Title: Designing a Quantitative Analysis Survey Using SurveyXact
VKA tasks consist of 2 parts: As experts in the analysis of quantitative survey data, you have received a request from a client (you choose a client, it could be a company, an environmental organization, or a public authority) who wants you to shed light on “Consumer personality, lifestyle, intentions, and behavior in relation to sustainable consumption.” You are tasked with solving the following subtasks:
My company is Sellpy
1. Part 1 of the Project: Your Approach to Solving MRP
· Formulate the MRP (Marketing Research Problem) based on a self-selected MDP (Management Decision Problem).
· Provide your perspective on how to address and solve the MRP, considering the specific context and objectives outlined by the client.
· Develop a strategic plan for gathering relevant information through quantitative survey data.
Structure
1. Introduction:
– MDP (Management Decision Problem): Identification and clarification of decision problems.
– MRP (Marketing Research Problem): Formulation of research problems related to decision problems.
2. Literature Review:
– Establish a theoretical framework to address the decision problems.
– Review relevant literature and previous studies to provide a foundation for the analysis.
3. Operationalization of Information Needs:
– Define and clarify the information needs associated with the decision problems.
– Identify key dimensions and variables that will be explored in the survey.
Example of dimensions:
– Customer satisfaction
– Product preferences
– Market trends
– Demographic factors
4. Survey Design Using Surveymonkey
– Develop a structured and comprehensive questionnaire to address the information needs.
– Use Surveymonkey (survey-xact.dk) for questionnaire design.
4.1 Survey Structure:
– Introduction: Briefly explain the purpose of the survey and assure respondent confidentiality.
– Demographic Information: Gather data on respondent characteristics (age, gender, occupation, etc.).
– Main Questions: Address the decision problems through carefully crafted questions.
– Example: “On a scale of 1 to 5, how satisfied are you with the current product offerings?”
– Include multiple-choice, Likert scale, and open-ended questions.
– Conclusion: Thank respondents and provide any additional instructions or contact information.
4.2 Surveymonkey Operationalization:
– Justify the choices made in SurveyXact for operationalization.
– Specify logic and branching for different respondent segments.
– Explain any randomization or order effects to ensure unbiased responses.
5. Conclusion:
– Summarize the purpose, information needs, and survey design.
– Highlight the importance of the survey in addressing the decision problems.
6. Submission:
– Upload Del 1 on SDU Itslearning by the specified deadline.
– Ensure that the survey is designed but not used for data collection.
This structure provides a guideline for preparing Del 1 of your assignment, focusing on the introduction, literature review, operationalization, and the design of the survey using Surveymonkey. Adjust and expand each section based on the specific requirements and context of your quantitative analysis project.
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