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Marketing Strategy Group Project - Assignment Example

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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…
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Marketing Strategy Group Project
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Marketing Strategy Group Project

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. Questionnaire 1 Have you ever consumed Dunkin Donuts in your life? {yes}{no} (Forced) 2 Would you like Dunkin Donuts Company to establish a food kiosk at your campus? {yes}{no} (Forced) 3 How many times go you buy Dunkin Donuts in a week? {1-2 times}{3-4 times}{4-6 times}{Daily} (Non Forced) 4 At what time of the day would you like to consume the company’s donuts? {Morning}{Afternoon}{Evening} (Closed Ended) 5 Give your opinion concerning the hygienic quality of Dunkin’s donuts? (Open Ended) 6 Dunkin Donuts are delicious and sweet {Strongly Agree}{Agree}{Neutral}{Disagree}{Strongly Disagree} (Likert) 7 Most students would appreciate presence of Dunkin Donuts in the campus {Strongly Agree} {Agree}{Neutral}{Disagree}{Strongly Disagree} (Likert) 8 How would you rate the company’s food provision services? {Very Good}{Good}{Fair}{Poor}{Very Poor} (Likert) 9 Give your opinion concerning the company’s donut prices. Expensive …… …… …… …… …… …… Inexpensive (Semantic Differential) 10 Describe the company’s point of sale services. Fast …… …… …… …… …… …… Slow (Semantic Differential) 11 Describe the company’s product specifications and characteristics Donut Taste, 30 Donut Quality, 20 Donut shape, 25 Donut colour, 25. Total Points= 100. (Constant Sum Scale) b) Administering Questionnaires In every research process, the success of a research exercises depends on the method used to administer data collection exercise. In a survey exercise, a researcher should choose an appropriate venue and context for administering questionnaires. In this context of Dunkin Donuts, the most appropriate method of administering questionnaires to the students would be in a social gathering, especially during means (Bruce & David, 2011). The researcher would present the students with there questions before or during meal breaks. Administration of questionnaires in a leisure and meal breaks allow a researcher to collect objective responses from the respondents. In addition, a researcher should present questionnaires in a relevant environment as this will increase the chances of obtaining honest opinions from the respondents. On the contrary, administration of questionnaires in an informal setting like during meal breaks may present some disadvantages that might affect reliability of the obtained results. Questionnaires require a substantial amount of time to fill and ... Read More
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