Take-Home Final Exam (RMD-24309)

Take-Home Final Exam (Research for Marketing Decisions 24309)

Prepared by Kyuseop Kwak

Dear students, Please read the case and survey questionnaire in the following pages carefully. You should analyse the attached data to answer the questions in this exam. Please use SPSS (or PASW) to do required analyses and answer questions. You may download a trial version from SPSS homepageto use SPSS at home ) (http://www14.software.ibm.com/download/data/web/en_US/trialprograms/W110742E06714B29.html. When you answer questions, please describe why you choose the analysis and explain the results in detail followed by any managerial implication or recommendation. You should also include appropriate tables or figures within your answers (not in the appendix) to support your argument, if appropriate. Note that you may be able to find a few alternative approaches for one question. There is no the right answer , but the most appropriate answer to each question. Approaches or analyses which produce similar conclusions to the most appropriate answer are considered good answers. If you use approaches or analyses which conclude differently, your mark will be based on how you come up with your analysis strategy and how you defend your answer. Therefore, please spend enough time to understand what the question asks you to do and to develop good analysis strategy. You may want to try a few alternative approaches to see whether your conclusion holds. You may be able to discuss with your colleagues about the problems, but your take-home exam report must be written in your own words and interpretations. Plagiarism will be strictly monitored across tutorial sections. To minimize sharing answers, four (4) data sets, randomly selected from a large data set, were posted. Download the data set corresponding to your last name, which must be the one recorded in UTS system, and use the indicated data only. Last name from A to D: Take_Home_Data_Lastname_A_thru_D.sav (530 records) Last name from E to L: Take_Home_Data_Lastname_E_thru_L.sav (515 records) Last name from M to Q: Take_Home_Data_Lastname_M_thru_Q.sav (507 records) Last name from R to Z: Take_Home_Data_Lastname_R_thru_Z.sav (519 records)

The exam report based on the data from different last name category will get zero mark. Please be careful and use the right data. You must type your answer in word document and submit it electronically to UTSOnline (in assignment). You should also print it off and bring the hard copy in to your final tutorial in the final week. Failure of submission to both UTSOnline (12pm, 9 June) and your tutor (in your final tutorial) by due will result in significant deduction in your mark. Good luck and do your best. Thanks. Best regards, Kyuseop Kwak

RMD-24309 Autumn 2011

1/5

Over /

Take-Home Final Exam (RMD-24309)

Case Description: The effectiveness of the National Drug Campaign 2005

The National Drug Campaign is a series of advertisements by the Australian Department of Health and Ageing, which aims to decrease drug use (of marijuana, ecstasy and speed/ice) among adolescents. This study examines the effectiveness of the National Drug Campaign in deterring the usage of drugs among light and heavy users. A survey was conducted of 640 people within the 10 24 age group. The primary target market for the advertisements is groups of young people that are classified as Thrill Seekers or Reality Swappers . This is because although these groups of people make up a small percentage of the population of 10 24 year olds, they account for a majority of illicit drug use. The amount of drugs that these groups of people consume could seriously damage their health and affect their future. But how effective is drug advertising at promoting abstinence? Should the government be aiming to increase awareness of drug effects and safe usage? This study examined the effectiveness of the national drug campaign at two levels: 1 how much people recall from the advertising and how much is taken seriously 2 how effective it is in reducing or preventing drug usage among today s youth.

Description of Data Collection A survey was conducted in both a high school and a university environment to capture the 14 24 age bracket. Study locations were Murdoch University and a range of local high schools. These included: Kolby Catholic College (aged 12 to 17, mixed gender, approximately 200 people) Lumen Christy College (aged 12 to 17, mixed gender, approximately 200 people) Murdoch University (aged 17 to 24, mixed gender, approximately 240 people). The survey consisted of a series of short response questions, and took no longer than five minutes to complete. Surveys conducted were a combination of: door-to-door personal interviews Murdoch student village email questionnaire surveys using techniques such as word association anonymous mail survey given out in classrooms and collected at end of home room. 640 responses were collected. The sample included an almost equal gender proportion (312 males to 328 females), but the majority of respondents fell within the 16 20 age bracket (42.5 per cent), with only 3.8 per cent in the 10 12 age bracket. This may have resulted in some bias within the results, with few assumptions possible for this lower age bracket. Exposure to drugs and drug education could be higher within the 16 20 age bracket as opposed to the 10 12 year age bracket and this may affect results. The data from the survey were edited and coded to be analysed using the SPSS computer program. The variables from the data set are entitled Take-home_data.sav (pick appropriate data based upon your last name). The questionnaire used is presented in the Exhibit 1.

RMD-24309 Autumn 2011

2/5

Over /

Exhibit 1 Survey Questionnaire

RMD-24309 Autumn 2011

35

Ove /

Take-

e F al Exam (RMD-24309

Take-Home Final Exam (RMD-24309) Please answer the following questions carefully. All answers must be succinct to the point and defend your position properly. When you use any statistical analysis, please explain why you choose the analysis and interpret the result in detail with any managerial interpretation. You should also include appropriate tables and/or figures to support your arguments within the main report. 100 points are given and they will be rescaled accordingly for final mark.

Q1. (10pts) Evaluate the research design. You may discuss about various issues such as research objectives, method, sampling, questionnaire, etc.

Q2. (5pts) You can define your measurement item s primary level of scale in SPSS. There are three groups of variables defined as Scale (SPSS defines both interval or ratio scales as Scale ). Those are Q8, Q13 (4 sub items), and Q15-16 (both are using same scale). Please evaluate those level of scales defined and explain whether the levels are correctly defined or not. (Do not change actual scale level in SPSS and keep them as they are).

Q3. (20pts) Q1 is for screening people who do not recall any drug advertisement. If someone does not recall any drug ad campaign, they must skip to Q9. However, there are some people who didn t follow the instruction and answered subsequent questions without skipping. a. b. How many people made such mistake? Show evidence. (5pts) Correct their answers from Q2 to Q8. You need to transform wrong answers into system missing . Create frequency tables for Q2 thru Q8 after you have changed values. (15pts). (Note: you need to do this very carefully. Otherwise, you will mess up the data and it affects the following analyses)

RMD-24309 Autumn 2011

4/5

Over /

Take-Home Final Exam (RMD-24309) Q4. (20pts) Answer the following questions or test the hypotheses accordingly. Show the procedures. a. Amongst three drug ads campaigns studied, which one is recalled most by the respondents? (3pts) b. H1: The amount of exposure to drug advertising will deter the usage of drugs. (5pts) c. H2: The amount of exposure to drug advertising will make people worried about the danger of the drug use. (5pts) It is sometimes useful to use the third person technique when asking sensitive questions. People tend to answer very candidly when they were asked to give answers about opinions or behaviours of others, e.g., friends. In this research, Q12 is an example of asking Q11 using the third person technique. Do you find any evidence that people respond differently when they talk about their friends as opposed to talking about themselves? How do they differ, if they are different? Or, prove if they are similar? (7pts).

d.

Q5. (10pts) Amongst four drugs rated in Q13, which one is considered the most dangerous drug? Which one is the second and third dangerous and so on? Please explain how you have reached your conclusion about the perceived ranking of the danger.

Q6. (10pts) Amongst places to take illicit drugs (Q14), which place is considered the most comfortable place to take drugs? Describe who feel such place most comfortable, in terms of their age, gender and their age of first drug use.

Q7. (25pts) The researcher wants to analyse the effectiveness of the ads campaign on people s regular drug use (Q16). The variables of interest include: age, gender, ads campaign recall, the amount of exposure, affective response to the ads campaign and age of first trial. You can regard variables except binary (or dichotomous) variables as continuous variables (e.g., interval or ratio) for this analysis. You may need to recode binary variables appropriately to use a certain analysis. Please provide detail analysis results and insights. Suggest any recommendations if available.

THIS IS THE END OF YOUR EXAMINATION QUESTIONS

RMD-24309 Autumn 2011 5/5 Over /