grop project

Term Project Stage 1: Marketing Research Planning and Execution (20%) This year’s term project will focus on understanding people’s perceptions and attitudes towards blood donation, and how to broaden the blood donor base of the Australian Red Cross Blood Service (ARCBS). In Australia (like most countries), only a very small percentage (around 2-3%) of the eligible population donates blood. And the demographics of those who donate don’t tend to be very representative of the general population. The typical Australia blood donor tends to be a relatively wealthy, middle aged, white-Australian. As the demographics of Australia’s major population centres are shifting, the ARCBS wants to broaden its base by finding out more about why people don’t donate, especially those who don’t fit the typical profile. Toward this end, the first half of the course we will collect some primary data by survey to help answer this question. The second half of the course will focus on quantitatively analysing the data we acquire. Students will form groups of 3-4.

The Internet is an amazing tool for learning more about issues and best practice for a wide array of techniques. Some preliminary research online concerning recommended practices for your technique will significantly increase the quality of your research. All students should read the background article concerning blood donation and familiarise themselves with slides about the Australian Red Cross Blood Service that are posted on Blackboard.

Stage 1: Survey Development: A survey involves asking a set of well designed questions to a representative sample of people. The goal of the survey is to test the ideas/hypotheses that arose from the earlier steps (e.g.

secondary data and group interviews) and to get quantitative data so we can more reliably answer our questions. In this project, we will likely be addressing issues such as reasons non-donors don’t donate and possible ways to increase their likelihood to donate. Again, we will probably want to focus on things that might differentially affect groups unlike the typical donor population that are well represented in our class (e.g. young people, new Australians, foreign residents).

Please note: The survey data will be collected using an online survey during week 8. Students will be sent an email with a link when the survey is ready to complete, they will have 72 hours to complete it. All students in the class will be required to complete the survey. Otherwise, you will lose one class participation point (10 points in total). Each group will need to submit both a written report and a copy of their survey questions in week 6. The write-up will include a discussion of what topics the group decided to include, how they made those decisions, the questions they developed, the rationale for the questions and how those questions will get at the topics they chose to cover. You might also want to include what topics/issues were considered but not included and why.

The write-up should include a discussion of what questions their survey should be able to answer and what actions they might be able to recommend based on answers. You should also discuss the weakness of your survey and sampling plan (and survey research, in general) and what you could or would do it differently, if you had more resources (e.g.

research experience, time, money, and people). Finally, include a brief discussion of what you learned from the experience and how you would do it differently now that you have tried it once. The write-up is due Monday 10 April by 2pm (week 6). You should submit it electronically via BB before the due date/time. And you should also bring a hard copy to the class. You will be required to present informally in class. This will be a major driver of the class discussion that day. This hard copy will be turned in at the end of the class. The report will involve approximately 4-6 pages of text (not including the survey questions themselves).

Survey critique:

All students will be assigned one of the surveys developed by the student groups to critique. A survey critique form will be posted on Blackboard.

Reviewers should read the group’s project report and then offer a critical assessment of the survey they created based on the discussion of questionnaire design presented within the course and the rationale they include in their report. Your critique will need to be submitted via Blackboard by Thursday 13 April 4pm (week 7). Otherwise, you will lose one class participation point (10 points in total).