Research Methods in Marketing

Data Analysis

Remembering an advertisement is great, but does the viewer connect that with the brand name? Recall is an important aspect of purchase intention.

Remember that the discussion takes place over two weeks and your weekly posts must be made in the specified week to earn credit.

WEEK 7 MAIN DISCUSSION POST:

You assignment is to measure how well a nationally branded product is doing with regard to consumer recall, you will complete a study of your choice. Select a Branded product (target product) that is not geared toward a specific gender market.

State the Product & Brand
Create a 3-question survey that includes:

• A gender question
• A recall question
• A Likert Scale Question on Recall
• Survey 5 Males & 5 Females

The Research Presentation

Completing a survey is part of a process that includes analyzing the results and applying it to the situation. You will be using SPSS to statistically analyze the results of last week’s survey.

WEEK 8 MAIN DISCUSSION POST:

Create a PowerPoint presentation with following slides:

• Slide 1: Name of Product, List of the Survey Questions & Choices
• Slide 2: Descriptive Statistics for Gender: a Pie Chart & a Frequency Table (SPSS)
• Slide 3: A Line or Bar Graph & Frequency Table of the Recall Question (SPSS)
• Slide 4: A Descriptive of the Likert Scale Question by Gender (SPSS)
• Slide 5: A Hypothesis Test that compares Recall by Gender (SPSS). Include the Null & Alternative Hypotheses, the SPSS output and the decision: whether the Null is Rejected. (alpha =.05)