Marketing Research

Assignment Question You are the media analyst for Healthy, a free magazine distributed to all members of the Luke Community Health Centre (LCHC). In 2016, the club has a total of 500 members. The first issue of Healthy magazine was launched in January 2017 and is distributed on a quarterly basis to all registered LCHC members. The magazine relies on revenue generated through sponsorship and advertising. Small local advertisers (such as Leicester Spa, Jenny Organic Supermarket etc.) grace the first issue of Healthy (Jan-April 2017). These advertisers are keen to gauge the level of brand awareness their advertising has generated among LCHC members. This will enable the advertisers to decide whether or not Healthy Magazine is a strategic media platform for future advertising. As the media analyst of Healthy, you are asked to design a quantitative survey to measure the advertising effectiveness of products/services advertised in the first issue of Healthy. Mark Stuart, the editor-in-chief of Healthy is keen to survey all members currently registered with LCHC. For him, a census will ensure that the data collected is representative of the LCHC population. You are asked to write a report proposing whether this survey should be conducted through a census or a sample