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AMB305 Supplementary Assignment
Maximum 5000 words (+/- 10%)
This assignment is designed to help you understand how qualitative and quantitative
consumer data can be analysed and interpreted to inform marketing decisions. The
assignment has three parts.
PART A (approx. 500 words)
Describe conceptually the data analysis techniques of ANOVA, factor analysis and
regression. What is the purpose of each technique? How is the technique implemented in
SPSS? How is each technique used in marketing?
PART B (approx. 2500 words)
Analyse a quantitative dataset provided by a commercial client (see client brief on p. 4-6 for
further information) using SPSS and then report the findings of your analysis. The report will
require you to (a) identify a research question (or multiple questions), (b) meaningfully
analyse, interpret, and report the data, and (c) identify critical marketing insights from the
data. You should use your knowledge of marketing, as well as academic literature, to inform
your data analysis and reporting.
Part B of the report should comprise the following sections. Please use these as your
headings:
1. Research Purpose (approx. 150 words)
Briefly introduce the business problem that you are trying to address. What do we know
about this phenomenon? What are you aiming to discover? State the research question(s)
that will guide your analysis.
2. Data Analysis (approx. 1750 words)
Using SPSS, report the findings of your data analysis. This is likely to involve (a) describing
the key characteristics of the sample and the data using descriptive statistics, (b) conducting
factor analysis to identify whether the multi-item scales are appropriate to use in subsequent
analysis, and (c) reporting results that are relevant to the research questions presented in
Section 1 (e.g., t-tests, ANOVAs, regression).
The structure of this section will depend on your research questions. You may find it useful
to add subheadings to clearly delineate your findings and how they address each research
question. You can use tables and other summarising diagrams to represent your findings
(not included in the word count).
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3. Critical Marketing Insights (approx. 600 words)
Outline three implications that result from your analysis of the data. If appropriate, use the
marketing literature to support your insights.
PART C (approx. 2000 words)
In Part B, you were provided with a quantitative dataset to analyse, but this business
problem could also be addressed qualitatively. Describe how you might conduct a qualitative
study on the same topic.
• What research question(s) would you propose (which may be similar or different to
the one(s) you proposed in Part B)? Justify why qualitative research would be
appropriate to answer this question.
• How would you collect the data (e.g., focus groups, interviews, observations)?
• What sample would you recruit? Why?
• How would you analyse the data?
• What themes or patterns might you find in the data?
References (not included in word limit)
Appendix (only if required; not included in word limit)
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Submission Checklist
Before you submit your assignment, check off the following to ensure you have addressed
each requirement:
¨ I have used 1.5 spacing, a readable font (e.g., Times, Calibri, Arial) and 2.5cm
margins.
¨ I have created a cover page stating my details (names, student number, and word
count).
¨ I have supplemented my analysis with some marketing theory or academic
publications.
¨ I have limited my report (Parts A to C) to a maximum of 5000 words (not including
any tables, diagrams or quotes).
¨ I have used APA style citations throughout the report in accordance with QUT’s Cite
Write guide. I understand that failing to cite my sources appropriately will result in my
assignment being flagged for plagiarism and reported as misconduct.
¨ I have included a reference list at the end of my report.
¨ I have considered the quality of my sources and only cited appropriate resources
(i.e., not Wikipedia) in my assignment.
¨ I have read the CRA and compared my submission with the standard I hope to
achieve.
¨ I have submitted my assignment to [email protected] on or before the
due date.
¨ I have backed up an electronic copy of my final submission and could produce it if
requested by the Unit Coordinator.
¨ I have added an acknowledgement to my cover page if my assignment was crafted
with the assistance of generative AI/large language models such as ChatGPT.
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Research Brief from the Australasian Performing Right Association/Australasian
Mechanical Copyright Owners Society Music (APRA AMCOS)
APRA AMCOS is interested in understanding what drives Australian consumers’ intentions
to pirate music online, and whether intentions to pirate music online differ across population
segments. They have surveyed 885 English-speaking Australians who regularly use the
internet to understand their intentions. What insight can you provide them?
The survey includes the following variables:
FOCAL CONSTRUCT
Response Code: 1-7 (Strongly Disagree to Strongly Agree) (reverse coded items in yellow)
OMPI Online Music Piracy Intention

PAST BEHAVIOUR
Response Code: 1-7 (Strongly Disagree to Strongly Agree) (reverse coded items in yellow)
PP Past Piracy Behaviour

INDIVIDUAL CHARACTERISTICS
Response Code: 1-7 (Strongly Disagree to Strongly Agree) (reverse coded items in yellow)
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RA Risk Aversion

IMP Impulsiveness

PC Price Consciousness

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ATTITUDES
Response Code: 1-7 (Strongly Disagree to Strongly Agree) (reverse coded items in yellow)
PU Perceived Unfairness