購車喜好研究報告

　　Car Preferences Research Report

　　一個電機行業市場和消費資訊協會很感興趣，究竟是什么因素影響男性和女性的購車決定。

　　A motor industry marketing and consumer information association was interested in what factors influence males and females in terms of car purchasing decisions.

　　本項目的研究目標之一是研究汽車的類型，以及男性和女性對汽車類型的喜好程度，汽車的安全性是決定偏好的一個決定性因素。另一個目的是獲得涉及影響消費者喜好的原因，這樣就可以在分析對不同類型的汽車和與性別是否有相關性時，考慮到這些影響因素。

　　One of the aims of the research project is to examine preferences for types of cars among men and women and investigate the extent to which safety was a factor in determining those preferences. A further aim is to obtain other useful general information on the factors involved in consumer preferences for different types of cars and any associated gender differences in regard to those factors.

　　限于本研究的局限性，我們必須明確的承認，結論是非常必要的。如果結論仍然存在明顯的差距，你應該就提出一些建議，以便于在未來形成一個完整且合理的答案。

　　An overall conclusion will be necessary as well as a clear acknowledgement of the limitations of this research. You should also consider making suggestions for future research if there are still gaps apparent in terms of a complete understanding of the issue.

　　The association commissioned a survey of 300 consumers to ascertain factors influencing their preferences for particular types of cars. The association was also interested in the relative importance of safety issues in car preferences, as safety issues are becoming more significant with the numbers of road accidents continuing to rise. There is some evidence that women drivers who are involved in motor vehicle accidents are more likely than men to be injured. A possible reason is that women drive smaller cars that provide less protection in a collision.

　　The survey was conducted by research assistants who asked people in car parks to participate and administered a structured questionnaire. The research assistants were instructed to obtain data from men and women who typically drive small, medium and large cars, with 50 people in each group, resulting in a total of 300 respondents.

　　As part of this project, you are required to prepare appropriate background research via a literature review for a feasible market research problem that is relevant to the data file you have been given. This part of the task will mean that you have to do some research on car purchasing differences between males and females, as well as families with different aged children. You will also need to investigate the particular importance of safety in purchasing decisions. You must use a variety of scholarly references including several journal articles (8 to 10 or more scholarly references) on relevant topics.

　　You will then need to formulate a clear market research question, research aim/s, and appropriate market research objectives (with associated hypotheses) which could be achieved by analysing the data contained in the data file. You should have at least 2 or 3 research objectives with appropriate hypotheses to test. Aim to have a total of at least 6 or 7 research hypotheses. For some research objectives you may only need to test one or two hypotheses, for others you may need to test several research hypotheses, in order to achieve the particular research objective.

　　[Note: In a real life business situation your survey instrument would be designed to collect data to achieve the market research objectives and answer the market research question.]

　　You will be required to also analyse the data in the data file in terms of your research objectives and hypotheses, in order to achieve your research aim/s and answer your overall market research question. The use of descriptive statistics is all that is necessary for the purposes of this research project; there is no need to perform more sophisticated analyses for this assignment. Descriptives include counts, frequencies, as well as measures of central tendency and variability, etc. The use of graphs and tables to summarise and present your data in a professional manner is advised in addition to an appropriate written description and interpretation of your results.

　　Please note: This data was supplied by Professor Annette Dobson, University of Queensland, and data set information was provided by Jenny Powers. This assignment briefing and background is not the original purpose of the data set. You are not to seek assistance from either of these individuals, or from any other source in reference to the preparation or completion of this assignment and the analysis or interpretation of this data. The analysis, interpretation, conclusions and final report must be entirely your own group work. This is a group assignment.#p#分頁標題#e#

　　General headings in your market research project – you may also wish to include sub-headings if you think they help to make your report clearer. (2500 words)

　　· Background literature review research into the problem and purpose of the research

　　· Statement of market research problem, research question, research aim/s, and research objectives with appropriate hypotheses

　　· Extra inclusion for this assignment: A statement of the type of research design: Exploratory, descriptive, or causal, addressing which element of the market mix – price, product, promotion, or place?

　　Examples of issues to be covered in the Method section (Hint: Look at some good journal articles to give you tips on the different ways you could present this).

　　· Brief rationale for the use of survey methodology (Hint: use your textbook for reference here)

　　· Survey instrument – provide examples of data gathered (e.g. age, gender, family responsibilities, car preferences) and a few examples of indicator items (e.g. “Do you regularly carry children? Under 5 yes/ no; 6 – 16 yrs yes/ no”; “How important is each of the following when buying a car?” on a scale from 1 not important to 4 very important”). Make sure you attach a copy of the survey as appendix and refer to appendix in this section.

　　· Sample of respondents and how they were recruited – include a suitable rationale for the sampling approach used.

　　· Demographic characteristics of the sample with graphs or tables to illustrate (e.g. number of respondents, gender, family responsibilities, etc.)

　　· Presentation and interpretation of results of analysis under each research objective/ hypothesis. The use of graphs and tables here to summarise some of the data is useful. You should also make links with previous research findings here.

　　In every group some people contribute either more or less to achieving group objectives. Peer assessment ensures people are appropriately recognised for their input and contribution. Good groups are professional enough to identify under performers. If your group is having difficulty with a group member e.g. non-attendance at meetings:

　　- Firstly try to resolve the problem. If the person has personal difficulties affecting work completion, they may need to see their tutor e.g. for a group extension.

　　- If the problem continues, notify that group member as soon as possible that group members intend to fill in a Peer Assessment Form. The group will still need to complete all parts of the assignment.

　　- When you submit your assignment, attach your peer assessment form and evidence of non-performance of the particular group member, such as a copy of your diary of meeting attendance and a summary of work completed.

　　- Those assessed as low achievers are required to meet with the course convenor after assignment marking, http://ukthesis.org/ygsslwdx/ provide evidence of work completed and discuss mark adjustment.

　　All members of a group that has had difficulties with one or more of their members are to fill in this form and submit it with their group assessment. Write in the names of each participant in your group. Tick one column only for each characteristic being rated. Do not rate yourself.