Marketing and Survey Research

Running head: MARKETING AND SURVEY RESEARCH
Marketing and Survey Research
Name of the Student
Name of the University
Author Note

1MARKETING AND SURVEY RESEARCH
Table of Content
Sampling, Data Collection and Analysis...................................................................................3
Sampling plan:.......................................................................................................................3
Target population:..................................................................................................................4
Sampling procedures and implementation:................................................................................5
Simple Random Sampling:....................................................................................................5
Implementation:.....................................................................................................................5
Data collection methods:............................................................................................................6
Survey:...................................................................................................................................6
Data collection instruments:.......................................................................................................7
Questionnaire:........................................................................................................................7
Data analysis:.............................................................................................................................8
Qualitative Data Analysis:.....................................................................................................8
Quantitative Data Analysis:...................................................................................................8
Descriptive research method:.................................................................................................9
Limitation...................................................................................................................................9
References................................................................................................................................10

2MARKETING AND SURVEY RESEARCH
As with assessment 1:
Management Decision Problem (MDP)-How should Myer influence consumer’s
purchase intension through developing brand image in dynamic Australian market
environment
Rationale:
The above stated management decision problem is identified and formed on the basis of the
current operational state of Myer. As there are many player in the sector such as David Jones,
Country Road, Pacific Brand, etc, Myer has to work in its branding strategy to influence the
purchasing decision of customers. This initiative is required because present marketing
situation indicates that customers may switch to other brands when they observe more
appealing elements (Chiu et al., 2014). The increasing crowd of departmental stores and
brands in Australia are indirectly pushing the existing organizations like Myer to create
unique branding strategies which helps to differentiate the brand from others and retain the
customers.
Management Research Question (MRQ)-How does Myer incorporate digital media
marketing to promote its brand in wide Australian market and to approach target
customers?
Rationale:
Incorporation of digital media marketing strategies is highly required because it is undeniable
that technology is rapidly developing and this development of technology has been a trend
now and marketers are applying this trend in their business. Digital marketing techniques
help the brand to promote the products and services to the large and remote market, as it
provide a faster reach and personalization marketing. Moreover, Armstrong et al., (2015)
customers are more responsive towards the digital media promotion. Particularly,

3MARKETING AND SURVEY RESEARCH
Balakrishnan, Dahnil and Yi, (2014) performed an experimental study and found that almost
58% of the customers in the survey have mentioned that they buy products by being
influenced by the brand activities in internet.
Research Objective:
 To develop effective branding strategies to enhance brand image and influence
customers’ buying decision
 To develop suitable digital marketing strategies to place the brand in the market
Sampling, Data Collection and Analysis
Sampling plan:
Sampling plan remains as the detailed outlet of which particular measurements should
be taken at what times, in what materials and in what manners. According to Robinson
(2014), sampling can be defined as a particular set of principles used to identify members of
population to be engaged in the research. So sampling is usually applied because due to large
number of population, the authors have no choice but to investigate a number of cases
elements within the population to represent the population and find a conclusion about the
population. The sampling technique is widely divided into two different categories such as
probably and non-probability sampling. The following images shows the interrelated
sampling types derived from both probability and non-probability sampling.