Marketing Research Report: COVID-19 Self-Isolation Survey Analysis

This report details a marketing research study conducted at a university, focusing on the public's acceptance, support, and compliance with government marketing strategies related to self-isolation during the COVID-19 pandemic. The study employed a self-completion quantitative survey to gathe...Read More

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<University>
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<Author>
1 September 2024
<Professor’s name>
<Program of Study>

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Task 1: 40 Marks
Dear respondent,
I’m a researcher from the University of X and would like to collect some data on a self-
completion quantitative survey to measure the levels of acceptance, support and compliance
to the government’s marketing for self-isolation as a result of the Coronavirus or COVID-19.
Please note that your participation is voluntary, and you can withdraw at any point in the
study. This information will not be shared with a third party but only to be used for research
purposes that can inform decision and policymaking. If you wish to continue with the survey
which is approximately 15 minutes, then please sign below:
Respondent’s Sign____________________________________
Date_________________________
(Ordinal data)
# Acceptance- Rating scale: SA= Strongly Agree, A=Agree, NS=Not Sure, D-
Disagree, SD=Strongly Disagree (please indicate the abbreviation in the
box)
1 To what extent do
accept the
government’s need
for people to do self-
isolation?
2 Do you agree that
self-isolation is
accepted by most
people?
3 Does self-isolation
one of the best ways
of reducing the
spread of COVID-19
and is it accepted
globally?
Compliance- Rating scale: SA= Strongly Agree, A=Agree, NS=Not Sure, D-
Disagree, SD=Strongly Disagree (please indicate the abbreviation in the
box)
To what extent do believe that people are complying with the following
government suggestions when it comes to reducing the spread of COVID-19?
1 Wearing masks and
keeping social
distance
2 Regularly washing
hands with soap and
clean water
3 Staying at home

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4 Avoid gatherings like
churches
Support- Rating scale: 5 - very satisfied 4 - fairly satisfied 3 - can't say
2 - quite dissatisfied 1 - very dissatisfied (please indicate the number in the
box)
To what extent are you satisfied that the government support towards fighting
the spread of COVID-19 through the following factors is effective?
1 Distribution of masks
in public places like
supermarkets
2 Locking down some
states in the country
3 Cessation of
movements in some
parts of the country
4 Distribution of food
to the affected
families by COVID
19
5 Forced quarantine to
be suspected as
COVID-19 patients
Demographic characteristics.
13. Please indicate your gender by selecting one of the following (Nominal)
 Male
 Female
 Other
14. How old are you in years___________(Interval/Ratio)
15. What is your level of education? (Nominal)
 Primary
 Secondary
 College
 University
 Other________________

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Task 2: 20 Marks
Sampling plan
In the designed questionnaires, a random sampling approach is key in gathering an unbiased
sample of the population in a city of the study because of the following:
This is the only sampling approach known to generate key statistical results with reduced
events of statistical errors. The reason is in this sampling plan, all the participants within the
city have equal opportunities to be selected into the survey. Hence, participants are not left
outside the survey due to biasness, (Tarofder, et, al, 2019). Furthermore, designing this
sampling plan is easy and does not depend on extensive knowledge of the researcher. For
example, through this plan, participants can just be given folded pieces of papers with yes or
no and that those who picked yes can be enrolled in the survey by distributing survey
questions to eligible participants, (Rice, et, al, 2017). The method also enhances data
collection and that respondents are randomized thus giving the most accurate results which
can be generalized to other contexts. Well, limitations are that in survey respondents tend not
to give honest feedback due to the fear of fault-finding but they will be assured of their
confidence and privacy and that the information collected will be fully for research purposes.
Why other sampling methods are not appropriate in the designed questionnaires
Method Why not appropriate?
Stratified sampling Results are limited and cannot be generalized to other cities due to its
biasness while collecting datasets from participants.
Cluster sampling Findings from this plan are having a high similarity of the information
collected given that every cluster may have units that are identical to
one another. Furthermore, it is prone to sampling bias especially when
different subsets of the sample population are used from each cluster,
(Elfil, and Negida, 2017). The application of the research findings
from this sampling method may not be generalized to other areas.
Task 3: 40 Marks
Sample Description
The study was drawn from a population of approximately 337 respondents with the majority
being females who are also vegetarian than males as shown in the graph below.
Define
population
sample
Establish
population size
Identify contact
person types to
be used
Form a
sampling frame

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Main Findings
According to the findings in Table 2, there is are significant predictors of people supporting
other’s rights to hunt wild animals for sport and that the model is 41.5% accurately predicted
as indicated by the value of R square. These predictor variables include people’s opinions on
the fact that hunting is inhumane and should not be allowed in modern society, hunting is a
more humane method for people to get meat than farmed animals and that the respondents
would support a ban on the hunting of trophy animals (like lions). These variables are
statistically significant with a p-value <0.05. For instance, the results indicate that a unit
change in the attitude of people on whether hunting is inhumane and should not be allowed in
modern society would contribute to 0.509 decreases in people supporting other’s rights to
hunt wild animals for sport. Besides, a unit change in the attitude of people on whether
hunting is a more humane method for people to get meat than farmed animals would result in
a 0.179 increase in people supporting other’s rights to hunt wild animals for sport. Finally, a
unit change on the respondent’s attitudes to supporting a ban on the hunting of trophy
animals (like lions) would result in a 0.152 unit decrease in people supporting other’s rights
to hunt wild animals for sport.
Besides, the findings in table 3a indicate that the mean of respondents supporting people’s
rights to hunt wild animals for sport is high among males; 2.59 with a standard deviation of
1.14 while female respondents ad a mean of 2.13 and a standard deviation of 0.83. besides,
the results of the t-test in table 3b show that there is a statistically significant difference in
supporting people’s rights to hunt wild animals for sport at the Levene’s test for equality of
variance, hence it is prudent to conclude that male population is supporting people’s rights to
hunt wild animals for sport more than females, p-value=0.0005<0.05, t=4.181, df=337.
Recommendations
Based on the finding that a unit change in the attitude of people on whether hunting is
inhumane and should not be allowed in modern society would contribute to 0.509 decreases
in people supporting other’s rights to hunt wild animals for sport, there is need to conduct
value clarification on the people to develop a more positive attitude towards hunting because
of its valuable impact on the environment and animal welfare. Furthermore, there is a need to
educate people against hunting for meat to reduce their support towards people’s rights to
hunt wild animals for sport.

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Also, males are likely to support people’s rights to hunt wild animals for sport than females,
hence there is a need to educate males using females as a benchmark on a more positive
attitude towards hunting because of its valuable impact on the environment and animal
welfare.

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References
Elfil, M. and Negida, A., 2017. Sampling methods in clinical research; an educational review.
Emergency, 5(1).
Rice, S., Winter, S.R., Doherty, S. and Milner, M., 2017. Advantages and disadvantages of
using internet-based survey methods in aviation-related research. Journal of Aviation
Technology and Engineering, 7(1), p.5.
Tarofder, A.K., Jawabri, A., Haque, A., Azam, S.M. and Sherief, S.R., 2019. Competitive
advantages through IT-enabled supply chain management (SCM) context. Polish Journal of
Management Studies, 19.