final project writeup

Alto_Project

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Marketing Research Dr. Altobello

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Overview of Project  You will create your own survey for a company.

 You don’t have to work for the company or even get permission from the company, but you will be surveying CUSTOMERS of this company

 Everyone must use Qualtrics  Collect data from the target market (at least 40

respondents)  Download the data into excel & analyze the data  Make marketing recommendations in a written

report

Alto_Project

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Broken up into multiple parts Part # Description Due date

1 • Choose the company • Identify the target market for the company (ie, who will be the

respondents completing the survey?) • Type up at least 10 questions (5 categorical and 5 metric) plus

the response options and how they will be coded (similar to the survey on Pages 258-259 of textbook)

10/7

2 • Create survey questions addressing those marketing concerns in Qualtrics;

• SHARE the survey with Dr. A • Once you get “clearance” on your survey, you will collect data by

sending out the online URL survey link to people who are in the company’s target audience

10/28

3 Data collection must be complete and you must submit the data file in XL Data analyst to Dr. A.

11/18

4 Analyze the data and write the paper (see paper requirements) 12/2

Qualtrics  Qualtrics: Log in using UNCP info

 https://www.uncp.edu/resources/institutional-research/surveys- assessment/qualtrics/qualtrics-log (scroll to bottom to log in using your UNCP credentials

 “+ Create Project”  Qualtrics Youtube page:

https://www.youtube.com/user/QualtricsSoftware  If you want a great videos from another marketing

research professor: https://www.youtube.com/watch?v=xkSUKTdD1Hs

 Must “share” your survey with me by sharing with “[email protected]”

Alto_Project

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Paper requirements  Title Page (with student name, class name, & professor name on it)  Table of Contents (number all pages)  Executive Summary (1 page)  Introduction (summary of the CLIENT/PROJECT, the project objectives & research

problems)  Method (brief description of the online survey)  Results

 Demographics  Measures of central tendency/Frequencies/histograms (Summarize; Ch 11)  At least 4 hypothesis test about percents or averages (Generalize; Ch. 12)  At least 2 independent t-tests (Compare, 2 group; Ch. 13)  At least 1 dependent t-test (Compare, 2 variable; Ch. 13)  At least 2 crosstabulations and/or correlations (Relate; Ch. 14)

 Conclusions and Recommendations  MUST HAVE AT LEAST 10 recommendations!

 Appendices  Copy of survey/codebook, statistical analyses/output (edited)

 Bibliography