Reference no: EM132692490

MKTG2010 Marketing Research - The University of Newcastle

Assessment - Data Analysis Report

A professional marketing research report has four objectives:

(1) To effectively communicate the findings of the marketing research project
(2) To provide interpretations of those findings in the form of sound and logical recommendations,
(3) To establish the credibility of the research project, and
(4) To serve as a future reference document for strategic or tactical decisions.

You have been asked to prepare a marketing research report for the Marketing Manager of Rule 1.

Rule 1 describe themselves as being "Athletes, Bodybuilders, Crossfitters & Powerlifters. Guys who've lifted a few million lbs & downed a few thousand scoops of protein. We're also supplement pros who've done this before. Guys who know the difference between the good stuff & the over-hyped wannabes. Creating and delivering the best protein powders and nutritional supplements in the world; that's our mission. It's an ongoing quest. Being good is never good enough. We wake up every morning thinking about ways to improve our products and processes. To be the best, you never stop striving".

Rule 1 is looking to adopt a celebrity to endorse Rule 1 proteins and are in discussions with Ryan Reynolds and Dwayne Johnson. Before making their decision, Rule 1's in house marketing team conducted a mixed method study utilising projective techniques and a quantitative survey to investigate consumer associations with the two celebrities, and other consumer judgements such as familiarity and attitudes towards the celebrities.

Initial Research Question - Decision Maker's Purpose
Should Rule 1 sign Ryan Reynolds or Dwayne Johnson to endorse Rule 1 proteins?

Redefined Research Questions

1. What associations do consumers hold with Ryan Reynolds and Dwayne Johnson?

2. What are consumer attitudes towards Ryan Reynolds and Dwayne Johnson?

3. Which celebrity is more familiar?

4. Which celebrity do consumers perceive to be a better fit with Rule 1 products?

5. How does perceptions of celebrity to product fit influence consumer intention to purchase Rule 1 proteins?

6. Is having an attractive endorser more important than having an endorser that fits the endorsed product?

7. Which celebrity do consumers think should endorse Rule 1 proteins?

8. How do consumer attitudes and behavioural intentions differ depending on a consumer's demographic and psychographic profile?

Research Objectives

1. To identify the associations that consumers have with Ryan Reynolds.

2. To identify the associations that consumers have with Dwayne Johnson.

3. To compare and contrast consumer associations between Ryan Reynolds and Dwayne Johnson.

4. To determine if consumer attitudes towards Ryan Reynolds are negative or positive (significantly different to a mean rating of 4 on a seven point scale).

5. To determine if consumer attitudes towards Dwayne Johnson are negative or positive (significantly different to a mean rating of 4 on a seven point scale).

6. To compare consumer familiarity of Ryan Reynolds against familiarity of Dwayne Johnson.

7. To compare consumer perceptions of celebrity to product fit between Ryan Reynolds and Dwayne Johnson.

8. To determine the relationship between consumers perceptions of celebrity to product fit and purchase intention.

9. To compare the importance of having an attractive endorser against having an endorser that fits with the product.

10. To determine the relationship between age (age groups 18-35 and 36+ years) and celebrity preference.

11. To compare attitudes towards Ryan Reynolds between light, medium, and heavy protein users.

12. To compare attitudes towards Dwayne Johnson between light, medium, and heavy protein users.

Attachment:- Marketing Research.rar