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Word length: 3000 words (not (not including references and appendices).
Use Case 3.2 (Attached), IBM: The World’s Top Provider of Computer Hardware
Software, and Services, and the data file provided , to prepare a Marketing Research
report for the management management of IBM. I BM.
The market research report is to be written in report format and must include the sections shown below: Title page Table of contents Executive summary
o
This should summarize the key elements of the report and should always be on a
separate page. Keep your points concise and give an overview of the entire report o
It is written for non technical people people who don’t have time to read the main report
o
It should contain: A brief statement of of the problem
Background information
Summary of Analysis
Summary of main conclusions
Recommendations
o
Should be written after the rest of the report has been completed.
Background (brief summary from the case) and MDP o
A summary of the background background from the case case study in the text text book
o
You need to justify the need for the research
o
State the MDP
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Sampling Plan
Data Analysis : - Sample (describe the sample using the following variables) o
Overall characteristics of respondents
o
Q1, Q2, Q28, Q3_recoded
o
Descriptive statistics of key overall measures
o
Q4, Q5, Q6, Q7
Crosstabs with Chi Square
Is there a relationship between Satisfaction (Low/High) and the company
that was evaluated? (Use Q4_recoded and Q3_Recoded)
o
Differences
You're Reading a Preview Do the evaluations on all of the attributes (Q4-Q26) differ according to
Unlock full access with a free trial.
respondents who evaluated IBM and those that didn’t (Q3_IBM_only)?
With Free Trial of the overall measures (Q4 How do the evaluationsDownload for IBM differ on ratings
Q5, Q6, Q7)? (use paired samples t-tests to check whether there are
statistical differences in each pair of variables: Q4:Q5, Q4:Q6, Q4: Q7 Q5:Q6, Q5:Q7, Q6:Q7)*
o
Sign up to votediffer on thisaccording title Do the evaluations of overall measures (Q4, Q5, Q6, Q7) to the
company that was evaluated (Q3_Recoded?
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support variables (Q22, Q23, Q24, Q25 and Q26) when these variables are considered simultaneously?
Can the likelihood of recommending the company being evaluated (Q20
be explained in terms of the participants’ evaluation on sales and service
support variables (Q22, Q23, Q24, Q25 and Q26) when these variables are considered simultaneously?
Can the likelihood of purchase from company being evaluated (Q18) be
explained in terms of the participants’ evaluation on dimensions of overal measures (Q4, Q5, Q6, and Q7)?
o
Key dimensions
Can the image variables (Q8-Q17) be represented by a reduced set o
factors?
You're Reading a Preview Conclusions and recommendations (for the management of IBM) Unlock full access with a free trial. o
o
Link interpretations of the findings back to the problem being addressed. Download With Free Trial Should be closely related to your research objectives. Make sure you address each objective.
o
Recommendations are based on the results and the conclusions – mak recommendations to the decision makers.
o
Again, recommendations should be made in reference to the researc problem.
o
Limitations of research
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(*Hint: To ensure you only get responses from those who evaluated IBM - First
select the menu, Data – Select cases. Next, in the window that pops up select “ I
condition is satisfied” and then press the “If” button. In the next window that pops up
find “Q3_recoded” and double click. Then press the “=” button and then press “3”
Click Continue and OK. To reselect all the cases, select Data from the menu and then Select Cases – choose “All Cases”).
A marking schedule is provided as Appendix 3.
Structure
Include Mark Executive Summary 1 Background 1 Introduction and MDP 1 Problem Definition (7) MRP 1 MRO’s 3 1 Design and procedures Research Design (2) Sampling 1 Frequencies 2 Descriptive Statistics 2 You're Reading a Preview Sample (6) Crosstabs with Chi 2 Unlock full access with a free trial. Square Independent 3 Download With Free Trial samples t-test IBM’s Performance (9) Paired samples t-tests 2 ANOVA 4 Predictors of Regression 4 performance (4) Dimensions of Factor Analysis 3 performance (3) Draws defensible 2 conclusions from Sign up to vote on this title findings Useful Not useful Limitations 2 Conclusions and recommendations(9) Recommendations 3
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