Marketting Research Class.Design a Survey a Question

Marketting research class.Design a survey a question interest. ( make ). The survey 5 questions. You administer survey 20 people. ( make answers). Inpreparing research report-based survey, answer . 1. Who target population? 2.

Marketing research

With the holidays approaching, the marketers seek to identify the spending intentions of their customers in order to stock their stores and complete the financial projections. The expected behavior of the customers during the 2012 holiday season would be assessed through the development and implementation of the following questionnaire:

How many gifts do you intend to purchase this year?

a) Less than five

b) Between five and ten

c) More than ten

Question 2: Comparative to the gift budget of the previous year, how is the budget for this year?

a) Smaller

b) Similar

c) Larger

Question 3: Would you be buying Christmas presents only for the immediate friends and family, or for more acquaintances?

a) Only close friends and family

b) Other acquaintances too

Question 4: Do you own the entire budget allocated for Christmas shopping, or would you also be using credit?

a) I own the budget

b) I would be using credit also

Question 5: How would you characterize your spending power relative to the previous holiday season?

a) Weaker

b) Stronger

c) Similar.

The survey was issued onto a population of 20 respondents, all of which were mature women. This selection of the sample participants was based on the expectation that women are generally in charge of shopping activities for their families, including Christmas shopping. Also, the women interviewed belonged to various social and economic backgrounds, the group formed being a heterogeneous one from this standpoint. The respondents were approached in malls and shopping centers and were explained the nature and scope of the questionnaire. They were willing to collaborate and quickly responded the survey questions. The results of the questionnaire are revealed in the table below:

Question 1

Question 2

Question 3

Question 4

Question 5

a b c a b a b c

4

15

1

10

6

4

15

5

10

10

10

6

4

20%

75%

5%

50%

30%

20%

75%

25%

50%

50%

50%

30%

20%

The selected size of the sample, as stated before, was of 20 individuals and this number was selected due to its ease of usage for computations, as well as due to its ability to offer sufficient information. From a stricter standpoint nevertheless, the size of the sample would have been computed with the aid of the following formula:

Sample size = n / [1 + (n / population)], where n = Z x Z [P (1 -- P) / (D x D)], and P. is the expected frequency value

D is the maximum difference between the sample mean and the population mean

Z is the desired confidence level (U.S. Department of Health and Human Services).

The value of the population is of 2000

The expected frequency (P) is 10%, with 7% being the worst expected frequency

D is 10 -- 7 = 3%

The desired level of confidence (Z) is 95%.

n = 1.95 x 1.95 [0.10 (1 -- 0.10) / (0.03 x 0.03)] = 1.95 x 195 [0.10 x 0.9 / 0.0009] = 1.95 x 1.95 x 100 = 380.25

Sample size = 380 / [1 + 380 / 2000] = 380 / 1.19 = 319

This computation virtually indicates that the size of the sample to represent a total population of 2,000 consumers would have been best set at 380 individuals. Such a sample size however would have rendered the study tedious and difficult to complete.

The mean of the responses obtained by the selected sample is computed below:

[4 + 15 + 1 + 10 + 6 + 4 + 15 + 5 + 10 + 10 + 10 + 6 + 4] / 13 = 7.7

The difference from the mean and its square are revealed in the table below:

Question 1

Question 2

Question 3

Question 4

Question 5

a b c a b a b c

4

15

1

10

6

4

15

5

10

10

10

6

4

*-3.7

7.3

-6.7

2.3

-1.7

-3.7

7.3

-2.7

2.3

2.3

2.3

-1.7

-3.7

**13.69

53.29

44.89

5.29

2.89

13.69

53.29

7.29

5.29

5.29

5.29

2.89

13.69

* differences

** variances

The variance is computed below:

3.72 + 7.32 + 6.72 +2.32 + 1.72 + 3.72 + 7.32 + 2.72 + 2.32 + 2.32 + 2.32 + 1.72 + 3.72 = 13.39 + 53.29 + 44.89 +5.29 + 2.89 + 13.69 + 53.29 + 7.29 + 5.29 + 5.29 + 5.29 + 2.89 + 13.69 = 226.77

The standard deviation is the square root of the variance, meaning that it is 15.05.

Based on the study conducted, it has normally been identified that the population assessed revealed lower budgets and spending capabilities comparative to the previous year. Based on each of the addressed questions, the findings reveal the following:

The majority of the customers (75 per cent) would be buying between five and ten gifts; 4 respondents (20 per cent) indicated that they would be buying less than five gifts and only one respondent indicated she would be buying over ten gifts.

Half of the respondents indicated that their current budget for holiday shopping was smaller than that of the previous year. One third of the respondents indicated that their budget was somewhat similar to that of the past year and the rest indicated that their budget was weaker.