The Task: Conduct research into an industry, product, or brand of choice and present relevant findings in a team.
The Process: Our topic of choice was analyzing why consumers choose movie theaters over streaming services and vice versa. We decided the topic was relevant in the realm of consumer behavior, product consumption, and the growing replacement of established with emerging businesses. Using journal articles, I researched independent and dependent variables and modified them to fit our study. I then used these items to format the questions in our survey, alongside a carefully written introduction and demographics section. I utilized Qualtrics to form our survey, integrating techniques used in class such as Likert scales and “Force Response” options. After collecting raw data from our participants (n=70), I used SPSS to translate data into strong insights with line graphs and charts. I ensured sample characteristics, measures and reliability, and T-Test tables were computed and explained accurately. Lastly, I used the data to form strategic actions for these industries. Overall, I served as an asset to my team by guiding those when confused, keeping us on track, and making sure everyone’s ideas were heard.
The Result: Our research was presented using Canva and received the highest grade in the class.
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