Assessment Objectives

$$ Be able to justify a sampling design and technique for marketing research.

$$ Know how to design a questionnaire using different scales.

$$ Be able to develop and evaluate the quality of survey questions.

$$ Practice with the wording and sequence of questions in a survey.

$$ Get hands$-$on experience with the available survey platforms. Task

This assessment builds on the Assignment $1$ research question:

Why do Gen Z users follow Allbirds on social media?

Drawing on your interview results in Assignment $1,$ your task is to propose a sampling design and technique, as well as design an online survey questionnaire that can be used to collect the following data:

Section $1.$ Demographics $(3-4$ questions$)$

Section $2.$ Social media engagement, such as frequency of engagement with Allbirds content, type of

user engagement etc. $(3-4$ questions$)$

Section $3.$ Customer motives. You need to measure motives that were uncovered in your video interview $($ONE multiple$-$item question with $6-8$ different items$).$

Section $4.$ Customer satisfaction and loyalty. Make sure to differentiate between customer satisfaction and customer loyalty $($TWO multiple$-$item questions, one measuring customer satisfaction with $3-4$ items, another question measuring customer loyalty with $3-4$ items$).$

Your questionnaire should include a variety of scales. You are not required to actually collect any primary data but only design the survey.

Format

Your submission should include the following:

$(1)$ A survey link $$ make sure that we will have easy access to your survey link and that we can switch between questions without limitations$.$

$(2)$ A description of the sampling design and technique $(200$ words$)$ and justification of the included questions explaining how they link up to the survey objectives $(500$ words$),700$ words total.

$-$ a $.$doc or a $.$pdf file, $12-$point font, Times New Roman, $2\mathrm{.}0($double$)$ spacing.

$-$ Referencing should follow APA $7$th edition, reference list and appendices not included in word count.

$(3)$ Appendix with your survey questions.