Consumer Research Process
Directions: For this project, you will be completing all the steps for the consumer research process. I would suggest answering the following questions in steps. Save each step as you go. Use the scenario below as a basis for your research.
INCREASING ATTENDANCE AT LOCAL EVENTS
Attendance at your high school’s sporting events has dropped considerably over the past three years. The athletic director at your school has come to your marketing class asking for a plan to increase attendance at games or other events.
Develop a 10 question survey. Then survey a representative sample of students, staff members and parents. Your sample should be made up of at least 10 participants of your school population. Once you have gathered your data, prepare a series of graphs and charts illustrating the responses for each survey question. Use the free version of survey monkey (www.surveymonkey.com). Then administer the survey (email, post on facebook, and/or send through twitter for participants to complete the survey.) Make sure you include parents, students and school staff in your survey.
Answers to the questions in the following steps
Step 1: Define the Focus of Your Research
What is the objective(s) of your research?
What questions need to be answered? Give me at least 3 here.
What is your hypothesis?
Step 2: Define which Type of Research Design will be used.
Determine what type of research design will be used. (exploratory, descriptive, or causal) Refer to your guided notes if necessary.
Why is this type of research design appropriate for your study? EXPLAIN your answer!
Step 3: Collect Data.
What type of primary data are you going to collect?
How do you plan on collecting your primary data?
What sources of secondary data could you collect?
How can you collect this secondary data?
How are you going to obtain feedback? (personal observation, focus groups, questionnaires?)
Step 4: Determine your sample.
Explain who you will be administering your survey to. Be specific and make sure it is a good representation of the survey you want to complete.
Next, begin to brainstorm and create the Questionnaire/survey
Generate a list of questions for your questionnaire. This should be on a separate sheet of paper, or you may print your online survey for me and hand it in!
Your questionnaire should consist of at least 10 questions. These should be a combination of closed-ended and open-ended questions. (This is what you are trying to prove, and you will then make recommendations based on your findings)
Step 5: Administer your survey to 15 people (your sample).
You can type your survey and administer, or you can use a website such as Survey Monkey, or you can email it out and print your results. Please conserve paper! Also email the survey address to yourself, so that the address will be saved to your email account. Have these 20 people to take the survey.
Step 6: Analyze and interpret the results.
After 20 people have completed your survey, you are to do the following:
Tally the results of your survey. Turn in with project
Question 1 6 True & 4 False
Question 2 5 Always, 3 Usually, 1 Sometimes, 1 Never
Question 3 4 attended 5 or fewer games, 6 attended 6-10 games, 0 attended more than 10
You can use Excel to create 3 charts and graphs illustrating the information gathered
Step 7: Recommend solutions: create your marketing report & presentation.
Think like a marketer!
Write 3 pages about what you have learned from the completed surveys.
Explain your strategic plan/recommendations based on your findings.
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