MKTG2010: Conduct Data Analysis for a Marketing Manager - Management Assignment Help

Assignment Task:

TASK:

Report Purpose You have been asked to conduct data analysis for a Marketing Manager. An organisation has undertaken research and provided you with raw qualitative data (focus group transcript) and quantitative data (SPSS data file). The Marketing Manager has asked you to interpret both sources of data, and provide recommendations regarding the company's decision problem, and marketing research objectives (scenario posted on Blackboard). Description Using the two (2) data files provided on Blackboard, you are required to prepare a report that details both qualitative and quantitative analysis. Your report should include:

Qualitative Analysis

? Overall summary of the focus group discussion

? Identification and interpretation of two (2) key themes evident in the focus group discussion

? Verification of the interpretation of the key themes using secondary sources

? Data display showing the relationship between the key themes Quantitative Analysis

? Respondent Profile
? Frequencies and descriptive statistics

? Selection, justification, and performance of tests of difference

? Statistical and managerial interpretation of tests of difference

? Selection, justification, and performance of tests of association

? Statistical and managerial interpretation of tests of association

? Discussion of research findings

? Conclusions and Recommendations for Management\

? Appendices (SPSS Output) You should also ensure that your report is professionally written and presented, ready for presentation to your client.

A professional marketing research report has four objectives:
(1) To effectively communicate the findings of the marketing research project
(2) To provide interpretations of those findings in the form of sound and logical recommendations,
(3) To establish the credibility of the research project, and
(4) To serve as a future reference document for strategic or tactical decisions.

Redefined Research Questions
1. What associations do consumers hold with Ryan Reynolds and Dwayne Johnson?
2. What are consumer attitudes towards Ryan Reynolds and Dwayne Johnson?
3. Which celebrity is more familiar?
4. Which celebrity do consumers perceive to be a better fit with Rule 1 products?
5. How does perceptions of celebrity to product fit influence consumer intention to purchase Rule 1 proteins?
6. Is having an attractive endorser more important than having an endorser that fits the endorsed product?
7. Which celebrity do consumers think should endorse Rule 1 proteins?
8. How do consumer attitudes and behavioural intentions differ depending on a consumer’s demographic and psychographic profile?

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