Part I. (30 pints)

Questionnaire Design Exercise

Youre being consulted to determine the possibility of a new bookstore on campus. Below Ive identified some of the research objectives relating to this research object for your reference. Using your newly acquired knowledge of survey research to write a questionnaire to address your own research objectives. Youre welcome to adopt any one or more than one of the below objectives or be creative to write your own.

Possible research objectives:

• How should the bookstore be designed?
  • What about dcor, atmosphere, operation hours, staff uniforms, and so on?
    • What to measure: Determine respondents preference for each of the several possible design features on a preference scale.

• Where is the optimal location?
  • Given the current dinning places on campus, where is the best location for this new bookstore?
    • What to measure: Identify possible locations and determine students preference order

• What is the best promotional media to reach target market?
  • What advertising media should be used to best reach the target market?
    • Determine normal use of campus communication media.

• What do customers care most when shopping at a bookstore?
  • What to measure: What are the things that they care about? And in relative importance?

• How likely target customers are going to visit your place?
  • What to measure: purchase intent

Your questionnaire should include introduction, screeners, transitions, and customer classification and demographics etc. After you finished the questionnaire project on Qualtrics, click on the Tools drop down menu and select Export Survey to Word. Submit the Word document along with a separate page including your answers to the following questions:

1. Whats the objective(s) of your survey?
2. Who youre going to survey; How to identify and contact your participants?
3. When and for how long are you going to collect the data for the survey?
4. How many questionnaires you plan to send out?

Part II. (10 points)

Sampling Problem

It is estimated that the agreement of union contract among population is between 0.4 and 0.6. The sponsors of the union would like to survey union members and get a 95 percent confidence interval for the true proportion of people in favor of the contract. They want to restrict the error level to 3.6 percentage points (3.6%). Given the likelihood of the survey being delivered to a qualified union member is 0.8 (incidence rate), and the response rate is 0.8, how many surveys should they send out?