University Marketing Research Report: Data Collection and Analysis

This report presents a comprehensive analysis of a marketing research project, focusing on the evaluation of a draft questionnaire designed to assess consumer understanding, preferences, and brand associations within the toothpaste and oral hygiene product category. The report recommends the use of the questionnaire method for data collection and advocates for stratified random sampling to ensure a representative sample of 3000 consumers aged 18 and above who use these products. The report details the advantages and disadvantages of these methods. It further suggests the application of Chi-square tests, correlation, and paired t-tests for data analysis, aligning with the research objectives of identifying consumer segments and determining brand preferences. The second phase of the research is discussed, recommending a deductive approach with quantitative data collection. The report also includes the development of a questionnaire as the primary instrument for data collection. Finally, it explores how the project could be adapted into a longitudinal study.

Running head: MARKETING RESEARCH
Marketing Research
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Question 1........................................................................................................................................2
Part A...............................................................................................................................................2
Critically evaluate the draft questionnaire developed for the research............................................2
Part B...............................................................................................................................................3
What data collection method would be recommended for the survey?...........................................3
Advantages and disadvantages of using the recommended method............................................4
Advantages of Questionnaire method..........................................................................................4
Disadvantages of Questionnaire method.....................................................................................4
Part C...............................................................................................................................................4
Making recommendation on the type of sampling method that should be used in the research.....4
Advantages and disadvantages of using the method...................................................................5
Advantages of stratified random sampling..................................................................................5
Disadvantages of stratified random sampling..............................................................................5
Part D...............................................................................................................................................5
Analyze and report data collected from the questionnaire..............................................................5
Explain three inferential statistical tests that would be appropriate to address the research
objectives.........................................................................................................................................6
Question 2........................................................................................................................................7

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Making recommendations on research methods that could be used in Phase 2 of the research
project..............................................................................................................................................7
Data collection methods and proposed sampling plans...................................................................8
Question 3........................................................................................................................................8
Developing an instrument to be used for data collection based on recommendation of a research
method.............................................................................................................................................8
Question 4......................................................................................................................................10
Part A.............................................................................................................................................10
Using theory and frameworks discussed in the course and explain how proposed research project
could be turned into a longitudinal research study........................................................................10
Part B.............................................................................................................................................11
Making recommendations on how longitudinal research would be designed...............................11
Reference List................................................................................................................................12

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Question 1
Part A
Critically evaluate the draft questionnaire developed for the research
After reviewing the draft questionnaire for the research, the questions are prepared to
collect data that address or links with the research objectives (Vaioleti 2016). The questionnaire
are drafted to get answers from the customers about how much they have proper understanding
of brands of toothpastes and oral hygiene product category. The questions are drafted in order to
understand the customer segments in the toothpastes as well as oral hygiene product category.
With the help of questionnaire method, it was easy to find out determining brand preferences as
well as brand association for the toothpastes and oral hygiene product category by consumer
segments (Blumberg, Cooper and Schindler 2014). After evaluating the draft questionnaire, it
was easy to gather facts from the customers about their needs and expectations for the products
(toothpastes and oral hygiene product). The researcher here is engaged in conducting a research
project for a large Australian supermarket. The client here is evaluating the toiletries as well as
health products for assessing the viability of launching a wide range of private label toothpastes
and oral hygiene products at the same time. The managers along with the research assistant are
working with the client and started to develop the market research project (Taylor, Bogdan and
DeVault 2015).
After evaluating the draft questionnaire that had been prepared for the current research
study, it is noted that the questions are prepared by keeping in mind about the research

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objectives. The first research objective is to recognize the consumer segments in the toothpastes
as well as oral hygiene products. The second research objectives are to determine the brand
preferences as well as brand associations for the toothpastes as well as oral hygiene product
category by consumer segments. The data collected by using questionnaire method will properly
address the research objectives of both the phases where the first phase is set to look at the usage
and brand preference study for toothpastes as well as oral hygiene product category. The second
phase is about the study that helps in assessing the potential for a range of private-level
toothpastes as well as oral hygiene products (Tarone, Gass and Cohen 2013).
Part B
What data collection method would be recommended for the survey?
The data collection method used in the survey should be questionnaire method as it was
easy to gather information by using this method and it should link with the research questions
and objectives (Smith 2015).
Questionnaire is one of the data collection methods that are recommended to be used in
particular research study as it is administered to the respondents. Here, open-ended questions are
asked to the respondents that are followed by response options. Furthermore, there are
questionnaires that need to be asked to the respondents for exploring the answers of the
respondents (Roberts 2013).

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Advantages and disadvantages of using the recommended method
Advantages of Questionnaire method
Questionnaire method is effective for market or consumer research where close-ended
questions can be asked to the customers (Blumberg, Cooper and Schindler 2014). Questionnaire
method is not at all expensive, quick and easy to analyze the data. This method is used by the
researcher as it is best way to get the results where the respondents quickly answer the set of
questions asked.
Disadvantages of Questionnaire method
Using questionnaire method limits the understanding of researcher and need budget for
reproduction of survey questionnaires (Reynolds et al. 2014).
Part C
Making suggestion on the type of sampling method that should be used in the research
In the research brief section, it is properly mentioned that client will define a target
population and number of sampling requirements for the present study (Panneerselvam 2014). It
was requested that the sample size should be minimum of 3000 consumers whose age group is
more than 18 years. The consumers selected should use toothpastes and mouthwash and dental
floss. Stratified random sampling should be used for this particular research study. It is because
the sample population is divided into different strata. After that, it is required to select simple
random sample from each spectrum. It is recommended to the researcher to use stratified random
sampling for obtaining a sample population that best represents the entire population that is being

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studied. This type of random sampling requires first dividing a population into sub-populations
as well as then relating random sampling technique to each sub-population to form a test
grouping (Neuman 2016).
Advantages and disadvantages of using the method
Advantages of stratified random sampling
One of the advantages of stratified random sampling method is that it eliminates selection
bias. It mainly stratifies the entire population before selecting random sampling methods as it
help in ensuring a sample that correctly replicate the population that had been studied in terms of
principle used for stratification (Neuman and Robson 2014).
Disadvantages of stratified random sampling
One of the demerits of stratified random sampling is that it cannot be used in every
research study. It is required for the researcher to recognize every member of a population that is
being studied as well as classifies into one that is the sub-population (McGivern 2013).
Part D
Analyze and report data collected from the questionnaire
In this particular question, it is properly explained about how it will analyze and report
data collected from the questionnaire in the present research study (Matthews and Ross 2014).
After setting objectives, it is now required to explain three inferential statistics tests for the
present research study. The first objective was set to understand the consumer segments in the
toothpastes as well as oral hygiene category. The second objective was set to establish the brand

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preferences as well as brand associations for the toothpastes and oral hygiene products by
consumer segments (Blumberg, Cooper and Schindler 2014).
Explain three inferential statistical tests that would be suitable to tackle the research
objectives
The three inferential statistical tests that should be used by the researcher in the present
research study are Chi-square test, correlation and Paired T-Test. For the first objectives, Chi-
square test will be used where customer segment and demographic profile (age, gender,
occupation and qualification) will be under one segment and other segment will comprise of
toothpastes and oral hygiene products (Mackey and Gass 2015). Chi-square test is one of the
statistical hypothesis test that help in determining whether there is a important difference
between the predictable frequencies as well as experiential frequencies in one or two categories.
For the second objectives, two inferential tests will be carried out and these are
correlation and Paired T-Test. In case of correlation, individual brand names with their
preferences will be tested (Blumberg, Cooper and Schindler 2014). By using the test, it will be
easy to understand which brand is preferable or likeable and then analyze the best one for getting
final outcome. Correlation is one of the statistical techniques that highlights whether and how
strongly pairs of variables that get related. In case of Paired T-Test, brand association and brand
preferences will be taken into consideration and look at their association for getting final results.
Paired T-test is one of the statistical test for comparing two population that have two samples
where observations can be paired with observations in the other sample (Leary 2016).

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Question 2
Making recommendations on research methods that could be used in Phase 2 of the
research project
There are two types of research approach that need to be evaluated by researcher and
these are deductive approach and inductive approach (Gummesson 2014). The research methods
that could be used in Phase 2 are deductive approach. This approach actually starts from general
to specific. Deductive approach deals with developing a theory as it is based on accessible theory
as well as then scheming research plan for testing the theory. Deductive reasoning is one of the
top-down approaches where the market researcher begins a study by considering theories that
have been developed in combination with the interest of topic. Deductive approach lets a market
investigator think about the research that already has been conducted as well as developed an
idea about extending or adding to that hypothetical groundwork. Deductive approach can be used
by the researcher where they can make use of existing theories and model and then draw
conclusion for getting better outcomes (Blumberg, Cooper and Schindler 2014). Any existing
theory can be used if the researcher starts taking the deductive approach into consideration. This
approach is quite better for this study as compared to inductive approach because inductive
approach need innovative and new approaches that are used in the research study. However, it is
not possible for the researcher to use inductive approach in the present research study. Therefore,
the researcher should make use of deductive approach by using existing theories and then
analyzing it to get the best outcome of results (Gast and Ledford 2014).

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Data collection methods and proposed sampling plans
The data collection method used in the research study should be quantitative data
collection where questionnaire will be distributed to consumers (Glesne 2015). The sample size
is 3000 consumers whose age is more than 18 years and use toothpastes and oral hygiene
products. Sampling methods are categorized into two types such as probability sampling as well
as non-probability sampling. For this particular research study, probability sampling is used and
in that stratified sampling had been used (Blumberg, Cooper and Schindler 2014). The researcher
needs to categorize the samples into different strata where the respondents belong to age group
more than 18 and uses toothpastes as well as oral hygiene products. Stratified sampling method
will help in getting the respondents based on two basic criteria that had been already mentioned
in the research proposal. The sample population will be distributed in different strata that suffice
the criteria set by the research and link with the research objectives. Therefore, questionnaire
data collection methods should be used by the researcher and sampling method is stratified
random sampling for the present research study (Gast and Ledford 2014).
Question 3
Developing an instrument to be used for data collection based on recommendation of a
research method
The research instrument that will be used in the present research study is questionnaire.
Here, questionnaire is one of the most important or common research instruments for obtaining
the data beyond the physical reach of the observer. The questionnaire can be sent to 3000
consumers who can be either far away or just round the corner. The selection of consumer based

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on two criteria. The first one is the age group (more than 18 years) and the second one is the
consumer who uses toothpastes and oral hygiene products. The questions asked to these
consumers are closed ended-questions (Flick 2015).
The research instrument that should be used in the particular study is questionnaire where
the researcher should draft the questions that have clarity of language, singleness of purpose,
correct grammar as well as relevant to the objectives of the present research study (Blumberg,
Cooper and Schindler 2014).
At the time of drafting the questionnaire, the researcher should keep in mind to describe
or succeed terms that could simply be misinterpreted. The researcher should be careful in using
descriptive adjectives as well as adverbs. The researcher should not use any inadequate
alternatives and double negative words. Questionnaire comprises of number of questions where
the respondents has to answer in a given set of format. There is lot of differences between open-
ended questions as well as closed-ended questions. In this particular study, closed-ended
questions will be asked by the researcher to the respondents (Clark and Creswell 2014).
Questionnaire method facilitates data gathering as well as easy to test data for
dependability and soundness. This research instrument should be used by the researcher as it is
less time consuming as compared to interview as well as observation. The method preserves the
anonymity as well as confidentiality of the respondent’s reactions as well as answers. The
researcher while preparing the questionnaire should use statement that can be easily interpreted
the same way by the respondents of different sub-populations of interest. They should use
statement where the person that can even have options or traits that can given different answer to

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the same question asked by the researcher. Questionnaire method is inexpensive, quick as well as
easy for analyzing by the researcher (Choy 2014).
Question 4
Part A
Using theory and frameworks discussed in the course and explain how planned research
project could be turned into a longitudinal research
The planned research project could be easily turned into a longitudinal research study
because category management aims at improving the overall presentation in product category
through synchronized buying, pricing of the brands as well as merchandising for maximizing the
total performance of that category (Blumberg, Cooper and Schindler 2014). Longitudinal study is
one of the observational research methods where the data are collected for the same subjects
constantly over a given period of time span. This projects can expand over years where the same
individual are experiential over the given study period. In order to manage private-level brands,
it is required for the retailers to employ a concept that is termed as category management. This
theory had been explained in the entire course where category management is one of the
processes that is used for managing categories of products as business units as well as
customizing them into different stores for meeting the needs of the consumers. In order to
effectively evaluate the effectiveness of category management, it is essential for the retailers to
monitor the performance of their categories by using different metrics like market share as well
as profitability (Tarone, Gass and Cohen 2013).