Reference no: EM132399651 , Length: word count : 1100

MARK2052 Marketing Research, University of New South Wales, Australia

Task: Answer ALL questions below

Question 1: A market research company and a television network are trying to see if seriously short breaks (shorter, more concise advertisement breaks) are more effective in generating recall (measured as percentage of customers recalling the ad) and liking for the advertised products and services (measured on a 1 to 7 Likert scale with lower number meaning less positive evaluations), than more traditional advertising breaks. State ONE null hypothesis and ONE alternative hypothesis.

ATTITUDES TOWARDS WATER CONSERVATION IN A DROUGHT- STRICKEN AREA OF AUSTRALIA

In light of Australia’s dry weather conditions, managers and policy makers have had to try new ways of reducing the population’s water consumption. Policy tools such as price increases are politically contentious and other mechanisms such as increasing supply through desalination plants and new dams are expensive and have environmental consequences. One way of reducing household water consumption
behaviours is to change people’s attitudes towards consuming and conserving water.

Behaviour change through social marketing may also be a cheaper way to do it too.

As a market researcher, suppose you want to collect some primary data to try to understand:

i. what residents’ intentions are in terms of conserving water in the next 12 months (measured using two items anchored from 1 to 7, where 7 indicates higher intention)

ii. what their attitudes are to conserving water (measured using three items anchored from 1 to 7, where 7 indicates a higher attitude)

iii. the degree to which they perceive they have the control to save water over the next 12 months (measured using two items anchored from 1 to 7, where 7 indicates higher perceived behavioural control)

iv. the importance of the views of significant others (such as friends and family) in influencing their decision to conserve water (measured using three items anchored from 1 to 7, where 7 indicates a greater influence from significant others).

This will help you to create more efficiently targeted marketing communications.

Question 2: Outline a proposed study to find the answers to these questions. Specify the kinds of things you ought to measure and how you would collect the data to help you answer these questions. The answer to this question should not be more than 200 words.

Question 3: Specifically, how might you summarise the key data (e.g., attitudes, intentions, perceived behavioural control and social norms) to get an overview of what residents are saying?

Question 4: Specify a hypothesis that you might generate.

Question 5: Open up the data file ‘water.xlsx’ or ‘water.sav’, depending on whether you prefer to do the analysis in Excel or SPSS (Note: this is hypothetical data based around a real study.) Are attitudes, social norms, perceived behavioural control and intentions positive? Run some one-sample t-tests based on test values you determine, and comment on the results. Communicate these results as if you are presenting them in a marketing research report. Include the relevant output(s) and your interpretation.

GAMBLING IN YOUR COMMUNITY: WHAT DO THE LOCALS THINK?

When a new pub or tavern with electronic gaming machines (EGMs) opens in your community, often its impact upon the community has to be evaluated by the local council. Suppose, in one such case, the local council ran a survey. Specifically, the council wanted to assess community awareness about the application for gaming machines in the development, and what community attitudes were towards the new
tavern with its EGMs. The findings from the research were intended to provide the council with a detailed understanding of community views towards EGMs.

Several questions were asked to ascertain residents’ attitudes and perceptions of changes to wellbeing as a result of the EGMs. Hypothetical responses to this data can be found in ‘gambling.xlsx’ or ‘gambling.sav’, depending on whether you prefer to do the analysis in Excel or SPSS. Some questions included community awareness of the application to install gaming machines and the degree of support that residents had for the initiative, including:

i. Whether or not residents were aware of the application to install gaming machines at the new development (‘Were you previously aware of the application for a licence to install gaming machines at the proposed tavern?’). This is Q2 In the dataset.

ii. Whether or not residents were aware of the application to install 40 gaming machines at the new development (‘Were you previously aware that the application is for a licence to install 40 gaming machines at the proposed tavern?’). This is Q3 in the dataset.

iii. Whether or not they would support or oppose the tavern going ahead in light of it having 40 EGMs (‘To what extent do you support or oppose the proposal to install 40 gaming machines at the proposed tavern?’). This is Q6 in the dataset.

iv. Whether or not they would support or oppose the tavern going ahead if it did not have the EGMs (‘To what extent would you support or oppose the proposal to build the tavern if it did not have gaming machines?’). This is Q7 in the dataset.

Question 6: Specify some hypotheses that you might want to test to ascertain (i) the degree to which residents were aware of the application for gaming machines, and (ii) whether or not residents support the proposed development going ahead.

Question 7: What test(s) would you run to test your hypotheses?

Question 8: Specifically, access the data and perform the following tests (which you may have already done based on your answers to the above). What do the results tell us? Communicate these results as if you are presenting them in a marketing research report. Include the relevant output(s) and your interpretation.

a) Run Chi-square tests to determine if awareness (based on Q2 and Q3) is evenly distributed.

b) Run one-sample t-tests to determine if support for the installation of gaming machines (based on Q6 and Q7) is different from 3.

Attachment:- Assignment Data File.rar