Evaluation of the Developed Draft Questionnaire - Assignment Example

MARKETING RESEARCH by Student’s name Course + code name Professor’s name University name City, State Date Question 1 Part A: Evaluation of the Developed Draft Questionnaire In fact, the developed draft questionnaire would have some questions that the consumers would be required to answer in the research project. The first question would be a demographics/segment identifier. This question would involve the gender, age, household type (comprising of the presence of children and size), location (metro, regional, capital city) of the participants. The second question would be on education. That question would ask the participants the education levels that they have achieved, for instance, some secondary school, diploma attained, some commercial or technical college, some university, and finished year 10/ the leaving certificate among others. The third question would be on the work status. That question would describe the participants’ work status, for example, working part time, unemployed, and studying/student among others. The fourth question would on the participants’ income. In this case, the first question’s part would involve the full-time employees’ personal annual income before tax while the second part would involve all workers annual ahead of tax income of the principal income earner within their household. The third part would ask the best description of the type of work that the participant does. The other question would be on segment identifier/category usage. That question would involve asking the things that participants have ever done with sugar, ways they have used sugar, things done with sweetener, ways they have used a sweetener with, the extent they agree or disagree with sugar, their feelings about sugar brands, and the prices of sugar among others. The statistics collected would address the research objectives of this phase of the study because it includes; the participants’ feelings/perceptions, usage, demographics, awareness of sugar substitutes, and the participants’ brand preferences. The length of data collected is appropriate as it covers enough information that is required for the research project. Additionally, the layout is suitable as essential information from every question is provided in the precise order. Moreover, the use of screening and skip questions is appropriate because only the relevant questions that address the research project information are asked. Part B: Data Collection Methods The data collection method that I would recommend for this survey is the questionnaires (quantitative) approach. The first advantage of questionnaires method is that it is possible to collect a lot of information from very many people within short periods and at low costs (Siniscalo & Auriat 2005). The second advantage it is possible to analyse data more objectively and scientifically. The third advantage is that it is possible to carry out the research singly or by whichever number of researchers with little effect to its authenticity or dependability. The other advantage is that respondents are given the time of considering questions and giving appropriate answers. On the other hand, the first disadvantage of the quantitative method is that there exists no way of telling the truthfulness extent of the respondent (Siniscalo & Auriat 2005). The second disadvantage is that it requires a lot of administering to avoid low rates of response. The third disadvantage is that it is impossible to explain whichever points within the questions that participants might wrongly interpret. The fourth disadvantage is that the data sometimes collected turn to be much shallower. The other disadvantage is that the standard questions creations by the researchers can contribute to false representation and structural prejudice, where the reflection of data turns to be their view rather than the subject in participation. Part C: Sampling method The sampling method to be used in this research project is stratified random sampling (2015, 3.4 Simple Random Sampling and Other Sampling Methods). The first advantage of stratified random sampling is that it decreases bias in selection. The other disadvantage is that it makes sure every subgroup in the populace obtains suitable depiction in the sample. The other advantage is that it ensures better population coverage. On the other hand, the first disadvantage of sampling is; to appropriately utilise it, it demands meeting multiple conditions. The other disadvantage is that it is difficult to sort precisely every population’s member into one stratum. Part D: Analysis and Reporting of Data Initially, it would first involve taking a look at the top research questions. The data collected would then be analysed by reading what every participant would have answered to the given question in the questionnaire. As such, all the 3000 questionnaires given to participants and collected back by the researcher would be gone through to see how the respondents have answered the provided questions. The results for every question from every participant would be recorded separately for counting and comparison purposes. The reporting would be on the basis of the highest and lowest performances (in percentages) of every given question calculated from the total population. The percentages would be just that- the percentage of participants who offered precise answers. In other words, the percentages would embody the number of respondents who provided every answer as the fraction of the number of participants who gave responses to the given question. On the other hand, three inferential statistical tests would be appropriate to address the research objectives 1 and 2. The first appropriate inferential statistical test would be on what respondents had done with sugar. In this case, for instance, the number of respondents who reported having ever added sugar to coffee was 2500 (83%) of the total population. 500 (17%) respondents indicated that they had never added sugar to coffee. In this scenario, it is apparent that the biggest percentage (83%) of participants in this research project has consumed sugar having added it to tea. Thus, it can be pointed out that many consumers like drinking coffee with sugar. The other inferential statistical test would be on the ways respondents have used sugar in the previous three months. In this case, for example, the number of respondents who reported having used sugar in cooking such as in dressings, marinades and sauces among others in the previous three months was 2300 (77%) of the entire population. In contrast, 700 (23%) respondents reported having not used sugar within the previous three months in cooking such as in dressings, marinades and sauces. In this case, it is evident that majority of the respondents had used sugar in cooking dressing, marinades and sauces among others within the last three months. Therefore, it can be inferred that within three months, that many respondents (77%) uses sugar in various ways in cooking. The other inferential statistical test on sugar substitute brand preference would be the respondents’ feeling about the sweetener/sugar substitute’s brands. In this scenario, for example, 2000 (66%) of the total respondents reported Stevia as their most favourite brand. That is the brand they would like and admire most and prefer buying. 500 (17%) of the entire respondents reported Stevia as their good brand. That is the brand they would consider buying. 300 (10%) of the total participants reported Stevia as their regular brand which means a brand almost similar to the others. 150 (5%) of the entire respondents claimed that Stevia does not mean a lot to them. This means that many of them do not know whether they would use it. 50 (2%) of the total respondents reported that Stevia as a brand that they do not really like, that is, they would use it if they have to. In this scenario, it is evident that majority of the respondents (66%) prefer using Stevia as their sugar substitute. The percentage of participants who do not like Stevia is very minute (2%) making it clear that Stevia is popular to participants who consume it in this research project. Recommendation on Research Method (s) The recommendation for the research methods to be used in this research is mixed methods research. In fact, mixed methods research turns to be a technique of carrying out research that involves mixing or (integrating), analyzing and collecting qualitative and quantitative research as well as data within an inquiry’s longitudinal program or one study (Bulsara 2012). Hopefully, the mixed methods would offer a better comprehension of an issue or the research problem than only using a research approach. Quantitative data comprise of close-ended information like that search to quantify attitudes, for instance, performance instruments, behaviours like observation checklists and rating scales. On the other hand, qualitative data comprise of open-ended information that is gathered by the researcher generally through observations, focus groups and interviews. The data collection method would be questionnaires and in-depth interviews. In this case, questionnaires are forms that the respondents would be required to fill. The questionnaires would be sent through the mail or handed out and would be collected later or returned through envelopes that are stamped. Participants would choose their most preferred method in this case. The questionnaires would require participants to fill the forms themselves. The primary language (English) would be used in the questionnaire for the research project. The form to be given to the participant would be machine-readable for the purposes of facilitating the filling out. On the other hand, in-depth interviews would involve asking questions that would permit the participant to possess an upper hand in the interview. The interview schedule would be used in controlling the interview, but would be allowing some suppleness regarding the responses of the respondent. The sampling methods proposed to be used are stratified sampling and convenience sampling. Convenience sampling would involve selecting subjects due to their suitable ease of access and closeness to the researcher. Stratified sampling method would require dividing the participants into groups, grounded on some characteristics. Then in every group, a likelihood sample (frequently a plain random sample) would turn to be selected. The selected groups would be referred as strata. The recommendations provided in this part would address the research objectives in phase 2. In this scenario, the mixed methods of research would provide the necessary data for determining the sweetener/sugar substitutes that participants are aware of, the sweetener and organic brands that they have ever purchased, brands that they have recently used, and their diverse feelings about natural sugar and sweeteners brands. Also, the mixed method approach would also offer sufficient information on the respondents’ usage of sweeteners and sugar and the perceptions on sugar and sugar substitutes. At last, it would be possible to determine the potential for a range of store-branded organic sugar and sweetener products, and the usage rates and perceptions of both products from the statistics derived from the mixed method research. Question 3 Instrument to Be Used In Data Collection The instrument to be utilised in data collection is the questionnaire. In fact, questionnaires turn to be lists of written questions which can be accomplished in two ways. First, respondents might be asked to fill out the questionnaire when the researcher is absent. Second, respondents might be demanded by the researcher to complete the offered questionnaire through verbally answering questions when the researcher is there. In this case, respondents would be issued with forms having the questions to be answered. In this research, closed-ended questions would be employed in completing the questionnaire. In this scenario, the respondents would be offered some predestined answers from which they would be expected to select their responses. The number of provided responses would comprise of every possible answer, and the response’s meaning would not be overlapping. Respondents would be issued with stamped envelopes where they would send the completed questionnaire forms through the post office. The respondents who would prefer being sent the questionnaire form to fill it online via mail would be sent. They would in return be expected to send their completed questionnaires through the email that they would have been sent with the questionnaire. The questions that would be present in the questionnaire form would comprise of the participants’: gender, age, household type, education level attained, work status, income, category usage on sugar substitutes and sugar, preferences on sugar and sugar substitutes, rating (strongly agree, agree, neither agree nor disagree, disagree, strongly disagree), sugar and sugar substitute awareness and various feelings about sugar and sugar substitutes. The respondents would be asked to either put an ‘x’ or a (√) ‘tick’ to their choices on the provided boxes. The instrument will achieve the objectives of phase 2 of this research project through different ways. First, the instrument would achieve the goals of phase 2 of this research in that; it would be possible to determine the number of participants who use organic sugar and sweetener products. Secondly, the instrument would achieve the objectives in that, it would be possible to determine the degree of awareness of natural sugar and sweeteners among the participants and, therefore, make a good decision on the best way of including either of them in the market. The other way through which the instrument would achieve the objectives would be through having the information on their incomes. In this scenario, it would be capable of knowing the participants’ capability of buying the organic sugar and sweeteners. The other way through which the instrument will achieve objectives will be having the information of the preferences of participants about natural sugar and sweeteners. In this scenario, the instrument would reveal what the participants prefer using more than the other. The other way through which the instrument will achieve objectives will be determining the participants’ belief in the importance of the organic sugar and sweeteners. As such, it would be possible for the researchers to know between natural sugar and sweeteners and the product that participants believe add value to their lives. Therefore, there will be sufficient information of their willingness to buy their preferred product in terms of helping their bodies. On the other hand, the structure/layout of the questionnaire does not comply with the principles of instrument design. This is because of the presentation of the order of questions. In this case, sensitive questions like, marital status, gender, age and income have been put at the front of the survey. Such questions, on the contrary, should be on the last part of the questionnaire. Putting sensitive questions on the final part of the questionnaire would enable the researcher in setting up trust ahead of asking the questions that will embarrass the respondents. However, the instrument complies with the principles of instrumental design in that it is not prejudiced or emotionally loaded phrases and words have been avoided. 4 A. Longitudinal Research Study In point of fact, longitudinal study is the kind of study method utilised in discovering correlations between variables that are unrelated to different locale variables (Menard 2008). The proposed research project can be turned into a longitudinal research study in that rather than gathering data from various participants for the purposes of studying similar variables, the same participants would be observed several times for extended periods of time that would translate to a couple of years. As such, data would be collected at the study’s beginning, and would afterwards be observed repetitively all through the study’s length. The longitudinal study would be of benefit to supermarkets because it would be capable of showing variable’s patterns of the products over a specified period. As such, it would be possible to discover changes or developments of the products within the target population’s characteristics at both the individual or group level. In other words, the supermarkets would be capable of identifying the rates of consumption, awareness, demand and perceptions of the organic sugar and sweeteners as time would be progressing. 4 B. Recommendations on Longitudinal Study Design The longitudinal study would be designed that the targeted participants would be observed their behaviour (usage, preferences, perceptions/feelings and rating) on sugar and sweeteners for four years. However, the respondents’ response on sugar and sweeteners would be observed after every three months by the researchers for the afore-mentioned period of four consecutive years. In this case, the same participants in different age groups, education levels, incomes, demography, work statuses and gender who would begin being observed the first time would be the only same participants who would be observed for the four subsequent years. Through the various observations after every three months, the organisation would be capable of making pertinent decisions regarding whether to launch the store-branded organic sugar and sweetener products and most particularly after four years. Bibliography 2015, 3.4 Simple Random Sampling and Other Sampling Methods. , [20 October 2105]. Bulsara, D 2012, Using Mixed Methods Approach to Enhance and Validate Your Research. , [20 October 2015]. Fisheries and Aquaculture Department 2015, Data Collection Methods. , [20 October 2015]. Menard, SW 2008, Handbook of Longitudinal Research: Design, Measurement, and Analysis, Amsterdam; Boston: Elsevier/Academic Press. Siniscalo, MT & Auriat, N 2005, Questionnaire Design. , [20 October 2015]. Appendices In fact, questionnaires turn to be lists of written questions which can be accomplished in two ways. First, respondents might be asked to fill out the questionnaire when the researcher is absent. Second, respondents might be demanded by the researcher to complete the offered questionnaire through verbally answering questions when the researcher is there. In this case, respondents would be issued with forms having the questions to be answered. In this research, closed-ended questions would be employed in the questionnaire. In this scenario, the respondents would be offered a number of predestined answers from which they would be expected to select their answers. The number of offered responses would comprise of every possible answer and the response’s meaning would not be overlapping. Respondents would be issued with stamped envelopes where they would send the completed questionnaire forms through the post office. The respondents who would prefer being sent the questionnaire form to fill it online via mail would be sent. They would in return be expected to send their completed questionnaires through the email that they would have been sent with the questionnaire. The questions that would be present in the questionnaire form would comprise of the participants’: gender, age, household type, education level attained, work status, income, category usage on sugar substitutes and sugar, preferences on sugar and sugar substitutes, rating (strongly agree, agree, neither agree nor disagree, disagree, strongly disagree), sugar and sugar substitute awareness and various feelings about sugar and sugar substitutes. The respondents would be asked to either put an (‘x’) or a (√) ‘tick’ to their choices on the provided boxes. An example of Questions in the Questionnaire Form and How to Tick Choices Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 5 4 3 2 1 1. I only ever buy sugar when it’s on special √ 2.There is not much difference between brands of sugar X 3. Brand name sugar is worth paying extra for √ 4. I never check the price of sugar when I am buying it √ 5. I only ever get the cheapest priced sugar I can find X In fact, two essential features of questionnaire design turn to be the questions structure and the resolutions on the kinds of formats’ response for every question. Generally, there are three classifications of survey questions namely: contingency, open-ended and closed questions. The advantages of closed questions are: they are fast and effortless to answer, the respondent turn to be limited to multiple set answers. On the other hand, the disadvantages of closed questions are they never permit creativity or the respondent do not have room for developing ideas, they are liable to introducing bias, and they either compel the respondent to select between offered options or give options which would not have surfaced to his/her mind among others. Read More