29 Jun MKT220 Business Research Methods
Question
SPSS Homework 1: Research Questions and Hypotheses
MKT220 Business Research Methods
Research questions are what you want to know to solve a marketing problem, such as, “Is this market segment brand-loyal?” When you ask people what they think with a questionnaire, those are survey questions, not research questions. You would never ask a consumer, “Are you brand-loyal?” For the AMC 2015 Prospect Study, check the client’s kickoff event talk slides for details on research questions and expected deliverables.
A hypothesis is more ready for statistical testing with related variables stated (normally one independent variable and one dependent variable). Using the same example, “Is this market segment brand-loyal?” you could state it as a hypothesis, “Female segment is more brand-loyal than the male segment” (or “Female and male segments are equally brand-loyal”). We analyze the dataset to see whether we can support the hypothesis.
You will examine each research question by testing at least one null hypothesis in SPSS. Identify the one or more null hypotheses necessary to examine fully each research question. In other words, you need to select the matching variables from the survey for each research question and develop pairs of null and alternative hypotheses for these each research question.
For each null hypothesis, identify:
the independent variable(s) and dependent variable, if any, which you will use to test the null hypothesis
the scale (such as 1= strongly disagree and 7 = strongly agree) and measurement level of each independent and dependent variable
the statement for the null hypothesis and the alternative hypothesis
Research Questions:
1. Who among the prospects are potential lodging visitor? What do they look like? Do particular groups of prospects prefer to stay at different places? What influences their willingness to stay at various kinds of lodging?
2. What is important to prospects? Do they think there’s a place for AMC/AMC membership? Is there a message that is likely resonate with them (i.e. Combine the value of membership with the conservation of outdoor places). Will they join?
3. Tell us about the prospects under age 40. What are their interests? What about AMC is important to them? Is there a message that is likely to resonate?
4. How engaged are prospects in social media? AMC is planning several AMC branded online communities above and beyond Facebook and Twitter as a tool to engage current members and prospects, 25-34 year old in particular. We are interested in knowing more about prospects who are currently using social media.
5. We’d like to know more about prospects with children. Compare and contrast those with young children to those with teens. How aware are they of AMC’s family program offerings and how important are they?
6. Additional Question: What are the other interesting and/or important findings about the prospects that may help AMC better attract and service the prospects?
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