Business Research Project Part 5
Team A:
QNT/561 Applied Business Research and Statistics
May 12, 2013
Professor Craig Mack
Business Research Project Part 5
BlackBerry has been an industry leader in mobile telecommunications industry. However, in recent years that gap has narrowed. BlackBerry is interested in knowing the reasons behind consumers choosing more iPhone and Android phones and accessories. This research plan is a commitment to finding the reasons, through the use of surveying mobile device users. This research plan will further detail the questions of the survey, the sample chosen as well as how we will access them, the collection process as well as the format of the survey. Some challenges occur to validity and reliability testing. Reliability is proven when one respondent's answer to a given question can be echoed by different respondent's answer every time, and validity means that the proposed question is measured with a follow-up question. BlackBerry asks, for instance, “Would you look to BlackBerry for other products and services?” and if the answer is “yes,” the appropriate follow-up question to test for validity is “What other products and services would you consider from BlackBerry?”
Steps to Minimize Potential Challenges
To help avoid risks like possible errors or invalidated data, BlackBerry must be sure that their survey questions can be accurately measured. BlackBerry needs to follow this design process, to be sure that they have eliminated risks like errors in display:
Reconfirm and challenge the survey design
Make sure the survey is objective
Determine the questions that are necessary to get the information that they want
Consider how questions are worded
Consider possible question responses
Determine the best outline for the questions and the best order for them to appear
Test the survey repeatedly
BlackBerry can tell if they should make revisions by testing their survey repeatedly. If a...