Cover Page with your name and your dimension name (reliability)

Table of Contents with page numbers for Part II

Reporting of Results (-2% if not included)

Hypothesis Testing (Chapter 12 – 3%)

Overall Satisfaction (Chapter 12 – 3%)

Dimension Satisfaction Descriptive Results (Chapter 12 – 28%)

Establishing Improvement Priorities (Chapter 14 – 23%)

Segmentation (Chapter 13 – 33%)

Implications (Class discussion 10%)

Extra Credit Analysis (Maximum 5% points for higher order analysis)

Appendix (References)

Use single spacing, the past tense and first person (we) to write your report. Page numbers are provided as guidelines as to scope. I do not grade on number of pages. Grading is based on your ability to meet the project outline requirements.

You MUST use the Headings (Bolded Caps) and Subheadings (Lowercase Caps. Points will be deducted for failure to use proper headings.

Note: Examples used in Outline are just examples.

Detailed Project Outline Part II Individual Paper Fall 2016

Part II Cover Page with Your Name and Your Dimension Name

TABLE OF CONTENTS (with page numbers)

RESULTS REPORTING
1. An introduction to reporting results including your dimension name, the SERVQUAL dimension definition, and the three attributes within you dimension (-2% if not included).

HYPOTHESIS TESTING (3/4 – 1 page, 3%)
We will be testing a number of hypotheses in the sections below. Rather than having to repeat the concept in each section, it is often simpler to provide a summary of your testing criteria and approach in one place. This section should include
1. What do we mean by statistical hypothesis testing?
2. Discuss the concept of the null and alternative hypotheses
3. Identify/define the critical alpha value used as a judgment criteria for decision-making
4. Discuss how the critical alpha value is used in interpreting the test results.

OVERALL SATISFACTION (½ page without tables/graphs, 3%)
Since this section of the report will describe the results of the components that influence overall satisfaction (dimensions and satisfaction attributes of dimension), it makes sense to present the results of the overall satisfaction question first. This section should include the following:
1. An introduction including why the overall satisfaction question was asked before the satisfaction attribute questions
2. Explain the scale being used – the rule (note in your discussion that it will be the same for all satisfaction questions to avoid repeating)
3. Include the percentage distribution graph (example below) & explain 68% of the distribution using conceptualizations
4. Report the mean

DIMENSION DESCRIPTIVE RESULTS: (1 – 2 pages -without tables/graphs, 28%)
Since each dimension is made up of several attributes, it makes sense to provide a measure of overall satisfaction with your dimension. This will be a calculated value. This section should include:
1. Explain of how the overall dimension satisfaction was calculated
2. Include a percentage distribution graph for overall dimension satisfaction (example below)
3. Discuss 68% of the distribution using conceptualizations. The calculated value will generate results with decimal points. You will need to think about how to present the data.
4. Report the mean

Population Parameter Estimate on Overall Dimension
1. What is a population parameter
2. Why population parameter estimation uses confidence intervals
3. Explain the results using the confidence interval and confidence level

Satisfaction Attributes Descriptive Results
Next, you will want to report the results of the three satisfaction attributes (questions) included within your dimension in rank order with the highest mean rating first. For each attribute,:
1. Write a sentence or two discussing the importance of the question. Use the customer information if available, otherwise the business. You must use & cite your external sources (Week #7 Assignment).
2. Include a percentage distribution graph for each attribue (example below).
3. Explain 68% of the distribution using conceptualizations and report the mean.

Paired t-test – Attribute Influence on Your Dimension (Extra Credit 5%)
1. Run a paired t-test between your dimension and the three satisfaction attributes of your dimension.
2. Discuss the purpose of the test (null hypothesis)
3. Report the results of the test.
4. Discuss the meaning of the paired t-test (value/importance to client)

ESTABLISHING IMPROVEMENT PRIORITIES (1-2 pages without tables/graph, 23%)
Discuss the performance improvement planner (PIP) for your dimension. This section of the report requires you to:
1. Introduce the setting priorities section including a discussion of why it is important to set priorities, what is being mapped, what the correlation coefficient represents in your analysis, and the role the median values as midpoints has in your analysis.
2. Discuss the purpose of the correlation test (null hypothesis) & discuss the results of the tests
3. Identify the position of the data in parentheses (what is first, second and third) that is used on the graph (see #1 graph requirements).
4. Identify the quadrant name in which each attribute’s falls and discuss each attributes position on the graph (satisfaction and importance)
5. Identify the most important priority for your dimension and Why the client should address it first.

The graph should include:
1. Include the mean, correlation coefficient & calculated significance levels (P-values) on the graph in parentheses (Mean, Correlation coefficient & significance level). This identifies the plotting criteria and significance level.
2. Identify relationships that are “significant” and “not significant” (circle or star)
3. Classify the strength of the relationships for each attribute below the graph

SEGMENTATION (Individual 2 – 3 pages without tables/graphs, 33%)
The purpose of this section is to determine if different expectation segments of the population require special treatment. We will use the measures developed in the expectation section of your questionnaire as the basis for our segmentation. You should begin by briefly discussing the SERVQUAL theory of segmentation.

Independent t-test Theory
1. Introduce the Independent t-test and identify the two tests required
2. Discuss the purpose of Levene’s test (purpose – null hypothesis) & why you must run this test before you run the t-test of equality of means

Independent t-test Results
1. Identify the expectation segmentation variable being used, discuss why you believe satisfaction in general will differ by this variable (this will come from SERVQUAL theory), and report the percentage distribution for this variable.
2. Run the independent t-test for the satisfaction attribute in your dimension that you identified as the most important priority (PIP section) and discuss the purpose of the t-test for equality of means (null hypothesis).
3. Report & interpret the results of the t-test for equality of means, including the significance levels used for both Levene’s test and the t-test for equality of means.
4. Explain the value or importance of your results (t-test) to the client
5. Include the SPSS output below (Group statistics and Independent samples t-test)

Analysis of Variance (ANOVA)
1. Identify the segmentation variable being used, discuss why you believe satisfaction in general will differ by this variable (will come from SERVQUAL theory), and report the percentage distribution for this variable.
2. Run one ANOVA using satisfaction attribute in your dimension that you identified as the most important priority (PIP section) as the dependent variable and discuss the purpose of the ANOVA (null hypothesis).
3. Report and interpret the results of the ANOVA
4. Explain the value or importance of your results to the client.
5. Include the SPSS output below (Overall satisfaction and Post Hoc Test if required)

IMPLICATIONS (10%)
This section of the report is included so that each student can demonstrate his or her ability to identify and explain the key findings within their section that are important in solving the marketing problem. It should focus on their key priority from the PIP and should not include recommendations for improvement.
• Considering all of the information gathered (client interview, secondary research, etc.), what have you learned that either supports or does not support your findings.
• What expectation management or service process might influence or improve it (Just identify and do not make recommendations)
• Conduct additional secondary research to identify information that supports or does not support your findings.

Extra Credit Analysis: Any higher-order analysis beyond the requirements and placed in the report where it most logically fits (Max. 5%)