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assignment 2: Nectar Fruit Juices
The objective of this assignment is to assess your ability to analyse questionnaire data, using the results to help improve management understanding. You should provide a report describing the analysis and 代写留学生作业your recommendations. There is no need for any references in this assignment though in a fuller piece of research you would be expected to compare the results derived from your own empirical data and the experiences and theory from the literature. The report should be no more than 1200 words, in addition to tables and graphs.
Submission date: 4pm Monday 15 February 2010 via the essay box outside room 3Y3. Your work should clearly state your programme, module (IBUP04) and student registration number (but not your name).
Background
Nectar Fruit Juices (NFJ) have produced a successful range of fruit drinks for many years, sold in many of the major supermarkets in the United Kingdom. However, in recent years NFJ have been losing their market share. The last NFJ Board meeting discussed possible action and there was considerable support for redesigning much of the product range such that it would appeal to the modern consumer sensitive to the environmental, social and health consequences of their purchasing decisions. The majority of the NFJ directors were very enthusiastic and believed that despite the inevitable higher costs that this would entail, such a move would regain the company’s market share. However, a few directors are more cautious and requested that some market research be undertaken so that NFJ could develop a better understanding of the customer demand and the factors influencing their choices. Reluctantly, the Board agreed to commission a questionnaire based survey before committing the company to this Product Re-engineering Initiative (PRI). Your task is to analyse the results and provide a report for NFJ in time for the February 2010 Board meeting.
IBUP04
The survey
The survey was undertaken in a number of the supermarkets stocking both NFJ and other fruit juices. The questionnaire is attached. Each student has their own personal data set consisting of 198 responses: your data set can be obtained by using the Excel file Nectar Fruit data generator available on webCT. Follow the instructions on the Excel sheet and transfer your data into the SPSS file Nectar Fruit, and save on your own directory.
Tasks
1. Using a rich picture and/or a cognitive map, discuss the factors that influence:
− a customer’s decision when buying fruit drinks
− NFJ’s market share and profit
Identify the scope of your present analysis, given the available data. Also identify any important missing data that you think should have been collected for this study.
2. Using SPSS, analyse your data set. It is expected that all students will provide relevant graphs, tables and basic statistical measures (e.g. means and frequency counts). You should interpret these graphs and tables to help NFJ Board decide whether the PRI is a good commercial prospect. Perhaps the data can help provide detailed insights that could provide some particular focus for the PRI?
3. Those students who have some statistics background, i.e. those also taking Quantitative Management Techniques will be expected to make more use of their statistical knowledge, e.g. undertaking appropriate statistical tests, in addition to providing graphs and tables.
Assessment criteria
The marking of your report wil