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Marketing Research Report
Title
 
School
Course: Marketing Research
Student Name (Id no.)
Coordinator Name
Lecturer/ Tutor Name
Date
 
Report Length: 2000 words +/- 10% (excluding references)
 
 
 
 
 
 
 
 
 
 
 
 
Table of Contents
 

Executive Summary ———————————————————————- P. 3
Research Issues and Objectives ——————————————————- P.
Methodology ——————————————————————————- P.
Result/ Findings ————————————————————————– P.
Conclusion and Recommendations —————————————————- P.

 
 
 
 
 
 
 
 
 
 
 
 
Guide line
Data analysis report- The data analysis report is an individual written piece of assessment that allows you to demonstrate your technical understanding of the important aspects related to marketing research. For this assessment, you will be provided with the following:
 

  • Case
  • Questionnaire
  • Dataset

 
To complete this assessment, you are required to write a short report on a set of data and answer specific questions using SPSS, which will be made available to you through the drop box.
 
Task Length: 2000 words +/- 10% (excluded references)
 
Follow the below and finish your report. The appendix is included the example for the questions. Also, please use the graphs in the examples to answers the questions. Also, there are the case study attach too.
The case study is answering in Executive summary, Research issues and objectives and Methodology.
The appendix example is answering Results/findings and Conclusions and Recommendations.
 
 
 
 
 
 
 
Executive Summary

  • – Brief background
  • – Research objectives
  • – Research methods
  • – Summary of main results/findings

– Conclusions and recommendations
Research issues and objectives

  • – Detailed Research background
  • – Study context
  • – Decision problem
  • – Research objectives
  • – Hypotheses or research questions

Methodology

  • – Exploratory, descriptive, causal or a combination of these
  • – Data collection methods (by interviews)
    • – What sampling units were used (businesses, individuals, etc.)?

Results/findings

  • – Results
  • – Corresponding charts and tables with comments
  • – Graphs and tables should provide a simple summary of the data, clear and concise

Conclusions and Recommendations
– Descriptive statements which generalise and summarise the results
– Evaluate each conclusion and develop actions
 
 
 
 
 
The questions of the results/ findings and conclusion and recommendations
Question 23. Cross-tabulate the fast-food consumption classification with the following demographic characteristics: age (S1), gender (S2), payment method (d1_3_Recoded), number of people living at home (d3a_1-4_Recoded), education (D5), income (d6_Recoded), employment (d7_Recoded), marital status (D8), and region.
Question 26. Do the ratings on the psychographic statements (q14_1 through to q14_7) differ for males and females? Formulate the null and alternative hypotheses and conduct an appropriate test.
Question 27. Do the respondents agree more with “I have been making an effort to look for fast-food choices that have better nutritional value than the foods I have chosen in the past” (q14_6) than they do with “I consider the amount of fat in the foods my kids eat at fast-food restaurants” (q14_5)? Formulate the null and alternative hypotheses and conduct an appropriate test.
Question 28. Can each of the restaurant ratings (q9_1, q9_7, q9_26, q9_36, and q9_39) be explained in terms of the ratings on the psychographic statement (q14_1 through to q14_7) when the statements are considered simultaneously?
Question 29. What conclusions recommendations do you have for Wendy’s management?
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Appendix
Q23: Cross-tabulate fast food consumption classification (recoded S3A) with the demographic characteristics: age(S1), gender(S2), payment method(D1), number of people living at home(D3A), education (D5), income (D6), employment (D7), marital status (D8), and region. Interpret the results.
In this cross-tabs we can clearly see the young people which in the category 18-24, in this part, from age increasing, young people have the maximum consumption. According to the cross-tabs, there has 575 respondents in the 12-24 part. In the other hand, 90 respondents visited the fast food restaurants 4 times in past four weeks.
Finally, total 1440 respondents, there has 1277 respondents used the payment is cash. College goers visits fast-food restaurant are more compared than graduates and post-graduates.
 
Q26: Do the ratings on the psychographic statements (q14_1, q14_2, q14_3, q14_4, q14_5, q14_6, q14_7) differ for males and females (S2)? Formulate the null and alternative hypotheses and conduct an appropriate test.
 
Null H: The ratings on the psychographic statements are differ for males and females.
Alternative H: The ratings on the psychographic statements are not differ for males and females.
 
According to the table, we can know the rating on the psychographic statement is differ for males and females.
Female are more concerned about the latest health and nutrition information, they prefer to buy products and nutritional levels, make more effort to understand what they eat food nutrients, and to consider them and their children food fat the amount. So reject Alternative H.
 
 
Q27: Do the respondents agree more with “I have been making an effort to look for fast-food choices that have better nutritional value than the foods I have chosen in the past” (q14_6) than they do with “I consider the amount of fat in the foods my kids eat at fast food restaurants” (q14_5)? Formulate the null and alternative hypotheses and conduct an appropriate test.
Frequency Table
 
Null H: q14_6 ＞q14_5
Alternative H: q14_6 ＜q14_5
Q14_6
Q14_5
According to the frequency tables, there has 2 variables:
The first variable is: I have been making an effort to look for fast food choices that have better nutritional value than the foods I have chosen in the past.
The second variable is : I consider the amount of fat in the foods my kids eat at fast food restaurants.
In this table,that two variables are all prove with 1st statement is higher than the 2nd statement.  So we agree with Null H: q14_6 ＞q14_5
 
 
Q28: Can each of the restaurant ratings (q9_1, q9_7, q9_26, q9_36, q9_39) be explained in terms of the ratings on the psychographic statement (q14_1, q14_2, q14_3, q14_4, q14_5, q14_6 and q14_7) when the statements are considered simultaneously?
Arby’s
In this table we can see that all the significance value of all the variables ＞.05. So we can say that any of the 7 psychographic statements cannot affect Arby’s rating.
Buger King’s
According to the table, the significance score of 3 psychographic statements ＜.05. So there had 3 variables affected Burger King rating, they are:
q14_4: I consider the amount of fat in the foods I eat at fast food restaurants .
q14_6: I have been making an effort to look for fast food choices that have better  nutritional value than the  foods I have chosen in the past .
Q14_7: I am eating at fast food restaurants less often out of concern for the high fat content in the foods at  fast food restaurants.
McDonald’s
According to the table we can see that significance score of 1 psychographic statement＜.05,  So McDonald’s can be explained by:
q14_7:  I am eating at fast food restaurants less often out of concern for the high fat content in the foods at  fast food restaurants.
 
 
 
 
 
 
Subway’s
According to the table we can see that significance score of 1 psychographic  statement ＜.05., So Subway can be explained by:
q14_7: I am eating at fast food restaurants less often out of concern for the high fat content in the foods at fast food restaurants.
 
 
Wendy’s
According to the table we can see that all the significance score of all the variables ＞.05. So we can say that the WENDY’s rating cannot be explained by any of all the psychographic statements.
Q29: Write a report for Wendy’s management summarizing the results of your analyses. What recommendations do you have for the management?
Customer:
From the cross-tab analysis we can know all the young people which in the category
18-24 part, from age increasing, young people have the maximum consumption. According to the cross-tabs, there has 575 respondents in the 12-24 part. In the other hand, 90 respondents visited the fast food restaurants 4 times in past four weeks. Female customers are more concerned about the latest health and nutrition information, they prefer to buy products and nutritional levels, make more effort to understand what they eat food nutrients, and to consider them as well as their children’s food the amount of fat.
Competitor
From the competitor coefficients analysis, that give an insight into how big market company they are, so how established businesses of the rich and powerful, and how to build them. This analysis helps Wendy enter the next important step to prepare a foreign land. Wendy would have let the US market will be the biggest competitor to counter McDonald’s.
Product
From the analysis of the cross tables can be know all the factors that health-conscious may be used alone to accommodate a factor. That this variable analysis represents health-conscious customers. Thus, although the health modeling based customer preferences, other variables should also be considered. The consideration will show that, while providing new products or in the assessment of how the presence of the products will be integrated into new markets and customer benefit.