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Submission: TBA
TASKS
The management is interested in conducting a research study amongst consumers to
identify future investment in product marketing and future steps that will enable
them to make a marketing decision for improvements.
Given the benefits of both qualitative and quantitative approaches, management has
tasked you to design a 2 stage research study to examine how consumers go about
evaluating products by: 1) A Focus Group Study and 2) A Questionnaire Survey. The
results obtained will be submitted as a report to uncover the factors that motivate
consumers to buy.
1) Focus Group Study - As a facilitator of the focus group, explain how you
would go about planning and conducting the focus group. The factors
identified during the focus group will be used to develop the questionnaire
for the next phase. You are expected to provide a maximum of ten themes
from the focus group discussion. (~800 words)
2) Questionnaire Survey – In the second stage, propose how you would go about
selecting respondents for your study to provide a debate on the benefits of
using probability and non-probability sampling. (~800 words)
The company operates an online site and customers are free to browse for latest
product availability and service and maintenance bookings but will be required to
register to receive updates. Registered customers are given privileges for minimum
spend of S$200 in a single receipt. Provide suggestions as to how the company could
make use of this information. Your answer should include limitations for using this
information for decision making. (~400words)
Structure (10%)
Content is organised and appropriate with a coherent;
flow of information, logical arguments, and concepts
Knowledge and Understanding (20%)
Discussion of qualitative and quantitative research,
their applications and limitations.
Appropriate business examples
Application – Focus Group (20%)
Relevant Procedures
The list of themes/topics to be discussed is applied to
the case.
Application – Questionnaire Survey (20%)
Comparison between Probability vs. Non-Probability
Sampling techniques
Justification of selection
Analysis and Recommendations (20%)
Critical analysis of the topic, appropriate conclusions,
and justified recommendations.
Presentation of report (10%)
The report is professionally prepared, free of all textual
errors
Appropriate use of references and referencing.
In addition, marks are also awarded for proper referencing. Students are expected to
use the CU Harvard Referencing style. Failure to reference work and provide a list
of references will result in the work being FAILED.