Assignment Question(s):​​​​​​(Marks 5) Question 1: A. Prepare a questionnaire (Minimum 10 questions)

Assignment Question(s):​​​​​​(Marks 5)

Question 1:

A. Prepare a questionnaire (Minimum 10 questions) for a survey/interview on the question you came up from the activity you did in assignment 1 that is Q2( Write a description of the research problem you propose to investigate and explain why you chose this topic.) (2 MARKS)

The question I came up with for the activity I did in assignment 1 is “what is the importance of marketing strategy, and why do companies need such a plan?

1) Who are the company’s marketing targets?

2) How will the products sold by the company help the customers?

3) What is the best way for the company to reach its target audience?

4) What are the best methods the company should use to promote interactions with the customers?

5) What metrics will be used to measure success and progress within the organization?

6) Does the marketing plan clarify and simplify the decisions made?

7) Does the plan help workers make the right decisions?

8) Does it promote organizational and employee growth?

9) What exactly is the marketing plan trying to achieve?

10) Is the company communicating through the right channel and with the necessary creativity?


B. Explain the four measurement scales in research and the scale you have selected for the survey/interview respondents. (1 MARK)

​The four measurement scales in research are nominal, ratio, interval, and ordinal.  The nominal model labels variables without using quantitative order. Also known as the categorical variable scale, the nominal scale is the simplest among the four measurements. This also makes it the least informative and precise because it only provides information on the identity and charactersneeded (Dalati, 2018).

​Ordinal is the second level of measurement, and it is used to show the order of variables. It is crucial to note that this model does not show the difference between each variable. Ordinal is only used to show non-mathematical aspects such as happiness, pain, and frequency. Due to its nature, the ordinal scale providesintrinsic order and defining elements of a variable (Dalati, 2018).

​The following scale is the interval scale, a numerical scale where there is knowledge of the order of the variables and their differences. The importance of this model is that it helps open up the jurisdiction of statistical analysis on the selected date. The only negative aspect of this model is that it does not provide the true zero in a study (Dalati, 2018).

​The ratio is the last scale, and it provides information on the order, an exact value between units, and have true zero. The fact that the ratio is true zero creates room to apply inferential and descriptive statistics. It is thus calculated based on the assumption that there is a zero value (Dalati, 2018).

​For this study, I will use the ratio and ordinal measurement scales. The interval scale will make it easy to conduct statistical analysis on the selected data. Having a true zero value would make using descriptive and inferential techniques in the ratio measurement method. Working with the ratio scale would mean that I can do anything the other three models can do. 


Question 2:

Differentiate between Quantitative vs. Qualitative research. (1 MARK)

Qualitative research involves the mode used to collect, analyze, and interpret non-numerical data. This research aims to understand how people subjectively view certain aspects within different fields. Therefore, qualitative research deals with textual data,including words and meanings (Mason, 2002).

Unlike the qualitative research method, the quantitative research method deals with statistics and numbers. In this case, statistical tests are used for analysis, unlike qualitative research, with no statistical tests (Mason, 2002). Another notable difference is that qualitative research has semi-structured and even unstructured responses, unlike qualitative research, with only fixed responses. It is thus true to say that qualitative research is more exploratory since it can provide new hypotheses that can be used to conduct quantitative research. On the other hand, quantitative research isless experimental since it focuses on data

Question 3:

Define ANOVA and Regression Analysis (1 MARK)

Also known as Analysis of Variance, ANOVA involves utilizingdifferent statistical methods and estimations techniques that help determine differences among means. In other words, ANOVA is a test used to determine the significance of a survey or an experiment(Efron, 1978). The method helps determine the extent to which the mean of two or more groups differs. 

On the other hand, regression analysis is a method used to predict the future behavior of a dependent variable with that of one or more independent variables. Regression analysis is thus used to establish the connection between a dependent and one or more independent variables. The method is thus used to find the cause and effect relationships between variables and, at the same time to forecast and facilitate understanding of time series modeling(Efron, 1978). Regression analysis is a mode used to find trends in data in a certain study area. 






Dalati, S. (2018). Measurement and Measurement Scales. In Modernizing the Academic Teaching and Research Environment (pp. 79-96). Springer, Cham.

Efron, B. (1978). Regression and ANOVA with zero-one data: Measures of residual variation. Journal of the American Statistical Association, 73(361), 113-121.

Mason, J. (2002). Linking qualitative and quantitative data analysis. In Analyzing qualitative data (pp. 103-124). Routledge.