Marketing Research for Myer Brand

$36.00

Marketing Research for Myer Brand

Management Decision Problem

For a long time, departmental stores have controlled the Australian retail sector with
David Jones and Myers being on the lead. To succeed in the market, department stores focus in
the desires and needs of fashionable women and offer the customers the freedom to browse and
shop. Therefore, department stores have niche which is a clear proposition and they clearly know
and identify their customers (Ferrell, Niininen & Lukas, 2014). However, moving towards 2018,
Myer no longer controls the Australian retail industry. The major problem for Myer is that it has
tried to be all things to all customers. The company has tried to target their old high- end
customers while at the same time attracting value- conscious, bargain- oriented customers. The
essential value for any brand is the unique place that it occupies in the mind of the target
consumer because it defines how the brand competes in the marketplace because it reflects a
unique selling proposition. However, the place of Myer in the marketplace is unclear in the mind
of the customers. As a result, Myer has experienced a significant shrink in the share price
following consecutive write- downs. There is therefore, a need for urgent action to stop the
company from losing its control in the market as well as fall in sales and earnings. Historically,
Myer served the middle class consumers and was desirably located and positioned as the
pinnacle of accessible quality on the high street.

Category:

Description

AMN403 Marketing and Survey Research

Assessment 3
Semester 1, 2018

Online submission only by
uploading to Blackboard by 11.59pm. In accordance
with QUT policy, no late submissions will be marked.

Weighting: 55%
Individual or group: Individual
Word limit: 2500 (Maximum eg no +10%) including references.
Content of Part B is not included in the word count.
Note: Please don’t ask your tutor to read your draft writing to

“see if it is ok”.

Instructions:
There are two parts to this assessment. No executive summary, introduction or
summary sections are required.
PART A
This assessment requires a research design to address the Where is Myer’s
brand? case, which has been uploaded to Blackboard. Your research design should
not be written as an academic essay, but in a business style as if you were a
marketing research firm pitching for this contract. However, you must still reference
the sources used to justify your assertions. Another researcher should be able to
follow quite specific steps in your research plan to collect the required data to
address the research question. Use 1.5 line spacing, and either ARIAL or TIMES
NEW ROMAN 12 point font.
While it would be expected you provide a title page, no executive summary,
introduction, background or table of contents are required. Your research design
should be structured as follows:
1. In your own words, outline the management decision problem (MDP)
statement/question, and provide a one paragraph rationale using only the
information provided in the case. Outline the marketing research question
(MRQ), and provide a brief rationale that references the literature. List two
research objectives that address the MRQ.
2. Describe your proposed research methodology, utilising mixed methods
(qualitative and quantitative), to address the research objectives. Be clear about
how each objective is being addressed by each method. Describe your

proposed sampling and data collection procedures. Indicate the data analysis
techniques, for both your qualitative and quantitative stages.
3. Provide a one-page sample of a data collection instrument, such as a focus
group moderator’s guide OR your questionnaire items. You do not need to
prepare an entire questionnaire. The questions recommended should clearly
address a research objective.
4. Briefly acknowledge any limitations of your research design.
To reiterate, another researcher should be able to easily follow the specific steps in
your research design to obtain the necessary information to address the MDP/MRQ.

PART B
This section of your report is NOT related to the case study information in Part A.
Rather, it has been included to enable you to demonstrate your ability as a marketing
researcher to undertake data analysis. From the SPSS data file “AMN403 –
Assessment 3 Part B Data set (SPSS document) – Semester 1 – 2018.sav”, which
has been uploaded to Blackboard, undertake and report the following data analyses:

 Independent Samples t Test to determine any significant
statistical differences between full time and part time students for
Question 5 scale items: 1 to 20. List the item names, the two means,
the t value, and the p-value.
 Analysis of variance (ANOVA) to determine any significant statistical
differences by YEAR STARTED DEGREE for Question 5 scale items: 1
to 20. List the scale item names, the F value, and the p-value from the
ANOVA. Then list the p-value for each of the group differences using
Tukey’s range test (Turkey HSD).
 Bivariate correlation matrix to identify any medium-strength and
significant associations between scale item 20 and scale items 1 to 19
in Question 5. List the scale item name, the p-value, and the Pearson
correlation coefficient (Pearson’s r) for each of these.

Please note Question 5 starts with: “Using these numbers as a guide, please
circle one number for every one of the following statements….”. This question
then contains 20 scale items.
Please round numbers to TWO decimal places.
Please do not attach the entire SPSS data analysis output, as we only want you to
report the information as instructed above. No introduction is required. Also, you do
not need to discuss the reasons for using each technique and you do not need to
make any recommendation about the results. This is a fictitious file, based on the
questionnaire uploaded to Blackboard as ‘AMN403 – Assessment 3 Part B
Questionnaire – Semester 1 – 2018.pdf’.

2

References
While this assessment is to be written in a business report style rather than a
theoretical academic essay, you must acknowledge any sources of information used.
For example, references to academic papers should be used to support assertions
about the merits of a particular survey method or data analysis procedure.
Academic Honesty
QUT expects students to act honestly in assessments. The issue of plagiarism is
taken seriously and students are reminded to ensure that assessments submitted
represent their own work.
Late submission policy
It is QUT policy that assessments submitted after the due date will not be marked,
and therefore receive a mark of zero.
Marking criteria
The attached marking criteria will be used for this assessment. Each of the eight
criteria are weighted equally. The maximum mark for each criterion is 12.5/100.

3

AMN403 Marketing and Survey Research Marking Criteria – Assessment 3

7 6 5 4 3 2-1

MARK 12.5 or 10.6
(100% or 85%)

10.5 or 9.4
(84% or 75%)

9.3 or 8.1
(74% or 65%)

8 or 6.3
(64% or 50%)

5.8 or 3 or 0
(46% or 24% or 0%)

Problem Identification, Research and Decision-Making
Problem
statements

You succinctly define the MDP. You
succinctly define the MRQ, which is
explicitly related to the managerial
problem, and clearly indicate in your
rationale a relevant construct from
the literature. Clear and logical
research objectives that address the
MRQ.

You define the MDP. You define
the MRQ, which is related to the
managerial problem statement,
and indicates how the research will
enable decision making. Your
MRQ is either not succinct or it is
unclear what the key construct of
interest is. Generally clear and
logical research objectives that
address the MRQ.

You define the MDP. You define
the MRQ, which is related to the
managerial problem. This
section could be written more
clearly and succinctly. It is either
unclear what the key construct of
interest is, or lacks appropriate
referencing. Generally clear and
logical research objectives that
address the MRQ.

You attempt to define the MDP.
You discuss an MRQ in a
manner that could be more
succinct and more explicitly
related to the problem
statement. It is unclear what the
key construct of interest is and
is not well referenced. Unclear
research objective(s).

You fail to capture the management
problem clearly. You fail to capture
the research question clearly.

Application and Evaluation
Qualitative
research
design

You describe in detail the
recommended research design, with
appropriate data analysis. Clear
justification provided. Logical
approach relative to the problem.
Clear understanding of research
limitations and how they apply to the
strategy.

You describe in detail the
recommended research design,
most aspects of which feature a
logical and justified approach
relative to the problem and
research objectives. Few errors.
Generally good understanding or
research limitations and how they
apply to the strategy.

You describe the recommended
research design, some aspects
of which feature a logical and
justified approach relative to the
problem and research
objectives. Some may not be
steps not justified. Some
limitations may not be
adequately acknowledged.

Your attempt to describe the
recommended research design
lack a depth of discussion to
demonstrate a logical and
justified approach relative to the
problem and research
objectives. Confusion about
some concepts/limitations. May
be difficult to follow at times.

You fail to describe a research
strategy that addresses the
managerial problem. Your report
fails to demonstrate an
understanding of the market
research process.

Quantitative
research
design

You describe in detail the
recommended research design, with
appropriate data analysis. Clear
justification provided. Logical
approach relative to the problem.
Clear understanding of research
limitations and how they apply to the
strategy.

You describe in detail the
recommended research design,
most aspects of which feature a
logical and justified approach
relative to the problem and
research objectives. Few errors.
Generally good understanding or
research limitations and how they
apply to the strategy.

You describe the recommended
research design, some aspects
of which feature a logical and
justified approach relative to the
problem and research
objectives. Some may not be
steps not justified. Some
limitations may not be
adequately acknowledged.

Your attempt to describe the
recommended research design
lack a depth of discussion to
demonstrate a logical and
justified approach relative to the
problem and research
objectives. Confusion about
some concepts/limitations. May
be difficult to follow at times.

You fail to describe a research
strategy that addresses the
managerial problem. Your report
fails to demonstrate an
understanding of the market
research process.

Sampling You demonstrate an excellent
understanding of sampling plan
selection and implementation through
a detailed and logical approach
relative to the proposed research
design. Ethical approach.

You describe in detail a logical
sampling approach to address the
research problem, with few
technical errors. Ethical approach.

You describe a logical sampling
plan to address the research
problem, with some technical
errors. Ethical approach.

You describe a sampling plan to
address the research problem,
but make a number of technical
errors and/or lack a depth of
discussion to demonstrate
understanding.

You fail to describe a sampling plan
of relevance to the research
problem.

Data
collection
instrument

Sample of primary data collection
instrument is well prepared and
clearly linked to the research
objectives. Logical data analysis
recommendations relative to the
research design and sampling plan.

Sample of primary data collection
instrument is well prepared with
few errors and clearly linked to the
research objectives. Logical data
analysis recommendations relative
to the research design and
sampling plan.

Sample of primary data
collection instrument is well
prepared, with some errors, and
is generally well linked to the
research objectives. Logical data
analysis recommendations
relative to the research design
and sampling plan.

Sample of primary data
collection instrument is
prepared with a number of
errors. Links to the research
objectives may not be easy to
follow. Some data analysis
recommendations relative to the
research design and sampling
plan.

You fail to demonstrate an
understanding of the requirements
for a data collection instrument, and
data analysis techniques, to
address the research objectives.

Extent to
which
another
researcher
could follow
your plan

At each stage of the research design
there are very specific steps that
would enable another research to
generate the information required.

At most stages of the research
design there are very specific steps
that would enable another research
to generate the information
required.

At some stages of the research
design there are very specific
steps that would enable another
research to generate the
information required.

At a few stages of the research
design there are very specific
steps that would enable another
research to generate the
information required.

You fail to provide much in the way
of specific actionable steps that
another research could follow.

Data
analysis
application
(Part B)

You demonstrate an excellent
understanding of the data analysis
techniques, by providing all the
correct outputs with no technical
errors.

You provide most of the required
outputs and with few technical
errors.

You provide some of the
required outputs with few
technical errors.

You attempt to analyse the
data, but either make a number
of errors in the outputs, or you
do not provide clear
explanations.

You fail to correctly analyse the
data.

Communication and Interpersonal Skills
Presentation You organise content clearly and
make no technical errors. Appropriate
referencing. Follows suggested
format precisely. Free of grammatical
errors. Word limit adhered to.

You organise content clearly and
make few technical errors.
Generally appropriate referencing.
Follows suggested format. Few
grammatical errors. Word limit
adhered to.

You generally organise content
well but make some technical
and grammatical errors, such as
spelling, referencing and/or
layout. Word limit adhered to.

You organise content in a
manner that may be difficult for
the reader to follow at times. A
number of technical and
grammatical errors throughout.
Word limit not adhered to.

You present content in an
incoherent way and make frequent
technical errors throughout paper.
Word limit not adhered to.

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Management Decision Problem

For a long time, departmental stores have controlled the Australian retail sector with
David Jones and Myers being on the lead. To succeed in the market, department stores focus in
the desires and needs of fashionable women and offer the customers the freedom to browse and
shop. Therefore, department stores have niche which is a clear proposition and they clearly know
and identify their customers (Ferrell, Niininen & Lukas, 2014). However, moving towards 2018,
Myer no longer controls the Australian retail industry. The major problem for Myer is that it has
tried to be all things to all customers. The company has tried to target their old high- end
customers while at the same time attracting value- conscious, bargain- oriented customers. The
essential value for any brand is the unique place that it occupies in the mind of the target
consumer because it defines how the brand competes in the marketplace because it reflects a
unique selling proposition. However, the place of Myer in the marketplace is unclear in the mind
of the customers. As a result, Myer has experienced a significant shrink in the share price
following consecutive write- downs. There is therefore, a need for urgent action to stop the
company from losing its control in the market as well as fall in sales and earnings. Historically,
Myer served the middle class consumers and was desirably located and positioned as the
pinnacle of accessible quality on the high street….

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