Assignment Task

Taxi services have a long history in people’s life in Sydney. Sydney Transport Group (STG)1 has been operating in this sector for more than two decades. Recently they have begun to expand their operation by entering into internet taxi market. However, with the existence of strong rivals such as Uber and OLA, STG wants to understand what determines customers’ continuous use of internet taxi. A senior manager at STG has conducted initial research that demonstrates factors such as social connection, customers’ need for prestige, and customers’ price consciousness influence customers’ trust in internet taxi which, in turn, contribute to customers’ intention to use Internet taxi continuously. He would like to know if the relationships between these variables are statistically significant. The manager is also interested in knowing if trust in Internet taxi differs across female and male customer groups.

The senior manager designed the below research model and asked the marketing research department to collect data to address these issues. As a part of the team, you have to analyse the data premised on hypothetical relationships the senior manager has developed and report the findings to him. The senior manager expects you to provide him with a brief outline of what was done with the data and why. Further, he expects to have the results presented in a format that he can simply understand. He also wishes to have some managerial recommendations on the basis of findings to understand how to act based on findings to ensure he can retain customers.

This assessment intends to elevate your ability to make sense of data and solve marketing problems and support marketing decision-making. You have to work individually and prepare a comprehensive report on the findings of your data analysis, interpret the results, and suggest some solutions that resolve identified marketing problems. You have to identify and apply appropriate analytical strategies to address a set of research questions (or problems) a manager of a firm (here the lecturer) has developed. The data for this task will be supplied by the lecturer.

How to report analysis results?

Demographic analysis

Preliminary analysis: You have to get the data ready for analysis.

This process includes cleaning dataset and addressing missing data. You have to including the following tests in data analysis procedure and clearly present them in tables.

• Normality for constructs
• Standard deviation and mean for all constructs (you just report the results of SD and Mean for constructs)
• Correlation table 
• All reliability and validity test,
• Factor loadings,
• AVE

Hypotheses testing: You have to run the regression, a test of differences, or any other tests that address the hypothesized relationship (based on your hypothesis) and clearly present those results in tables.

These results include not restricted to the following:

• R2 and changes in R2
• T-value,
• P-value, etc

Managerial implication of finding: Based on the result you get from SPSS, you have to interpret the result and say what those results mean. For example, if your hypothesis is supported or not. What is the meaning of standard deviation, mean, correlation, etc? What implication demographic analysis would have? You also have to say what your results mean for a manager and how a manager can use the result, what suggestions you may have for a manager to improve their marketing strategies, and what they may achieve if they follow your instructions.