Write a marketing research report using Wendys case and questionnaire Develop

Write a marketing research report using wendys case

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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
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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
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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?
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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
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