Scenario for AS3, Data Analysis
Special events are designed to address customers’ needs. Satisfying these needs might be
triggered intrinsically or extrinsically and varies from learning new things to interact with
spatial or socialising with others. Furthermore, the literature on customer engagement supports
the view that engaged customers may perceive higher quality because they customize the
experience to their own needs to enjoy the special event more.
A senior manager of a special event wishes to understand if customer motives encourage
engagement with a special event. Further, this manager wants to know if customer engagement
eally improves perceived quality of special event.
This manager designed the below research model and asked his marketing research department
to collect data to address these issues. As a part of the team, you have to analyse the data premised
on hypothetical relationships the senior manager has developed and report the findings to him. The
senior manager expects you provide him with a
ief outline of what was done with the data and why.
Further, he expects to have the results presented in a format that he can simply understand.
Customer Engagement
with Special Event
Learning motive
Excitement
motive
Escape motive
Social status
motive
Family/friends’
togetherness
Perceived Quality of
Special Event
Report content High Distinction
85%-100%
Distinction
75%-84%
Credit
65%-74%
Pass
50%-64%
Fail
0-49
Preliminary
analysis (15 marks)
All descriptive analysis is
presented.
All graphs to demonstrate
descriptive analysis are
presented.
All required primary analysis
is provided and clearly
demonstrated in tables.
Most of the descriptive
analysis is presented.
Most of the graphs to
demonstrate descriptive
analysis are presented.
Most of required primarily
analysis is provided and
clearly demonstrated in
tables.
Some of the descriptive
analysis is presented.
Some of the graphs to
demonstrate descriptive
analysis are presented.
Some of the required
primarily analysis is
provided and
demonstrated in tables.
Very few descriptive
analysis are presented.
Very few graphs to
demonstrate descriptive
analysis are presented.
Very few required
primarily analysis is
provided and demonstrated
in tables.
Descriptive analysis is
presented inco
ectly.
Graphs to demonstrate
descriptive analysis are used
and presented wrongly.
Most of required primarily
analysis is missed.
Hypothesis testing
and data analysis (5
marks)
All statistical methods to test
the hypothesis are co
ectly
identified and used.
All results are clearly labelled
and clearly presented in
tables.
Most of the statistical
methods to test hypotheses
are co
ectly identified and
used.
Most of the results are clearly
labelled and clearly presented
in tables.
Some of the statistical
methods to test hypotheses
are co
ectly identified
and used.
Some of the results are
clearly labelled and
clearly presented in tables.
Very few statistical
methods to test hypotheses
are co
ectly identified and
used.
Very few results are clearly
labelled and clearly
presented in tables.
Misapplied the analysis or
used the wrong method or
test; failed to report at least
two major steps.
Presented confusing results
with incomplete tables or no
esults at all.
Interpretation of
findings (15 marks)
All of the results of the
primary analysis are co
ectly
interpreted.
All of the results of
hypotheses testing are
co
ectly interpreted.
Most of the results of the
primary analysis are co
ectly
interpreted.
Most of the results of
hypotheses testing are
co
ectly interpreted.
Some of the results of the
primary analysis are
co
ectly interpreted.
Some of the results of
hypotheses testing are
co
ectly interpreted.
A few of the results of the
primary analysis are
co
ectly interpreted.
A few of the results of
hypotheses testing are
co
ectly interpreted.
Hardly results for the primary
analysis are co
ectly
interpreted.
Hardly results for hypotheses
testing are co
ectly
interpreted.
Academic writing
(5 marks)
Writing is very well clear,
concise, and very smooth-
flowing.
Exhibits and Facts are very
clearly presented in support
of claims.
Logical structure and well-
developed report in discipline
specific academic language.
Writing is very clear, concise,
smooth-flowing
Exhibits and Facts are clearly
presented in support of
claims.
Logical structure and a
coherent, concise well-
developed report in discipline
specific academic language
Writing is clear, concise,
some
eak down in flow.
Exhibits and Facts are not
well presented in support
of claims.
Discipline-specific in
academic language is
used.
Reasonably organised
eport presented in
discipline-specific
academic language
some grammatical and
punctuation e
ors
The report is partially
organised and sometimes
coherent. Some discipline-
specific academic language.
No grammatical and
punctuation e
ors.
Very little grammatical and
punctuation e
ors
Very little grammatical
and punctuation e
ors
Assessment 3: Data analysis and reporting
Due: 11:55 pm, Sunday, Week 13 (online submission)
Value 40 marks
This assessment intends to elevate your ability to make sense of data and solve marketing problems and support marketing decision making. You have to work
individually and prepare a comprehensive report on the findings of your data analysis, interpret the results. You have to identify and apply appropriate analytical
strategies to address a set of research questions (or problems) a manager of a firm (here the lecturer) has developed. The data for this task has been supplied by the
lecturer. The word length for the “data analysis and report” is 3000 words +/- 10%.
No extensions will be granted. There will be a deduction of 5% of the total marks awarded mark for each 24 hour period or part thereof that the submission is late (for
example, 25 hours late in submission – 20% penalty).
How to report analysis result?
Follow these steps:
1- Data cleaning, outliers and missing values
2- Frequency analysis and getting charts only for demographic information
3- Descriptive analysis, mean and SD of the item, normality test ( skewness and kurtosis for all items); You are required to put the table for
descriptive analysis in the appendix, however you must interpret/explain the findings of descriptive within the body of the assignment)
4- Preliminary analysis:
a) Reliability (cronbach alpha and CR) and convergent validity (factor loading and AVE). Design a table to report the findings and this table
must be placed within the body of the assignment
) Co
elation analysis table (co
elation and discriminant validity); this table must be placed within the body of the assignment
5- Hypotheses testing: You have to run the regression that address the hypothesised relationship and clearly present those results in tables; this table
must be placed within the body of the assignment
Interpretation of findings: In every step of data analysis and based on the result you get from SPSS, you have to interpret the result and say what those
esults mean. Use the write-up samples in the lecture slides but please don’t copy and paste. If you go to the methodology section of different quantitative
articles, you would find various ways to report the findings.
Important notes:
You have to include all of the SPSS output as an appendix to the report.
Reference list and these appendixes are not included in the word count.
Survey of Items
Constructs, items, codes
Learning Motive
LM1- To explore new places
LM2 -To experience new and different lifestyles
LM3- To learn new things, and increase my knowledge
Excitement Motive
EXM1- To experience the excitement offered by this event
EXM2- To enjoy the event activities and atmosphere
EXM3- To visit a once-in-a-life time event
EXM4- To visit famous cultural and historical attractions
Escape Motive
ESM1- To have fun
ESM2- To escape (e.g., routine work)
Social Status Motive
SM1- To do something that impresses others
SM2- To go somewhere that my friends haven’t been (attended yet)
Family/Friends Togetherness Motive
FTM1- To spend time with my family/friends
FTM2- To create good memories with family/friends
Customer Engagement
CE1- I like to learn about this event
CE2- I pay a lot of attention to anything about this event
CE3- Anything related to this event grabs my attention
CE4- I feel happy when I am attending this event
CE5- I get pleasure from attending this event
CE6- Attending this event is like a treat for me
CE7- I am interested in anything about this event
CE8- I find this event interesting
CE9- I feel enthusiastic about this event
Perceived quality of special event
PEQ1- The quality of this event is “Poor”………”Excellent”
PEQ2- The quality of this event is “Inferior”………”Superior”
PEQ3- The quality of this event is “Low Standard”………”High Standard”
Demographic information
DC1- what is your gender?
DC2- what is your age?
DC3- what is the highest level of your education?
DC4- what is your job?
Sample of Assignment 3.pdf
Assessment 3
This report has been developed at the request of senior management to understand the
elationship between customer participation and service firm performance to help improve
usiness practices.
Preliminary Analysis
The sample for this study is drawn from data collected from the data service industry. In total
there were 1430 questionnaires distributed.
Prior to conducting any analysis, the data set was cleaned to ensure the data could be used
appropriately to conduct the analysis. After defining the values and unit of measurement for
each individual dataset, the data was reviewed to remove any mistakes in the data. Upon
eview of the data there were e
ors noted in the demographic categories these inaccuracies
were simply deleted from the dataset. When reviewing the frequency for each construct there
d
With the maximum value of 9 this highlighted an e
or in the data as the values should have
een between 1 and 7 based on the scale range, this entry was simply deleted.
Of the