceptual Definition Related to the “Accepted within Practice” feature. That is, the way to measure the concept is consistent with the idea of the concept itself. As a silly example, if I said “The operational definition of ​household income​ is how many Facebook friends someone has,” it is quite apparent that the way I’m measuring HH Income is ridiculously far afield from what the concept is! If I said “The operational definition of ​household income​ is how much income household members earn from full-time employment,” it would be ​closer​ to an appropriate definition of HH Income, but it would still be overlooking all the types of income people earn n ways beside full-time employment (part-time, hobby businesses, pensions, etc.) Clarity in Measurement Procedure Some operational definitions strongly guide how a concept will be measured but fall short of explaining exactly how the concept is to be measured. This can be okay, but the full measurement and scoring procedure allows for more precision. Good example:​ “Customer satisfaction is defined as the degree to which a customer’s experience with the coffee shop matched their expectations of the experience. Customer satisfaction was measured by taking the average score on a two question satisfaction scale. This scale was used by the coffee shop for the last 5 years and was also used in the present study.” Objectivity in Measurement While many concepts measured in marketing are subjective (like attitudes toward brands), the measurement and scoring procedure for those subjective concepts should be performed as objectively as possible. BAD:​ “People who seemed to be happy when shown a picture of Adidas were scored as having a positive attitude toward Adidas” would be a highly subjective scoring procedure (what does “seeming to be happy” mean?) MUCH BETTER:​ “People who, on average, maintained an​ Affectiva >=10 valence score​ during the first three seconds of being exposed to a picture of Adidas were scored as having a positive attitude.” Notice how this sets an objective standard to measure the subjective property. Page 19 of 28 Some examples of operational definitions in marketing studies: Concept Operational Definition Comments / Critique Current Customer “A customer who has purchased at least one product from Business Z within the last 6 months.” “Current” is clearly the problem here. In this case, individual businesses, sometimes industries, have clear thresholds for what constitutes ‘current’ “, so I’d want to make sure this definition aligns with that. Compulsive Buying “Compulsive buying is defined as a consumer’s tendency to be preoccupied with buying that is revealed through repetitive buying and a lack of impulse control over buying (​Ridgway et al. 2008​). It is measured by taking the average score of six survey questions developed by Ridgway et al. 2008, each of which is on a 7-point intensity continuum.” Whew, “compulsive buying “ is a complex, multi-dimensional concept, so it was important to clearly define the concept and lay out how it was going to be operationally measured (and relying on previous academic work!). HH Income “Someone’s reported household annual income.” This is a bit lazy for an operational definition (what kind of survey question do they respond to? What type of scale?). While this is no doubt a problem, it's a bit less troublesome here since the concept of HH income is so ubiquitous in marketing that any practitioner should have a sense of the measurement technique. Page 20 of 28 Tip 6: Data Collection Instruments and Code Books Before programming a survey, questionnaire, or experiment into a data collection software platform (like Qualtrics, SurveyMonkey, etc.) it is important you build a proper DRAFT of your data collection instrument using a basic word processing program (Word, Google Docs). ​To be clear this is precisely what I do as well, it really helps! This is not something you turn in, but rather a tool you make for yourself to make your survey programming go smoothly. This DRAFT should have the following properties: 1. Exact questionnaire item wording the respondent sees 2. All possible response values the respondent sees 3. A variable name for each variable that will be tracked by the survey system (in the example below, these are in bracket in ​[BLUE] ​) 4. Response value codes that will be stored in the survey system (in the example, these are in brackets in ​[RED] ​) 5. Write out any conditional logic for showing / hiding / reordering questions that must eventually be programmed into the survey system (in the example, these are in ​GREEN​) 6. Comments, notes, and other details that may need to be made about programming the survey (italicized, in ​ORANGE​). 7. Cover letter, transition statements, additional instructions for respondents, images / videos that are going to be used as part of the stimuli, etc. 8. The Full Survey Flow (usually designed in something like Powerpoint). EXAMPLE: How much do you agree or disagree with the following statements: [FPack_1] ​I think fanny packs are a very versatile piece of clothing. [FPack_2] ​I think fanny packs are rather fashionable. [FPack_3] ​People who wear fanny packs are pretty cool. Each item measured using the scale: [1]​ ​Strongly Disagree [2]​ ​Disagree [3]​ ​Neither Agree nor Disagree [4]​ ​Agree [5]​ ​Strongly Agree [-999]​ ​I don’t know / Doesn’t Apply If respondent said “Agree” or “Strongly Agree” to FPAck_1, FPack2, and FPack3 show the next survey questions, otherwise skip the [Retail_Price] and [Purch_Price] questions. Page 21 of 28 Below is a picture of a fanny pack you might see for sale in an online clothing store. Imagine you saw this fanny pack on sale at its regular retail price. The respondent is randomly shown one of two possible images of fanny packs, width of each image is set to 600 pixels: Image 1: https://drive.google.com/file/d/1XQlWIkHlP8jFbr5aZPtnYNlPGDgSvbbP/view?usp=sharing Image 2: https://drive.google.com/file/d/1F2GOtcQI2fSwwcaP-9cb5ALnWwQb-aiH/view?usp=sharing [Retail_Price] ​Using your best guess, what price, in US dollars, do you think this product is being sold for? ​[Answer is open-ended box with numbers-only validation] [Purch_Price] ​In your personal opinion, what is the maximum price you would pay for this product while still considering it to be a good deal? [Answer is open-ended box with numbers-only validation] Page 22 of 28 Tip 7: Making Sure Your Qualtrics Survey Instrument is Ready to Go Here is a checklist of items I recommend you check before you think your survey really is complete: GENERAL SURVEY ISSUES COMMONLY OVERLOOKED BY STUDENTS: ❏ Does your survey have a short, appropriate, clear cover letter (that is, introduction)? ❏ Make sure you have useful, constructive ​transition statements​ (also see your class notes) between topics and sections. ❏ For many questions, “I don’t know” or “Not sure” or “No opinion” (or some other similar style of response) is entirely reasonable for your survey question. Did you give people the option to answer that way? QUALTRICS ISSUES TO CHECK: ❏ CODING:​ Does every single single question in the ​Qualtrics survey have an appropriate custom name and, if appropriate, appropriate coding scheme​? This feels like excessive work now, but it will save you an immense amount of heartache later when it is time to conduct your analysis! For example, in this question above I decided to: ❏ Rename it from the default “Q2” to “BFast” ❏ Switched the code value for “No” to 0 (by default Qualtrics had it as “2”) ❏ Switched the code value for “I don’t know / Can’t remember” to -999 (by default Qualtrics had it as “3”) ❏ Changed the Variable Naming to “IDK”. This pink section is how the information is stored inside the dataset (SPSS, Excel, etc.), and later when I’m conducting Page 23 of 28 analysis I determined that the short phrase “IDK” is all I will need to see to remember what the actual option was. ❏ VALIDATION: ​Do ​questions have VALIDATION​ if they need it? The most common reasons you need Qualtrics Validation is: ❏ Someone ​must​ answer the question in order to proceed (such as a screening question). ❏ It is a question so important to your study you really can’t allow someone to skip it (you’d rather have them quit the entire survey rather than just skip one question). ❏ It is an open-ended or write-in question and you want to make sure only proper values are written in. For example, if you request a 5-digit zip code, you can make it validate so that 5 numerical characters must be written. ❏ You have a ​Loop & Merge​ or ​Carry-Forward​, or ​Text Piping​ style question in your survey and they will only work correctly if people provide an answer to a previous survey question. ❏ LOOK & FEEL: ❏ You adjusted the ​LOOK & FEEL​. Themes like “Qualtrics 2017” are clean and professional, but the SDSU theme adds more credibility to your study. ❏ You properly set the ​SURVEY OPTIONS​. For example: ❏ Should your survey have a Back Button? Some should, some shouldn’t. ❏ Do you want to set a Survey Expiration? (meaning it is not accessible after a certain time) ❏ I recommend you set Partial Completions to Record after 4 hours ❏ DISPLAY, SKIP, AND FLOW: ​Did you TEST the survey to ensure that all of the following are ALWAYS working properly? Check all of the following by performing multiple checks in Survey Preview mode: ❏ If you have Randomization anywhere in your survey, does it always work correctly? ❏ If you have ​Display Logic​ or ​Skip Logic​, does it always work correctly? ❏ If your Survey Flow requires that different respondents are shown different portions of the survey, have you ensured it is programmed correctly? (“​Branch Logic​”) ❏ Did you check to see if the questions look appropriate on both PHONE and LAPTOPS? Page 24 of 28 Tip 8 - Explaining Your Data Collection Methods & Sampling Technique Clearly & Effectively At a high level, your market research proposal section concerned with sampling and data collection should convince the reader of the following. ❏ You have a clear understanding of WHO qualifies into your sample and WHY that group is the appropriate group to sample ❏ You have a clear understanding of HOW you will actually conduct the sampling, and you have CLEAR PROTOCOLS in place to help ensure the sample is more likely to be representative of the population (re: you have plans to mitigate against common forms of sampling error) ❏ Your sampling plan is feasible to be conducted using the time, money, and resources you have available ❏ You have used appropriate methods to determine the optimal sample size required for your study To achieve those items above, with regard to your ​Data Collection Method​ section, you will want to make sure this section addresses the following: ❏ You clearly explain the method you chose to collect data, and you explain why it is appropriate for your study (anonymous online survey, face-to-face surveys with a tablet, etc.). ❏ You have considered some of the likely sources of nonsampling error that might occur because of your data collection method. To achieve those items above, with regard to your ​Sampling Technique​ section, you will want to make sure this section addresses the following: ❏ Your population is clearly defined. ❏ Your ​sampling frame​ is clearly identified. ❏ Your procedure for drawing from the sampling frame is explained. ❏ You provide clear, appropriate evidence of how you arrived to your optimal sample size calculation. ❏ You have made reasonable assumptions to determine the ​Total Sampling Elements necessary to reach the optimal sample size. ❏ You have a plan in place for how you will validate the quality of your sample after data collection is complete (re: is there some way you could compare the demographics of your sample against the known population characteristics of your whole population?). For example, you could use this ​SDSU Analytic Studies & Institutional Research table​ to Page 25 of 28 determine the population of SDSU students by class level and age… then compare your sample to it (assuming your population of interest was SDSU students). Page 26 of 28 Tip 9: Presenting your Qualtrics Survey in Your Appendix In the GENERAL APPENDIX - DATA COLLECTION INSTRUMENTS section: ❏ Include an Appendix Subsection here called “​Exported Qualtrics Survey​”. First, I want you to export a Word document version of your survey using the following settings (​in Qualtrics, found under TOOLS ​-->​ Import/Export ​-->​ Export Survey to Word…)​. I need this because it shows me your programming, code names, and value codes. It DOESN’T export images and formatting, don’t stress about that! ❏ Include an Appendix Subsection here called “​Qualtrics Survey Screenshots​” ❏ In your appendix, take screenshots​ that show how your survey looks from the perspective of a respondent taking your study​. If you have a short and long-form of your survey (due to skip logic or survey flow decisions), show me the version that is the longest version of your study. If you have ​really​ complex survey flow logic, contact me for how to best present your screenshots. Page 27 of 28 GRADING RUBRIC PROJECT 1 (click here) Note that doing “acceptable” work for the entire project will maintain the “baseline” grade of 75/100 (which corresponds to the “acceptable work” standard outlined in the SDSU Policy File about student grades). You will have to ​exceed​ the acceptable work standard (see the rubric for examples) to earn a “B” or “A” on this project. Page 28 of 28
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How have Looters Affected Small Businesses During the Protest?

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Institution
Professor
Date

How have Looters Affected Small Businesses During the Protest?
Introduction
a. The motivation for Project & Problem Definition
Civil unrest triggered by the killing of George Floyd that occurred on May 25, 2020,
added to reeling small businesses in the U.S. were experiencing since the emergence of COVID19 pandemic (Oriola & Knight, 2020). The video recording exposed the injustice done to the
victim as he was suffocated to death in the hands of four Minneapolis Police Department
officers. It took a short while before the video went viral through social media, which resulted in
a countrywide uproar and proceeded to gain global attention in the quest for justice and social
change (Aryal, 2020). The unprecedented protests dubbed "Black Lives Matter," along with the
global pandemic, changed the course of doing business, intensely affecting small businesses
across America's states.
Small businesses are facing a difficult time. From restaurant owners, grocery stores,
farmers, and small startups, these are trying times in the attempt to keep business afloat and
reopening (Baker et al., 2020). The double tragedy of corona pandemic and “Black Lives Matter"
protests, the group will inevitably feel the pinch than any other (Dave et al., 2020). It is clear that
having violent protests in small cities and towns; is inviting a death trap for livelihood and
businesses, as witnessed with massive property damage.
b. Background Information
Black people in U.S. A have for too long experienced racial discrimination, and this was
a chance to say enough is enough in the call for respecting humanity. As much as looting during
the protest is in bad taste, it is directly linked to the social issues for too long has been haunting
America's business environment and economic performance. To establish a comprehensive

discussion on the impacts of looting on small businesses in America amid the protest, mass
incarceration cannot go unmentioned. Although they could seem unrelated, the issues are directly
interlinked. Borrowing from history, black people have always been targets for the police, as a
result of stereotyping and racial profiling, since they are perceived as criminals. During President
Johnson's era, a campaign strategy against war crime led to the mass incarceration of black
people; they became police targets. According to Davidson-Elliot (2019), the Thirteenth
Amendment, “Neither slavery nor involuntary servitude, except as a punishment for the crime of...


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