Marketing Research Report

Marketing Research Report

Overview: The assessment is designed to develop students to further implement their research and towards the end independently prepare a report as the major output.

Overview: The assessment is designed to develop students to further implement their research and towards the end independently prepare a report as the major output.

This task is about Campus Bikes Rental. Your whole task must relate to Campus Bikes Rental. You should do deeply analysis. DO NOT just do broad and general discussion.

You MUST read through the Two reports (Exploratory Research and the Research Proposal), Two PPTs (week9 & week10 lecture notes), One sample paper and One Quantitative Data File before you do everything. You MUST follow the below structure and information and meet all requirements. I provided a sample for you as reference, please read carefully before you do.
Instructions and Marking Guides
Overview:The assessment is designed to develop students to further implement theirresearch and towards the end independently prepare a report as the major output.

This task is about Campus Bikes Rental.Yourwholetask must relate to Campus Bikes Rental. You should do deeply analysis. DO NOT just do broad and general discussion.

You MUST read through the Two reports (Exploratory Research and the Research Proposal), Two PPTs (week9 & week10 lecture notes), One sample paper and One Quantitative Data File before you do everything.You MUST follow the below structure and information and meet all requirements.

Structure& Requirements:

• Executive Summary – An executive summary explains the purpose of the quantitativeresearch, the method and the key results and recommendations, all within one page. It is asummary of everything that is crucial in the report: it is not another name for an Introduction.

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• Introduction – Outline the history and background which is directly linked to the managementdecision problem; briefly introduce what we currently know and link to the exploratoryresearch if applicable.

This part must be based on the Exploratory Research and the Research Proposal of Campus Bikes Rental (I provided).

• Research objectives – In this section you will need to clearly identify the managementdecision-making problem; based on which to define a broad research problem and subsequentlyderive no more than three specific research objectives to be addressed in this report.

Making three relative objectives of this report, see Sample Paper as reference.

• Specific research questions/hypotheses – List no more than three key specific researchquestions or hypotheses. Identify the independent and dependent variables for at least one ofthe research questions or hypotheses.

See Sample Paper as reference.

Research Question Research objectives
Q1. Is there difference for hiring the bicycle on the campus between male and female?
Q2. What reason promotes students to hire a bicycle in campus?
Q3. How do studentsthink the price of bikes rental?

• Methodology/Methods – Focus on the quantitative study. Outline the rationale for having thisstage of research, the specific data collection and sampling methods used. Report on the datacollection and sampling procedure. Outline the measures and sources of the key measurementsinvolved in the research questions.
See Sample Paper as reference.

The preparation of this research report will involve three key steps:

• Step 1: Transfer the designed questionnaire to Qualtrics (the online survey tool/platform we use) for feedback;
• Step 2: Collect sufficient survey data as assigned in class and download collected data from Qualtrics for analysis using SPSS;
• Step 3: Analyse data, compile outputs and write up report in light of research objectives/questions and ultimately to address the marketing decision problem of the project.

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• Quantitative data analyses and results – Appropriate analysis for the basic questions.Demonstrated understanding of the analysis technique and interpretation. Presentation of resultssuitable for practicing manager – no redundant output, tables and charts that communicates auseful story.

Using Quantitative Data file (I provided) to analyze. All comments are base on the two lecture notes (I provided), and see Sample Paper as reference.

Q1: Week 9 Lecture Notes – Independent sample test
Q2: Week 10 Lecture Notes – Correlation
Q3: Week 9 Lecture Notes – Sample Mean

• Discussion of key findings and conclusion – Summary of analysis. Clear link between resultsand research question. Show the extent that the management decision problem has beenaddressed. What additional questions have been raised or information is needed. Practicalmanagerial implications.
See Sample Paper as reference.

• Limitations and future research – Review limitations in research design, data collection,sampling, instrumentation, etc. Clear evaluations of the extent that these limitations haveaffected the results & conclusions. Specific suggestions for overcoming identified limitationswith different or better method. Prioritised further questions raised by the research study.Specific suggestions for addressing new research questions.

• Bibliography: You should properly cite all the sources you draw on. It is important that thereferences are relevant and from credible sources. In-text citations and the list of bibliographyshould be in consistent referencing style and crosschecked. Harvard Business ReferencingStyle is recommended.
Format:

• Include a Table of Contents

• All tables and graphs should be included with the text.

• Use a consistent font and headings style throughout

This assignment is required to be turn-it-in in the anti-plagiarism software.

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Marking Guide:
An overall grade will be awarded for the assignment, as well as a grade for each of the following aspects of the proposal. The percentages below are indicative only, not weightings for calculating the final grade. Each section will be judged on its clarity, logic and coherence with other sections. You are expected to write in a clear and concise manner.

• Executive summary (10%)
• Introduction (5%)
• Management decision problem and Research objectives (5%)
• Specific research questions/hypotheses (5%)
• Methodology/Methods (5%)
• Data collection (10%) – sufficient valid sample collected
• Instrumentation (Questionnaire revised) (5%)
• Quantitative data analyses and results (20%)
• Discussion of key findings and conclusion (10%)
• Limitations and future research (10%)
• Bibliography (5%)
• Overall structure, presentation and coherence (10%)