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MARK2052 T3-2019 Practicum II18 October 20191Practicum II (20%)Due date: 17:00, Friday, 1 November 2019Submission: Individual submission to Turnitin via MoodleTask: Answer ALL questions below• Question 1: A market research company and a television network are trying to see ifseriously short breaks (shorter, more concise advertisement breaks) are more effectivein generating recall (measured as percentage of customers recalling the ad) and likingfor the advertised products and services (measured on a 1 to 7 Likert scale with lowernumber meaning less positive evaluations), than more traditional advertising breaks.State ONE null hypothesis and ONE alternative hypothesis. [2 marks]ATTITUDES TOWARDS WATER CONSERVATION IN A DROUGHTSTRICKEN AREA OF AUSTRALIAIn light of Australia’s dry weather conditions, managers and policy makers have hadto try new ways of reducing the population’s water consumption. Policy tools such asprice increases are politically contentious and other mechanisms such as increasingsupply through desalination plants and new dams are expensive and haveenvironmental consequences. One way of reducing household water consumptionbehaviours is to change people’s attitudes towards consuming and conserving water.Behaviour change through social marketing may also be a cheaper way to do it too.As a market researcher, suppose you want to collect some primary data to try tounderstand:i. what residents’ intentions are in terms of conserving water in the next 12months (measured using two items anchored from 1 to 7, where 7 indicateshigher intention)
ii. what their attitudes are to conserving water (measured using three itemsanchored from 1 to 7, where 7 indicates a higher attitude)the degree to which they perceive they have the control to save water over thenext 12 months (measured using two items anchored from 1 to 7, where 7indicates higher perceived behavioural control)the importance of the views of significant others (such as friends and family)iii. iv.
in influencing their decision to conserve water (measured using three itemsanchored from 1 to 7, where 7 indicates a greater influence from significantothers).This will help you to create more efficiently targeted marketing communications.• Question 2: Outline a proposed study to find the answers to these questions. Specifythe kinds of things you ought to measure and how you would collect the data to helpMARK2052 T3-2019 Practicum II18 October 20192you answer these questions. The answer to this question should not be more than 200words. [4 marks]• Question 3: Specifically, how might you summarise the key data (e.g., attitudes,intentions, perceived behavioural control and social norms) to get an overview ofwhat residents are saying? [1 mark]• Question 4: Specify a hypothesis that you might generate. [1 mark]• Question 5: Open up the data file ‘water.xlsx’ or ‘water.sav’, depending on whetheryou prefer to do the analysis in Excel or SPSS (Note: this is hypothetical data basedaround a real study.) Are attitudes, social norms, perceived behavioural control andintentions positive? Run some one-sample t-tests based on test values you determine,and comment on the results. Communicate these results as if you are presenting themin a marketing research report. Include the relevant output(s) and your interpretation.[3 marks]GAMBLING IN YOUR COMMUNITY: WHAT DO THE LOCALS THINK?When a new pub or tavern with electronic gaming machines (EGMs) opens in yourcommunity, often its impact upon the community has to be evaluated by the localcouncil. Suppose, in one such case, the local council ran a survey. Specifically, thecouncil wanted to assess community awareness about the application for gamingmachines in the development, and what community attitudes were towards the newtavern with its EGMs. The findings from the research were intended to provide thecouncil with a detailed understanding of community views towards EGMs. Severalquestions were asked to ascertain residents’ attitudes and perceptions of changes towellbeing as a result of the EGMs. Hypothetical responses to this data can be found in‘gambling.xlsx’ or ‘gambling.sav’, depending on whether you prefer to do theanalysis in Excel or SPSS. Some questions included community awareness of theapplication to install gaming machines and the degree of support that residents had forthe initiative, including:i. Whether or not residents were aware of the application to install gamingmachines at the new development (‘Were you previously aware of theapplication for a licence to install gaming machines at the proposed tavern?’).This is Q2 In the dataset.ii. Whether or not residents were aware of the application to install 40 gamingmachines at the new development (‘Were you previously aware that theapplication is for a licence to install 40 gaming machines at the proposedtavern?’). This is Q3 in the dataset.iii. Whether or not they would support or oppose the tavern going ahead in lightof it having 40 EGMs (‘To what extent do you support or oppose the proposalto install 40 gaming machines at the proposed tavern?’). This is Q6 in thedataset.
iv. Whether or not they would support or oppose the tavern going ahead if it didnot have the EGMs (‘To what extent would you support or oppose the
MARK2052 T3-2019 Practicum II18 October 20193proposal to build the tavern if it did not have gaming machines?’). This is Q7in the dataset.• Question 6: Specify some hypotheses that you might want to test to ascertain (i) thedegree to which residents were aware of the application for gaming machines, and (ii)whether or not residents support the proposed development going ahead. [2 marks]• Question 7: What test(s) would you run to test your hypotheses? [1 mark]• Question 8: Specifically, access the data and perform the following tests (which youmay have already done based on your answers to the above). What do the results tellus? Communicate these results as if you are presenting them in a marketing researchreport. Include the relevant output(s) and your interpretation. [6 marks]a) Run Chi-square tests to determine if awareness (based on Q2 and Q3) isevenly distributed.b) Run one-sample t-tests to determine if support for the installation of gamingmachines (based on Q6 and Q7) is different from 3.Required format:• The School of Marketing Assignment Cover Sheet as the first page.• Question 1 Answer:• Question 2 Answer:• Question 3 Answer:• Question 4 Answer:• Question 5 Answer:• Question 6 Answer:• Question 7 Answer:• Question 8 Answer:Additional format requirements:• Font size and style: Font size: 12. Style: Times New Roman.• Margin: 2.5 cm.• Space: Double spaced throughout the paper.You are free to include an appendix; however no mark is allocated to the informationcontained in the appendix.
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