Project #156460 - Development of Primary Research and Execution

Business Tutors

Subject Business
Due By (Pacific Time) 11/29/2016 12:00 am

*I uploaded 1 files and 1 exl sheet. Combile the 1st file to this project, and do the exl sheet. (if you have any questions just message me)

For this assignment, you will again be assuming your role as an Assistant Market Researcher at On the Edge Advertising and will be working to develop a Market Research Plan. You may also use the Course Information Packet, which has been provided with background information on the clients. Outside research and data collection are required.

You will develop your primary data collection methods and execute them. Conduct either interviews or a focus group if you have access to a minimum of five people within the target market. You may also develop a survey using a website, such as SurveyMonkey, that can be shared via social media with friends and family or that can be shared with the class for classmates to complete.

You will:

  • Indicate which primary data collection method you will be using and why.
  • Provide a list of  ten interview or focus group questions, and a link to the online survey that was developed.
    • See further instructions and use the Likert Scale method.  Everyone should have the same responses.  "Strongly Agree, Agree, Neutral, Disagree, Strongly Disagree and  Explain".
  • Execute the primary research plan.
  • Gather data.
  • Include a table that contains your data.  Use the Excel spreadsheet in the further instructions.
  • NEXT WEEK you will provide a written summary of your findings, including details on how many respondents' submissions were received, how many were included, and how many were rejected and why.  
  • Add the primary research portion to the Market Research Plan, making any changes to the sections from the prior weeks' submissions and leaving the other sections blank.



  • Your new research, analysis, and discussion should be 500–750 words in length.
  • Use proper MLA formatting.


Copy and paste the outline below in its entirety.  Using class formatting, respond to each point and subpoint.  Include intext citations for each response.  All sources provided intext should also be reflected in the reference.

Work Around for Posting Images
These forum/threads, may not allow you embed just an image. It has to be hosted somewhere, like flickr. Then, from there, you can get the html code from the "share" link at the bottom of the right hand side of the page (it looks like an arrow). When you copy it, you'll come back to the forum, click on the icon that looks like a movie film strip above, and choose the embed "media" tab. 

  NOTE:  This is ONE assignment.  All reference/works cited sections should be at the END of the document.  In other words, W1A3, W2 A2, and W3 A2 references should be together in alphabetical or numerical order at the end of the document.

  • Market Research Plan, ( List your revised plan from W1 A3 and W2 A2 making any changes to the sections from the prior weeks' submissions)
  • Indicate which primary research data collection method you will be using and why.  Support with research.
  • Ten interview or focus group questions, AND a link to any online survey that was developed.  Be sure participants can explain after each question.  Your goal is to understand WHY they feel as if they do using their own words!  The questions should be related to the problem statement.  What are the client's challenges and what questions should you ask with that in mind? Avoid asking questions that you know the answer from the Course Packet. What is it your client needs to know?  See format in next post.
  • Data Table (After executing the plan, Include a table that contains your data-- see spreadsheet in the next post).
  • Summary of the data collection.  Comment on the process--not results.  What was challenging? What has easier? What would you do differently?


Outline a Likert Scale survey for your client

 While developing your outline, keep the following in mind:

  •  Will the survey gather the information you need to gather? (relevancy)
  •  Does it accurately reflect “real-life” market and organizational conditions? (validity)

1)Then write 10 survey questions/statements to better understand what you want to know.  This should be related to the problem statement.

  • Does the wording of your questions and the design of your survey work together to obtain accurate responses?
  •  Are the questions worded in such a way as to avoid leading or “loading”? (Leading means you are trying to get the respondent to answer in the way that you want to hear.  Such as "Wouldn't you agree that fast food is bad?".  A loaded question has more than one component.  For example, I believe fast food is convenient and costs too much.  This is actually two sentiments with convenient being one and costly another.)
  •  Is every question necessary?
  • Are the response choices easy to understand?
  •  Is the layout of your survey attractive, easy to understand, and easy to complete?

Example: If you are trying to determine if other employees feel adequately trained in the different aspects of the job, one statement might be:

Q1: I believe I was effectively trained

  • Strongly Agree
  • Agree
  • Neither agree or disagree
  • Disagree
  • Strongly Disagree


Notice that every question should have the same five responses with two on the "agree side", one neutral, and two on the "disagree side.  This is fair a fair balance.  Everyone should use Strongly Agree, Agree, Neutral, Disagree and Strongly Disagree, as your responses.  This will make it easier to evaluate and assess.

There should also be an opportunity to explain after each question:

 It is good practice to allow participants/or respondents answer in their own words for all questions.  Do not assume that even in a multiple choice option, your suggested options speak for your participants/respondents. What if they are somewhere between agree and strongly agree?

The above question serves two purposes: In W5 A2, we will assess numbers to responses (see tutorial below) and then we can answer 1) how each respondent replied--  quantifiable responses, and 2) Explanations and further insight--qualitative response.

2) Conclude your survey with three questions that ask the demographics and psychographics of the survey participants. You can use similar question in the Course Information Packet.  What variables are most important given your target audience defined in W2 A2?

For example: age, children in household, etc.

2)  Execute your survey.   Ask 10 friends who might be in the target market to take the survey.  I'm less interested in the responses themselves, and more interested in how you analyze the responses.

Use  the attached spreadsheet for your assignment.  Attach the spreadsheet with your assignment.

3) In Week 4 you will present the analysis and summary of findings for the data, and create charts and graphs.  This tutorial will show you how to do this. Click on blue text below.  





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