The objective of the research is to transform statistical findings into marketing decisions based on all the analyses of a given dataset conducted. You are to imagine that your supervisor has come to you and asked the following questions: “What can we do with this data?” “How does it help us inform our marketing decisions What should we change?” You are to consider the dataset given in the light of marketing decisions, analyze the data provided and write the report that addresses these questions.
Also some criteria how the research should be written is provided:
1)Executive summary (1 page)
2)Description of marketing problem addressed inc. literature review(2 pages)
3)Analysis of existing data (8 pages)
4)Recommended revisions to current questionnaire & research design (3 pages)
5)Discussions and conclusions(2 pages)
6)References and formatting
7)Appendices (all SPSS output)
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