Academic writing 2

Conjoint analysis This assignment must be completed in teams of four by using conjoint analysis as investigative method. You have a brief to test the options for a new or refined product. The objective is to identify and recommend a product or service that will satisfy both the needs of the client and of the end user. The work should be carried out in the context of your target customer group. Determine a set of factors and levels that investigate the trade-offs that are made by the consumer. You may use the design and analysis from the lab. When the design has been completed the survey should be given to at least 20 respondents. The responses should be analysed in order to meet the objectives of the brief. (Vulnerable people, Edinburgh Napier University staff or ENU students must not be surveyed). Your brief will come from one of the following or suggest another to your tutor: University module. Briefs will be distributed on a first-come first-served basis. Give first and second choice topic. Assessment will be by: A 10 minute presentation to your client in which you must explain the context of your research and recommend product combinations that offers an expectation of success of your product or service A project report showing the background research and secondary research relevant to the presentation (750 words). A discussion of the sampling plan and possible controls to ensure an adequate coverage of your target market. Analysis, results and recommendations Up to an additional 10 pages of supporting documentation A one page reflection on what you have learned (1 per person) Marking scheme Presentation (One per group) 10 Project report (One per group) Background Discussion 15 Sampling Plan and Control 10 Analysis, Results and Recommendations 15 Reflective Summary of Conjoint Exercise (One per person) 10 The task you have to do is : background research, secondary research relevant to the presentation (500 words). A discussion of the sampling plan and possible controls to ensure an adequate coverage of your target market. 800 words. Background -topics, aims, purpose of the conjoint analysis= find out the best combination of features of a product or service which satisfy most of the customers. Method:conjoint, 4 factors 2 level, how to reduce full to little. Questionnaires: 163 Background:The aim of the project your GPS want to achieve (purpose of conjoint analysis, find the best combination of a product or service which satisfy most of customers What method you should achieve the aim The factors and levels and explain why u choose them How to reduce the full treatment to a small number by what method Describe how u will analyzed the data (optional Describe what question are in questionnaire Describe sample size 20subjects (8 formal question, 3 personal question for example sex,age...) sampling method The above is the BG information Sampling plan and control 1~validity (whether the question ask for, what we need) 2. Is the question set valid to find what we original find use a pilot study ,small scale of survey, for example focus group, aim to find any weakness in the questionnaire and improve 3. Reliability - whether the data is reliable or not , it will use SPSS to test,using the conbach alpha method The above is the sample size part information Sampling plan and control -validity (whether the questions useful to find what we need) -pilot focus group -reliability (whether the collected data is reliable or not, use SPSS, Cronbach 's Alpha method