Given the data file, you will be asked to run SPSS analysis. For a number of the

Question

Given the data file, you will be asked to run SPSS analysis. For a number of the questions in this exercise you are required to run the SPSS analysis, interpret the result and report the results. These should be formatted as you would present them in an academic research report (including hypothesis for each analysis). __________________________________________________________________________

Write up the results of each exercise, providing appropriate tables (or graphs) and written commentary for each exercise. To your written report, attach a set of the SPSS printouts you have produced (presented as a tidy Appendix).

2500 WORDS REPORT SHOWING ALL STEPS OF SPSS DATA ANALYSIS.

DATA FILE CAN BE TAKEN FROM THIS LINK:

https://drive.google.com/file/d/0B0dMww01wlBYY29VZ1RlYTBxLU0/view

A market researcher is interested in vacation resort factors and overall satisfaction for a vacation resort from the regular travellers. Participants in this study evaluated the importance of vacation resort choice along a 7-point scale (1= very unimportant, 7 = very important) for 17 items and overall attitude toward the vacation resort along two 7-point scales (1= not at all good/very negative, 7 = very good/very positive).

** Based on your class number (you could check it from AUT online or result of assessment #1), please delete the 3 cases from your class number. (For example, if your class number is 1[2/3/../6/..], you MUST delete case ID 1-3 [11-13/21-23/…/51-53/..]). So, each student will use a different data set.

Please compare overall attitude toward the vacation resort between two genders and interpret the results. (Including hypothesis). Please conduct factor analysis for 17 items concerning the importance of vacation resort choice and interpret the results. (providing detailed process of factor analysis). Please conduct two regression analyses, interpret the results, compare the two regression analyses, and make conclusions based on the results. (Including hypothesis)

C-1: Regression #1

DV: Overall attitude

IVs: 17 items concerning the importance of vacation resort choice

C-2: Regression #2

DV: Overall attitude

IVs: Factors from Part B

Explanation / Answer

Marketing research is “the process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service; research into the characteristics, spending habits, location and needs of your business's target market, the industry as a whole, and the particular competitors you face.” (staff, 2015)

There are different steps in the marketing research process. One of those steps is to define the marketing problems and opportunities that exist for the organization. For the Waters Bottling Company a problem could be that there is so much competition in that industry that it may be hard to launch the product. An opportunity for the Water Bottling Company is that they can show a good and honest image and the reputation that the company has. The second step is to set objectives, budget and to set a time table. An objective for WBC can be to make relationships with other companies/businesses, also researching the customers that will purchase the product and what type of bottles and colors that stand out to the customers to make them buy the products. Next the budget, the company wants to allocate a certain amount of funds to market research from the marketing budget this can be determined by current requirements for research. Preparing a schedule is very important for the market research process. Figuring out when the right time to conduct research is also important so that the research being done can be more accurate. For the WBC the right time would be to conduct research before the summer months so that they can target the consumers who are getting ready for summer activities when consumers are buying more water. Step three in the process is selecting the type of research, methods and techniques. There are the primary and secondary techniques for the research method, primary involves gathering of original information for a specific purpose and secondary is using information that already exist. In step for the WBC will design research instruments, the most common design is a questionnaire. The Company can use a questionnaire by asking closed ended or open ended questions. An open ended and close ended questionnaire may work better for the WBC so that they can see how often consumers buy water bottles a week, also how often they travel and the types of activities they do. Steps five and six are collecting the data and analyzing the information gathered. In step seven presenting the data and findings can be one of the most important steps so that way they the WBC can apply the data and adjust the business plan.

Business to consumer is the process of selling directly to the consumer, and Business to business is the selling of products and services to other businesses. For the WBC Business to Business relationships would be the better way to start selling the products, meeting with businesses that sell in bulk such as Costco and Sam’s Club because consumers shop at those places to buy things on a larger scale to save money. Then the company can sell their product to gas stations that sell water bottles as a single product. By doing this then the businesses that the WBC sells to can provide the Business to Consumer selling.

Consumer Decision Making Process

Factors that may affect consumer behavior is that consumers may already have a specific type of water that they like to buy in a bottle. Also the type of promotions that other companies may be using to sell their products. Looking at the ways that consumers make purchase decisions can be an effective way to sell products. As well as looking at the economic factors of the area to which the WBC wants to sell its products.

Marketing Segmentation is defined as the process involving of groups of customers who have similar needs and follow the same purchase process.

Market Segmentation concepts have changed from targeting a large population of consumers with the same product and message. Markets divide into smaller manageable groups based on their preferences. For the WBC I think targeting a large population would be beneficial because they can target the population of consumers that do a lot of outdoor sports and activities.

During the segmentation process it is important to consider the criteria. Looking at the demographic basis, socioeconomic basis, physiographic basis, Geodemographic basis, Situational basis for segmentation. With all of these segmentation basis you have to consider are all of these segments accessible to the organization. The important ones for the WBC to consider would be socioeconomic basis which is the differences in purchasing among different social classes. This can be important depending on the price of the bottles of water being sold. Next would be the Geodemographic basis this would coincide with the socioeconomic basis because if the WBC is targeting a certain area they need to consider the social class of that area which the product is being sold. The third would be situational basis looking into the situation where consumers are buying products. The WBC should consider this because of the product that they are selling.

Strategies would include looking at the growth prospects which means what is an attractive segment today may not be one tomorrow so keeping up with new strategies is beneficial. Also the competitions strategies is beneficial to the company by making sure that other companies aren’t doing the same thing as yours or making sure that the strategies are changing when to many competitors start doing the same thing.

Target marketing is how many segments a company wants to exploit. There are four different strategies for target marketing. Undifferentiated marketing is the strategy that recommends the same marketing mix for all consumers. This strategy can work for the WBC because it is one product that they are trying to sell. Concentrated marketing would also work for the WBC which is using a single marketing mix for the chosen segment. Differentiated marketing is using different marketing mixes,this would not be beneficial to for the WBC because there are not enough products for them to use different marketing mixes. Customized marketing would not work for the company because there is no need to create a customized mix for all the different consumers.

References

Staff, E. (2015). Small Business Encyclopedia. Retrieved from Market research : http://www.entrepreneur.com/encyclopedia/market-

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