research project for application in marketing class
Your Research Project
General comments/instructions that we would have discussed in class would include the following points:
You read a journal article of your choice that would have had data collection and analysis included. The purpose was to get a “feel” for the process. We are
interested in the process, and the outcome of your analysis. You might do something that is academic-publication directed, or a practitioner directed that would lead
to a marketing plan or advertising message.
SECONDARY DATA: There is an enormous amount of data available to us. If you employ secondary data, you need to generate a model or some method to analyze the data.
However, to simply report the numbers is what I label a “head count”, e.g., the consumers are 51% women, and 49% are men. A regression model may be the appropriate
analysis technique, or an ANOVA. The example I explained was the highway fatalities regression. Again, it does not have to be a “mind-numbing,” model, but it does
need to be more than a head count, or a repeat of what you found in a journal. A replication or a twist of something you found is probably acceptable if it indicates
a thought process.
PRIMARY DATA: If you employ primary data, a model building process applies as well. You would develop a questionnaire, collect data from a sample, and analyze the
data. I would expect (hope) you to use a multi-item scale that is designed to determine something. For example, we discussed the Machiavellianism scale. The purpose
of such a scale is to not rely on one question to determine that “something” – for example, a course grade is not determined by one question but rather a composite of
many questions. The multi-item scale measures the score a respondent has for a particular construct, e.g., fear of success, religiousness, etc. You may collect your
data however you believe to be appropriate but remember you need multiple questions. Some or most “free” online questionnaires permit only a few questions and that is
probably not acceptable. Likewise, you are to analyze the data you collect, not simply use the analysis that comes with the online source such as Zoomerang, Survey
Monkey, etc. A rude and crude example might be something like this: Using a fear of success scale to examine the differences between frequently purchasers versus
infrequent purchasers of Forbes magazine; or a buy American scale to examine online shoppers versus mall shoppers. I would hope you could use the results of your data
to develop or assist a more effective advertising program (for example) not simply tell us that “40% use Zest, and 60% use Dove” results. Your results would be part
of the narrative concerning your marketing plan or promotional effort.
Certainly keep in mind the confidentiality of your respondents. And as you are probably aware, the university will not provide student information. A written
document or final report is required for whichever data method you employ.
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