Department of Marketing MKTG2002

Department of Marketing
MKTG2002 2020 S2 1
MTKG2002 – Final Report
Important Notes:
You must clearly identify the relevant student’s name and SID in each section
of your report. Failure to do this will result in marks being withheld. For
example, if each student is responsible for a section, then that student’s name
and SID should be typed alongside the relevant heading.
• The due date/time of the assignment is midnight (11.59pm) of Friday, 6 Nov (end
of week 13).
• You must submit your approved questionnaire (in the word document) on iLearn
under the tab “Approved Questionnaire Submission Link”. The due date/time of
submission is midnight (11.59pm) of Tuesday, 6 October. Your questionnaire must
be approved from your tutor. Your questionnaire must be submitted using word
document and you are required to follow the example questionnaire template.
• Each group submits ONE electronic version of Final Report through the Turnitin link on
iLearn.
• The submission must be a single file only, including appendices, cover-page,
questionnaire, etc. File type should be .DOC, or .DOCX, .RTF, or ODF. Please do not
submit in PDF or any other format.
• Maximum word-count: 3,000 words strictly, not including Cover-page, Headings, Tables,
Graphs, or Appendices, if used.
• Students MUST include an “information statement/consent form” at the beginning of the
online survey in Qualtrics, which must be approved by the tutor before the launch of
survey. Failing to do so will lead to a penalty on the grade. Students only need to copy the
content from “MKTG2002 Participant Information Statement (Consent Form) online
survey”, paste in the first page of their online survey and update the information of group
members and project name.
From Research Proposal to Final Report you need to opt one of the
following two options:
Option 1: First, you need to have a group meeting and discuss the research
proposals of all group members. Second, you can pick the best one based
on your discussion. You are not required to ask your tutor for the
suggestion/recommendation of the best proposal. It’s entirely up to the
consensus of all group members. Third, you can refine that proposal and
redesign the questionnaire according to the variables included in the
chosen proposal. You can use the same questionnaire if no variable is
changed in the existing proposal.
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Option 2: First, you need to have a group meeting and discuss the research
proposals of all group members. Second, you can combine pick up the best
parts of each proposal and redesign the new one. In this way, you should
redevelop a theoretical framework and then set up everything accordingly.
Third, you need to redesign the questionnaire according to the variables
included in the newly developed theoretical framework.
Instructions:
These notes help you to prepare for Final Report. A research report communicates the result
of a study to clients. It is the final and critical step in the whole marketing research process.
The sections of a research report and their contribution to the overall mark are described in
detail below. Note that sections 1-6 must not exceed 3,000 words in total.
1. Executive Summary
This is a stand-alone summary of the key points contained in the body of the report. It
should contain the main elements of the research objectives, findings of data analysis,
limitations, and managerial recommendations. It is a summary of everything that is crucial in
the report: it is not another name for an Introduction. The below checklist should help you
write a concise summary that covers the key points but do not use them as headings. Keep
you Executive Summary to no more than 200 words.
• Research problem and research objectives/questions
• Research methodology and data analysis techniques
• Key findings written in a clear and simple language
• Key managerial recommendations
2. Introduction (to draft this section, follow the guidelines which are provided in the
Research Proposal Notes)
Note: You should NOT copy this part directly from Research Proposal, for which you have
received feedback from your tutor. There must a scope for you to refine and improve for this
section.
3. Literature review (to draft this section, follow the guidelines which are provided in
the Research Proposal Notes)
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MKTG2002 2020 S2 3
Note: You should NOT copy this part directly from Research Proposal, for which you have
received feedback from your tutor. There must a scope for you to refine and improve for this
section.
4. Method
Similar to Research Proposal, in this section, you should describe key constructs and
variables are used to collect information for testing hypotheses and answering research
questions. The measurement and scaling procedures of constructs and variables should be
specified (for example, willingness to try a new product is measured on a 7-point interval
scale: 1 – very unlikely; 7 – very likely) and must be consistent with the questions in the
questionnaire. This section should also explain the type of research you have conducted, how
it was conducted and your sampling strategy including sample size and sampling technique.
You should define the target population. If you are researching specific segments of the
population, then define them and briefly explain why they are important to the study.
Your questionnaire should be included in the appendix. Do not just provide a link to an
online questionnaire. The link will be dead in two months and your questionnaire will be lost
forever. Do not use a screen-dump to copy your questionnaire. Instead, you need to draft your
questionnaire on word document and add this to your report. This section should address the
following points;
• Key constructs and variables (with their operational definitions)
• Type of research
• Population of interest and sampling frame
• Sampling method and sample size (sample size would be at least 25 respondents
per group member, higher is better)
• Sampling procedure
• Questionnaire (in an appendix)
Data analysis (Also see the last part in this document “Tables for data
analysis section”)
You should use the statistical analysis techniques that are appropriate for your research
question, hypothesis, and your data. Most analysis in social research can be done quite well
with straightforward univariate and bivariate techniques. Appropriate use of a variety of
techniques (4 to 5 techniques) or the use of more advanced techniques such as multiple
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MKTG2002 2020 S2 4
regressions is a necessity for high marks for this part. Do not attempt to run a huge variety of
exotic statistical tests just because you feel that you “should”.
Describe how you plan to test the hypotheses you developed. For each hypothesis,
indicate what variables from the dataset and statistical techniques are used to perform the test
(for example, “an independent-samples t-test of the difference in willingness to try a new
product (DV) between high and low dogmatics (IV) “). If a multiple regression is used to test
several hypotheses simultaneously, name the dependent and independent variables that will
be included in the regression and report in one table.
List of the main statistical techniques
1. Descriptive statistics (frequencies, descriptive and crosstabs)
2. T‐tests (one sample/paired samples/independent samples) can be used to test for
differences between means of subgroups.
3. Chi‐square test can be used to test the association between two non-metric variables. It
can also be called a test of independence.
4. Analysis of variance (ANOVA) can be used to see whether there are any differences
across the categories of the non‐metric variables with respect to any of the metric
variables.
5. Correlation analysis measures the degree to which there is a linear association between
two metric variables.
6. Multiple regression can be used to explain the variance in dependent variables (outcome
or effect variables) using other metric variables as independent variables (causes).
You have to put all tables or graphs in the data analysis section and do not put
them in the appendix section. But put all SPSS statistical outputs you may have in an
appendix. Tables, Statistical output, Graphs, etc. should be edited for good presentation,
removing all unnecessary or redundant content to maximise communication. To prepare
tables, you must follow the format given at the end of this document. Following headings
should be used in this section;
• Exploratory data analysis (i.e., data cleaning and screening)
• Demographic information of respondents
• Some relevant graphs
Department of Marketing
MKTG2002 2020 S2 5
• Reliability analysis (Cronbach Alpha)
• Item level descriptive analysis
• Construct/variable level descriptive analysis
• Hypothesis testing using Chi square test, t-test, and ANOVA
• Correlation analysis
• Hypothesis testing using regression analysis
Always provide interpretation of tables/graphs first and then present relevant tables/graphs.
5. Conclusions
Summarize your analysis, what can you conclude about the link between your findings
and research questions? Briefly discuss the managerial implication of your findings, to what
extent that the business problem can be solved? What recommendations can you give based
on your findings? What additional questions have been raised or information is needed for
future research?
Describe limitations with sampling, research design, instrumentation, etc., as well as
underlying assumptions of the method, psychological or economic theories, etc. Clearly
evaluate the extent that these limitations and assumptions have affected the results and
conclusions. You should also specify suggestions for overcoming identified limitations with
different or better method.
Finally, address further questions raised by your research and specify new questions for
future research directions. Specifically, your discussion in this section should include the
following points;
• Summary of key findings and managerial recommendations
• Assumptions and limitations of the study and how they may be resolved in future
research
• Recommendations for further research
6. References
List of references needs to be provided here. You need to use APA styles to prepare your
reference list. References should be arranged alphabetically.
7. Appendix
Department of Marketing
MKTG2002 2020 S2 6
Appendices should be clearly labelled and referenced in the body of report (e.g., see
Appendix B for the Questionnaire). Do not place SPSS tables in the body of the report but put
references and SPSS statistical outputs you may have in the appendix. Have different
appendix for each new topic. For example,
Appendix A – Discussion Guide used in interviews
Appendix B – Questionnaire
Appendix C – Statistical analysis
Appendix D – Graphs
8. Presentation
A lot of output from most statistical analysis programs is redundant. It’s there so you can
check for problems or because the output is placed in a more general template. You should
remove all of the redundant “ink” so that your tables and graphs are easy to read and
understand. To simply cut a table from SPSS, and paste it straight into your report text, does
not look good. Most frequency tables and crosstabulations can be reduced to half the original
size for presentation. Most correlation matrices can be reduced to 1/4 of the SPSS output.
Think about what some of your output actually means. For example, percentages of males
to females that go to three decimal places means that you are claiming accuracy of one in
10,000. Can you really make this claim from a sample of less than 100? Use whole numbers.
Tables for data analysis section
All tables in the data analysis section must follow the given format. Tables in the data
analysis section are not acceptable in any other format. For these tables, I am using the
example of four variables; Fashion consciousness, Fashion innovativeness, Fashion opinion
leadership, and Identity distinctiveness.
Exploratory data analysis (i.e., data cleaning and screening)
You do not need to provide any table in this part. You can just explain the bugs and issues
you fixed to clean your data. Please follow the steps given in the “data cleaning and
screening document” (attached in week 8 section).
Demographic information of respondents
Department of Marketing
MKTG2002 2020 S2 7
Briefly interpret the table and then present table in the given format.
Table 1: Demographic Analysis
Categories Sub-category Frequency Percentage
Gender Female 14 27%
Male 37 73%
Qualification Bachelor 7 14%
Master 36 71%
PhD 8 16%
Age (in Years) 22-31 32 63%
32-41 15 29%
42-51 4 8%
Job Experience (in Years) 0-5 22 43%
5-10 11 22%
10-15 13 25%
15-20 5 10%
Income (PKR in 000) 0-49 21 41%
50-99 24 47%
100-150 6 12%
Location (Cities in Pakistan) Islamabad 14 27%
Lahore 4 8%
Peshawar 6 12%
Faisalabad 3 6%
Gujranwala 24 47%
Some relevant graphs
If you want you can provide some relevant graphs such as pie chart, bar graph, histogram, etc
Reliability analysis (Cronbach Alpha)
Briefly interpret the table and then present table in the given format.
Table 2: Reliability Analysis
S.No Constructs Cronbach
Alpha

1 Fashion Consciousness 0.80 4 0
2 Fashion Innovativeness 0.74 4 2
3 Fashion Opinion Leadership 0.78 4 1
4 Identity Distinctiveness 0.68 4 3
Descriptive analysis (Item level)
Department of Marketing
MKTG2002 2020 S2 8
Briefly interpret the table and then present table in the given format.
Table 3: Item Level Descriptively Analysis

FC1 I keep up-to-date with the changing (i.e., latest)
fashions.

Note: FC = Fashion Consciousness; FI = Fashion Innovativeness; FOL = Fashion Opinion
Leadership; ID = Identity Distinctiveness; SD = Standard Deviation
Descriptive analysis (construct level)
Briefly interpret the table and then present table in the given format.
Table 4: Construct Level Descriptively Analysis
S.No Construct Mean SD Skewness Kurtosis
1 Fashion Consciousness
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MKTG2002 2020 S2 9
2 Fashion Innovativeness
3 Fashion Opinion Leadership
4 Identity Distinctiveness
Hypothesis testing using Chi square test, t-test, and ANOVA
It’s your choice whether you are using all of the tests (chi square, t-test, anova) or few of
them.
Briefly interpret the table and then present table in the given format. Examples of t-test and
anova tables give below.
Table 5a: Two sample independent t-test
Metric construct Non-metric construct Mean SD t-value df p-value
Fashion Consciousness Male
Female
Fashion innovativeness Income <100
Income >100
Briefly interpret the table and then present table in the given format.
Table 5b: Analysis of variance
Source Non-metric
construct
df SS MS F p-value
Fashion opinion leadership Age
Between group
Within group
Total
Identity distinctiveness Qualification
Between group
Within group
Total
Table 5c: Chi-square test
Briefly interpret the table and then present table in the given format.
Department of Marketing
MKTG2002 2020 S2 10
Correlation analysis
Briefly interpret the table and then present table in the given format.
Table 6: Construct Level Correlation Analysis
S.No Construct 1 2 3 4
1 Fashion Consciousness 1
2 Fashion Innovativeness 1
3 Fashion Opinion Leadership 1
4 Identity Distinctiveness 1
Note: *Values are significant at P<0.05
Hypothesis testing using regression analysis
Briefly interpret the table and then present table in the given format.
Table 7: Regression Analysis

Fashion consciousness à
Fashion opinion leadership
0.751 8.168 0.000
Fashion innovativeness à
Fashion opinion leadership
0.538 8.921 0.000
Identity distinctiveness à
Fashion opinion leadership
0.660 8.527 0.000

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