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Word length: 3000 words (not including references and
appendices).
Use Case 3.2 (Attached), IBM: The Worlds Top Provider of
Computer Hardware,
Software, and Services, and the data file provided , to prepare
a Marketing Research
report for the management of IBM.
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 who dont have time to
read the main report
o It should contain:
A brief statement 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 from the case study in the text
book
o You need to justify the need for the research
o State the MDP
Approach and research questions
o State the MRP and MROs
Research design and procedures (brief summary based on
survey)
o Look at the survey, decide what research design was used
o Is it qualitative / quantitative?
o Exploratory/descriptive/causal?
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o 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
Do the evaluations on all of the attributes (Q4-Q26) differ
according to
respondents who evaluated IBM and those that didnt
(Q3_IBM_only)?
How do the evaluations for IBM differ on ratings of the overall
measures (Q4,
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 Do the evaluations of overall measures (Q4, Q5, Q6, Q7) differ
according to the
company that was evaluated (Q3_Recoded?
oRegressionCan the evaluation of the participant on overall
quality of the company in
relation to prices (Q5) 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 sales and
service
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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 overall
measures (Q4, Q5, Q6, and Q7)?
o Key dimensions
Can the image variables (Q8-Q17) be represented by a reduced set
of
factors?
Conclusions and recommendations (for the management of IBM)
o Link interpretations of the findings back to the problem being
addressed.
o Should be closely related to your research objectives. Make
sure you address
each objective.
o Recommendations are based on the results and the conclusions
make
recommendations to the decision makers.
o Again, recommendations should be made in reference to the
research
problem.
o Limitations of research
Reference list ( APA )
Appendices
o Additional tables of information (if necessary)
o Relevant SPSS Output (using suitable subheadings)
o Other appendices (if appropriate)
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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 If
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 Caseschoose All Cases).
A marking schedule is provided as Appendix 3.
Structure Include Mark
Introduction andProblem Definition (7)
Executive Summary 1
Background 1MDP 1
MRP 1
MROs 3
Design and procedures(2)
Research Design 1
Sampling 1
Sample (6)
Frequencies 2
Descriptive Statistics 2
Crosstabs with ChiSquare
2
IBMs Performance (9)
Independent
samples t-test
3
Paired samples t-tests 2
ANOVA 4
Predictors ofperformance (4)
Regression 4
Dimensions ofperformance (3)
Factor Analysis 3
Conclusions andrecommendations(9)
Draws defensibleconclusions fromfindings
2
Limitations 2Recommendations 3
References 1
Format, presentation,Writing
1
