Analyse data through SPSS

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I'm doing a market research report. I need some helps on data analysis and discussion part. Please see attachments for specific requirements, raw data, research process, and format. Please note: required to use SPSS to analyse data.

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Secondary Research / Literature Review Establishes what we currently know and identifies what we do not know about the problem (i.e. research gap). • Clearly and concisely summarises the literature by explaining the current level of knowledge (with an extensive list of references), • Identifies a clear research gap in the existing literature Results Transforms data into information. • Conducts a range of appropriate descriptive and inferential statistical analysis, • Presents findings in an organised and appropriate manner. Discussion and Implications Discusses the results of the research in context: How do the results relate to the previous research? What do the results mean for the company? • Demonstrates an insightful link between secondary research, research problem, and primary research • Implications for client are discussed. Background information is in the Milestone 1 ppt and data analysis process is in the milestone 3 doc. No need to follow exactly the milestone 3, just do the appropriate analysis for the report. Include relatively short summary tables or graphic aids in the body and reserve the SPSS output in the appendix. Objective 1: Which broadcast medium is most impactful to consumers? - Discussion of the result, and its suggested implications - Literature review LINK to secondary research - Link to the originally stated gap - Result- what the research found Objective 2: What broadcast characteristics are most important to consumers? What should be included? - Discussion of the result, and its suggested implications - Literature review LINK to secondary research - Link to the originally stated gap - Result- what the research found Exclusive Inc. Issue Identification Exclusive Inc is a new entry to the Australian health drink market. ● We have been hired to identify who buys health drinks in Australia. ● What affects consumers purchases of health drinks? ● What kind of advertisements do consumers want to see in broadcast media? General Questions 1. What are the consumer characteristics (e.g., demographics, psychographics, familiarity with the brand, skepticism toward advertising, etc.) of those who are more or less likely to be influenced by broadcast media? 1. What is the most effective medium (e.g., television, radio, etc.) to present broadcast media? Literature Review What was identified? Source of research? Method used? Gap identified? - Print and TV are prefered advertising channels for Australian consumers https://www.cmo.com.au/art icle/464426/print_tv_preferr ed_advertising_channels_a ussie_consumers/ - Exploratory method (interview with people) - Didn’t look specifically at how effective these mediums are relating to health drinks in Australia - Children reported being highly attracted to advertisements in magazines. http://ro.uow.edu.au/cgi/vie wcontent.cgi?article=1531& context=hbspapers - Exploratory method (Interview with 10 children aged 6-13.) - This only focuses on children, would want to see if it applies to adults. Literature Review What was identified? Source of research? Method used? Gap identified? - People are looking for healthy, wholesome, natural, and ethically sourced beverage goods to purchase http://www.prnewswire.com/n ews-releases/four-keybeverage-industry-trends-for2017-are-changing-whatconsumers-buy300384417.html - Globally conducted survey - Research was quantitative and did not specify the characteristics of the people purchasing goods - Blackmores, Bellamy’s and A2M focus on demand of healthy food (‘quality’ and ‘green’ food, milk) http://www.smartcompany.co m.au/growth/australianhealth-food-companies-arekilling-it-in-on-the-stockexchange-what-does-it-mean/ Exploratory research (observe consumers in supermarkets whether they prefer to buy) - These companies did not yet research about healthy juice. Problem Statements ● Management Decision Problem (MDP) - What is the best broadcast medium to advertise health drinks on in Australia? - How to get more attention and interaction from the customer? ● Marketing Research Problem (MRP) - How to understand the perceptions of Australian consumers, relating to health drinks? Market Research Objectives 1. Which broadcast medium is most impactful to consumers? 2. What broadcast characteristics are most important to consumers? What should be included? Group 2, Milestone 3 Milestone 3 - Data Analysis Methods 1. Data Collection Challenges Types of surveys conducted 1. Online: by selecting Facebook as the main communication channel, we send a prepared questionnaire to our friends, along with clear instructions. 2. Offline: once in the field, each member of the team will approach respondents. Firstly, we will explain the case for them then ask for the agreement to fill in the survey. Challenges The biggest challenge of our team was that the initial response rate was very low. Despite the fact that it was already a couple of days since the release of the online survey, the response rate remained very low, and did not seem to be increasing within the timeframe proposed to gather efficient and reliable results. In order to increase the response rate, our team has shared the online survey to people living in Australia through social media such as Facebook and email. We also requested our friends to share this online survey for assistance as snowball sampling method. We also approached people in the public to fill out the survey as a convenience sampling method. Sampling Method Advantages Disadvantages Convenience Sampling - Saves time - Easy to obtain a large set of information - The characteristics of participants might not be suitable for the original questionnaire Snowball Sampling - Cost effective - Simple and easy to carry out - Researcher has little control over the sample pool These methods proved to be successful since it resulted in a large response rate. Our friends sharing the online survey which in result to more people filling out the survey thus gaining the desired amount of response that we needed. In terms of sampling, these methods chosen included only people living in Australia. This sample is a very specific criteria, which led to some challenges related to participants being unwilling to respond. According to our respondents' feedback, the survey took quite long. This could have lead to a situation in which individuals did not focus on answering questions correctly or did gave random responses. Another issue is the sampling. Participants are mostly students which might cause the result to be biased. 2. Data Analysis 1 Group 2, Milestone 3 Research Question (Testing) Determine how often consumers drink healthy drinks. Determine the reasons affecting the purchase intention of customers of health drinks in Australia. Q11: How often do you consume Q13: Reason for consuming healthy Survey drinks? Question for healthy drinks? Analysis Analysis Technique Descriptive statistical analysis: Mean & Mode Descriptive statistical analysis: Mean & Mode Inferential statistical analysis: Independent sample t-test (test of difference) to determine the differences among occasions. Inferential statistical analysis: Independent sample t-test (test of difference) to determine the differences among occasions. Dependent: personal preference Independant: The type of healthy drink Dependent: Customer satisfaction Independent: the type of healthy drink Justification We chose this question because it will This allow us to understand how many times do the consumers drink healthy drinks in a week, in a month or in a year. With this data we will be able to measure how often our client drinks and how likely they want to be healthy. This information can be used to formulate the most effective marketing strategy for a future produce release into the Australian market. data will allow us to best understand the reasons behind a customer purchase intention for health drink products in Australia. By understanding the reasoning we will be able to recommend the most important attributes for Australian customers. This will have a direct impact on which features are marketed to customers when launching in the Australian health drink market. 2 Group 2, Milestone 3 Appendix Analysis Strategy Research Questions What are the customer profiles? Data Collection Five questions (1-5) answered by sample Variables Multiple variables Measurement Scale Ordinal & Interval Possible Statistical Tests Descriptive statistical analysis: Mean, Mode & Median Inferential statistical analysis: ● Independent sample t-test (test of difference) ● Chi-Square test To identify our consumer perceptions toward “health” Three questions (6-8) answered by sample Multiple variables To identify our consumer perceptions toward “healthy drinks” Five questions (9-13) answered by sample To evaluate the criteria about healthy drinks Three questions (14-16) answered by sample Multiple variables What is the consumer perceptions toward healthy drinks through broadcast medias? Five questions (18-22) answered by sample Multiple variables How do the consumers feel about healthy drinks on medias? Three questions (24-26) answered by sample Multiple variables Ordinal & Interval Descriptive statistical analysis: Mean, Mode & Median Inferential statistical analysis: ● Independent sample t-test (test of difference) ● Cross tabulation test ● Chi square test ● Measure of central tendency Multiple variables Ordinal & Interval Descriptive statistical analysis: Mean, Mode & Median Inferential statistical analysis: ● Independent sample t-test (test of difference) ● Cross tabulation ● Chi square test ● Measure of central tendency Ordinal & Interval Descriptive statistical analysis: Mode Inferential statistical analysis: ● Independent sample t-test (test of difference) ● Cross tabulation Ordinal & Interval Descriptive statistical analysis: Mode Inferential statistical analysis: ● Independent sample t-test (test of difference) ● Cross tabulation Ordinal & Interval Descriptive statistical analysis: Mode Inferential statistical analysis: ● Independent sample t-test (test of difference) ● Cross tabulation Reason for consuming the Health drink? - Selected Choice 3 Group 2, Milestone 3 Frequency Valid Valid Percent Cumulative Percent Nutritional Value 47 45.6 47.5 47.5 Taste 41 39.8 41.4 88.9 Composition 6 5.8 6.1 94.9 Other (please specify) 5 4.9 5.1 100.0 99 96.1 100.0 4 3.9 103 100.0 Total Missing Percent System Total Reason for consuming the Health drink? - Other (please specify) Frequency Valid Percent Valid Percent Cumulative Percent 99 96.1 96.1 96.1 taste packaging and so on 1 1.0 1.0 97.1 Gym 1 1.0 1.0 98.1 Habit 1 1.0 1.0 99.0 Lactose-free 1 1.0 1.0 100.0 103 100.0 100.0 Total Figure 1: Q13, Nominal Mode Results Crosstab Reason for consuming the Health drink? Selected Choice Total Nutritional Value Count % within Reason for consuming the Health drink? - Selected Choice Taste Count % within Reason for consuming the Health drink? - Selected Choice Composition Count % within Reason for consuming the Health drink? - Selected Choice Other Count (please % within Reason for specify) consuming the Health drink? - Selected Choice Count % within Reason for How often do you consume healthy drinks? 2-3 4-6 times Once Every Once times a a a few a Daily week week week weeks month I don't Total 10 9 9 9 4 3 2 46 21.7% 19.6% 19.6% 19.6% 8.7% 6.5% 4.3% 100.0% 5 12.2% 1 2.4% 6 10 14.6% 24.4% 4 9.8% 9 22.0 % 6 41 14.6% 100.0% 1 16.7% 1 16.7% 2 33.3% 0 0.0% 0 0.0% 1 16.7 % 1 6 16.7% 100.0% 2 40.0% 0 0.0% 1 20.0% 0 0.0% 0 0.0% 0 0.0% 2 5 40.0% 100.0% 18 18.4% 11 11.2% 18 19 18.4% 19.4% 8 8.2% 13 13.3 11 98 11.2% 100.0% 4 Group 2, Milestone 3 consuming the Health drink? - Selected Choice % Chi-Square Tests Asymptotic Significance (2Value df sided) 24.432a 18 .141 Likelihood Ratio 28.111 18 .060 Linear-by-Linear 3.395 1 .065 Pearson Chi-Square Association N of Valid Cases 98 a. 18 cells (64.3%) have expected count less than 5. The minimum expected count is .41. 5 Secondary Research / Literature Review Establishes what we currently know and identifies what we do not know about the problem (i.e. research gap). • Clearly and concisely summarises the literature by explaining the current level of knowledge (with an extensive list of references), • Identifies a clear research gap in the existing literature Results Transforms data into information. • Conducts a range of appropriate descriptive and inferential statistical analysis, • Presents findings in an organised and appropriate manner. Discussion and Implications Discusses the results of the research in context: How do the results relate to the previous research? What do the results mean for the company? • Demonstrates an insightful link between secondary research, research problem, and primary research • Implications for client are discussed. Background information is in the Milestone 1 ppt and data analysis process is in the milestone 3 doc. No need to follow exactly the milestone 3, just do the appropriate analysis for the report. Include relatively short summary tables or graphic aids in the body and reserve the SPSS output in the appendix. Objective 1: Which broadcast medium is most impactful to consumers? - Discussion of the result, and its suggested implications - Literature review LINK to secondary research - Link to the originally stated gap - Result- what the research found Objective 2: What broadcast characteristics are most important to consumers? What should be included? - Discussion of the result, and its suggested implications - Literature review LINK to secondary research - Link to the originally stated gap - Result- what the research found
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Explanation & Answer

Attached.

Results
Customer Profiles
Data shows a demographic of consumers characterized by significant diversity in terms of
demographics. While 57.5 % of the consumers have their residence in Australia, 32.1% of them
have it in a different country; 10.4% of the data is missing. 52.8% of the persons interviewed are
males and 44.3 % are female; 2.8% of data is missing. 83 % of the respondents are younger than
26 years. The majority of the people interview work in the metropolitan area (64.2%) and the
majority of them are students (82.1%). More detailed demographic data for the last three
variables are presented below.
Age Group
Frequency
Valid
18-26
88
27-35
9
36-44
3
45+
3
Total
103
Missing System 3
Total
106

Percent
83.0
8.5
2.8
2.8
97.2
2.8
100.0

Valid Percent
85.4
8.7
2.9
2.9
100.0

Cumulative
Percent
85.4
94.2
97.1
100.0

Workplace

Valid

Metropolitan
City
Suburban Area
Regional Area
Total
Missing System
Total

Frequency Percent

Cumulative
Valid Percent Percent

68

64.2

68.0

68.0

24
8
100
6
106

22.6
7.5
94.3
5.7
100.0

24.0
8.0
100.0

92.0
100.0

Occupation

Valid

No working
Student
Office work
Trades

Frequency
2
87
6
4

Percent
1.9
82.1
5.7
3.8

Valid Percent
2.0
85.3
5.9
3.9

Cumulative
Percent
2.0
87.3
93.1
97.1

Other (please
specify)
Total
Missing System
Total

3

2.8

2.9

102
4
106

96.2
3.8
100.0

100.0

100.0

Consumer Perception Toward “Health”
Only a few of the people interviewed considered their eating habits very unhealthy (8.5%) while
even less of them considered their eating habits very healthy (5.7%). 57.6% of the sample claim
to enjoy healthy drinks (23.6 were totally convinced and 24.0 were rather convinced). When
asked to classify themselves in a health-conscious group, 42.2 percent of the sample choose
“detractor”, 35.8% choose “passive”, and 14.2% choose “promoter”.
With the goal of determining whether belief in one’s healthy consumption habits and enjoyment
of health drinks varies according to whether someone classified as “detractor” or “promoter”, an
independent-sa...


Anonymous
Very useful material for studying!

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