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Purpose: To help students apply the marketing research process.
Background: Ongoing marketing research can play a significant role in keeping a business viable over the long term. This assignment is designed to help students understand how to approach the research process by applying it to a specific situation.
Scenario: You have now conducted primary research (survey) to determine what Mexican restaurant you would want to open. You now need to present your results to your business partners.
Tasks to Complete:
Provide a summary of your results including how you found your respondents, the number of respondents (sample size), and the results of each of your questions.
NOTE: You need to gather at least 20 survey responses.
You can obtain the results of your survey from either the “Data & Analysis” tab or the “Reports” tab in Qualtrics.
You must communicate your results through writing. Do not download the report from Qualtrics and upload it to your post. Writing the results shows that you understand the data and can interpret it. When writing, use past tense to communicate your results.
Example: I posted my survey link to my personal social media pages and sent it to friends and family. I collected responses for two weeks, I had 50 responses. Respondents were equally split between males and females, and the majority (80%) of respondents were current college students. Most respondents (77%) said they would order from a coffee shop that would deliver coffee for free at night. This supports my hypothesis. Less than a quarter (15%) said they would go to a coffee shop between the hours of midnight and 2:00 am. This result shows me that the coffee shop should close at midnight. Respondents were split on what types of food they wanted at the coffee shop – 25% wanted savory items, 30% wanted sweet items, and 45% said they wanted a combination. These results show that I should have a variety of items to cater to different tastes.
Re-state your hypothesis and conclude whether your hypothesis was supported or not.
Now, imagine that you want to conduct further primary market research based on your survey findings. Answer the following questions:
What further primary information do you want to know?
Who would be your research subjects? Why? How would you find them?
What research methods would you use (e.g., surveys and focus groups)? Why?
Provide a brief conclusion as to what you’ve learned through this survey design and collection assignment including any issues you came across in the research process.
Assignment Requirements:
Reflections should be a minimum of 250 words and no more than 1,000 words.
For this post, you do not need to use APA.

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