MKTG1002: DATA ANALYSIS REPORT
Due: Sunday June 1st 11.59pm (Week 13)
Weighting: 30%
Word Count: 2000 words
INSTRUCTIONS
You have been hired by Luminous Aromas, a boutique candle company known for its luxurious, hand-poured candles made from natural ingredients and infused with unique, captivating scents. Their product range includes a variety of candles, from soothing lavender and chamomile blends to invigorating citrus and spice combinations, appealing to both relaxation seekers and those looking to add a touch of sophistication to their homes.
Luminous Aromas is in the process of developing a new logo.
You have been provided with their overarching research question, specific research questions, and research objectives. You have also been provided with data that was collected from exploratory research (a word association task) and output from descriptive research (a survey). The data and output can be found on Canvas in the Assessments folder.
You are now required to analyse both the qualitative data and quantitative output to make recommendations to Luminous Aromas. Your report would be presented to the company upon completion and should therefore be presented in a professional manner.
CLIENT BRIEF: LUMINOUS AROMAS
OVERARCHING RESEARCH QUESTION
“What is the role of brand logos in influencing consumer attitudes and intentions?”
RESEARCH QUESTIONS
1. What associations do consumers hold with Luminous Aromas?
2. What are consumer attitudes towards Luminous Aromas?3. How does perceptions of ‘logo fit’ influence consumer purchase intention
for Luminous Aromas?
4. How do consumer attitudes differ depending on a consumer’s demographic profile?
RESEARCH OBJECTIVES
1. To identify the associations that consumers have with Luminous Aromas.
2. To determine if consumer attitudes towards Luminous Aromas is negative or positive (significantly different to a mean rating of 4 on a seven-point scale).
3. To determine if consumer purchase intention is negative or positive (significantly different to a mean rating of 4 on a seven-point scale).
4. To determine if logo fit influences consumers intention to purchase from Luminous Aromas.
5. To determine if consumer purchase intention differs depending upon which logo is used.
6. To determine if attitudes towards Luminous Aromas differ based upon a consumer’s gender.
HOW WAS THE DATA COLLECTED?
WORD ASSOCIATION TASK
Participants were shown an image of Logo 1 and Logo 2 and were asked to type the first word that came to their mind when viewing the logos.
Logo One
Logo Two
ONLINE SELF-ADMINISTERED SURVEY
Participants were shown either Logo One or Logo Two. After viewing the logo, participants were asked to rate their purchase intention, attitude towards the brand, the fit of the logo and to provide demographic information.