Explain your sampling approach and justify why you chose that approach.

RESEARCH METHODS FOR MARKETERS
YOU WILL NEED TO READ THE FULL INSTRUCTION ON THE MsWORD DOCUMENT UPLOADED

Case Study:
Alcohol Awareness in the UK
You have been recruited as a local experienced researcher by the No Alcohol Institute, a research organisation sponsored and funded by the UK Government. The purpose is to carry out a study of awareness, perceptions and attitudes towards alcohol among university postgraduate students in London. The No Alcohol Institute wishes to develop an awareness programme among postgraduate university students in London during January 2022 of the health risks arising from excessive alcohol intake. The aim of this programme is to not only raise awareness of alcohol as a potential health threat, but to also educate postgraduate students on how to adopt a healthier and alcohol-free lifestyle. Before launching that programme, they want you to get data for them on the following:
IMPORTANT BULLET POINTS TO USE FOR ANSWERING THE QUESTIONS
1. The wider background situation of alcohol consumption and alcohol related issues in the UK.
2. Current trends in student drinking and alcohol-related behaviours in the UK.
3. Understand some of the current behaviour and lifestyle trends and how that links to the alcohol misuse of young people in the age range 19 to 24.
And Also:
4. Attitudes of current postgraduate students in the age range 19-24 to drinking alcohol and managing alcohol intake.
5. The level of knowledge/awareness of postgraduate students of the health risks associated with excessive alcohol consumption.
6. Student perceptions of their own drinking habits and that of family members or friends, including any financial implications.
You are asked to prepare a research plan to address the No Alcohol Institutes requirements (bullet-points shown above). In this plan, they expect you to undertake exploratory secondary research, and design a research instrument for primary data collection (questionnaire), for a sample of University students in London.
RESEARCH TASK
You will need to consider what exploratory secondary research would be useful here and how it might contribute to the later part of the study the design of the questionnaire (quantitative survey). For the primary research, you will need to comment on sampling and respondent choice, on the research method taken (quantitative survey-questionnaire) and the specific insights that the proposed research can offer. Some consideration of the dimensions (issues) that the research would focus on is also important, and how the data generated could be of value to the No Alcohol Institute.
PREPARATION
As preparation, you need to consider the task, do some background reading on the context (secondary research) and prepare ideas on the key areas noted in the task. Preliminary secondary research is needed so that you understand the patterns of alcohol consumption in the UK, some of the current behaviour and lifestyle trends and how that links to the health/financial issues of young people in the age range 19 to 24. Your secondary data collection and analysis should focus on addressing bullet-points 1, 2 and 3 ONLY.
Also, you are expected to demonstrate knowledge of the required research design, to be able to explain different parts of the research process logically and to illustrate all those elements in a relevant way in this case. Some reference to key authors is advised when considering sampling method, approach to data collection and potential data analysis.

NB No Alcohol Institute is an entirely fictitious organisation invented solely for the purposes of this case study.
EACH QUESTION IS COMPULSORY – YOU MUST ANSWER BOTH QUESTIONS
You are expected to offer focused arguments that show knowledge of the research methods involved, and that distinguish different stages of the research process appropriately.
QUESTION 1
i. Referring to secondary sources on awareness and the consequences of alcohol misuse, discuss the key data patterns that you have identified during your preparation (secondary data collection) and you think would be important to help the No Alcohol Institute take decisions and implement their plan. Illustrate by referring to specific examples of useful data.
ii. You are also required to comment on the usefulness/relevance and reliability of the sources you identified.
(50 marks)

QUESTION 2
i. Develop a short QUESTIONNAIRE for a QUANTITATIVE survey. Write SIX to NINE questions in total (two or three questions, for each one of the 4,5 and 6 bullet-points as seen in page two). Please note, that you SHOULD NOT collect ANY DATA.

ii. Give a brief outline of how you plan to collect the data (also, where and when). Explain your sampling approach and justify why you chose that approach. Identify how the data you would collect can help the No Alcohol Institute.
(50 marks)

YOU WILL NOW NEED TO READ THE FULL INSTRUCTION ON THE MsWORD DOCUMENT UPLOADED FOR THIS ORDER.

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