Primary Data Collection
Your employer, a commercial marketing research firm, has been contracted to study the usage patterns and brand preferences for fast food among senior citizens in the United States. You have been assigned to develop a suitable questionnaire and method of administration to collect the desired information.
What potential problems might arise in the design and administration of the questionnaire because of the unique nature of the population in question? List the problems you foresee and provide the solutions.
What method of administration would you recommend? Why?
Questionnaire design is conducted using only generalized conventions and procedures. Because of this, two researchers with the same objective may design very different questionnaires. Keeping this in mind, critically evaluate the questionnaire offered in the “Caldera Industries” Case Study.
Answer the following questions in essay format:
- What are the good points of the Caldera Industries questionnaire?
- What features would you change?
- Provide specific examples and justify them if you feel an alternative technique would provide more useful information.
To obtain full credit for this Assignment, you must answer the available question as thoroughly as possible. Your answer should be thoughtful and composed using complete sentences.