Marketing Research

Assessment 3 – Data analysis report Assessment Type Purpose • Report • You have been asked to prepare a report for a Marketin" rel="nofollow">ing Manager. An organisation has undertaken research and has access to raw qualitative (focus group transcript) and quantitative (SPSS data file) data. The Marketin" rel="nofollow">ing Manager has asked you to in" rel="nofollow">interpret the data, and provide recommendations regardin" rel="nofollow">ing the company’s research objectives (Scenario posted on Blackboard). Description • Usin" rel="nofollow">ing the two data files provide on Blackboard you are required to prepare a report that details both qualitative and quantitative analysis. Assessment Criteria Sixteen criteria will be used: • Identification of Key Themes (1 mark) • Interpretation of Theme 1 (2.5 marks) • Interpretation of Theme 2 (2.5 marks) • Use of Evidence (2 marks) • Data Display (2 marks) • Verification via Secondary sources (2 marks) • Respondent Profile (2 marks) • Test of Difference Selection (1.5 marks) • Test of Difference Interpretation (4.5 marks) • Test of Association Selection (1.5 marks) • Test of Association Interpretation (4.5 marks) • Summary (1.5 marks) • Discussion (2.5 marks) • Recommendations (2 marks) • Formant and Clarity (2 marks) • Referencin" rel="nofollow">ing (1 mark)