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MARK531 Analysing Markets

Question

Answered

Section 1: Executive Summary

This section should be a one page, single spaced summary of the whole report. The summary must include the problem, method, results, conclusions, and recommendations (this should be written last).

Section 2: Topic of Study and Research objectives

This section is the summary of the some parts of Assignment 1. Note that you can make appropriate corrections to reflect the latest changes in your formulation of this research and its focus. Discuss the following:

- The background

- Management decision and marketing research problems

- Research questions, and objectives

Section 3: Methodology

You should outline the steps you went through to collect (and analyse) the data. Also mention your sample; who they are and how they were chosen. This should include secondary, qualitative and quantitative phases.

Section 4: Summary of Secondary & Qualitative Research Findings

Combine all your secondary and qualitative research findings (from Assignments 1 and 2) and write up a summary of the main points. You should attempt to identify the key 'take home' message from the secondary and digital media research. You should also explain how the findings from these phases informed your survey.

Section 5: Conceptual Framework

Present and discuss your conceptual framework. Specifically, discuss the main hypotheses that you would like to test.

Section 6: Results and discussion

You should include the analysis of relevant SPSS outputs, with an explanation of the appropriate figures and statistics. For each figure or output you show, you should discuss the reasons and implications for your topic (e.g., why do you think certain attributes are significant/not significant, how does it influence the product/service offered, etc.). Also indicate whether your hypotheses are rejected or supported.

Section 7: Recommendations and Conclusion

Discuss the results with reference to the decision and research problem(s). Make some managerial recommendations - what do you suggest marketing managers do and why? Finish with an overall conclusion - link back to the decision problem.

Section 8: References and Appendix

Include your references (APA format). Refer to APA (2010). Publication manual of the American Psychological Association (6th ed.). Washington, DC: American Psychological Association.

Appendix including the copy of questionnaire and the relevant SPSS output.

MARK531 Analysing Markets

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