MKTG2113: Client Research Brief and Questionnaire Development

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MKTG2113: Client Research Brief and Questionnaire Development

Weighting = 20%

Word Count= 1500 words

Due= Sunday 6th April 11.59pm (Week 6)

Aim: Many researchers use questionnaires to collect valuable data for clients because they are an efficient way to gather insights from a large audience, allowing for standardized responses that can be easily analysed. However, before we can start analysing data to draw insights, we need to design effective data collection tools to ensure we gather valuable and relevant information. Understanding the client’s requirements is essential, and being able to design a good questionnaire is key to obtaining meaningful data for analysis. The aim of this assignment is to guide you through the process of creating a well-structured questionnaire that meets client needs, ensuring the data collected will lead to actionable insights.

ASSIGNMENT INSTRUCTIONS

1. Scenario Selection:

a. Choose one client from the provided scenarios (see pages 3 and 4).

2. The Process of Problem Definition

a. Problem/Opportunity Description:

Provide a clear, concise description of the business problem or opportunity your client is facing. Explain why the client needs to conduct this research and what specific insights or solutions they are hoping to gain. Use online sources (e.g., websites, industry reports, academic journal articles etc) to justify the need for research, grounding it in current trends, market conditions, or relevant challenges.

b. Decision Maker’s Purpose (Initial Research Question):

State the decision maker’s purpose (initial research question). Ensure this question is focused, actionable, and aligns with the problem you’ve identified.

c. Literature Review and Relevant Variables:

Consult literature to identify what key variables could be relevant for your study. Provide a brief literature review and specify the variables that you have chosen to measure. Select 1 dependent variable, 3 independent variables, and 2 demographic variables, ensuring that each choice is clearly supported by evidence from academic or industry sources.

d. Conceptual Model:

Create a conceptual model that visually depicts the relationships between the variables you’ve identified. This model should be based on your understanding of the literature and include logical connections between the independent, demographic and dependent variables.

3. Designing a Questionnaire:

a. Sourcing Scales for Questionnaire Validation:

Source two scales from academic literature that align with the variables you're investigating and that you can use as questions within your survey. These scales should be existing measures used in similar research contexts to enhance the reliability and validity of your questionnaire. You need to insert the original scale as a screenshot and discuss how you have adapted it for your questionnaire.

b. Questionnaire Development:

Design a questionnaire that allows you to gather the necessary data to address the client's problem or opportunity identified in the previous sections. The questionnaire should include a diverse range of question types (e.g., open-ended, multiple-choice, Likert scale etc) to capture a comprehensive set of responses. Ensure that your questions are clearly worded, relevant, and logically ordered. The structure should allow respondents to answer easily and provide data that is directly aligned with your chosen variables.

c. Questionnaire Creation:

Using the survey platform Qualtrics create your questionnaire. Export a copy of your questionnaire to be placed in the appendix of your report.

d. Pre-Test Your Questionnaire:

Pre-test your questionnaire with at least 3 participants. Make sure that you include the name of each participant to record how many people completed the pre-test. Ask participants to provide feedback on question order, wording, clarity, and whether the questions are easy to understand. Summarize the feedback and outline the specific changes you made based on this feedback. Briefly explain how the changes improved your questionnaire’s clarity and effectiveness.

e. Question Justification:

After the pre-test you will be able to create your final version of the questionnaire. Provide a brief explanation for your choice of survey questions. You can explain why the format (e.g., open-ended, closed-ended, Likert scale) is the most appropriate for gathering the required data. You can also explain how the question is relevant and supports the overall purpose of the research. You need to use secondary sources in this section as support.

f. Finalize Your Survey in Qualtrics:

Based on the pre-test feedback, create the final version of your questionnaire in Qualtrics. Ensure that the final version is well-structured and ready for distribution.

g. Visual Representation of Your Questionnaire:

Use the Snipping Tool (or similar software) to insert images of your final questionnaire within the body of your assignment.

ASSIGNMENT SCENARIOS

Nike, a global leader in athletic apparel and footwear, has become synonymous with innovation, performance, and sustainability. Through its “Move to Zero” initiative, Nike is committed to reducing carbon emissions and waste, aiming for a future with zero carbon and zero waste. As part of this initiative, Nike has launched a line of sustainable athletic shoes made from recycled materials, combining eco-friendly design with the performance and style the brand is known for. Nike’s sustainable footwear is priced similarly to competitors like Adidas and Allbirds, with a pair of eco-friendly running shoes costing around $200 AUD. However, Australia is currently experiencing increased inflation and a higher cost of living. This economic climate has made consumers more price-sensitive, leading them to carefully evaluate cost when making purchasing decisions. Nike wants to conduct marketing research to understand what their target market considers important when purchasing sustainable athletic footwear and the factors that contribute to purchase intention, to determine if adjustments to their current product range are necessary.

Groovin the Moo, one of Australia’s most beloved regional music festivals, announced the cancellation of its 2024 festival due to low ticket sales and rising operational costs. In January, the festival confirmed it would also pause in 2025, citing the need to develop a more sustainable model. This marks a significant cultural and economic loss for regional communities that have hosted the festival since its inception in 2005. The cancellations come amid a broader trend, with several Australian festivals—including Splendour in the Grass, Harvest Rock and Spilt Milk also pausing or shutting down due to financial pressures, skyrocketing production costs, and declining attendance, particularly among younger audiences. As the festival industry faces these ongoing challenges, understanding shifting consumer preferences has become critical for survival. To develop a more sustainable model, Groovin the Moo wants to conduct research to understand what motivates consumers to attend festivals and identify the key factors influencing their decision-making. This will help determine whether changes are needed to ensure the festival’s long-term success.

Hoyts, one of Australia’s leading cinema chains, has long been a staple of entertainment for moviegoers. However, the rise of streaming services such as Netflix, Disney+, Amazon Prime Video, and Stan, which provide affordable and convenient access to new releases from the comfort of home, has led to a noticeable decline in cinema attendance and revenue. Many streaming platforms now offer exclusive releases, reducing the incentive for audiences to visit cinemas. This shift in consumer behavior has been further amplified by Australia’s current economic challenges, including rising inflation and an increased cost of living, prompting many consumers to be more selective with their discretionary spending. As a result, attending the cinema is increasingly seen as a luxury rather than a regular activity. As Hoyts faces mounting pressure to stay competitive in an evolving entertainment landscape, the company wants to conduct marketing research to understand what prevents consumers from attending the cinema. By identifying the key barriers to cinema attendance, Hoyts aims to develop strategies that will increase the likelihood of attendance. This will help determine whether changes are needed strengthen the brand’s position in the market.