In this case assignment, you will analyze a research design and recommend an alternative design. You will also critique a questionnaire and recommend survey improvements.
Use Case 12-4, Project DATA: An Urban Transportation Study, on pages 316–322 of your Marketing Research text. For the purposes of this assignment, you will want to incorporate the answers to the four questions on page 317 into a cohesive essay that is 2–4 pages long.
Your paper will be graded according to the following criteria:
- Analyze the data quality resulting from a questionnaire.
- Evaluate the effectiveness of the research design.
- Recommend improvements to mail-back survey.
- Develop alternative survey design.