This assignment is based on the American Fitness Center (AFC) Case (Attachment 1).
American Fitness Center Case Deliverable:
Prepare a memo to Ms. Newton summarizing your analysis and provide any recommendations. See memo template attached (attachment 2).
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 (all available SPSS outputs are in attachment 3).
In preparing your memo, consider the following questions:
1.What are the marketing research objectives for this study?
2.How does the sampling method impact the results?
3.What conclusions and recommendations can you draw from the data?
4.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.
Grading Criteria:
Content: Did you address Ms. Newton’s problem definition for this project? Are the selected SPSS output interpreted correctly? Does your analysis support your recommendations? Do your recommendations make sense in this context?
Style: Is the SPSS output interpreted correctly? Are your recommendations clearly stated? Incorrect grammar, misspellings and typos will be penalized.
Terminology: You have correctly applied the research concepts and terminology presented in class to this case.
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