Question

Nike is completing a survey to get customers feedback about their athletic shoes.

1. The marketing manager at Nike is concerned about data accuracy issues in primary data research. To show that you are a trained researcher, provide two examples of how data accuracy can be compromised by inappropriate choices of the researcher in each of the following areas; a. Survey questionnaire design; b. Sampling plan for a survey, and, c. Data collection and recording. (3pts)

2. After much work, the Nike questionnaire for the survey comprised 5 questions (see below). Please set up a coding template for the first three questions by completing this table (you can add as many rows as necessary). (3pts)

Variable Name	Variable Description	Question Number	Coding system	Measurement Level

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Nike Questionnaire

Q1. Have you purchased Nike athletic shoes in the last six months?

• Yes
• No

Q2. What attributes do you associate with the Nike brand of athletic shoes? (Select all that apply)

• Sporty
• Classic lifestyles
• Funky yet functional
• Masculine
• Feminine

Q3. Of the attributes you selected in the previous question, which one do you associate with Nike athletic shoes the most? (Pick only one)

• Sporty
• Classic lifestyles
• Funky yet functional
• Masculine
• Feminine

Q4. Indicate your overall level of satisfaction with Nike’s athletic shoes.

• (5) Excellent      
• (4) Very Good      
• (3) Average       
• (2) Below Average      
• (1) Very poor

Q5. On average, indicate how many pairs of athletic shoes (of any brand) you buy per year?

• (4) More than 5 a year         
• (3) 2-4 a year         
• (2) 1-2 a year                     
• (1) less than 1 a year

3. For Q4 and Q5 of the Nike questionnaire, the coding system specified in the survey questions has been entered in SPSS when defining the variables in SPSS corresponding to these survey questions. After running descriptive statistics in SPSS, you obtained the following results.

Indicate your overall level of satisfaction with Nike’s athletic shoes

N       Valid	420
Missing	86
Mode	3
Mean	3.76
Median	2

On average, indicate how many pairs of athletic shoes (of any brand) you buy per year

N       Valid	425
Missing	11
Mode	3
Mean	2.8
Median	2

A. Use the appropriate and relevant information in these tables to provide a descriptive analysis of the survey results associated with Q4 and Q5 (2 pts).

B. Discuss all additional descriptive analyses that you can conduct to improve your analysis of the responses obtained for these two questions (1 pts)?

Answer 1

Q1. The marketing manager at Nike is concerned about data accuracy issues in primary data research. To show that you are a trained researcher, provide two examples of how data accuracy can be compromised by inappropriate choices of the researcher in each of the following areas; a. Survey questionnaire design; b. Sampling plan for a survey, and, c. Data collection and recording.

Answer 1. Two examples for each are:

a. Survey Questionnaire Design:

1. Asking wrong questions from respondents: Asking "Q2. What attributes do you associate with the Nike brand of athletic shoes? (Select all that apply)" to a respondent who is not even aware of "Nike Brand" is completely wrong.
2. Wrong related questions: If a respondent marked only a single option in "Q2" then what is the relevance of asking "Q3. Of the attributes, you selected in the previous question, which one do you associate with Nike athletic shoes the most? (Pick only one)" to the same respondent?

b. Sampling plan for a survey:

1. Improper Representation of clusters within Population: Males and Females both purchase Nike shoes. So, the sample must include both. Males and Females.
2. Sample Size not Sufficient to Represent the Population: The sample size should be more than the threshold or minimum to ensure the sample represents the population. For example, usually for normal distribution, the minimum sample size can be calculated using formulas available.

c. Data collection and recording.

1. Improper Explanation to Respondents: Respondents without understanding the question thoroughly give answers. Interviewers must try to ensure the respondents have understood the question properly before capturing the response.
2. Wrong Recoding of Response: Interviewer ticks or marks the option different from the one mentioned by the respondent.

2. After much work, the Nike questionnaire for the survey comprised 5 questions (see below). Please set up a coding template for the first three questions by completing this table (you can add as many rows as necessary).

Answer. The table is given below:

Variable Name	Variable Description	Question Number	Coding system	Measurement Level
Purchase	Have you purchased Nike athletic shoes in the last six months?	1	Yes=1 ; No=2	Nominal
Associated_Attributes	What attributes do you associate with the Nike brand of athletic shoes? (Select all that apply)	2	Sporty= 1 ; Classic lifestyles= 2 ; Funky yet functional= 3 ; Masculine= 4; Feminine= 5	Ordinal
Most_Associated_Attribute	Of the attributes, you selected in the previous question, which one do you associate with Nike athletic shoes the most? (Pick only one)	3	Sporty= 1 ; Classic lifestyles= 2 ; Funky yet functional= 3 ; Masculine= 4; Feminine= 5	Ordinal

Q 3A. Use the appropriate and relevant information in these tables to provide a descriptive analysis of the survey results associated with Q4 and Q5

Answer 3A. The descriptive analysis is as below:

Q4 Analysis- Beng a 5-point scale, "mean" is the best tool for finding the central tendency of the data. So, the mean of 3.76 indicates that the overall satisfaction level with Nike's athletic shoes is above "Average" but is below "Very Good".

Q5 Analysis- Being an ordinal scale question, "mode" is the best tool for finding the central tendency of the data. So, the mode of 3 indicates that "2 to 4 a year" is the number of pairs of athletic shoes bought by highest number of respondents.

Q3 B. Discuss all additional descriptive analyses that you can conduct to improve your analysis of the responses obtained for these two questions?

Answer 3B. Additional descriptive analysis that can be used are:

Q4 Analysis- Since mean is used here to analyze, check for Skewness and Kurtosis data for normal distribution. Also, significance testing should be done to ensure that the mean of 3.7 is significantly higher than 3 at a confidence level of 95% or 90% as deemed appropriate by the researcher.

Q5 Analysis- Since the mode is used here to analyze, use frequency counts and percentages to depict the percentage of respondents who buy "More than 5 a year", "2-4 a year", "1-2 a year" and "less than 1 a year". pair of athletics shoes.