SCENARIO #1: You are a market research analyst at Lindt Canada. You have been asked to do survey among adult Canadians to better understand consumption of chocolate in general, as well as perceptions and usage of Lindt products. You have been asked to do research among a representative sample of Canadian adults using Qualtrics.

1a) Use your own words to explain the advantages of sampling research and explain why you have decided to survey only 1000 Canadians. (3 points)

1b) Where would you source your sample? In other words, what would you use as a sampling frame? (1 point)

1c)Assuming the expected response rate is 12%, how much sample do you need to obtain 1000 completed surveys? (1 point)

1d) What regional quotas would you set for a nationally representative sample? Provide a chart showing the % of the 1000 interviews that should come from Western Canada, Ontario, Quebec, and Atlantic Canada. (4 points)

SCENARIO #2: You work for a market research company submitting a research proposal to the City of Toronto. The City of Toronto is planning on updating many of its local parks over the next five years and would like to do research to determine what types of playground equipment and services would best serve local neighbourhoods.

2a)Prepare paragraph that could be used in a research proposal that outlines the benefits or advantages of doing a conjoint study for this issue. (6 points)

2b) Prepare timeline (or workback schedule) to share with your internal client. This schedule should include the key steps required in your market research project, with key stakeholders, and dates based on the research request being made on April 12, and a final report/presentation to the client by May 28. (8 points)

2c) Do you think the sample should be restricted to only citizens who currently use local parks? Why or why not? (2 points)

SCENARIO #3: Esso is looking to better understand customer experiences at gas stations. As a market research analyst in the marketing team, you make and field an online survey among Esso Extra members. (Esso Extra is a rewards loyalty program from Esso).

3a) What is one advantage and one disadvantage of using Esso Extra members as a sampling frame for this research? (2 points)

3b) Explain your ethical obligations in surveying Esso Extra members? (5 points)

3c) In this case, identify and explain two advantages of using online surveys for this research and two disadvantages. (4 points)

3d) What is another method, other than an online survey, that you might use to obtain quantitative results from Esso customers? What is one advantage and one disadvantage of this method? (3 points)

SCENARIO #4: You work for a market research company and implemented a syndicated study to understand people's use of air fresheners. This is an online survey among a nationally representative sample of adult Canadians. A marketer from a small company is interested in purchasing this report but is not familiar with market research and has a few questions. The questionnaire and data tables are provided on eCentennial for reference.

4a)To save money, the client only wants data tables and not a report. Prepare few sentences to help the client read the data tables. Make sure to explain the stats testing and key terms used and how to identify these in the data tables.(6 points)

4b)The client wants to use the data to say: "Almost one-third of Canadians (37%) who experience malodors do not use air fresheners because they believe they contain harmful chemicals or ingredients". Why is this inaccurate and how would you make the statement more accurate? (3 points)

4c)In addition to the statement above, the client has created a pie chart to report the results to question 3 in the survey. Why is this an issue and how would you fix it? (2 points)

SCENARIO #5: You work for an advertising agency and often develop surveys to test the effectiveness of different digital advertising.

5a) As survey researchers, there are many different types of quality controls we can put in place to improve the reliability of our data and reduce error. Identify and briefly describe five things you could implement in your online questionnaire to improve the reliability of your data.(10 points)

5b) Provide an example of a double barrel question and explain why it is an issue. (2 points)

5c)What information would you want to know about the advertising before writing the questionnaire and developing a sampling plan? (5 points)

5d) One day, you are asked to develop a questionnaire to measure the employee satisfaction for the advertising agency where you work. In terms of ethics, do you think it is a good idea to do the research yourself or should you get a research vendor (third party) involved? Make sure to explain your reasons why.(3 points)