Gen Z Research Assignment Instructions 2

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Cerritos College *

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Feb 20, 2024

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Gen Z Research Assignment Before you start the assignment, you will need to complete these tasks first: 1) Watch all lecture videos for the Concept Topic 2) Read the Sports & Gen Z article For this assignment, we will use the Sports and Gen Z marketing problem introduced in the Research Question lecture. The objective of the assignment is to conduct marketing research to solve the marketing problem and develop a marketing strategy to recommend to the Commissioner of WNBA. Here is the marketing problem: “What can the WNBA league do to increase its Gen Z fans?” ** WNBA – Women’s National Basketball Association ** Gen Z - those born between 1997-2012 (ages 10-26) Specifically, you will: 1) Collect various secondary and primary data and obtain insights from the data 2) Based on the data and insights, identify interesting and relevant independent variables 3) Based on the identified variables, convert the marketing problem into a research question 4) Develop a marketing strategy to recommend to the Commissioner of WNBA To learn how to convert marketing problems into research questions, see The Research Question lecture slides #12-18. Basically, a marketing problem uses “plain language” whereas a research question uses “variables”. It is the researcher’s responsibility to create/identity independent variables. Highlighted in Green  Dependent Variable (determined by client; provided for you) Highlighted in Red  Independent Variables (identified by researcher based on research)

Gen Z Research Let’s imagine that you secured a new job as a marketing researcher. Your first project is working with the WNBA. Your client (Commissioner of WNBA) has asked you to develop a strategy to reach out to Gen Z. To successfully develop the strategy, the first step will be to learn more about Gen Z. Therefore, your boss has asked you to collect data and insights about Gen Z by employing various marketing research methods. Activity #1 – Literature research • Literature research is an example of qualitative research (exploratory) that collects secondary data. • Conduct literature research to collect data and insights related to Gen Z. You can use any library resources or Google. Make sure to cross-check your sources and only use reliable and valid sources. • Based on your research, report two interesting insights you learned about Gen Z. 1) 2) • Provide your data and source. o Highlight the specific part of your literature research that provided the insights. o Provide your source reference; any reference format is acceptable. Data and source sample Lange, C. (2023), The Importance of Diversity and Inclusivity in Marketing to Gen Z . Retrieved August 20, 2023, Retrieved from https://medium.com/@charleslangeconsultant/the- importance-of-diversity-and-inclusivity-in-marketing-to-gen-z-6c8597aa7ab1

Activity #2 – Social media research • Social media research is an example of qualitative research (exploratory) that collects primary data. • Collect (scrape) social media content (e.g., posts, comments) that is generated by Gen Z from any social media platform. You can manually collect (scrape) social media content by copying it from the social media platform and pasting it onto a Word doc/Excel file. You will need to collect at least 10 individual social media content. o To encourage you to learn how to use tech tools, I will offer extra credit if you use a tech tool to collect social media content. The Emerging Data lecture ( video is available) discusses three tech tools (NVivo, IFTTT, Azure). To use these tools, you can look up any tutorial on YouTube or LinkedIn Learning. You can use any of these tools or if you are aware of any other tech tools that help you collect (scrape) social media content, you can use those as well. Social media content sample (sample shows two, you should collect at least ten)

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• Based on your research, report two interesting insights you learned about Gen Z. 1) 2) • For each of the 10 individual social media content, answer the following questions regarding your data collection method: o What is the social media account you obtained data from? Provide the source link. o How do you know this social media account belongs to Gen Z? o Specify the social media content(s) that provided the insights. o If you used a tech tool, explain the data collection process with screenshots. Activity #3 – Observation research • Observation research is an example of qualitative research (exploratory) that collects primary data. • Visit any place where you can physically observe people. This can be your workplace, supermarket, retail store, bar, sports game, etc. Observe how Gen Z and non-Gen Z behave. Alternatively, you can also focus on observing marketing strategies that are used at the place you selected to target Gen Z and non-Gen Z differently. • Based on your research, report two interesting insights you learned about Gen Z vs non-Gen Z (what were some similarities/differences?). Gen Z Non-Gen Z 1) 2) • Answer the following questions regarding your data collection method. o Location, date, time, duration, observation detail (what did you observe?) o How did you determine whether the person you observed was Gen Z vs non-Gen Z? Activity #4 – In-depth interview • In-depth interview is an example of qualitative research (exploratory) that collects primary data. • Find a Gen Z and non-Gen Z person that you can interview. The interview can focus on general attitude or attitude toward sports leagues. You will need to ask at least five questions.

• Based on your research, report two interesting insights you learned about Gen Z vs non-Gen Z (what were some similarities/differences?). Gen Z Non-Gen Z 1) 2) • Answer the following questions regarding your data collection method. o Location, date, time, duration o Detailed description of interviewee (demographic information, method of recruitment, etc.) o List of the five questions asked during the interview Activity #5 – Experiment Design • Experiment is an example of quantitative research (causal) that collects primary data. • Conduct research on how to design an experiment (refer to Research Design lecture slides) and design an experiment that can provide interesting insights about Gen Z. o A simple way to understand experiments is to think of an A/B test where you compare version A and version B of something. To design an experiment, first, you need to specify what your dependent variable (DV) is. Then, specify what your independent variable (IV) is and decide the two versions (or levels/conditions) of the IV you want to compare. The different versions (or levels/conditions) of the IV are referred to as “manipulations”. o For example, if I were the manager of Kraft, I may want to find out which product packaging for soup is more effective in increasing sales. In this case, my dependent variable can be customers’ willingness to pay. I can compare two versions of product packages by showing one group of customers a product package with yellow colored soup and another group of customers a product package with orange colored soup. Then, I will ask all the customers how much they are willing to pay for the soup to see if there is a different between the two groups. o Here’s another example. If I were the manager of Starbucks, I may want to find out how to improve the satisfaction of my customers. In this case, customer satisfaction will be my DV. Then, I will think of an IV that may affect customer satisfaction and compare two versions (or levels/conditions) of this IV. One possible IV may be barista greetings. In one group, I will have the baristas greet customers by their name and in another group, I will have the baristas use generic greetings. Then, I can send a survey to the customers and ask them how satisfied they were during their visit to see if there was a difference between the two groups.

• No data collection is required for this research method. Simply provide a description of your experiment setup. Be specific about your target sample, DV, IV, manipulation, etc. What is a possible insight you might gain from your experiment? Research Question Development • Now let's convert the marketing problem into a research question by converting your insights into variables. • Every research activity (literature research, social media research, observation research, in- depth interview, experiment) should have focused on answering the marketing problem by identifying interesting and relevant independent variables. • Download the Variables PowerPoint slide. Based on the insights you gained from your marketing research, create five independent variables and fill in the circles.

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Hypothesis Development • Develop a hypothesis for each of your independent variables. See Research Design lecture slide #5 to see what a hypothesis looks like. A hypothesis must include the IV, DV, and hypothesized direction of impact. Strategy Development • Based on your research, what is your final recommendation for the Commissioner of WNBA? Provide actionable strategies that the league can implement to solve their marketing problem. Submission • Create and submit a new Word doc to answer the questions. You can copy and paste your data or provide separate files for your data. • Submit the Variables PowerPoint slide with the five variables filled in.

Gen Z Research Assignment Instructions 2

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