Case Study:

In the implementation of the first project OurData decided to give a part of the data collection to other market research agencies. These external agencies were given the task to survey 150 of the sample of the research, with the purpose of determining their preference of shopping, either online or store. Agency A was given the task to survey a sample of 95 customers and Agency B was given the task to survey a sample of 55 customers, for a total of 150. OurData has defined the following quality guidelines for these external agencies.

These guidelines are part of the research objectives outlined in the research project plan given to each agency:

A hired agency must fulfill the number of surveys for which it was hired.

The hired agency must collect evidence for each surveyed customer for at least 95% of the customers surveyed.

The hired agency must conduct each survey within the expected timeframe at least for 95% of the sample surveyed.

The hired agency must conduct each survey within the allocated budget at least for 95% of the sample surveyed.

Your task is to evaluate the validity and reliability of the data collected by these two agencies according to the organisational processes and procedures, and then to prepare a report that will be presented to the CEO of OurData

Agency	Female	Male	Grand Total Male & Female
Store	Online	female total	Store	Online	Male total
Agent A	11	36	47	10	38	48	95
Agent B	9	31	40	2	13	15	55
Grand Total	20	67	87	12	51	63	150

Agency	Did the Agency collect evidence?
No(Total)	Yes(Total)	Grand Total
Agent A	3	92	95
Agent B	11	44	55
Grand Total	14	136	150

Agency	Did the Agency conducted the surveys on time?
No(Total)	Yes(Total)	Grand Total
Agent A	2	93	95
Agent B	14	41	55
Grand Total	16	134	150

Agency	Did the Agency conducted the surveys within the budget?
No(Total)	Yes(Total)	Grand Total
Agent A	2	93	95
Agent B	13	42	55
Grand Total	15	135	150

Question 1: According to the OurData quality guidelines, analyse the validity and usefulness of the information collected by each Agency. Explain in detail for each agency using data.

These guidelines are part of the research objectives outlined in the research project plan given to each agency:

• A hired agency must fulfill the number of surveys for which it was hired. ( Did Agent A and Agent B has met all three requirements by achieving above set mark of at least 95% for each task?)
• The hired agency must collect evidence for each surveyed customer for at least 95% of the customers surveyed. ( Did Agent A and Agent B has met all three requirements by achieving above set mark of at least 95% for each task?)
• The hired agency must conduct each survey within the expected timeframe at least for 95% of the sample surveyed. ( Did Agent A and Agent B has met all three requirements by achieving above set mark of at least 95% for each task?)
• The hired agency must conduct each survey within the allocated budget at least for 95% of the sample surveyed. ( Did Agent A and Agent B has met all three requirements by achieving above set mark of at least 95% for each task?)

Question 2: What is your general assessment of the performance of this project given to these agencies against OurData quality guidelines for outsourced market research? Explain.

Question 3: Identify at least 2 relevant stakeholders to this project. Write a formal email to each one of them (one email for each, 2 emails in total) explaining the outcomes of the project and seeking their specific feedback about the process. Use the following templates to complete this.

Question 14: Prepare a report to be presented to the CEO of OurData where you include:

a. General overview and conclusion of the results and findings about the agencies performance

b. At least one recommendation for future improvements to the market research process

c. At least one recommendation to be added to the current quality guidelines for outsource market research.

d. Explain the importance and role of successful market research in enterprise development