MR LAST ASSIGNMENT.docx - Data Analysis Report MKTG2010...

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Data Analysis ReportMKTG2010LECTURER:DR RITASUBMITTED BY:HARRY NAYAN GOVINDASWAMY C3320418
Table of ContentsExecutive summary...................................................................................................................................21.0 Introduction.........................................................................................................................................32.0 Qualitative Analysis.............................................................................................................................32.1 Overall Summary of Focus Group.................................................................................................32.2 Interpretation of Theme 1...............................................................................................................42.3 Interpretation of Theme 2...............................................................................................................53.0 Quantitative Analysis..........................................................................................................................73.1 Respondent Profile and Descriptive Analysis................................................................................73.2 Hypothesis............................................................................................................................................9Results: Hypothesis 1.............................................................................................................................9Results: Hypothesis 2...........................................................................................................................10Results: Hypothesis 3...........................................................................................................................10Results: Hypothesis 4...........................................................................................................................11Results: Hypothesis 5...........................................................................................................................11Results: Hypothesis 6...........................................................................................................................124.0. Conclusion.........................................................................................................................................134.1 Recommendations..........................................................................................................................136.0 Appendices.........................................................................................................................................14Appendix 1...........................................................................................................................................14Appendix 2 - Hypothesis 1...................................................................................................................17Appendix 3 - Hypothesis 2...................................................................................................................17Appendix 4 - Hypothesis 3...................................................................................................................18Appendix 5 - Hypothesis 4...................................................................................................................18Appendix 6 - Hypothesis 5...................................................................................................................19Appendix 6 - Hypothesis 6...................................................................................................................20
Executive summaryThe purpose of this report is to generate research to help the management identify factors and elements that influence and impact consumer response to media images published by this magazine. There will be the use of both qualitative and quantitative research, a focus group
transcript will be dissected and an SPSS data file of collated data will be disseminated through descriptive statistics as well as hypothesis tests.1.0 IntroductionTo start, the motivation behind this research study is to give thoughts to enable the management to distinguish elements that will impact consumer reaction towards the pictures used by the organization's marketing team. This examination will have the option to give knowledge to the management on the attitudes that customers with various personalities have towards the portrayalof body image used in media pictures. Both qualitative and quantitative data analysis will be executed by utilizing the data gathered from a focus group as well as an SPSS data document that comprises of data accumulated from 283 members from three countries through survey questions. A couple of significant variables, for example, sex and nationality are stressed to inspect a few of the hypothesis in this report. A number of tests such as Pearson's/Spearman's correlation, paired-samples t-test, independent sample t-test and one-way ANOVA were completed to recognize any relationship/differences between the variables. Qualitative research will be useful as it notes the attitudes, perspectives and opinions of the members whilst the quantitative research will give actual statistics which may be used to study and resolve the objectives the management has set.2.0 Qualitative Analysis2.1 Overall Summary of Focus GroupThe focus group discourse begins with the presentation and distinguishing of various personalities within the interviewees. Since all five personality types were available within the
members, the mediator asks the focus group what comes to mind when they think of body image in media, to which the participants mainly agree that it looked shallow/superficial and that the media advances athletic bodies in light of the fact that there is a steady interest for it.

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