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The activities of the modern companies and enterprises cannot be successful without the marketing researches. The marketing research is generally defined as the systematic search, collection, analysis, interpretation and presentation of the information and data concerning the specific market situation that the company has faced. The marketing research allows the company to get the valuable information about the needs of the customers, as well as the main tendencies of the competition. Furthermore, the marketing research generates the data for the forecasting of the sales volume, the customer satisfaction and the customer loyalty (Saxena 164).
The experts define the following main steps of the marketing research that should be executed: to ascertain the need for the marketing research, to identify the problem, to define the research objectives, to conduct the desk research and collect the secondary information, to carry out the qualitative and quantitative field research and collect the primary data, to analyze the collected information, to interpret the data and define the conclusions and recommendations, to prepare and present the final research report (Smits 1).
The analysis of the collected data is one of the most important stages of the marketing research. On this stage, the two main types of the analysis can be used – the qualitative analysis and the quantitative analysis. The Statistical Package for the Social Sciences (hereinafter – the SPSS) is acknowledged to be the excellent tool for the quantitative analysis of the marketing research information. It is the computer program for the statistical data processing, the powerful modern analytical tool, designed to conduct any type of the marketing research information analysis.
After the quantitative field research, the company has the database that must be further compressed. The data compression is the process of the marketing research data description by calculating the several values, which define the database completely. The compression narrows the database in such a way, that the residual characteristics are entirely sufficient to formulate the conclusions of the conducted research.
To start the compression, it is necessary to input the information in the SPSS at first. The program offers the three main ways of the data input: to import the database from the other sources (Microsoft Access, Microsoft Excel, etc.), to input the data directly with the help of the specialized software called the SPSS Data Entry, or to enter the data manually. After the input of the information, the SPSS will help to encode the variables, to sort and aggregate the marketing data, and to process the received information by the means of the statistical analysis in order to meet the objectives of the marketing research. All of the above-mentioned functions describe the role of the SPSS in the marketing research analysis.
Furthermore, the use of the SPSS ensures the following advantages over the qualitative methods of the analysis (such as the Delphi method, the brainstorm method, and the scenario development method) and the other quantitative methods:
- The SPSS allows answering the accurately defined questions, processing the large volumes of the information and using the statistical analysis methods instead of the subjective ones.
- It enables the calculation of the multi-version marketing indicators on the basis of the input research data.
- The SPSS allows uniting two different databases with the one common key field. It can be very useful when there is a need to unite the databases with the different marketing questionnaires into the integrated one for the further procession.
- It contains the facilities for the visual representation of the processed and analyzed data, such as the simple and interactive graphs and diagrams, as well as the one- and multidimensional tables.
- The SPSS has the powerful tool for the experienced researchers called the command syntax. With its help it is possible to automatize the repetitious operations (for example, the creation of the significant number of the statistical regressions), and to get the access to the advanced set of the statistical analysis procedures.
- It enables the testing of the marketing information for the normalcy of the distribution that is crucial for the accuracy and efficiency of the statistical analysis.
Burns and Bush claim that the statistical analysis is the critical stage of any quantitative marketing research. Due to the successful statistical analysis the company will be able to transform its marketing strategy on the chosen markets with the due regard for the customers’ needs and preferences, the actions of the competitors and its own potential. Burns and Bush define the following main steps of the statistical analysis of the marketing research, which should be combined to get the best result:
- The descriptive analysis is the first step when the basic values are calculated, such as the gender and the age of the respondents, as well as the description of the customers’ preferences. The statistical indicators used in this stage of the analysis can be useful for the answering to different important marketing questions (for example, for the calculation of the probability that the customer will purchase the new product).
- The logical deduction analysis is designed to create the proper sample, which will satisfy the statistical requirements for the accuracy and reliability and on the basis of the sample to formulate the conclusion about the customers’ preferences in the country as the whole. This step of the analysis is very convenient, as there is no need to question all the potential customers. However, the only requirement is the proper filling of the sample.
- The distinctions analysis is used to compare the average indicators of two or more samples. For example, the researcher may be interested whether there is the significant statistical distinction between the expenses of the customers in different cities, countries or different groups of customers to purchase the specific product. This kind of the analysis provides the crucial information for the further segmentation of the markets, as well as for the development of the company’s price strategy. At this stage, the following tools of the SPSS will be necessary: the logical regression, the discriminant analysis, the factor analysis, and the cluster analysis.
- The associative analysis allows identifying the connection between the variables and the peculiarities of this connection, for example, whether the increased sales volume depends on the growth of the sales personnel training expenses, or what will be the customers’ reaction on the new advertising campaign – positive or negative. At this stage of the analysis, the SPSS will be useful with the statistical methods such as the correlation analysis, the linear regression, and the cross-dispensing.
- The prognostication is the most difficult and the most important step of the statistical analysis. The company often has a need to prognosticate the demand, the potential sales volume in the new market, the competitors’ actions, etc. The success of any company will be impossible without the efficient prognostication.
Works Cited
Burns, Alvin C., and Ronald F. Bush. Marketing Research, 7th edition, Pearson Prentice Hall, 2012. Print.
Saxena, Pratiksha. “Application of Statistical Techniques in Market Research: A Sample Survey.” International Journal of Applied Engineering Research. Vol.2, No 1 (2011): 163-171. Web.
Smits, Johan 2011, Marketing Research with SPSS: A Practical Approach. Web.
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