Getting started

Below are brief suggestions for your research objectives for the marketing research project. This is mainly with a view to doing a manageable, focused project with respect to primary data collection. However, you can pursue any means of obtaining secondary data that you feel is appropriate. Note that I have asked each group to use at least two sources of secondary data. Further, I have made some general comments about where to go from here and about the ethics of administering a questionnaire that you should follow.

One other point; research on any topic is a never ending process that can involve a lot of effort. It is up to you to do a manageable project, in light of what I have said earlier and the grade assigned to the project. It will be interesting for you to really find out more about your problem but it is important not to end up spending too much effort. That is why I will give you feedback on the problem and questionnaire and also suggest restrictions on the sample size.

Some suggestions for subsequent steps

If you have only stated a problem, you will find it useful to take a few minutes to write down some research objectives that are a little bit more specific. You will also find it useful to write down some information needs to address your problem statement and research objectives. (You will need to do this anyway for the written report). In other words, try to detail out the types of information you will collect, if you have not done so already and link your information needs to your research objectives. Then you can proceed to develop questions that address each information need. The advantage of writing down information needs is that it provides a means of generating questions and making and then checking your questionnaire to see if you have left out any important information needs. You are welcome to drop by and ask me about any questions you may have. When you are ready to submit the questionnaire, please resubmit your problem statement and this feedback so that I can look at the questionnaire in light of your objectives.

Some suggestions I have made for all groups include using secondary information that is local and national. Secondly, I have suggested that you include at least one open-ended question in your survey.

Ethical principles in Asking Questions

Three principles have to be kept in mind; the right to privacy, informed consent, and confidentiality. One important element of right to privacy is that respondents do not have to disclose any information against their wishes. Moreover, if confidentiality is requested by the respondent, this has to be honored. In fact, as a rule you should maintain confidentiality unless you have obtained permission from the respondent ahead of time to disclose his/her name. An important element of informed consent is that respondents should be given enough information about what they will be asked to do as well as how the information will be put to use so that they can judge whether there will be unpleasant consequences by providing information. In practice, the general purpose of the survey is told to potential respondents. Further, they should be told if personal and/or sensitive questions will be in the survey. A key question in informed consent is to judge how much the respondent is at risk and, and therefore, how much information can be provided in advance without contaminating the study. Please take care to adhere to these principles and consult me if you have any questions. When you are in doubt about the ethics of a practice, it is a good idea to avoid it or consult someone before deciding about it. Be particularly careful if your research objectives seek personal and sensitive information about respondents.

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