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Pilot Project Individual Report
Word length: 2000 words
Weighting: 20%

Choose a specific marketing problem. Undertake a piece of small scale market research and critically analyse the results and the usefulness of the information gathered to the marketing problem you have chosen problem. The report should make appropriate use of academic theory in order to justify the methods you employ in undertaking your research. (2000 words)

Assignment B:
The quantitative part of the research

1) Decide on a topic for your study
(you will do interview or focus group and this quantitative questionnaire – 50 respondents for pilot study).

2) Decide on the sample – how and who you will ask to complete the forms – do not use students who are working in libraries.

3) Using the form “Liker type questionnaire.doc” in the seminars folder, design a Likert type questionnaire for your pilot study. Use positive statements only. Perhaps you will locate and use a pre-existing questionnaire.

4) Link each item in the scale to the literature (11 citations for your topic area connected with the quantitative study).

(See the file “ASSIGNMENT TWO MARH001.doc” in the assignment folder for further details of assignment 2.)

5) Decide on 2 demographic variables [perhaps AGE and SEX or nationality]

6) Write down hypotheses to see if there is any difference between scores on each item in your scale.

7) Print out questionnaires and collect responses to your questionnaire.

8) Type ALL variable names in SPSS

9) Type data into SPSS

10) Analyse data:
a) find means and standard deviations for all appropriate variables
b) conduct ONE-WAY ANOVA for all scale variables as the dependent list of variables and the first demographic variable as your “Factor”
c) conduct a second ONE-WAY ANOVA for all scale variables as the dependent list of variables and the second demographic variable as your “Factor”

11) In light of the results of the one-way ANOVA report if your hypotheses are upheld or not.

12) Report on the internal consistency of the scale: Cronbach ALPHA for the entire scale.

13) Report of the validity of your scale (8 types of validity – see the first four pages of the “Handbook of Organizational Measurement” in Emerald)
Assignment B:
The qualitative part of the research.

1) Decide on a topic for your study same as above
(you will do ONE interview or ONE focus group and the above quantitative questionnaire – 40 respondents for pilot study).

2) Decide the sample who you will interview or who will take part in the focus group – how and who you will ask to undertake the interview/focus group – do not use students who are working in libraries.

3) Decide of a series of questions regarding your chosen topic to ask in the interview/focus group

4) Link each qualitative question to the literature (11 citations for your topic area connected with the qualitative study).

5) Conduct the interview / focus group

6) Write down everything that is said by you and the respondent(s)
[best to have a research assistant with you]

7) Type each phrase into EXCEL spreadsheet see EXCEL file “HOTEL COMMENTS”

8) Code the phrases from 7

9) Summarise your qualitative data in two or three table. Pick out three or four nice comments that are interesting.

10) Analyse the qualitative data write down what it all means

11) Discuss your analysis of qualitative data in light of your literature review.

12) Report on the TRUSTWORTHYNESS of your research
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