$$ Define marketing research and its importance to decision$-$makers.

Instructions

This exercise aims to apply the marketing research process to solving a marketing problem.

You are considering opening a new "Fluff$-$and$-$Fold" laundry pick$-$up$,$ cleaning, and delivery service for students. You are uncertain whether sufficient demand exists, and you have questions about when students will need your service most and what level of service they will require. You realize that marketing research can help solve your information needs. It would help if you now decided how to answer these questions best:

$$ Define the problem.

$$ Design the research project.

$$ After consulting any secondary data available, you conduct an exploratory study. Develop open$-$ended questions to ask other students$/$peers that will provide information regarding your hypotheses.

$$ Having gained some insight into the problem, you are ready to conduct a descriptive study. You decide to conduct a survey to test your refined hypotheses further. However, you have several decisions to make regarding this study.

What type of sampling approach $($random$,$ stratified, area, quota$)$ will you use and why?

What survey method $($mail$,$ telephone, personal interview$)$ will you use and why?

How will you construct the questionnaire? Develop open$-$ended, dichotomous, or multiple$-$choice questions that will test your hypotheses. Remember to remain impartial and inoffensive.

$$ Avoid double$-$barreled leading non$-$mutually exclusive and exhaustive questions, among others. $($Provide four questions as an example of creating survey questions$).$