The Marketing Research ProjectPurposes of the ProjectBenefits to be GainedMajor Project PhasesProject Time LineWhat YOU Have to DoOutline of the Research ReportSlide 8IntroductionObjectivesResearch MethodologySlide 12SamplingData CollectionTabulation & AnalysisDescription of the SampleStatistical OutcomesConclusions & RecommendationsLimitationsAnnotated QuestionnaireExampleFormat RequirementsThe Marketing Research The Marketing Research ProjectProjectPurposes of the ProjectPurposes of the Project1. Give you practical experience at conducting a marketing research project.2. Develop a systematic understanding of consumer perceptions of e-security.3. Develop a systematic understanding of consumers’ role in e-security.Benefits to be GainedBenefits to be Gained1. Practical experience2. Exposure to a professional experience3. Satisfaction of producing a product4. Application of skillsMajor Project PhasesMajor Project Phases1. Questionnaire Development2. Primary Data Collection3. Data Input and Analysis4. Marketing Research ReportProject Time Line•1/23 Questionnaire Prep•1/23 to 3/5 Data Collection•3/5 to 4/2 Data Entry•4/2 to 4/23 Data Analysis & Report Prep•4/234/23 Report DueWhat YOUYOU Have to Do1. Understand how questionnaire was designed2. Understand how the data was collected3. Analyze the data4. Write the research reportOutline of the Research Report•Title Page•Introduction•Objectives•Research Design and Methodology–Research Method–Sampling–Data Collection–Tabulation and Analysis Procedures–Sample DescriptionContinued on next slideOutline of the Research Report•Results–Description of outcomes associated with each statistical procedure employed–Description of outcomes associated with each hypothesis•Conclusions•Recommendations•Limitations•AppendicesIntroduction•Brief description of the study–Purpose–Information gathered from secondary sources–When, where, with whomObjectives•Motivation for conducting the study•General statement of purpose (managerial question)•Describe specific managerial decisions supported by the survey•List and discuss the specific research questions•HypothesesResearch Methodology•Describe type of methodology used•Why this methodology was appropriate (relative to objectives)•Data collection methods usedResearch Methodology•Describe the instrument–How it was laid out–How the constructs were measured.Sampling•Sampling method chosen & why appropriate•Specific methods used to select sample•Difficulties encountered when specifying/selecting sample•Brief discussion of sample size–Sample achieved–Minimum required (includes how determined)–Explain why achieved different from requiredData Collection•Describe–How–When–Where data were actually collected•Note problems encountered in the field–Respondent cooperativeness–Non-response–Respondent difficulty in understanding the questionnaire–Other aspects that might have affected quality of the resultsTabulation & Analysis•Brief summary of–Procedures used to screen questionnaires for accuracy & completeness–Procedures used to code open-ended questions–Information about data record layout and how data entry was performed–Description of software programs used–Description of software procedures usedDescription of the Sample•Meant to familiarize the reader with the characteristics of the respondents•Thus, primarily want summary tables or graphs of key descriptive characteristics•Use percentages, not the raw numbers•Mention 2 or 3 of the key characteristics of the sample.•Refer your reader to the Annotated Questionnaire (in the Appendix) for a complete analysis of the sampleStatistical Outcomes•Discuss outcome of all statistical procedures•Describe the findings for EACH hypothesis.•Do not simply repeat the information in your data tables.•Do not explain what the results mean – you’ll do that in the Conclusions section.Conclusions & Recommendations•We’ll discuss this later in the semester•For now, understand that these sections, while not the most extensive, are the most important•They tell the client what the results mean and what should be done•Conclusions are statements of what the analyst believes the findings mean•Recommendations suggest courses of action that should be pursuedLimitations•ALLALL marketing research studies have limitations•Highlight the key limitations of the project•Briefly discuss the expected impact of each and/or the concern that should be given to eachAnnotated Questionnaire•Simple matter of extracting key figures from your computer printouts and placing them on a clean copy of the questionnaire usedExampleYour electric utility company is considering a proposal to allow you to pay your monthly bill at the customer service desk of local supermarkets. If this option were available, would you:Definitely use the service 7.2%Probably use the service 24.2%Might use the service 23.4%Probably not or definitely not use the service38.1%Refused to answer or Don’t Know6 Missing valuesAverage value 2.81Format Requirements1. Due NLT Wednesday, April 23rd.2. Must be typed & double-spaced.3. Use Times New Roman 12-pt. font.4. Page numbers must be included.5. Length is NOT a grading criterion.6. Must be securely bound in some type of a binder (this does NOT mean a staple or an envelope).7. All references must adhere to Journal of Marketing style.8. No print-outs (originals or copies) from SPSS allowed. All tables must be the student’s original