Marketing Research - Individual Data Analysis Report Paper

Marketing - Individual Data Analysis Report - Research Paper Example Marketing research objectives are specific precise pieces of information that the researcher aims to find. The objectives culminate to address the marketing management problem (McDaniel & Gates, 1998). Context A very popular TV channel, NBN wants to introduce a new show in the market. For this the company is conducting a market research on the attitude of consumers’ towards reality TV. A set of 6 market research objectives have been set. Methodology of the market research Focus groups were used for qualitative analysis. Focus groups discussion is a qualitative research technique in which a group of 6 to 10 people spend 1-2 hours discussing their opinions in an informal and relaxed setting (Boyce, 2009). The focus groups conversation was monitored by an independent individual and the conversation recorded and the transcript was used for further analysis. For quantitative analysis, a survey questionnaire was used. The survey questionnaire was administered to a total of 300 respo ndents. The questionnaire covered the demographic profiles of the respondents where they were asked to share their gender and age. Respondents were asked to respond to a set of 12 questions on a Likert scale from strongly disagree to strongly agree. These questions covered the attitude of viewers to reality TV shows. Quantitative Analysis This section covers the quantitative analysis to all the six MROs as analysed with the data from the survey respondent. Demographics The first step in performing quantitative analysis is to understand the demographics of the respondents. In terms of gender, majority of the respondents were females. The table below shows the same: Majority of the respondents were in the age group 18 – 25. It is interesting to note that there are about 21.33 % (a total of 64) respondents who are below the age group of 18 and may watch reality TV shows. In terms of popularity, Big-Boss was the most popular show as the favourite show amongst the respondents. The table below shows the frequency of respondents for their reality TV show preference: Relationship between connecting with participants and enjoyment of reality TV shows Both the variables, connection with the participants as well as enjoyment of reality TV shows are responded by the respondents in a Likert scale. Both are nominal data. To establish relationship between such variables, the appropriate test is the chi-square test (Levin & Rubin, 2009). Null Hypothesis: There is no relationship in the consumers feeling connected to the participants and the enjoyment of reality TV shows Alternate Hypothesis: There is a significant relationship in the consumers feeling connected to the participants and the enjoyment of reality TV shows Statistical Implication The table below gives the chi-square output for the two variables: The calculated value of chi-square statistic between two variables is 17.478 with degrees of freedom for the test as 16. Since the Sig. value (0.355) is more than t he critical value of 0.05, we can conclude that there is no significant relationship in the consumers feeling connected to the participants and the enjoyment of reality TV shows. Business implication There is no relationship between people feeling connected to the participants and their enjoyment level. Producers hence interested to create and launch a reality TV show can select participants to whom, people might not feel