Description

Marketing Research Assignment unit 8

Data Analysis and Interpretation

Business leaders rely on the work of marketing researchers to make decisions that will

impact revenue generation and the profitability of the company. The data analysis and

interpretation phase of a marketing research project is a critical process that is highly

scrutinized for accuracy and validity. Marketing researchers must take great care in

analyzing data that will be interpreted and turned into information for the purpose of

solving the research problem, or capitalizing on an opportunity that was under study.

Acting as a marketing research professional in this Assignment, you will develop the

following competencies in relation to the tasks you are required to execute:

 Obtain and process information

 Analyze qualitative data in decision making

Developing an ability to obtain and process information in order to analyze qualitative

data for decision making as a marketing researcher will be a valuable addition to your

business toolbelt.

Directions for completing this Assignment

In this Assignment, you will analyze the Fancher Golf Center case study. Your goal is to

recommend business solutions based upon data analysis and interpretation. Write a 2-3

page critical essay by covering the following topics:

1. Devise data/information collected through marketing research process for

analysis.

2. Discuss how to analyze, edit, and code data.

3. Discover the degree of association between variables.

To help inform your essay, include information that answers the following questions:

1. For each team, identify all of the types of error that were likely introduced

by the data collection process. Discuss why you believe particular procedures

produced each type of error you identify.

2. What could have been done to prevent/minimize each type of error by

conducting the study differently?

3. What might be done to deal with each type of error now that it has

occurred?

For additional requirements in relation to this Assignment, download the grading rubric

below.

Rubric

Data Analysis and Interpretation

Business leaders rely on the work of marketing researchers to make decisions that will

impact revenue generation and the profitability of the company. The data analysis and

interpretation phase of a marketing research project is a critical process that is highly

scrutinized for accuracy and validity. Marketing researchers must take great care in

analyzing data that will be interpreted and turned into information for the purpose of

solving the research problem, or capitalizing on an opportunity that was under study.

Acting as a marketing research professional in this Assignment, you will develop the

following competencies in relation to the tasks you are required to execute:

 Obtain and process information

 Analyze qualitative data in decision making

Developing an ability to obtain and process information in order to analyze qualitative

data for decision making as a marketing researcher will be a valuable addition to your

business toolbelt.

Directions for completing this Assignment

In this Assignment, you will analyze the Fancher Golf Center case study. Your goal is to

recommend business solutions based upon data analysis and interpretation. Write a 2-3

page critical essay by covering the following topics:

1. Devise data/information collected through marketing research process for

analysis.

2. Discuss how to analyze, edit, and code data.

3. Discover the degree of association between variables.

To help inform your essay, include information that answers the following questions:

1. For each team, identify all of the types of error that were likely introduced

by the data collection process. Discuss why you believe particular procedures

produced each type of error you identify.

2. What could have been done to prevent/minimize each type of error by

conducting the study differently?

3. What might be done to deal with each type of error now that it has

occurred?

For additional requirements in relation to this Assignment, download the grading rubric

below.