Reference no: EM133343450

A business solution based on data analysis and interpretation.

Business leaders rely on the work of marketing researchers to make decisions that will impact revenue generation and the profitability of the company. The data analysis and interpretation phase of a marketing research project is a critical process that is highly scrutinized for accuracy and validity. Marketing researchers must take great care in analyzing data that will be interpreted and turned into information for the purpose of solving the research problem or capitalizing on an opportunity that was under study.

Scenario:

You are the new director of marketing for your chosen company. As the director of marketing for your chosen company, you must be willing and able to take on multiple projects at once. Moving on from the important marketing research project you have under development, you have a new task assigned by the chief executive officer (CEO) of your company. As part of a public relations initiative, you will present a research study at an upcoming conference. This is your time to shine. The CEO would like to approve your presentation topic. A business report for the data collection, analysis, and findings sections of a study to the CEO of your company. Developing an ability to obtain and process information for decision-making as a marketing director will be a valuable addition to your business tool belt.

Assessment Requirements: A business report based on the analysis of data in a marketing research study.

1. Choose Your Company: MidwayUSA
2. Article Details: Do Global Brands Use Similar Executional Styles Across Cultures? A Comparison of U.S. and Japanese Television Advertising by Charles R. Taylor & Shintaro Okazaki
   
3. Article Summary: Add synopsis of the chosen marketing research article.
   • Summary of your chosen research article by explaining its importance to MidwayUSA, the industry in which the company operates (Online retailer of hunting and outdoor goods), or a product your chosen company sells from the perspective of "global competition" and/or "global communication."
4. Data Collection Methods: Give details about the data collection conducted in your chosen article.
   • Identify the data collection instruments used in your chosen article.
   • Explain how the process of data collection is employed in the research conducted in your chosen article.
   • Explain the sampling and measurement approach employed in your chosen article.
5. Principles of Information Analysis: Explain the principles of information analysis.
   • Add examples of how the research in your chosen article adheres to the quantitative, or qualitative principles of information analysis (refer to Chapters 9 and 10 in your textbook).
6. Data Preparation:
   • Add examples explaining how the process of quantitative or qualitative data handling, preparation, and analysis was employed in the study of your chosen article.
7. Credibility: Explain how credibility is established in data analysis.
   • Add facts that made the study in your chosen article credible (refer to pages 246-248, and 261-263 in your textbook).
8. Informing Marketing Decisions: Report based on the data analysis in a study to provide business solutions for a marketing research problem.
   • Explain how the results of the data analysis answer the marketing research questions as presented in the article of your chosen study.
   • Explain how the results of a data analysis can be used to inform marketing decisions.
   • Interpret the results of a data analysis using non-technical business language.