1.jack leblanc, an mba student at the niversity of wisconsin at madison, recently purchased a small ice cream and frozen yogurt business close to campus to help pay his way through the program. even though wisconsin has cold winters, ice cream and frozen yogurt generally sell well year-round. after two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing. jack decided to apply some of the things he had learned in his mba marketing research class to his business. the first thing he should do is
2.jack developed a research design to aid is investigation. this design included a questionnaire that attempted to measure “ice cream taste preference”; however, jack's professor said that the questionnaire measured not “ice cream taste preference” but something else. the professor was questioning the research design's
3.Jack went to the university library and collected everything he could find on the ice cream and frozen yogurt industries. The type of data he collected are known as __________ data.
4.before administering the questionnaire, jack discovered through talking to other ice cream retailers that, although asian indians make up a small percentage of the town's population, they purchase large amounts of ice cream. in light of this, jack decided to include a minimum of 25 percent asian indians in his sample. the final choice of respondents was left up to the interviewers. this sampling method is known as ___________ sampling.
what are YOUR answers? we can check those. It would be considered cheating if anyone where to give you the answers.
1.
conduct store exit interviews
identify a sample frame
define the problem to be researched
develop a questionnaire
collect secondary data
2.validity
significance
truthfulness
corroboration
reliability
3.descriptive
secondary
exploratory
mixed
primary
4.random
stratified
representative
area
quota
sorry i didn't have the choices before
thanks
4. quota
primary
1. The first thing Jack should do is conduct a market analysis to understand the underlying reasons for the disappointing sales. This analysis can include evaluating the target market, competition, pricing, product quality, customer preferences, and location factors. By conducting a thorough market analysis, Jack can identify the specific issues affecting his business and make informed decisions on how to address them.
To conduct a market analysis, Jack can follow these steps:
- Define the problem or objective: Clearly state the research question or problem that needs to be addressed. For example, "Why are the sales of the ice cream and frozen yogurt business disappointing?"
- Identify the target market: Determine the specific group of people or customers who are most likely to buy ice cream and frozen yogurt. This can include college students, nearby residents, tourists, etc.
- Analyze the competition: Identify other businesses offering similar products in the same location. Understand their offerings, pricing, promotions, and customer base to see how they might be attracting customers.
- Conduct customer surveys or interviews: Gather feedback from existing and potential customers to understand their preferences, needs, and reasons for choosing or not choosing the business. This can help identify gaps or areas for improvement.
- Analyze sales data: Review the historical sales data to identify patterns, trends, and any seasonality in the demand for ice cream and frozen yogurt. This can provide insights into the business's performance over time.
- Evaluate the location: Assess the visibility, accessibility, and overall suitability of the business's location. Consider factors such as foot traffic, parking availability, proximity to the target market, and competition.
By following these steps, Jack will have a better understanding of the challenges his business is facing and can develop strategies to improve sales.
2. Jack's professor was questioning the construct validity of the research design. Construct validity refers to the extent to which a measurement accurately assesses or represents the concept or construct it is intended to measure. In this case, the professor believed that the questionnaire designed by Jack did not effectively measure "ice cream taste preference" and instead measured something else, possibly another related or unrelated construct.
To ensure construct validity, researchers should carefully design their measurement tools, such as questionnaires, to accurately capture the intended construct. This can involve ensuring clarity of the questions, using appropriate response scales, and avoiding any potential biases or confounding factors.
Jack should revisit his questionnaire design and consult with his professor to identify the specific flaws or issues with the measurement of "ice cream taste preference." He may need to modify or redesign the questionnaire to improve its construct validity and ensure accurate measurement of the intended construct.
3. The data that Jack collected from the university library on the ice cream and frozen yogurt industries are known as secondary data. Secondary data refers to information that has been previously collected and recorded by someone else for a different purpose.
Secondary data can be obtained from various sources such as books, articles, industry reports, government publications, or online databases. In Jack's case, he collected secondary data from the university library by searching for relevant information on the ice cream and frozen yogurt industries.
Secondary data can provide valuable insights, statistics, trends, and historical information, which can supplement primary data (data collected firsthand by the researcher) in conducting research or making informed business decisions. However, it is essential to assess the reliability, credibility, and relevance of secondary data sources before using them.
4. The sampling method that Jack used, where the final choice of respondents was left up to the interviewers but with a minimum requirement of including 25 percent Asian Indians, is known as quota sampling.
Quota sampling is a non-probability sampling technique in which the researcher sets specific quotas or targets for different segments or characteristics of the population. In Jack's case, he aimed to ensure that at least 25 percent of the respondents in his sample were Asian Indians, despite their small percentage in the town's population.
With quota sampling, the interviewers have the flexibility to choose the specific individuals who meet the quota requirements. This sampling method allows for representation of different subgroups in the sample, making it useful when researchers want to ensure diversity or capture specific characteristics of the population.
However, it's important to note that quota sampling does not provide the same level of randomness and representativeness as probability sampling methods. Researchers should be cautious about potential biases and limitations associated with quota sampling and consider its appropriateness for their specific research objectives.