B) Prepare a 10-13 question survey to collect primary data regarding your selected problem statement. The survey questions should include a mixture of categorical (nominal and ordinal) and quantitative (interval and ratio) variables.
A) The American Marketing Association's official definition of marketing research is 'marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications.'
Thus it is researching about the entire marketing process of a company. A systematic approach should be used for marketing research:
- Define the problem. Make the focus of the research something you 'need' to know.
- Collect the data. There are various ways to collect data to be analyzed.
- Select a sampling method.
- Analyze the data.
- Write the final report.
- Finalize the problem statement.
Before finalizing the problem statement, we must understand the concept of societal responsibility. Following are important issues:
This is a guideline in preparing a question survey to collect primary data on a problem statement. It includes categorical and quantitative variables.