MKT B362F Marketing Research Spring Term 2020 Extended Assignment - Extended EssayQuestion
MKT B362F Marketing Research Spring Term 2020 Extended Assignment - Extended Essay Due Date: 11 May 2020 (17:00) Weighting: 100 marks (equivalent to 30% towards your final grade) Word Limit: Extended Essay (Within 1,000 to 1,200 words) The overall organization and readability of this extended essay will account for 10 marks. Part A (20 marks) In response to the call of the HKSAR Government and to uphold our principle of making the health and safety of students our top priority, the teaching methods in this semester have changed a lot. Dr Tian is interested in identifying the relevant personality traits of students (X) and the choice of specific learning support (Y) (hint: behavioural tendencies of the teacher, availability of learning resources, characteristics of the teaching platform) that would affect the students' performance in MKT B362F (as measured by course results). Please suggest the independent variables X and Y in the following conceptual model: X H1 Student's H2 performance where X and Y are the student's personality traits and the choice of specific learning support, respectively, yet to be explored. i) Please write down your choice of X and Y, and explain the (8 marks)MKT B362F Marketing Research Spring Term 2020 Extended Assignment - Extended Essay Due Date: 11 May 2020 (17:00) Weighting: 100 marks (equivalent to 30% towards your final grade) Word Limit: Extended Essay (Within 1,000 to 1,200 words) The overall organization and readability of this extended essay will account for 10 marks. Part A (20 marks) In response to the call of the HKSAR Government and to uphold our principle of making the health and safety of students our top priority, the teaching methods in this semester have changed a lot. Dr Tian is interested in identifying the relevant personality traits of students (X) and the choice of specific learning support (Y) (hint: behavioural tendencies of the teacher, availability of learning resources, characteristics of the teaching platform) that would affect the students' performance in MKT B362F (as measured by course results). Please suggest the independent variables X and Y in the following conceptual model: X H1 Student's H2 performance where X and Y are the student's personality traits and the choice of specific learning support, respectively, yet to be explored. i) Please write down your choice of X and Y, and explain the (8 marks)rationales behind the possible conceptual relationships among the variables in your conceptual model. ii) State the underlying null and alternative hypotheses of HI (4 marks) and H2. iii) Suggest a statistical analysis method that can be used for (8 marks) testing HI and H2. Briefly explain why it is the best alternative. Part B (40 marks) i) You will need to design a questionnaire for the study you stated in (20 marks) Part A as a vehicle to find solutions for improving the student's performance. Your questionnaire must include an introduction and 15 questions. Guidelines: The 15 questions include: 1. Two filtering questions (Hints: you want to exclude respondents who cannot provide useful and relevant information); 2 . Three classification questions (two demographic variables and one lifestyle variable) (hint: a lifestyle variable is one that classifies interests, opinions, behaviours, or behavioural orientations of a individual); 3. A 5-item scale developed by you for measuring the personality trait (X) you stated in Part A; 4. A 5-item scale developed by you for measuring the applicability of learning support (Y) you stated in Part A. Please show your questionnaire on one A4 page. ii) Discuss whether you would choose to use Likert scales or (5 marks) semantic differential scales for i)(3) and i)(4) and justify your selections. Discuss whether you would choose to use 5-point, 6-point or 7- (5 marks) point scales for i)(3) and i)(4) and justify your selections. iv) Additionally, be sure to indicate the scale of measurement (5 marks)rationales behind the possible conceptual relationships among the variables in your conceptual model. ii) State the underlying null and alternative hypotheses of HI (4 marks) and H2. iii) Suggest a statistical analysis method that can be used for (8 marks) testing HI and H2. Briefly explain why it is the best alternative. Part B (40 marks) i) You will need to design a questionnaire for the study you stated in (20 marks) Part A as a vehicle to find solutions for improving the student's performance. Your questionnaire must include an introduction and 15 questions. Guidelines: The 15 questions include: 1. Two filtering questions (Hints: you want to exclude respondents who cannot provide useful and relevant information); 2 . Three classification questions (two demographic variables and one lifestyle variable) (hint: a lifestyle variable is one that classifies interests, opinions, behaviours, or behavioural orientations of a individual); 3. A 5-item scale developed by you for measuring the personality trait (X) you stated in Part A; 4. A 5-item scale developed by you for measuring the applicability of learning support (Y) you stated in Part A. Please show your questionnaire on one A4 page. ii) Discuss whether you would choose to use Likert scales or (5 marks) semantic differential scales for i)(3) and i)(4) and justify your selections. Discuss whether you would choose to use 5-point, 6-point or 7- (5 marks) point scales for i)(3) and i)(4) and justify your selections. iv) Additionally, be sure to indicate the scale of measurement (5 marks)(nominal, ordinal, interval or ratio) for each of the 15 questions of your questionnaire. V ) Comment on the overall design of your questionnaire in terms of (5 marks) clarity and appropriateness in relation to the research questions. (Hint: if some questions are modified from existing literature/ with support of secondary data, please provide proper citations.) Part C (30 marks) With the data collected, Dr Tian ran a t-test to see if there was a significant difference in the mean of X (from Q1 part (a)) between male and female students. The relevant SPSS output is shown below. SPSS Output Group Statistics Sample Mean Std. Deviation Std. Error Mean X Male 15 4.60 1.595 412 Female 15 3.60 986 254 Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval of the Sig. (2. Mean Std. Error Difference F Sig df tailed) Difference Difference Lower Upper Preference Equal 5.33 Before variances .Ow 2.066 28 .049 1.000 .484 009 1.991 Visiting assumed Equal variances not 2.066 23.334 .051 1.000 .484 -.001 2.001 assumed [Important Note: w=the 5" digit of your student ID. E.g. s1234567. So, w=5](nominal, ordinal, interval or ratio) for each of the 15 questions of your questionnaire. V ) Comment on the overall design of your questionnaire in terms of (5 marks) clarity and appropriateness in relation to the research questions. (Hint: if some questions are modified from existing literature/ with support of secondary data, please provide proper citations.) Part C (30 marks) With the data collected, Dr Tian ran a t-test to see if there was a significant difference in the mean of X (from Q1 part (a)) between male and female students. The relevant SPSS output is shown below. SPSS Output Group Statistics Sample Mean Std. Deviation Std. Error Mean X Male 15 4.60 1.595 412 Female 15 3.60 986 254 Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval of the Sig. (2. Mean Std. Error Difference F Sig df tailed) Difference Difference Lower Upper Preference Equal 5.33 Before variances .Ow 2.066 28 .049 1.000 .484 009 1.991 Visiting assumed Equal variances not 2.066 23.334 .051 1.000 .484 -.001 2.001 assumed [Important Note: w=the 5" digit of your student ID. E.g. s1234567. So, w=5]i) Interpret the t-test result and explain whether there is a significant (10 marks) gender difference. ii) Based on the result and the choice of your X (the same one as (20 marks) suggested in Part A (i)), suggest whether Dr Tian should use two different ways to motivate male and female students to learn, respectively. Additionally, indicate how other variables from the questionnaire could be useful to Dr Tian's analysis.i) Interpret the t-test result and explain whether there is a significant (10 marks) gender difference. ii) Based on the result and the choice of your X (the same one as (20 marks) suggested in Part A (i)), suggest whether Dr Tian should use two different ways to motivate male and female students to learn, respectively. Additionally, indicate how other variables from the questionnaire could be useful to Dr Tian's analysis
