Online Survey Project

Online Survey Project
Paper details

You will need to create a 10-20 question survey and then analyze the results. I would like the survey to be about sports, and tailored towards how much sports people actually watch and if they are willing to go and attend sporting events. If you are not comfortable with that, then really any survey will do. All of the guidelines will be attached in the files.

Course Home – Marketing Research Project Information

The Marketing Research Report Project

The Core Assessment for MK 453 is a marketing research project that involves the development and distribution of a survey and the analysis and reporting of findings.

The object of study for the survey may be of the students own choosing. Previous studies have included campus parking, interest in new degree programs, cell phone usage, and customer service at a restaurant.

The student will develop a 10 – 20 question survey that includes qualitative, quantitative, and demographic components. (Students may choose to develop more detailed surveys).

The student will submit a request for approval for the survey with the Park Institutional Review Board using the process learned in the class materials.

The survey may be implemented via print or electronic means and should have a sample size sufficient to generate least 100 respondents. There are several free electronic survey tools available includingwww.qualtrics.com which is provided with the text.

The project should include but not be limited to the following additional components:

• Calculation and discussion of the descriptive statistics, and direct, part and partial correlations (when relevant), for the chosen variables.

• Application of more than one advanced statistical technique (regression or ANOVA variants), including a discussion of effect size and statistical significance), and a comparison of those results.

• Analysis of statistical significance for all relevant statistics. Discuss the prospects for generalization from these data.

• Critical evaluation of the strengths and weaknesses of the data and their chosen analyses.

• Discussion of the practical implications of their findings for target markets and prospects. Explain how these data might be used, and by whom.

• Suggestions for future data collection and analysis that could advance our understanding of their research question beyond what is available through the current data.

The Core Assessment is due by Midnight Sunday in week 8 of the course and will constitute 20% of the grade in the course.

Listed below are the major components of the Marketing Research Report.

1. Prefatory Materials – these do not have a direct bearing on the research itself.

1. They assist the reader in using the research report.
1. Letter of Transmittal
   1. A letter of transmittal is the element of the final report that provides the purpose of, scope of, authorization for, and limitations of the study.
   2. This is appropriate when a report is for a specific client and when it is generated for an outside organization.
   3. Internal projects do not require this letter.
2. Title Page
   1. The title page should include four items:
      1. The title of the report
      2. The date
      3. For whom it was prepared
      4. By whom it was prepared
   2. The title should be brief but include the following three elements:
      1. The variables included in the study.
      2. The type of relationship among the variables.
      3. The population to which the results may be applied.

2. Authorization Letter
   1. The letter not only shows who sponsored the research but also delineates the original request.
   2. Often used with governmental research requests.
3. Executive Summary
   1. An executive summary is a concise summary of the major findings, conclusions and recommendations.
   2. It can serve as a miniature (top-line report) report.
   3. Two pages are generally sufficient.
4. Table of Contents
   1. If the report totals more than 6 to 10 pages, it should have a table of contents.

1. Introduction
2. Methodology

1. The introduction prepares the reader for the report by describing the parts of the project: the problem statement, research objectives, and background material.
2. Problem Statement
   1. The problem statement contains the need for the research project.
3. Research Objectives
   1. The research question addresses the purpose for the project.
   2. The objectives may be research questions and associated investigative questions.
4. Background
   1. It may be preliminary results of exploration from an experience survey, focus group, or another source.
   2. It could also be secondary data from the literature review.
   3. Previous research, theory, or situations that led to the management question are discussed in this section.

1. In short reports and management reports, the methodology should not have a separate section; it should be mentioned in the introduction, and details should be placed in an appendix.
2. For the technical report, the methodology is an important section, and contains at least five parts:
   1. Sampling Design
      1. The researcher explicitly defines the target population being studied and the sampling methods used.
   2. Research Design
      1. The coverage of the design must be adapted to the purpose.
      2. Strengths and weaknesses should be identified.
   3. Data Collection
      1. This part describes the specifics of gathering the data.
      2. Contents of this section depend on the selected design.
      3. Relevancy of secondary data would be discussed here.
      4. Any instructions should be placed in an appendix.

2. Data Analysis
   1. This section summarizes the methods used to analyze the data.
   2. A rationale for choices should be provided.
   3. A brief commentary on assumptions and appropriateness of use should be presented.
3. Limitations
   1. The section should be a thoughtful presentation of the significant methodology or implementation problems if any exist.
   2. All studies have their limitations.
   3. Honesty and professionalism are the watchwords.

1. Findings
2. Conclusions
3. Appendices
4. Bibliography

1. This is generally the longest section of the report.
   1. The objective is to explain the data rather than draw interpretations or conclusions.
   2. Quantitative data should be presented with charts, graphs, and tables.
2. The data need not include everything you have collected.
3. Make this portion of the report convenient for the reader.

1. Summary and Conclusions
   1. The summary is a brief statement of the essential findings.
   2. In simple descriptive research, a summary may complete the report because conclusions and recommendations may not be required.
   3. Findings state facts; conclusions represent inferences drawn from the findings.
   4. Conclusions may be presented in tabular form for easy reading and reference
2. Recommendations
   1. In applied research the recommendations will usually be for managerial action, with the researcher suggesting one or several alternatives that are supported by the findings.

1. The appendices are the place for complex tables, statistical tests, supporting documents, copies of forms and questionnaires, detailed descriptions of the methodology, instructions to field workers, and other evidence important for later support.

1. The use of secondary data requires a bibliography.
2. A bibliography documents the sources used by the writer.