Survey, Data Collection and Measurement Scales

Survey, Data Collection, and Measurement Scales

This paper focuses on the survey design and methodology used to resolve Yuda Inc.’s research problem and research objectives. The company markets mobile phone accessories using social media platforms but fails to utilize them effectively. The research problem aims to evaluate the company’s use of social media platforms and identify areas of improvement. The survey has been developed to offer data to support the research project’s objectives.

Survey

The survey consists of 10 questions that measure the cognitive, affective, and conative attitudes of Yuda Inc. (See – Appendix). and its customers towards social media platforms. The survey employs three scaling techniques to categorize respondents and measure their perceptions and attitudes. The questions are designed to align with the research objectives and provide valuable insights into the contribution of social media platforms to the company’s profitability and the optimum number of social media platforms beneficial to Yuda Inc. at a given time.

Survey Questions Formulation

The survey questions are formulated with four to five scalable responses for the participants, except for the 2-3 demographic questions such as age, gender, and income. The questions are closed-ended, as open-ended questions will be challenging to enumerate. The survey will be administered to a sample of respondents selected using a stratified sampling technique. The sample size for the survey will be calculated using a sample size calculator, assuming a large population.

Scaling Techniques

Scaling techniques are used in surveys to categorize respondents or measure their perception or attitude toward a particular subject. In this survey, we will use three different scaling techniques to accomplish the study’s objectives.

1. Likert Scale: The Likert scale is a commonly used scaling technique in surveys to measure respondents’ attitudes toward a particular subject (South et al., 2022). In this survey, we will use a 5-point Likert scale to measure respondents’ attitudes toward the effectiveness of different social media platforms in achieving Yuda Inc.’s marketing objectives.
2. Semantic Differential Scale: This refers to a scaling technique that measures the connotative meaning of a particular subject (Stoklasa et al., 2018). In this survey, we will use a 7-point Semantic Differential Scale to measure respondents’ perception of the different social media platforms used by Yuda Inc.
3. Multiple Choice Scale: The multiple-choice scale is a scaling technique used to categorize respondents based on their demographic information (Stoklasa et al., 2018). In this survey, we will use this scaling technique to categorize respondents based on age, gender, and income.

Alignment

The survey questions are aligned with the research objectives of the study. The first objective is to establish how social media platforms contribute to the profitability of Yuda Inc. The survey includes questions that will measure respondents’ attitudes toward the effectiveness of different social media platforms in achieving Yuda Inc.’s marketing objectives. The second objective is determining the optimum number of social media platforms beneficial to Yuda Inc. at a given time. The survey includes questions that will measure respondents’ perceptions of the different social media platforms used by Yuda Inc.

Sampling Techniques

One of the sampling techniques chosen for this study is convenience sampling. This sampling technique is a non-probability sampling technique that entails selecting respondents based on their willingness as well as availability to partake in the study or research. Convenience sampling was chosen because it is a cost-effective and time-efficient way to collect data (Etikan & Babatope, 2019). However, the drawback of convenience sampling is that it may not represent the entire population under study, and the results may be challenging to generalize.

Sampling Size

The estimated sample size for this study is 385 respondents, assuming a large population size. The Sample Size Calculator was used to determine the sample for the survey. The rationale behind the estimated size is to ensure that the sample size is large enough to provide reliable results and minimize the margin of error.

References

Etikan, I., & Babatope, O. (2019). A Basic Approach in Sampling Methodology and Sample Size Calculation Review Article. MedLife Clinics, 1, 1006. http://www.medtextpublications.com/open-access/a-basic-approach-in-sampling-methodology-and-sample-size-calculation-249.pdf

South, L., Saffo, D., Vitek, O., Dunne, C., & Borkin, M. A. (2022). Effective Use of Likert Scales in Visualization Evaluations: A Systematic Review. Computer Graphics Forum, 41(3), 43–55. https://doi.org/10.1111/cgf.14521

Stoklasa, J., Talášek, T., & Stoklasová, J. (2018). Semantic differential for the twenty-first century: scale relevance and uncertainty entering the semantic space. Quality & Quantity, 53(1), 435–448. https://doi.org/10.1007/s11135-018-0762-1

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This assignment aims to construct unbiased survey questions, employ measurement scales, and select appropriate samples. The survey questions should be designed to address the Research Problem and Objectives you identified in the “Research Problem and Objectives” paper from Week 2.

Please Note: You will develop and implement a Marketing Research Project throughout the course, culminating in a Market Research Report and Presentation in Week 8. The project will focus on collecting, analyzing, and presenting data and information about a current marketing problem faced by a real business. Through four assignments, you will identify your research problem and associated objectives, design a survey, and collect data. You will prepare and analyze the data using Microsoft Excel. You will use a process described in the text (Burns & Bush, Basic Marketing Research, 3rd Ed.). Refer to the text, pages 49 to 56, for a description of the steps of the Marketing Research Process.

The following Assignments will comprise the majority of the information needed to complete your Market Research Report:

Topic 2 Writing Assignment: Research Problem and Objectives
Topic 4 Writing Assignment: Survey Design
Topic 5 Paper: Collecting Data
Topic 7 Paper: Data Analysis

To begin this assignment, develop a survey with a minimum of 10 questions. A maximum of three of these questions may be categorization (demographic) questions such as age, income, or gender. Your questions should be designed to provide data that supports the Research Objectives developed for your Research Project. Include your Survey as Appendix A at the end of your paper (DO NOT just provide a link to your survey online – failure to attach the actual survey will result in a minimum 5-point grade penalty). For our purposes, you should not include open-ended questions, as these will be difficult to quantify later in the course. Your survey questions (aside from the 2-3 demographic questions) should be formulated with 4-5 scalable responses for the participants to choose from (we will not be actually administering the survey; the results will be simulated).

To accompany your survey, you will be writing a 500-word Rationale (excluding title, reference, and appendix pages) following APA 7th Edition Style Rules addressing the following criteria:

Description of the use of at least three different scaling techniques and how each scaling technique accomplishes the objectives of categorizing the respondent or measuring a perception or attitude.
The rationale for how each question aligns with the research objectives.
Description of the sampling technique and why the technique was chosen. What are the benefits and drawbacks of this sampling technique?
Estimate the sample size using a sample size calculator (Refer to my “Sample Size Calculator” post in the Topic 4, DQ1 forum). Explain the Rationale behind the estimate.