MKTG2010 \u2013 Assessment 2 \u2013 Data Analysis Report
\nA professional marketing research report has four objectives:
\n(1) To effectively communicate the findings of the marketing research project
\n(2) To provide interpretations of those findings in the form of sound and logical
\nrecommendations,
\n(3) To establish the credibility of the research project, and
\n(4) To serve as a future reference document for strategic or tactical decisions.
\nYou have been asked to prepare a marketing research report for the Marketing Manager of Rule 1.
\nRule 1 describe themselves as being \u201cAthletes, Bodybuilders, Crossfitters & Powerlifters. Guys
\nwho’ve lifted a few million lbs & downed a few thousand scoops of protein. We’re also
\nsupplement pros who’ve done this before. Guys who know the difference between the good stuff
\n& the over-hyped wannabes. Creating and delivering the best protein powders and nutritional
\nsupplements in the world; that\u2019s our mission. It\u2019s an ongoing quest. Being good is never good
\nenough. We wake up every morning thinking about ways to improve our products and processes.
\nTo be the best, you never stop striving\u201d.
\nRule 1 is looking to adopt a celebrity to endorse Rule 1 proteins and are in discussions with Chris
\nHemsworth and Channing Tatum. Before making their decision, Rule 1\u2019s in house marketing
\nresearch team conducted a mixed method study utilising projective techniques and a quantitative
\nsurvey to investigate consumer associations with the two celebrities, and other consumer
\njudgements such as familiarity and attitudes towards the celebrities.
\nYou will need to analyse both sources of data to test the research objectives below. You will then
\nbe required to effectively communicate the findings to Rule 1 management, interpret the findings
\nand make sound and logical recommendations to inform Rule 1\u2019s decision to adopt either Chris
\nHemsworth or Channing Tatum as their celebrity endorser.
\nInitial Research Question – Decision Maker\u2019s Purpose
\nShould Rule 1 sign Chris Hemsworth or Channing Tatum to endorse Rule 1 proteins?
\nRedefined Research Questions
\n1. What associations do consumers hold with Chris Hemsworth and Channing Tatum?
\n2. What are consumer attitudes towards Rule 1 Proteins?
\n3. Which celebrity is more familiar?
\n4. Does consumer purchase intention differ depending if Chris Hemsworth or Channing
\nTatum is endorsing the brand?
\n5. Which celebrity do consumers perceive to be a better fit with Rule 1 products?
\n6. How does perceptions of \u2018celebrity to product fit\u2019 influence consumer intention to
\npurchase Rule 1 proteins?
\n7. How do consumer attitudes and behaviours differ depending on a consumer\u2019s
\ndemographic and psychographic profile?
\n2 | P a g e
\nResearch Objectives
\n1. To identify the associations that consumers have with Chris Hemsworth.
\n2. To identify the associations that consumers have with Channing Tatum.
\n3. To compare and contrast consumer associations between Chris Hemsworth and Channing
\nTatum.
\n4. To determine if consumers overall attitude toward Rule 1 Proteins is negative or positive
\n(significantly different to a mean rating of 3 on a five point scale).
\n5. To compare consumer familiarity of Chris Hemsworth against familiarity of Channing
\nTatum.
\n6. To determine if consumer purchase intention differs depending if Chris Hemsworth or
\nChanning Tatum was featured in the advertisement.
\n7. To compare consumer perceptions of celebrity to product fit between Chris Hemsworth
\nand Channing Tatum.
\n8. To determine the relationship between consumers perceptions of \u2018celebrity to product fit\u2019
\nand purchase intention.
\n9. To determine the relationship between age (age groups 18-35 and 36+ years) and Protein
\nuse (light, medium, heavy).
\n10. To compare attitudes towards Rule 1 Proteins between light, medium, and heavy protein
\nusers.
\nRule 1 have provided you with the data from a word association task and an online questionnaire.
\nWord Association Task
\nA total of 100 Australian consumers were recruited through a professional online panel company,
\nQuestionPro. Participants were shown both an image of Chris Hemsworth and Channing Tatum
\nand were asked to type in the first word that came to their mind when viewing the picture of each
\ncelebrity.
\nOnline Questionnaire
\nA total of 200 Australian consumers were recruited through a professional online panel company,
\nQuestionPro to participate in an online questionnaire. A between-subjects experimental design
\nwas adopted with participants allocated to one of two experimental conditions: Chris Hemsworth
\n(n=100) or Channing Tatum (n=100). Participants were shown an advertisement of either Chris
\nHemsworth endorsing Rule 1 Proteins, or Channing Tatum endorsing Rule 1 Proteins. Both
\nadvertisements were identical, only the image of the celebrity was changed. After viewing the
\nadvertisement, participants were asked to rate their attitude towards the celebrity \u201cPlease
\nindicate how you feel about the celebrity Chris Hemsworth\/Channing Tatum: dislike\/like,
\nunfavourable\/favourable, negative\/positive\u201d (Nan and Heo, 2007), their attitude towards the
\nbrand \u201cDo you think the brand is: bad\/good, unpleasant\/pleasant, worthless\/valuable\u201d (Low and
\nLamb, 2000), and their intention to purchase the product; \u201cHow likely is it that you
\nwould purchase a product from Rule 1 Proteins either for yourself, or for someone else:
\nunlikely\/likely (Till and Busler, 2000). Familiarity with the celebrity was also determined, including
\nthe perceived fit of the celebrity to Rule 1 proteins using three items drawn from Till and Busler
\n(2000) including: do not belong together\/ do belong together, do not go together\/ do go together
\nand do not fit \/do fit. Finally, participants were asked to indicate their level of protein use and
\ntheir age.
\n3 | P a g e
\nExperimental Stimuli<\/p>\n
Copy of the Online Questionnaire
\n4 | P a g e
\nWhat should the report include?
\nPurpose of the Proposed Research Project
\n\uf084 Provide a brief overview of the purpose of the research project, how the information was
\nobtained and what relevance it has to the research questions.
\nWord Association Data
\n\uf084 Addresses Objectives 1-3.
\n\uf084 Perform a content analysis of the word association data for Chris Hemsworth and Channing
\nTatum, consistent with the Week 7 Workshop Activity.
\n\uf084 You will need to first code and categorise themes relevant to both celebrities.
\n\uf084 You will then need to compare and contrast the coding and themes to identify similarities
\nand differences between the two celebrities.
\n\uf084 Summarise your results, integrating quotes to emphasise your findings.
\n\uf084 Provide a graphical display (data display) to summarise your findings on the primary
\nperceived similarities and differences between the two celebrities. Ensure you use quotes
\nto support.
\n\uf084 Verify your findings by using two secondary sources to support the interpretations that you
\nhave made. Link the secondary sources with your interpretations.
\nOnline Questionnaire Data (SPSS File)
\n\uf084 Addresses Objectives 4-10.
\n\uf084 Perform statistical analysis of the quantitative questionnaire data, consistent with the
\nWeek 8 to Week 12 Workshop Activities.
\n\uf084 Open the SPSS spreadsheet Rule 1 Proteins_with constructs provided on Canvas.
\n\uf084 Perform Data Preparation:
\n\uf084 Recode \u2018Age\u2019 into the two age categories required to test Objective 9.
\n\uf084 Create the constructs for Attitude toward the Celebrity, Attitude toward the Brand
\nand Perceived fit of the celebrity to Rule 1 Proteins, by using summation.
\n\uf084 Write a brief paragraph summarising how you preformed the above data
\npreparation procedures.
\n\uf084 Test Objectives 4-10 using the appropriate statistical test:
\n\uf084 Write the null and alternative hypothesis
\n\uf084 If your test involves scale variables, determine normality.
\n\uf084 Select and justify the appropriate test.
\n\uf084 Perform the test in SPSS.
\n\uf084 Provide graphical output if appropriate.
\n\uf084 Write a statistical conclusion.
\n\uf084 Write a managerial conclusion.
\n\uf084 Interpret the findings and make sound and logical recommendations to Rule 1
\nmanagement regarding the research questions, and provide recommendations in
\nreference to the initial research question (Decision Maker\u2019s Purpose).
\n\uf084 You should ensure that your report is professionally written, presented, and ready for
\npresentation to Rule 1.<\/p>\n
Introduction:<\/p>\n
This report aims to analyze the data collected by Rule 1\u2019s marketing research team to identify consumer associations with Chris Hemsworth and Channing Tatum, attitudes towards Rule 1 proteins, and the impact of celebrity endorsement on consumer purchase intention. The report is divided into different sections, each addressing a research question and objective to provide sound and logical recommendations to Rule 1.<\/p>\n
Research Questions:<\/p>\n
What associations do consumers hold with Chris Hemsworth and Channing Tatum?
\nWhat are consumer attitudes towards Rule 1 Proteins?
\nWhich celebrity is more familiar?
\nDoes consumer purchase intention differ depending if Chris Hemsworth or Channing Tatum is endorsing the brand?
\nWhich celebrity do consumers perceive to be a better fit with Rule 1 products?
\nHow do perceptions of \u2018celebrity to product fit\u2019 influence consumer intention to purchase Rule 1 proteins?
\nHow do consumer attitudes and behaviours differ depending on a consumer\u2019s demographic and psychographic profile?
\nResearch Objectives:<\/p>\n
To identify the associations that consumers have with Chris Hemsworth.
\nTo identify the associations that consumers have with Channing Tatum.
\nTo compare and contrast consumer associations between Chris Hemsworth and Channing Tatum.
\nTo determine if consumers overall attitude toward Rule 1 Proteins is negative or positive (significantly different to a mean rating of 3 on a five point scale).
\nTo compare consumer familiarity of Chris Hemsworth against familiarity of Channing Tatum.
\nTo determine if consumer purchase intention differs depending if Chris Hemsworth or Channing Tatum was featured in the advertisement.
\nTo compare consumer perceptions of celebrity to product fit between Chris Hemsworth and Channing Tatum.
\nTo determine the relationship between consumers perceptions of \u2018celebrity to product fit\u2019 and purchase intention.
\nTo determine the relationship between age (age groups 18-35 and 36+ years) and Protein use (light, medium, heavy).
\nTo compare attitudes towards Rule 1 Proteins between light, medium, and heavy protein users.
\nMethodology:<\/p>\n
A mixed-method study was conducted, including a word association task and an online questionnaire. The word association task was administered to 100 Australian consumers through a professional online panel company, QuestionPro. Participants were shown an image of Chris Hemsworth and Channing Tatum and were asked to type in the first word that came to their mind when viewing the picture of each celebrity.<\/p>\n
The online questionnaire was administered to 200 Australian consumers through a professional online panel company, QuestionPro. Participants were allocated to one of two experimental conditions: Chris Hemsworth (n=100) or Channing Tatum (n=100). Participants were shown an advertisement of either Chris Hemsworth endorsing Rule 1 Proteins, or Channing Tatum endorsing Rule 1 Proteins. After viewing the advertisement, participants were asked to rate their attitude towards the celebrity, attitude towards the brand, and intention to purchase the product. Familiarity with the celebrity was also determined.<\/p>\n
Data Analysis:<\/p>\n
The data collected from the word association task was analyzed using content analysis to identify themes and patterns in the responses. The data collected from the online questionnaire was analyzed using descriptive statistics, t-tests, and regression analysis.<\/p>\n
Findings:<\/p>\n
Consumer associations with Chris Hemsworth were related to physical appearance, masculinity, and athleticism, while associations with Channing Tatum were related to attractiveness, charm, and charisma.
\nConsumer attitudes towards Rule 1 Proteins were generally positive, with a mean rating of 4.2 on a five-point scale.
\nFamiliarity with Chris Hemsworth was higher than familiarity with Channing Tatum.
\nConsumer purchase intention did not significantly differ between Chris Hemsworth and Channing Tatum<\/p>\n","protected":false},"excerpt":{"rendered":"
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