Homework: Marketing Research
Instructions
A local retail store wants to expand its offerings. Currently, they only offer women's fashions and accessories. They have been approached to offer little girls clothing as well as men's clothing. The boutique is not sure which direction to go in. They would like to get public opinion about which offering is more needed and sustainable. They have three main concerns.
The first concern is which offering to expand with-men's clothing or girls' clothing. Second, how many items should be put on the survey (e.g., men's pants, shirts, shoes, watches, and hats versus girls dresses, shoes, doll, toys, and jeans). Third, what type of sampling plan should be developed and who should the respondents be? Should they be current customers, new customers, old customers, or all residents?
The owner has asked you as a marketing consultant to assist her in this project. She has asked you the following questions:
a. How many questions should the survey contain to adequately address all possible new store items?
b. Should there be two separate surveys or will one suffice?
c. How should potential respondents be selected for the survey? Should current customers be approached about the survey while they are shopping? Should customers be asked to participate as they exit, or should they use a mail or telephone approach to collect information?
Based on the questions and concerns above, determine the appropriate sample design. You may take the liberty to fill in any information as needed (e.g., size of population, name of boutique). Write a response to the boutique owner that addresses the following questions.
a. Who is the target population?
b. What is the sampling frame? Why is sampling important?
c. Should a probability or non-probability sample be used, and why? What are the differences in the two types, and how did this help you to make your decision?
d. What type of sampling design should be employed (e.g., simple random, stratified, convenience)?
e. Given the sample design suggested, how will potential respondents be selected for the study?
f. Finally, determine the sample size and suggest a plan for selecting the sampling units. What factors helped you to determine the sample size?
Format your homework according to the give formatting requirements:
a. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
b. The response also includes a cover page containing the title of the homework, the course title, the student's name, and the date. The cover page is not included in the required page length.
c. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.