Myself Marketing Research

Marketing 1

Student’s Name

Institution

Myself – Marketing Research

Riverside County Humane Society (RCHS), is an animal based organization where it

strives to advocate for animal (especially pets) welfare. RCHS is planning to conduct a survey

that will address the following questions.

1. How is the consumer satisfaction with RCHS services?

2. How does the general public, members and contributors feel about RCHS services?

3. What are some of the ways RCHS services can be improved?

4. Are the general public willing to join in as contributors or members?

Required Information

The sole goal of conducting this survey is to help RCHS committee members to

know have a more comprehensive member and contributor profiling, have a general view

point on customers perspective in relation to the kind of services offered. Also the survey

targets to get an understanding of the willingness of the general public to either be

members or contributors of RCHS and also on consumer service satisfaction.

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PRIMARY DATA

SECONDARY DATA

Independent

Variable

Dependent

Variabe

Independent

Variabe

Dependent

Variable

State of Being

Age, Gender,

Age, Gender

State of Mind

Satisfaction with

services,

satisfaction with

external reputation

of RCHS program;

Increased demand

of RCHS services

satisfaction of

involvement

State of Behavior

Criticize behavior

Criticize

behavior

State of Intention

Intentions of

joining as

members or

contributors

Intentions of

appealing to

emotions

Secondary data source

Riverside County Humane Society contacted other Humane Societies to

determine the kind of research they had conducted in identifying the personalities of their

members. Also RCHS maintains a database record of the customers that visit for their

services.

Writing key questions

An animal humane society is a group that targets to halt animal suffering due to malice or

other reasons. 23,000 animal pets are cared for each year by such societies. I sought to look into

age as an independent variable in relation to satisfaction of entitlement as a dependent variable in

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the secondary data collected. This is meant to monitor how entitlement varies with age. Also I

sought to examine the correlation between gender as an independent variable and increased

demand of services as a dependent variable. I am convinced that the female gender is influenced

with the increased demand for services due to their responsibility of making decisions in relation

to RCHS as depicted in the collection of primary data through observation, interviews and focus

groups..

VARIABLES

Age (IV)

“What is your age?”

a. 20 years [ ]

b. 21 – 30 years [ ]

c. 31 – 40 years [ ]

d. 41 – 50 years [ ]

e. 51 – 60 years [ ]

f. 61 – 70 years [ ]

g. 71 – 80 years [ ]

h. 80 years [ ]

Meaning of age: this is the time frame during which

someone or something has been in exitance.

 Structured and undisguised

The question of age ought to be simple

and clear enough to understand and

should not be disguised. Answers in a

given structure gives a fixed array of

years where the respondent will not have

a hard time to chose the one which suits

him best.

 Wording

The question is clear and simple. Few

words are what`s required to express the

purpose of asking.

 Sequence

since the question is a classified one, it

is usually put at the end of the

questionnaire (though not the case with

this paper)

 Trade-offs

Because of the long range periods of

years, the accuracy of the data to be

analyzed might be interfered with.

Satisfaction of involvement (DV)

“What is your involvement with RCHS?”

a. Member [ ]

b. Contributor [ ]

 Structured and undisguised

The question of involvement ought to be

simple and clear enough to understand

and should not be disguised. Answers in

a given structure where the respondent

will not have a hard time to choose from

 Wording

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c. General public [ ]

(If (a) continue to question 7. If (b) Continue to

question 9. If (c) continue to question 11.)

Meaning of involvement: it is the act of being

engaged in or participating in something or activity

say in a group.

The question is clear and simple. Few

words are what`s required to express the

purpose of asking.

 Sequence

since the question is a classified one, it

is usually put at the beginning of the

questionnaire due to its interesting

opening nature.

 Trade-offs

Not all aged people would accept to be

either contributors or members of the

humane society. They also not able to

actively participate in activities of the

society.

Gender (IV)

“What gender are you?”

a. Male [ ]

b. Female [ ]

c. If other please specify

______________________

__

Meaning of gender: this is the state of being either a

male or female in reference to cultural and social

differences.

 Structured and undisguised

The question of gender ought to be

simple and clear enough to understand

and should not be disguised.

 Wording

The question is clear and simple. Few

words are what`s required to express the

purpose of asking.

 Sequence

since the question is a classified one, it

is usually put at the end of the

questionnaire (though not the case with

this paper)

 Trade-offs

Some respondents may choose not to

answer or answer dishonestly so as to

remain as anonymous as possible.

Increased Demand of service (DV)

“How often do you use RCHS services”

Never More often

1 2 3 4 5

 Structured and undisguised

The question is purposed to understand

the quality of service from the female

viewpoint. It is with no disguise.

 Wording

The question is clear and simple.

Expressing the quality of services that

leads to the increased demands of

services

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Meaning of demand: this is the desire or need of a

customer for goods and services that he is willing to

buy at the current market price.

 Sequence

The question has to be preceded by a

broader question.

 Trade-offs

A row of questions might be required.

Other design features

covering letter

a covering letter should be carefully prepared so as to boost the manner in which the answers are

answered (honesty) and also the response rates of the respondents. It should clearly highlight the

importance of the questionnaire, explain the method of answering and the confidentiality of the

information to be provided. A brief introduction to what the questionnaire is all about is given at

this stage.

Type of question

The questions should be closed ended whenever necessary. The aspect of writing or having to

type keeps most people away. The questions also have to be clear and simple to understand

without putting a lot of effort.

Layout of the questionnaire

The questionnaire needs to be neat and clear. This can act as an advantage to the researcher

because respondents like neat things and could mean an increase in response rate. The units of

scale should have the same range of numbers (e.g. 1 -5) to avoid confusion.

Incentive

Enclosing an incentive e.g. money may boost the response rate. Most people view time as money

so each time spent in reviewing the questionnaire is time spent away from other things including

income generating activities. Hence offering a token may make the respondent feel that his time

is valued.

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Reference

Crawford, I. M. (1990) Marketing Research Centre for Agricultural Marketing Training in

Eastern and Southern Africa. Harare Zimbabwe.

"Prevention of Cruelty to Animals," The Mercury, Saturday 20 July 1878, p 2

Rico Wang., (2014) six steps to creating an effective questionnaire. London, Beijin.

<https://www.edelman.com/post/six-steps-creating-effective-questionnaire/> retrived on

29

th

October 2017

Stefan Petrow, (2012) "Civilising Mission: Animal Protection in Hobart 1878-1914," Britain and

the World 5 : pp 69-95

.

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Appendix: Questionnaire.

Dear Ms. Sheila,

Riverside County Human Society (RCHS) is conducting a research among its members,

contributors and the general public. The reason of conducting this research is to investigate how

RCHS services are used and how they could be improved. Your response to the questions will

assist the Humane society to have insight on how service are used and how to improve on service

delivery to effectively meet consumer needs.

Your name was randomly picked as a sample from the data records of the society.

Time taken to view this message and share your opinions with us despite your busy program will

be highly valued. This survey will take a few minutes to respond to the simple questions on the

questionnaire that is herewith enclosed. The information you will provide will remain

anonymous and will not be traced back to you. Your participation in this exercise remains

confidential.

The Humane society can arrange for you to be sent a report on the findings. If you are

interested, kindly write your name and address at the completion of this questionnaire or make a

request of the results on a separate letter. Once the final report is complete, it will be our honor to

send you a courtesy copy.

Please return the completed questionnaire at your most primitive convinence. Thank

you very much for your support.

Regards,

Research team,

Riverside County Humane Society

N.B. 5 dollars have been enclosed as a sign for our gratitude for your sharing.

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Instructions

Please put a tick or a cross in the field provided for with the box that best suits your

answer(s).

Question 1: What gender are you?

d. Male [ ]

e. Female [ ]

f. If other please specify ________________________

Question 2: What is your age?

i. 20 years [ ]

j. 21 – 30 years [ ]

k. 31 – 40 years [ ]

l. 41 – 50 years [ ]

m. 51 – 60 years [ ]

n. 61 – 70 years [ ]

o. 71 – 80 years [ ]

p. 80 years [ ]

Question 3: Do you own a pet?

a. Yes [ ]

b. No [ ]

Question 4: If yes, which type of pet(s)?

______________________________________________________________________________

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Question 5: How did you first hear of Riverside County Humane Society (RCHS)?

a. Advertisement [ ]

b. Education programs [ ]

c. Word of mouth from neighbor, family or friend [ ]

d. If others please specify. _____________________________________

Question 6: What is your involvement with RCHS?

d. Member [ ]

e. Contributor [ ]

f. General public [ ]

(If (a) continue to question 7. If (b) Continue to question 9. If (c) continue to question 11.)

Question 7: What is the ideal amount of membership fees?

a. $ 1 – 5 [ ]

b. $ 6 – 10 [ ]

c. $ 11 – 15 [ ]

d. $ 16 – 20 [ ]

e. $ 21 – 25 [ ]

f. $ 26 – 30 [ ]

g. > $ 31 [ ]

Question 8: What privilege(s) do you think a member should benefit from the RCHS

______________________________________________________________________________

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Question 9: How much do you think is the ideal amount a contributor should contribute to

the RCHS program?

a. $ 1 – 5 [ ]

b. $ 6 – 10 [ ]

c. $ 11 – 15 [ ]

d. $ 16 – 20 [ ]

e. $ 21 – 25 [ ]

f. $ 26 – 30 [ ]

g. > $ 31 [ ]

Question 10: What privilege(s) do you think a contributor should benefit from the RCHS

______________________________________________________________________________

Question 11: Do you think it is important to become a contributor/ member of RCHS?

a. Yes [ ]

Why._____________________________________________________________

_________________________________________________________________

b. No [ ]

Why._____________________________________________________________

__________________________________________________________________

Question 12: How often do you use RCHS services

Never More often

1 2 3 4 5

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Question 13: How would you rate RCHS services

Poor Excellent

1 2 3 4 5

Question 14: What are your suggestions on improving RCHS services?

________________________________________________________________________

Thank you very much. God Bless You.

Myself Marketing Research

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