英国留学生论文指导关于Marketing Management专业 Quantitative Market Resear

论文题目：Quantitative Market Research Individual Assignment
论文语种：英文
您的研究方向：Marketing Management
是否有数据处理要求：是
您的国家：英国
您的学校背景：[email protected](1455780998)
要求字数：2500
论文用途：本科课程论文 BA Assignment
是否需要盲审（博士或硕士生有这个需要）：
补充要求和说明：需要SPSS数据处理,报告format

/uploads/soft/101123/assignment.rar

Quantitative Market Research
Individual Assignment

Barista Coffee Houses run two chains of cafes.  One called Barista specialises in high quality coffees and offers a range of types of coffee (Latte, Cappuccino, Americano etc) and is positioned as a premium brand.  The second, called Café Rio, is positioned as a more mass market brand, offering a smaller range of coffees and focussing on speed of service.  The Operations Director has argued that Barista should have a single brand, as this will reduce operating costs.  The Marketing Director disagrees and argues that the two brands attract different segments of the market.

Barista have recently run their quarterly satisfaction survey, which collects data on customer satisfaction and likelihood to return as well as demographic data on their customers.  As Barista’s market research manager, you have been asked to analyse the data collected to establish the extent to which the two brands differ in terms of customer satisfaction and of the profile of their customers, and to write a report for the Marketing Director.

As Barista’s survey was undertaken using quota sampling, you may assume that the sample is representative of the population of Barista’s customers.

The structure of the report is up to you; however, the aim is to convey the main differences and similarities between the customers of Barista’s two brands.  The hypotheses you have set, the tests used and how the output is interpreted should be included in a technical appendix.   

Coding Frame:

Variable name Description Scale
Café  Café the respondent uses 1 = Barista, 2 = Café Rio
sat Overall Satisfaction 1 – 7 scale, 1 = very unsatisfied, 7 = very satisfied
speed Importance of speed of service 1 – 7 scale, 1 = not at all important, 7 = very important#p#分页标题#e#
comfort Importance of comfort of the café 1 – 7 scale, 1 = not at all important, 7 = very important
range Importance of range of coffees available 1 – 7 scale, 1 = not at all important, 7 = very important
age Age group 1 = 18-24, 2 = 25-34, 3=35-44, 4=45-54, 5 = 55+
income Income band 1=less than £18,000, 2 = £18,001-£28,000, 3=£28,001-£38,000, 4= more than £38,000
sex Respondent’s sex 1 = male, 2 = female
 
The data set is available on Blackboard.  Word limit: 2,500.