MKT202 Marketing Research: Primary Data Collection Tools Design

This assignment provides a detailed solution for designing data collection tools within the context of marketing research (MKT202). It includes a research timeline and benchmark table outlining activities such as market surveys, needs identification, source selection, and social media contest development. The assignment incorporates a survey questionnaire designed to gather numeric data, covering demographics, Adidas product usage, expectations, and feature preferences. Data analysis is performed on responses from 30 participants, revealing insights into gender distribution, age groups, product usage frequency, customer satisfaction, and preferred purchasing channels. The analysis interprets collected data through tables and charts, highlighting key findings related to customer perceptions of Adidas products and services. Desklib offers a range of study tools and resources for students, including access to past papers and solved assignments.

Running Head: STRATEGIC MARKETING
STRATEGIC MARKETING
Adidas
Preeti Singh_JPR

STRATEGIC MARKETING 1
Research timeline and benchmark
The research timeline is used to examine specifies a time for accomplishing a task that is
discussed as below by table:
Strategic
marketing
Activities
Wee
k 1
Week
2
Week
3
Wee
k 4
Week
5
Wee
k 6
Week
7
Wee
k 8
Week
9
Week
10
Conducting a
Market
survey of
customers
Identify the
needs and
wants of
consumers
Selecting
sources of
marketing
Developing
social media
contest and
Launching
social media
contest
Review
performance
Take follow
up action
With respect to the above timeline and benchmark table, it is evaluated there are certain
activities that could be accomplished by the research scholar like conducting market survey

STRATEGIC MARKETING 2
on customers, identify needs and wants of consumers, selecting sources of marketing,
developing social media contest and launching social media contest, review performance, and
take follow up action. From this, it is analyzed that selection of marketing sources take more
time as compared to other research activities. Research has estimated 10 weeks of time to
accomplish the research activities.
Survey through questionnaire
Survey through questionnaire is effective for collecting the numeric information about the
research matter. The designed questionnaire is discussed as below:
Your gender
 Male
 Female
Your age
 Under 19
 19-24 years
 25- 29 years
 More than 30 years
Do you ever use Adidas products and services?
 Yes
 No
How frequently you used products and services of Adidas
 Once a week
 Once in 16 days
 Once a month
 Once a year
Please select one of following that describes Adidas product

STRATEGIC MARKETING 3
 Great
 Fine
 Buggy
 Good, but are some issues
How well the products and services of Adidas attain your expectation
 Very well
 Well
 Fine
 Badly
Please select one of the following that is most valuable to you
 Product Price
 Quality of Product
 Design of Product
 Prompt services
Please select one feature that Adidas is missing
 Quality Product
 Prompt services
 Price of Product
Which of the following source are you selecting for goods and service
 Online source
 Offline source
 Others
Were you able to found the information you were looking for on Adidas websites
 Yes
 No

STRATEGIC MARKETING 4
Chapter 4: data analysis
The data analysis is effective for evaluating the information as it is collected by survey
through questionnaire method. This research is conduct on 30 research participants by
considering online method. The obtained information is shown by following table and chart.

STRATEGIC MARKETING 5

STRATEGIC MARKETING 6

STRATEGIC MARKETING 7
Interpretation
From the above table and chart, it is evaluated that the researcher has selected male and
female for conducting this research. In this, 60% out of 100 participants were female while
40% were male. It is also evaluated that 14 out of 30 research candidates are coming in 25-29
years of age group while 1 out of 30 has more than 30 years. It is illustrated that 27 out of 30
research candidates were products and services of Adidas while 3 out of 30 were not the
goods and services of Adidas. 11 out of 30 research candidates purchase products and
services of Adidas once a week only 4 out of 30 candidates were purchased Adidas products
and services once a year. From the collected data, it is evaluated that the goods and services
of this organization are greater as compared to competitors. Apart from this, it is evaluated
that 22 out of 30 research candidates seek Adidas meet the expectation of their consumers. 13
out of 30 research candidates believed that consumer gives more value to the quality of
products and service. Further, it is stated that 14 out of 30 candidates seems that product price
quality is missed by the Adidas while 8 out of 300 research candidates seeks the quality of
that prompt service is missed by the organization. Moreover, 20 out of 30 participants were
believed in using online sources as compared to another method. Further, it is also evaluated
that 29 out of 30 believed that they were capable to easily address the information of product
and services on Adidas web.

STRATEGIC MARKETING 8
References
Solomon, M.R., White, K., Dahl, D.W., Zaichkowsky, J.L. and Polegato, R., 2017. Consumer
behavior: Buying, having and being. Boston, MA, USA: Pearson.
Bamossy, G.J., and Solomon, M.R., 2016. Consumer behavior: A European perspective.
USA: Pearson Education.