Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau

Exercise 6

SPSS EXERCISE: Choose one or two other students from your class and form a team. Identify the different retailers from your community where wireless phones, digital recorders/players, TVs, and other electronics products are sold. Team members should divide up and visit all the different stores and describe the products and brands that are sold in each. Also observe the layout in the store, the store personnel, and the type of advertising the store uses. In other words, familiarize yourself with each retailer's marketing mix. Use your knowledge of the marketing mix to design a questionnaire. Interview approximately 100 people who are familiar with all the retailers you selected and collect their responses. Analyze the responses using a statistical software package such as SPSS. Prepare a report of your findings, including whether the perceptions of each of the stores are similar or different, and particularly whether the differences are statistically or substantively different. Present your findings in class and be prepared to defend your conclusions and your use of statistical techniques.