Chinese Magazine Najms
MBAMKT 671 Marketing Research
North American Journal of Medicine & Science (NAJMS)
May 13, 2010
Table of Contents
Executive Summary
Background Information
The Research Objective
Hypotheses
Research Method
Results
Summary of Findings
Limitation
Further Research
Conclusion
Bibliography
Executive Summary
The research paper is based on the NAJMS (North American Journal of Medicine & Science) magazine. The research is process to understand and analyze the readership about the magazine. We would like to find out the brand image of the product, demand of the product in the market and to find out the current and potential readers of the magazine. The research objective is to find out the future direction of this magazine. Without knowing the profile of its readers, the editorial team writes articles based on their opinion. This research wants to find out who are current readers, who might be potential readers, and what is more important, what topics regarding to health care can interest them.
The research had 212 samples. These samples were asked to fill in a questionnaire which consists of question related to demographic, psychographic and geographic questions. The samples where ask about their interest, the importance of health related issues and about their personal routine. We have made several hypotheses before we run this test and many of them came out to be true and some of the findings rejected the findings. The research data was analyzed with the help of data tabulation tool called SPSS. We have used several different tests to analyze the data and come over to the conclusions. The test which we use for the same are Descriptive Research, Cross Tabulation, One Way Anova, Correlation, Cluster and Multidimensional Scaling. These test helped us to analyze the data from different viewpoints and get on the appropriate results.
The result indicates that the direction of NAJMS regarding to content is good. Among all columns, “Prevention for common disease” has been rated most important. “Sleeping quality” is rated the most important among all healthcare problems. “I really care about my health” is significantly correlated to “I like learning healthcare knowledge”. According to the