Description

Using the shortened Research Proposal below, please write a questionnaire that addresses the 7 objectives.

Compose your questionnaire in Qualtrics – be sure to include all instructions & skip patterns. Once you are done, you can export your survey to a Word document. You can then make the online survey active and copy the survey link to the end of the exported Word document. To see how to submit, please click on this link Qualtrics Questionnaire Submission Guidelines.docx – Alternative Formats .

-Assume all objectives are quantitative (i.e., The questionnaire you design must answer all the 7 objectives)

-Assume you are conducting an online questionnaire where they will receive an e-mail with your Introduction and then click on a link.

-Follow the layout of a questionnaire, as discussed in the lecture and illustrated in your coursepack (p. 69)

-Please number all questions

-Please include an Intro. This is what you will say to them before having them click on the link to the questionnaire. Even though this would normally appear on your e-mail, please include it as the first question of your questionnaire. Something like:

Hi, My name is . I work for . I am currently conducting a survey about __ (Keep it on topic but vague). It will take about ___minutes. Would you like to participate?

-After the Intro, please Include a Screener (Your sample is CSUF students). If they say Yes to the Intro, they move to the Screener. If they pass the Screener, they move to the first question on the questionnaire. If they say no to either the Intro or the Screener, they should not participate in the survey and should receive a polite message.

-Make it all multiple choice – no open-ended questions (except if you need “Others – Please specify:__”). You can make up the multiple choice answers for each question.

-Add in instructions (i.e., please check one, please check all that apply, etc.) and skip patterns (if necessary). Skip patterns refer to when a respondent must skip a question based on their answer to a preceding question.

-For Objective 5 below, I recommend that you use a Likert Scale. To learn about Likert Scales, please read pages 196-197 of the text.

Hand in:

A copy of your questionnaire, exported from Qualtrics into Word. At the end of the exported Word document, please add an active link that will take me to the online version of the survey.

Under Survey Options, please be sure to enable the Back Button so that I can move around your survey and test different answers.

Titan Campus Bookstore

Background

Titan Campus Bookstore is located on the campus of Cal State Fullerton. They sell new, used, digital and rental text books that Cal State Fullerton students can buy for the courses they are enrolled in. In addition, they sell computer hardware, software, snacks and drinks, school supplies and licensed Cal State Fullerton merchandise. Until several years ago, the Titan Campus Bookstore held a monopoly on course required textbooks and long lines of students waiting to buy books were common at the start of the semester.

In recent years, Titan Campus Bookstore has experienced a 40% decline in revenue from textbooks. This is mainly due to the growing competition that they have experienced. This competition includes other brick and mortar bookstores (Little Professor, California Bookstore, etc.), online bookstores (amazon.com, campusbookstore.com, etc.), as well as direct from publisher sites (Wiley, McGraw-Hill). These outlets offer students the options of buying a used or new textbook, buying a new hard copy or e-copy textbook, and renting a hard-copy or e-copy textbook.

Marketing Problem

Titan Campus Bookstore would like to maximize their sales revenue. They require a better understanding of student behavior and attitudes towards acquiring textbooks for courses.

Research Objectives

1) How many books have students bought or rented for courses?

2) In acquiring books for courses, do students buy their books from other retail outlet than the Titan Campus Bookstore? What are the other retail outlets (online and offline) that students shop at?

3) In purchasing books for courses, why do students prefer these other outlets?

4) How many books have students bought or rented from the Titan Campus Bookstore?

5) How does the Titan Campus Bookstore compare to their preferred retail outlet on key criteria?

6) What are the main reasons that students visit the campus bookstore (i.e., What do they go there to buy?)?

7) Do answers to the above questions vary across different segments?