This assignment is based on the American Fitness Center (AFC) Case. The members of your group will need to agree on “purchased” SPSS materials for this activity. Be sure to collaborate with your group so that you can successfully complete this assignment.
The American Fitness Center Case is a group assignment that completes the major course project. Your group will turn in a written memo and individually participate in an online Case discussion. A key component of this assignment is to interpret SPSS output for insights related to the American Fitness Center Case. Twelve SPSS output printouts are available – from frequencies to multiple regression analysis. The group will decide which SPSS output they would like to purchase and analyze to provide Ms. Newton with insights from the American Fitness Center survey. Each group will have $20,000 to spend on purchasing SPSS output (see the purchase order for details). We recommend that your group complete the purchase order and email it to your professor by Day 4 in order to have enough time to thoroughly complete the assignment.
As a reminder, the output listed on the purchase order is representative of the output that we receive with student projects. That means that sometimes students will run the output incorrectly. If your group does select output with an issue, you may trade one output for another. You must request the swap by the end of day Friday of Week 5.
American Fitness Center Case Deliverable:
Prepare a memo to Ms. Newton summarizing your analysis and provide any recommendations. See memo template below.
The memo should present:
- the purpose of the study
- a description of the sample, sampling method and the sample size
- the key findings, recommendations
- relevant limitations
The memo should not exceed three pages excluding exhibits. Refer to the SPSS output that is reported in the memo. For example, in the memo, if you state that there are significant differences between men and women AFC members’ reasons for working out at AFC, you should refer to the SPSS Exhibit that supports that statement.
In preparing your memo, consider the following questions:
- What are the marketing research objectives for this study?
- How does the sampling method impact the results?
- What conclusions and recommendations can you draw from the data?
- What other decisions [if any] should Ms. Newton make?
Hints:
- The key findings reported in your memo should be supported by SPSS output or case information.
- Your recommendations should be supported by the key findings. Recommendations should not go beyond the data or information presented in the case.
- This is a group case assignment. Groups should not discuss the memo with others.
- Read your memo out loud. This will help you in making your memo as clear as possible.
Memo Template:
To: Ms. Kate Newton, CEO, American Fitness Center
From: Student Name(s)
Date: Case Due Date
Re: American Fitness Center’s Member Survey Results and Recommendations
The opening paragraph should briefly outline the purpose of the study and a description of the sample, sampling method and the sample size. A transition sentence should be used to introduce the next paragraph (the study findings).
The next paragraphs should describe the key findings of the study. The findings should be driven by the study’s purpose. The results presented should be backed up by your group’s selects SPSS printouts. The researcher should refer Ms. Newton to the SPSS output to support statements made. In addition to the data analysis, in these paragraphs, the researcher can identify relevant case information that supports any other decisions that he/she feels that Ms. Newton should address. A transition sentence should be used to lead to the next paragraph (recommendations).
The closing paragraph should provide recommendations based on the research findings and case information plus list the relevant limitations of the study. As a reminder, recommendations should not go beyond the focus of the data or case information. That is, there should be no new information or recommendations provided that are not covered by the case.
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