QUESTION $1$

This question relates to Phase $1($quantitative study$)$ of the market research project and more

specifically, Research Objective #$1$ about brand awareness, perceptions and experiences.

The client requests that you outline a data analysis plan for their draft survey $($pages $8$ to $10).$

For each of the following hypotheses, please state:

$$ The most correct inferential statistical test

$$ The number of variables involved, and the specific variables involved from the draft survey

$($including the exact question number$($s$)$ corresponding to each variable from the draft

survey$)$

$$ The level of measurement scale each variable is expressed upon

$$ The justification for why the proposed test is correct for the hypothesis

$$ The practical implications of the chosen test for the client$$s marketing$/$branding strategy $($this

should consist of $1-2$ sentences per hypothesis and directly relate to addressing the overall

research objective$)$

A note about formatting for Assessment Question $1$: You can choose to present your

response in text or a table. IF YOU CHOOSE A TABLE, you may use $(1)$ landscape or portrait

formatting and $(2)$ single$-$line spacing to aid readability and a neat format.

i$.$ H$1$: To determine whether overall perceptions of the RACV brand are significantly more

positive than neutral $($on a $7-$point scale$).$

ii$.$ H$2$: Brand perceptions indicating RACV is $$very expensive$$ are significantly greater than

perceptions indicating RACV is $$relevant to younger people$.$

iii. H$3$: Likelihood to recommend the RACV brand to others is significantly associated with the

length of time $($in months$)$ that a person has been an RACV member.

iv$.$ H$4$: Brand familiarity with RACV is significantly different between groups based on which

Singaporean car insurance companies they have used in the past.

v$.$ H$5$: Knowledge of the RACV brand significantly predicts young Singaporeans$$ agreement

that RACV provides members with many valuable benefits.

vi$.$ H$6$: Awareness of RACV$$s flexible payment plans is significantly associated with student

$($versus non$-$student$)$ status.

vii. H$7$: Interest in finding out more about RACV membership significantly differs between young Singaporeans who follow the brand on social media versus those who do not.

viii. H$8$: Awareness of RACV$$s Drive School, importance of using public transportation, and

length of time $($in months$)$ having a driver$$s license significantly predicts the overall appeal of

the RACV membership proposition for young Singaporeans.