MARK-4441-BARE Cookware Project (ASS4) (1)
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Assignment 4: Survey Research – Group Assignment
BARE Cookware’s Pre-Seasoned Carbon Steel Pans
Duyen Nguyen - 300362928
Hoang Hanh Dang - 300328449
Huyen Nguyen - 300351638
Rafaela Martins de Lima - 300370932
Ye Min Htet - 300373757
Douglas College
Marketing Research – MARK-4441-001
Dr. Imran Tanveer
July 23th , 2023
2
Introduction and background
After conducting a thorough Focus Group with 10 participants, the research scope has
been effectively narrowed down. The findings indicate that the majority of female respondents
prioritize high quality pans and are willing to pay in durable ones, even at a higher price.
Additionally, in terms of distribution channels, fast delivery is crucial, however, after-sales
support such as live chat assistance, warranty services, and return policies are factors they
concern when choosing brand to buy. Lastly, the participants exhibited a strong inclination
towards engaging promotional initiatives, including discount campaigns, loyalty programs, and
referral incentives for new products. This study aims to develop previous research conducted on
BARE Cookware’s Pre-Seasoned Carbon Steel Pan’s promotional and distributional activities.
Our key objective is to obtain a thorough understanding of customer preferences. The team
conducted survey research with the questionnaires to gain more detail about demographic,
purchasing patterns and customer behavior. The main marketing research problem is to consider
the performance of current distribution channels, to determine the best strategies and methods to
attract and sustain customers, enhance service, and improve revenue, eventually increasing
market share. Method
In this survey research, the team choose face-to-face method and electronic method.
Initially, the personal approach involved conducting pretests with 10 individuals
, all of team
members had a short interview with their friends and gave them the survey to do the pretest,
most of friends from Douglas College in order to gain more information to revise the survey.
Then, the team utilize Google Form to do the survey with 15 questions and send the survey to
friends, co-workers through WhatsApp, Facebook, who come from different countries but they
3
currently reside in Canada
. We planned to have at least one hundred survey responds. The team
choosed Google Form because we found it convenient and friendly for respondents to do the
survey by using a phone with the Internet. One more thing, we could get the result as soon as
each respondent completes the form and it is not time-consuming to summarize the data. From
the Google Form, we could know how many respondents finished the survey as well as an
analysis of the data by adding pie and bar charts for each question. By doing this, we have a
general picture of our survey.
Pretest
To ensure a smooth survey process, we conducted a pretest to identify and address any potential issues. The pretest was carried out using the following method and procedures:
Method: In-person survey
Participants: Friends of team members, mostly from Douglas College
Number of Participants: 10 individuals
Number of question: 15 questions Procedure:
The pretest questionnaire, provided in Appendix A, underwent a meticulous refinement process by individual team members. Participants were contacted via text message to schedule a meeting, during which the purpose of the survey was explained, and their voluntary participation was obtained. Throughout the process, moderators astutely recorded participants' facial expressions and inquiries, providing necessary explanations and clarifications when required. Upon survey completion, the moderators expressed appreciation for the participants' cooperation.
Result
4
After doing the focus group, the team had enough data and information to create the
questionnaire and the questions had been reviewed by team members many times before giving
to 10 respondents. That’s the reason why there is no significant change in the content of the
questionnaire. The only issue is the respondents asked for an explanation for after-sales support
when they are doing the survey, then the team had to explain to them after-sales support
including warranty services, return policies, and easy access to spare parts. Therefore, the team
decided to revise the questionnaires include comprehensive information for the after-sales
support questions as showed on Appendix B.
Question design
The research survey comprised 15 questions, including two (2) demographic questions. To ensure a comprehensive understanding of customers' perspectives, the survey featured diverse
question types, including dichotomous, multiple choices and scale as the table below:
Table 11.3 Questionnaire Design Check-List
Question
Question type
Scale/Measurement
Justification of your
question type,
scale/measurement
1 - What is your gender?
Dichotomous
Scaling: Non-
Comparative Forced Scale; Measurement:
Nominal
Understand demographic characteristics for the marketing mix
2 - What is your age group?
Multiple-Choice
Scaling: Non-
Comparative Forced Scale; Measurement:
Ratio
Understand demographic characteristics for the marketing mix
3 - Do you have any passion for cooking and trying new recipes?
Dichotomous
Scaling: Non-
Comparative Forced Scale; Measurement:
Nominal
Qualify the target by understanding how much they use and care about the products
5
4 - In a typical week, how often do you cook at home?
Multiple-Choice
Scaling: Non-
Comparative Forced Scale; Measurement:
Ordinal
Identify the target lifestyle and preferences
5 - In your opinion, how important is it to have non-
stick pans in your kitchen?
Scales
Scaling: Non-
Comparative Forced Scale; Measurement
: Interval
Qualify the target by understanding how much they use and care about the products
6 - What is your preference a
cookware set?
Multiple-Choice
Scaling: Likert Scale
Measurement:
Nominal
To confirm the target needs
7 - What is your primary motivation for buying kitchen appliances - choose the option that is most important to you:
Dichotomous
Scaling
:Likert Scale
Measurement:
Ordinal
To understand what are the most important features of cookware Set
8 - How much do you prioritize the sustainability of
the kitchenware you purchase?
Multiple-Choice
Scaling: Likert Scale
Measurement:
Ordinal
Identify the target lifestyle and preferences
9 - When it comes to buying cookware, do you:
Scales
Scaling: Non-
Comparative Forced Scale; Measurement:
Nominal
To confirm the target needs
10 - Do you intend to buy a new cookware set within the next four months?
Dichotomous
Scaling: Non-
Comparative Forced Scale; Measurement: Nominal
To understand participants' future purchasing intentions and potential market demand for cookware sets
11 - What is your level of agreement with the following
statement: Discounts on products would encourage you to buy additional items?
Scales
Scaling: Continuous Rating Scale
Measurement:
Ordinal
To understand the influence of discounts on participants' purchasing behavior
12 - Do you agree with this Scales
Scaling: Likert Scale
This question aims to gauge
6
statement: Already bought or
would buy from online cookware.
Measurement:
Nominal
participants' inclination towards purchasing cookware online. By understanding their agreement with the statement, we can assess the significance of e-commerce as a distribution channel for kitchen appliances
13 - Social media and online communities greatly influence my choice of distribution channel when purchasing kitchen appliances.
Scales
Scaling: Semantic Differential Scale
Measurement: Ordinal
To understand the impact of social media and online communities on participants' distribution channel preferences when buying kitchen appliances. By assessing the level of influence these platforms have on their decisions, we can identify the role of digital
marketing and community engagement in shaping consumer behavior 14 - Please select the option that best represents your opinion on after-sales support, including warranty services, return policies, and easy access to spare parts.
Multiple-Choice
Scaling: Likert Scale
Measurement:
Ordinal
To gauge participants' preferences and satisfaction levels regarding after-sales support for kitchen appliances
15 - How much do you agree
with this statement: I am open to trying out brands and
lesser known kitchen appliances as long as they have good reviews and recommendations.
Scales
Scaling: Likert Scale
Measurement:
This question assesses participants' openness to trying new and lesser-known kitchen appliance brands based on good reviews. The responses will help us identify opportunities for product innovation and brand
positioning, considering customer preferences and building trust in lesser-
known brands
Actual Questionnaire
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Related Questions
QUESTION 1
The table below shows the sales figures for a brand of shoe over the last 12 months. Months Sales January 69 February 75 March 86 April 92 May 95 June 100 July 108 August 115 September 125 October 131 November 140 December 150
a. Using the following, forecast the sales for the months up to January the following year:-
i. A simple three month moving average. [2 marks]
ii. A three period weighted moving average using weights of 1, 2 and 3. Assign the highest weight to the most recent data. [3 marks]
iii. Exponential Smoothing when α= .6 and the forecast for March is 350. [5 marks]
iv. Determine which of the three forecasting technique is the most accurate using MAD. [4 marks]
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Show your complete solution for A, B, and C.
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Question content area
Part 1
Sales of Volkswagen's popular Beetle have grown steadily at auto dealerships in Nevada during the past 5 years (see table below).
Year
Sales
1
450
2
510
3
516
4
555
5
575
Part 2
a) Forecasted sales for year 6 using the trend projection (linear regression) method are
enter your response here
sales (round your response to one decimal place).
Part 3
b) The MAD for a linear regression forecast is
enter your response here
sales (round your response to one decimal place).
Part 4
c) The MSE for the linear regression forecast is
enter your response here
sales (round your response to one decimal place).
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Topic: The study of customers’ behavior towards online shopping as opposed to in-store in the Caribbean.
What can be the Significance of Research, Research Question/s, and definition of key terms based on the topic above?In a qualitative method approach.
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Definition and Comparison Questions: For each question, provide an explanation of the marketing terms, compare and contrast them and provide examples of how they are used in marketing.
Q 1.2: Primary data and Secondary Data:
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QUESTION 1
The table below shows the sales figures for a brand of shoe over the last 12 months.
Months
January
February
March
April
May
June
July
Sales
69
75
86
92
95
100
108
115
125
131
140
150
August
September
October
November
December
a. Using the following, forecast the sales for the months up to January the following year:-
i. A simple three month moving average.
ii.
A three period weighted moving average using weights of 1, 2 and 3. Assign the
highest weight to the most recent data.
iii. Exponential Smoothing when a= .6 and the forecast for March is 350.
iv. Determine which of the three forecasting technique is the most accurate using
MAD.
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question : Suggest research design for this study.
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Question 4 (1 point)
As buyers are increasingly facing information overload, salespeople should ensure information is streamlined and
personalized.
OTrue
OFalse
Question 5 (1 point)
Blogs, white papers, webinars, and presentations should be proyided to targeted customers.
OTrue
OFalse
Question 6 (1 point)
dal fne avaluating solution alternatives uses weighted averages.
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Q.1: How forecasting helps in different disciplines of management science? Make a comparison between quantitative forecasting versus qualitative forecasting
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Alt
Degree
Assignment
January-June
Bebeware Open
Universby
All Gr
Special/ Supplementary Structured Timed
BMK722-Principles of Marketing
7. A specialty store is
A. A store that carries a narrow products line with a deep assortment
B. Any store that carries standardized merchandise and sold at lower prices with
lower margins and higher volumes
C. A store that sells merchandise bought at less than regular wholesale prices and
sold at less than retail
D. A store that carries several product lines
8. Segmented pricing is
A. Promotional money paid by manufacturers to retailers, in return to agreement to
feature the manufacturer's products in some way
B. Prices that buyers carry in their minds and refers to when they look at given
product
C. Selling a product or service at two or more prices, where the difference in prices
is not based on differences in costs
D. None of the above
9. Which of the following is not one of the steps in the new product development process?
A. Idea generation
B.…
arrow_forward
Question 1.
The table below shows the sales figure for a brand of shoe over the last 12 months.
Months
Sales
January
69
February
75
March
86
April
92
May
95
June
100
July
108
August
115
September
125
October
131
November
140
December
150
a. Using the following, forecast the sales for the months up to january the following year:-
i. A simple three month moving average
ii. A three period weighted moving average using weights of 1, 2, and 3. Assign the highest weight to the most recent data
iii. Exponential smothing when α = .6 and the forecast for march is 350
arrow_forward
Question 1.
The table below shows the sales figure for a brand of shoe over the last 12 months.
Months
Sales
January
69
February
75
March
86
April
92
May
95
June
100
July
108
August
115
September
125
October
131
November
140
December
150
a. Using the following, forecast the sales for the months up to january the following year:-
i. A simple three month moving average
ii. A three period weighted moving average using weights of 1, 2, and 3. Assign the highest weight to the most recent data
iii. Exponential smothing when α = .6 and the forecast for march is 350
vi. Detemine which of the three forecasting technique is the most accurate using MAD
N.B. Only answer IV
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QUESTION 5
Choose the answer with the best match. Elements of a Good Forecast, Meaningful:
The benefits should outweigh the costs
It should work consistently
The degree of accuracy of the forecast should be stated
The forecasting horizon must cover the time necessary to implement possible changes so that its results can be used
The units measured should be useful to those using the forecast
QUESTION 6
There are two main approaches to forecasting. Choose the best two:
Quantitative, Consumer
Judgmental, Quantitative
Sales force, Judgmental
Historical, Consumer
Expert, Executive
QUESTION 7
Describe the following: Andon
Maintaining equipment in good condition
Maintaining a workplace that is clean
System for moving work to the next station as it is completed
System of lights used at each workstation to…
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Q.9 Write a cover letter for your questionnaire on your research topic?
Q.10 For your chosen research topic, how will you administer the questionnaire through telephone? Also mention the advantages and disadvantages of it.
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Q3 The following table contains the sale of water pumps for the last 10 months in a retail outlet.
Week No. Actual Demand
Week No. Actual Demand
1
31
36
34
7
38
33
8
40
4
35
9
40
37
10
41
i) Forecast for 11th week using exponential smoothing method for these data using a (alpha) of
0.3, and an initial forecast of 32.
ii) Use 3 weeks moving average to forecast 11th month.
iii) Identify the best method using Mean Absolute Deviation (MAD).
iv) Justify your decision.
2.
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Question TWO: i. Identify and explain the Major Steps involved in budgeting
ii. What do you understand by business forecasting? and state the challenges faced in forecasting
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Activity 3. Sort it
Direction: Group and dassify each given words below that corresponds to each P's.
MARKETING MIX
Product
Price
Promotion
Place
People
antu:
lt n am tal
Setling Price
Functionality
Sponsorships
Activities
Distribution Channels
Service Provided
Appearance
Discounts
Jtarranty
Payment Arrangements
Public Relatiens
Advertising
Logistics
Atlitudes
Message
Service Levels
Gustomer Service
Priee Matching
Quality
Sarvices
Message
Rackaging
Market Coverage
Location
Gredit Temis
Empleyee Potrayat
Appearance
Media
12
Note: Practice personal kygiene protecol at all tiaEs.
2021.09.23 13:58
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Q35
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10-A forecasting method that forecasts progress upward in the organization from small units to ultimately provide an aggregate forecast of employment needs is referred to as
zero-base forecasting.
bottom-up approach.
use of predictor variables.
Delphi technique.
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Part B
Three-period
Four-period
Units
Units Demanded
Period
weighted moving weighted moving
Demanded
Three-period weighted moving average forecast
average forecast
average forecast
Four-period weighted moving average forecast
24
2
25
60
28
50
49
S50
4
32
26.33
46
4.90
39,80
40
41
5
35
29.50
28.6
38
35
38
32.83
31.7
30
32
28
25
26,93 250 es
7
41
36.00
34.9
24
20
8
46
39.00
38
49
43.00
41.8
10
10
53
46.67
45.4
50.50
49.2
1
2
3
4
5
6
7
8
9
10
11
1. Make a comparative analysis out of your answers in the plotted data. (3-5 sentences)
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Please do not give solution in image format thanku
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Question
Using a suitable moving average method, find the trend values.
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please answer ASAP . Q2
Subject : production and operation management
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QUESTION 8
You are given the following information, comprising of an individual's expenses for the year
2015. Use the information provided hereunder to answer the following questions.
Month
January
February
March
April
May
June
July
August
September
October
November
December
Expenses
1977
820
970
1082
1220
1281
1546
1788
895
1108
1824
1954
a) Determine the expenses forecast using a two (2) period moving average. Calculate the
MAD and MSE.
b) Determine the expenses forecast using a two (2) period weighted moving average. Use
0.8 & 0.2 for the weights of the most recent and second most recent periods respectfully.
Calculate the MAD and MSE.
c) Develop an exponential smoothing forecast using a=0.2. Assume the forecast for the first
month is the actual expenses for that month. Calculate the MAD and MSE.
d) Developed a trend line to forecast expenses
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Question No. 1List the specific weaknesses of each of these approaches to developing a forecast:a. Consumer surveys.b. Salesforce composite.c. Committee of managers or executives.
Question No. 2What kinds of capacity problems do many elementary and secondary schools periodically experience? What are some alternatives to deal with those problems?
Question No. 3The XYZ company produces all type of office furniture. The “Executive Secretary” is a chair that has been designed using ergonomics to provide comfort during long office hours. The chair sells for $130. There are 480 minutes available during the day, and the average daily demand has been 50 chairs. There are eight tasks;
TaskTime (min)Immediate predecessor
A4-
B7-
C6A, B
D5C
E6D
F7E
G8E
I6F, G
Draw a precedence diagram of this operationWhat is the cycle time for this operation?What is the theoretical minimum number of workstations?Assign tasks to the workstationsWhat is the idle time per cycle?What is the efficiency of the…
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Both parts.
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Questions:
1. What are some of the potential benefits of a more formalized approach to forecasting?
2. Prepare a weekly forecast for the next four weeks for each product. Briefly explain why you chose the methods you used. (Hint for product 2, a simple approach, possibly some sort of naive/intuitive approach, would be preferable to a technical approach in view of the manager's disdain of more technical methods).
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