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Assignment Name: Unit 2 Individual Project
Deliverable Length: 8–10 pages
Details:

Observational Research

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You will explore another aspect of qualitative research in this assignment. Observational research is a necessary skill that all marketing managers should possess. Pretend that you are a “secret shopper,” and you must prepare a report for store executives about the quality of service that you received during your shopping experience in the stores. Your first step is to shop the Web site, then go to the store and assess the quality of service that a customer receives. It is not necessary to buy anything, but you should ask employees questions.

Part I: Shopper Observations

For each store, compare its Web presence to that of the brick-and-mortar location. Complete the following:

Create a rating system that can be used to make comparisons.Describe the differences or similarities in the way that each makes you feel and the different processes that are used by each in displaying, selling, and closing a purchase.What are the consistencies and inconsistencies that you found in your comparisons?This section of the paper should be 1 page.

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Hire a Pro to Write You a 100% Plagiarism-Free Paper.
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Part 2: Analysis

Answer the following questions:

Which image is being portrayed in the brick-and-mortar stores?Does this fit the segmentation strategy (in Week 1, you researched the area demographics)?Which store is the most successful, and why? Provide your rationale.Use the small set of data that was collected from the brand-loyal customers of store 1 and store 2 (in your Unit 2, IP Template ZIP file) to complete the following:Write a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between the stores.Run 4 independent sample t-tests to test the null hypotheses.State the decision for each of the SSPS tests.This section of the paper should be 2 pages. Be sure to cite your resources.

Part 3: Recommendations

Research service quality using articles in the library’s full-text databases. Support your suggestions in today’s changing retail environment using what you learned about service quality.What improvements would you suggest to corporate leaders to heighten the consumer experience at each store? Be sure to use your t-test findings. Make at least 3 suggestions for each store.This section of the paper should be 2 pages and must use research from your course text and the library’s full-text databases.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.

Click on Student Expectations to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached TEMPLATE. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.Please submit your assignment. For assistance with your assignment, please use your text, Web resources, and all course materials.

Assignment Type: Individual Project  2 Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/7/2013 11:59:59 PM  CT     

Observational Research

You will explore another aspect of qualitative research in this assignment. Observational research is a necessary skill that all marketing managers should possess. Pretend that you are a “secret shopper,” and you must prepare a report for store executives about the quality of service that you received during your shopping experience in the stores. Your first step is to shop the Web site, then go to the store and assess the quality of service that a customer receives. It is not necessary to buy anything, but you should ask employees questions.

Part I: Shopper Observations

For each store, compare its Web presence to that of the brick-and-mortar location. Complete the following:

· Create a rating system that can be used to make comparisons.

· Describe the differences or similarities in the way that each makes you feel and the different processes that are used by each in displaying, selling, and closing a purchase.

· What are the consistencies and inconsistencies that you found in your comparisons?

· This section of the paper should be 1 page.

Part 2: Analysis

Answer the following questions:

· Which image is being portrayed in the brick-and-mortar stores?

· Does this fit the segmentation strategy (in Week 1, you researched the area demographics)?

· Which store is the most successful, and why? Provide your rationale.

· Use the small set of data that was collected from the brand-loyal customers of store 1 and store 2 (in your Unit 2, IP Template ZIP file) to complete the following:

· Write a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between the stores.

· Run 4 independent sample t-tests to test the null hypotheses.

· State the decision for each of the SSPS tests.

· This section of the paper should be 2 pages. Be sure to cite your resources.

Part 3: Recommendations

· Research service quality using articles in the library’s full-text databases. Support your suggestions in today’s changing retail environment using what you learned about service quality.

· What improvements would you suggest to corporate leaders to heighten the consumer experience at each store? Be sure to use your t-test findings. Make at least 3 suggestions for each store.

· This section of the paper should be 2 pages and must use research from your course text and the library’s full-text databases.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.

Click on 

Student Expectations

 to view the expectations for this assignment.Please submit your assignment as a Word document in APA format using the attached 


TEMPLATE

. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.

Please submit your assignment. 
For assistance with your assignment, please use your text, Web resources, and all course materials.


Unit Materials

Unit 3 – Marketing Data Analysis

   Reading Assignment: Malhotra, chapters 10, 13, and 16

    

Assignment Type: Individual Project   Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/14/2013 11:59:59 PM  CT     
Building the Research
The survey results that you used in the Unit 2 Individual Project came from Zeithaml, Parasuraman, and Berry’s SERVQUAL instrument. You will need to learn more about the survey and how it was constructed, and develop a research study using the survey.
Part 1: Research the Survey
· Provide background on each of the 4 scales (assurance, empathy, reliability, and responsiveness) and explain how they are measurements that aid marketers.
· Discuss how the questions in the survey are transformed into “scales” (also called “factors”).
· In other studies using SERVQUAL, how many and what types of respondents were included?
Part 1 of the individual project should be 1 page. Be sure to cite your resources.
Part 2: Connecting Service Quality and Segmentation
· Collect information from at least 3 articles. Do not write an overview or critique of the articles.
· Synthesize the information to develop a solid understanding of how service quality and segmentation are related.
Part 2 of the Individual Project should be 2 pages and should mostly be from at least 3 articles in AIU’s full-text databases. Be sure to cite your resources.
Part 3: Analyzing the Data
Use the small set of data that has been collected from the brand-loyal customers of stores 1 and 2 that you provided in the Unit 3 IP Template ZIP file. Complete the following:
· Write out a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between stores.
· Run 4 ANOVAs to test the null hypotheses.
· State the decision for each of the tests.
· Compare the results from the last unit’s t-tests.
· You now have 2 types of hypothesis tests. Analyze how your findings support or do not support what you found in the research. It is fine if your results are different than what you expected.
Part 3 of the Individual Project will vary in length based on the size of the Excel output. Be sure to cite your resources.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages in length.
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

Unit 4 – Advanced Data Analysis

   Reading Assignment: Malhotra, chapter 17

    

Assignment Type: Individual Project   Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/21/2013 11:59:59 PM  CT     
Research Study
This week, you will get to put all of your research together.
Part 1: Previous Work
Part 1 of the Individual Project should be copied and pasted from your previous work along with the internal citations. Be sure to add corresponding entries to the reference list.
Part 2: Data Analysis
Students should complete the following for the rest of this assignment:
· Using Excel, create the following demographics, charts, and tables:
· A pie chart for gender (add a written description below it)
· A chart for each of the other 2 demographics (add a written description below each)
· Descriptive statistics of the 4 factors (add a written description below them)
· Add the data analysis from your previous work, as detailed in the Unit 4 IP.
· Create 2 hypotheses that require correlation analysis and 2 hypotheses that should be tested with regression analysis. Use the small set of data that has been collected from brand-loyal customers of stores 1 and 2 in the Unit 4 IP Template ZIP file. Include the following:
· Write out a null hypothesis and an alternate hypothesis.
· Run 2 correlations and 2 regressions to test the null hypotheses.
· State the decision for each of the Excel tests.
· Compare the results from the t-tests and the ANOVAs.
Part 2 of the Individual Project will vary in length based on the size of Excel output.
Part 3: Findings and Segmentation Applications
Using the qualitative and quantitative tools that are used to assess service quality and segmentation in the stores, answer the following question:
· How can a marketing manager use these results to build a segmentation strategy in 1 of the target stores? 
Part 3 of the Individual Project will be 1 page.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

 Unit 5 – Segmentation Analysis Applications

   Reading Assignment: Malhotra, chapter 23

    

Assignment Type: Individual Project   Deliverable Length: 2-3 pages plus 15 PowerPoint slides    
Points Possible: 150   Due Date: 4/28/2013 11:59:59 PM  CT     
Sharing your Results
Presenting to a company or client is a skill that marketing professionals need to master. Multimedia presentations are the typical way to present information.
Share your most important findings from the Unit 4 Individual Project to the management team of one of the stores. You will not be able to share all of the information from your project. Select highlights that represent the various tools you used throughout the study.
Part 1: Presentation Script
Create a script to accompany the presentation. It should be persuasive and targeted to a business clientele.
This part of the Individual Project should be at least 2–3 pages in length (single spaced).
Part 2: PowerPoint
Create a professional PowerPoint presentation. You will be assessed on the design of the presentation, including colors, backgrounds, professionalism, fonts, and graphics. Optional content includes sound, videos, and animation.
This part of the Individual Project should be at least 15 slides.
The following 2 files will need to be uploaded:
· A Word document using the attached 
TEMPLATE
.
· PowerPoint presentation
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

Assignment Type: Individual Project  2 Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/7/2013 11:59:59 PM  CT     

Observational Research

You will explore another aspect of qualitative research in this assignment. Observational research is a necessary skill that all marketing managers should possess. Pretend that you are a “secret shopper,” and you must prepare a report for store executives about the quality of service that you received during your shopping experience in the stores. Your first step is to shop the Web site, then go to the store and assess the quality of service that a customer receives. It is not necessary to buy anything, but you should ask employees questions.

Part I: Shopper Observations

For each store, compare its Web presence to that of the brick-and-mortar location. Complete the following:

· Create a rating system that can be used to make comparisons.

· Describe the differences or similarities in the way that each makes you feel and the different processes that are used by each in displaying, selling, and closing a purchase.

· What are the consistencies and inconsistencies that you found in your comparisons?

· This section of the paper should be 1 page.

Part 2: Analysis

Answer the following questions:

· Which image is being portrayed in the brick-and-mortar stores?

· Does this fit the segmentation strategy (in Week 1, you researched the area demographics)?

· Which store is the most successful, and why? Provide your rationale.

· Use the small set of data that was collected from the brand-loyal customers of store 1 and store 2 (in your Unit 2, IP Template ZIP file) to complete the following:

· Write a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between the stores.

· Run 4 independent sample t-tests to test the null hypotheses.

· State the decision for each of the SSPS tests.

· This section of the paper should be 2 pages. Be sure to cite your resources.

Part 3: Recommendations

· Research service quality using articles in the library’s full-text databases. Support your suggestions in today’s changing retail environment using what you learned about service quality.

· What improvements would you suggest to corporate leaders to heighten the consumer experience at each store? Be sure to use your t-test findings. Make at least 3 suggestions for each store.

· This section of the paper should be 2 pages and must use research from your course text and the library’s full-text databases.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.

Click on 

Student Expectations

 to view the expectations for this assignment.Please submit your assignment as a Word document in APA format using the attached 


TEMPLATE

. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.

Please submit your assignment. 
For assistance with your assignment, please use your text, Web resources, and all course materials.


Unit Materials

Unit 3 – Marketing Data Analysis

   Reading Assignment: Malhotra, chapters 10, 13, and 16

    

Assignment Type: Individual Project   Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/14/2013 11:59:59 PM  CT     
Building the Research
The survey results that you used in the Unit 2 Individual Project came from Zeithaml, Parasuraman, and Berry’s SERVQUAL instrument. You will need to learn more about the survey and how it was constructed, and develop a research study using the survey.
Part 1: Research the Survey
· Provide background on each of the 4 scales (assurance, empathy, reliability, and responsiveness) and explain how they are measurements that aid marketers.
· Discuss how the questions in the survey are transformed into “scales” (also called “factors”).
· In other studies using SERVQUAL, how many and what types of respondents were included?
Part 1 of the individual project should be 1 page. Be sure to cite your resources.
Part 2: Connecting Service Quality and Segmentation
· Collect information from at least 3 articles. Do not write an overview or critique of the articles.
· Synthesize the information to develop a solid understanding of how service quality and segmentation are related.
Part 2 of the Individual Project should be 2 pages and should mostly be from at least 3 articles in AIU’s full-text databases. Be sure to cite your resources.
Part 3: Analyzing the Data
Use the small set of data that has been collected from the brand-loyal customers of stores 1 and 2 that you provided in the Unit 3 IP Template ZIP file. Complete the following:
· Write out a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between stores.
· Run 4 ANOVAs to test the null hypotheses.
· State the decision for each of the tests.
· Compare the results from the last unit’s t-tests.
· You now have 2 types of hypothesis tests. Analyze how your findings support or do not support what you found in the research. It is fine if your results are different than what you expected.
Part 3 of the Individual Project will vary in length based on the size of the Excel output. Be sure to cite your resources.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages in length.
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

Unit 4 – Advanced Data Analysis

   Reading Assignment: Malhotra, chapter 17

    

Assignment Type: Individual Project   Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/21/2013 11:59:59 PM  CT     
Research Study
This week, you will get to put all of your research together.
Part 1: Previous Work
Part 1 of the Individual Project should be copied and pasted from your previous work along with the internal citations. Be sure to add corresponding entries to the reference list.
Part 2: Data Analysis
Students should complete the following for the rest of this assignment:
· Using Excel, create the following demographics, charts, and tables:
· A pie chart for gender (add a written description below it)
· A chart for each of the other 2 demographics (add a written description below each)
· Descriptive statistics of the 4 factors (add a written description below them)
· Add the data analysis from your previous work, as detailed in the Unit 4 IP.
· Create 2 hypotheses that require correlation analysis and 2 hypotheses that should be tested with regression analysis. Use the small set of data that has been collected from brand-loyal customers of stores 1 and 2 in the Unit 4 IP Template ZIP file. Include the following:
· Write out a null hypothesis and an alternate hypothesis.
· Run 2 correlations and 2 regressions to test the null hypotheses.
· State the decision for each of the Excel tests.
· Compare the results from the t-tests and the ANOVAs.
Part 2 of the Individual Project will vary in length based on the size of Excel output.
Part 3: Findings and Segmentation Applications
Using the qualitative and quantitative tools that are used to assess service quality and segmentation in the stores, answer the following question:
· How can a marketing manager use these results to build a segmentation strategy in 1 of the target stores? 
Part 3 of the Individual Project will be 1 page.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

 Unit 5 – Segmentation Analysis Applications

   Reading Assignment: Malhotra, chapter 23

    

Assignment Type: Individual Project   Deliverable Length: 2-3 pages plus 15 PowerPoint slides    
Points Possible: 150   Due Date: 4/28/2013 11:59:59 PM  CT     
Sharing your Results
Presenting to a company or client is a skill that marketing professionals need to master. Multimedia presentations are the typical way to present information.
Share your most important findings from the Unit 4 Individual Project to the management team of one of the stores. You will not be able to share all of the information from your project. Select highlights that represent the various tools you used throughout the study.
Part 1: Presentation Script
Create a script to accompany the presentation. It should be persuasive and targeted to a business clientele.
This part of the Individual Project should be at least 2–3 pages in length (single spaced).
Part 2: PowerPoint
Create a professional PowerPoint presentation. You will be assessed on the design of the presentation, including colors, backgrounds, professionalism, fonts, and graphics. Optional content includes sound, videos, and animation.
This part of the Individual Project should be at least 15 slides.
The following 2 files will need to be uploaded:
· A Word document using the attached 
TEMPLATE
.
· PowerPoint presentation
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

Assignment Type: Individual Project  2 Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/7/2013 11:59:59 PM  CT     

Observational Research

You will explore another aspect of qualitative research in this assignment. Observational research is a necessary skill that all marketing managers should possess. Pretend that you are a “secret shopper,” and you must prepare a report for store executives about the quality of service that you received during your shopping experience in the stores. Your first step is to shop the Web site, then go to the store and assess the quality of service that a customer receives. It is not necessary to buy anything, but you should ask employees questions.

Part I: Shopper Observations

For each store, compare its Web presence to that of the brick-and-mortar location. Complete the following:

· Create a rating system that can be used to make comparisons.

· Describe the differences or similarities in the way that each makes you feel and the different processes that are used by each in displaying, selling, and closing a purchase.

· What are the consistencies and inconsistencies that you found in your comparisons?

· This section of the paper should be 1 page.

Part 2: Analysis

Answer the following questions:

· Which image is being portrayed in the brick-and-mortar stores?

· Does this fit the segmentation strategy (in Week 1, you researched the area demographics)?

· Which store is the most successful, and why? Provide your rationale.

· Use the small set of data that was collected from the brand-loyal customers of store 1 and store 2 (in your Unit 2, IP Template ZIP file) to complete the following:

· Write a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between the stores.

· Run 4 independent sample t-tests to test the null hypotheses.

· State the decision for each of the SSPS tests.

· This section of the paper should be 2 pages. Be sure to cite your resources.

Part 3: Recommendations

· Research service quality using articles in the library’s full-text databases. Support your suggestions in today’s changing retail environment using what you learned about service quality.

· What improvements would you suggest to corporate leaders to heighten the consumer experience at each store? Be sure to use your t-test findings. Make at least 3 suggestions for each store.

· This section of the paper should be 2 pages and must use research from your course text and the library’s full-text databases.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.

Click on 

Student Expectations

 to view the expectations for this assignment.Please submit your assignment as a Word document in APA format using the attached 


TEMPLATE

. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.

Please submit your assignment. 
For assistance with your assignment, please use your text, Web resources, and all course materials.


Unit Materials

Unit 3 – Marketing Data Analysis

   Reading Assignment: Malhotra, chapters 10, 13, and 16

    

Assignment Type: Individual Project   Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/14/2013 11:59:59 PM  CT     
Building the Research
The survey results that you used in the Unit 2 Individual Project came from Zeithaml, Parasuraman, and Berry’s SERVQUAL instrument. You will need to learn more about the survey and how it was constructed, and develop a research study using the survey.
Part 1: Research the Survey
· Provide background on each of the 4 scales (assurance, empathy, reliability, and responsiveness) and explain how they are measurements that aid marketers.
· Discuss how the questions in the survey are transformed into “scales” (also called “factors”).
· In other studies using SERVQUAL, how many and what types of respondents were included?
Part 1 of the individual project should be 1 page. Be sure to cite your resources.
Part 2: Connecting Service Quality and Segmentation
· Collect information from at least 3 articles. Do not write an overview or critique of the articles.
· Synthesize the information to develop a solid understanding of how service quality and segmentation are related.
Part 2 of the Individual Project should be 2 pages and should mostly be from at least 3 articles in AIU’s full-text databases. Be sure to cite your resources.
Part 3: Analyzing the Data
Use the small set of data that has been collected from the brand-loyal customers of stores 1 and 2 that you provided in the Unit 3 IP Template ZIP file. Complete the following:
· Write out a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between stores.
· Run 4 ANOVAs to test the null hypotheses.
· State the decision for each of the tests.
· Compare the results from the last unit’s t-tests.
· You now have 2 types of hypothesis tests. Analyze how your findings support or do not support what you found in the research. It is fine if your results are different than what you expected.
Part 3 of the Individual Project will vary in length based on the size of the Excel output. Be sure to cite your resources.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages in length.
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

Unit 4 – Advanced Data Analysis

   Reading Assignment: Malhotra, chapter 17

    

Assignment Type: Individual Project   Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/21/2013 11:59:59 PM  CT     
Research Study
This week, you will get to put all of your research together.
Part 1: Previous Work
Part 1 of the Individual Project should be copied and pasted from your previous work along with the internal citations. Be sure to add corresponding entries to the reference list.
Part 2: Data Analysis
Students should complete the following for the rest of this assignment:
· Using Excel, create the following demographics, charts, and tables:
· A pie chart for gender (add a written description below it)
· A chart for each of the other 2 demographics (add a written description below each)
· Descriptive statistics of the 4 factors (add a written description below them)
· Add the data analysis from your previous work, as detailed in the Unit 4 IP.
· Create 2 hypotheses that require correlation analysis and 2 hypotheses that should be tested with regression analysis. Use the small set of data that has been collected from brand-loyal customers of stores 1 and 2 in the Unit 4 IP Template ZIP file. Include the following:
· Write out a null hypothesis and an alternate hypothesis.
· Run 2 correlations and 2 regressions to test the null hypotheses.
· State the decision for each of the Excel tests.
· Compare the results from the t-tests and the ANOVAs.
Part 2 of the Individual Project will vary in length based on the size of Excel output.
Part 3: Findings and Segmentation Applications
Using the qualitative and quantitative tools that are used to assess service quality and segmentation in the stores, answer the following question:
· How can a marketing manager use these results to build a segmentation strategy in 1 of the target stores? 
Part 3 of the Individual Project will be 1 page.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

 Unit 5 – Segmentation Analysis Applications

   Reading Assignment: Malhotra, chapter 23

    

Assignment Type: Individual Project   Deliverable Length: 2-3 pages plus 15 PowerPoint slides    
Points Possible: 150   Due Date: 4/28/2013 11:59:59 PM  CT     
Sharing your Results
Presenting to a company or client is a skill that marketing professionals need to master. Multimedia presentations are the typical way to present information.
Share your most important findings from the Unit 4 Individual Project to the management team of one of the stores. You will not be able to share all of the information from your project. Select highlights that represent the various tools you used throughout the study.
Part 1: Presentation Script
Create a script to accompany the presentation. It should be persuasive and targeted to a business clientele.
This part of the Individual Project should be at least 2–3 pages in length (single spaced).
Part 2: PowerPoint
Create a professional PowerPoint presentation. You will be assessed on the design of the presentation, including colors, backgrounds, professionalism, fonts, and graphics. Optional content includes sound, videos, and animation.
This part of the Individual Project should be at least 15 slides.
The following 2 files will need to be uploaded:
· A Word document using the attached 
TEMPLATE
.
· PowerPoint presentation
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

Assignment Type: Individual Project  2 Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/7/2013 11:59:59 PM  CT     

Observational Research

You will explore another aspect of qualitative research in this assignment. Observational research is a necessary skill that all marketing managers should possess. Pretend that you are a “secret shopper,” and you must prepare a report for store executives about the quality of service that you received during your shopping experience in the stores. Your first step is to shop the Web site, then go to the store and assess the quality of service that a customer receives. It is not necessary to buy anything, but you should ask employees questions.

Part I: Shopper Observations

For each store, compare its Web presence to that of the brick-and-mortar location. Complete the following:

· Create a rating system that can be used to make comparisons.

· Describe the differences or similarities in the way that each makes you feel and the different processes that are used by each in displaying, selling, and closing a purchase.

· What are the consistencies and inconsistencies that you found in your comparisons?

· This section of the paper should be 1 page.

Part 2: Analysis

Answer the following questions:

· Which image is being portrayed in the brick-and-mortar stores?

· Does this fit the segmentation strategy (in Week 1, you researched the area demographics)?

· Which store is the most successful, and why? Provide your rationale.

· Use the small set of data that was collected from the brand-loyal customers of store 1 and store 2 (in your Unit 2, IP Template ZIP file) to complete the following:

· Write a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between the stores.

· Run 4 independent sample t-tests to test the null hypotheses.

· State the decision for each of the SSPS tests.

· This section of the paper should be 2 pages. Be sure to cite your resources.

Part 3: Recommendations

· Research service quality using articles in the library’s full-text databases. Support your suggestions in today’s changing retail environment using what you learned about service quality.

· What improvements would you suggest to corporate leaders to heighten the consumer experience at each store? Be sure to use your t-test findings. Make at least 3 suggestions for each store.

· This section of the paper should be 2 pages and must use research from your course text and the library’s full-text databases.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.

Click on 

Student Expectations

 to view the expectations for this assignment.Please submit your assignment as a Word document in APA format using the attached 


TEMPLATE

. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.

Please submit your assignment. 
For assistance with your assignment, please use your text, Web resources, and all course materials.


Unit Materials

Unit 3 – Marketing Data Analysis

   Reading Assignment: Malhotra, chapters 10, 13, and 16

    

Assignment Type: Individual Project   Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/14/2013 11:59:59 PM  CT     
Building the Research
The survey results that you used in the Unit 2 Individual Project came from Zeithaml, Parasuraman, and Berry’s SERVQUAL instrument. You will need to learn more about the survey and how it was constructed, and develop a research study using the survey.
Part 1: Research the Survey
· Provide background on each of the 4 scales (assurance, empathy, reliability, and responsiveness) and explain how they are measurements that aid marketers.
· Discuss how the questions in the survey are transformed into “scales” (also called “factors”).
· In other studies using SERVQUAL, how many and what types of respondents were included?
Part 1 of the individual project should be 1 page. Be sure to cite your resources.
Part 2: Connecting Service Quality and Segmentation
· Collect information from at least 3 articles. Do not write an overview or critique of the articles.
· Synthesize the information to develop a solid understanding of how service quality and segmentation are related.
Part 2 of the Individual Project should be 2 pages and should mostly be from at least 3 articles in AIU’s full-text databases. Be sure to cite your resources.
Part 3: Analyzing the Data
Use the small set of data that has been collected from the brand-loyal customers of stores 1 and 2 that you provided in the Unit 3 IP Template ZIP file. Complete the following:
· Write out a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between stores.
· Run 4 ANOVAs to test the null hypotheses.
· State the decision for each of the tests.
· Compare the results from the last unit’s t-tests.
· You now have 2 types of hypothesis tests. Analyze how your findings support or do not support what you found in the research. It is fine if your results are different than what you expected.
Part 3 of the Individual Project will vary in length based on the size of the Excel output. Be sure to cite your resources.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages in length.
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

Unit 4 – Advanced Data Analysis

   Reading Assignment: Malhotra, chapter 17

    

Assignment Type: Individual Project   Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/21/2013 11:59:59 PM  CT     
Research Study
This week, you will get to put all of your research together.
Part 1: Previous Work
Part 1 of the Individual Project should be copied and pasted from your previous work along with the internal citations. Be sure to add corresponding entries to the reference list.
Part 2: Data Analysis
Students should complete the following for the rest of this assignment:
· Using Excel, create the following demographics, charts, and tables:
· A pie chart for gender (add a written description below it)
· A chart for each of the other 2 demographics (add a written description below each)
· Descriptive statistics of the 4 factors (add a written description below them)
· Add the data analysis from your previous work, as detailed in the Unit 4 IP.
· Create 2 hypotheses that require correlation analysis and 2 hypotheses that should be tested with regression analysis. Use the small set of data that has been collected from brand-loyal customers of stores 1 and 2 in the Unit 4 IP Template ZIP file. Include the following:
· Write out a null hypothesis and an alternate hypothesis.
· Run 2 correlations and 2 regressions to test the null hypotheses.
· State the decision for each of the Excel tests.
· Compare the results from the t-tests and the ANOVAs.
Part 2 of the Individual Project will vary in length based on the size of Excel output.
Part 3: Findings and Segmentation Applications
Using the qualitative and quantitative tools that are used to assess service quality and segmentation in the stores, answer the following question:
· How can a marketing manager use these results to build a segmentation strategy in 1 of the target stores? 
Part 3 of the Individual Project will be 1 page.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

 Unit 5 – Segmentation Analysis Applications

   Reading Assignment: Malhotra, chapter 23

    

Assignment Type: Individual Project   Deliverable Length: 2-3 pages plus 15 PowerPoint slides    
Points Possible: 150   Due Date: 4/28/2013 11:59:59 PM  CT     
Sharing your Results
Presenting to a company or client is a skill that marketing professionals need to master. Multimedia presentations are the typical way to present information.
Share your most important findings from the Unit 4 Individual Project to the management team of one of the stores. You will not be able to share all of the information from your project. Select highlights that represent the various tools you used throughout the study.
Part 1: Presentation Script
Create a script to accompany the presentation. It should be persuasive and targeted to a business clientele.
This part of the Individual Project should be at least 2–3 pages in length (single spaced).
Part 2: PowerPoint
Create a professional PowerPoint presentation. You will be assessed on the design of the presentation, including colors, backgrounds, professionalism, fonts, and graphics. Optional content includes sound, videos, and animation.
This part of the Individual Project should be at least 15 slides.
The following 2 files will need to be uploaded:
· A Word document using the attached 
TEMPLATE
.
· PowerPoint presentation
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

Assignment Type: Individual Project  2 Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/7/2013 11:59:59 PM  CT     

Observational Research

You will explore another aspect of qualitative research in this assignment. Observational research is a necessary skill that all marketing managers should possess. Pretend that you are a “secret shopper,” and you must prepare a report for store executives about the quality of service that you received during your shopping experience in the stores. Your first step is to shop the Web site, then go to the store and assess the quality of service that a customer receives. It is not necessary to buy anything, but you should ask employees questions.

Part I: Shopper Observations

For each store, compare its Web presence to that of the brick-and-mortar location. Complete the following:

· Create a rating system that can be used to make comparisons.

· Describe the differences or similarities in the way that each makes you feel and the different processes that are used by each in displaying, selling, and closing a purchase.

· What are the consistencies and inconsistencies that you found in your comparisons?

· This section of the paper should be 1 page.

Part 2: Analysis

Answer the following questions:

· Which image is being portrayed in the brick-and-mortar stores?

· Does this fit the segmentation strategy (in Week 1, you researched the area demographics)?

· Which store is the most successful, and why? Provide your rationale.

· Use the small set of data that was collected from the brand-loyal customers of store 1 and store 2 (in your Unit 2, IP Template ZIP file) to complete the following:

· Write a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between the stores.

· Run 4 independent sample t-tests to test the null hypotheses.

· State the decision for each of the SSPS tests.

· This section of the paper should be 2 pages. Be sure to cite your resources.

Part 3: Recommendations

· Research service quality using articles in the library’s full-text databases. Support your suggestions in today’s changing retail environment using what you learned about service quality.

· What improvements would you suggest to corporate leaders to heighten the consumer experience at each store? Be sure to use your t-test findings. Make at least 3 suggestions for each store.

· This section of the paper should be 2 pages and must use research from your course text and the library’s full-text databases.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.

Click on 

Student Expectations

 to view the expectations for this assignment.Please submit your assignment as a Word document in APA format using the attached 


TEMPLATE

. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.

Please submit your assignment. 
For assistance with your assignment, please use your text, Web resources, and all course materials.


Unit Materials

Unit 3 – Marketing Data Analysis

   Reading Assignment: Malhotra, chapters 10, 13, and 16

    

Assignment Type: Individual Project   Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/14/2013 11:59:59 PM  CT     
Building the Research
The survey results that you used in the Unit 2 Individual Project came from Zeithaml, Parasuraman, and Berry’s SERVQUAL instrument. You will need to learn more about the survey and how it was constructed, and develop a research study using the survey.
Part 1: Research the Survey
· Provide background on each of the 4 scales (assurance, empathy, reliability, and responsiveness) and explain how they are measurements that aid marketers.
· Discuss how the questions in the survey are transformed into “scales” (also called “factors”).
· In other studies using SERVQUAL, how many and what types of respondents were included?
Part 1 of the individual project should be 1 page. Be sure to cite your resources.
Part 2: Connecting Service Quality and Segmentation
· Collect information from at least 3 articles. Do not write an overview or critique of the articles.
· Synthesize the information to develop a solid understanding of how service quality and segmentation are related.
Part 2 of the Individual Project should be 2 pages and should mostly be from at least 3 articles in AIU’s full-text databases. Be sure to cite your resources.
Part 3: Analyzing the Data
Use the small set of data that has been collected from the brand-loyal customers of stores 1 and 2 that you provided in the Unit 3 IP Template ZIP file. Complete the following:
· Write out a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between stores.
· Run 4 ANOVAs to test the null hypotheses.
· State the decision for each of the tests.
· Compare the results from the last unit’s t-tests.
· You now have 2 types of hypothesis tests. Analyze how your findings support or do not support what you found in the research. It is fine if your results are different than what you expected.
Part 3 of the Individual Project will vary in length based on the size of the Excel output. Be sure to cite your resources.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages in length.
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

Unit 4 – Advanced Data Analysis

   Reading Assignment: Malhotra, chapter 17

    

Assignment Type: Individual Project   Deliverable Length: 8–10 pages    
Points Possible: 150   Due Date: 4/21/2013 11:59:59 PM  CT     
Research Study
This week, you will get to put all of your research together.
Part 1: Previous Work
Part 1 of the Individual Project should be copied and pasted from your previous work along with the internal citations. Be sure to add corresponding entries to the reference list.
Part 2: Data Analysis
Students should complete the following for the rest of this assignment:
· Using Excel, create the following demographics, charts, and tables:
· A pie chart for gender (add a written description below it)
· A chart for each of the other 2 demographics (add a written description below each)
· Descriptive statistics of the 4 factors (add a written description below them)
· Add the data analysis from your previous work, as detailed in the Unit 4 IP.
· Create 2 hypotheses that require correlation analysis and 2 hypotheses that should be tested with regression analysis. Use the small set of data that has been collected from brand-loyal customers of stores 1 and 2 in the Unit 4 IP Template ZIP file. Include the following:
· Write out a null hypothesis and an alternate hypothesis.
· Run 2 correlations and 2 regressions to test the null hypotheses.
· State the decision for each of the Excel tests.
· Compare the results from the t-tests and the ANOVAs.
Part 2 of the Individual Project will vary in length based on the size of Excel output.
Part 3: Findings and Segmentation Applications
Using the qualitative and quantitative tools that are used to assess service quality and segmentation in the stores, answer the following question:
· How can a marketing manager use these results to build a segmentation strategy in 1 of the target stores? 
Part 3 of the Individual Project will be 1 page.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

 Unit 5 – Segmentation Analysis Applications

   Reading Assignment: Malhotra, chapter 23

    

Assignment Type: Individual Project   Deliverable Length: 2-3 pages plus 15 PowerPoint slides    
Points Possible: 150   Due Date: 4/28/2013 11:59:59 PM  CT     
Sharing your Results
Presenting to a company or client is a skill that marketing professionals need to master. Multimedia presentations are the typical way to present information.
Share your most important findings from the Unit 4 Individual Project to the management team of one of the stores. You will not be able to share all of the information from your project. Select highlights that represent the various tools you used throughout the study.
Part 1: Presentation Script
Create a script to accompany the presentation. It should be persuasive and targeted to a business clientele.
This part of the Individual Project should be at least 2–3 pages in length (single spaced).
Part 2: PowerPoint
Create a professional PowerPoint presentation. You will be assessed on the design of the presentation, including colors, backgrounds, professionalism, fonts, and graphics. Optional content includes sound, videos, and animation.
This part of the Individual Project should be at least 15 slides.
The following 2 files will need to be uploaded:
· A Word document using the attached 
TEMPLATE
.
· PowerPoint presentation
Click on 
Student Expectations
 to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached 
TEMPLATE
. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

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