Marketing Research Assignment 2022

MARKETING RESEARCH

Table of Contents
3. Survey design.........................................................................................................................3
4. Target population...................................................................................................................4
6. Conclusion..............................................................................................................................5
Reference list..............................................................................................................................6
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3. Survey design
Conducting survey is recommended to SKY HIGH real estate developers. For conducting this
study, it is essential to design a survey questionnaire that can help to gain the required
information to eliminate uncertainty in future development projects. As opined by Springer et
al. (2016), survey questionnaire helps to gain fresh data from a large population. Heart of a
research process is the survey questionnaire, which helps in achieving desired objectives of
research. Cognitive model can be related to this process of survey questionnaire designing.
This model helps in analyzing the process that respondents adopt while answering questions
(Miller and Willis, 2016). At first they interpret the questions and obtain relevant information
from the database or memory. After this process, judgment formation occurs regarding
answering the questions. Analyzing information helps respondents to take tentative
judgments like providing rating to a factor. For example, in Likert scale, respondents need to
provide a rating, which needs proper analysis and making judgments. The next process
includes formatting the answers and providing a response to the questions.
In this survey, both open and closed-ended questions are recommended to be asked to the
target audience. Hence, for designing the questionnaire, it is essential to gain intense
knowledge about the study area. Designing of questionnaire needs to be started by gaining
common knowledge about the respondents. This can be done by including a part of
demographic questions at the start of the survey process. Questions regarding age, monthly
income, gender, and educational qualification can help the researchers to gain a brief idea
about the respondents. As stated by Brace (2018), close-ended questions are used to be asked
by those researchers who have proper knowledge about probable answers of respondents.
Close-ended questions need to have options and rating scales such as Likert scale. Moreover,
short bipolar questions with answers like yes or no are also recommended while designing the
survey questionnaire.
Guidelines provided in BRUSO model for designing a proper questionnaire is recommended
to follow. BRUSO stands for brief, relevant, unambiguous and objective. The questionnaire
need to be brief, which can help to eliminate any sorts of confusion. Besides, all questions
that will be designed in the questionnaire must be relevant to the study (Patten, 2016). This
means the questions must have a connection with factors of uncertainty during real estate
projects. The questions asked need to be unambiguous, which means it needs to be direct
and simple. This can help respondents to analyze the question and make judgments for
answering properly. Questions must be specific and using proper grammar is recommended,
which can help to increase clarity of the questionnaire. Moreover, it is also recommended that
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