Marketing Research Report

Marketing Research Report (Write in academic essay prose) words count 2000 + or – 10%
You have been asked to prepare a marketing research report for a Marketing Manager. An organization has
undertaken research and provided you with raw qualitative data (focus group transcript) and quantitative data
(SPSS data file). The Marketing Manager has asked you to interpret both sources of data, and provide
recommendations regarding the company’s decision problem, and marketing research objectives.
Using the two data files provided on Blackboard you are required to prepare a report that details both
qualitative and quantitative analysis.
Your report structure include: words count 2000 + – 10%
– Title page
– Table of Contents
– Executive Summary
1- introduction of the Marketing Research Problem and Purpose of the Research
2-Body
2.1 Qualitative Analysis: Overall Summary of Focus Group Discussion
2.2 Qualitative Analysis: Identification and Interpretation of Theme 1
2.3 Qualitative Analysis: Identification and Interpretation of Theme 2
2.4 Qualitative Analysis: Verification of the Themes using Secondary Sources
2.5 Qualitative Analysis: Data Display
2.6 Quantitative Analysis: Respondent Profile
2.7 Data Analysis: Test Selection and Justification
Objective 2
Objective 3
Objective 4 * Hyphotesis stated in every single Objective
Objective 5
Objective 6
Objective 7
2.8 Data Analysis: Statistical and Managerial Interpretation
Objective 2
Objective 3
Objective 4
Objective 5
Objective 6
Objective 7
2.9 Discussion of Research Findings
3 – Conclusions and recommendations for management
– References
– Appendix (with the data table for the objectives 2,3,4,5,6 & 7) provided below.
Your report should include:
Qualitative Analysis (see marketing research objective 1)
-Overall summary of the focus group discussion. (*Focus group is below from page 4).
– Identification and interpretation of two (2) key themes evident in the focus group discussion
– Verification of the interpretation of the key themes using secondary sources
-Data display showing the relationship between the key themes
Quantitative Analysis (see marketing research objectives 2-7)
– Frequencies and descriptive statistics to develop a respondent profile
– Selection, justification, and performance of tests of difference
– Statistical and managerial interpretation of tests of difference
– Selection, justification, and performance of tests of association
-Statistical and managerial interpretation of tests of association
-Discussion of research findings relevant to the marketing research objectives
– Conclusions and Recommendations for Management
– Appendices (SPSS Output) this data is already uploaded and provided in another file.
You should also ensure that your report is professionally written and presented, ready for presentation to your
client.
Use the marketing research set out with the below case study to guide your report