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48 views5 pages

Pretest On Marketing Research

Uploaded by

jakebasse7
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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1.

Names of member of the group :

Target businesses are

● University Campuses: Algonquin College and University of Ottawa


● Shopping Centers: Various malls and retail areas
● Highway Rest Stops: Along major highways
● Neighborhoods: Throughout Ottawa's residential areas

2. persona for Tim Hortons' coffee and snacks target market:

5 geographic segment personas for Tim Hortons' target market in Ottawa:

Persona 1: Downtown Ottawa


Location: Centretown, Byward Market, Parliament Hill
Persona 2: Kanata Tech Park
Location: Kanata, March Road, Terry Fox Drive
Persona 3: Orleans Family-Friendly
Location: Orleans, Innes Road, Trim Road
Persona 4: University Students
Location: University of Ottawa, Carleton University, surrounding neighborhoods
Persona 5: Suburban Commuters
Location: Barrhaven, Nepean, surrounding suburbs

3ai. The number of target market living in Ottawa city is 31,745.


ii. The ward with the highest population is ward 14, Somerset with a population of 3,170.
3b
i. Age 25 to 29, ward 14, there are more females than male in the city of Ottawa; 3,170 and
3,140 respectively.
ii. There are more age group of male age 15 to 64 distributed in private household than female,
81 to 79 respectively
iii. There are more female immigrants, age, 15 to 44 than male
Total male immigrants in Ottawa =41,310
Ward 14 =1420
Total female immigrants in Ottawa =48775
Ward 14 =1895

4i. The target market population is growing, the reason is that Ottawa's population for age 20 to
24 is 33,515 while the target market population, ages 25 to 29 is 31,745.
ii. Female immigrants grew from 15,160 between 2006 to 2010 to 15,786 between 2011 to
2016.
iii. Generation status, first, second and third generation populations are 5310, 3665 and 9360
respectively for females. The data show a rise in population for ward 14, Somerset.
iv. Total couples with children are more in number, 133,900, compared to couples without
children, 99,760. This is likely to grow the population.
5.a. The type of sampling technique our group recommends is probability sampling

● Simple Random Sampling (SRS): Randomly select customers from Ottawa Tim Hortons
locations.
● Stratified Sampling: Divide Ottawa into regions (e.g., downtown, suburbs) and sample
from each stratum.
● Cluster Sampling: Select specific Tim Hortons locations in Ottawa and sample all
customers within those locations.

b. The reasons for choosing probability sampling for Tim Hortons coffee and snacks in Ottawa
are (Joseph F. et al) :
● Representativeness: Probability sampling ensures that the sample is representative of
the target population (Ottawa Tim Hortons customers).
● Unbiased: Probability sampling minimizes bias, as every individual has an equal chance
of being selected.
● Generalizability: Results can be generalized to the larger population with confidence.
● Reliability: Probability sampling provides reliable estimates, as the sample is randomly
selected.
● Accuracy: Probability sampling reduces errors due to sampling bias.

6. To ensure a sampling plan is both valid and reliable for Tim Hortons coffee and snacks in
Ottawa:

Sampling plans for validity must include:

● Clear research objectives: Define specific, measurable goals (e.g., understanding


customer preferences).
● Representative sample: Select participants that accurately reflect the target population
(Ottawa Tim Hortons customers).
● Relevant data collection methods: Use surveys, interviews, or focus groups that
effectively capture required data.
● Sampling frame: Ensure the sampling frame (e.g., customer database, social media)
accurately represents the population.
● Minimize bias: Use techniques like random sampling, stratification, and clustering to
reduce bias.

Sampling plans for reliability must include:


● Consistent sampling procedure: Standardize data collection methods and protocols.
● Sufficient sample size: Ensure adequate participants (e.g., 300-500) for reliable results.
● Data quality checks: Verify data accuracy through pilot testing, data cleaning, and
validation.
● Response rate optimization: Maximize response rates through incentives, reminders,
and clear communication.
● Data analysis rigor: Apply statistical methods and tests to ensure reliable
conclusions(Wilson, 2010).

6. Sampling error can be handled through:

Design-Based Methods(KH. Esbensen, et. al, 2018)


● Increase sample size: Larger samples reduce sampling error.
● Stratified sampling: Divide population into subgroups to ensure representation.
● Cluster sampling: Sample groups (clusters) to reduce error.
● Systematic sampling: Select samples at regular intervals.

Statistical Methods

● Confidence intervals: Estimate population parameters with margins of error.


● Hypothesis testing: Test significance of findings.
● Regression analysis: Model relationships between variables.
● Bootstrapping: Resample data to estimate variability.

Non-covered error, also known as non-sampling error, can be handled through:

Prevention

● Clear survey design: Ensure questions are relevant and concise.


● Pilot testing: Test survey and data collection methods.
● Data quality checks: Verify data accuracy.
● Training data collectors: Ensure consistency.

Detection

● Data cleaning: Identify and correct errors.


● Data validation: Verify data against external sources.
● Data editing: Check for inconsistencies.

Non-response error can be handled through:


Pre-Survey

● Clear survey design: Ensure questions are relevant and concise.


● Pilot testing: Test survey and data collection methods.
● Incentives: Offer rewards for participation.
● Personalization: Address respondents by name.

Data Collection

● Multiple contact methods: Email, phone, mail, online.


● Follow-up reminders: Send reminders to non-respondents.
● Flexible response options: Allow respondents to choose format.
● Mobile optimization: Ensure survey compatibility.

Post-Survey

● Non-response analysis: Identify characteristics of non-respondents.


● Weighting adjustments: Adjust data to represent population.
● Imputation: Fill missing values with estimated data.
● Response rate analysis: Monitor and improve response rates.

Office Errors are handled in the following ways :

● Double-data entry: Enter data twice to verify accuracy.


● Data validation rules: Establish rules for data validation.
● Automated data checks: Use software to check data.
● Data processing protocols: Establish standardized procedures.

8. References
● KH. Esbensen, R.J. Romañach and
A.D. RománOspno, “Theory of
Sampling (TOS): A necessary and
sufficient guarantee for reiable muti
variate data anaysis in pharmaceu
tical manufacturing”, in Multivariate
Analysis in the Pharmaceutical
Industry, Ed by AP Ferreira, JC
Menezes and M Tobyn (Eds)
Academic Press, London, pp 5391
(2018) https://doiorg/101016/
B9780128110652.000059
● Joseph F. Hair Jr. William C. Black Barry J.
● Babin Rolph E. Anderson Multivariate Data
Analysis 7th edition. Pearson Education Limited; England 2014
● WILSON, J. 2010. Essentials of business research: a guide to doing your research
project, SAGE Publication.
● https://ottawa.ca/en/city-hall/public-engagement/projects/ottawa-ward-boundary-review-
2020
● https://documents.ottawa.ca/sites/documents/files/growth_projections_2014to36_en.pdf

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