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Please use the NCU cover sheet. See my comments in the margins and at the end of the paper. Dr. Terrence Kroeten Total grade 82% Writing 99% May 13, 2013

Data Analysis and Reporting Angela Austin Northcentral University MKT6005 Dr. Kroeten 05/07/2013


NORTHCENTRAL UNIVERSITY ASSIGNMENT COVER SHEET Student: Angela Austin Academic integrity: All work submitted in each course must be your own original work. This includes all assignments, exams, term papers, and other projects required by your instructor. Knowingly submitting another persons work as your own, without properly citing the source of the work, is considered plagiarism. This will result in an unsatisfactory grade for the work submitted or for the entire course. It may also result in academic dismissal from the University.

<Course ID Number>MKT6005

<Instructor> T. Kroeten

<Course Title> Marketing Research

<Assignment Number or Title> 7


<Add student comments here>I hope this is ok.

Faculty Use Only


Data Analysis and Reporting Introduction According to Babbie, 2007/2010: Recent decades of social science research have tended to focus on quantitative data analysis techniques. This focus, however, sometimes conceals another approach to Making sense of social observations: qualitative analysismethods for examining social research data without converting them to a numerical format. This approach predates quantitative analysis. It remains a useful approach to data analysis and is enjoying a resurgence of interest among social scientists. (p394) This paper will first compare and contrast quantitative research and qualitative research in marketing by presenting and analyzing responses obtained from a qualitative questionnaire using quantitative research methods. Next, it will discuss the results, and explain the meaning of the data, identify and explain significant and non-significant results. Finally, it will argue the findings of hypothesis testing, and cause/effect relations among the variables. Questionnaire

Key West Live Rock Website Sales

1. I would rather purchase Key West Live Rock on the internet than in a pet store Strongly agree 1 2 3 4 5 strongly disagree 2. I would purchase live rock online if there was 24hour customer service via instant messaging Strongly agree 1 2 3 4 5 strongly disagree 3. If I were offered free shipping, I would be more willing to buy live rock online? Strongly agree 1 2 3 4 5 strongly disagree


4. I would be more likely to purchase live rock online if it was cheaper to buy online than at a pet store? Strongly agree 1 2 3 4 5 strongly disagree

5. If there were Pre established packages sold at various weights I would purchase live rock online. Strongly agree 1 2 3 4 5 strongly disagree 6. I would be willing to pay the cost If there was an overnight shipping Strongly agree 1 2 3 4 5 strongly disagree 7. I Live in a rural area and have no access to a pet store Strongly agree 1 2 3 4 5 strongly disagree 8. I am: 10-20, 20-30, 30-40, 40-50, 50-60 9. I make: Under 30,000-40,000, 40,000-50,000, 50,000-60,000, 60,000-70,000, 70,000 or over 10. Single people have more time than married people for a hobby such as a salt water aquarium. Strongly agree 1 2 3 4 5 strongly disagree

Data Respondents

Q-1 Q-2 Q-3 Q-4 Q-5 Q-6

1 5 3 4 5 4

4 3 4 2 1 3

5 2 1 4 5 2

3 3 4 2 2 2

4 4 2 4 5 5

3 2 5 3 4 3

5 4 4 5 3 5

2 1 3 1 5 2

4 5 2 4 1 5

3 3 5 3 3 4

34 32 33 32 34 35


Q-7 Q-8 Q-9 Q-10

2 4 3 4

4 2 4 2

3 5 4 3

3 5 5 5

5 3 4 1

4 1 5 4

2 2 3 3

4 5 1 5

1 4 5 1

3 2 4 3

31 33 38 31













Findings Results of the qualitative questionnaire are as follows: 34% of respondents would rather buy live rock online than in a pet store. 32% of respondents would purchase live rock online if there was 24 hour customer service via instant messaging. 33% of respondents would be more willing to purchase live rock online if there were free shipping. 32% of respondents would be more willing to purchase live rock online than in a pet store. 34% of respondents would be more willing to buy live rock online if they were offered free shipping, 35% of respondents would be willing to pay for overnight shipping. 31% of respondents that live in rural areas without access to a pet store would be more likely to purchase live rock online.


Out of ten people surveyed, two people were 40-50, three people were 20-30, and three people were 50-60. And one person was in the 10-20, age bracket and one person in the 30-40 age brackets. 4 out of ten people had an income of 60-70 thousand dollars a year. Two out of ten individuals were in the 70,000 and up category. Two out of ten individuals made 50-60 thousand dollar a year bracket, and one person made fewer than 30,000. 31% of single individuals feel they have more time for a hobby such as salt water aquariums.

Conclusion The hypothesis here is that there is a market for online live rock sales. Testing Included a qualitative questionnaire that produced quantitative data. Data shows a mean of 33% of people would be willing the purchase live rock online.


References Babbie, E. (2010). The Practice of Social Research (12th ed.). Belmont, CA USA: Wadsworth Cengage Learning. (Original work published 2007) Ethics and Target Marketing: The Role of Product Harm and Cons. (1997). Journal of Marketing, 1-20. doi:01448037 Interactive Advertising. (Illusion Factory). (2012). The Illusion Factory 2011 Banner Reel Part 2 - Examples of Rich Media Inte [Video]. Video posted to Web site: http://

OK. Given the circumstances, you at least were able to present some quantitative data. You are still confused about qualitative approachesbut that is water under the bridge, now. You dont really present a comparison of quantitative and qualitative approaches. Since that isnt an issue in the next assignment, concentrate on putting a good quantitative paper together for Activity 8.

You need to present your hypotheses and then, show how the data support (or dont support those hypotheses).

You can present the means of the questions and come to some conclusions (for example, in Q1, the mean of 3.4 indicated that there was a positive response to the questionhowever, as you can see from my comments in the margins, the response is much clearer (in this case) if you use the Two-Box method).


You can also do some cross-tabulations. Is there a relationship between age and the willingness to purchase online (as measured by Q1)? Income and the willingness? Rural access and the willingness? You could add a questiongenderand determine if there are gender differences in the willingness (or in any of the other questions).

Lets use gender as an example. Suppose that 5 men and 5 women responded. Then (for ease explanation) the first five responses to Q1 (and all of the other questions) came from men. Now we can compare. So for Q1: the responses are 14534 men 35243 women You can see that the mean would be exactly the same, so you could conclude that there is no significant difference in the responses of men and women to Q1. (If you had a mean difference, you could compare means using a t testor you could let SAS or SPSS calculate the Chi-square statistic for differences).

It is clear that there are some quantitative knowledge gaps in your background but we will have to move on, as best we can. Try not to say anything about the data that you cant demonstrate with your manipulation of the numbers.

Good luck on the last Activity.

Dr. Terrence Kroeten