Mark2052 – GAMBLING IN YOUR COMMUNITY

Practicum II (20%)
Due date: 17:00, Friday, 1 November 2019
Submission: Individual submission to Turnitin via Moodle

Task: Answer ALL questions below
• Question 1: A market research company and a television network are trying to see if
seriously short breaks (shorter, more concise advertisement breaks) are more effective
in generating recall (measured as percentage of customers recalling the ad) and liking
for the advertised products and services (measured on a 1 to 7 Likert scale with lower
number meaning less positive evaluations), than more traditional advertising breaks.
State ONE null hypothesis and ONE alternative hypothesis. [2 marks]

ATTITUDES TOWARDS WATER CONSERVATION IN A DROUGHT-
STRICKEN AREA OF AUSTRALIA

In light of Australia’s dry weather conditions, managers and policy makers have had
to try new ways of reducing the population’s water consumption. Policy tools such as
price increases are politically contentious and other mechanisms such as increasing
supply through desalination plants and new dams are expensive and have
environmental consequences. One way of reducing household water consumption
behaviours is to change people’s attitudes towards consuming and conserving water.
Behaviour change through social marketing may also be a cheaper way to do it too.
As a market researcher, suppose you want to collect some primary data to try to
understand:
i. what residents’ intentions are in terms of conserving water in the next 12
months (measured using two items anchored from 1 to 7, where 7 indicates
higher intention)
ii. what their attitudes are to conserving water (measured using three items
anchored from 1 to 7, where 7 indicates a higher attitude)
iii. the degree to which they perceive they have the control to save water over the
next 12 months (measured using two items anchored from 1 to 7, where 7
indicates higher perceived behavioural control)
iv. the importance of the views of significant others (such as friends and family)
in influencing their decision to conserve water (measured using three items
anchored from 1 to 7, where 7 indicates a greater influence from significant
others).
This will help you to create more efficiently targeted marketing communications.
• Question 2: Outline a proposed study to find the answers to these questions. Specify
the kinds of things you ought to measure and how you would collect the data to help

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you answer these questions. The answer to this question should not be more than 200
words. [4 marks]
• Question 3: Specifically, how might you summarise the key data (e.g., attitudes,
intentions, perceived behavioural control and social norms) to get an overview of
what residents are saying? [1 mark]
• Question 4: Specify a hypothesis that you might generate. [1 mark]
• Question 5: Open up the data file ‘water.xlsx’ or ‘water.sav’, depending on whether
you prefer to do the analysis in Excel or SPSS (Note: this is hypothetical data based
around a real study.) Are attitudes, social norms, perceived behavioural control and
intentions positive? Run some one-sample t-tests based on test values you determine,
and comment on the results. Communicate these results as if you are presenting them
in a marketing research report. Include the relevant output(s) and your interpretation.
[3 marks]

 

GAMBLING IN YOUR COMMUNITY: WHAT DO THE LOCALS THINK?
When a new pub or tavern with electronic gaming machines (EGMs) opens in your
community, often its impact upon the community has to be evaluated by the local
council. Suppose, in one such case, the local council ran a survey. Specifically, the
council wanted to assess community awareness about the application for gaming
machines in the development, and what community attitudes were towards the new
tavern with its EGMs. The findings from the research were intended to provide the
council with a detailed understanding of community views towards EGMs. Several
questions were asked to ascertain residents’ attitudes and perceptions of changes to
wellbeing as a result of the EGMs. Hypothetical responses to this data can be found in
‘gambling.xlsx’ or ‘gambling.sav’, depending on whether you prefer to do the
analysis in Excel or SPSS. Some questions included community awareness of the
application to install gaming machines and the degree of support that residents had for
the initiative, including:
i. Whether or not residents were aware of the application to install gaming
machines at the new development (‘Were you previously aware of the
application for a licence to install gaming machines at the proposed tavern?’).
This is Q2 In the dataset.
ii. Whether or not residents were aware of the application to install 40 gaming
machines at the new development (‘Were you previously aware that the
application is for a licence to install 40 gaming machines at the proposed
tavern?’). This is Q3 in the dataset.
iii. Whether or not they would support or oppose the tavern going ahead in light
of it having 40 EGMs (‘To what extent do you support or oppose the proposal
to install 40 gaming machines at the proposed tavern?’). This is Q6 in the
dataset.
iv. Whether or not they would support or oppose the tavern going ahead if it did
not have the EGMs (‘To what extent would you support or oppose the

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proposal to build the tavern if it did not have gaming machines?’). This is Q7
in the dataset.

• Question 6: Specify some hypotheses that you might want to test to ascertain (i) the
degree to which residents were aware of the application for gaming machines, and (ii)
whether or not residents support the proposed development going ahead. [2 marks]
• Question 7: What test(s) would you run to test your hypotheses? [1 mark]
• Question 8: Specifically, access the data and perform the following tests (which you
may have already done based on your answers to the above). What do the results tell
us? Communicate these results as if you are presenting them in a marketing research
report. Include the relevant output(s) and your interpretation. [6 marks]
a) Run Chi-square tests to determine if awareness (based on Q2 and Q3) is
evenly distributed.
b) Run one-sample t-tests to determine if support for the installation of gaming
machines (based on Q6 and Q7) is different from 3.

Required format:
• The School of Marketing Assignment Cover Sheet as the first page.
• Question 1 Answer:
• Question 2 Answer:
• Question 3 Answer:
• Question 4 Answer:
• Question 5 Answer:
• Question 6 Answer:
• Question 7 Answer:
• Question 8 Answer:
Additional format requirements:
• Font size and style: Font size: 12. Style: Times New Roman.
• Margin: 2.5 cm.
• Space: Double spaced throughout the paper.
You are free to include an appendix; however no mark is allocated to the information
contained in the appendix.