SCENARIO #1: You work for a market research company submitting a research proposal to Cadillac Fairview.Cadillac Fairview is planning on updating many of its malls across Canada to create innovative and better living spaces. Cadillac Fairview would like to conduct a research study to better understand what types of innovative living spaces would best serve each mall's trade area.

1a)Create a paragraph that could be used in a research proposal that outlines the benefits of doing a conjoint study for this issue.

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

1c) How to prepare a timeline (or workback schedule) to for the proposal. This schedule should include the key steps required in your market research project (remember it is a conjoint study), with key stakeholders, and dates based on the research request being made on August 16, and a final report/presentation to the client by October 8.

1d) Explain briefly why cluster sampling would, or would not, be appropriate for this particular study.

1e)What is another method, other than online surveys, that you could use to make this research? What are 4 advantages and/or disadvantages of this method for this particular scenario?

SCENARIO #2: You are a market research analyst at Colgate Palmolive. You have been asked to conduct a survey among adult Canadians to better understand oral hygiene habits, including perceptions and usage of Colgate products versus other brands. You have been asked to conduct this research among a representative sample of Canadian adults.

2a) Use your own words to explain the advantages of sampling research and explain why you have decided to survey only 1500 Canadians.

2b)Assuming the expected response rate is 35%, how much sample do you need to obtain 1500 completed surveys?

2c) What regional quotas would you set for a nationally representative sample? Provide a chart showing the % and counts of the 1500 interviews that should come from Western Canada, Ontario, Quebec, and Atlantic Canada.

2d)Do you think this research should be limited only to customers of Colgate Palmolive products? Why or why not?

SCENARIO #3: You are a research analyst and have been asked to develop a survey to test the effective of different ads for Lindt Canada.

3a) What information would you want to know about the advertising before writing the questionnaire and developing a sampling plan?

3b) There are many different best practices when it comes to questionnaire writing. Briefly identifyfive best practices you could implement in your online questionnaire and why.

3c) Provide an example of a double barrel question and explain why it is an issue.

SCENARIO #4: Shoppers Drug Mart is looking to better understand customer experiences and satisfaction of their customers. As a market research analyst in the marketing team, you have been asked to make and field an online survey among PC Optimum members. (PC Optimum is a rewards loyalty program associated with Shopper Drug Mart, Loblaw, and Esso.)

4a) What is one advantage and one disadvantage of using customer lists from PC Optimum as a sampling frame for this research?

4b) List at least 5 of your ethical obligations in surveying PC Optimum members.

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

4d) One day, you are asked to develop a questionnaire to measure employee satisfaction. 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.

SCENARIO #5: 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.

5a)To save money, the client only wants data tables and not a report. Make a few sentences to help the client read the data tables. Make sure to explain the stats testing and key terms used, and explain how to identify these in the data tables.

Note- this question is NOT asking you to repeat the data from the data tables or analyze the results for the client. It is asking you to explain HOW the client should read the data tables.

5b)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?

5c)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?