MGT 6465: Marketing Analytics

This project utilized data from a study conducted by the Pew Research Center titled "Pew Research Center: American Trends Panel Wave 88" in April 2021. This web-based survey collected responses from 4623 adults residing in the United States, with a margin of error of 2.2% at 95% confidence. From the study's 50 questions, 10 were selected for data collection.

Using SPSS, various analyses were performed, including crosstab, chi-square tests, correlations, frequency, and descriptive analysis. These analyses aimed to explore the extent of the pandemic's impact on relationships and technology usage. Insights gleaned from the data were then used to develop marketing strategies and tactics for two companies, Apple and Zoom, as well as for two groups within the workforce: recruiters and human resource departments.

Key Tests Conducted:

1. Crosstabs Analysis

2. Chi-Square Tests

3. Correlations

4. Frequency and Descriptive Analysis

By leveraging the findings from these analyses, this project sought to provide actionable recommendations for businesses and hiring departments to navigate the evolving landscape shaped by the Covid-19 pandemic.