MKTG2010 - Individual Data Analysis Report - Marketing Manager - Raw Qualitative Data - Quantitative Data - Marketing Research Report Writing Assignment Help

MKTG2010: Individual Data Analysis Report Marketing Research Report Writing Assignment Help

Assignment Task:

You have been asked to prepare a marketing research report for a Marketing Manager. An organization 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. Using the two data files provided on Blackboard you are required to prepare a report that details both qualitative and quantitative analysis.

Reality Television

You have been asked to prepare a report for the Marketing Manager of the television production company, NBN. The company has undertaken research to examine consumer’s attitudes towards reality television. You have access to the raw project data which includes:

1. A focus group transcript produced from an online focus group. Please note that the transcript has been provided verbatim and may contain spelling and grammatical errors.

2. An SPSS data file comprising data collected from 300 participants using the questionnaire below.

The Marketing Manager has asked you to interpret both the qualitative and quantitative data, and provide recommendations regarding the company’s Decision Maker’s Purpose, Marketing Research Problem and Marketing Research Objectives.

Marketing Research Objectives

1. To explore consumer attitudes towards reality television.

2. To understand the characteristics of reality television that are important to consumers.

3. To determine if there is a relationship between connecting with participants on reality TV shows and enjoying watching reality TV shows.

4. To compare the enjoyment of watching reality TV shows between males and females.

5. To identify if there is a relationship between age and preferred reality TV show.

6. To determine the relationship between enjoyment of reality TV shows and the depiction of real life within a reality TV show.

7. To compare the importance of having attractive participants against depicting real-life behaviors.

8. To compare the importance of having attractive participants between people who are under 18, 18-25, 26-35, and 36+ years old.

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