Question: You have been asked to prepare a report for a Marketing Manager. An organisation has undertaken research and has access to raw qualitative (focus group transcript) and quantitative (SPSS data file) data.
The Marketing Manager has asked you to interpret the data, and provide recommendations regarding the company's research objectives have to create a Data Analysis report from the data.
Individual Data Analysis Report - Reality Television
You have been asked to prepare a report for the Marketing Manager of the television production company, NBN. The company has undertaken research to examine consumer's attitudes towards reality television. You have access to the raw project data which includes:
1. A focus group transcript produced from an online focus group. Please note that the transcript has been provided verbatim and may contain spelling and grammatical errors.
2. An SPSS data file comprising data collected from 300 participants using the questionnaire below.
The Marketing Manager has asked you to interpret both the qualitative and quantitative data, and provide recommendations regarding the company's Decision Maker's Purpose, Marketing Research Problem and Marketing Research Objectives.
Decision Maker's Purpose
Should NBN introduce a new Reality TV show?
Marketing Research Problem
What are consumers' attitudes towards Reality TV?
Marketing Research Objectives
1. To determine if there is a relationship between connecting with participants on reality TV shows and enjoying watching reality TV shows.
2. To compare enjoyment of watching reality TV shows between males and females.
3. To identify if there is a relationship between age and which reality TV shows participants prefer.
4. To determine the relationship between enjoyment of reality TV shows and the depiction of real life within a reality TV show.
5. To compare the importance of having attractive participants against depicting real life behaviours.
6. To compare the importance of having attractive participants between people who are under 18, 18-25, 26-35, and 36+ years old.
Attachment:- Overview of problem and questionnaire.rar