Before a market research professional can provide a client with recommendations for achieving business objectives, primary research must be analyzed so the recommendations can be supported with reliable data. In this task, you are provided with a scenario, results from a focus group, and survey data. You will need to calculate the sample size required to return a representative number of completed surveys, based on the target population. You will then analyze the results of the focus group and survey data to determine answers to your research questions. Finally, you will present the research results and your recommendations to the client by creating a slide presentation with speaker notes.
Scenario
Note: The scenario and all supporting information are fictional.
You are a market research analyst at a market research company. Your company has been contacted by The Olde Cheese Shoppe, a purveyor of specialty cheeses in San Francisco. The owners have become aware that two new cheese shops will soon be opening in the San Francisco area and are concerned about how their store compares to the new competition. You have been asked to evaluate the current overall customer satisfaction with the store and determine if there are areas where satisfaction levels need to be improved by upgrading service performance or offering additional services to remain competitive.
You and your team developed a research objective and four research questions at the preliminary client meeting. You conducted a focus group study and administered a research survey to find answers that address the research objective and questions. Focus group participants and survey respondents were recruited from a list of 414 subscribers to Cheese Gourmet magazine living in the San Francisco area.
You are now ready to analyze the results of your research and communicate the findings and recommendations to your client in a formal presentation. Using the information provided in the attached “Focus Group Output—The Olde Cheese Shoppe” and “Survey Results—The Olde Cheese Shoppe” supporting documents, analyze the primary research results and prepare a presentation for your client in which you make data-informed recommendations to address the research objective and questions.
Research Objective
To determine what factors contribute most to customer satisfaction among the target market.
Research Questions
1. What is the overall satisfaction with the customer experience provided at The Olde Cheese Shoppe?
2. Is The Olde Cheese Shoppe meeting customer expectations regarding the selection of cheeses being offered?
3. Are customers generally satisfied with the service being provided by the staff?
4. Are there any additional services that customers want that are not being offered?
Requirements
You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course.
A. Create a multimedia presentation ( suggested 12-15 slides) for the client in which you provide and support data-informed recommendations; include presenter notes for each slide and use information from the scenario. Within your presentation, you must complete the following:
Executive Summary
1. Provide a concise summary of your findings from the Qualitative Evaluation and Quantitative Analysis sections of this task (parts A5a, A6a, and A6b) and your recommendations to the client.
Background
2. Summarize information from the scenario about the market environment and the problem or problems that have been identified by the client.
Research Objective and Questions
3. Provide the research objective and the research questions from the scenario that were used to direct your research efforts.
Methodology
4. Describe the following aspects of the survey research used to meet your research objective:
a. Determine the desired sample size for the survey using information from the scenario, and justify the sample size based on your sample calculation inputs: population size, margin of error, and confidence level.
b. Calculate the response rate based on information in the scenario and the number of respondents reported in the “Survey Results—The Olde Cheese Shoppe” supporting document. Explain whether the response rate was high or low. Include in your explanation the factors that could have influenced this response rate.
Detailed Findings
Qualitative Evaluation
5. Evaluate the qualitative insights from the focus group using the attached “Focus Group Output—The Olde Cheese Shoppe” supporting document by doing the following:
a. Provide two key insights related to the research objective using details from the “Focus Group Output—The Olde Cheese Shoppe” supporting document.
Survey Analysis
6. Analyze the survey results data for the two questions from the attached “Survey Results—The Olde Cheese Shoppe” supporting document; using the results of your analysis by doing the following:
Key Insights
a. Provide two key insights that can be made based on the “Survey Results—The Olde Cheese Shoppe” data.
Data Visualization
b. Display each of the insights from part A6a in graphic format.
Recommendations
7. Provide recommendations to the client about the next steps the company should take. Support your recommendations with results from the data provided in scenario and the supporting documents.
B. Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.
C. Demonstrate professional communication in the content and presentation of your submission.
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