MARKETING RESEARCH

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RESEARCH REPORT BRIEF (Individual Assignment)

 RESEARCH BACKGROUND:
GoGym are an (fictitious) apparel manufacturer and retailer of gym and exercise goods (clothing
and accessories) that has identified the following research problem:
RP: GoGym have very little understanding of how consumers have interacted with their

Instagram page in the first month of its launch.

So to address this problem, they have engaged your services, of which you have developed the
following research questions:
 RQ1: In its first month, what devices were most commonly used to access GoGym’s
Instagram page, and did this influence how long was spent on the page?
 RQ2: In its first month, what time of day was GoGym’s Instagram page most commonly
accessed, and did this influence how long was spent on the page?
 RQ3: How dependant are GoGym’s Instagram users on social media, and did this influence
the number of visits to the site in its first month after launch?
 RQ4: How long was spent on GoGym’s Instagram account, and did this influence the
number of visits to the site in its first month after launch?
 RQ5: What are user’s perceptions of GoGym’s Instagram account, and did this influence the
number of visits to the site in its first month after launch?
 DATA:
GoGym has conducted primary descriptive and causal research through collecting quantitative data
from their Instagram page analytics, as well as briefly surveying site users.
 Please note: There are several different data sets. You are to analyse ONLY the data set you
are randomly allocated, as per the instructions on Blackboard. Utilizing any other data set
will result in a mark of ZERO.
 Please note: You must ensure that each variable in SPSS has your student number at the
beginning of the label (not variable name). For example “13358432_1= Mobile, 2 = Tablet, 3
= Computer”. Failure to do this will result in a mark of ZERO.
 Please note: Direct presentation of unformatted SPSS tables or graphs in the main body of
your report (in Appendices is okay) will result in a mark of ZERO.
 VARIABLES:
The data is provided as an Excel spreadsheet (see Blackboard) to be input, edited, coded, and
analysed in SPSS. The data collected examines the following:
o Device used:
This data pertains to the type of device most often used by the site users to access the
Instagram page. These devices include mobile, tablet, and computer.
o Time of day:
This data pertains to the time of day in which users most often accessed the Instagram page.
This has been coded into four groups: morning, midday, afternoon, night.
o Interaction time:

This data pertains to the average length of time spent accessing the Instagram page (measured
in seconds).
o Instagram involvement (Likert scale):
“To what extent do you agree with the following
statements about your Instagram involvement:” Strongly Disagree < – – – (neutral) – – – > Strongly Agree
II_1: I log on to Instagram within the first hour of when I wake up 1 2 3 4 5 6 7
II_2: I am influenced by posts on Instagram 1 2 3 4 5 6 7
II_3: I get bored by Instagram pages easily 1 2 3 4 5 6 7
II_4: Instagram helps make decisions of what to buy easier 1 2 3 4 5 6 7
II_5: Instagram is great for sharing my life with others 1 2 3 4 5 6 7
II_6: I have to visit Instagram multiple times everyday 1 2 3 4 5 6 7
II_7: I could go a week without visiting Instagram 1 2 3 4 5 6 7
II_8: All my friends use Instagram regularly 1 2 3 4 5 6 7
II_9: I often use information on Instagram to guide decision making 1 2 3 4 5 6 7
II_10: I care about what people think of my Instagram account 1 2 3 4 5 6 7

o Perceptions of GoGym Instagram (Constant-sum scale):
This data pertains to the users’ perceptions of the GoGym Instagram page. Site users were
asked to reveal their perception of the site in comparison to competing brands’ Instagram
pages. The question was posed as follows:
“If you had 60 minutes to spend on the Instagram pages of GoGym, Nike, and Adidas, how many minutes
would you spend on GoGym’s Instagram page?”
o Monthly GoGym Instagram visits:
This data pertains to the number of times the individual visited the GoGym Instagram page (on
all devices) in its first month of its launch.
o Demographics:
The demographics of the users were measured through age and gender.
o Psychographics:
The psychographics of GoGym users were coded into several categories pertaining to the
lifestyle of the individual with respect to exercise and gym use:
 New-to- health: those who have recently started exercising at gyms. Often have come from a
position of bad health or injury and are looking to improve their fitness or general health.
Often are intimidated by gym culture.
 Social Poser: those who visit gyms more to post pictures on social media than exercise. Are
perceived by others as vain and narcissistic, and spent little time at the gym actually
exercising.
 Gym Junkie: those who go to gyms to focus on working-out and improving their physical
appearance. Are highly involved with gym culture and will mould their lifestyle around
nutrition, gym visits, training, and performance.

RESEARCH REPORT:
To determine the effectiveness of GoGym’s newly launched Instagram account, you are to
analyse the data they have collected and develop a research report.
 The focus is on interpreting and communicating results. Merely presenting results is of little value,
and analyses is useless if it is not linked back to the research context. It may help to think about
implications for the gym / fitness industries, GoGym’s marketing mix (4 Ps), consumer behaviour, etc.
 A submission guide is available on Blackboard.
 Assessments must be submitted through Turnitin (.pdf) and a hard-copy to your tutor (online
students exempt) by the stated due date (see Unit Outline).
1) EXECUTIVE SUMMARY (5 marks)
The executive summary is a concise 1-page summary of the GoGym research project, key
findings, interpretations, and recommendations. It is not an introduction, and should contain
excerpts of the key information you want to communicate. (Approx. 200 words)
2) COVER PAGE, CONTENTS PAGE, LISTS OF TABLES AND FIGURES
(Contributes to verbal and visual communication marks)
3) DESCRIPTIVE ANALYSES (RESULTS AND INTERPRETATION) (25 marks)
a) Comment on the extent to which the device used differs across the three psychographic
groups. Provide your interpretation of why this may be. (Approx. 200 words)
 [FREQUENCY] (Background Variable: Psychographic groups [Data Split file  Organize output by groups])
b) Comment on the extent to which the time of day in accessing the Instagram page differs
across four age groups. Provide your interpretation of why this may be. (Approx. 200 words)
 [FREQUENCY] (Background Variable: Age groups [Data Split file  Organize output by groups])
c) Comment on the extent to which the range of interaction times differ across gender. Provide
your interpretation of why this may be. (Approx. 200 words)
 [FREQUENCY] (Background Variable: Gender [Data Split file  Organize output by groups])
d) Use measures of central tendency to interpret the Instagram perception of “New-to- Health”
and “Social Posers”. (Approx. 200 words)
 [CENTRAL TENDENCY – Mean, median, mode] (Background Variable: Psychographic groups [Data Split
file  Organize output by groups])
e) Comment on the variability of the 4 items of “Gym Junkies” Instagram involvement (II_5, II_7,
II_8, II_10). Interpret what could explain this variability (Approx. 200 words)
 [DISPERSION – Standard deviation] (Background Variable: Psychographic groups [Data Select cases  If
condition is satisfied  Psycho = 2)
4) DESCRIPTIVE ANALYSES (RECOMMENDATIONS) (10 marks)
What strategies should GoGym put in place to increase the monthly visits for those who visit the
Instagram at a particular time of day? (approx. 300 words)
 Use specific reference to the analysis and interpretations of the data (from Crosstab
analysis) to support your recommendations.
 Link recommendations with existing examples of gym and fitness marketing, the lifestyle of
users, and the 4P’s of marketing (show actual examples to support).
5) INFERENTIAL ANALYSES (RESULTS AND INTERPRETATION) (30 marks)

a) Comment on the relationship between the gender of users and their interaction times with
the Instagram page. Provide an interpretation of why this may be. (Approx. 200 words) [T-
TEST]

b) Comment on the extent to which the perceptions of the Instagram page differ across four
age groups. Provide your interpretation of why this may be. (Approx. 200 words) [ANOVA]
c) Determine what “factors” of Instagram involvement emerge. Provide conceptual
explanations for why these factors may have emerged. (Approx. 200 words) [E.F.A.]
d) Compare how Instagram involvement (“factors” elucidated above), interaction time, and
perception of the Instagram site influences the number of monthly visits to the site for the
three psychographic groups. Provide interpretations of why this may be. (Approx. 250 words)
 [LINEAR REGRESSIONS] (Background Variable: Psychographic groups [Data Split file  Organize output
by groups])
6) INFERENTIAL ANALYSES (RECOMMENDATIONS) (10 marks)
What strategies should GoGym put in place to ensure consumers with differing perceptions of
Instragram and monthly visits increase interaction time on the GoGym Instagram page? (Approx.
300 words)
 Use specific reference to the analysis and interpretations of the data (from new regression
analysis) to support your recommendations.
 Link recommendations with existing examples of gym and fitness marketing, the lifestyle of
users, and the 4P’s of marketing (show actual examples to support).
7) REFERENCES
8) APPENDICES (Contributes to verbal and visual communication marks)
The appendices hosts supporting information in your research report that is not published in
the main body of the report because of its size, complexity, irrelevance, etc.
This is the only place where output from SPSS should directly appear, it should not be in the
main body! (See Submission Guide)
9) EFFECTIVE COMMUNICATION (VERBAL) (10 marks)
Verbal communication must be clear, succinct, and in a manner suitable for a research report.
All responses to these questions must be fully supported by tables, or graphs, even when not
explicitly stated in the question.
10) EFFECTIVE COMMUNICATION (VISUAL) (10 marks)
Tables and graphs must be summarised and formatted in a reader-friendly, aesthetically
pleasing manner. Ensure visual aids are colour-coded, titled, labelled, have legends / keys,
supporting numerics, etc. Competency in Microsoft Excel is advised.

Description

GoGym is an (fictitious) apparel manufacturer and retailer of gym and exercise goods (clothing and accessories). The aim of the study is to understand how customers interact with their Instagram page in the first month of its launch. Primary descriptive and causal research was conducted through collecting quantitative data from the GoGym’s Instagram page analytics, as well as briefly surveying site users. The data was provided as an Excel spreadsheet to be input, edited, coded, and analysed in SPSS computer program. The study findings indicated that there was a difference in interaction time among gender and the time of accessing Instagram varied with age groups of the respondents. The study findings indicated that there were differences in Instagram perception between new- to- health and social poser groups. This difference is brought about by the attitudes of respondents towards gym and Instagram  whereby new- in- health respondents are mainly those in bad health conditions who visit gyms to improve their health statuses or for fitness. The study findings indicated that perceptions of Instagram differ among age groups. The study findings indicated that the number of monthly visits to the Instagram page was influenced by other factors such as Instagram involvement, interaction time, and perceptions of the Instagram page.