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Unit10 [MT355]
Page 1 of 3
Unit 10 Assignment: Global Marketing Research –
Collaboration
and Competition
In this Assignment, you will be assessed based on the following outcome:
MT355-6: Understand competitiveness and collaboration in a global economy.
In this Assignment, you will describe how firms use marketing research to compete and collaborate
in the global economy.
Marketers engaged in conducting global research must be cognizant of the many factors that can
positively or adversely affect an organization, such as cultural, social, economic, competitive,
technological, political, and legal environmental conditions. Building and maintaining awareness of
the global market conditions requires great effort and diligence in order to minimize risk and
maximize profit potential for an organization. Developing communications channels, being aware of
cultural nuances, and competitive forces can impact the success of a marketing effort that is
invested in the global marketing environment. As a marketing researcher, you must develop a keen
awareness for the global marketing environment to protect and improve organizational interests.
Directions for Completing this Assignment:
To complete this Assignment, you will use the Random Scenario Generator (RSG) to select a
business issue, industry, and region of the United States. (Reminder: You will be prompted to select 1
of the 3 options for each of the variables. Once you have selected from each variable category, the
resulting scenario is to be the basis for your work on this Assignment. Each student’s scenario will be
documented.)
Next, you will research for a scholarly article on research conducted on your business issue and
industry relative to markets outside of the United States. You may request an article from the Purdue
Global Library.
You will prepare a compare and contrast paper discussing how global market research compares to
U.S. market research. Your paper must be a minimum of 750-words (3-4 pages, in addition to the
title, reference, and appendix pages), using APA 6th edition style and format, in 12-pt font, and
double-spaced. Address the following topic areas in your paper:
Describe the purpose of the global marketing research described in the article.
Identify at least two key points of global marketing research from the article that may differ from
research conducted in the United States.
Provide a review of the data that was collected.
Provide a review of the data analysis in comparison to what might be found in the United States.
Explain the competitive environment in relation to the marketing research.
Identify at least three key points which affect a competitive environment in the article.
Describe how economics plays a role in global marketing research as compared to only United
States research.
Describe how social behavior plays a differing role in global marketing research.
Describe how culture plays a differing role in global marketing research.
Be sure you demonstrate critical thinking and provide facts.
Review this tutorial on Searching for Information in the Library.
https://kapextmediassl-a.akamaihd.net/business/Media/MT355/MT355_1904C/RSG/story.html
https://library.purdueglobal.edu/infolit_searchingexploration
Unit 10 [MT355]
Page 2 of 3
Directions for Submitting Your Assignment
Review the grading rubric below before beginning this Assignment. For additional help with writing
compare and contrast essays, and APA 6th edition formatting, please visit the Writing Resources
accessed through the Academic Success Center within the Academic Tools area of the course.
Compose your Assignment as a Microsoft® Word® document and save it with your first name initial
and last name (Example: JDeem-MT355 Assignment-Unit 10 x). Submit your file by selecting the
Unit 10 Assignment Dropbox by the end of the unit.
MT355 Unit 10 Assignment: Global Marketing Research – Collaboration
and Competition
Possible
Points
Points
Earned
Content, Focus, Use of Text/Outside Sources
Described the purpose of the global marketing research.
5
Identified at least two key points of global marketing research from the article
that may differ from research conducted in the United States.
5
Provided a review of the data that was collected. 5
Provided a review of the data analysis in comparison to what might be found
in the United States.
5
Explained the competitive environment in relation to the marketing research.
10
Contrasted how economics plays a role in global marketing research as
compared to only United States research.
10
Presented three key points from the article on competitive environments. 5
Describe how social behavior plays a differing role in global marketing
research.
5
Describe how culture plays a differing role in global marketing research. 5
Critical thinking is evident in addition to providing facts. 5
Clarity / Organization
You are expected to meet the following requirements with ease in a 300 level
course. Penalties will be calculated as a percentage up to 50% of the grade
and will apply if the following criteria are not met.
Applied compare and contrast writing style. Writing style, grammar, and APA
6th edition formatting.
Applied proper APA 6th edition formatting style; including in-text citations,
title page, and reference page.
No spelling and grammatical mistakes.
Used appropriate language related to the strategy theories, concepts, and
principles learned.
Professional use of abbreviations and acronyms.
Unit 10 [MT355]
Page 3 of 3
MT355 Unit 10 Assignment: Global Marketing Research – Collaboration
and Competition
Possible
Points
Points
Earned
Total Gross Assignment Score: 60
Late Penalty (-10% 1 week late, -20% for over one week. Prior approval
for any projects later than 2 weeks.)
Total
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Chapter 12
Examining
Relationships in
Quantitative Research
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Learning Objectives
• Understand and evaluate the types of
relationships between variables
• Explain the concepts of association and co-
variation
• Discuss the differences between Pearson
correlation and Spearman correlation
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Learning Objectives
(continued)
• Explain the concept of statistical significance
versus practical significance
• Understand when and how to use regression
analysis
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Examining Relationships between
Variables
• Concepts used
– Presence
– Direction
– Strength of association
– Type
• Linear relationship: Association between two variables
whereby the strength and nature of the relationship
remains the same over the range of both variables
• Curvilinear relationship: Relationship between two
variables whereby the strength and/or direction of the
relationship changes over the range of both variables
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Covariation and Variable Relationships
• Covariation: Amount of change in one
variable that is consistently related to the
change in another variable of interest
• Scatter diagram: Graphic plot of the relative
position of two variables using a horizontal
and a vertical axis to represent their values
– Possible relationships – Positive, negative,
curvilinear, and non-existent
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Correlation Analysis
• Pearson correlation coefficient: Statistical
measure of the strength of a linear
relationship between two metric variables
– Varies between – 1.00 and 1.00
• 0 – No association between two variables
• – 1.00 or 1.00 – Perfect link between two variables
• Correlation coefficient can be either positive or
negative, depending on the direction of the
relationship
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Exhibit 12.5 – Rules of Thumb about the
Strength of Correlation
Coefficients
Range of Coefficient Description of Strength
±.81 to ±1.00 Very Strong
±.61 to ±.80 Strong
±.41 to ±.60 Moderate
±.21 to ±.40 Weak
±.00 to ±.20 Weak to No Relationship
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Assumptions Involved in Calculating
Pearson’s Correlation Coefficient
• Variables are to be measured using interval- or
ratio-scaled measures
• Nature of the relationship to be measured is
linear
– Straight line describes the relationship between
the variables of interest
• Variables to be analyzed have a normally
distributed population
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Exhibit 12.6 – SPSS Pearson Correlation
Example for Santa Fe Grill Customers
Descriptive Statistics
Mean Std. Deviation N
X22– Satisfaction 4.54 1.002 253
X24– Likely to
Recommend
3.61 .960 253
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Exhibit 12.6 – SPSS Pearson Correlation
Example for Santa Fe Grill Customers
(continued)
Correlations
X22 — Satisfaction
X24 — Likely to
Recommend
X22 — Satisfaction Pearson Correlation 1 .776**
Sig. (2-tailed) .000
N 253 253
X24– Likely to
Recommend
Pearson Correlation .776** 1
Sig. (2-tailed) .000
N 253 253
**. Correlation is significant at the 0.01 level (2-tailed).
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Substantive Significance of the
Correlation Coefficient
• Coefficient of determination (r2): Number
measuring the proportion of variation in one
variable accounted for by another
– Can be represented as a percentage
– Ranges from 0.0 to 1.00
– Larger the size of the coefficient of determination,
stronger the linear relationship between the two
variables being examined
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Influence of Measurement Scales on
Correlation Analysis
• Spearman rank order correlation coefficient:
Statistical measure of the linear association
between two variables where both have been
measured using ordinal (rank order) scales
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Exhibit 12.7 – SPSS Spearman Rank
Order Correlation
Correlations
X27– Food Quality X29– Service
Spearman’s rho X27 — Food Quality Correlation Coefficient 1.000 -.130**
Sig. (2-tailed) .009
N 405 405
X29 — Service Correlation Coefficient -.130** 1.000
Sig. (2-tailed) .009
N 405 405
** Correlation is significant at the 0.01 level (2-tailed).
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Regression Analysis
• Bivariate regression analysis
– Statistical technique
– Analyzes the linear relationship between two
variables by estimating coefficients for an
equation for a straight line
• One variable is designated as a dependent variable
• Other variable is called an independent or predictor
variable
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Assumptions Behind Regression
Analysis
• Linear relationship
– Describes the relationship between two variables
• Dependent and independent variables
– Labeling does not infer that one variable
influences the behavior of another
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Assumptions Behind Regression
Analysis (continued)
• Use of a simple regression model assumes
that:
– Variables of interest are measured on interval or
ratio scales
– Variables come from a normal population
– Error terms associated with making predictions
are normally and independently distributed
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Exhibit 12.9 – The Straight Line
Relationship in Regression
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Fundamentals of Regression Analysis
• General formula for a straight line
Y = a + bX + ei
– Where,
• Y – Dependent variable
• a – Intercept (point where the straight line intersects
the Y-axis when X = 0)
• b – Slope (the change in Y for every 1 unit change in X)
• X – Independent variable used to predict Y
• ei – Error for the prediction
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Fundamentals of Regression Analysis
(continued)
Least squares procedure
• Determines the best-fitting line by minimizing the vertical
distances of all the points from the line
Unexplained variance
• Amount of variation in the dependent variable that cannot
be accounted for by the combination of independent
variables
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Exhibit 12.10 – Fitting the Regression Line
Using the Least Squares Procedure
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Developing and Estimating the
Regression Coefficients
Ordinary least squares
• Estimates regression equation coefficients that produce the
lowest sum of squared differences between the actual and
predicted values of the dependent variable
Regression coefficient
• Indicator of the importance of an independent variable in
predicting a dependent variable
• Large coefficients are good predictors, and small coefficients
are weak predictors
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Exhibit 12.11 – SPSS Results for
Bivariate Regression
Model summary
Model R R Square Adjusted R Square Std. Error of
the Estimate
1 .479a .230 .227 .881
a. Predictors: (Constant), X16 — Reasonable Prices
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Exhibit 12.11 – SPSS Results for
Bivariate Regression (continued 1)
ANOVAb
Model Model Sum of Squares df Mean Square F Sig.
1 Regression 58.127 1 58.127 74.939
.000a
Residual 194.688 251 .776
Total 252.814 252
a. Predictors: (Constant), X16 — Reasonable
Prices
b. Dependent Variable: X22 — Satisfaction
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Exhibit 12.11 – SPSS Results for
Bivariate Regression (continued 2)
Coefficientsa
Model Model
Unstandardized
Coefficients
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Model Model B Std. Error Beta t Sig.
1 (Constant) 2.991 .188 15.951 .000
X16 —
Reasonable
Prices
.347 .040 .479 8.657 .000
a. Dependent Variable: X22 — Satisfaction
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Significance of Regression
Coefficients
• Regression coefficients help addressing
questions regarding relationships
– Is there a relationship between the dependent
and independent variable?
• How strong is the relationship?
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Multiple Regression Analysis
• Analyzes the linear relationship between a
dependent variable and multiple independent
variables
• Beta coefficient: Estimated regression
coefficient recalculated to have a mean of 0
and a standard deviation of 1
– Enables independent variables with different
measurement units to be directly compared on
the association with the dependent variable
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Examining the Statistical Significance
of Each Coefficient
• Each regression coefficient is divided by its
standard error to produce a t statistic
– t statistic is compared against the critical value to
determine whether the null hypothesis can be
rejected
• Model F statistic: Compares the amount of
variation in the dependent measure
associated with the independent variables to
the error variance
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Substantive Significance
• The multiple r2 describes the strength of the
relationship between all the independent
variables and the dependent variable
• Evaluating the results of a regression analysis
– Assess the statistical significance of the overall
regression model using the F statistic
– Evaluate the obtained r2
– Examine the individual regression coefficients and
their t statistics
– Examine the beta coefficients
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Multiple Regression Assumptions
• Linear relationship
• Homoskedasticity: Pattern of the covariation
is constant around the regression line
• Normal distribution
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Multiple Regression Assumptions
(continued)
• Heteroskedasticity: Pattern of covariation
around the regression line is not constant
– Indicates that the shape of variable distribution is
equal both above and below the mean
• Normal curve: Indicates the shape of the
distribution of a variable is equal both above
and below the mean
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Exhibit 12.14 – SPSS Results for
Multiple Regression
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .646a .417 .410 .770
a. Predictors: (Constant), X20 — Proper Food Temperature, X15 — Fresh Food,
X18 — Excellent Food Taste
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Exhibit 12.14 – SPSS Results for
Multiple Regression (continued 1)
ANOVAb
Model Model Sum of Squares df Mean Square F Sig.
1 Regression 105.342 3 35.114 59.28
8
8
.000a
Residual 147.472 249 .592
Total 252.814 252
a. Predictors: (Constant), X20 — Proper Food Temperature, X15 — Fresh Food, X18 -Excellent
Food Taste
b. DependentVariable:X22- Satisfaction
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Exhibit 12.14 – SPSS Results for
Multiple Regression (continued 2)
Coefficients3
Model Model Unstandardized
Coefficients
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Model Model B Std. Error Beta t Sig.
1 (Constant) 2.144 .269 7.984 .000
X15–Fresh Food .660 .068 .767 9.642 .000
X18 — Excelent
Food Taste
-.304 .095 -.267 -3.202 .002
X20– Proper Food
Temperature
.090 .069 .096 1.312 .191
a. Dependent Variable: X22– Satisfaction
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Multicollinearity
• Several independent variables are highly
correlated
– May result in difficulty in estimating independent
regression coefficients for the correlated variables
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Marketing Research in Action
Developing a Customer Satisfaction Program
• Will the results of this regression model be
useful to the QualKote plant manager? How?
• Which independent variables are helpful in
predicting A36–Customer Satisfaction?
• How would the manager interpret the mean
values for the variables reported in Exhibit
12.16?
• What other regression models might be
examined with the questions from the survey?
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Chapter 13
Communicating
Marketing Research
Findings
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Learning Objectives
• Understand the objectives of a research report
• Describe the format of a marketing research
report
• Discuss several techniques for graphically
displaying research results
• Clarify problems encountered in preparing
reports
• Understand the importance of presentations
in marketing research
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Value of Communicating Research
Findings
• Well-designed and well-implemented research
projects are successful only if the results are
communicated effectively to the client
• Traits of an effective marketing research
report
– Complete realization of time, efforts, and financial
resources utilized for research
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Marketing Research Reports
• Objectives
– To effectively communicate the findings of the
marketing research project
– To provide interpretations of those findings in the
form of sound and logical recommendations
– To establish the credibility of the research project
– To serve as a future reference document for
strategic or tactical decisions
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Marketing Research Reports (continued 1)
• The client should be given a detailed
description of:
– Research objectives
– Research questions
– Literature review and relevant secondary data
– Description of the research methods
– Findings displayed in tables, graphs, or charts
– Interpretation and summary of the findings
– Conclusions and recommendations
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Marketing Research Reports (continued 2)
• Research report or presentation must
establish credibility for methods, findings, and
conclusions
– Credibility: Quality of a report related to its
accuracy, believability, and professional
organization
• Believability: Quality of a report based on clear and
logical thinking, precise expression, and accurate
presentation
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Marketing Research Reports (continued 3)
• Types of readers
– Those who read only the executive summary
– Those who read the summary and the findings
– Those who read the entire report and appendix
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Format for Marketing Research
Reports
• Title page
– Indicates the subject of the report and the name
of the recipient
• Includes the recipient’s name and position and the
name of the organization
• Includes the numbers or phrases that designate a
particular department or division
• Table of contents
– Lists the topics of the report in sequential order
• May include page number references to tables and
figures
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Format for Marketing Research
Reports (continued 1)
• Executive summary: Presents the major
points of the research project
– Purposes
• To convey how and why the research was undertaken
• To summarize the key findings
• To suggest future actions
• Introduction: Contains background
information necessary for a complete
understanding of the report
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Format for Marketing Research
Reports (continued 2)
• Methods-and-procedures section:
Communicates how the research was
conducted
– Issues addressed
• Research design used
• Types of secondary data included
• Procedure used, if primary data was collected
• Sample and sampling processes
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Format for Marketing Research
Reports (continued 3)
• Data analysis and findings
– Presentation of findings varies across projects
• Data analysis requirements differ for each project
• Data is presented in the from of tables, figures, and
graphs
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Exhibit 13.5 – Findings Illustrating Simple
Readable Results of Frequencies
Frequency of Eating at Santa Fe Grill
Frequency Percent Valid Percent Cumulative
Percent
Very Infrequently 49 19 19 19
Somewhat Infrequently 62 25 25 44
Occasionally 43 17 17 61
Somewhat Frequently 59 23 23 84
Very Frequently 40 16 16 100.0
Total 253 100.0 100.0
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Exhibit 13.6 – A Simple Bar Chart
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Exhibit 13.9 – A Table Summarizing
Means of Thematically Related Items
College Students’ Attitudes toward
Item Number of
Responses
Average 7 =
Strongly Agree
Standard
Deviation
Ads can be a good way to learn about products. 312 5.2 1.5
The purpose of marketing is to attract customers by learning what they
want.
308 5.2 1.5
Advertising is an interesting business. 308 5.2 1.5
Advertising sometimes encourages me to seek out more information about
products I am interested in.
312 5.0 1.5
I think it would be fun to work for an advertising agency. 306 4.5 1.9
Overall, I am satisfied with advertising. 308 4.3 1.3
Advertising is usually designed to sell things that people don’t really need. 310 4.3 1.8
Advertising appeals to the selfishness in human beings. 303 3.6 1.8
If there was less advertising, the world would be a better place. 304 3.4 1.7
I try to avoid advertising whenever possible. 304 3.3 1.7
Advertising is bad for society. 310 2.6 1.5
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Exhibit 13.11 – A Bar Chart Displaying
Multiple Thematically Related Means
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Exhibit 13.14 – A Table Showing t-
Tests
What Kind of Ads are Effective?
Ad Element Mean (max=7)
Informational Male 4.3*
Female 4.8
Humorous Male 5.8
Female 6.0
Touching Male 4.0*
Emotional Female 4.8
Sex appeal Male 5.5*
Female 4.7
Ads with Attractive Models Male 5.4*
Female 4.5
Colorful Ads Male 4.3*
Female 5.0
W omen are more likely than men to say that informational, emotional, and colorful ads are effective. Men are more likely to say that sex
appeals and attractive models are effective in advertising. Men and women rate the effectiveness of humor similarly.
*p<.05
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Exhibit 13.16 – Bar Chart Portraying
ANOVA Results
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Exhibit 13.17 – Correlations of Item Ratings with
Overall Satisfaction with Primal Elements
Item Correlation
Store atmosphere .59*
How intimidating the store is −.30*
Expense of products −.25*
Interior appearance of store 25*
Quantity of information workers provide about products .21*
Exterior appearance of store .16
*p<.05, N = 94. Correlations vary in strength from −1 to +1 with 0 meaning “no relationship.”
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Exhibit 13.18 – Displaying Regression
Findings
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Format for Marketing Research
Reports (continued 4)
• Conclusions and recommendations
– Conclusions – Descriptive statements that
generalize the results of the research
• Each conclusion directly references research objectives
– Recommendations – Address how the client can
solve the problem at hand through the creation of
a competitive advantage
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Format for Marketing Research
Reports (continued 5)
• Limitations: Weaknesses in research
methodology that might affect confidence in
research conclusions
• Appendixes: Section following the main body
of the report
– Contains complex, detailed, or technical
information
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Common Problems in Preparing
the Marketing Research Report
• Lack of data interpretation
• Unnecessary use of complex statistics
• Emphasis on packaging instead of quality
• Lack of relevance
• Placing too much emphasis on a few statistics
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Guidelines for Preparing Oral
Presentations
• Ensure that visual components do not detract
from the information being communicated
• Be friendly, honest, warm, and open during
oral communication
• Be knowledgeable and confident while
delivering the presentation
• Have a well-organized and inspiring dialogue
prepared
• Be an effective active listener
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Guidelines for Preparing Visual
Presentations
• Begin with a slide that contains:
– Presentation title and the presenter’s name
– Identity of the client and the research firm
• Include slides that address research
objectives, questions, and methodology as
well as a description of the sample surveyed
• Highlight the research findings
• Conclude with recommendations, conclusions,
and research implications
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Marketing Research in Action
Who Are the Early Adopters of Technology?
• What other issues can be examined with this
survey?
• Identify the problems found in this
questionnaire
• What are the important topics to include in a
presentation?
