mktg1045 market research

QUESTION 1

This question relates to Hanover’s current market research project titled ‘Youth Perceptions of Homelessness in Victoria’ and requires you to work with the ‘Hanover Questionnaire’.

Hanover requests that you outline a data analysis plan based on the ‘Hanover Questionnaire’ they have given you.  

For each of the following hypotheses, please state:

· The most correct descriptive OR inferential statistical test

· The number of variables involved

· The specific variables involved from the questionnaire and the level of measurement scale each variable is expressed upon

· A justification for why the proposed test is correct for the hypothesis

A note about formatting for Assessment Question 1: You can choose to present your response in text or a table. IF YOU CHOOSE A TABLE, you may use (1) landscape or portrait formatting and (2) single-line spacing to aid readability and a neat format.

1. Identify the number and percentage of people who define homelessness as (a) ‘living on the streets’ and (b) ‘dependent on government welfare’

2. Assess people’s average perceptions of those experiencing homelessness on the following aspects: (a) mental health status and (b) physical health status

3. The overall level of concern for people experiencing homelessness is significantly greater than ‘neutral’ on a 5-point scale

4. Perceptions of how serious homelessness is as a problem in Victoria is significantly different between people who know someone who is experiencing or has experienced homelessness and people who do not know someone in this category

5. The level of concern for youths experiencing homelessness is significantly lower than the level of concern for elderlies

6. Ethnic background is significantly associated with awareness of people experiencing homelessness in Victoria

7. The likelihood to volunteer for a relevant charity is significantly associated with people’s agreement/disagreement that they play a role in helping solve the issue of homelessness

8. The likelihood that people will donate to a relevant charity is predicted by (a) gender (b) education level (c) likelihood to provide monetary support (d) likelihood to provide non-monetary support (e) likelihood to volunteer for a relevant charity (f) likelihood to think reason for homelessness is economic downturn and (g) likelihood to think reason for homelessness is loss of employment

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QUESTION 2

This question also relates to Hanover’s current market research project titled ‘Youth Perceptions of Homelessness in Victoria’. It requires you to work with the ‘Hanover Questionnaire’ and the ‘Hanover SPSS datafile’.

Hanover requests that you now conduct the data analysis for their eight (8) hypotheses, following the plan you outlined for Assessment Question 1.

For each of the eight (8) hypotheses, you will need to conduct the correct statistical test to address the hypothesis and then present the following in your submission document:

(a) The SPSS output from each statistical test you conducted (you can copy/screenshot this output and paste it into your submission document. You can include only the relevant parts of the output and you can resize it, to meet the page limit requirements. However, the SPSS output must still be neat and readable).

(b) Your interpretation of the SPSS output from each statistical test you conducted. This should be written in text and contain your interpretation of all relevant parts of/numbers from the SPSS output and what they mean in relation to the hypothesis you’re testing.

(c) Based on your SPSS output and interpretation, make a recommendation to Hanover in terms of how they could increase the likelihood that people will donate to a relevant charity.  

QUESTION 3

Your client, Hanover, is highly satisfied with the data analysis plan you outlined for Assessment Question 1 and the data analysis you conducted for Assessment Question 2.

Now, Hanover have requested that you conduct a short follow-up survey aimed at better understanding the attitudes and behaviours of individuals on the issue of homelessness, as well as their perceptions of the Victorian State Government, during the COVID-19 lockdown.

Hanover have sent you a draft of this new survey, which you will see below under ‘Hanover Draft Follow-up Survey’.

You will need to review the draft survey and for each question in the draft survey:

(a) Identify and explain any problem/s with the question wording and/or the measurement scale used. If you do not see any problem/s with a question, explain why this is the case.

Rewrite the survey question and/or measurement scale in a way that addresses the problem/s you identified.