assign 2 draft copy.docx - MKF2121 MARKETING RESEARCH METHODS SEMESTER 1 2019 ASSIGNMENT 2 RESEARCH REPORT Word count 1896 1 The Marketing Research

assign 2 draft copy.docx - MKF2121 MARKETING RESEARCH...

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MKF2121 MARKETING RESEARCH METHODS SEMESTER 1, 2019 ASSIGNMENT 2: RESEARCH REPORT Word count: 1896 1
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The Marketing Research Problem (MRP) is to identify and better understand the key drivers/predictors of perception of the quality of the Australian made logo. Specifically, consumers were asked questions about their attitudes and their intention towards Australian Made Campaign Limited (AMCL) which is a non-profit organization that aims to promote products manufactured or grown in Australia. Moreover, Demographics were collected. Upon answering the specific components of the MRP, The Australian Made Logo will have a better insight as to their consumers’ decision-making behaviour and their needs. Therefore, this will allow them to develop new ideas about the perception of the quality of the Australian Made Logo. Specific Components: 1. To investigate whether the attitude of Australians have any influence on the perception of quality with the Australian made logo . 2. To examine if the purchase intention for products influences the perceptions of quality with the Australian made logo. 3. To determine whether the advertisement impacts the perception of quality with the Australian made logo. 4. To investigate whether gender effects the perception of quality with the Australian made logo. 2
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Research Approach: For component 1 : RQ1 : Is there a relationship between values and the perception of quality of Australian made logo? H0: There is no linear relationship between values and the perception of quality of Australian made logo H1: There is a linear relationship between values and the perception of quality of Australian made logo Proposed Test : Correlation Analysis (Q2.4_2 & Q6.3) RQ2 : Is there an association between being sociable and the perception of quality of Australian made logo? H0: Being sociable does not affect the perception of quality of Australian made logo H1: Being sociable does affect the perception of quality of Australian made logo RQ3 : Is there a relationship between being efficient and the perception of quality of Australian made logo? H0: Being efficient does not affect the perception of quality of Australian made logo H1: Being efficient does affect the perception of quality of Australian made logo RQ4 : Is there a connection between open minded and the perception of quality of Australian made logo? H0: Being open minded does not affect the perception of quality of Australian made logo H1: Being open minded does affect the perception of quality of Australian made logo Proposed Test for RQ 2,3 & 4: Multiple Regression DV = perception of quality of Australian made logo (Q6.3) (Y) IV = Being sociable (Q41_5) (X1) Being efficient (Q 41_1) (X2) 3
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Being open minded (Q41_6) (X3) For component 2 : RQ5 : Is there a relationship between reliability and the perception of quality of Australian made logo?
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