Final Take-Home Assessment
Final Take-Home Assessment
MARKETNG 7001 Analytics for Marketers
Trimester 2, 2023
Rules and Guidelines
Using the SPSS dataset named Final MacDonalds (.sav), conduct data analysis and interpret your results to address the questions shown in the following pages.
You are expected to write a research report which should (1) answer the research questions outlined in the following pages through the outcomes of your data analysis and (2) provide recommendations to the company (in this case, MacDonalds).
The main body of the assignment should be 3,000 words maximum, not including metadata (i.e., cover page, title, table of contents, etc.), tables, and headings. Overall, the report should be a maximum of 20 pages, and shorter reports will be accepted.
Use a 1.5-point line spacing and Times New Roman as a font. The main text should be 12 points, while headings can be bigger (13 or 14 points). In addition, you can use styles to make your report look more professional.
Ensure you use the SPSS manuals provided during the course to carry out data analysis and interpret the results.
You should include the main SPSS output (i.e., the SPSS tables) in the main text of your report.
Please submit your report as a pdf or word-document on MyUni under Assignments > Take-Home Assessment. Late submissions will not be accepted.
Rubrics
This assignment is worth 30 points (30% of your final mark for the subject).
There are 4 questions you are required to address, each carrying a different number of points based on their difficulty, for a total of 30 points. You will be awarded a percentage of the points for each research question based on the following:
Your choice and justification of analysis method based on your variables and research question (20%);
Your hypotheses when/if needed (20%; in case the hypotheses are not required for your method, then this percentage is going to be divided equally between points 3 and 4 below);
The correctness of the procedure to analyse and interpret the output (40%);
The correctness of your interpretation of the results (20%).
Another 5 points will be awarded for:
The quality, soundness, and viability of your marketing recommendations (3 points)
The quality of writing, reporting, and presentation of the document (2 points)
Assignment Brief:
You are a data analyst for MacDonalds, and you have recently carried out some research to find out how the brand is doing in the fast-food market. You have collected data through a questionnaire (see Appendix 1 and Appendix 2 located at the end of this document for the coding booklet and the questionnaire text, respectively) covering consumers perceptions and attitudes towards the brand, demographics, psychographics and behavioural characteristics. You have targeted a convenience sample of 194 students at the University of Adelaide as it was deemed representative of the Australian market.
Your supervisor has asked you to put together a 3,000-word report where you address the following research questions:
Research Question 1 (5 points)
Provide an overview of your samples socio-demographic variables through descriptive statistics/summary measures (central tendency and dispersion) and their frequency distributions. Moreover, calculate the Net Promoter Score (NPS) for MacDonalds and provide an interpretation of it (Q14).
Note: you can use graphs and charts to answer the first part of this question.
Research Question 2 (10 points)
Conduct a hierarchical cluster analysis using the brand attachment scale, the perception of sustainability scale, and the healthy eating tendency scale (refer to Appendix 1 for conceptualisation and operationalisation). After providing an interpretation of the agglomeration coefficients and dendogram, explain how many segments you have identified and describe their differences using the following descriptor variables:
Brand attachment
Perception of sustainability
Healthy Eating
Frequency of Fast-food Consumption
Monthly Fast-food Expenditures
Enrolment type
Veganism
Research Question 3 (5 points)
Using all the variables from Q12_1_A to Q12_5_E, create a positioning map and explain how each brand in the Australian fast-food market is perceived.
Research Question 4 (5 points)
Through a regression model, answer the following research question: how do students age (Q3), enrolment type (Q6), healthy-eating tendencies, self-control, brand attachment towards MacDonalds, and perception of MacDonalds sustainability predict the likelihood of purchasing MacDonalds in the next month (Q16)?
Note: in your answer, ensure (1) you explain what type of regression you used and why; (2) whether multicollinearity is likely for the model and, if it is, explain what you did to address the issue; and (3) you provide an overview of the main indicators of goodness-of-fit and what they mean for your model.
Assignment Structure:
Because this is a report, structure it in the following way:
Executive summary (1 page) an overview of the study conducted, your main findings, and the recommendations based on your findings in a standalone page.
Analyses for research questions 1-4 (2-3 pages for each approximately) for each question, please explain how you addressed it, including:
The type of variables (scales) included in your analysis;
Justification for the analysis method utilised (i.e., explain why you used a specific analysis method based on the operationalisation of your variables);
State your null and alternative hypotheses when/if needed for the type of analysis you are doing;
Tables or graphs showing the outcome (if applicable);
Interpretation of the findings
Note: in order to limit the plagiarism score of your assignment, please do not copy and paste the wording of each question as written in the assignment brief in your report. Instead, you can provide several section headings Research Question 1: Description of Sample, or Section 1: Sample Characteristics.
Recommendations and Conclusions (2-4 pages) based on your results for Research Questions 1-5, provides some recommendations to MacDonalds marketing department to improve on their current tactics and strategies. Note: ensure these recommendations are linked to your actual findings and are marketing-relevant!
Good Luck!
Appendix 1: Coding Booklet
This is the coding of the dataset Final MacDonalds. Before you conduct any analyses, make sure you prepare and transform the data in the dataset to make it usable for the different types of analysis required.
Variable Name Label Conceptualisation Operationalisation and Coding
ResponseIDResponse ID This variable indicates the respondent number Categorical
Q3 Age Respondents Age Number in years
Q4
Gender Respondents Gender 1 = Male
2 = Female
3 = Non-binary
4 = Prefer not to say
5 = Other, please specify
Q5 Annual Gross Income Respondents Gross Annual Income 1 = $0 to $9,875
2 = $9,876 to $40,125
3 = $40,126 to $85,525
4 = $85,526 to $163,300
5 = $163,301
Q6 Enrolment Type Respondents Enrolment Type 1 = International
2 = Local
Q7 Ethnicity Respondents Ethnicity 1 = White/Caucasian
2 = Hispanic or Latino
3 = Black or African American
4 = Indigenous Australian
5 = Asian/Indian
6 = Middle eastern
7 = Pacific Islander
8 = Other
Q8 Country of Birth Respondents Country of Birth 1 = Australia
2 = China
3 = Malaysia
4 = India
5 = Other
Q9 Veganism Respondents Veganism (whether they are vegan or not) 1 = No
2 = Yes
Q10 Location Respondents Current Location 1 = in Australia
2 = Overseas
Q11 Frequency of Fast-food Consumption Respondents frequency of fast-food consumption 5-point Likert Scale:
1 = Never
5 = Every Day
Q13 Monthly Fast-food Expenditure Amount of money a respondent usually spends on fast-food on a monthly basis Slider Scale up to $200
Q12_1_A through to
Q12_5_E Association between Brands and Attributes Perception of association between fast-food brand and attribute. Each variable is a binary categorical variable (1 = ticked; 0=not ticked).
Brands:
MacDonalds
Hungry Jacks
Kentucky Fried Chicken
Oportos
Guzman y Gomez
Attributes:
Healthy
Quality food
Good value for money
Environmentally friendly
Caring
Q14 MacDonalds Net Promoter Score Scale The Net Promoter Score Scale for MacDonalds 10-point Likert Scale:
0 = Not likely to recommend at all
10 = Highly likely to recommend
Q15 Hungry Jacks/Burger Kings Net Promoter Score Scale The Net Promoter Score Scale for Hungry Jacks/Burger King. 10-point Likert Scale:
0 = Not likely to recommend at all
10 = Highly likely to recommend
Q16 Likelihood to purchase MacDonalds in the next month The respondents likelihood to purchase MacDonalds in the next month. 1 = No
2 = Yes
Q18
Q19
Q20 Brand Attachment Scale (for MacDonalds) The respondents feeling of attachment and belonging to the brand. 3-item construct measured on a 7-Point Likert Scale:
1 = Strongly Disagree
7 = Strongly Agree
The items included in the scale are:
I feel bonded with the MacDonalds brand. (Q18)
I feel connected with the MacDonalds brand. (Q19)
I feel attached to the MacDonalds brand. (Q20)
Q21_1
Q21_2
Q21_3 Perception of Sustainability Scale (for MacDonalds) The respondents perception of MacDonalds as a sustainable brand. 3-item construct measured on a 7-Point Likert Scale:
1 = Strongly Disagree
7 = Strongly Agree
The items included in the scale are:
MacDonalds is a socially responsible company.
MacDonalds is concerned to improve the well-being of society.
MacDonalds follows high ethical standards.
Q23_1
Q23_2
Q23_3
Q23_4
Q23_5
Healthy Eating Tendency Scale The respondents tendency of eating healthy food. 5-item construct measured on a 7-Point Likert Scale:
1 = Strongly Disagree
7 = Strongly Agree
The items included in the scale are:
I like to find new ways to create meals that are good for my health.
It is fun to create meals that are good for my health.
I am interested in eating healthy.
I take pleasure in fixing healthy meals.
I am satisfied with eating healthy.
Q24_1
Q24_2
Q24_3
Q24_4
Q24_5
Q24_6
Q24_7
Q24_8
Q24_9
Q24_10
Q24_11
Q24_12
Q24_13 Self-Control Scale The respondents capacity to override or change ones inner responses, as well as to interrupt undesired behavioural tendencies and to refrain from acting on them 13-item construct measured on a 7-Point Likert Scale:
1 = Strongly Disagree
7 = Strongly Agree
The items included in the scale are:
Im good at resisting temptation.
I have a hard time breaking bad habits. (R)
I am lazy. (R)
I say inappropriate things. (R)
I do certain things that are bad for me, if they are fun. (R)
I wish I had more self-discipline. (R)
Pleasure and fun sometimes keep me from getting work done. (R)
I have trouble concentrating. (R)
I am able to work effectively toward long-term goals.
Sometimes I cant stop myself from doing something, even if I know it is wrong. (R)
I often act without thinking through all the alternatives. (R)
I refuse things that are bad for me.
People would say that I have iron self- discipline.
Con1 Experimental Condition Variable indicating whether the respondent was assigned to either the $8.00 ad or the $7.99 ad. 0 = $8.00 ad (control condition)
1 = $7.99 ad (odd-even price condition)
Q28 Ad credibility The respondents perceived credibility of the ad shown in the experiment. 1-item construct measured on a 5-Point Likert Scale:
1 = Extremely not credible
5 = Extremely credible
Q29 Likelihood to Try Product The respondents likelihood to try the new product advertised in the ad shown in the experiment. 1-item construct measured on a 5-Point Likert Scale:
1 = Extremely unlikely
5 = Extremely likely
Q30 Interestingness of the Product The respondents perceived interestingness of the product in the ad shown in the experiment. 1-item construct measured on a 5-Point Likert Scale:
1 = Extremely uninteresting
5 = Extremely interesting
Note: R indicates the items that are negatively worded and need to be reverse-coded.
Appendix 2: Questionnaire
Q1
Dear student,My name is Dr. Alex Belli and Im a lecturer at The University of Adelaide, Australia.The purpose of this research is to find out about peoples attitudes and perceptions of the fast-food industry in Australia. Your task will simply be to answer a series of questions truthfully by ticking a box or by selecting an option on a scale. Please note that there are no right or wrong answers, I am interested in your own personal opinion.This study is only going to be used for educational purposes for the subject MARKETNG2002 - Marketing Analytics delivered at The University of Adelaide, and you will not be identified by the data collected.If you agree to be part of our survey, please continue with answering the survey questions. If you have concerns about the research that you think I can help you with, please feel free to contact me on the following email address: alex.belli@adelaide.edu.au.
Socio-demographic questions
Q2 In the following section of the survey, youll be asked a series of standard socio-demographic questions. Please respond truthfully. There are no right or wrong answers and your response will be completely confidential.
Q3 What is your age?
18 26 34 43 51 59 67 75 84 92 100
Age
Q4 What is your gender?
Male
Female
Non-binary
Prefer not to say
Other, please specify: ________________________________________________
Q5 What is your annual gross income in Australian dollars?
$0 to $9,875
$9,876 to $40,125
$40,126 to $85,525
$85,526 to $163,300
$163,301 or more
Q6 Are you an international or local student based on your enrollment at The University of Adelaide?
International
Local
Q7 Please specify your ethnicity:
White/Caucasian
Hispanic or Latino
Black or African American
Indiginous Australian
Asian/Indian
Middle-eastern
Pacific Islander
Other, please specify: ________________________________________________
Q8 What is your country of birth?
Australia
China
Malaysia
India
Other, please specify: ________________________________________________
Q10 Where are you currently located?
In Australia
Overseas
Q22 Do you consider yourself vegan?
No
Yes
Fast-food Market Perceptions
Q9 In the following section of the survey, youll be asked a series of questions related to your attitudes and perceptions about the fast-food market in Australia. Please respond truthfully. There are no right or wrong answers.
Q11 How often do you have fast-food?
Never
Once a fortnight or once a month
Once a week
Every 2 or 3 days
Every day
Page Break Q13 How much do you usually spend on fast food on a monthly basis (in Australian dollars)? If you spend more than $200, just move the slider to $200.
0 20 40 60 80 100 120 140 160 180 200
$$$
Q12 Now, I am interested in discovering what your perceptions are of the following fast-food brands. For each brand option below (in the rows), click all the adjectives or concepts (in the columns) you associate with them. You can tick more than one adjective or concept per brand.
Healthy Quality food Good value for money Environmentally Friendly Caring
MacDonalds Hungry Jacks/Burger King Kentucky Fried Chicken Oportos Guzman y Gomez
Q14 How likely are you to recommend MacDonalds to a friend or colleague?
0
1
2
3
4
5
6
7
8
9
10
Q15 How likely are you to recommend Hungry Jacks/Burger King to a friend or colleague?
0
1
2
3
4
5
6
7
8
9
10
Q16 Are you likely to purchase any products at MacDonalds in the next month?
No
Yes
Psychographic Traits and Brand Attitudes
Q17 In the following section of the survey, youll be asked a series of questions related to your attitudes about MacDonalds. Please respond truthfully. There are no right or wrong answers.
Page Break
Q18 I feel bonded with the MacDonalds brand.
Strongly disagree
Disagree
Somewhat disagree
Neither agree nor disagree
Somewhat agree
Agree
Strongly agree
Q19 I feel connected with the MacDonalds brand.
Strongly disagree
Disagree
Somewhat disagree
Neither agree nor disagree
Somewhat agree
Agree
Strongly agree
Q20 I feel attached to the MacDonalds brand.
Strongly disagree
Disagree
Somewhat disagree
Neither agree nor disagree
Somewhat agree
Agree
Strongly agree
Q21 Please rate the degree to which you agree or disagree with the following statements.
Strongly disagree Somewhat disagree Neither agree nor disagree Somewhat agree Strongly agree
MacDonalds is a socially responsible company. MacDonalds is concerned to improve the well-being of society. MacDonalds follows high ethical standards. Q23 Please rate the degree to which you agree or disagree with the following statements.
Strongly disagree Somewhat disagree Neither agree nor disagree Somewhat agree Strongly agree
I like to find new ways to create meals that are good for my health. It is fun to create meals that are good for my health. I am interested in eating healthy. I take pleasure in fixing healthy meals. I am satisfied with eating healthy. Q24 Please rate the degree to which you agree or disagree with the following statements.
Strongly disagree Disagree Somewhat disagree Neither agree nor disagree Somewhat agree Agree Strongly agree
Im good at resisting temptation. I have a hard time breaking bad habits. I am lazy. I say inappropriate things. I do certain things that are bad for me if they are fun. I wish I had more self-discipline. Pleasure and fun sometimes keep me from getting work done. I have trouble concentrating. I am able to work effectively toward long-term goals. Sometimes I cant stop myself from doing something, even if I know it is wrong. I often act without thinking through all the alternatives. I refuse things that are bad for me. People would say that I have iron self-discipline. Q25 In the next and final section of the questionnaire, you will be shown an advertisement for a new product offered at MacDonalds. After observing and analysing it, answer a few questions based on your perceptions and attitudes towards the ad.
Start of Block: Condition 1: $ 7.99
Q26
End of Block: Condition 1: $ 7.99
Start of Block: Condition 2: $ 8
Q27
End of Block: Condition 2: $ 8
Start of Block: Responses to the ad
Q28 How credible didthe ad look to you?
Extremely not credible
Somewhat not credible
Neither credible nor not credible
Somewhat credible
Extremely credible
Q29 How likely are you to try this new product?
Extremely unlikely
Somewhat unlikely
Neither likely nor unlikely
Somewhat likely
Extremely likely
Q30 How interesting do you find this new product?
Extremely uninteresting
Somewhat uninteresting
Neither interesting nor uninteresting
Somewhat interesting
Extremely interesting
