The assignment:
Overview
The major goal of this survey project is to create a perceptual map(s). The construction of perceptual maps helps advertising/marketing strategists better understand the positioning of their brand and the positioning of their competitors’ brands in consumers’ mind, not the advertisers’ mind. Commonly, a brand’s position is the way in which consumers perceive the brand on features (attributes) relative to competing brands. However, the method of perceptual mapping is not limited to attributes. You may consider consequences, values, and others (e.g., feminine vs. masculine, usage context, etc.)
For the project, students are to conduct a survey. Each student is required to survey (about 10 minutes) about 5-10 adults who have used the product (Note: The target segment is desirable). Students are responsible to choose:
(1) 2-4 other competing brands in the product category, and
(2) 4-5 dimensions (e.g., attributes, consequences, values, or others) as evaluation criteria.
Prior interview findings/insights and secondary research may help the selection of dimensions. Students need to provide their respondents with a participant information sheet. However, a consent form for them is not required. Students are to inform participants that survey submission is deemed to be consent to take part in the research. Upon survey completion, students analyse the data. Students are then to write up a report for submission of the assessment.
Instruction:
1. Before the survey:
· Purpose: You must understand the goal(s) of the survey: what is it you wish to know?
· Selection of dimensions and how many: In addition to your secondary research, review your interview findings/insights in order to choose dimensions (e.g., attributes, consequences, values, or something else you think important). Note that the dimensions you select are very critical. Perceptual maps that can provide valuable information for managerial/strategic implications in advertising require insightful or meaningful dimensions. How many dimensions do you need? More than five or six dimensions may not be a good idea if survey respondents do not have much patience. However, if you want to use more than five dimensions, it would be fine. It is up to you.
· Number of competing brands: You need to have 2-4 competing brands.
· Sample: N = 5-10 adults who use the product. The sample size will not affect your grade for the assessment, provided it is within these minimum requirements.
· Questionnaire development: When you finalise the dimensions and brands, it is time to develop a questionnaire (see a sample).
· Paper-pencil or online: Either option would be acceptable. However, if you want to conduct an online survey, you need to use QUT Key Survey (online survey software, see https://survey.qut.edu.au/site/). Since your sample size is small, the paper-pencil method may be easier for many of you.
2. During the survey:
· Thank the participant for agreeing to participate in the survey. Some example scripts are below:
o Thank you for agreeing to participate in this survey. I expect that the complete process will take approximately 10 minutes. Submission of your survey is deemed to be consent to take part in this research (Note: you don’t need to collect a consent form).
· Give the following instruction before you begin interviewing:
o There are no right or wrong answers to the questions that we will discuss. I am simply interested in your opinions and perceptions about brands.
· When finished, thank the participant for their time.
3. After the survey:
· Data analysis: No sophisticated statistical analysis is required for perceptual mapping. All you need is mean values (see sample). Use Excel or SPSS. Students can download the SPSS software from QUT at https://secure.qut.edu.au/ithelpdesk/qut/softwaredownloads/downloads.jsp
· Writing: Finish your report.
The Report:
General directions:
· Page number to be included as a footer on each page
· 1.5 line spacing, with 2.5cm margins
· Consistent font throughout report, including headings (Times New Roman size 12)
· QUT APA 6th referencing is followed consistently across all references (in-text and in reference list) (see QUT Cite|Write website: www.citewrite.qut.edu.au).
· Assignment has been proof-read, checked for spelling errors and grammatical errors.
· Make sure that the report does not exceed 1200 words (up to +10% would be acceptable).
o Title page (not in word count): Report title, student name, student number, tutor’s name and tutorial time, word count of assignment body (introduction through to limitations).
o Table of contents (not in word count).
o Executive summary/abstract (no more than 150 words, but not part of word count): Provide concise and succinct summary of your report.
o Introduction (included in word count): In this section, address the major objective(s) of the research, importance of the research, and scope of the report.
o Method and analysis (included in word count): Address the research method you use (i.e., survey).As noted, the selection of dimensions is critical; thus, justify why you have chosen the dimensions. In addition, explain why you have selected the brands in your survey. Address data collection procedure and sample characteristics (e.g., gender composition, age range, etc.). Provide description of analysis undertaken and a summary table on the mean values of brands/dimensions (see sample 1).
o Findings and implications (included in word count): After reviewing all combinations of two-dimensional maps, address key findings that are interesting and meaningful, then discuss managerial and/or strategic implications that are relevant to advertising. Don’t present all perceptual maps here. Instead, present one or a couple of important perceptual maps to facilitate your discussion (see sample 2). Note that all other perceptional maps should be attached in the appendices section.
o Limitations (included in word count): Address factors that affect the confidence that you have in your findings/implications.
o References (not included in word count): List of all cited sources, presented in QUT APA 6th format.
o Appendices (not included in word count):
· Provide all other perceptual maps (those not used in the body of the report).
· You may attach other relevant and/or supporting material here.
Sample 1: Mean values
|
|
Durability |
Speed |
Design |
|
|
|
|
Brand 1 |
4.67 |
2.67 |
1.33 |
|
|
|
Brand 2 |
1.33 |
2.67 |
4.67 |
|
|
|
Brand 3 |
3.00 |
3.33 |
3.33 |
|
|
|
Brand 4 |
4.33 |
3.67 |
2.00 |
|
|
|
Brand 5 |
2.33 |
2.67 |
4.00 |
|
Note: A 5-point scale is used; “5” is the most positive response.
Sample 2: A perceptual map
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