What is the target population that you intend to investigate, and why?
This exam paper assesses your understanding of the marketing research process. To achieve that, you need to respond to the following short response questions concerning the Archie and Rose case study. This task requires you to design and plan a research project which responds to the case study.
It is an open-book exam that you can only access the following sources:
Archie’s website www.archierose.com.au
Hair, J. F., Lukas, B., Roberts, K., & Lee-Lukas, S. (2014). Marketing Research (4th ed.). McGraw-Hill Australia.
Any other source would be in breach of academic integrity.
Once the management decision problem has been identified, the researcher will then focus on a research question. Write a research question which addresses the client brief. Word limit +/- 60 words (4 marks)
Based on your research question, what research design and the respective research method(s) will your project use to generate data which will respond to the research question? Why? Word limit +/- 170 words (4 marks)
What is the target population that you intend to investigate, and why? Sampling unit? Sampling frame, and why? What sampling method will you employ for your research project, and why? What is the appropriate sample size, and why? Word limit +/- 130 words (4 marks)
How do you intend to collect data, and Why? Word limit +/- 100 words (2 marks)
How do you intend to analyse the data and interpret the results, and Why? Word limit +/- 130 words (4 marks)
Which ethical issues may, directly and indirectly, affect your research project, and how would you overcome/mitigate them? Word limit +/- 100 words (2 marks)
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