Unit 5 DB Marketing

User Generated

Cvnab1964

Business Finance

Description

Throughout your studies, you will be presented with opportunities to respond to other people's opinions and comments. Please respond to your Discussion topic after you have completed the Reading.

Primary Data Collection

Your employer, a commercial marketing research firm, has been contracted to study the usage patterns and brand preferences for fast food among senior citizens in the United States. You have been assigned to develop a suitable questionnaire and method of administration to collect the desired information.

You have two topics to address in this Discussion which means you will need to make a substantial post. Make sure you read the description of a solid post in the Announcement Area. (NOTE: Points will be deducted for weak posts). You are required to respond to at least two of your classmates. These responses need to be of quality and have meaning in order to add to the learning process.

Discussion Topic 1:

What potential problems might arise in the design and administration of the questionnaire because of the unique nature of the population in question? List the problems you foresee and provide the solutions.

What method of administration would you recommend? Why?

Discussion Topic 2:

Questionnaire design is conducted using only generalized conventions and procedures. Because of this, two researchers with the same objective may design very different questionnaires. Keeping this in mind, critically evaluate the questionnaire offered in the "Caldera Industries" Case Study.

Answer the following questions in essay format:

  • What are the good points of the Caldera Industries questionnaire?
  • What features would you change?
  • Provide specific examples and justify them if you feel an alternative technique would provide more useful information.

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Explanation & Answer

Attached.

Running head: MARKETING

1

Marketing
Name:
Professor:
Course:
Institution:
Date:

MARKETING

2

Potential problems that may arise in design and administration of the questionnaire
Ambiguous questions
Questions may contain negative wordings such as “not’’ which requires respondents to
either agree or disagree with the questions. The end result is that they will be confused and
challenged.
Compound questions
Use of words such as “or’’ and “and’’ may make questions look compound to the elderly.
Such words may bring ambiguity hence not serving the intended purpose.
Unnecessary questions
Some questions may be included by mistake yet they are not necessary to the
respondents. This may result in an inaccuracy of the end results. The questionnaire should only
have the necessary questions that can add value to the research work being done (Hair Jr et al,
2014)
Lengthy questionnaires
Questionnaires may be longer hence not suitable for some respondents. The long
questionnaire may discourage some respondents from reading the whole question or lose
concentration; as a result, the respondent may answer questions they don’t understand well.
Too many open-ended questions

MARKETING

3

This will require proper human review and analysis which is not suitable for the
respondents. It is important to note ...


Anonymous
Really useful study material!

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