spss(data analysis)

Mathematics

Central Michigan University

Question Description

I have received an assignment that requires me to analyse the results of a survey and then translate the finds into a coherent marketing communication strategy for a local tourist attraction.

The survey needs to be analysed in SPSS, however, I received feedback on my first draft version and realised that I have no idea how to use the software. Because I am busy with my thesis and this is a re-sit class I simply don't have the time to delve into it.
I am therefore hoping that you could take a look at the survey questions and how to analyse and best display the results. Then I can continue with the rest of the report (elements such as the introduction, situation analysis, and the actual communication strategy).

Details of the assignment.

+The report is in English but the survey was administered in Dutch. The questions, therefore, need to be translated into English before being used in the report. (I can translate them, but I don't know how to change them in SPSS.)

+The survey questions are a mix of nominal, open-ended questions, and scales.

+There are 8 research questions in the assignment.


I can supply the assignment document, the SPSS data file, the original survey (with a separate translation of the questionnaire), and the first draft with the teacher's feedback.

Budget wise, because I am not sure how much work is involved so I am not sure what amount I should be thinking of.
But I am willing to go above the quote of 4.25euros.
Please get back to me with a quote and an estimate of how long it might take.

Kind regards,
Carla Grevenitz.


Note:
-Regarding what I have done so far to answer the questions if you think it is not right or would be better depicted in a different way, then please feel free to delete and/or change it!

-If it is not too much trouble, it would be nice if it was in British English but it is not at all a problem if you prefer American English.

Requirements: analysis

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Project description The assignment provider commissioning this research is Zuid-Limburgse Stoomtrein Maatschappij (ZLSM). ZLSM, which was founded in 1988, is mainly famous for running a tourist attraction called “de Miljoenenlijn”, which is a ride on a steam train on a railway track that runs between Valkenburg aan de Geul and Kerkrade (see picture below). In addition, ZLSM is involved in organizing events at its main station in Simpelveld. Annually, ZLSM generates approximately € 400.000 in revenue. Furthermore, de Miljoenenlijn has received numerous awards (e.g., from the ANWB) for being one of Limburg’s best tourist attractions. Mission and vision On its web site (www.zlsm.nl), ZLSM describes its mission as the preservation of Limburg’s cultural railway heritage for current and future generations. More specifically, four goals are distinguished: 1. preserving (part of) the first cross-border railroad of the Netherlands (Schin op Geul Simpelveld - Vetschau (G)); 2. preserving (part of) the Miljoenenlijn (Simpelveld - Kerkrade); 3. preserving monumental buildings to be found along the railway, such as the first border station in the Netherlands, classic security, water tower, turntable and signal boxes; 4. preserving and stimulating special nature around the railway (23 hectares). The realization of these goals is pursued through the exploitation of a tourist train service on the aforementioned routes with historical material. This service is run exclusively by volunteers. According to its vision, ZLSM allows its visitors to experience an important aspect of regional cultural and industrial heritage. By stimulating the five senses, ZLSM contributes to the recall of memories by the elderly, the cultural awareness of adults and the educational development of children. In addition, ZLSM contributes to the economic development of the Heuvelland and Parkstad regions by being a "connecting link" to transport visitors in a nostalgic way from and to the adjacent tourist attractions, including the town of Simpelveld. Marketing and branding In the beginning of 2018, ZLSM launched a new marketing strategy, which is described in the document Meerjarenplan Marketing 2018 – 2023 (which will be provided at the start of the project). This was deemed necessary because the previous marketing plan, which had run from 2013 to 2017, had not delivered the desired results. The new marketing strategy has three main goals: 1. Developing and improving the product offered by ZLSM and making it more attractive. This will be done by focusing more on the museum function of the main station in Simpelveld, by enhancing the experience of visitors at the station and by cooperating with other tourist attractions along the railway track. 2. Increasing the brand awareness and perceived attractiveness of ZLSM, so that more people will be interested in visiting. This will be done by improving the web site and playing an active role on different social media, such as Facebook, Instagram, Twitter and YouTube. 3. Ensuring that the increasing operational costs of running the train service are covered by the revenues. This will be done by increasing the price of day tickets from € 12,50 to € 15,00. Another important decision that had to be made in the context of the new marketing strategy was related to the brand name. In the past, the names ZLSM and Miljoenenlijn had been used interchangeably, which may have led to some confusion among (potential) visitors. From now on, however, the product will be branded as Miljoenenlijn – preserved by ZLSM. Problem statement In the context of the new marketing and branding strategy, it is useful for ZLSM to gain insight into its current brand awareness, image and perceived attractiveness. Furthermore, knowing which attributes people value when selecting destination for a day trip will help ZLSM in better tailoring its product to the needs of potential visitors. Therefore, the first objective of the current project is to gain insight into the brand awareness and image of the Miljoenenlijn and its attractiveness among inhabitants of Dutch Limburg. This objective can be achieved by analyzing survey data that have been gathered in 2018, and which will be made available as soon as the project starts. The second objective is to translate the findings of this research (as well as other information that will be gathered through desk research) into a marketing communication plan for ZLSM. Ultimately, you are expected to deliver a Marketing Communication Plan that also includes a detailed description of the survey research and its results. The proposed structure is as follows: Title Page Abstract 1. Introduction 2. Situation Analysis (internal & external) a. 5C (Company, customers, competitors, collaborators, context) b. Problem Statement / Problem and Consequences 3. Target Group Analysis a. Analysis of research data b. Target group selection c. Target group description 4. Communication Objectives 5. Strategy 6. Instruments 7. Planning 8. Budget A short explanation of the different parts of the communication plan can be found below. Abstract A ‘summary’ of your report. Keep in mind that you do not need to give a short summary of every chapter and what you’ve done, no, you write this for your client. So do not forget to include the actual results/recommendations as well! Introduction Introduction to the assignment and your communication plan. Situation Analysis A way to perform the Situation Analysis is by using the 5 C’s. Both internal (first 4 C’s) and external analysis (last C). • Company: you need to know the image of the company/brand; their culture, goals, etc. Look at the current situation. You need this in order to come up with new (better!) ideas as well. • Customers: look at the market for your product. See if you can find information about e.g. the market size, already existing different segments, benefits, the retail channel, current consumer information sources, etc. • Competitors: find information about competitors of the ‘product’! What kind of segments do they target, what’s their image, what are their products’ features, who are their customers, what are their market shares, the prices of their product/service, etc. You can use this information to decide on your own target group, product features, etc.. • Collaborators: if you know a company that could benefit your product’s success; always explain why this company would want to work with you (how do they benefit from the collaboration?). • Context: what factors/developments/trends could positively or negatively influence your product’s success? Look at the different PESTEL factors (in Dutch: DE STEP). Keep in mind: this is not a complete description of the 5 C's. Depending on the focus of the marketing communication plan, different elements can be more or less important. Creativity is an important factor in writing a good situation analysis. Also important: you can include other relevant information for your situation analysis, according to your assignment. The 5C approach is by far not the only way to conduct a situation analysis. You can also use the SA information from the CTP course in year 2. Target Group Analysis In this section, you need to report the methodology and results of the survey research. On the basis of the survey data, you need to answer the following questions, clustered around three topics: 1. Awareness and image a. To what extent do inhabitants of Dutch Limburg know the Miljoenenlijn and/or ZLSM? b. What is the general image of the Miljoenenlijn among inhabitants of Dutch Limburg? c. Which media can be used to enhance the brand awareness and image of the Miljoenenlijn among inhabitants of Dutch Limburg? 2. Desired attributes for day trips a. Which criteria do inhabitants of Dutch Limburg apply when selecting a destination for a day trip? b. Which attributes do inhabitants of Dutch Limburg find most important when selecting a destination for a day trip? 3. Attractiveness and willingness to visit a. To what extent do inhabitants of Dutch Limburg consider the Miljoenenlijn an attractive place to visit? b. To what extent are inhabitants of Dutch Limburg willing to visit the Miljoenenlijn? c. Which (socio-demographic) subgroups within this population are interested most in a visit to the Miljoenenlijn? Based on the answers to these questions, you can select the most promising marketing communication target group and describe their wants & needs. In doing this, you can use all kind of descriptive methods, use proper segmentation, what is the size of your target market? Etcetera. Once again: also look back at the Target Group Analysis you did for CTP. Objectives Three different types of objectives: knowledge/attitude/behaviour. Objectives need to be SMART. Strategy What kind of strategy will you use? Why exactly this? Make sure you relate/link this to your Target Group and Objectives as well! And always explain/motivate your choices (you should do this for every chapter/decision throughout the MCPL). Elements that you can include in your Strategy are: • Factual/Emotional • Main message • Mass communication/interpersonal communication • Spokesperson? Yes/No? If Yes → Who? • Timing? Instruments What are the instruments that suit your strategy best? Give details, be precise! Explain! Planning When will you use what instrument? Budget Be realistic. Miljoenenlijn – preserved by ZLSM Research Report and Marketing Communication Plan Carla Grevenitz [Date] [Course title] Contents Abstract ................................................................................................................................................... 2 Introduction ............................................................................................................................................ 3 Situation Analysis .................................................................................................................................... 4 The Miljoenenlijn – Company & Customers ....................................................................................... 4 Competitors & Collaborators .............................................................................................................. 4 Context ................................................................................................................................................ 5 Target Group Analysis ............................................................................................................................. 6 Awareness and image ......................................................................................................................... 6 Desired attributes for day trips ......................................................................................................... 10 Attractiveness and willingness to visit .............................................................................................. 11 Resulting target group ...................................................................................................................... 12 Communication Objectives ................................................................................................................... 13 Strategy ................................................................................................................................................. 14 Instruments ........................................................................................................................................... 15 Planning ................................................................................................................................................ 16 Budget ................................................................................................................................................... 17 Abstract Introduction Situated in the south of the Dutch province Limburg lies the idyllic village of Simpelveld, host to the historic first border crossing railway in the Netherlands. The tourist attraction, which has been nominated for the ANWB’s ‘Leukste uitje van Limburg’ award on several occasions, has been maintained by the volunteer organisation ZLSM (Zuid-Limburgse Stoomtrein Maatschappij) since the inaugural trip in April 1995. In 2018 a new marketing strategy (Meerjarenplan: “ZLSM richting 2023”) was developed as result of underwhelming results to the previous approach. The Meerjarenplan states intentions for the improvement of the museum and restaurant at the Simpelveld station, incorporating the workplace/depot While the document describes the company’s plans for the coming years regarding the desire to improve the overall cohesiveness of a day out at the Miljoenenlijn, it does not include a detailed description of who visitors to the Miljoenenlijn are, or what they look for in an activity. Nor does it include a marketing communication plan describing how potential visitors are interacted with. It is therefore that this research will look at which market segments are most relevant for ZLSM to focus their attention on, and in what ways. As such the following questions have been developed to give ZLSM better insights into their brand awareness, image, and attractiveness as a day trip. Awareness and image 1. To what extent do inhabitants of Dutch Limburg know the Miljoenenlijn and/or ZLSM? 2. What is the general image of the Miljoenenlijn among inhabitants of Dutch Limburg? 3. Which media can be used to enhance the brand awareness and image of the Miljoenenlijn among inhabitants of Dutch Limburg? Desired attributes for day trips 4. Which criteria do inhabitants of Dutch Limburg apply when selecting a destination for a day trip? 5. Which attributes do inhabitants of Dutch Limburg find most important when selecting a destination for a day trip? Attractiveness and willingness to visit 6. To what extent do inhabitants of Dutch Limburg consider the Miljoenenlijn an attractive place to visit? 7. To what extent are inhabitants of Dutch Limburg willing to visit the Miljoenenlijn? 8. Which (socio-demographic) subgroups within this population are interested most in a visit to the Miljoenenlijn? Situation Analysis The Miljoenenlijn – Company & Customers The ZLSM was established in 1988 with a specific purpose: to preserve the historic train line between Simpelveld and Kerkrade dubbed the Miljoenenlijn, and operate a touristic train service with traditional equipment. They are responsible for the restauration and maintenance of a collection of original locomotives and carriages, the train tracks, significant buildings along the way, and about 70ha of land surrounding the tracks some of which is home to unique flora and fauna. In their Meerjarenplan Marketing 2018 – 2023, ZLSM describes the Miljoenenlijn as the ‘Iron Backbone’ of South-Limburg’s tourist infrastructure (Stikkelbroek et. al., 2018, p. 31). The line offers a link between a number of attractions in the region including picturesque villages in the SouthLimburg landscape, touristic towns Valkenburg and Simpelveld, and Parkstad. These are areas rich in history and culturally significant sights and ZLSM is keen to highlight and exploit this. The line attracts roughly 45 000 visitors per year who make over 100 000 trips collectively with a range of options for day trippers. This includes other activities such as combined train-hiking packages to visit local points of interest, a museum and restaurant in the old Simpelveld station building, dining-car arrangements, and several different tracks exploring the retracing the historic links between Simpelveld, Kerkrade and the German town of Vetschau. This encompasses many 250 volunteers Also events such as the Christmas express, No single tickets Currently the ZLSM social media accounts are active with frequent postings. But are often rather general in the sense that they tick the boxes of platform appropriate content. But the story of the Miljoenenlijn is much more than just restored trains and pretty vistas. More linking between the content on the website (news updates) and social media channels. Stapje terug moeten ze nemen. Verhaal vertekllen niet aan de kindedn maar aan de ouders. Test noorwegen- trein 24/7 online. Mee tijden met de trein. Seizoenen meemaken in de trein. Opnamen maken en afspelen. Ritje ‘efteling’ Competitors & Collaborators ZLSM is the only such rail line in the south of the Netherlands, although there are other comparable organisations operating throughout the rest of the country. These include the Veluwse Stoomtrein Maatschappij, Stoomtrein Katwijk Leiden, Stoomtrein Goes-Borsele, and Museumspoorlijn STAR in Groningen. These organisations offer comparable activities to the Miljoenenlijn such as onboard dining experiences, private hire, and most are either part of a larger museum setup or have associations with museums and other attractions in the vicinity. They also give insights into the history and culture of their respective regions. Some of these comparable organisations also offers additional services that might be feasible for ZLSM to copy, most notably these included options for children to help the conductor with his duties, courses for adults to learn how to operate a steam train, and the possibility to spend a night onboard a restored carriage. As stipulated in their 2018 – 2023 strategy, ZLSM is looking to expand its partnerships with other attractions in the region. With this in mind, efforts are being made to connect the Miljoenenlijn with Gaia Zoo and Schacht Nulland (an old coal mine turned museum). While this is a solid foundation there are yet many opportunities for other partnerships. While the city of Heerlen also offers a variety of attractions such as the Roman Bathhouse, the Mijnmuseum, and the Schunk museum. to name just a few Existing collaborations exist between ZLSM and various hospitality the Simpelveld council to expand the scope of attractions surrounding the station, there are also combination tickets available for the Miljoenenlijn and Continium Discovery Centre as well as Columbus Earth Centre, both located in Kerkrade. A further agreement has been made with Arriva to promote the Miljoenenlijn and increase awareness by decorating one of their train carriages in the theme off the historic train line. dat kamp ding die helps onderhouden van de natuur rond het spoor Context Changing tourist scenes in Zuid-Limburg – Kerkrade and Simpelveld are both making steps towards improving theier facilities. Also Valkenburg is strongly positioning itself as the accommodation location for the region. Although the Miljoenenlijn has been operational for almost three decades, it is now more than ever important ZLSM to continue to attract positive attention. The social restrictions imposed in response to the Covid pandemic have meant that for the most part of 2020 ZLSM has had to close its doors to the public. While this will have undoubtedly resulted in a loss of revenue it has not halted other operations being carried out, such as locomotive maintenance and the restoration of a recently acquired railway turntable. Active outdoor activities have also become more popular as an effect of the lockdowns. If this trend remains once the situation has normalised somewhat, this could present possibilities for ZLSM considering they are responsible for maintaining a large portion of the surrounding landscape. Target Group Analysis In 2018, 115 participants took part in a survey investigating the brand awareness and image of the Miljoenenlijn as a tourist attraction. The survey not only asked participants about their attitudes towards the Miljoenenlijn, ZLSM, and the region of Zuid-Limburg, but also about their desired options for day-trips and their preferred communication methods. It is ...
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