Marketing & Audience Research Quantitative Project
AMB201 Marketing & Audience Research Quantitative Project Guide (Project 2)
Purpose: The quantitative project is intended to provide a comprehensive quantitative research experience. You will experience the participant perspective, the researcher perspective, and develop skills for communication of research.
Length: Formatting: Weighting: Report should not exceed 1750 words (+/-10%, excluding appendices and reflections) APA formatting of report and references is required
35% of grade
Overview:
The quantitative project is composed of three parts. Part 1 and Part 2 are short practical components designed to provide you with an appreciation for both the participant perspective and researcher perspective of quantitative research. Understanding both perspectives makes for a well-rounded researcher – one who is capable of designing “participant-friendly” yet rigorous research studies. Part 3 allows you to develop skills in effectively communicating your research. Like all good research, it is best to approach this project systematically. Read and familiarise yourself with the requirements below. When you are ready, you should work systematically through the step-by-step instructions over the page.
Description:
Part 1 – Participation Reflections (Participant Perspective)
To foster an appreciation of the participant perspective, you have the opportunity to take part in TWO real quantitative research projects running within the business school. A list of approved projects will be available during semester. These projects will run at a variety of times and usually take about 20-30 minutes. You should then write a one-page reflection on the experience of being a participant. This practical experience is intended to inform how you conduct your own research (Part 2). Your reflection is to be included in your written report (Part 3). A non-participation alternative is also available – see next page.
Part 2 – Data Collection (Researcher Perspective)
To provide insight into the researcher perspective, you are to administer a pre-developed survey to two respondents on the class research topic (allow about 15 minutes per survey). Your own experience as a research participant (Part 1) will be helpful to draw upon when you conduct your surveys. You are to upload your survey data to an online survey system to build a class database. Data from these surveys will be analysed and used as the basis for a research report (Part 3).
Part 3 – Report (Communication of Research)
In this part of the project, you will produce a written report relating to the class research topic, based on an analysis of the survey data (Part 2). Data will be analysed by the unit coordinator and results provided to you (you will also be able to download the dataset and conduct your own analysis if you wish). You should then create a written report describing the research and findings. Additional details will be discussed in tutorials.
Step-by-Step Instructions:
. Part 3 – Report (Communication of Research)
1. a) A link to the survey data uploaded by all students in the class will be made available on Blackboard. This data will be analysed and you will be provided with the results. The data will also be available for you to conduct your own analysis if you wish. Interpret the results.
2. b) Write your report using the structure shown on the next page. You must use APA formatting (see QUT Cite|Write website: www.citewrite.qut.edu.au).
3. c) Ensure you attach to your report:
Penalties:
A penalty of 20% of the total available mark will be applied if a student does not upload two completed surveys, or does not attached the same two completed surveys (with respondent signatures) to their submitted assignment. For example, this assignment is marked out of 100, so 20 marks will be deducted for either of the above. An assignment with an initial mark of 65 would be reduced to 45.
AMB201 Marketing & Audience Research Quantitative Report Structure
HOW TO WRITE THE REPORT
i. Title Page (not in word count)
1. a) Report Title,
2. b) Student name and student number
3. c) Tutor’s name and tutorial time
4. d) Word count of assignment body (introduction through to limitations)
ii. Table of Contents (not in word count)
iii. Participation Reflection (one-page, not in word count)
iv. Executive Summary/abstract (no more than 150 words, but not part of main word count)
1.0 Introduction and Background 1.1 Importance of the research (included in word count)
• Why is this research important from a practical viewpoint? Use secondary research to justify your argument
• Why is this research important from a theoretical viewpoint? Comment on any relevant literature.
• Relate this quantitative research back to the our earlier qualitative research.
1.2 Scope of the report (included in word count)
• What is included in the research and what is not (e.g., online retail, not in-store retail).
• Is it based on self reported behaviour, observed behaviour, etc?
1.3 Research problem/question (included in word count)
• See documents on Blackboard
1.4 Aims and Objectives (included in word count)
• See documents on Blackboard
2.0 Method (included in word count)
2.1 Methodological considerations and assumptions
o Outline differences between causal and descriptive research. Which type is the current research? Why did we use this approach?
o Is the research qualitative or quantitative? Cross sectional or longitudinal?
o What assumptions are being made in using a survey? Consider things like expectations about participant insight, accuracy of responding, representativeness.
2.2 Sample considerations
• Define the target population. Discuss the sampling technique. Why was this used? Give the sample size and any important characteristics (e.g., gender split, age split).
2.3 Data collection and framework, and analytical considerations
• Explain the process of how data were collected, entered, and uploaded. Give sufficient detail that someone else could replicate this work, and/or adequately critique whether findings will be valid and reliable.
• Was the method tailored to allow for a particular analytical approach? Consider the types of scales included (e.g., simple dichotomy vs 7-point Likert scale) and the level of analysis this allows.
3.0 Ethical Considerations (included in word count)
• Outline the general ethics policies and principals of the current research (e.g., QUT guidelines)
• Describe how the policies and principles were adhered to (or not) in this research
4.0 Analysis (included in word count)
• Report the results outlined in the Analysis Document on Blackboard.
• You can present data in tables and diagrams (not included in word count), but be sure to elaborate on what these show in sentence-format.
• Don’t just copy and paste from Analysis Document since these sometimes contain unnecessary information. Create your own tables/diagrams with key information.
• Mention how data were cleaned and edited. Why was this done?
• Describe the key characteristics of the data (e.g., descriptives).
• Explore some key features of the data (e.g., group comparisons with t-tests).
• Outline results relevant to the research objectives (e.g., correlations, regressions).
• Provide sufficient detail/explanation to demonstrate you understand what the data show.
5.0 Discussion and Recommendations (included in word count)
• List each research objective (e.g., as heading). Under each, interpret relevant results from Analysis section.
• You might consider:
• What we actually found – describe what the results actually mean.
• Any surprising findings (e.g., any predictors that unexpectedly had no effect)
• Implications (e.g., theoretical implications, practical implications).
• Any recommendations for future research directions?
• Conclude section by relating back to original research aim/question
6.0 Limitations (included in word count)
• Describe any issues with the study (e.g., sample, methodology, analysis, etc.) that could reduce confidence in the findings.
• Describe how results might have been impacted, and how this could be improved in future research.
7.0 References (not included in word count)
• Reference list is not included in word count.
• Cite published sources only (i.e., not lectures or tutorials).
• Use APA formatting. Check QUT Cite|Write (www.citewrite.qut.edu.au) if unsure.
8.0 Appendices (not included in word count)
• Attach hardcopies of your completed surveys (with respondent signatures)
AMB201 Marketing & Audience Research Quantitative Report Check-List
• Title page (includes: title of report, student name, student number, tutor’s name and time of tutorial, assignment word count)
• Participation reflection included
• Executive summary/abstract does not exceed 150 words
• All sections of report included as per recommended structure
• Student name and student number are included as a header on each page
• Page number is included as a footer on each page
• 1.5 spacing, with 2.5cm margins
• Consistent font throughout report, including headings (Times New Roman size 12)
• Assignment is within 1750 word limit (+/-10%)
• APA referencing is followed consistently across all references (in-text and in reference list)
• Assignment has been proof-read, checked for spelling errors and grammatical errors
• Colloquialisms (including contractions such as don’t and can’t) have been removed
• Two completed surveys are attached as an appendix (with respondent signatures)
• Criteria sheet is attached ready for tutor marking
• Assignment submitted on time
• Stages in sample selection
1. Define the target population
• Which group of people (elements) is the researcher interested in?
• Be specific (demographics, psychographics, product usage, etc.)
2. Select a sampling frame
• List of elements within the target population from which a sample will actually be drawn
3. Determine if a probability or non-probability sampling method will be chosen
With a list of all possible target population elements that might be sampled (sampling frame), researcher decides sampling approach
• Probability
? Every element of the target population (sampling frame) has some
probability of being selected into the sample
? Involves some component of random selection
• Non-Probability
? Some elements of the population have zero probability of being
selected (or probability cannot be determined) ? Selection is not random
4. Plan procedure for selecting sampling units
• How will you actually select the sample?
5. Determine sample size
Determine sample size
• Often based on researcher judgement
• Consider sample sizes of past studies
• Formula available if population characteristics are known
6. Select actual sampling units
o Choose actual elements to be sampled
7. Conduct fieldwork
Quantitative Project (35%)
YOU ONLY NEED TO FINISH PART 3 SO DO DO PART 1 AND PART 2
• Part 1: Participant Perspective (short practical experience)
• ? Take part in TWO real quantitative research projects
• ? Write a brief reflection on this, to submit with final quantitative report
• Part 2: Researcher Perspective (short practical experience)
• ? Administer a survey to two people on the class research topic
• ? Upload survey data by 8 January, 10pm
• Part 3: Communication of Research (written report)
? Class survey data will be analysed and results provided to you
? Write a research repo
Research Objectives
The aim of this project is to quantitatively examine the determinants of Australian consumers’ attitudes toward online retail shopping.
SPECIFIC OBJECTIVES ARE:
I. To examine how self concept dimensions relate to online retail shopping attitudes;
II. To determine the impact of individual characteristics on online retail shopping attitudes;
III. To evaluate how social desirability might influence the results of the research.
General instruction
• Compulsary :- What are they ? Why appropriate, how implemented (eg face-to-face), advantage & disadvantage ).
• For the report you need to write any 2 of the 3 below
i. Constructs + Concepts
ii. Survey design (wording, format design)
iii. Measurement scales
• Please note that the report should be according to the instructions given.
• Please abide by the criteria sheet given in the ASSIGNMENT GUIDELINE AND CRITERIA SHEET document and you should follow all the criterias’s in the grade 7 for all the topics.
• Please make sure to look at the lecture notes and the tutorial slide in the document as they are very very important in giving guidelines for the research report.
• PLEASE READ THE TUORIAL SLIDES VERY THOROUGHLY AS ALL THE TOPICS IN ASSIGNMENT ARE VERY DEEPLY DISCUSSED IN THE TUTORIALS. AND PLEASE FOLLOW THE GUIDELINES ACCORDINGLY.
• PLEASE ALSO MAKE SURE THAT YOU ANALYSE THE DATA GIVEN IN THE DOCUMENTS
• ONE DOUCMENT HAS THE RAW DATA AND THE OTHER HAS THE CLEANED DATA
• PLEASE ALSO READ THE MODEL AND CONSTRUCT DOCUMENT, MODEL OVERVIEW SLIDES AND VARIABLE CODES DOCUMENT THOROUGHLY
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