Posted: September 18th, 2017
Aaker, D. A., Kumar, V., Leone, R. P., & Day, G. S. (2013). Marketing research (11th ed.). Hoboken, NJ: Wiley. ISBN: 9781118156636
In this case assignment, you will analyze a research design and recommend an alternative design. You will also critique a questionnaire and recommend survey improvements.
Use Case 12-4, Project DATA: An Urban Transportation Study, on pages 316–322 of your Marketing Research text. For the purposes of this assignment, you will want to incorporate the answers to the four questions on page 317 into a cohesive essay that is 2–4 pages long.
Your paper will be graded according to the following criteria:
•Analyze the data quality resulting from a questionnaire.
•Evaluate the effectiveness of the research design.
•Recommend improvements to mail-back survey.
•Develop alternative survey design.
Questionnaire Analysis Scoring Guide Grading Rubric Criteria Non-performance Basic Proficient Distinguished
Analyze the data quality resulting from a questionnaire. 25% Does not analyze the data quality resulting from a questionnaire. Provides a superficial analysis of data quality. Analyzes the data quality resulting from a questionnaire . Provides detailed examination of questionnaire with critical analysis of deviation of provided data against required data.
Evaluate the effectiveness of the research design. 25% Does not evaluate the effectiveness of the research design. Provides a partial evaluation of the effectiveness of the research design. Evaluates the effectiveness of the research design. Provided detailed analysis of the effectiveness of research design with inclusion of sources of bias and reasons for poor response rate.
Recommend improvements to mail-back survey. 25% Does not recommend improvements to mail-back survey. Recommends some improvements to the mail-back survey, but fails to address key issues. Recommends improvements to mail-back survey. Provides detailed recommendations for improvements to mail-back survey with alternative options and justification of best option.
Develop alternative survey design. 25% Does not develop alternative survey design. Develops alternative design with no justification, or alternate design is insufficient. Develops alternative survey design. Demonstrates advantages and disadvantages of different design options with development of detailed design.
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