•
Write a marketing research report using
Wendy’s
case and questionnaire
•
Develop marketing research problem, research
questions and hypotheses
•
Test the hypotheses with SPSS
•
Report and interpret your findings
52
18
How to get started?
•
Find out what information is collected through the
questionnaire!
•
Why? Because you cannot test a hypothesis
without relevant data
•
The
tutorial exercises and mini task questions
are really helpful
53
So what is in the questionnaire?
•
Demographic info – age, income, employment
status, gender, marital status, family composition
•
Behaviour – frequency, restaurant choice,
recency, ease of decision, payment method
•
Beliefs and attitudes – ratings of various fast
food chains; health considerations
54
Decide what you want to study - MRP
•
Overall statement
“to better understand ____.” You need to fill in a
blank with a customer
attitude, belief or
behaviour construct
that is
measured by the
Wendy’s questionnaire
.
•
And at least
two components
for this overall
statement
55
19
Formulate research questions and hypotheses
Ask yourself these questions:
•
Are the two variables related? (test of association)
•
Is the average of a particular variable the same for
different groups (test of differences)?
•
In what way could this be of interest to a manager?
•
Do I find the question interesting?
56
Some typical research questions could be…
•
Do different segments (populations) behave
differently along a particular dimension
(behaviours/attitudes)?
•
Are there associations between certain
characteristics, attitudes and behaviours?
57
Simple example
58
Is there a difference between men and women in how
often they eat at fast-food restaurants (frequency)?
•
H
0
:
there is no difference between men and women in
how often they eat at fast-food restaurants
•
H
1
: there is a difference between men and women in
how often they eat at fast-food restaurants
•
Which statistical test to use?
•
Why should managers care about this question?
20
Get help!
•
You have until next Friday (
September 30
th
) to
get feedback on your research questions and
hypotheses
•
As simple as filling out a
form
(on Moodle) and
email it to your tutors
•
Get feedback in the tutorial
59
Recap
•
Review Lecture 9
notes and Chapter 17
• Research
participation A closes
this week
Key Concepts
•
One sample t test
•
Two independent
samples t test
•
Paired samples t test
•
One way ANOVA
•
One
‐
tailed vs. two
‐
tailed t
test
60
