There are a variety of data collection methods available to marketing researchers. The objective
of this assignment is for students to create an instrument/tool that could be used to collect
information to address marketing research information needs. Students can choose one from
among the following three options:
Survey
Focus Group
Qualitative Interview
The selected option must address the following components.
Focus Group
Must include a recruitment questionnaire (minimum 3 questions)
Must include a screening question on age (for recruitment)
Must include a minimum of 2 demographic questions (for recruitment)
Must include a minimum of 3 activities, with at least 3 questions for discussion related to
each activity
Must outline the main information needs being addressed
Part 2-Marketing Research ProposalREQUIREMENTS
This paper is limited to 5 pages in length, excluding the title page, citations, and
appendices. Include Arabic page number ONLY on pages with graded content.
Use the headings below, taken from the Marketing Research Proposal (pages 36-39 of
“Marketing Research Essentials”, McDaniel & Gates).
Double-space using 12-point Calibri or Times New Roman with standard 1” margins.
Keep the body of your paper short, clear, and easy to absorb.
Additional materials may be included in a well-organized Appendix.
Submit your paper in electronic formats (via the D2L ‘Primary Research Proposal’
Dropbox).
Background and Objectives – (1 page)
a) Demonstrate that you understand your “client’s” information needs. What specific
decisions need to be made, and what information is needed to support those decisions?
b) Identify and discuss the specific constructs you plan to measure.
Study Design, Areas of Questioning and Data Analysis – (2 pages)
a) Population parameters (e.g., size, description, demographics of interest)
b) Sample size required (confidence interval = 95%, sampling error = ± 5%)
c) Data collection method (include your Data Collection Instrument submitted on June 29)
d) Data analysis – what specific techniques will you use to analyze the data?
Specifications/Assumptions, Services, and Timing – (2 pages)
a) Discuss the assumptions you would be operating under (i.e., how long with the data
collection take per response, how many staff would work on the project, etc.). Be as
creative as you need to be.
b) Make a plan for conducting your primary research, analysis, and reporting. Specify
timelines using Excel to create a Gantt chart detailing Who would be responsible for
What (specific tasks) by When (specific dates). Include key contact dates for working with your
client.
House-rules on Citation:
a) Cite all sources using APA style as formatted by Microsoft Word or a similar program.
b) Where background materials are online, provide hyperlinks leading to your source
Sample Solution