IBM SPSS ( Statistical software)

by | Mar 31, 2022 | Marketing

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I need a writer who knows how to use a software called IBM SPSS ( Statistical software)
Assignment Task
You will be given a survey-based dataset that was collected from customers of three
competing business firms in a given industry. You are hired as a business consultant for
one of these three companies (A spreadsheet will be shared on Moodle page with
information on which company of those three will be your business client). A copy of the
survey is provided along with the dataset.
Based on a familiarity question at the beginning of the survey, respondents filled in the
survey in reference to the most familiar business firm (the dataset incorporates three
customer segments representing the three business (competing) firms).
The survey covers the following:
• Importance perceptions of product/service attributes
• Performance evaluation of product/service attributes related to the most familiar
business firm
• Satisfaction with the most familiar business firm
• Return intentions to the most familiar business firm
• Tendency to spread positive word-of-mouth about most familiar business
enterprise
• The survey concludes with classification data on respondents’ demographic
characterises (e.g., gender, age, marital status).
You are required to answer the following questions: (see Page 2)
Questions: [5 Questions]
Q1: What are most valued and least valued shopping mall attributes? [20 Marks]
To answer this question, you need to:
Q1a) Rank shopping mall attributes (check section 1 in the questionnaire) based on
their importance ratings using a valid statistical technique
(Tip: make sure that any differences arestatistically significant)
Q1b) Come up with some marketing recommendations/decisions based on your
analysis to guide their product strategy
Q2: Are there any significant differences between males and females in terms of their
level of importance assigned to shopping mall attributes? [20 Marks]
(Check section 1 in the questionnaire)
To answer this question, you need to:
Q2a) Compare male and female sub-samples on assigned level of importance to six
shopping mall attributes (check section 1 in the questionnaire)
Q2b) Come up with some marketing recommendations/decisions based on your
analysisto guide segmentation/targeting strategiesfor your allocated business client
(Check business client allocation file to know your assigned business client).
Q3: What are strengths and weakness of your business client? [20 Marks]
(Check business client allocation file to know your assigned business client)
To answer this question, you need to:
Q3a) Use the SPSS software package to conduct a formal comparison of customers’
perceptions of the six shopping mall attributes (see section 2 in the questionnaire)
across the three shopping malls while adapting the appropriate statistical technique.
Q3b) Come up with some marketing recommendations/decisions based on your
analysis to improve competitive position of your business client.
The answers will be different depending on who is your business client (Check business
client allocation file to know your assigned business client)
Q4: What are shopping mall attributes that drive one’s revisit intentions to a given
business firm? [20 Marks]
(Check section 2 in the questionnaire)
To answer this question, you need to:
Q4a) Test the relationship between customers’ evaluation ofshopping mall attributes
of a given shopping mall (Check section 2 in the questionnaire) with their revisit
intentions (Check section 3 in the questionnaire).
Q4b) Identify significant shopping mall attributes (Check section 2 in the
questionnaire) in forming one’s revisit intentions.
Q4c) Rank significant shopping mall attributes (Check section 2 in the questionnaire)
in term of their power/magnitude to increase customers’ revisit intentions.
Q4d) Come up with some marketing recommendations/decisions based on your
analysisto increase customers’ revisit intentions (Check business client allocation file
to know your assigned business client)
Q5) Construct a perceptual map for your business client using performance-importance
matrix. [20 Marks]
To answer this question, you need to:
Q5a) Map product/service attributes on the following two axis:
X axis → customers’ level of important of product/service attributes
Y axis → customers’ evaluation of shopping mall attributes (Check section 2 in the
questionnaire) of your business client.
Q5b) Come up with some marketing recommendations/decisions based on your
analysis to optimise new product development strategy.

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