Today in my undergraduate Marketing Research class my students and I designed a survey to collect their opinions of State Farm’s decision to pull Aaron Rodgers ads. We were able to design the survey in Qualtrics, get students’ responses, and analyze the data during a 75-minute class period. This was made possible through the use of Statscloud which allows for lightning fast analysis on the fly.
The most difficult thing was getting them the data. If I had it to do over again, I would upload the Qualtrics data to Google Sheets, remove rows and columns I don’t want, then send them a share link. That’s sort of what we ended up doing but it took a while to get there.
It was also very difficult to create unbiased questions on the topic but it made for good discussion. I tried my best to be completely neutral during the discussion so that I wouldn’t in any way bias the students’ responses (they’re pretty opinionated though so I doubt I could have swayed them if I wanted to).
- Participants: 22 college students taking Marketing Research class
- 8 students (36%) disagreed
- 7 students (32%) agreed
- 7 students (32%) neutral
- Whether they are a fan of Aaron Rodgers
- Whether they think celebs like Aaron Rodgers can have a large influence on public health
- How conservative or liberal they are
- Whether they are a State Farm customer
A multiple regression analysis was conducted to examine whether the vaccine_opinion, rodgers_fan, influence, Political ideology, or customer variables significantly predicted right_decision. The results of the regression model indicated the predictors explained 61.55% of the variance, and a collective significant effect was found overall; R2 = 0.62, F(5, 16) = 5.12, p = .005. Examination of the individual predictors revealed the vaccine_opinion (β = 0.82, t = 4.42, p = .005) variable was a significant predictor in the model.
Aaron Charlton, PhD, MBA is a marketing professional who currently works in industry for Away Clinic and Metascience & Marketing Lab and lives in Mesa, Arizona, USA. He is formerly an academic and still takes interest in improving the quality of research in the field of marketing.
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