To determine the effectiveness of the brand’s newly-launched social media account, you are to analyse the data they have collected and develop a research report.

·      The focus is on interpreting and communicating results. Merely presenting results is of little value and analyses is useless if it is not linked back to the research context. It may help to think about implications for the relevant industry, the brand’s marketing mix (4 Ps), consumer behaviour, etc.

·      A submission guide is available on Blackboard, and assessments must be submitted through Turnitin (.pdf) and a hard-copy to your tutor (online students exempt) by the stated due date (see Unit Outline).

·      There are several different data sets. You are to analyse ONLY the data set you are randomly allocated, as per the instructions on Blackboard. Utilizing any other data set will result in a mark of ZERO.

·      You must ensure that each variable in SPSS has your student number at the beginning of the label (not variable name). E.g. “13358432_1= Mobile, 2 = Tablet…”. Failure to do so will result in a ZERO mark.

·      Direct presentation of SPSS tables or graphs in the main body of your report will result in a ZERO mark. Using Excel to produce tables and graphs is advised, with raw SPSS output in Appendices (see Exemplar)

1)    EXECUTIVE SUMMARY (5 marks)

The executive summary is a concise 1-page summary of the research project, key findings, interpretations, and recommendations. It is not an introduction

,

and should contain excerpts of the key information you want to communicate. (Approx. 200 words)

2)    COVER PAGE, CONTENTS PAGE, LISTS OF TABLES AND FIGURES

(Contributes to verbal and visual communication marks)

3)    DESCRIPTIVE ANALYSES (RESULTS AND INTERPRETATION) (25 marks)

1. Comment on the extent to which the Device Used differs across the three psychographic groups. Provide your interpretation of why this may be. (Approx. 200 words)

• [FREQUENCY] (Background Variable: Psychographic groups [Dataà Split file à Organize output by groups])

1. Comment on the extent to which the Time of Day in accessing the social media page differs across four age groups. Provide your interpretation of why this may be. (Approx. 200 words)

• [FREQUENCY] (Background Variable: Age groups [Dataà Split file à Organize output by groups])

1. Comment on the extent to which a range of Interaction Times

   differ

   across gender. Provide your interpretation of why this may be. (Approx. 200 words)

• [FREQUENCY] (Background Variable: Gender [Dataà Split file à Organize output by groups])

1. Use measures of central tendency to compare the Monthly Social Media Visits of the three psychographic groups. Provide your interpretation of why this may be. (Approx. 200 words)

• [CENTRAL TENDENCY – Mean, median, mode] (Background Variable: Psychographic groups [Dataà Split file à Organize output by groups])

1. Comment on the variability of the 4 items of Social Media Involvement (II_1, II_2, II_6, II_9) for one psychographic group. Interpret what could explain this variability (Approx. 200 words)

• [DISPERSION – Standard deviation] (Background Variable: Psychographic groups [Dataà Select cases à If condition is satisfied à Psycho = the group you wish to analyse)

4)    DESCRIPTIVE ANALYSES (RECOMMENDATIONS) (10 marks)

What strategies should the brand put in place to increase the Monthly Social Media Visits for those who visit the social media page at key points in the Time of Day? (Approx. 300 words) [Crosstab]

• Use specific reference to the analysis and interpretations of the data (from Crosstab analysis) to support your recommendations.

• Link recommendations with existing industry-relevant marketing examples (screenshots, pictures, etc.), the lifestyle of users, and the 4P’s of marketing (show actual examples to support).

5)    INFERENTIAL ANALYSES (RESULTS AND INTERPRETATION) (30 marks)

1. Comment on the extent to which Interaction Time with the social media page differs for those who most commonly access the page in the morning and those at night (Time of Day). Provide your interpretation of why this may be. (Approx. 200 words) [T-TESTS]

1. Comment on the extent to which the Social Media Perception differs with the four Age Provide your interpretation of why this may be. (Approx. 200 words) [ANOVA]

1. Determine what “factors” of Social Media Involvement emerge in your data. Provide conceptual explanations for why these factors may have emerged. (Approx. 200 words) [F.A.]

1. Comment on the impact of the number of Monthly Social Media Visits on user’s Social Media Perception, depending on whether the Incentive was offered or not. Provide your interpretation of why this may be. (Approx. 200 words) [LINEAR REGRESSION]

• (Background Variable: Incentive [Dataà Split file à Organize output by groups])

6)    INFERENTIAL ANALYSES (RECOMMENDATIONS) (10 marks)

Across psychographic groups, what strategies should the brand put in place to increase the number of Monthly Social Media Visits based on Interaction Time and Social Media Involvement (“factors” elucidated above

).

(Approx. 250 words)

[LINEAR REGRESSION] (Background Variable: Psychographic groups [Dataà Split file à Organize output by groups])

• Use specific reference to the analysis and interpretations of the data (from new regression analysis) to support your recommendations.

• Link recommendations with existing industry-relevant marketing examples (screenshots, pictures, etc.), the lifestyle of users, and the 4P’s of marketing (show actual examples to support).

7)    REFERENCES

8)    APPENDICES (Contributes to verbal and visual communication marks)

The appendices hosts supporting information in your research report that is not published in the main body of the report because of its size, complexity, irrelevance, etc.

This is the only place where

output

from SPSS should directly appear, it should not be in the main body! (See Submission Guide)

9)    EFFECTIVE COMMUNICATION (VERBAL) (10 marks)

Verbal communication must be clear, succinct, and in a manner suitable for a research report.

All responses to these questions must be fully supported by tables, or graphs, even when not explicitly stated in the question.

10)    EFFECTIVE COMMUNICATION (VISUAL) (10 marks)

Tables and graphs must be summarised and formatted in a reader-friendly, aesthetically pleasing manner. Ensure visual aids are colour-coded, titled, labelled, have

legends / keys

, supporting numerics, etc. Competency in Microsoft Excel is advised.