Data Collection Methodology - Coursework Example

DATA COLLECTION METHODOLOGY (Student Name) (Course No.) (Lecturer) (University) (Date) Data collection methodology Marketing research for the potato bread is important for the business stakeholders to make decisions to ensure the success of the business in the competitive market. Conducting research and collecting data is also important to help reduce the risk related to the business decision making. However, the data collected will not make decisions for the business. Successful introduction of Potato bread require creativity and comprehensive judgement together with experience for the product to gain popularity (Zikmund & Babin, 2007, 98). Therefore, collecting data for potato bread is client-based research that keenly factor in the correct data collection method, time, level of customization, value addition and the target clients. In order to gather information concerning the perception and success of potato bread in the market, various data collection techniques are deployed (Jackson & Furnham, 2000, 52). (a) Face to face questionnaire The use of questionnaires is considered under quantitative data collection method. Questionnaires are to provide data that will be used to testing the market research hypothesis. The Australian population prefers various bread tastes hence putting the potato bread to have barriers that come with cultural differences (Van Hamersveld, 2007, 27). Administering the questionnaires will make it possible to reduce the amount of data received hence efficiency in carrying out the analysis and achieving the aim of introducing the potato bread in the market. Nevertheless, distortion of the data collected through questionnaires may occur because the technique depends entirely on human response. The closed questions in the questionnaire are predetermined by the objectives to make the appropriate selection. The choice of closed questions will ensure and make the analysis process to be easier because there will be a limited choices to choose from. The use of questionnaire, to some extend may be considered biased as it makes the results to be predictable and less unexpected. For example, the respondent may give alternative response if were provided with the open-ended questions. Therefore, the design for the questionnaires is in accordance to the business intention and expectation from the respondents. The design of the questionnaire is to be affected by the kind of answers to research is expecting to establish. Consideration is given to the use of questionnaire s but giving some open-ended questions so that people can give different responses regarding their perception of the potato bread. The administrator will as the respondent to “explain why?’ or give an elaboration why he or she gave the answer. Therefore, the use of questionnaire that is semi structures, for this case is considered appropriate as the questions is a mixture of closed and open-ended questions that will be efficient in giving accurate data. Completing the questionnaires may be boring to the potential customers and may result to inaccuracy. Therefore, the questions are standardised to reduce the chances of misunderstanding and careless answering of the questions (Gupta, 2003, 39). The questions are short structured to help conserve time and the questions are to be completed by the administrator. The strategy is to consider the people who prefer talking than reading and writing. Finally, the questionnaires are to be issued to anonymous people to help gather information from every person within the targeted market. (b) Sampling The sampling techniques as a method of data collection used in the market research is convenient sampling. His is to mean that the people chosen to answer the questionnaires are based on easy access and willingness to participate in the research. However, various critics have been based on the sampling criteria as it may contain biasness and may consider a specific population (Nargundkar, 2004, 25). The research may be bias in the sense that they may only target specific individuals in the street who are friendly looking and forget about those in vehicles and offices. The time and place for the data collection mattered while conducting a research for the introduction of potato bread. For this particular research, consideration is to be given to the entrance of the shopping centres and public parks. The participants are also to be issued with bites of potato bread so that they can give their recommendations concerning the taste and likeness for the product. The sampling time is carried all day long to capture wider group of people who come to shop in the morning, midday, afternoon and late in the evening (Majumdar, 1991, 214). (c) Online surveys Online survey is a quantitative data collection method by the internet users both in the target market and beyond. Online survey is the current trend that is being used by most business because people tend to spend adequate time in the internet. The questions and the advert can be quickly answered by the interested parties to know their perception concerning the potato bread (Wiid & Diggines, 2009, 48). The choice for the methodology is to help in cost cutting and mobility while looking for people to answer the questionnaires. Internet surveys are also convenient to the targeted customers as they take their time to comprehend and respond to the questions at their convenience. Moreover, online surveys lack interviews hence the people doing the survey lack social desirability biasness than the interviewers’ administered (Strathman, 2008, 138). Sample size and demography Since the business is still on trial, the sample size is to be restricted to three hundred people, just to represent a small population of the market with an assumption that the convenience or the haphazard technique describes the larger population. Since the study is small, it is expected that all the three hundred questionnaires will be completed and the analysis will be based on these responses (Scott, 1995, 162). The population of the target market is a dynamic population since it can change overtime. The people involved in the study comprised of people aged between 18 and 60+. The demography is segmented into five parts with regards to the age bracket. The age bracket is to be divided in to 18-25, 26-35, 36-45, 49 – 59 and those above 60 years. Issues of concern with the data collection Every data collection method applied has their own pro and cons. Using questionnaire can have the problem of data accuracy and the quality of data being provided. The same applies to the online surveys, which can consist of careless and untruthful response concerning the potato bread (Ekinci, 2014, 41). Completing questionnaires require time and some of the people to be interviewed may not have the tome hence leaving some of the questions unanswered. Similarly, sampling technique used is considered biased since it will only be selecting those willing to take part in the research and those that look friendly and are ready to attend to the questions. Online surveys are also very biased because on the internet users will be able to take the survey questions and leaving behind those who do not have access to the web. Reference list Ekinci, Y., 2014. Designing research questionnaires for business and management students. Los Angeles, Sage Publications. Gupta, S. L., 2003. Marketing research. New Delhi, India, Excel Books. Jackson, C. J., & Furnham, A., 2000. Designing and analysing questionnaires and surveys: a manual for health professionals and administrators. London, Whurr Publishers. Majumdar, R., 1991. Marking research: text, applications and case studies. New Delhi, New Age International (P) Ltd. Nargundkar, R., 2004. Marketing research: text and cases. New Delhi, Tata McGra-Hill. Scott, G. J., 1995. Prices, products, and people: analyzing agricultural markets in developing countries. Boulder, Colo, Lynne Rienner Publishers. Strathman, J. G., 2008. Leveraging ITS data for transit market research: a practitioner's guidebook. Washington, D.C., Transportation Research Board. Van Hamersveld, M., 2007. Market Research Handbook. Chichester, John Wiley & Sons. Source; http://www.143library.org/book_details/?id=9371 Wiid, J., & Diggines, C., 2009. Marketing research. Lansdowne, Cape Town, Juta. Zikmund, W. G., & Babin, B. J., 2007. Exploring marketing research. Mason, Ohio, Thomson South-Western. The questionnaire (Section A) Q1. Choose your gender. Male Female Q2. Your age group category 18 – 24 25 – 34 35 – 44 45 – 59 60 + Q3. Which type of bread do you often eat? Wheat bread Potato bread Q4. What kinds of bread do you like eating? Sliced white Slice whole grain Homemade bread Artisan whole wheat/grain Artisan white Others (specify) Slice Potato bread Not taking bread Q5. How often do you eat bread? Daily Weekly Occasionally Q6. What is your view of the packaging of potato bread? Worse Good Better Perfect Q7. Potato bread is 100% made from sweet potato, what is your opinion or what does this introduce? Q8. Have you eaten potato bread before? Yes No Not sure Q9. The nutritional value per one slice of potato bread of 30g has 85 Calories, which is important for your health as you start your day. How important is maintaining a healthy diet, mean to you? Very important Important Somehow important Less important Not sure Q10. What do you take for breakfast before leaving or when in the house? (Section B) This section is to be done having tasted the potato bread Q11. How would you best describe the taste of the potato bread in your own words? Q12. Based on your personal opinion, do you like the potato bread? Yes! Very much Moderately No. Absolutely no Q13. If you go to the shopping stores, would you buy the potato bread? Yes, definitely Most likely Maybe Not very likely Never Q14. How much would you be willing to purchase a 300g of potato bread? $0.6 - 1 $1.5 - 2 $2.5 – 3.5 Others; $ … Q15. Considering about value for money in the current economy, how would you describe the potato bread? Good value for money Reasonable Waste of money Others (specify) Q16. Bread has formed part of everyday die for many centuries, what do you think about the quality of bread? Excellent Good Fair Poor Please give a reason Q17. Having tasted the potato bread, what improvement would you like to be done? Q18. Would you like more information concerning the production of potato bread? Ingredients used to make the bread. Yes No Other information (specify) Q19. Chose statements that you agree with concerning the potato bread (multiple choices) The potato bread is good and be introduced in the market. The bread might be expensive and people may not buy it. I will consider buying the nutritious potato bread than other bred made from wheat flour. I would like to see the potato bread in the Australian market. I do not think there will be demand for the bread in the Australian market. Q20. Any additional comment to make concerning the potato bread: Read More