SPSS marketing assignment, writing homework help

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Team Analysts should run the analysis on the survey data. Please note that that variable, Total Months Vacated, appears after the answers (fields) to Q1. You can only open this file in SPSS.

I attached zip file which contains sass file.

Report writers should write up the analysis for the Detailed Findings section, following the sections and examples in the document below. Please read carefully as there are examples for each section.

Remember: you only need to work on parts 7 and 8, the last two parts.


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Team Assignment 3: Analyzing the Data & Final Report FINAL REPORT Format entire document: Font 12, single spaced, w/regular default margins. 1. Cover page: Team number, team names, name of project, and date. 2. Executive summary: This should contain a short statement of the research objectives, the methodology, the findings, the conclusions, and the recommendations. Include key statistics in your summary. The key findings can be in bullet form (About 2 pages). Executive Summary Example The Hi-Text portable e-book reader is a compact electronic book device that allows students to download and read high quality e-textbooks. This product has the potential to transform the way that students study, as they will be able to leave traditional textbooks behind and take advantage of the features that a digital e-book reader offers. In order to determine whether there was a market for the device, we conducted secondary, qualitative, and quantitative research. Through this research, we were able to answer our research objectives. These objectives included: • • • • • • • • What are the current trends in the textbook industry? Who are our competitors? What is the textbook buying behavior of students? How likely would students be to purchase the e-book device? What features of the e-book do students prefer? What should the marketing mix of the e-book be? For students, what are the greatest advantages of the e-book? For students, what are the greatest disadvantages of the e-book? Quantitative research was conducted by administering a questionnaire to a sample of 524 CSUF students, and we analyzed the data that was obtained with SPSS software. Through our research, we were able to make several key findings: • In recent years, sales of used textbooks have increased dramatically; in 2014, sales rose 33 percent, and experts predict further sales growth in the future. • Sony, Amazon.com, and the Titan Bookstore are our main competitors. Each offers products that will be in direct competition with our e-book reader. • The vast majority of students purchase their textbooks on campus; 74.2 percent of survey participants stated that they bought their textbooks at the Titan Bookstore in the past semester. Also, students spend an average of $343.39 per semester on textbooks, and they buy 4.78 textbooks, on average, every semester. • When asked how likely they would be to purchase our e-book reader, the average answer of the respondents was 5.49 on a scale from 1 to 8 (1= very unlikely and 8= very likely). 22 percent of all respondents said that they would be “very likely” to purchase the product. • The most preferred feature among survey participants was long battery life; 60.7 percent of all participants said that this was an important feature, and its importance was rated 7.25 on a scale of 1 to 8. The second most preferred feature was the ability to take enotes, with 41 percent of respondents saying that it was most important. • Respondents indicated that they would be willing to pay an average of $185 for the ebook reader. Also, they preferred that we sell the product at the Titan Bookstore and online bookstores, as 41 percent and 15.9 percent of students, respectively, said that they would prefer to purchase the reader at these locations. 52 percent of students responded that promotional efforts for the product should be focused at the Titan Bookstore, and 39.2 percent said that advertisements should be located on the websites of online textbook retailers. • The greatest advantages of the e-book reader were its lower price and lighter weight relative to traditional textbooks. 63.8 percent of all respondents said that affordable ebooks were the primary advantage of the product, while 62.3 percent said that the lightweight design was its greatest advantage. • Most students were concerned about the reader’s technology failing while they are using it; 60.1 percent of all survey participants said that the reader’s main disadvantage was its lack of reliability. Also, 44.9 percent of students were concerned about short battery life, and 38.3 percent worried that it would make studying more difficult. When asked how likely they would be to purchase the product (on a scale from 1 to 8), respondents answered with an average of 5.49. This positive response has led us to recommend that the reader be launched. Each unit should be priced at around $185, as this is the level at which students said they would be willing to purchase the product. It should feature a long battery life and the ability to take e-notes, and it should be sold at the Titan Bookstore and through online book retailers. Lastly, we recommend that the advertising message be focused on the idea that the e-book reader offers students an affordable, easy to use alternative to traditional textbooks. 3. Introduction & Marketing Problem: In this section you talk about the background to the problem. You can use the Introduction of the Research Proposal but put parts in past tense (i.e., the research is already done). 4. Research Objectives/Questions: This should include a full list of your research objectives. It can be taken straight from the Research Proposal. Please keep the numbers of the objectives, similarly to the Research Objectives (1 page). 5. Methodology: In this section, you are discussing the methodology that pertains to the objectives. This can also be taken from the Research Proposal but it should be in past tense and you must add in how you analyzed the data. Methodology Example Quantitative research consisted of a face-to-face survey. This methodology was chosen because it is quick, easy, and allowed us to quantify answers to key research objectives. This methodology was applied to Research Objectives 1, 2, 3, 4, 5, 6 and 7. SPSS was used to analyze the data, where cross-tabs, frequencies, means and ANOVAs were run to answer the objectives. 6. Sample: This is who was researched for the survey. You can find the planned sample in the research proposal. To determine who was actually sampled, you need to run some stats on the dataset. Sample Example Quantitative Research: A convenience sample was chosen because it is fast and easy. Because we wanted to capture current behavior respondents in the quantitative research were required to have bought or rented a textbook in the last six months. The sample consisted of 560 respondents. Fifty-three percent were male and 47% were female. Eight percent of the sample was between the ages of 20-23 and spent (on average) $312 on textbooks in the past semester. 7. Detailed Findings: This is the heart of your report. In this section, you should discuss your findings in detail for each research objective/question. -Each objective is answered in this section -You must support all your quantitative findings with statistics (i.e. percentages and frequencies etc.). -All key points must be in tabular form (If you quote a number, you should have a table that you reference). -Tables should be embedded in the text -Try to tell a story by linking together the different points Layout: Findings should be organized by research objective/question. Please list, number and underline each objective – and below it, discuss the findings that pertain to the respective objective. Detailed Findings Example Objective 7: How likely would students be to purchase the e-book device? When asked how likely they would be to purchase the e-book device, the respondents' average answer was 5.49 on a scale from 1 to 8 (1= Very unlikely, 8= Very likely). Also, 72.9% of respondents answered on the higher end of this scale (a 5, 6, 7, or 8), and 22.2% said that they would be “very likely” to buy the e-book reader. Since the responses were more positive, we have concluded that students would be likely to purchase the product. Likelihood of buying e-book device N Minimum Maximum Mean Std. Deviation Skewness Statistic Statistic Statistic Statistic Statistic Statistic Std. Error likely to buy reader 522 .00 8.00 5.4923 2.17315 -.693 .107 Valid N (listwise) 522 likely to buy reader Valid .00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 Total Frequency 2 40 26 40 33 73 114 78 116 522 Percent .4 7.7 5.0 7.7 6.3 14.0 21.8 14.9 22.2 100.0 Valid Percent .4 7.7 5.0 7.7 6.3 14.0 21.8 14.9 22.2 100.0 Cumulative Percent .4 8.0 13.0 20.7 27.0 41.0 62.8 77.8 100.0 8.Conclusions and Recommendations: In this section, you should make some general conclusions. This should not be a re-hash of previous sections. It should take a big picture view. You are answering the main research objectives and you should offer some marketing recommendations, including segmentation and positioning (Approximately 2 pages). Requirement: You are required to: -Submit an e-copy of your paper via Titanium -Due Date: Tuesday, 6/16 @ 10:00 AM
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Explanation & Answer

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Figure 1.

Students who pack and vacate the dorms

48.5%

51.5%

Yes

No

From figure 1 above it can be seen that 51.5% of the of the 303 students who participated packed
and vacated the dorms.

Table 1:
TotalMonthsVacated

Valid

3.00

Frequency
94

Percent
31.0

Valid Percent
31.0

Cumulative Percent
31.0

4.00

76

25.1

25.1

56.1

1.00

38

12.5

12.5

68.6

2.00

36

11.9

11.9

80.5

5.00

29

9.6

9.6

90.1

6.00

20

6.6

6.6

96.7

7.00

6

2.0

2.0

98.7

.00

1

.3

.3

99.0

8.00

1

.3

.3

99.3

9.00

1

.3

.3

99.7

11.00

1

.3

.3

100.0

303

100.0

100.0

Total

From the table above a third (31%) of the students interviewed said that they vacated their dorms
for a period of 3 months. While 25.1% said, they vacated their dorms for 4 months,12.5% for a
month,2% for 2 months. From the results, we can see that at least 80.5% of the students vacated
their rooms between a period of 1 month to 4 months in a year.
Table 2: Types of items stored
Responses
Types of items packed and
stored

N
289

Percent
12.4%

Percent of
Cases
95.4%

Pack Rugs

76

3.3%

25.1%

Pack Bicycle

52

2.2%

17.2%

Pack Lamps

160

6.9%

52.8%

Pack Home accessories (bowls, vases,

171

7.4%

56.4%

139

6.0%

45.9%

61

2.6%

20.1%

Pack Computer/Technology

283

12.2%

93.4%

Pack TV/ Stereo

197

8.5%

65.0%

18

.8%

5.9%

Pack Linens

231

9.9%

76.2%

Pack Picture, Posters, Mirror

212

9.1%

70.0%

Pack Books & School Stuff

254

10.9%

83.8%

Pack Appliances

155

6.7%

51.2%

24

1.0%

7.9%

2322

100.0%

766.3%

Pack Clothes

etc.)
Pack Kitchenware
Pack Furniture

Pack Window Coverings

Pack Other
Total

From table 2 above about the type of items stored, the items that were stored by most students
were Clothes (95.4%), Lamps (52.8%), Home accessories (56.4%), Computer/Technology stuff
(93.4%),TV/ Stereo (65%),Linens(76.2%),Pictures, posters, Mirror(70%) and Books& School
stuff(83.8%).

Table 3: How college dorm students currently pack and store their possessions

Satisfaction - Current
Method

Total

Method used when last
moved

Total

Total
Column N
Count
%
156
100%

Mean
6.47

Storage unit myself

2

1%

3.50

Storage unit w/friends

7

4%

6.29

10

6%

6.30

5

3%

5.40

112

72%

6.62

Stored at friend's home

10

6%

5.90

Stored using a company

1

1%

7.00

Other methods

9

6%

6.78

Stored at university for free
Stored at university for a
fee
Stored at (parent's) home

From table 3 above its clear that majority of the students do store their possessions at (parent’s)
home (72%) with very few who rented a storage unit to store their possessions and those who
used a company to store all at only 1%. The least satisfied students are those who hired a storage
unit by themselves to store the possessions at a satisfaction score of only 3.5. The students who
stored their possessions using a company were the most satisfied with the method with a
satisfaction score of 7. The majority students who stored their possessions at their parent’s home
had a satisfaction score of 6.62 which means they are slightly satisfied with the current method.

Table 4
How likely to use USSS?

Valid

8.00

Frequency
22

Percent
7.3

Valid Percent
7.3

Cumulative Percent
7.3

7.00

19

6.3

6.3

13.5

6.00

55

18.2

18.2

31.7

5.00

42

13.9

13.9

45.5

4.00

28

9.2

9.2

54.8

3.00

41

13.5

13.5

68.3

2.00

35

11.6

11.6

79.9

1.00

61

20.1

20.1

100.0

Total

303

100.0

100.0

From table 4 the total percentage of the people who were likely to use USSS that is the people
who rated 5 and above is 45.5%.
Table 5: Why would college dorm students use this program
Responses
main reasons that you would use the Student
Summer Storage Program?

Use - No Hauling Boxes

N
222

Percent
28.8%

Percent of
Cases
73.8%

Use - Secure Belongings

107

13.9%

35.5%

Use - Insurance

70

9.1%

23.3%

Use - Belongings Less
Damaged

89

11.6%

29.6%

182

23.6%

60.5%

74

9.6%

24.6%

Use - Easy
Use - Value for Money
Use...


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