A Concise Guide to Market Research Using Spss

This report is Part 1 of assignment for Marketing MBA 565-MBOL1 to Dr. Stephen Baglione

Read Ch. 4 of Basic Marketing. Read Ch. 9 of Basic Marketing. Read Ch. 10 of Basic Marketing. Read Ch. 17 of Basic

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

This section of the paper consists of three main parts. First, the research questions that will be addressed, the expected hypotheses and an identification of independent and dependent variables. Second, the supporting literature for the hypotheses is discussed. Third, a conceptualization (definition) and operationalization (measurement) of each independent and dependent variable. Research Questions

A wide-range of marketing research tools is available to market researchers and organizational decision makers. The following focuses specifically on data collection methods for conducting both primary and

The purpose of this paper is to critique a quantitative study and to present a critical analysis on its research findings. The paper will discuss the elements influencing believability and robustness of research, including writing style, research problem, literature review, conceptual framework, research question, hypothesis, study sample, methods, data analysis and results, and discussion of the relevance and future directions.

Brown, T. (2014). Basic Marketing Research, 8e, 8th Edition. [VitalSource Bookshelf version]. Retrieved from http://online.vitalsource.com/books/9781305178571/page/24

Kotler, P., & Keller, K. (2012). Marketing Management (14th ed., pp. 517-518). Essex, London: Prentice Hall.

| Arpit Minhas, Tim Gaugler, Christopher ScwartzRetailing –Marketing 327 Fall 2015 – Dr. Denise T. Ogden

Received: 10 January 2008 / Accepted: 27 May 2008 / Published online: 20 March 2009 © Springer-Verlag 2009

I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledge and disclosed in the paper. I have also cited any sources from which I used data, ideas of words, whether quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course.

Data analysis was done using the SPSS software (Statistical Package for the Social Sciences, version 18.0, SPSS). The plan of data analysis is as follows.

Armstrong, G. Brown, L. Burton, S. Deans, K., & Kotler, P. (2010). Marketing (pp. 4-40). New South Wales: Pearson

The main research that Nespresso will undergo will be primary research. The survey below would be asked to some of the customers and collected by the researcher. One has to observe all consumers’ opinions regarding a specific product, in this case the muffin. The questionnaire with open and closed questions below will be used to find out what consumers like and dislike so improvements can be made on the product.

| RESEARCH METHODOLOGY2.1. STATEMENT OF THE PROBLEM2.2. OBJECTIVES & SCOPE OF THE STUDY2.3. MANAGERIAL USEFULLNESS2.4. TYPE OF RESEARCH & RESEARCH DESIGN2.5. DATA COLLECTION METHOD2.6. LIMITATIONS OF STUDY