•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 findings52
18How 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 53So 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 considerations54Decide 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 statement55
19Formulate research questions and hypothesesAsk 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?56Some 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? 57Simple example58Is there a difference between men and women in how often they eat at fast-food restaurants (frequency)?•H0:there is no difference between men and women in how often they eat at fast-food restaurants•H1: 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?
20Get help!•You have until next Friday (September 30th) 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 tutorial59Recap•Review Lecture 9 notes and Chapter 17• Research participation A closes this weekKey Concepts•One sample t test•Two independentsamples t test•Paired samples t test•One way ANOVA•One‐tailed vs. two‐tailed ttest60