Market Research Assignment: Sampling Instructions and Analysis

MKT0019 SAMPLING INSTRUCTIONS ASSIGNMENT 2 = 5% Your group, now known as a leading Market Research Firm; has been hired by an Entrepreneur, or the decision maker in your previously researched company, who is seeking reliable and valid findings. If you need to review Sampling Theories – watch this https://www.youtube.com/watch?v=JrZ4MxIf_gg To help you with this assignment you are given access to the Prizm Database of Canadian segments ( created by market research company Environics: https://prizm.environicsanalytics.com/ and you need to analyse Ottawa official census statistics, so that you can profile your target population in demographic, geographic and personality and lifestyle terms. (Note: If you wish to research another city in Canada, you will need to refer to their official city website. For example: City of Toronto www.toronto.ca then search ‘statistics") You need to fill in all the elements in this form, from 1-8; this document will then become your submission for your upload under Assignments by October 20 th at 11:59pm. 1. Name of team members who participated in this activity: 2. Our group is doing the following for the project: Select the one that applies Start-up: Short summary of the startup idea: ________ Existing Canadian Business: What is the name of the business: Roots Canada Future of Canadian Malls 3. Describe in detail who you believe the client’s target market is. This will now be know as your Sampling Frame (as a market researcher). Refer to chapter 6 along with detailed descriptions of the types of behaviours we have been talking about in this course.  Be specific: Use the 6 behaviour traits covered in this course.  Use the https://prizm.environicsanalytics.com/ website and filter by income, lifestyle…. to help create your Target Market behaviours Example:  Female, 30-35, with a post-secondary degree in Social Justice.  While not working full-time in her entry level Not-For-profit position earning $55K, she works 30 hours a month part time (minimum wage) to pay for her weekly rock climbing activities and her next adventure - which is Italy (after the Pandemic).  She listens to RAP, watched Netflix and Prime, and looks for grocery sales, all while relaxing with her new puppy in her rented 1 bedroom apartment.  She is very liberal and is eager for the next Country election.  She has recently purchased a new bicycle after spending weeks online conducting her research. When traveling to visit her parents in Montreal, Quebec she enjoys taking VIA rail.  If this is your business, refer to past statistical data to describe. Our client’s target market Persona is:

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4. Using the data in the excel spreadsheet titled Ottawa Statistics included in this Activity2 on Brightspace: A. Locate and describe the statistics of how many people in your described client’s target market (in question 2.) i. Live in Ottawa Begin with your target market age group. It should not be 18-65. Target markets should be 5 year age span. Find this age span like this example: Please make sure that you replace the above example with your own highlighted sections from the Ottawa census. ii. What ward in Ottawa has the highest population of your target market . Here is a Ottawa ward map that helps you identify where they are located https://ottawa.ca/en/city-hall/public-engagement/projects/ottawa-ward- boundary-review-2020 From your age group selected (ie in the example , 40-44 years, look across the wards for the highest number. Then identify which ward it is. From this example, Barrhaven, ward 3 has the highest population of 40-44 year olds in Ottawa. Please make sure that you replace the above example with your own highlighted section from your data.

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iii. Discuss 3 more statistics that you learnt about your target market from the excel spreadsheet. Continue looking into the selected Ward (from above) and locate 3 more interesting facts/statistics about this age group that live in Ward 2. For example: in the total labour force population the occupation that has the highest number of 40-44 year olds in that ward is Sales and Service Occupations. Then you can look at the Males versus the Females. 3575 Males in this ward work in the Natural and Applied Sciences field. Note: If you wish to research another city in Canada, you will need to refer to their official city website. For example: City of Toronto www.toronto.ca then search ‘statistics" Please make sure that in your submission you replace the above example with your own highlighted section from your data. 5. By reading this City of Ottawa Growth report: https://documents.ottawa.ca/sites/documents/files/growth_projections_2014to36_en.pdf A. Is your client’s target market growing or declining in Ottawa? WHY? B. Identify 3 facts that your group found interesting and explain why. 6. What is the ‘ Sampling Technique’ your group will use for the major project? Why? (Refer to the slide image below and Chapter 6 PowerPoint). - Sample Types – Probability / Nonprobability - Sample Techniques – Simple Random, Systemic Random … (there are 8 sample techniques) 7. Explain how your Sampling Plan for your project will be both valid and reliable ?

8. Explain how you will handle the following possible errors when you conduct your primary research? Please note that the rubric for this assignment is attached to the assignment as a separate document – do make sure to follow the rubric when filling in this template.

F23 Assignment-2 Sampling (2), form to be completed

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