INDIVIDUAL PROJECT 1 Using Microsoft Word for Assignments / Tables Learning objectives To review and update Microsoft Word skills needed for writing marketing research reports. Your goal while writing reports should be to effectively communicate your findings. Tables, graphs, pictures and other figures help to convey the findings to the person reading your report. Background: One of the things market researchers like to examine is if likelihood of purchase of a brand is related to gender and income levels. The definitions of the numeric values are provided at the bottom of the table. The data is as follows: Respondent Likelihood of Purchase Gender Income A B C D E F NNEWWNNWWWWWNNWWWENNWWWNNNWW YUNNANNWMANNUAWWAUWNEEDVIEW AA BB CC DD Likelihood of purchase: very likely - 5, likely - 4, undecided - 3, unlikely - 2, very unlikely - 1; Gender: male - 1, female - 2Income: under $30,000 - 1, $30,000-$75,000 - 2, over $75,000 - 3 Your task: 1. Create two tables: Cross tabulate the likelihood of purchase (row) by gender (column). Cross tabulate the likelihood of purchase (row) by income level (column). Make sure to display marginal totals obtained by summing across rows and columns. The grand total can be calculated by summing the row totals or the column totals. It is a good idea to do both as a check of your arithmetic. 2. What conclusions can you draw about the relationship between gender and likelihood of purchase and that between income and likelihood of purchase? 3. Create appropriate charts/graphs to highlight important findings using the "Chart" feature in word. 4. Write a brief report giving the background and discussing important findings. Note that while you are able to draw general inference from the table, it will not directly highlight a particular relationship between the three variables. Make sure tables and graphs (figures) are properly formatted. Formatting Requirements: L. Saving your File The assignment should be saved as a file entitled: Student LASTNAME_FIRSTNAME_INDIVIDUAL_Assignment1 IL. Text All text should be left justified. Paragraphs should not be indented and should, instead, be separated by a space. Use size 12 Calibri font. Edit your writing for spelling and grammar. Do not insert unnecessary spaces between paragraphs. Learn to use indents (indent command) and tabs stops rather than space bar to control the placement of text. Write as concisely as possible. While not important for this brief assignment, it will be crucial for subsequent assignments. III. Title Page Include a title page with your name, student number, course number (MKT 3550 Marketing Research), assignment number and submission date. While not important for this assignment, it is a good practice to follow. Use Insert > Pages > Cover Page. IV_ Point of View All reports submitted should be written in 3rd person. Do not use "I" or "we." Headers/Page NumbersUse Word Header & Footer to insert a header, including your last name and the page number, positioned at the top right side of the page Your name should be separated from the number using a vertical line, similar to "Brown | 1". The title page should not have a page number. Use Roman numerals (i, ii, ini, etc.) for the page numbers for the Table of Contents, List of Charts/Figures, and List of Tables pages. This is accomplished using Section breaks and will be illustrated in class. For the main paper start a new section. Use Insert > Break > Section Break (next page) to accomplish this. Arabic numbers (1, 2, 3, etc.) begin on the first page of the assignment and should be used for all subsequent pages (including appendices when applicable). VI. Headings Use Word Styles to consistently format your headings for sections and subsections. You may use the 'Style" pane is word to format how you want your heading/subheadings to look. VIL Tables and Graphs Use consistent formatting for tables and graphs. Consider the following guidelines for effective graphics in your report: a) Tables Center the table on the page. Set the table apart from the rest of the text . Maximize white space. Eliminate vertical lines between cells. . Where possible, minimize the number of horizontal lines between cells. (see chapter 20 of the text for examples) b) Charts/Graphs Do not include chart titles. Your figure caption should sufficiently introduce the contents of your chart/ graph. Do include axis titles (with units). Eliminate/Reduce horizontal and vertical gridlines when appropriate. Horizontal and vertical gridlines should only be included if they highlight key data points or are critical for making your graph more legible. (see chapter 20 of the text for examples) When inserting graphs into a report, make sure they are an appropriate size. . Graphs/Figures should be as small as possible, while still remaining clear and legible to the naked eye without the need for zoom. It is appropriate to conserve space and place figures side-by-side if they are clear, legible, and their content is related. VIII Captions Include captions below figures and above tables using the "Captions" tool under INSERT tab. The Caption/title should be clear and descriptive of the information being presented in the table.Refer to each figure and table in the body of your report using "cross- reference" command. Using "caption" will enable you to generate automatic lists of figures and tables. It also hyperlinks to the tables and figures. IX Table of Contents Use Word "Table of Contents" to generate a Table of Contents page from the headings. Note that Word will do this automatically provided that you have used styles for your section headings. The most important thing is that you apply the styles as you go along, and make sure that all your text has correct style: "Normal" for body text, "Heading 1" for title/section headings, "Heading 2" for subsection, Heading 3 for sub-subsections and so forth. X. List of Figures/ List of Tables Use Inset Table of Figures to generate a List of Figures and List of Tables immediately after the Table of Contents page, generated from the captions used for your figures. References > Insert Table of Figures. Word Commands that you must develop proficiency in: Insert, modify, format table, convert text to a table Sections and Section Breaks Indents and Tab Stops Headers and Footers, page layout Page Numbers in conjunction with different sections of the document Use of Headers and sub-headers Formatting headers and sub-headers using Style command Add captions, cross-references, bookmarks, hyperlinks Integrate pictures and text, adjust image appearance