The Queensland Department of Local Government, Planning, Sport and Recreation (DLGPSR) has been launching a campaign, Women in the Smart State Directions Statement 2003-2008, from the end of 2003 to the present. The reason why the state government plans to do for Queensland women is that most of them experience inequity, under-representation and need. Moreover, the government would like to improve the difficult situation and ensure that women are equipped to meet the existing challenges.
Therefore, the Women in the Smart State Directions Statement 2003-2008 sets out to improve Queensland women’s capacity to: improve women’s health and wellbeing; promote opportunities to help women balance their work, family and lifestyle; improve women’s capacity to achieve economic security; enhance women’s safety; and increase women’s participation in leadership, decision-making and community building.Up to now, the campaign has been implemented for more than three years. During the implementation process the state government once has done the first report and measured key performance indicators for each of the initiatives outlined in the Direction Statement on an annual basis. The measurement of effectiveness of this campaign is essential for the government to lead and monitor the progress in achieving its goal for women in the Smart State. For this reason, DLGPSR tends to search for a qualified and experienced agency to develop a proper methodology and collect data for evaluating the effect of the Women in the Smart State Directions Statement 2003-2008.1.2 Managerial Problem Statement In terms of this case, the Queensland Government would like to advance Queenslanders to balance work, family and lifestyle; therefore, DLGPSR launched a campaign on 27 November 2003, especially for women.
In addition, the state government plans to report on progress in implementing the Directions Statement every two years. It is said that the state government needs to evaluate the effectiveness of the campaign, and the major problem the government might face is whether or not it should persist in executing the campaign. Therefore, the management decision problem would be identified as follow: should the Queensland Government continue with the “Women in the smart State Directions Statement 2003-2008” into the future or for the next five years?1.3 Research Problem Statement In terms of this case, the managerial problem for the state government is to decide whether it should continue to implement the campaign while the campaign is in the process of execution. As a result, the broad statement of the marketing research problem is defined as follow: Determine the suitable methodology for collecting data from a representative sample of the Queensland female population in order to evaluate the impacts of the Women in the Smart State Directions Statement 2003-2008.It is said that in order to reduce the possibility of making an improper strategic decision, the government has to collect appropriate data from a representative sample of the Queensland female population. For this reason, this research would need to provide information with more specific components on the following questions:Descriptive research designs have come to be viewed as the different survey research methods for collecting quantitative primary data from large groups of people via the question/answer protocol process (Bush et al, 2003, p.
255).The data collection procedure emphasizes that the respondents will be asked sets of standardized, structured questions about what they feel, think and do. When it comes to this case, compute-assisted telephone interviewing (CATI), one of quantitative survey methods, would be adapted to collect quantitative data. The advantages of this data collection method are that the interviewing time is reduced, data quality is enhanced, and the difficult steps in the data-collection process, coding questionnaires and entering the data into the computer, are reduced (Malhotra et al, 2006, p.
254).3. SAMPLING 3.1 Sampling design process The sampling design process consists of five steps which are: (1) Define the target population; (2) Determine the sampling frame; (3) Select sampling technique; (4) Determine the sample size; and (5) Execute the sampling process. 3.
1.1 Define the target population The target population contains four parts that has to be mentioned. According to this case, the five goals of Queensland Government’s campaign are to improve the awkward situation of women such as under-representation, inequity and need. In addition, the Direction Statement involves three different age groups, young women, women and aged women. In brief, the target population should be qualifies as follow:Queensland women aged over 14.
2. Queensland women who have been living in Queensland at least 4 years. Moreover, the sampling unit is consider to be the household telephone numbers in that the interview would be conducted by the telephone. Also, the survey will be implemented only in Queensland for two months.
For this reason, the extent is Queensland and the time is one month. 3.1.2 Determine the sampling frame Sampling frame: Computer program for randomly and efficiently generating telephone number.
Select sampling technique In terms of sampling technique non-probability sampling is not suitable to use in that non-probability samples may produce good estimates of the population characteristics. Nevertheless, they do not allow for objective evaluation of the precision of sample result. Furthermore, since there is no way of determining the probability of choosing any particular element for inclusion in the sample, the estimates obtained are not statistically projected to the population (Malhotra et al, 2006, p.367).
In comparison with non-probability sampling, probability sampling, sampling units are selected by chance. Moreover, it is possible to pre-specify every potential sample of a given size which could be drawn from the population, and the probability of choosing each sample. For this reason, the researcher could make inferences or projections about the target population from which the sample was drawn (Malhotra et al, 2006, p.
367).Proportionate stratified sampling with two-step process, one of probability techniques, will be conducted for this case. The population is divided into subpopulations or strata, and every population element should be assigned to only one stratum no population elements should be neglected. Next, elements are chosen from each stratum by a random procedure, and SRS will be adopted to implement (Malhotra et al, 2006, p.374). In addition, the elements within a stratum should be as homogeneous as possible; however, the elements in different strata should be as heterogeneous as possible (Malhotra et al, 2006, p.374).
In practice, the target population will be divided into three stratums, which are women aged 14 to 17 (including 14 years old), women aged 18 to 59 and women aged over 60. The reason to divide the target population into three age groups is that the government has been launching various campaigns for them. Therefore, most of them could answer the questions.
According to the projected population by age, Queensland, 2006 to 2051, in Queensland the ratio of women aged 14 to 17 to women over 60 is about 1:2, and the ratio of women aged 18 to 59 to women over 60 is around 7:2. The table below provides the information to easily understand the sampling technique, proportionate stratified sampling, in terms of this case.