Explorics: Survey Analysis.
Explorics: Survey Analysis
Use Qualtrics to analyze the results of the survey by performing appropriate frequency, cross-tab, and case analyses. To ensure the proper use of Qualtrics, we’ll provide an in class training video and post the video on BB for future reference. Using Qualtrics, you will need to create tables, charts, and graphs of the data to create the useful information essential to your analysis. The pertinent tables and charts can be appendices to the paper and do not count in the page limit.
You will be graded on the completeness of your analysis and on the quality of the writing. Be sure to identify the most significant information found in the survey.
Your analysis and the resulting report should clearly align the data with the distinct markets and opportunities. This may include insights from your secondary research in Assignment 1.
Parameters: No more than 6 pages of text (plus value-added attachments, tables, charts, etc.), 12 point font, double-spaced, 1 inch margins.
Introduction – Provide a brief summary of the survey and data being used for your analysis. Include: reason, topic, dates, number of respondents, and any other important information.
Overall Demographics of All Respondents – Summarize the demographics of the respondents. How many respondents were there and what are the demographic characteristics (size of company, size of marketing department, title/position of respondent, etc.). Include the most important numbers and percentages in your narrative and include copies of relevant supporting data charts and/or tables in your appendices.
Attitudes & Behaviors of All Respondents – What did you learn about respondents’ attitudes and behaviors toward marketing analytics software? What were respondents’ attitudes toward products, price, promotion, and distribution? Include the most important numbers and percentages in your narrative and include copies of relevant supporting data charts and/or tables in your appendices.
Profile of Respondents who would consider or influence decisions for Explorics – Create a profile of those who are likely to use marketing analytics software. What are their company’s demographic characteristics (size, market, etc.)? What did you learn about their attitudes and behavior towards these types of purchases? What are their attitudes toward product, price, promotion, and distribution? Include the most important numbers and percentages in your narrative and include copies of relevant supporting data charts and/or tables in your appendices. Note: this section is different than the “overall demographics” above since it only pertains to those would consider Explorics.
Target Market Segments – Using the profile analysis above, identify and discuss the target segments that emerge from your segmentation analysis. Discuss how this relates to your analysis in assignment 1.
Remember, the basic concept of strategy is to concentrate your scarce resources at the decisive points. Your target market represents one application of this concept. You usually cannot be strong everywhere. You must be strong where it counts, in this case, the markets you target.
Based on your analysis of your secondary research (assignment 1) and the survey results, describe the target market segment(s) you have chosen. Provide an explanation of your target market segment(s). Identify the size (number of companies) of the target market segment(s) you have chosen?
Market Opportunities and Problems– Based on your analysis of your secondary research and the survey results (above analysis), identify your conclusions for Explorics with respect to the target markets you selected. Create a bullet list for each of the following areas.
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