Assignment- Survey Analysis
Use Qualtricsto analyze the results of the survey by performing appropriate frequency, cross-tab, and case analyses. To ensure the proper use of Qualtrics, we'll provide an in class training video and post the video on BB for future reference. Using Qualtrics, you will need to create tables, charts, and graphs of the data to createthe useful information essential to your analysis. The pertinent tables and charts can be appendices to the paper and do not count in the page limit.
Your analysis and the resulting report should clearly align the data with the distinct markets and opportunities. This may include insights from your secondary research in Assignment 1.
Parameters: No more than 6 pages of text (plus value-added attachments, tables, charts, etc.), 12 point font, double-spaced, 1 inch margins.
Introduction- Provide a brief summary of the survey and data being used for your analysis. Include: reason, topic, dates, number of respondents, and any other important information.
Overall Demographics of All Respondents-Summarize the demographics of therespondents. How many respondents were there and what are the demographic characteristics (size of company, size of marketing department, title/position of respondent, etc.). Include the most important numbers and percentages in your narrative and include copies of relevant supporting data charts and/or tables in your appendices.
Attitudes & Behaviors of All Respondents -What did you learn about respondents' attitudes and behaviors toward marketing analytics software? What were respondents' attitudes toward products, price, promotion, and distribution? Include the most important numbers and percentages in your narrative and include copies of relevant supporting data charts and/or tables in your appendices.
Profile of Respondents who would consider or influence decisions forExplorics - Createa profile of those who are likely to use marketing analytics software.What are their company's demographic characteristics (size, market, etc.)? What did you learn about their attitudes and behavior towards these types of purchases? What are their attitudes toward product, price, promotion, and distribution? Include the most important numbers and percentages in your narrative and include copies of relevant supporting data charts and/or tables in your appendices.Note: this section is different than the "overall demographics" above since it only pertains to those would consider Explorics.
Target Market Segments - Using the profile analysis above, identify and discuss the target segments that emerge from your segmentation analysis. Discuss how this relates to your analysis.
Remember, the basic concept of strategy is to concentrate your scarce resources at the decisive points. Your target market represents one application of this concept. You usually cannot be strong everywhere. You must be strong where it counts, in this case, the markets you target.
Based on your analysis of your secondary research andthe survey results, describethe target market segment(s) you have chosen. Provide an explanation of your target market segment(s). Identify the size (number of companies) of the target market segment(s) you have chosen?
Market Opportunities and Problems- Based on your analysis of your secondary research and the survey results (above analysis),identify your conclusions for Exploricswith respect to the target markets you selected. Create a bullet list for each of the following areas.
NOTE: Your team must use this outline to structure your paper. All headings contained in the outline must be addressed in your paper, even if you indicate "no relevant data/information related to this topic".
Introduction
Overall Demographics of Respondents
Attitudes & Behaviors of Respondents
Profile of Respondents Who Would Consider or influence a purchase from Exploricsincluding attitudes about:
Product
Price
Place
Promotion (No recommendation)
Target Market Segments
Market Opportunities and Problems.