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英国论文:购车喜好研究报告

  购车喜好研究报告

  Car Preferences Research Report

  一个电机行业市场和消费资讯协会很感兴趣,究竟是什么因素影响男性和女性的购车决定。

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

  本项目的研究目标之一是研究汽车的类型,以及男性和女性对汽车类型的喜好程度,汽车的安全性是决定偏好的一个决定性因素。另一个目的是获得涉及影响消费者喜好的原因,这样就可以在分析对不同类型的汽车和与性别是否有相关性时,考虑到这些影响因素。

  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,我们必须明确的承认,结论是非常必要的。如果结论仍然存在明显的差距,你应该就提出一些建议,以便于在未来形成一个完整且合理的答案。

  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.



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