REFLECTION + DATA CASE ANALYSIS

IMPORTANT INFORMATION

Worth: 30 %

Due: Wk. 14, Wednesday 31 May 11:59pm (released: Friday 26 May 9am)

Grace period:  will accept submissions till 7th June, Wednesday 11:59pm, with no penalty.

Learning Outcomes: 1, 2, 3, 4

Length: 1000 words (excludes appendix & references, do not exceed word limit)

Point split:100 points with two parts: Data Case Analysis 80 points, Reflection 20 points

Format: Word doc. (no pdf's), 12-point font with 1.5 spacing.

PART A – REFLECTION, 20% (approx. 300 words)

This reflection aims to demonstrate how your knowledge about marketing research has progressed during the semester. Write one reflection. Choose one of your weekly reflections from Canvas from week 1 to week 12.

In your weekly Canvas modules, you were asked to reflect (think) about your current understanding    and what you have learned at the end of the module - to capture your understanding directly after   learning the new material. Please review your collection of reflections and choose ONE reflection that was the most illuminating moment that advanced your understanding of marketing research. Describe the weekly reflection that allowed you to see new, exciting, essential marketing research ideas. Copy and paste the most illuminating reflection into an appendix (a screenshot of your weekly reflection)

•   A reflection should NOT just describe what you have learned; the description is only one part of a good reflection.

•   You should reflect on;

o What you thought and felt about what you learned

o What you think and feel for now about what you learned

o How what you have learned has changed how you think

o How what you have learned has changed what you intended to do in the future

Important notes:

•   If you haven’t written any reflections in Canvas, choose your most important/ illuminating learning. You may lose points for not completing reflections in the Canvas module.

•   The word limit is a soft limit; meaning you can go somewhat beyond this limit without grading penalty.  But remember the more you write, the more contribution and insight the grader will expect to see.

PART B: DATA CASE ANALYSIS, 80% (approx. 700 words)

Data is abundant and everywhere. What’s scarce is the ability to get insights from data. The objective of data case analysis is twofold;

•   To provide an opportunity to demonstrate your ability to draw marketing insights using real- world data involving real business challenges.

•   To evaluate your ability to conduct critical marketing research, including the entire marketing research processes such as data preparation, data analysis, and communication and presentation of the key findings.

You are working at a marketing research firm and are approached by the client (see the scenario below) to conduct marketing research. You have designed a survey and collected the data. Next, you need to complete the following tasks:

(1) Descriptive analysis: Generate the main descriptive statistics from the survey data and discuss the key insights from the results.

(2) Hypothesis testing

•   Think about the questions you want to answer to achieve the project objective. What questions can be answered by using the data collected? Write down reasonable hypotheses.

•   Choose a specific test to answer each of the listed questions. You need to use at least one of the following statistical techniques once in the assignment:

o One-sample T-test

o Independent-samples T-test

o Paired-samples T-test

o Correlation Analysis

o Regression Analysis

You can use other necessary techniques learned in/outside this course. For each question, you will need to specify what test(s) was (were) used and what information from the survey, e.g. question(s)/variable(s) was used.