MKT 470: Marketing Research

Section 01, spring 2021

Final Assignment
 Ans.To.The.Ques.No.1

For planning to open a new casual dining restaurant in one of two areas in my local community, I
need to do an electronic secondary data search on some key variables which will allow me to
make a logical decision. For that, I have to survey them with some relevant questionnaires. The
survey questions are given below:

Demographic Questions

Gender

1. Male
2. Female
3. Other

Age Range

1. Under 18
2. 18-24
3. 25-34
4. 35-44
5. 45-54
6. 55 and above

Which place in Dhaka city do you visit most?

1. Gulshan
2. Uttara
3. Mirpur
4. Dhanmondi

In your perception which location is most suitable for a casual dining restaurant?

1. Gulshan
 2. Uttara
3. Mirpur
4. Dhanmondi

How often do you visit a restaurant?

1. Very often
2. Not very often
3. Once a week
4. Once a month
5. Never
6. Not sure

What do you think at which place restaurants should be located

1. Near office
2. Near home
3. Near University\schools\college
4. Near park

At what percentage do you prefer to open a restaurant in Gulshan area

1. Less than 10 %
2. 20-50%
3. 70- 80%
4. 90-100%

At what percentage do you prefer to open a restaurant in Uttara area

5. Less than 10 %
6. 20-50%
7. 70- 80%
8. 90-100%

At what percentage do you prefer to open a restaurant in Dhanmondi area

 9. Less than 10 %
10. 20-50%
11. 70- 80%
12. 90-100%

At what percentage do you prefer to open a restaurant in the Mirpur area

13. Less than 10 %

14. 20-50%
15. 70- 80%
16. 90-100%

If you have to choose a location for opening a casual dining restaurant then the place would be
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Ans. To.The.Ques.No.2

Each of the situations is different and we have to use different exploratory research designs for
doing market research. The research designs are described below:

a) Focus Group– Zales jewelry retailer wants to better understand why men buy jewelry for
women and how they buy that. It refers to a group of people about what is on their minds and
why they think about it. A focus group would be appropriate for this situation. It helps to gain an
in-depth understanding of a certain group of people. It enables researchers to gather information
related to the customer’s perceptions about products or services to reveal true customer’s beliefs
and attitudes. Zales can involve six to ten respondents in each group and ask a series of
predetermined questions. The answers will be open-ended and free to discuss with each other.
b) Observation Methods– The owner of the local Burger King located by my university is
planning to build a playland and wants to know which play equipment is most interesting to
children. For this situation observation methods would be appropriate. It develops positive
relationships with respondents and helps to bring out valuable insights about the customers. This
method will enable Burger King to observe the natural behavior of children and can understand
which play equipment they like or dislikes.

c) In-depth interview- Victoria Secrets wants to know and understand about body images. We
all know that it is a very sensitive issue to every woman. If this topic is discussed in a group then
it can cause several sensitive issues and misunderstandings. That’s why An depth interview is
appropriate for this situation. Each woman will be asked some questions to share their true inner
thoughts about the topic and understand what they feel about it.

d) Projective Techniques/Focus Group- The director of on-campus housing proposes some

significant changes to the physical configuration of the current on-campus dorm rooms for
freshman and newly transferred students. With projective techniques, the director can identify
meaningful design changes according to freshman and transferred student’s needs. He will
understand what the customers think and require. The Focus group design method would be
appropriate for this situation as it is a matter of a group of people’s needs. The new transferred
students and freshmen need some significant changes and that’s why the director proposes that.

e) Ethnographic – The corporate VP of merchandising for Whole Foods supermarkets would

like to know the popularity of a new brand of cereal that is produced by General Mills. For this
situation, ethnographic research design methods would be appropriate. It helps to observe
consumer habits and target matters to discover the true market needs. As Whole Foods wants to
know the market demand of a particular branded item, ethnographic research will help to gather
specific information. This method includes fieldwork, physical interviews, and online surveys for
gathering the information.
 Ans.To.The.Ques.No.3

A potential source of error might be associated with the proctor and gambles manager’s line of
questioning. The errors are described below:

Systematic Error – There might be a systematic error associated with the manager's line of
questioning. As he or she asking questions about the related factor there might be many things
such as,

● Sample Selection Error - There can be selection biases. Managers can select improper
samples during the survey which can result in accidental bias in the results.
● Interviewer Error - The manager can fail to pose correct questions or record responses.
It can lead to biased results and can increase variability.
● Interviewer Cheating- There can be a practice of filling in fake answers. The manager
can falsify questionnaires while working as an interviewer.
● Response Error - There can be a lack of accuracy in responses to questions. The
response can be misinterpreted by the questions
● Respondent Error- Respondents can misinterpret the questions and give wrong
perceptions or answers. It can cause inaccuracy to enter the survey data.
● Non-Response Error- It arises from the inability to obtain a useful response to all the
questionnaires. It can lead to biased estimates and difficulty in the survey.

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 Ans.To.The.Ques.No.4

The measurement scale is very much important to perform any statistical analysis of data. We
have to first understand the variables and how it’s measured. As the local ford dealership is
interested to collect data on some information, they need to design the measurement scale to
analyze the statistics. The four measurement scale designs are given below:

a) Nominal Scale Design – Nominal scale is qualitative. Here variables are divided into two or
more categories. For the local dealership, the question and measurement would be

 How likely are young adults to purchase a new automobile within a year after graduating
from college?

o Interested to purchase

o Have no interest to purchase

b) Ordinal Scale Design – It is quantitative data which is the second level of measurement. For
the local dealership, the question and measurement would be

 Please check the one response about how likely are young adults to purchase a new
automobile within a year after graduating from college?

o Unlikely to purchase

o Definitely will purchase

o Definitely will not purchase

o Likely to purchase

o Undecided

c) Interval Scale – The interval scale is quantitative research where there is a different between
two variables and most of the time presented with a percentage. For the local dealership the
question and measurement would be
  Which one of the following percentages ranges best describes the chances of you
purchasing a new automobile within one year after graduating from college?

o 90-100% chance of purchasing

o 50 – 70% chance of purchasing

o 20-40% chance of purchasing

o Less than 20%

d) Ratio Scale – Ratio scale is also a quantitative research and it’s a fourth level of measurement
scale. For the local dealership the question and measurement would be

 Please write down the percentage value that best describes the chances of you purchasing
a new automobile within one year after graduating from college
---------------------.

In my opinion, the Ordinal Scale would be most useful to the dealership to collect the required
data. It is more effective to use in surveys, polls, and questionnaires. It has simplicity in analysis.
Also, they will get a perfect analysis by using an ordinal scale. It will show the degree of
agreement among respondents and can easily understand the reaction.
 Ans.To.The.Ques.No.5

ONE SAMPLE T TEST

STEPS : Go to “Analyze“, click on “Compare Means“ then go to “One Sample T Test“. Select
one variable and move it to the “Test Variable” box. Select a test value. Press ‘Ok’ and the test
result will show up. Go to “Data” and click on ‘Split File”. Select “Compare Group” and move
one group from the list to “Group Based On” box, it will show individual measures for different
groups.“One Sample Test” is a test which can be done for only one variable.
 Independent Samples T Test

STEPS : Go to “Analyze“, click on “Compare Means“ then go to “ Independent Samples T

Test”. Select a variable. Select a ‘Grouping variable’ for different outcomes from different
groups. Press “Define Groups” and select numbers for the group. Through this test, more
specifics results are found than “One Sample T Test”.
 Crosstabs

STEPS : Go to ‘Data’ and select “Select Cases”. Select “If condition”. Select a group and put
group = defining number (ex: ABCD=1). Go to “Analyze”, click on “Descriptive Statistics” and
select “Crosstabs”. Add Variables and Groups on row and column box. This test is not
automatically generated unless inputs are given.

One-Way Anova
STEPS : Go to “Analyze”, click on “Compare Means” and select “One-Way Anova”. Move
variables to the “Dependent List” and select a group and move to “Factor” box. Click on option
and select the following boxes ; Descriptive, Homogeneity of variance test, Brown forsythe test,
Welch test, Means plot. Then click Ok. A descriptive table and Anova table will show up. Anova
is more specific and descriptive test among these tests.