Assessment Task Guidance Description
Learning Outcomes
On successful completion of this assessment, you will be able to:
a) select and explain approaches used for collection, management, communication and analysis of data, and analyse how this data is used to support decision-making
b) use analytical tools available for the analysis of numerical data to find, derive and evaluate information.
c) make judgments by interpreting and analysing a range of business-related data to support organisation decision-making for enhanced performance.
e) identify, select and justify approaches to use from a range of both predefined and self-generated, creative solutions, using clearly defined/accepted problem-solving strategies.
Your grade will depend on how well you meet these learning outcomes in a way relevant to this assessment. Please see the final page of this document for further details of the criteria against which you will be assessed.
Task:
Check the marking rubric at the end of this brief for details on how you will be assessed.
This assignment covers five parts (Word limit: 2400 words):
You are expected to read the case below about an international advertising research project and bring materials that will enable you to write your report after analysing data collected from a survey in the computer lab for 2 hours 30 minutes. From the case, identify the objective(s) that you want to achieve in your report to make decisions for a company.
A fast-growing European cosmetic company that is in the process of launching some of its products to the US market and has conducted market research to understand the behaviours of its potential customers. The company is interested in perceptions of gender stereotypes within beauty product advertising, which includes soap, deodorant, shampoo, conditioner, lotion and perfume. Others include skincare, cologne, makeup, chemical hair colour, razors, feminine care, salon services, and the perceived benefits of empowerment advertising. Gender stereotypes specifically use cultural perceptions of what constitutes an attractive, acceptable, and desirable man or woman, frequently exploiting specific gender roles, and are commonly employed in advertisements for beauty products.
Empowerment advertising strategies negate gender stereotypes and visually communicate the unique differences in each individual. In empowerment advertising, men and women are to represent diversity in beauty, body type, and levels of perceived femininity and masculinity. The project is focused on understanding consumer perceptions of these advertising strategies.
The questionnaire used to collect data from the survey is in Appendix 1 below, and to measure 10 different variables.
Part 1
You received 506 survey responses, which are given in an Excel file. Review the questionnaire and classify the data collected from each question as categorical, ordinal, nominal, interval, or ratio. Next, use the research process to identify the problem(s) that will make the company have an effective advertisement strategy in the US market by explaining how the data and subsequent analysis using Microsoft Excel might provide a better understanding of stereotype versus empowerment advertising. Specifically, state some of the key insights that you would hope to answer by analysing the data.
Write your answers to this case formally in a well-written academic report as if you were a consultant to the company. In this case, you will be asked to use a variety of descriptive analytics tools to analyse the data and interpret the results. As you do this, add your insights to the report, culminating in a complete project academic report that fully analyses the data and draws appropriate conclusions.
Part 2
From the background of this case, use appropriate charts to visualise the data. Summarise the data using frequency distributions (including relative frequency) and histograms for numerical variables, cross-tabulations, and other appropriate applications of PivotTables to break down the data and develop useful insights. Add your findings to the report you started for the case in part 1.
Part 3
From the background of this case, summarise the numerical data using descriptive statistics measures, find proportions for categorical variables, examine correlations, and use PivotTables as appropriate to compare average values. Write your findings in a formal document or add your findings to the report you completed for the case in part 1.
Part 4
From the background of this case, propose and test one meaningful hypothesis that will help the company understand and explain the results. (Using any inferential statistics or pivot table, e.g. correlation, regression, ANOVA. Write your conclusions in a formal report or add your findings to the report you completed for the case in part 1.
Part 5
Complete all parts of this case into one report drawing final conclusions about the perceptions of the role of advertising in the reinforcement of gender stereotypes and the impact of empowerment advertising internationally. Finally, you are to arrive at logical decisions for the company by making sound recommendations based on your findings.
You are strongly advised to adopt the following structure for your report.
1. Cover page
2. Table of content
3. Executive Summary
4. Title: Clear, l
5. Introduction (Brief Background/Rationale (research problem) with a clear statement of the aim and objective(s)
3. Literature Review (Use of theories or concepts – focus on one or two)
4. Methodology (data collection and analysis methods)
5. Data Presentation & Analysis (Dashboard using different descriptive analytical tools)
6. Discussion (linked reviewed literature with citations to support )
7. Conclusion (drawn logical insight of the discussion to summarise the key findings)
8. Recommendations (well-reasoned decisions based on your findings)
9. References (Use the University recommended Harvard Referencing Style)
