Market Research: Design, Data Collection, Sampling and Analysis

Running head: MARKET RESEARCH
Marketing Research
Name of the Student
Name of the University
Author’s Note

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MARKET RESEARCH
Table of Contents
Introduction:....................................................................................................................................2
Question 1:.......................................................................................................................................2
A. Critically evaluate the draft questionnaire developed for the research.......................................2
B. Design an improved data collection instrument to be used for this research..............................3
C. What data collection method would you recommend for the questionnaires of question B?.....4
D. Recommendation on the type of sampling method....................................................................5
E. Data analysis and statistical tools of three types and choose one...............................................6
Question 2:.......................................................................................................................................7
A. Recommend an appropriate research design and data collection method..................................7
B. Describe how the data collection method could be implemented...............................................8
C. Recommend an appropriate sampling plan by highlighting advantages and disadvantages......8
D. Recommend an approach to analyzing the data collected..........................................................9
Question 3:.......................................................................................................................................9
A. How Label can monitor their brand positioning strategies by using appropriate theories and
framework........................................................................................................................................9
Conclusion.....................................................................................................................................10
Reference List:...............................................................................................................................11
Appendix:......................................................................................................................................12

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MARKET RESEARCH
Introduction:
In quest of running business process successfully in the market organizational experts
have to gain in-depth knowledge about customers’ needs and demands. Label has already
occupied a recognizable place in the domain of Australian retail industry. After receiving
tremendous growth in past 6 years the business experts of Label have decided to focus on
customers’ profile their current desires and trends for expanding the business in international
level. However, in order to expand their widespread wings of business in global market Label
would like to collect appropriate data and information on target customers. Based on their
feedback the organization would like reform their brand positioning strategies and product
designing methods. This very specific study would like to focus on using appropriate data
collection techniques as well as sampling method so that the business experts can gather
necessary data and information from the customers about their purchasing habits.
Question 1:
A. Critically evaluate the draft questionnaire developed for the research
In order to collect response from the target customers the research and development
department of Label have already made 23 survey questions. Among 23 survey questions 22
questions are made close ended where the customers would not get the scope to explain their
feedback (Palinkas et al. 2015). Customers would have to choose one specific opinion for giving
their feedback. In addition, 1 open ended question is made as well for collecting descriptive
point of views from the participants. While preparing the questionnaires R&D department has
focused on consumers’ purchasing behavior. The customers would like to inform why they

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MARKET RESEARCH
intend to use fashionable cloths (Shankar et al. 2015). Based on their feedback, the product
designers of Label would like to design their clothes.
In addition, the customers would like to respond on which specific brand they would
prefer in current market trend. Based on their brand preferences the organization would like to
expand their stock of products. The survey question would focus on know which specific scale
influences the customers in purchasing a brand (Navaz and Nawaz 2016). The scale includes
brand name, service quality, product quality, style, trends and fit. The questions set by R&D
department would enable the customers to provide their necessary feedback. Based on their
feedback the business experts would like to position their brand in market would design the
product as per customers purchasing behavior and deliver the services to consumers’ proper
destination (Teknomo 2016). In addition, the R&D department has made several demographic
questionnaires while conducting survey in order to get effective ideas about the age group,
gender group and income status of the target customers. The brand positioning strategy and
product pricing strategy would be highly dependent on the income status of target customers.
Finally, one open ended question is made for knowing the customers’ concern about products
and services of Label.
B. Design an improved data collection instrument to be used for this research
While evaluating the daft questionnaires it is observed that the R&D department of Label
has primary focused on survey questionnaire as most effective research instrument with close
ended questions mostly. As a result, customers would not get the scope to explain their point of
views behind choosing the option. Therefore, the customers would not get the scope to justify
their response (Fabijan, Olsson and Bosch 2015). However, while using the improved