Book- https://purdueuniversityglobal.vitalsource.com/reader/books/9781260511765/epubcfi/6/26[%3Bvnd.vst.idref%3Dchapter02]!/4/2/2/2[page_26]
Data Collection Process
This competency assessment assesses the following Outcome(s):
MT355M3-3: Design appropriate data collection methods.
After reviewing the tutorial as indicated in the “Activity” tab, complete the following requirements.
Marketing researchers must become highly skilled at designing
appropriate methods of data collection, especially when it comes to
designing a data collection methodology, and developing survey questions
used in the construction of a data collection form.
Scenario:
You are the new director of marketing for your chosen company. You
have previously identified a marketing related problem or opportunity to
study using marketing research principles. You have already identified a
viable marketing related problem or opportunity to study, and you
created research questions and objectives. You conducted research and
developed a literature review to inform your strategic decision-making
on the type of research design that would be most appropriate for your
marketing research study. After an extensive evaluation, the C-level
executives made the decision to proceed with the research. Now it’s time
for you to design the sampling and measurement plan. In addition, you
will create a prototype of the survey instrument that will be used to
collect primary data for your marketing research study. Use the
following criteria to explore your chosen award-winning organization to
continue preparing a marketing research design:
Assessment Requirements: Outline the “Definition of
the Target Population and Sample Size”, and “Sample Design and Data
Collection Method” sections of your marketing research proposal (refer
to pages 161-162 in your textbook).
Choose your Company: Choose an award-winning company from the Baldrige Performance Excellence Program website to study. You will evaluate the “Award Application Summary” as a business case for your chosen company.
Role of Sampling: Examine the role of sampling in the research process in a marketing research study.
In an introductory paragraph, provide three (3) examples of how
sampling adds value in a marketing research study (refer to pages
144-150 in your textbook).
Sampling Design Outline: Construct a sampling design for a marketing research study (refer to pages 161-162 in your textbook).
Identify and explain the target population, and sampling units for
your marketing research study (refer to pages 144-146 in your textbook).
Identify the sampling frames needed for your marketing research study. Provide reasoning (refer to pages 146 in your textbook).
Use research (including your textbook or other peer-reviewed
resources from the Purdue Global Library) to substantiate your sampling
design outline decisions.
Sample Design Size: Analyze the
factors that determine the sample size for qualitative and quantitative
data collection methods in a marketing research study.
Explain why your marketing research study will employ a probability
or nonprobability sampling design (refer to pages 148-152 in your
textbook).
Explain the sample size of your marketing research study will require (refer to pages 157-162 in your textbook).
Use research (including your textbook or other peer-reviewed
resources from the Purdue Global Library) to substantiate your sampling
design size decisions.
Value of Measurement: Analyze the value of measurement in data collection instruments.
Explain the value of measurement in a marketing research study (refer to pages 168-169 in your textbook).
Explain the value of construct in a data collection instrument (refer to pages 169-173 in your textbook).
Choose two measurement scales, and explain how they will be used in
your data collection instrument (refer to pages 173-194 in your
textbook).
Data Collection Plan: Design a data collection plan
for a questionnaire. Outline the data collection plan using headings
and subheadings to present a valid and reliable questionnaire (refer to
pages 202-203 in your textbook).
Explain why applying the steps in the questionnaire design are
important to apply in your data collection plan (refer to Chapter 8 in
your textbook).
Complete step 1 in the questionnaire design process. Explain how and
why your research objectives and information requirements are confirmed
(refer to page 204 in your textbook).
Complete step 2. Select an appropriate data collection method, and
provide reasoning for your decision (refer to pages 204-205 in your
textbook).
Questionnaire Instrument: Design a data collection instrument using a mixture of qualitative and quantitative techniques for a marketing research study.
Using the knowledge in step 3 of the questionnaire design process,
create four (4) unstructured questions for your survey questionnaire
(refer to pages 205-219 in your textbook).
Using the knowledge in step 3 of the questionnaire design process,
create four (4) structured questions for your survey questionnaire
(refer to pages 205-219 in your textbook).
Format the layout, and explain the flow of your questionnaire.
Cover Letter: Develop a cover letter for inclusion in the introductory section of data collection instruments.
The cover letter follows the ten (10) guidelines for developing a
cover letter and questionnaire introductory section (refer to page 220
in your textbook).
Proper notification of any Resubmission, Repurposing, or Reworking of prior work per the Purdue Global Student Coursework Resubmission, Repurposing, and Reworking Policy Resource.
Use research (including your textbook or other peer-reviewed
resources from the Purdue Global Library) to provide viable reasoning
for your perspectives.
Include a title page, reference page, running headers, headings, page numbers, etc.
Use resources from reliable and/or scholarly sources
Use focused, concise, organized writing.
Articulate at a college level.
Few, or no grammar or punctuation errors.
Use non-offensive, inclusive, and respectful language.
Write in the third person to develop your marketing research deliverable.
Your deliverable must be submitted to the Competency Assessment Dropbox.
Respond to the inquiries in a thorough manner, providing specific
examples of concepts, topics, definitions, and other elements asked for
in the questions. Your paper should be highly organized, logical, and
focused.
All parts of this assessment must be written in Standard English, including correct spelling.
You should paraphrase the material and use in-text citations to
justify your discussion. Avoid using quotations. Ensure you are properly
paraphrasing from your sources. For a refresher on paraphrasing, view
this short video on paraphrasing and
explore the additional resources prior to starting your assessment. You
can access tutorials, how-to videos, tutoring services, and more by
visiting the Academic Success Center.
A separate page at the end of your paper should contain a list of
references, in current APA format. Use your textbook or other
peer-reviewed resources from the Purdue Global Library.
Be sure to include references for all sources and cite them using
in-text citations where appropriate. Your sources and content should
follow current APA citation style. Review the writing resources for APA
formatting and citation found in Academic Tools. Additional writing
resources can be found within the Academic Success Center.
Your paper submission should:
include a title page;
be double-spaced;
be typed in Times New Roman, and in 12-point font.
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