- PURPOSE
The purpose of this assignment is to enhance learner’s ability to develop a research instrument when conducting a marketing research.
REQUIREMENT
Based on your selection of a company from Fast Moving Consumer Goods Industry ( FMCG) in Assignment 1, prepare a report analysing the importance and elements needed in designing a questionnaire survey that will address the marketing problem faced by your selected company. Include in your report, recommended strategies to improve survey response rates and a brief plan for questionnaire distribution.
STRUCTURE
Identification and description of the marketing problem for the selected company.
Analysis on the importance of using questionnaire surveys when conducting marketing research.
Identification and description on type of interviewing method with justifications.
Analysis on question structure and wording.
Analysis on measurement and scaling of questions.
Suggestions on strategies to improve survey response rates with justifications.
Identification and description of methods of survey distribution with justifications.
Summary
