Reference no: EM132413613

MARK977 Research For Marketing Decisions Assignment, T3 2019, University of Wollongong, Australia

1: RESEARCH PROPOSAL

Case: Choose one of the four case studies from Armstrong et al (2018 ).

Format: Max 1500 words (Please note, marks will cease to be awarded when the word count for this section reaches 1500 words).

Problem: For the case study you have selected, develop one qualitative (RQ1) and one quantitative (RQ2) research question and write a research proposal following the guidelines outlined in this document

SECTIONS OF THE RESEARCH PROPOSAL -

1. Executive summary - Summarises the entire project (cover both research objectives), including key recommendations.

2. Research objective(s) & intended outcome(s) - Clear statements of both research objective(s), including how it/they related to the management decision problem and the information needs associated with the management decision problem. Both (RQ1) and (RQ2) should be addressed. What do you expect to learn from the research?

3. Existing knowledge - What is already known about the problems? What might be available from internal sources? What might be available from general industry reports? How can this  information be used to inform the research? What is/are the relevant macro & micro environmental factors that need to be considered? NB: External sources may prove useful here. Both (RQ1) and (RQ2) should be addressed.

4. Overview of research design(s) - Type(s) of research needed and any overall design considerations. Consideration of any potential ethical issues related to the research, research approach, etc. Link with research problem(s), etc and any relevant case information, etc. Both (RQ1) and (RQ2) should be addressed.

5. Target demographics - Who/what are the target research participants? Is there one group or are their multiple groups? Where are target participants found (geographically)? Do target participants have any special (identifying) attributes or expertise that need to be considered? If organisations form part of the target demographic, then is there someone (or position) within the organisation that needs to be considered? Both (RQ1) and (RQ2) should be addressed, though some/all elements might be shared.

6. Research methodology - sampling issues - Sampling procedures and sample size considerations with justification. Identification of potential sampling frames. Both (RQ1) and (RQ2) should be addressed, though some elements might be shared.

7. Research methods - data collection - Which data collection method(s) is (are) most appropriate for the research participants? Looking at the information needs, how will data be collected for each element of the research objectives. Exploratory designs should include type and method of data collection, consideration of any projective techniques required/used, etc.

If descriptive research, designs should include type and method of data collection, example questions (if relevant). If experimental, designs should include type of design, manipulation and measurement, etc.

Throughout you need to pay attention to 4 Cs (Coherence, Comprehensiveness, Conciseness, and Clarity).

2: DATA ANALYSIS AND REPORTING

Case: Wendy's: History & Life After Dave Thomas

Format: Data analysis output from the tests conducted. Highlight (yellow or green) the key data points (i.e., relevant significance level(s), and key values) that you need to pay attention to for the tests done in order to determine significance and interpret the results.

Max 600 words for the report. Please note that the word count includes any tables in that report.

Group number: Take the last two numbers of your student ID number; for instance, if your student number is 1234567, then the two numbers to use are 7. The tasks you are assigned to do for the analysis section of the final assessment are indicated by the task number in the table:

LAST NUMBER IN YOUR STUDENT ID	TASK NUMBER
0 or 1	1
2, 4, 5 or 9	2
3 or 8	3
6 or 7	4

Case analysis: Using the Data file named above (see moodle), undertake the following tests. For each test pay attention to the specific variable(s) or participants associate with the task number you have been assigned. Write your report presenting and interpreting your results.

Test 1: For the relevant responses, use the chi-square (and/or related) test to determine if there is an association between the two variables assigned to you. Please combine the response categories for the variables (as indicated below) before undertaking the test. Report your results.

TASK #	VARIABLES TO USE	DATA ADJUSTMENT
1	Last time ate at Arby's Last time ate at Wendy's	Arby's data: combine 'never' with next closest category, combine two most frequent categories. Wendy's data: combine 'never' with next closest category.
2	Last time ate at Burger King Last time ate at Wendy's	Burger King data: combine 'never' with next two closest categories. Wendy's data: combine 'never' with next closest category.
3	Last time ate at McDonald's Last time ate at Wendy's	McDonald's data: combine 'never' with next two closest categories. Wendy's data: combine 'never' with next closest category.
4	Last time ate at Subway Last time ate at Wendy's	Subway data: combine 'never' with next two closest categories. Wendy's data: combine 'never' with next closest category.

Test 2: Divide the sample into two roughly equal groups based on the variable indicated below (NB, with most of the assigned variables groupings should be based on adjacent categories). Using an independent-samples t-test, determine whether the assigned variable (based on the 2nd last number in your student ID - 1234567) impacts on the response to the question specified below.

TASK #	EQUAL GROUPS BASED ON	IF THE 2ND LAST NUMBER OF YOUR ID IS...
		1, 2, 3, 4, 5 OR 6	7, 8, 9 OR 0
1	Age	Read nutritional label	Consider amount of fat
2	Level of education	Consider amount of fat	Stay current on health etc
3	Annual income (family)	Eating fast food less often	Read nutritional label
4	Number of adults in home	Stay current on health etc	Eating fast food less often

Test 3: Using only the participants specified for your group in the table below, use a one- sample t-test to determine whether they rate that outlet positively.

TASK #	GROUP TO TEST
1	Have eaten at Wendy's in the last 4 weeks
2	Have eaten at Burger King in the last 4 weeks
3	Have eaten at McDonald's in the last 4 weeks
4	Have eaten at Subway in the last 4 weeks

Test 4: Using the same participants as specified in Test 3, undertake a multivariate regression that determines the extent to which health related issues (i.e., questions 14.1-14.7) relate to that restaurant's rating. Remember to report the relevant results for both the overall model and coefficients.

Note - Write down which tasks should be done and reported afterward:

Test 1: Do task 4 (Subway and Wendy's).

Test 2: Do task 2b (That is, develop groups based on "level of education" and test whether participants differ on "Stay current on Health").

Test 3 and 4: Do task 3 (That is, use only participants who have eaten at McDonald's in the last four weeks and the variables appropriate to them).

Attachment:- Research For Marketing Decisions Assignment Files.rar