AMB305 Supplementary Assignment Maximum 5000 words (+/- 10%) This assignment is designed to help you understand how qualitative and quantitative consumer data can be analysed

AMB305 Supplementary Assignment Maximum 5000 words (+/- 10%) This assignment is designed to help you understand how qualitative and quantitative consumer data can be analysed and interpreted to inform marketing decisions. The assignment has three parts. PART A (approx. 500 words) Describe conceptually the data analysis techniques of ANOVA, factor analysis and regression. What is the purpose of each technique? How is the technique implemented in SPSS? How is each technique used in marketing? PART B (approx. 2500 words) Analyse a quantitative dataset provided by a commercial client (see client brief on p. 4-6 for further information) using SPSS and then report the findings of your analysis. The report will require you to (a) identify a research question (or multiple questions), (b) meaningfully analyse, interpret, and report the data, and (c) identify critical marketing insights from the data. You should use your knowledge of marketing, as well as academic literature, to inform your data analysis and reporting. Part B of the report should comprise the following sections. Please use these as your headings:

Research Purpose (approx. 150 words)

Briefly introduce the business problem that you are trying to address. What do we know about this phenomenon? What are you aiming to discover? State the research question(s) that will guide your analysis.

Data Analysis (approx. 1750 words)

Using SPSS, report the findings of your data analysis. This is likely to involve (a) describing the key characteristics of the sample and the data using descriptive statistics, (b) conducting factor analysis to identify whether the multi-item scales are appropriate to use in subsequent analysis, and (c) reporting results that are relevant to the research questions presented in Section 1 (e.g., t-tests, ANOVAs, regression). The structure of this section will depend on your research questions. You may find it useful to add subheadings to clearly delineate your findings and how they address each research question. You can use tables and other summarising diagrams to represent your findings (not included in the word count). 3. Critical Marketing Insights (approx. 600 words) Outline three implications that result from your analysis of the data. If appropriate, use the marketing literature to support your insights. PART C (approx. 2000 words) In Part B, you were provided with a quantitative dataset to analyse, but this business problem could also be addressed qualitatively. Describe how you might conduct a qualitative study on the same topic.

What research question(s) would you propose (which may be similar or different to the one(s) you proposed in Part B)? Justify why qualitative research would be appropriate to answer this question.
How would you collect the data (e.g., focus groups, interviews, observations)?
What sample would you recruit? Why?
How would you analyse the data?
What themes or patterns might you find in the data?

References (not included in word limit) Appendix (only if required; not included in word limit) Submission Checklist Before you submit your assignment, check off the following to ensure you have addressed each requirement: D I have used 1.5 spacing, a readable font (e.g., Times, Calibri, Arial) and 2.5cm margins. D I have created a cover page stating my details (names, student number, and word count). D I have supplemented my analysis with some marketing theory or academic publications. D I have limited my report (Parts A to C) to a maximum of 5000 words (not including any tables, diagrams or quotes). D I have used APA style citations throughout the report in accordance with QUTs Cite Write guide. I understand that failing to cite my sources appropriately will result in my assignment being flagged for plagiarism and reported as misconduct. D I have included a reference list at the end of my report. D I have considered the quality of my sources and only cited appropriate resources (i.e., not Wikipedia) in my assignment. D I have read the CRA and compared my submission with the standard I hope to achieve. D I have submitted my assignment to dominique.greer@qut.edu.au on or before the due date. D I have backed up an electronic copy of my final submission and could produce it if requested by the Unit Coordinator. D I have added an acknowledgement to my cover page if my assignment was crafted with the assistance of generative AI/large language models such as ChatGPT. Research Brief from the Australasian Performing Right Association/Australasian Mechanical Copyright Owners Society Music (APRA AMCOS) APRA AMCOS is interested in understanding what drives Australian consumers intentions to pirate music online, and whether intentions to pirate music online differ across population segments. They have surveyed 885 English-speaking Australians who regularly use the internet to understand their intentions. What insight can you provide them? The survey includes the following variables: FOCAL CONSTRUCT Response Code: 1-7 (Strongly Disagree to Strongly Agree) (reverse coded items in yellow) OMPI Online Music Piracy Intention

OMPI1	I am likely to download music without paying for it in the future.
OMPI2	I intend to pirate music online soon.
OMPI3*	I do not think I will illegally download music any time soon.*
OMPI4	I will probably download music illegally in the future.

PAST BEHAVIOUR Response Code: 1-7 (Strongly Disagree to Strongly Agree) (reverse coded items in yellow) PP Past Piracy Behaviour

PP1	I have downloaded music without paying for it regularly in the past.
PP2	I illegally download music regularly.
PP3	I avoid paying for music by downloading it from the internet.
PP4	I have illegally downloaded music from the internet often.

INDIVIDUAL CHARACTERISTICS Response Code: 1-7 (Strongly Disagree to Strongly Agree) (reverse coded items in yellow) RA Risk Aversion

RA1	I would rather not do anything unethical online.
RA2	I like to stay on the right side of the law.
RA3	I avoid illegal behaviour.
RA4	I would consider it a big risk if I downloaded music illegally.
RA5*	I would feel safer if I didnt risk an illegal music download.*
RA6	Downloading music online without paying for it is too risky.

IMP Impulsiveness

IMP1	I often make unplanned purchases.
IMP2	I like to purchase things on a whim.
IMP3*	I tend to think twice before committing myself to a purchase.*
IMP4*	I always stick to my shopping lists.*

PC Price Consciousness

PC1	I usually buy the cheapest product available.
PC2	I usually purchase items on sale.
PC3	I often find myself checking prices.
PC4	A person can save a lot of money by shopping for bargains.

ATTITUDES Response Code: 1-7 (Strongly Disagree to Strongly Agree) (reverse coded items in yellow) PU Perceived Unfairness

PU1	Recording companies rip off consumers.
PU2	The music industry charge well above a fair rate for music.
PU3	Recording companies have unfair pricing structures.
PU4	Consumers should not have to pay so much for music.
PU5*	The prices companies charge to buy music in Australia are fair. *
PU6	Recording companies are just big businesses that take advantage of music fans.

OTHER VARIABLES

AGE (in years)	What is your age, in years?	years
SUBURB (postcode)	What is the post code of your suburb of residence?	___ ___ ___ ___
NAT 1 = Aust 2= Non-Aust	What is your nationality?

SEX 1= Male 2=Female	What is your gender?	Male	Female
REL 1 = Single 2 =Partnered	What is your relationship status?	Single	Partnered

INTERNET ACCESS 1=Home 2=Work 3=Other

From which location do you access the Internet the most?

Home

Work/Uni

Other

AMB305 Supplementary Assignment

	PASS	FAIL
Research purpose and approach (10%)	You provide an appropriate explanation of the statistical tests and qualitative approach. You explain why the research is important, and relate this to some marketing literature. You state and justify the research question(s) in a limited way.	You do not provide an appropriate explanation of the statistical tests and qualitative approach. You fail to explain why the research is important, or sufficiently relate this to relevant marketing literature. You fail to state and justify the research question(s) in a reasonable way.
Use of technology to aid data analysis in research (30%)	You demonstrate a basic use of software to aid your quantitative data analysis. Your report evidences basic technical skill but might be difficult to understand for an external party.	You fail to demonstrate a basic use of software to aid your quantitative data analysis. Your report does not evidence sufficient technical skill and/or is unable to be understood by an external party.
Evidence of systematic analysis of data (30%)	You systematically analyse the data, but the analysis may contain some errors. You are mostly correct in your interpretation of the data analysis and offer mostly clear, mostly succinct descriptions of the relationships between the constructs in the study. Each research question is addressed at a basic level. You demonstrate basic understanding of qualitative research techniques and propose appropriate analysis and thematic outcomes. The research question(s) would be addressed at a basic level.	You fail to demonstrate sufficient ability to systematically analyse the data. You are not correct in your interpretation of the data analysis. Explanations of the relationships between the constructs in the study are unclear. Not all research questions are adequately addressed. You fail to demonstrate basic understanding of qualitative research techniques and/or propose appropriate analysis and thematic outcomes. The research question(s) would not be addressed at a basic level.
Critical marketing Insights (10%)	You provide limited and/or unsophisticated insights that fail to enhance academic and practical understanding of the phenomenon. You do not justify your insights well and/or fail to use appropriate theoretical support.	You fail to provide appropriate insights or justifications to enhance academic and practical understanding of the phenomenon. You fail to use appropriate theory to justify your insights.
Primary research undertaken (10%)	You incorporate a limited range of well-respected information sources that are somewhat relevant to the phenomenon under investigation.	You fail to sufficiently incorporate well-respected information sources relevant to the phenomenon under investigation.
Written presentation (structure and format) (10%)	You organise the content sufficiently but make several technical errors. You reference material but miss some items or key details.	You present content in an incoherent way and make frequent technical errors throughout the report. You do not reference appropriately.