Reference no: EM13919663
You have been asked to prepare a report for a Marketing Manager. An organisation has undertaken research and has access to raw qualitative (focus group transcript) and quantitative (SPSS data file) data. The Marketing Manager has asked you to interpret the data, and provide recommendations regarding the company's research objectives (scenario posted on Blackboard).
Using the two data files provided on Blackboard you are required to prepare a report that details both qualitative and quantitative analysis. You must link your qualitative and quantitative findings back to the research objectives specified, and make recommendations to the Marketing Manager in response to the Management Decision Problem (MDP).
You are required to undertake:
Qualitative Analysis (using the focus group transcript posted on Blackboard)
→ Select and analyse two themes/aspects/issues you have identified;
→ Describe and interpret findings including evidence such as quotes to ?support the interpretations you have made;
→ Construct a visual model (graph, chart, map) to illustrate your findings;
→ Seek secondary source to provide rationale for your findings.
Quantitative Analysis (using the SPSS data set posted on Blackboard)
→ Describe the characteristics of respondents (frequencies, descriptive ?statistics)
→ State null and alternative hypotheses:
oPerform three tests of difference (independent/paired samples)*
oPerform three tests of association (correlation, cross-tabs)*
Conclusions and Recommendations
→ Provide a summary of findings for that Marketing Manager (compare and contrast the results of your qualitative and quantitative analysis);
→ Discuss findings linking back to the research objectives specified;
→ Make a recommendation in response to the MDP
For each statistical test you must: state the purpose of the test and the results obtained (including test statistic and p-value), provide a statistical interpretation as well as a non-statistical interpretation (for the Marketing Manager).
Attachment:- Assignment.rar
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