Consumer Behaviour Research

You should prepare and submit a report that addresses the following aspects of the survey results:
1. Summarize and describe the distributions of the variables in the survey results: the BORA figures, the consumer cosmopolitanism scores and the respondent gender.
2. Examine whether there is evidence that, in the population from which the respondents were selected, there were differences in average BORA between men and women.
3. Examine whether there is evidence that, in the population from which the respondents were selected, the average BORA for the UK brands was different from that for the non- UK brands. Address this question separately for men and women.
4. Examine whether there is evidence of a relationship, in the population from which the respondents were selected, between ‘COSMO’ on the one hand, and ‘BORA UK’ and ‘BORA nonUK’ on the other hand?
3. Format of the report
The report you prepare should be divided clearly into four main sections, corresponding to the four questions posed above. If you think it is appropriate, you may also add short introductory and concluding sections. If you do, these will be taken into account in the mark given to the report as a whole (see below, section 4).
Each group member should be responsible for writing one of the four main sections. As a rough guide, I would expect each of the four main sections to be in the region of 500 – 650 words. I would not expect any individual section to be longer than about 750 words.
The report should make clear what kind of analyses you have done and why, but should not contain line-by-line details of the numerical working you have undertaken in producing your results. The results of the analyses, and any comments on their applicability, should be presented in a similar depth of detail to that you will find in academic journal articles.
You should work together as a group to plan and execute the data analysis, to bring the project to a conclusion, and to make the report coherent.
Please make clear on the front page of the report the group membership, and