Research and Analysis in Marketing Level M Assignment Remit 2025 | UOB

Research and Analysis in Marketing Module Learning Outcomes:

This assignment is designed to assess the following module learning outcomes. Your submission will be marked using the Grading Criteria given in the section below.

LO5: Apply qualitative and quantitative data analysis to inform decision-making or research conclusions
LO6: Communicate research findings effectively to relevant target audiences.

Main Assessment:

Quantitative Data Analysis Report

For this assignment, you need to be familiar with the quantitative data analysis techniques and procedures covered in the module, including using SPSS software, and you also need to do your own independent reading. A quantitative dataset (in SPSS) is provided along with a series of tasks (see below) that require different statistical analyses. 

Assignment Brief: Quantitative data analysis

The task entails quantitative analysis of data and writing a report based on the following questions using the dataset provided. 

You should adhere to the word limit and avoid using an appendix, as any information not included in the main report will be disregarded.  

Note that both variable names and labels have been provided to facilitate the identification of the correct variables for analysis.

Each question should be answered independently from other questions.

Q1 (10 Marks)

Compute the following statistics for the respondent’s age variable (age) -

• The minimum (1 mark)
• The maximum (1 mark)
• The median (1 mark)
• The arithmetic mean (1 mark)
• The standard deviation of the mean (1 mark)
• The standard error of the mean (1 mark)
• The upper and lower 95% confidence interval for the mean (2 marks)
• The mean age for males (1 mark)
• The mean age for females (1 mark)

Q2 (10 Marks)

Explore the relationship between gender and education by providing a cross-tabulation (2 marks) of (edlev) and (sex). Report and interpret a suitable statistical test (4 marks) and an appropriate measure of association (4 marks).

Question 3 (10 Marks)

• Select the workers in the sample using the variable employment status last week (ecstaa =1). What is the size of this subsample? (2 marks)
• What is the mean number of hours usually worked per week for all workers (workhrs)? (2 marks)
• What is the mean number of hours usually worked per week for male workers? (2 marks)
• What is the mean number of hours usually worked per week for female workers? (2 marks)
• Comment on the relationship between the mean hours usually worked per week by male and female workers? (2 marks)

Important note: Make sure you select the entire sample for the subsequent analysis of Questions 4 and 5.

Question 4 (20 Marks) 

• Estimate a linear regression model of hours usually worked per week (workhrs) using age (age), gender (female) and the marital status indicators (cohab, single, widow, divorced, separated) as explanatory variables. Present these results in a suitably summarised format. (10 marks)
• Comment on the results of the regression model. (10 marks)

Question 5 (50 Marks)

• Select one outcome variable and three or more substantively plausible explanatory variables, and justify your choice. (10 marks)
• Present some descriptive statistics for your variables. (10 marks)
• Undertake some suitable analyses and comment on your results. (30 marks)