Overview:
This take home marketing research project is based on the Market Insights survey from National Research Corporation. It measures the opinions and behaviors of 270,000 healthcare consumers annually-the largest online U.S. healthcare survey. The dataset contains 36 months of data starting from July 2012 to June 2015.
National Research Corporation fields the data from over 250 markets across the country, giving your organization actionable insights that can help you:
• Measure brand value and build brand equity - Brand Insights (featuring BrandArc)
• Realize advertising efficacy and evaluate recall - Advertising Insights (featuring AdVoice)
• Gain a competitive edge in your markets
• Optimize your marketing spend
• Understand consumer preferences
• Drill into the perceptions of potential patients
• Focus strategies on local consumer behaviors
• Plus, account advisors and monthly dashboards keep you up-to-date on your market standing and more.
See more at: https://www.nationalresearch.com/products-and-solutions/market-insights
Your assignment is to write a report that reports your results of your analysis based on the Market Insights survey. The statistical procedures that you use will depend on the questions that you ask. Use whatever statistical procedure(s) you deem necessary.
However, you must try to demonstrate an understanding of techniques such at t-test, chi-square, ANOVA, correlation, linear regression, etc in addition to descriptive statistics (required). You don't need to use all statistical techniques covered in the class.
Attached with this instruction file are two files. The first is a copy of the survey instrument used for the study. The second file is the SPSS data file that contains the raw data (saved as a .sav file).
Your Assignment:
1. Develop your research design that looks at healthcare consumers' attitudes and satisfaction (that includes the purpose, research question/hypothesis) that you and your group members will use to drive the analysis.
2. Analyze the data using the appropriate statistical techniques. Emphasis should be on the appropriateness of the techniques on the data.
3. Your deliverable is a PowerPoint presentation (deck) to present your results, conclusions and managerial recommendations. You should attach your SPSS output and other relevant files/materials as appendix.