Name:_______________________________________

1) Primary market RESEARCH assignment

Choose a store you know well, such as a clothing store, bookstore, shoe store, restaurant, or
sporting goods store.

Name of the Store: ____________________________________________________

Location of the Store: __________________________________________________

Scenario: The store owner wants to increase sales and customer satisfaction. You have been
hired as a marketer to help the company learn about their customers. You are to outline how
you will gather primary data for the company using the research techniques outlined below.
The research should give the company information to help determine how to increase
sales and customer satisfaction.

To assist you in completing this assignment, refer to the class notes on marketing research
techniques, steps to create a questionnaire, and types of survey questions.

Observation (10 marks)

(Remember, observation does NOT involve any interaction with customers)
 What type of customer behaviour will you observe?
 How do you plan to observe the customer behaviour? Describe at least two ideas.
 What times of the day would you select to do your observation, and why?
 What information do you think you would be able to give the owners to help them
increase sales and customer satisfaction?

Experiment (10 marks)

 What type of experiment will you do? (i.e., What are you testing?)
 State your hypothesis. (i.e., What do you expect or hope to find out?)

Focus Group Interview (5 marks)

 List two questions that you would ask customers during an interview to learn what they
think about the store and its products.

Questionnaire (15 marks)

 Create a questionnaire using the following format:
 Title
 Introduction / Purpose
 2 Demographic questions
 Main research questions
 4 close-ended questions of different formats
 1 open-ended question
 Thank the respondent