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Management

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Step 2: Complete Scorecard Identify the advertisement that performed the best (in your opinion) for each of the following dimensions and explain your rationale. Then, identify the advertisement that performed the worst (in your opinion) for each of the following dimensions and explain your rationale. Finally, taking the scorecard dimensions into account, identify which advertisement was the most successful overall. Dimension Best Ad / Rationale Attention-getting Clarity Product/brand appeal Uniqueness Call to action Fit with brand Dimension Worst Ad / Rationale Attention-getting Clarity MARK 210 F23 26 Product/brand appeal Uniqueness Call to action Fit with brand Most Successful Ad (taking scorecard dimensions into account) / Rationale Step 3: Evaluating Advertisements Briefly discuss why the dimensions on the scorecard are important to gather when gauging advertising effectiveness. SAP 20 -- Chapter 7 – Q2 Survey Example Identification and Review Survey design is one of the most (if not the most) critical stages in the survey research process. Careful attention to detail must be given to the construction of the instrument. Remember the saying: garbage in, garbage out. Incorrect or

poor survey design will always produce a flawed output. Researchers must strive to create an instrument that is clear and concise and that measures what it is purported to measure. Step 1: Survey Example Collection Find three online surveys, one survey that fits each major survey category: 1. New product or service development survey MARK 210 F23 27 2. Brand perception survey 3. Satisfaction survey Step 2: Survey Example Discussion Provide examples via links to the surveys or screenshots. Address the following: ● What the client is likely hoping to obtain with the results ● A critique of the survey instrument (i.e., what works well and/or what could be improved) should be included with special attention to best case practices in Chapter 7 ○ Students should comment on ■ The use (or non-use) of overall measures ■ The use (or non-use) of open-ended questions ■ The use (or non-use) of demographic questions ■ Question sequencing ■ Survey length ■ Response options and scaling SAP 21 -Chapter 7 - Q3 Survey types Instructions 1. Chapter 7 focuses on common types of surveys developed throughout multiple industries. Survey design is one of the most (if not the most) critical stages in the survey research process. Careful attention to detail must be given to the construction of the instrument. Remember the saying: garbage in, garbage out. Incorrect or poor survey design will always produce a flawed output. Researchers must strive to create an instrument that is clear and concise and that measures what it is purported to measure. Step 1: Survey Example Collection Find three online surveys; ones that fit each of the following survey types outlined in the courseware: 1. New product or service development survey 2. Brand perception survey 3. Satisfaction survey Step 2: Survey Example Discussion MARK 210 F23

28 In a recorded video post, live classroom discussion, or discussion board post, provide examples via links to the surveys or screenshots. For each survey type, address the following: ● Why does this survey example best fit the type of survey in the courseware? What components are similar? What components are different? ● What was the client likely hoping to obtain with the results? ● Critique the survey instrument (i.e., what works well and/or what could be improved). Your critique should reference best case practices related to each survey type found in Chapter 7. Discuss lines of questioning as well as question sequencing. Step 3: Discussion Review peer survey findings and provide evidence of learning. Your instructor may choose to conduct this step in a live meeting, in an online chat, or in a discussion board. Some discussion starters may include ● How peer examples differ from your examples ● Agreement or disagreement with identified best case practices ● How you might edit one of the surveys to make it more valid (assuring it will measure what it should be measuring) Week of Oct 30 SAP 22 -Chapter 8 – Q1 Determining Sample Size 1) Before attempting this assignment, review Chapter 8 of the text. 2) Complete for the scenarios below: a. Step 1: Estimate the target population size using secondary sources. Provide a rationale for how you determined each population size. Cite your sources. MARK 210 F23 29 b. Step 2: Use the sample size calculator found in the Student Resources section of Stukent (Chapter 6) to determine an appropriate sample size for each scenario. Use the market research standard for your confidence level. Use better than the market research standard for your confidence interval. Adjust if your sample size is not realistically attainable. c. Report your sample size statement. Your statement should read: "For this study, the target population size is estimated to be _____. The sample will be _____. At the ______ confidence level, this study will have a margin of error of +/- ____%." Scenario 1 A study calls for your research firm to survey a sample of Disneyland employees. Scenario 2 A study calls for your research firm to survey a sample of International Students in Victoria, BC.

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Scenario 3 A study calls for your research firm to survey a sample of those likely to purchase a tablet in Canada within the next year. SAP 23 - Chapter 8 - Q2 Review Sample Size Statement Step 1: Find a Real-world Example Find a survey research study or poll result that discloses the margin of error (confidence interval or sampling error). If you can find an example with the confidence level, that is even more useful. However, this is not required since most polls only state the study’s margin of error. While market research or business research surveys are most pertinent to this course, you can find other types of surveys and political polls for this exercise since many market research results will be proprietary to the company and not available to the public. You should find lots of examples using the library research tool. For a quick exploration of recent polls, you may direct students to the poll section of USA TODAY via this link: https://www.usatoday.com/search/?q=polls. Be sure you are choosing an article that states either the confidence level or margin of error. 1

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