Reference no: EM132303111

Assignment - Need to use the SPSS software to analyse some data.

In this assessment you are required to demonstrate the following Unit Learning Outcomes -

• Employ the scientific approach to market research in a professional and ethical manner with a focus on critically developing insightful research questions and design.
• Analyse and interpret qualitative and quantitative information to aid the development of pertinent recommendations for marketing outcomes.

RESEARCH BACKGROUND:

Augmentation are a (fictitious) provider of augmented reality technology platforms for brands looking to engage customers with innovative and creative marketing connections.

They specialize in mobile and tablet augmentations and are increasingly promoting themselves through social media.

Seeking to expand their business, they have identified the following research problem:

RP: The brand has very little understanding of how consumers have interacted with their Instagram page in the first month of its launch.

To address this problem, they have conducted primary descriptive and causal research through collecting quantitative data from their Instagram page analytics, as well as briefly surveying site users.

The data is provided as an Excel spreadsheet (see Blackboard) to be input, edited, coded, and analysed in SPSS. The data collected examines the following variables:

INSTAGRAM DATA:

Device Used: This data pertains to the type of device most often used by site users to access the brand's Instagram page. These devices include mobile, tablet, and computer.

Time of Day: This data pertains to the time of day in which users most often accessed the brand's Instagram page. This has been coded into four groups: morning, midday, afternoon, night.

Interaction Time: This data pertains to the average length of time spent accessing the brand's Instagram page (measured in seconds).

Monthly Social Media Visits: This data pertains to the number of times the individual visited the brand's Instagram page (on all devices) in its first month of its launch.

USER SURVEYING:

Incentive - To ensure a robust scientific design, an experiment was run where some users were provided an incentive in the form of a $20 voucher to spend at the store to complete the survey (the "treatment" group), others were provided no incentive (the "control" group).

Social Media Involvement (Likert scale):

Users were asked the following question: "To what extent do you agree with the following statements about your general level of involvement with using Instagram:"

Social Media Perception (Constant-sum scale): This data pertains to the users' perceptions of the brand's Instagram page. Site users were asked to reveal their perception of the site in comparison to competing brands' Instagram pages. The question was posed as follows:

"If you had 60 minutes to spend on the Instagram pages of the brand and who you perceive to be its competitors, how many minutes would you spend on the brand's Instagram page?"

Demographics: The demographics of the users were measured through age and gender.

Psychographics: The psychographics of users were coded into several categories pertaining to the lifestyle of the individual with respect to using augmented reality technology:

• Tech Crazy: always on the look-out for the newest innovations, these individuals keep up-to- date with the latest industry trends and are happy to take a risk on implementing something new that may be a game changer.
• Number Cruncher: obsessed with data and segmentation, these individuals are constantly collecting and analysing data to ensure decisions are made with pragmatism and evidence-based mathematical justification.
• The Creative: the type of person who values design and aesthetics over complex and technical communication, these individuals apply design principles across multiple platforms and are the creative brains behind the best ideas.

Attachment:- Assignment Files.rar