Marketing rewsearch final assessment

Marketing rewsearch final assessment

ASSESSMENT QUESTIONS for Marketing rewsearch final assessment
You need to complete all THREE (3) assessment questions below. Ensure you respond to
these questions adhering to the instructions and requirements stated on pages 1-2.
All the information you need to complete these questions is contained within this document,
the RACV Questionnaire, and the RACV Data Analysis Output files, in combination with the
knowledge and skills you have learned throughout the semester.
QUESTION 1 for Marketing rewsearch final assessment
This question relates to Research Objectives #1 and #2, and it requires you to work with the RACV
Data Analysis Output and the RACV Questionnaire files.
RACV has collected survey data using the RACV Questionnaire. They have analysed the survey
data for these two research objectives, and you will find their SPSS output in the RACV Data
Analysis Output file. Specifically, you will find 10 hypotheses (labelled H1 to H10) and the SPSS
output for each hypothesis.
You are required to:
(a) For each of the 10 hypotheses (H1 to H10), name the specific statistical test that has been
conducted and provide your written interpretation of the SPSS output provided. This should
be written in text and contain your interpretation of all relevant parts of/numbers from the
SPSS output provided and what they mean in relation to the hypotheses tested. *You should
not include the SPSS output in your submission document, given the page limit*
(b) Write up a one-page summary of the key insights for Research Objectives #1 and #2 for the
client (RACV). It is up to you to determine what to focus on, based on importance and
relevance for the client. However, you should consider including key findings and
implications (both positive and negative) and making clear recommendations for marketing
strategies. Ensure your summary is guided by your interpretation of the SPSS output
provided.
(20 marks)
QUESTION 2 for Marketing rewsearch final assessment
This question relates to Research Objectives #3 and #4, and it requires you to work with the RACV
Questionnaire.
RACV has not conducted any data analysis for these two research objectives and requests that you
outline a data analysis plan based on the RACV Questionnaire they have given you.
A note about formatting for Assessment Question 2: You can choose to present your data
analysis plan in text or a table. IF YOU CHOOSE A TABLE, you may use (1) landscape or
portrait formatting and (2) single-line spacing to aid readability and a neat format.
MKTG1045 Market Research, Semester 1 2021 FINAL ASSESSMENT Page 6 of 8
For each of the following eight hypotheses, please state:
• The most correct descriptive OR inferential statistical test
• The number of variables involved
• The specific variables involved from the questionnaire and the level of measurement scale
each variable is expressed upon
• A justification for why the proposed test is correct for the hypothesis
H1: Associating RACV membership with the concept of ‘putting members before profits’ is
significantly greater than ‘4 – undecided’ on a 7-point scale.
H2: When choosing a car insurance provider, the importance of good value for money is
significantly greater than the importance of a reputation for good customer service.
H3: Associating RACV membership with the concept of ‘a sense of belonging to a community’ is
significantly associated with the length of time (in years) that a person has been an RACV member.
H4: Preferred membership benefits is positively associated with the number of people in personal
network that already have RACV membership.
H5: Associating RACV membership with the concept of ‘immediate assistance in times of crisis’
significantly predicts the appeal of the RACV membership proposition.
H6: Awareness of RACV’s flexible payment plans is significantly associated with employment
status.
H7: When choosing a car insurance provider, the importance of a brand you can trust significantly
differs between generation groups.
H8: Gender, preferred car insurance company, the appeal of RACV operating for members (not for
shareholders), and length of time (in months) having a driver’s license significant predicts how
compelling the RACV membership offering is overall.
(14 marks)
QUESTION 3
RACV is highly satisfied with the data analysis work you have completed for Assessment Questions
1 and 2.
Now, RACV have requested that you conduct a short follow-up survey aimed at addressing
Research Objective #5.
RACV have sent you a draft survey, which you will see below under ‘RACV Draft Follow-up Survey’.
You are required to review the draft survey and:
(a) For each survey question, first, identify and explain any problem/s with the question wording
and/or the measurement scale used. Second, rewrite the survey question and/or
measurement scale in a way that addresses the problem/s you identified. If you do not see
any problem/s with a survey question, explain why this is the case.
MKTG1045 Market Research, Semester 1 2021 FINAL ASSESSMENT Page 7 of 8
(b) Make a recommendation to RACV as to which survey mode they should use to distribute this
follow-up survey. Outline three factors that you considered and how each factor influenced
your decision of which survey mode to recommend to RACV.

Place an order with us on https://assignmentsproficient.com/order/  and expect the best grades and help from qualified writers

 

 
"Looking for a Similar Assignment? Order now and Get 10% Discount! Use Code "Newclient"