MKTG420-1301B-01 Market Segments
Assignment Name: Unit 3 Individual Project
Deliverable Length: 8–10 pages

Building the Research

The survey results that you used in the Unit 2 Individual Project came from Zeithaml, Parasuraman, and Berry’s SERVQUAL instrument. You will need to learn more about the survey and how it was constructed, and develop a research study using the survey.

Part 1: Research the Survey

  • Provide background on each of the 4 scales (assurance, empathy, reliability, and responsiveness) and explain how they are measurements that aid marketers.
  • Discuss how the questions in the survey are transformed into “scales” (also called “factors”).
  • In other studies using SERVQUAL, how many and what types of respondents were included?

Part 1 of the individual project should be 1 page. Be sure to cite your resources.

Part 2: Connecting Service Quality and Segmentation

  • Collect information from at least 3 articles. Do not write an overview or critique of the articles.
  • Synthesize the information to develop a solid understanding of how service quality and segmentation are related.

Part 2 of the Individual Project should be 2 pages and should mostly be from at least 3 articles in AIU’s full-text databases. Be sure to cite your resources.

Part 3: Analyzing the Data

Use the small set of data that has been collected from the brand-loyal customers of stores 1 and 2 that you provided in the Unit 3 IP Template ZIP file. Complete the following:

  • Write out a null hypothesis and an alternate hypothesis for each of the 4 aspects of service quality that are included in the analysis (assurance, empathy, reliability, and responsiveness) to see if there is a difference between stores.
  • Run 4 ANOVAs to test the null hypotheses.
  • State the decision for each of the tests.
  • Compare the results from the last unit’s t-tests.
  • You now have 2 types of hypothesis tests. Analyze how your findings support or do not support what you found in the research. It is fine if your results are different than what you expected.

Part 3 of the Individual Project will vary in length based on the size of the Excel output. Be sure to cite your resources.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages in length.

Click on Student Expectations to view the expectations for this assignment.

Please submit your assignment as a Word document in APA format using the attached TEMPLATE. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.

For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

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