Quanitative Marketing Research Report
write the results, discussion, and recommendation section of the paper. The APA heading of this section must be “Discussion, Conclusions, and Recommendations.”
Begin by restating the research question and hypotheses. Then, use Microsoft Excel’s statistical functions to obtain the descriptive statistics (mean, median, mode, and standard deviation) and the inferential statistics (one-sample t-test).
After the statistical analysis of the descriptive statistics is completed, you will summarize the data for each question by presenting at least 1 form of central tendency (or average), that is, either the mean, median, or mode, and the standard deviation (e.g., the mean age of the 32 participants was 40 to 60, SD = 4).
Lastly, summarize the inferential or t-test results by explaining if the researcher rejects or fails to reject the null hypotheses based on the “p” value (e.g., a one-sample t-test was conducted to determine t=3.89, p < 0.05. Since the “p” value is less than 0.05, we reject the null hypothesis that price increases had no effect on the sales of grills at Home Depot).
After analyzing the results, provide a summary of the key findings of the research and formulate your recommendations to the leadership within the selected company for resolving the issue. Make sure to highlight specific strategies for implementing the recommendation. Incorporate at least 3 scholarly or peer-reviewed resources.
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