Great Deal! Get Instant $10 FREE in Account on First Order + 10% Cashback on Every Order Order Now

RESEARCH REPORT BRIEF (Individual Assignment) To determine the effectiveness of the brand’s newly-launched social media account, you are to analyse the data they have collected and develop a research...

1 answer below »
RESEARCH REPORT BRIEF (Individual Assignment)
To determine the effectiveness of the
and’s newly-launched social media account, you are to analyse the data they have collected and develop a research report.
· The focus is on interpreting and communicating results. Merely presenting results is of little value and analyses is useless if it is not linked back to the research context. It may help to think about implications for the relevant industry, the
and’s marketing mix (4 Ps), consumer behaviour, etc.
· A submission guide is available on Blackboard, and assessments must be submitted through Turnitin (.pdf) and a hard-copy to your tutor (online students exempt) by the stated due date (see Unit Outline).
· There are several different data sets. You are to analyse ONLY the data set you are randomly allocated, as per the instructions on Blackboard. Utilizing any other data set will result in a mark of ZERO.
· You must ensure that each variable in SPSS has your student number at the beginning of the label (not variable name). E.g. “18727164_1= Mobile, 2 = Tablet…”. Failure to do so will result in a ZERO mark.
· Direct presentation of SPSS tables or graphs in the main body of your report will result in a ZERO mark. Using Excel to produce tables and graphs is advised, with raw SPSS output in Appendices (see Exemplar)
EXECUTIVE SUMMARY (5 marks)
The executive summary is a concise 1-page summary of the research project, key findings, interpretations, and recommendations. It is not an introduction, and should contain excerpts of the key information you want to communicate. (Approx. 200 words)
COVER PAGE, CONTENTS PAGE, LISTS OF TABLES AND FIGURES
(Contributes to ve
al and visual communication marks)
DESCRIPTIVE ANALYSES (RESULTS AND INTERPRETATION) (25 marks)
a) Comment on the extent to which the Device Used differs across the three psychographic groups. Provide your interpretation of why this may be. (Approx. 200 words)
· [FREQUENCY] (Background Variable: Psychographic groups [Data Split file Organize output by groups])
) Comment on the extent to which the Time of Day in accessing the social media page differs across four age groups. Provide your interpretation of why this may be. (Approx. 200 words)
· [FREQUENCY] (Background Variable: Age groups [Data Split file Organize output by groups])
c) Comment on the extent to which a range of Interaction Times differ across gender. Provide your interpretation of why this may be. (Approx. 200 words)
· [FREQUENCY] (Background Variable: Gender [Data Split file Organize output by groups])
d) Use measures of central tendency to compare the Monthly Social Media Visits of the three psychographic groups. Provide your interpretation of why this may be. (Approx. 200 words)
· [CENTRAL TENDENCY – Mean, median, mode] (Background Variable: Psychographic groups [Data Split file Organize output by groups])
e) Comment on the variability of the 4 items of Social Media Involvement (II_1, II_2, II_6, II_9) for one psychographic group. Interpret what could explain this variability (Approx. 200 words)
· [DISPERSION – Standard deviation] (Background Variable: Psychographic groups [Data Select cases If condition is satisfied Psycho = the group you wish to analyse)
DESCRIPTIVE ANALYSES (RECOMMENDATIONS) (10 marks)
What strategies should the
and put in place to increase the Monthly Social Media Visits for those who visit the social media page at key points in the Time of Day? (Approx. 300 words) [Crosstab]
· Use specific reference to the analysis and interpretations of the data (from Crosstab analysis) to support your recommendations.
· Link recommendations with existing industry-relevant marketing examples (screenshots, pictures, etc.), the lifestyle of users, and the 4P’s of marketing (show actual examples to support).
INFERENTIAL ANALYSES (RESULTS AND INTERPRETATION) (30 marks)
a) Comment on the extent to which Interaction Time with the social media page differs for those who most commonly access the page in the morning and those at night (Time of Day). Provide your interpretation of why this may be. (Approx. 200 words) [T-TESTS]
) Comment on the extent to which the Social Media Perception differs with the four Age groups. Provide your interpretation of why this may be. (Approx. 200 words) [ANOVA]
c) Determine what “factors” of Social Media Involvement emerge in your data. Provide conceptual explanations for why these factors may have emerged. (Approx. 200 words) [E.F.A.]
d) Comment on the impact of the number of Monthly Social Media Visits on user’s Social Media Perception, depending on whether the Incentive was offered or not. Provide your interpretation of why this may be. (Approx. 200 words) [LINEAR REGRESSION]
· (Background Variable: Incentive [Data Split file Organize output by groups])
INFERENTIAL ANALYSES (RECOMMENDATIONS) (10 marks)
Across psychographic groups, what strategies should the
and put in place to increase the number of Monthly Social Media Visits based on Interaction Time and Social Media Involvement (“factors” elucidated above). (Approx. 250 words)
[LINEAR REGRESSION] (Background Variable: Psychographic groups [Data Split file Organize output by groups])
· Use specific reference to the analysis and interpretations of the data (from new regression analysis) to support your recommendations.
· Link recommendations with existing industry-relevant marketing examples (screenshots, pictures, etc.), the lifestyle of users, and the 4P’s of marketing (show actual examples to support).
REFERENCES
APPENDICES (Contributes to ve
al and visual communication marks)
The appendices hosts supporting information in your research report that is not published in the main body of the report because of its size, complexity, i
elevance, etc.
This is the only place where output from SPSS should directly appear, it should not be in the main body! (See Submission Guide)
EFFECTIVE COMMUNICATION (VERBAL) (10 marks)
Ve
al communication must be clear, succinct, and in a manner suitable for a research report.
All responses to these questions must be fully supported by tables, or graphs, even when not explicitly stated in the question.
EFFECTIVE COMMUNICATION (VISUAL) (10 marks)
Tables and graphs must be summarised and formatted in a reader-friendly, aesthetically pleasing manner. Ensure visual aids are colour-coded, titled, labelled, have legends / keys, supporting numerics, etc. Competency in Microsoft Excel is advised.
MARKETING RESESARCH: Research Report                  XXXXXXXXXXUnit Co-ordinator: Luke Butche

MARKETING RESESARCH: Research Report
Unit Co
-
ordinator: Luke Butche

RESEARCH REPORT

BRIEF

(Individual Assignment)
To determine the effectiveness of
the
and’
s

newly
-
launched
social media

account, you are to
analyse the data they have collected and develop a research report.
·

The focus is on
interpreting
and
communicating

esults. Merely
presenting

esults is of little value and
analyses is useless if it is not linked back to the research context. It may
help

to think about implications for
the
elevant

indust
y
,
the
and’s

marketing mix (4 Ps), consumer behaviou
, etc.
·

A
submission guide

is available on Blackboard, and
a
ssessments must be submitted through
Turnitin
(.pdf)
and a
hard
-
copy

to your tutor
(online students exempt)
y the stated due date (see Unit Outline).
·

There are several different data sets. You are to analyse
ONLY the data set you are randomly allocated
,
as
per the instructions on Blackboard. Utilizing any other data set will result in a mark of ZERO.
·

You must ensure that
each variable in SPSS has your student number at the beginning of the label

(not
variable name).
E.g.

“
XXXXXXXXXX
_1= Mobile, 2 = Tablet
…
”
. Failure to do

so
will result in a

ZERO

mark.
·

Direct presentation of SPSS tables or graphs

in the main body of your report

will result in a
ZERO
mark.

Using Excel to produce tables and graphs
is advised, with raw SPSS output in Appendices (see Exemplar)
1)

EXECUTIVE SUMMARY
(5 marks)
The executive summary is a concise 1
-
page summary of the research project, key findings, interpretations,
and recommendations. It is
not an introduction
, and should contain
excerpts of
the
key

information you
want to communicate.

(
Approx. 200 words
)
2)

COVER PAGE, CONTENTS PAGE, LISTS OF TABLES AND
FIGURES

(
Contributes

to ve
al and visual communication marks)
3)

DESCRIPTIVE
ANALYSES

(RESULTS AND INTERPRETATION)

(
25

marks)
a)

Comment on the extent to which
the
Device U
sed
diffe
s

across
the three
psychographic groups
.

Provide your interpretation of why this may be
.

(
A
pprox. 200

words)
§

[
FREQUENCY
]

(Background Variable:
Psychographic groups

[Data
à

Split file
à

Organize output by groups])
)

Comment on the extent to which the
T
ime of
D
ay

in accessing the
social media

page
differs across
four
age groups
. Provide your interpretation of why this may be.

(A
pprox.
200

words)
§

[FREQUENCY
]
(Background Variable:
Age
groups

[Data
à

Split file
à

Organize output by groups])
c)

Comment on the extent to which

a

ange of
I
nteraction
T
ime
s

differ across gender.
Provide your
interpretation of why this may be.

(A
pprox.
200
words)
§

[
FREQUENCY
]
(Background Variable:
Gender
[Data
à

Split file
à

Organize output by groups
])
d)

Use measures of central tendency to
compare

the
Monthly
Social Media

Visits

o
f
the three
psychographic groups
.

Provide your interpretation of why this may be.
(A
pprox.
200

words)
§

[
CENTRAL TENDENCY

–

Mean, median, mode]

(Background Variable:
Psychographic groups

[Data
à

Split file
à

Organize output by groups])
e)

Comment on
the
variability
of the 4 items
of
Social Media

I
nvolvement

(II
_1, II_2
, II_
6
, II_
9
)
qfile_636751846722787305_122563_1.docx qfile_636751846722787305_122563_2.docx qfile_636751846722787305_122563_3.xlsx qfile_636751846722787305_122563_4.pdf qfile_636751846722787305_122563_5.docx
Answered Same Day Oct 15, 2020

Solution

Pooja answered on Oct 27 2020
148 Votes
Marketing Research: Research Report
Dataset:
Research Case:
Researcher Name:
Student No:
Tutor:
Executive Summary
For the psychographics collector group, Subtle Stylers group and social butterflies group the most common device used is mobile. The average interaction time for females is greater than that of males. The average monthly social media visit for the group of social butterfly is slightly less as compared to the other two groups of PSYCHOGRAPHICS. 4 types of social media involvement for the PSYCHOGRAPHICS group of a social butterfly have a low standard deviation. It is suggested to bid on ads during the morning and night time.
The mean interaction time during night time (M=56.55, SD=39.57) is greater as compared to the morning time (M=39.87, SD=20.73). There is no significant difference in the average perception between the four groups of Ages. The three factors for social media involvement are named as frequency on visiting Pinterest, usage of Pinterest among friends, and purchasing items on basis of Pinterest.
Table of Contents
Executive Summary    2
Tables and Figures List    4
3) DESCRIPTIVE ANALYSES    5
3a) Device Used differs across the three psychographic groups    5
3b) Time of Day across four age groups    6
3c) Interaction Times differ across gender    8
3d) Monthly Social Media Visits of the three psychographic groups    9
3e) Social Media Involvement (II_1, II_2, II_6, II_9) for social butterfly    10
4) DESCRIPTIVE ANALYSES (Recommendations)    11
5) INFERENTIAL ANALYSES (Results and interpretation):    12
5a) Interaction Time between Morning and Night time    12
5b) Social Media Perception Across four Age groups    13
5c) Factor Analysis of Social Media Involvement    14
5d) Effect of number of visits on Perception grouped by incentives    15
Model 1: Incentives    15
Model 2: No Incentives    16
6) INFERENTIAL ANALYSES (Recommendations)    17
Model 1: The Collectors    17
Model 2: Subtle Stylers    18
Model 3: Social Butterflies    19
7) REFERENCES    21
8) APPENDICES:    22
3a) Output to publish in Appendices:    22
3b) Output to publish in Appendices:    23
3c) Output to publish in Appendices:    24
3d) Output to publish in Appendices:    26
3e) Output to publish in Appendices:    28
4) Output to publish in Appendices:    28
5a) Output to publish in Appendices:    29
5b) Output to publish in Appendices:    30
5c) Output to publish in Appendices:    31
5d) Output to publish in Appendices:    33
Model 1: Incentives    33
Model 2: No Incentives    33
6) Output to publish in Appendices:    34
Model 1: The Collectors    34
Model 2: Subtle Stylers    35
Model 3: Social Butterflies    36
Tables and Figures List
Table 1    14
Table 2    15
Table 3    15
Table 4    16
Table 5    16
Table 6    22
Table 7    22
Table 8    22
Table 9    23
Table 10    23
Table 11    23
Table 12    23
Table 13    24
Table 14    24
Table 15    24
Table 16    24
Table 17    26
Table 18    26
Table 19    26
Table 20    26
Table 21    27
Table 22    27
Table 23    28
Table 24    28
Table 25    29
Table 26    29
Table 27    30
Table 28    30
Table 29    30
Table 30    31
Table 31    31
Table 32    31
Table 33    32
Table 34    32
Table 35    33
Table 36    33
Table 37    33
Table 38    33
Table 39    34
Table 40    34
Figure 1    7
Figure 2    8
Figure 3    9
Figure 4    10
Figure 5    11
Figure 6    13
Figure 7    14
Figure 8    30
3) DESCRIPTIVE ANALYSES
3a) Device Used differs across the three psychographic groups
Figure 1
For the psychographics collector group, the most common device used is mobile with 65%. The device usage of Tablet and computer for collector group is 21% and 15% respectively.
For the psychographics Subtle Stylers group, the most common device used is mobile with 56%. The device usage of Tablet and computer for collector group is 13% and 31% respectively.
For the psychographics social butterflies group, the most common device used is mobile with 43%. The device usage of Tablet and computer for collector group is 24% and 33% respectively.
 

3b) Time of Day across four age groups
Figure 2
There are four age groups, the value one depicting the age group of 0 to 25 years, the value to depicting the age group of 26 to 50 years, the value 3 depicting the age group of 51 to 75 years, the value of 4 depicting the age group of 76 to 100 years.
For the age group of 20 to 25 years, 37% of the people prefer morning as the time of day to access Pinterest page. For the age group of 20 to 25 years, only 16% of the people prefer morning as the time of day to access Pinterest page. For the age group of 20 to 25 years, 37% of the people prefer morning as the time of day to access Pinterest page. For the age group of 20 to 25 years, only 16% of the people prefer afternoon as the time of day to access Pinterest page. For the age group of 26 to 50 years, 37% of the people prefer morning as the time of day to access Pinterest page. For the age group of 26 to 50 years, only 19% of the people prefer afternoon as the time of day to access Pinterest page.
For the age group of 51 to 75 years, 30% of the people prefer morning and afternoon as the time of day to access Pinterest page. For the age group of 51 to 75 years, only 14% of the people prefer midday as the time of day to access Pinterest page. There is only one individual in the age group of greater than 75 years. This individual prefe
ed morning time to access Pinterest page.
3c) Interaction Times differ across gende
Figure 3
Gender is categorized as either male or female. The interaction time is measured by the ratio scale of measurement in seconds. The number of females in the survey is greater than the number of males. Comparing the best measure of the Central tendency for the interaction time, I can say that the interaction time for males is greater than females.
For females, the distribution of interaction time is skewed to the right. For a skewed distribution, median is the best measure of Central Tendency. The median interaction time for females is 38 seconds.
For males, the distribution of interaction time is approximately normally distributed. The best measure of Central tendency, in this case, is mean. The average interaction time for males is 43 seconds. 
3d) Monthly Social Media Visits of the three psychographic groups
Figure 4
The PSYCHOGRAPHICS categorized as The Collectors, Subtle Stylers, and Social Butterflies. The number of collectors is 207 as compared to the number of Subtle Stylers and the social butterfly is being 226 and 97 respectively.
The distribution of a number of times visited for the group of Collectors and Subtle Stylers is positively skewed. Median is considered as the best measure of the Central tendency for a skewed data. The median value for Monthly Social Media Visits for the group of Collectors and Subtle Stylers is 4 and 4 respectively. The distribution of monthly social media visit for the group of social butterflies is approximately normally distributed. The average monthly social media visit for the group of the social butterfly is 3.4.
It is evident that there is not a significant difference in the average monthly social media visit for the group of Collectors and Subtle Stylers. The average monthly social media visit for the group of social butterfly is slightly less as compared to the other two groups of PSYCHOGRAPHICS.

3e) Social Media Involvement (II_1, II_2, II_6, II_9) for social butterfly
Figure 5
There are a total of 97 observations for the PSYCHOGRAPHICS group of a social butterfly. The four types of social media involvement considered for the purpose of analysis are SMI_1: I often use information on Pinterest to guide decision making, SMI_2: I have to visit Pinterest multiple times every day, SMI_6: Pinterest helps make decisions of what to buy easier and SMI_9: I log on to Pinterest within the first hour of when I wake up.
The dispersion is measured in terms of standard deviation. The low value of standard deviation is an indication that their mean is reliable.
It is evident that 4 types of social media involvement for the PSYCHOGRAPHICS group of a social butterfly have a low standard deviation. This is an indication that the mean value for 4 types of social media involvement for the PSYCHOGRAPHICS group of a social butterfly is reliable.
4) DESCRIPTIVE ANALYSES (Recommendations)
Monthly Social Media Visits for those who visit the social media page at key points in the Time of Day
The null hypothesis, time of the day and monthly social media visits are independent of each other. An alternative hypothesis, time of the day and monthly social media visits are dependent on each other. With (chisq=11.134, p<5%),the null hypothesis is rejected at 5% level of significance and I can conclude that the time of the day and monthly social media visit are dependent on each other.
The bar graph indicates that the maximum count of visits in the range of 0-8 visits is during the morning time. This is followed by the night time. Considering the range of a number of visits in between 31 to 40, night time is the prefe
ed time for most of the individuals. The afternoon is the second preference of the time for the number of visits in the category of >9 visitors.
It is suggested to bid on ads during the morning and night time.
5) INFERENTIAL ANALYSES (Results and interpretation):
5a) Interaction Time between Morning and Night time
Figure 6
Null hypothesis, ho: there is no significant difference in the average interaction time between morning and night time. Alternative hypothesis, h1: there is a significant difference in the average interaction time between morning and night time.
With (t=4.545, p<5%), I reject null hypothesis at 5% level of significance and conclude that there is a significant difference in the average interaction time between morning and night time.
The mean interaction time during night time (M=56.55, SD=39.57) is greater as compared to the morning time (M=39.87, SD=20.73).
5b) Social Media Perception Across four Age groups
Figure 7
The null hypothesis, there is no significant difference in the variance perception between the four groups of Ages. An alternative hypothesis, at least one of the variance perception between four groups of Ages differ significantly. With (W=1.692, P>5%), the null hypothesis is not rejected at 5% level of significance and I can conclude that there is no significant difference in the variance perception between the four groups of Ages. Hence the assumption of equal variances between various groups for the application of one way ANOVA is satisfied.
Null hypothesis, there is no significant difference in the average perception between the four groups of Ages. Alternative hypothesis, at least one of the average perception between four groups of Ages differ significantly. 
With (F=1.409, P>5%), the null hypothesis is not rejected at 5% level of significance and I can conclude that there is no significant difference in the average perception between the four groups of Ages. 
5c) Factor Analysis of Social Media Involvement
Table 1
    Rotated Component Matrixa
    
    Component
    
    1
    2
    3
    18727164_SMI_2: I have to visit Pinterest multiple times everyday
    .936
    .259
    -.052
    18727164_SMI_9: I log on to Pinterest within the first hour of when I wake up
    .928
    .239
    -.035
    18727164_SMI_4: I could go a week without visiting Pinterest
    .916
    .242
    -.044
    18727164_SMI_8: I care about what other people think of my Pinterest account
    .218
    .824
    -.120
    18727164_SMI_5: Pinterest is great for sharing my life with others
    .474
    .770
    -.056
    18727164_SMI_10: All my friends use Pinterest regularly
    .486
    .751
    -.048
    18727164_SMI_7: I get bored by Pinterest pages easily
    -.306
    .362
    .252
    18727164_SMI_6: Pinterest helps make decisions of what to buy easie
    -.083
    -.002
    .863
    18727164_SMI_3: I am influenced by posts on Pinterest
    -.045
    .220
    -.765
    18727164_SMI_1: I often use information on Pinterest to guide decision making
    -.069
    .086
    .762
    Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
    a. Rotation converged in 5 iterations.
The table of communities indicates the amount of variance in each variable that is accounted for. From the table of rotated component Matrix, there are three factors. The three factors are named as frequency on visiting Pinterest, usage of Pinterest among friends, and purchasing items on basis of Pinterest.
The first factor consist of three groups namely I have to visit Pinterest multiple times every day, I log on to Pinterest within the first hour of when I wake up, and I could go a week without visiting Pinterest. The second factor consists of groups like I care about what other people think of my Pinterest account, Pinterest is great for sharing my life with others, and all my friends use Pinterest regularly. The third factor consists of only two groups namely Pinterest helps make decisions of what to buy easier, and I often use information on Pinterest to guide decision making.
 
5d) Effect of number of visits on Perception grouped by incentives
Model 1: Incentives
Table 2
    ANOVAa,
    Model
    Sum of Squares
    df
    Mean Square
    F
    Sig.
    1
    Regression
    26515.697
    1
    26515.697
    155.030
    .000c
    
    Residual
    37627.799
    220
    171.035
    
    
    
    Total
    64143.495
    221
    
    
    
    a. 18727164_1 = INCENTIVE PROVIDED, 2 = NO INCENTIVE = incentive provided
    b. Dependent Variable: 18727164_PERCEPTION OF PINTEREST (Constant sum)
    c. Predictors: (Constant), 18727164_FIRST MONTH OF LAUNCH (number of times visited)
Table 3
    Coefficientsa,
    Model
    Unstandardized Coefficients
    Standardized Coefficients
    t
    Sig.
    Co
elations
    
    B
    Std. E
o
    Beta
    
    
    Zero-orde
    Partial
    Part
    1
    (Constant)
    10.564
    2.114
    
    4.998
    .000
    
    
    
    
    18727164_FIRST MONTH OF LAUNCH (number of times visited)
    4.939
    .397
    .643
    12.451
    .000
    .643
    .643
    .643
    a. 18727164_1 = INCENTIVE PROVIDED, 2 = NO INCENTIVE = incentive provided
    b. Dependent Variable: 18727164_PERCEPTION OF PINTEREST (Constant sum)
The null hypothesis, the model is not significant in the case of incentive. Versus the alternative hypothesis that the model is significant in the case of incentives. With (F=155, P<5%), I reject the null hypothesis at 5% level of significance and conclude that the model is significant in the case of incentives.
The regression equation is given by: PERCEPTION = 10.564 + 4.939*number of visits. With one unit increase in the number of visits, the value of perception is increased by 4.939 units in the case of incentives.
The coefficient of determination is 41.3%. There is only 41.3% variation in the perception which is explained by a number of visits in the case of incentive. This percentage is very less and hence...
SOLUTION.PDF
SOLUTION.PDF

Answer To This Question Is Available To Download

Related Questions & Answers

More Questions »

Submit New Assignment

Copy and Paste Your Assignment Here
Attach File