Description of the Marketing Research Project

Describe the marketing research knowledge and skills that you developed as a result of this project.

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This project has been of immense importance to me in building my marketing research knowledge and skills. To complete the data analysis related to this project, it required the use of SPPS to compute the data as well prepare graphical presentations. With SPSS being a statistical analysis tool, its use in this project provided me with an opportunity to learn the various ways in which this tool can be utilized. First, I discovered how to enter data into the program as well as to edit the data. I also learned how to present data in the form of a graph as well as to draw conclusions from SPPS. By use of SPPS, I was able to verify and correct all the incorrect numbers on the worksheet that I was working on. Most importantly, the use of SPPS enabled me to conduct descriptive analysis such as frequency distributions, mean and standard deviation, median, mode and total sum among others.

Regarding the analysis of my assigned variables, I learned of fascinating ways of noting the gender differences as well as preparing the graphs and tables for the final presentation. For instance, to ensure the overall quality of the presentation, I was able to consistently use the same font type, size and color. By using the partial data and rearrange function, I was able to make the graphs appear in descending order. While it is important to focus on the accuracy of the data, data presentation should also be done in a clear and presentable manner to make it easy for the reader to read and interpret the presented information.

In what ways did this assignment connect to concepts taught in Marketing Research earlier in the semester?

There are many concepts that were taught in Marketing Research that can be connected to this assignment. For instance, the concept of data and measurement scales was broadly discussed in the Marketing Research class. Measurement scales refer to the various ways in which different types of variables can be categorized. One of the measurement scales that are available is the nominal scales that are often used to label variables. Regarding this assignment, the nominal scale that was used to differentiate the different variable in the project i.e. the males and the females was gender. There were other nominal examples used in this assignment in the categories of demographic include Student Activity and Varsity Athlete. The other concept relates to the comparisons involving percentage numbers. In this regard, we have to demonstrate the word number given that percentage numbers are not ratios and they do not have absolute zeros. Therefore, these figures had to be treated as the intervals.

Discuss other pertinent knowledge or skills that you enhanced?

Besides enhancing my research knowledge and skills, the completion of this order has also been helpful in other different ways. For instance, this project was very useful given that it provided me with the chance of enhancing my public speaking skills. Unlike before where I had only made presentations before professors and my fellow students, this time I had the opportunity to present before the senior level management team. This was an exciting experience for me regardless of the fact that it was challenging. Another benefit that I can attribute to the successful completion of this assignment is that it improved my cooperation skills. Since the assignment entailed working in a team, the ultimate objective could only have been achieved through collaboration between team members. In this regard, I believe I learned how to coordinate and cooperate with team members, and this will make me an effective team member in future. Besides, I also learnt the need and importance of being attentive to detail. One of the main critical aspects of this assignment was the accuracy of the data. This, therefore, required through perusal to ensure that the few mistakes that were there were corrected to improve the quality of the project. I learned that the reliability of any report is to a large degree dependent on the accuracy of the information being presented. This realization will enable me to be keener and pay attention to detail in my future assignments.

And, finally, give me feedback regarding the overall benefit of this project as a culminating experience in Marketing Research

In general, I can confidently ascertain that this project has been of immense importance by providing a practical experience to extend the lessons learned in Marketing Research. After the completion of the project, I now have a much better understanding of the steps to follow from the beginning of data collection to the final presentation of the complete report to the intended audience. I have also learned the importance of data as a fundamental source of information on which firms base their decisions. At first, I was not comfortable in looking at data and making insight since this was challenging to me. However, with the professors help, I have gradually become more confident. My experiences both in and outside the classroom have also assisted in this practice. I, therefore, have improved significantly in regards to interpretation of data as well as picking out insights.