Re-Positioning The American Marketing Association

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Presentation transcript:

Re-Positioning The American Marketing Association Jordan Abuathieh, Jasmine Holloway, Mallory Kiefer, Kasey Morgan

Outline The American Marketing Association Brief Overview Research Purpose Research Problems Hypothesis Development Research Design Questionnaires Hypothesis Analyses General Findings Limitations and Recommendations

What is AMA? Marketing organization Several chapters Offers student membership Unique opportunities Events and competitions Internships Educational resources Experience

Creative Professional

Female Male

Research Purpose Hurricane Katrina Participation rates Goal: increase membership Re-branding

Market Research Decision Research Problems Management Decision Implement an advertising campaign? Awareness on campus Market Research Decision What carries students’ interest: Work or Fun? Gender Attitude

Hypothesis Development (Professional AD > Creativity AD) Reasons for joining Value of work experience Hypothesis 2: Females prefer creative ad Males prefer professional ad Traditional gender roles Women in marketing

Research Design Type of Research: Causal Research Research Method: Questionnaire Distribution Method: Classroom setting Scaling Technique: Nominal, Interval, and Ratio

Questionnaire Development 10 questions Demographics Costs, interest, appeal, attitude Sampling Method 80 participants Convenience sampling

Hypothesis 1 Analysis IV: Type of Ad DV: One-Way ANOVA

alpha = 0.05

Hypothesis 2 Analysis

Hypothesis 2 Analysis

Regression Analysis Independent Variables Dependent: Intent to Join

General Findings

General Findings

Limitations 1 Sophomore Non-response error Random sampling

Recommendations Larger sample Classifications Non-business majors Stratified sampling