MKTG7510 – Loyalty and Segmentation Project
Assessment Task Due Date Weighting Learning Objectives
Research Proposal
Survey Design 22 Mar 2024 17:00
20%
Individual Task,
2000 words
1, 2, 3, 4, 5
The purpose of this project is to generate consulting advice about how a brand can achieve the
management objective of developing or maintaining consumer loyalty with marketing
communications targeted at consumers attitudes, feelings and perceptions about the brand.
Part 1 is a formative exercise in which you will introduce your context and design a survey that
investigates the drivers of loyalty in a specific market.
Part 2 is the final research project. After making any needed changes to your survey, you will
now use it to collect data, run statistical analysis and provide strategic business recommendations
(e.g., product design, communications strategy to maximise consumer loyalty).
Part 1 – Research Proposal / Survey Design
Section 1: Research Motivation
To motivate your research a situation analysis is needed which identifies emerging trends in the
market that have important implications for how consumers think, feel and behave toward the
client brand. Ideally, these should be novel or unique trends that are not immediately obvious to
the casual observer. An appropriate population of interest must be identified here and justified
with respect to its relevance to the client. Ideally, you should pick a context for which your
convenience sample has a clear and unambiguous fit with.
In this section provide some basic background information about the market they operate in that
may describe how consumers think/feel in this market. Consider the following questions: what
are commonly held perceptions about products/services in this market? Are there recent (or
upcoming) changes in this market that may affect attitudes? Is this market affected by a crisis of
some sort that is changing consumer attitudes? What might be some of the characteristics of
people who are more loyal than others in this market?

Section 2: Survey Design
Provides justifications for the inclusion of each question in terms what dimensions of a latent
variable they measure. Each attitudinal variable must be operationalised using multi-item
measures (discussed in the Week 2 lecture and Week 3 tutorial). The write up must include
citations for each variable, list all the measures included in the survey in an in-text table.
The look, feel and flow of the survey built in Qualtrics is important. Each section should be a
separate block, and within blocks page breaks should be used to minimise vertical scrolling. The
various options available in Qualtrics will be explored in tutorials which will allow you to ensure
your survey is optimal for maximising response rate and to generate high quality data. In your
write up, describe the way in which the survey has been designed (e.g., what question formats
have been selected, the use of question/answer type options, use of any skip or display logics, or
any other advanced features in Qualtrics).
A draft survey must be included with the first assignment (the research proposal). The survey
must include rating scale questions in a matrix table to measure attitudinal perceptions that may
be associated with loyalty towards the brand. Each attitudinal variable must be operationalised
using multiple item measures that are adapted from preexisting measures found in the academic
literature.
Submission Guidelines
The proposal should be delivered in the form of a professionally formatted written document of
no more than 2,000 words (tables/figures/survey appendix excluded).
You are encouraged to be creative with respect to stylistic elements such as typesetting, spacing,
alignment, colours, use of personal brand/agency branding etc. The document should ideally
resemble a professionally produced document (it should not look a high school essay!).
The proposal will be marked against the rubric (see attached to Turnitin submission link)