Crosstabs Justification Memo (30 points)
Practitioners often use the data from custom quantitative surveys to better understand and define target audiences. Yet, this information is rarely obtained from frequency tables. Instead, analysts use crosstabulations to understand the relationship between variables and to identify significant findings in their survey results.
In this assignment, you will play the role of data analyst by developing a crosstab plan and then explaining in a memo what you hope the plan will generate to inform target audience identification and development. The data generated from this plan are what practitioners use to develop an audience profile.
Choose one of the following scenarios:
Problem 1: A grocery store chain would like to market a line of pre-made organic meals to its customers. Develop an analysis plan that could identify a potential primary audience. Also, ensure that the analysis plan reveals the most efficient way to reach these audiences.
Problem 2: A clothing company wants to market grooming products to men 18-49 who are not necessarily in the best physical shape but who care about their appearance. Develop an analysis plan that could identify a potential primary audience. Also ensure that the analysis plan can inform what sports partnerships would be most effective given these target audiences.
Problem 3: You are consulting for a company that is trying to create messaging to improve employee satisfaction regarding the upcoming “return to work” initiative post the pandemic.
If you choose Problems 1 or 2, you will use the Porter/Novelli survey and codebook. This will contain many survey items (e.g., psychographics, self-reported behaviors) along with the code used to identify the survey item in computer analyses. Please sign and submit the confidentiality form – attached – with your assignment.
If you choose Problem 3, you will use the Pew Research Center’s Topline for Work Report. These are the questions (and results) from the American Trends Panel in October 2020.
You will review the questionnaire and craft a plan for data analyses that would generate a set of crosstablulations. These crosstabs should help to solve/provide insight into a particular communication problem. You will submit a business memo that justifies why you selected certain variables and what you hope to learn from the crosstabs.
Business memo format link: https://writingcenter.gmu.edu/writing-resources/different-genres/writing-business-memos
A few important notes:
– You will not be manipulating the data or running any actual data analysis for this assignment. The purpose of this assignment is to say to your client ~ “using the results of the survey we will run the following crosstabulations which will show us x, y & z….”
– These are surveys that have already been given out. The Novelli survey, for instance – is from 2005!
– Develop a business memo that is no more than 4 pages that includes the following:
– A list of the questions/survey items (& variable names) that will serve as the “rows” for the crosstabs.
– A list of the questions/survey items (& variable names) that will define the audience segments that serve as the “columns.” Do not forget to include a “total” population column.
– A written explanation for what survey questions (variables) were included in rows and columns and why you believe they would be important for the analysis. What communication question will that survey variable help you answer?
The document should adhere to the following guidelines:
1. Do not “kitchen sink” the document. Crosstab plans must be succinct and strategic. Do not include more than 5 columns. Do not include more than 25 row variables.
2. Remember that each survey response may be its own variable. For example, if the question asks what TV shows are watched by the respondents, and then lists 27 shows, and you want to include all 27 options as potentially significant variables, that would be 27 rows.
3. For each survey variable include the question wording and its code.
4. Once you have defined and explained your segments (columns) you can name these groups to make your discussion of them easier.
5. Be sure to write concisely.
6. Note -you do not need to include a references page unless you choose to do some outside research for some reason – the Codebook is an internal document, and you can assume that readers will be familiar with it and not need a citation.
7. Your memo should be no more than 4 pages, typed, double spaced (except when excerpting survey info, which may also be including as tables/appendices)
8. The memo should begin with reference to the specific problem communication challenge your client is facing.
Variable Selection (10 points)
Exemplary work and full credit mean variables are selected with a research strategy in mind. Column variables are thoughtful and correctly crafted. Satisfactory work will select variables that provide insight with column variables adequately created from multiple variables, but lacking specificity.
Justification (10 points)
Exemplary work and full credit mean that the justification is clearly well thought out and well organized. The student ties the variables together and paints a clear picture as to what data he/she anticipates. The discussion of column variable selection is strong.
Writing (10 points)
Exemplary work and full credit will mean the memo is organized in an appropriate format with specified length. Writing will be proof-read and edited for clarity, grammar and spelling. Variable details are organized and easy to follow. Intellectual Property Agreement Signed? Y/N (for those using the Novelli Survey.
Crosstabs Justification Memo (30 points)