MKTG 432, Marketing Research
Students are to submit relevant documents electronically via Blackboard.
Report (Word document) must follow the rules of basic writing fundamentals; must contain a title page, page numbers (insert & flush right); typed in a 12-point font Times
New Roman, in 2 line spacing.
In-text citations and reference sections should follow APA style.
Title page (as shown below)
Final Project
Student Last and First Name
Department of Marketing, New Jersey City University
MKTG 432: Marketing Research
Dr. Prashanth Ravula
May 1, 2022
Note:
For more information on APA Format, students are to visit
https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/ge
neral_format.html
https://onedrive.live.com/View.aspx?resid=9E1D26621EA2350E!922&wdEmbedFS=1&authke
y=!ACb0W46RTUEyCPk
Final project details
The dataset (FinalProjectData.sav) contains data related to respondents’ perceptions of the
effectiveness of various types of ads (on 7-point scale; 1 = Not at All Effective; 7 = Very
Effective) and respondents’ gender (1=male and 2=female).
Task Students are to conduct relevant statistical analysis to find if there exist any significant
gender differences for perception of the effectiveness of various types of ads. The results should
be used in developing targeted ads to each group.
Students are highly encouraged to refer learning (material) from this class for successfully
completing the final project.
Final Project
MKTG 432, Marketing Research
Note: Marketing Research Report format is different than the following. Since, students are not
conducting full MR project, several of the sections are not required. Students are just reporting
data analysis and recommendations.
The final (data analysis project) report should contain the following:
Title page
Final Project
Introduction (1 page)
a. Background information
i. Role of advertising in marketing
ii. Role of different types of ads such as informational, humorous etc. that are included in the dataset
b. Managerial decision problem clearly stated
i. Role of targeted ads (e.g., for each gender)
ii. Research question clearly stated
Data analysis (#pages – depending on the analysis)
a. Descriptive statistics
a. For scale variables – report mean and standard deviation
b. For nominal variable – frequency table
b. Hypothesis testing
a. Data analysis information – discuss the statistical tests applied
b. SPSS output
c. Write up – Interpretation
Conclusions (#pages – depending on the analysis)
a. In a para, reiterate managerial problem and research question – why and what you have done in this project
b. Major findings and managerial recommendations
References
