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Marketing Strategy Group Project
Pages 3 (753 words)
MARKETING STRATEGY RESEARCH PROJECT Name: Course: Tutor: Date: a) Appropriate Scale Dunkin donuts aims to expand its business practices to cover a larger market share for their products. Therefore, the company’s management has initiated a research project meant to probe the actual state of affairs in a perceived new market segment.
At this juncture, appropriate hypothesis statements have been structured and the specifications of the most suitable research methodology identified. This section deals with tools and techniques of collecting information. In addition, data organization will be carried out in this section. The questionnaires used in this part aims at measuring the probability that the subject market will respond positively to the business move intended by the company. To measure this construct, it would be appropriate to apply questionnaires that solicit varied opinions from the respondents. Single item scales force respondents into making subjective responses due to lack of choices (Nigel, 2007). Therefore, multi item scales like Likert and constant sum scale will serve the purpose of providing varied responses from the interviewees. Questionnaires of varied types used below all aims at providing information on the level of preference held by the students at Nova campuses. ...
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