RESEARCH METHODS IN MARKETING (MKT 09.384)

SPSS I ASSIGNMENT

ASSIGNMENT OBJECTIVES:
This assignment is designed to give students an opportunity to:

(1)    Gain familiarity with using SPSS to analyze data
(2)    Practice performing basic descriptive statistical analyses
(3)    Practice interpreting basic descriptive statistics

THE ASSIGNMENT:
For this assignment you will be using SPSS to analyze a data set provided by the Professor. You will need to run the appropriate statistical tests to answer the following questions. Please type up your answers to the following questions in a blank word document (do not include original questions). When typing your answers up, you can be succinct in your answers, but make sure to answer every part of the question. All answers must be in your word document. See the syllabus or Blackboard for the due date. Please note, this is an individual assignment reflecting your own efforts to conduct the analyses and interpret the results.   

THE SITUATION:
Aurora works as an intern for NBC Olympics. She is conducting some preliminary research to gauge viewers interest and excitement about the 2022 and 2024 Olympic Games. She wants to see if viewers are looking forward to the 2022 Beijing or 2024 Paris games more. Based on her preliminary research, she will draft a marketing plan for NBC for the 2022 and 2024 Olympic games, and highlight any issues she sees with viewership patterns. So far, Aurora has surveyed 15 NBC viewers and asked them 1) if they will watch the opening and closing ceremonies, 2) how many sports they will watch, 3) the number of days they will watch, and 4) their overall excitement about the games. Here are the variables she has collected so far:

    Beijing_OpenCloseCeremony- measures if the viewer plans to watch or not watch the opening and closing ceremonies for the 2022 Beijing Olympics.
    Beijing_NumberSports- measures the number of sports the viewer plans to watch during the 2022 Beijing Olympic games.
    Beijing_DaysWatched- measures the number of days the viewer plans to watch during the 2022 Beijing Olympic games.
    Beijing_Excitement- measures the level of excitement the viewer feels about the 2022 Beijing Olympic games on a 1-7 scale, ranging from 1=not at all excited to 7=extremely excited.
    Paris_OpenCloseCeremony- measures if the viewer plans to watch or not watch the opening and closing ceremonies for the 2024 Paris Olympics.
    Paris_NumberSports- measures the number of sports the viewer plans to watch during the 2024 Paris Olympic games.
    Paris_DaysWatched- measures the number of days the viewer plans to watch during the 2024 Paris Olympic games.
    Paris_Excitement- measures the level of excitement the viewer feels about the 2024 Paris Olympic games on a 1-7 scale, ranging from 1=not at all excited to 7=extremely excited.

The 2022 Beijing Winter Olympics will be held from February 4-20, 2022 in Beijing, China. At least 15 winter sports are scheduled to be included in the event.

The 2024 Paris Summer Olympics will be held from August 2-18, 2024 in Paris, France. At least 28 summer sports are scheduled to be included in the event.

THE QUESTIONS:
1- How many people plan to watch the opening and closing ceremonies for the 2022 Beijing and 2024 Paris Olympic games? What can you conclude from these results? (2 points)

2- What do the measures of central tendency and dispersion statistics tell you about the number of sports viewers plan to watch for the 2022 Beijing and 2024 Paris Olympic games? What can you conclude from these results? Please be sure to state the relevant statistics. (4 points)

3- On average, do viewers plan to watch the same number of days during the 2022 Beijing and 2024 Paris Olympic games? If no, during which Games will they watch more days? What can you conclude about the dispersions of the distributions of number of days planned to watch for the 2022 Beijing Olympics compared to the 2024 Paris Olympics? (6 points)

4- On average, are viewers equally excited about the 2022 Beijing and 2024 Paris Olympic games? (4 points)

5- What concerns, if any, do you have about Auroras data set? (2 points)

6- Based on the data Aurora has collected so far, which games should she conclude viewers are looking forward to more? why? (2 points)