Marketing Research Government Export Marketing Assistance

Question: Explain and Discuss about the Marketing Research for Government Export Marketing Assistance? Answer: Identification of scale The nominal scale variables are 3rd, 1st, 16th, 17th, 5th, 6th, 7th, 8th, 9th, 10th, 11th, 12th, 13th, 14th 15th 18th, 24th, 26th, 19th, 20th, 21st, 23rd and 28th. The ordinal scale variables are 2nd, 4th, and 25th. The interval scale and ratio scale variables are 22nd and 27th variables respectively. These 28 variables are associated with the 28 questions (Krishna, 2011). Statistical analysis Objective In this assignment the main area of interest is to perform a statistical analysis and with basis of the result discuss the implementation of marketing. For this purpose a hypothesis testing is performed. The null hypothesis is H0: There is no difference in choice between male and female customer against the alternative H1: there is significant difference in choice between male and female customer. Methodology In this assignment first of all for each variable a descriptive analysis is performed. For testing the hypothesis the analysis of variance method is obtained. Here Analysis of variance method is used to test the hypothesis instead of t test because t test is used when there are only two groups, but analysis of variance method is applicable for more than two groups. For this problem there are total 28 groups. So ANOVA method can be used. It is known that if significance value (p value) of the test will be less than 0.05, we can reject the null hypothesis (H0) and accept the alternative hypothesis (H1) at 0.05 level of significance. Analysis Descriptive Statistics N Minimum Maximum Mean Std. Deviation Statistic Statistic Statistic Statistic Std. Error Statistic Do you eat at an upscale restaurant at least once every two weeks? 400 1 1 1.00 .000 .000 How many total dollars do you spend per month in restaurants (for your meals only)? 400 $5.00 $450.00 $150.0525 $4.63531 $92.70629 How likely would it be for you to patronize this restaurant (new upscale restaurant)? 400 1 5 3.00 .062 1.237 What would you expect an average evening meal entree item alone to be priced? 340 $6.00 $60.00 $18.8353 $0.53299 $9.82784 Would you describe yourself as one who listens to the radio? 400 1 2 1.04 .010 .190 To which type of radio programming do you most often listen? 385 1 4 2.67 .051 .997 Would you describe yourself as a viewer of TV local news? 400 1 2 1.11 .016 .313 Which newscast do you watch most frequently? 356 1 4 3.36 .047 .882 Do you read the newspaper? 400 1 2 1.06 .011 .228 Which section of the local newspaper would you say you read most frequently? 379 1 5 3.16 .068 1.329 Do you subscribe to City Magazine? 400 1 2 1.55 .025 .498 Prefer Waterfront View 400 1 5 3.42 .067 1.333 Prefer Drive Less than 30 Minutes 400 1 5 2.73 .066 1.311 Prefer Formal Waitstaff Wearing Tuxedos 400 1 5 2.47 .076 1.516 Prefer Unusual Desserts 400 1 5 2.41 .076 1.514 Prefer Large Variety of Entrees 400 1 5 2.48 .073 1.466 Prefer Unusual Entrees 400 1 5 2.41 .077 1.550 Prefer Simple Decor 400 1 5 3.58 .075 1.492 Prefer Elegant Decor 400 1 5 2.33 .076 1.510 Prefer String Quartet 400 1 5 2.50 .071 1.420 Prefer Jazz Combo 400 1 5 3.70 .061 1.221 Year Born 400 1928 1975 1957.46 .476 9.516 What is your highest level of education? 400 1 8 5.77 .071 1.413 What is your marital status? 400 1 3 1.86 .027 .547 Including children under 18 living with you, what is your family size? 400 1 7 2.61 .067 1.350 Please check the letter that includes the Zip Code in which you live (coded by letter). 400 1 4 2.70 .036 .715 Which of the following categories best describes your before tax household income? 400 1 7 4.18 .087 1.749 What is your gender? 400 1 2 1.49 .025 .501 Valid N (listwise) 312 Table: 1 ANOVA Sum of Squares df Mean Square F Sig. Do you eat at an upscale restaurant at least once every two weeks? Between Groups .000 1 .000 . . Within Groups .000 398 .000 Total .000 399 How many total dollars do you spend per month in restaurants (for your meals only)? Between Groups 6913.196 1 6913.196 .804 .370 Within Groups 3422274.702 398 8598.680 Total 3429187.898 399 How likely would it be for you to patronize this restaurant (new upscale restaurant)? Between Groups .122 1 .122 .079 .778 Within Groups 610.876 398 1.535 Total 610.998 399 What would you expect an average evening meal entree item alone to be priced? Between Groups 6.044 1 6.044 .062 .803 Within Groups 32736.733 338 96.854 Total 32742.776 339 Would you describe yourself as one who listens to the radio? Between Groups .018 1 .018 .503 .478 Within Groups 14.419 398 .036 Total 14.438 399 To which type of radio programming do you most often listen? Between Groups 1.075 1 1.075 1.082 .299 Within Groups 380.370 383 .993 Total 381.444 384 Would you describe yourself as a viewer of TV local news? Between Groups .060 1 .060 .606 .437 Within Groups 39.100 398 .098 Total 39.160 399 Which newscast do you watch most frequently? Between Groups .032 1 .032 .040 .841 Within Groups 276.224 354 .780 Total 276.256 355 Do you read the newspaper? Between Groups .006 1 .006 .117 .733 Within Groups 20.784 398 .052 Total 20.790 399 Which section of the local newspaper would you say you read most frequently? Between Groups 4.468 1 4.468 2.539 .112 Within Groups 663.389 377 1.760 Total 667.858 378 Do you subscribe to City Magazine? Between Groups .755 1 .755 3.057 .081 Within Groups 98.342 398 .247 Total 99.098 399 Prefer Waterfront View Between Groups .446 1 .446 .251 .617 Within Groups 708.994 398 1.781 Total 709.440 399 Prefer Drive Less than 30 Minutes Between Groups .240 1 .240 .139 .709 Within Groups 685.510 398 1.722 Total 685.750 399 Prefer Formal Waitstaff Wearing Tuxedos Between Groups 1.654 1 1.654 .719 .397 Within Groups 915.856 398 2.301 Total 917.510 399 Prefer Unusual Desserts Between Groups .237 1 .237 .103 .748 Within Groups 914.340 398 2.297 Total 914.578 399 Prefer Large Variety of Entrees Between Groups .152 1 .152 .071 .791 Within Groups 857.598 398 2.155 Total 857.750 399 Prefer Unusual Entrees Between Groups 3.380 1 3.380 1.408 .236 Within Groups 955.010 398 2.400 Total 958.390 399 Prefer Simple Decor Between Groups .185 1 .185 .083 .773 Within Groups 887.565 398 2.230 Total 887.750 399 Prefer Elegant Decor Between Groups .145 1 .145 .064 .801 Within Groups 909.952 398 2.286 Total 910.098 399 Prefer String Quartet Between Groups .002 1 .002 .001 .973 Within Groups 803.995 398 2.020 Total 803.998 399 Prefer Jazz Combo Between Groups .521 1 .521 .349 .555 Within Groups 594.269 398 1.493 Total 594.790 399 Year Born Between Groups 6.429 1 6.429 .071 .790 Within Groups 36123.009 398 90.761 Total 36129.437 399 What is your highest level of education? Between Groups .549 1 .549 .275 .600 Within Groups 795.748 398 1.999 Total 796.298 399 What is your marital status? Between Groups .551 1 .551 1.842 .176 Within Groups 119.039 398 .299 Total 119.590 399 Including children under 18 living with you, what is your family size? Between Groups .891 1 .891 .489 .485 Within Groups 726.269 398 1.825 Total 727.160 399 Please check the letter that includes the Zip Code in which you live (coded by letter). Between Groups .048 1 .048 .094 .759 Within Groups 203.952 398 .512 Total 204.000 399 Which of the following categories best describes your before tax household income? Between Groups 1.273 1 1.273 .415 .520 Within Groups 1219.767 398 3.065 Total 1221.040 399 Table: 2 Interpretation of the result The descriptive statistics table (table 1) indicates the descriptive analysis of the variables. It facts that descriptive statistics are used to assess the whole data set as well as to set up the data set in such a way that supports the examiner to perform statistical learning (Zikmund and Babin, 2012). Here the mean value (average value) a measure of central tendency indicates the average score of each of the used variable. There are total 28 variables. From the above table it is cleared that except 4th, 6th, 8th, 10th and 28th variables all other variables consist of 400 observations (Crouch and Housden, 2012). From this table one can get the, mean value (average value), maximum- minimum value, and standard deviation and maximum- minimum observation for each variable and also get the total no of observations (Bradley,2013). The ANOVA table indicates the significance value of the test. The above ANOVA table indicates that all the significant values (p values) are greater than 0.05 (Malhotra, Birks, and Wills, 2013). The p value of these 28 variables are .370, .778, .803,.478, .299, .437, .841, .733, .112, .081, .617, .709, .397, .748, .791, .236, .773, .801, .973, .555, .790, .600, .176, .485, .759 and .590 . Therefore the null hypothesis (H0) cannot be rejected against the alternative hypothesis (H1). So, it can be said that there is no dissimilarity in choice between male and female customer (Seringhaus, 2013). Marketing implication (conclusion) If liking and disliking of the male and female customer is different then it will be needed to serve different services to male and female customers in the restaurant that means required different marketing strategy for female and male customers (Zikmund and Babin, 2012). But from the above analysis it is cleared that there is no difference in choice between the male and female customer. So it can be said that there is no need to construct different strategy for male and female customer of the restaurant (Wilson, 2011). Reference Wilson, A. 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