Marketing Research - Individual Data Analysis Report Paper

Marketing - mortal Data abbreviation Report - explore Paper archetypeMarketing enquiry objectives be peculiar(prenominal) precise pieces of study that the look forer aims to find. The objectives culminate to address the marketing man periodment problem (McDaniel & Gates, 1998). Context A very general TV channel, NBN wants to enwrap a newfound submit in the market. For this the company is conducting a market query on the berth of consumers towards creation TV. A set of 6 market search objectives have been set. methodology of the market research sharpen conclaves were utilise for qualitative outline. Focus collections discussion is a qualitative research technique in which a group of 6 to 10 people turn over 1-2 hours discussing their opinions in an easy and relaxed setting (Boyce, 2009). The counsel groups conversation was monitored by an independent single and the conversation record and the transcript was use for further analysis. For denary analysis, a behold questionnaire was used. The survey questionnaire was administered to a total of ccc respondents. The questionnaire covered the demographic profiles of the respondents where they were asked to sh atomic number 18 their sexual activity and age. Respondents were asked to respond to a set of 12 questions on a Likert scale from powerfully disagree to strongly agree. These questions covered the mental attitude of viewers to populace TV guides. three-figure Analysis This air division covers the three-figure analysis to all the sextuplet MROs as analysed with the holdive information from the survey respondent. Demographics The freshman step in performing quantitative analysis is to experience the demographics of the respondents. In foothold of gender, majority of the respondents were females. The dishearten at a lower place show ups the alike Majority of the respondents were in the age group 18 25. It is provoke to note that at that place are about 21.33 % (a t otal of 64) respondents who are below the age group of 18 and may picket humankind TV shows. In equipment casualty of universality, Big-Boss was the most popular show as the favourite show amongst the respondents. The instrument panel below shows the frequency of respondents for their frankness TV show preference consanguinity amidst connecting with participants and amusement of worldly concern TV shows Both the variables, link with the participants as nearly as function of reality TV shows are responded by the respondents in a Likert scale. Both are nominal data. To urinate race amidst such variables, the becharm rise is the chi-square test (Levin & Rubin, 2009). Null dead reckoning in that location is no relationship in the consumers heart affiliated to the participants and the use of goods and services of reality TV shows append Hypothesis There is a earthshaking relationship in the consumers legal opinion attached to the participants and the utilizati on of reality TV shows statistical Implication The table below gives the chi-square proceeds for the two variables The measured harbor of chi-square statistic amongst two variables is 17.478 with degrees of emancipation for the test as 16. Since the Sig. value (0.355) is more than the critical value of 0.05, we can purpose that there is no significant relationship in the consumers touch sensationing connected to the participants and the enjoyment of reality TV shows. Business synthesis There is no relationship between people feeling connected to the participants and their enjoyment level. Producers hence interested to create and lance a reality TV show can select participants to whom, people mogul not feel