One in three people in Australia will need blood or blood products during their
lifetime, yet only approximately 3% give blood annually (Australian Red Cross Blood
Service, 2018). The Red Cross estimates that Australia needs more than 1.3 million
donations annually (25,000 per week) to cope with the current need, and this
estimate will double in the next 10 years (Australian Red Cross Blood Service,
2018). There are currently 606,000 registered donors, according to the Red Cross
Australia, however more donors are needed for the growing demand for blood and
blood products.
Red Cross Australia is interested in the characteristics of the market segment that is
eligible to donate blood. Red Cross also wants to determine what motivates people
to donate blood and what barriers to blood donation exist among the target
population. In addition, identifying the media and communication channels that this
segment considers most important is also of interest as this information will help the
organisation to develop more effective marketing strategies to improve blood
donation rates.
For the purposes of this project, you will consider yourself a market researcher
engaged by Red Cross Australia to provide the organisation with appropriate
information to help with decision making on improvement of donation rates. As such,
this project is a market research simulation exercise, and the following tasks are
outlined below.
Assessment 2: THE RESEARCH REPORT
You are required to produce a written research report (2500 words) containing a
summary of your background literature review (modified from Assessment 1), the
research aim, your research objectives, hypotheses, research method with rationale,
the results of your data analysis and discussion of these results, as well as your
conclusions and recommendations. Tables and graphs and your learning reflection
are not included in the word count.
Please note that each of the relevant sections of your report does not have to be
lengthy to be effective. However, brevity should not be achieved at the cost of
clarity or completeness (Malhotra, 2012).
General layout suggestions for Research Report:
1. Title page
2. Table of contents
3. Executive summary or abstract (not included in word count)
4. Introduction and background to the issue
5. Summary literature review, research objectives and hypotheses
6. Method and rationale
7. Results and discussion
8. Conclusions, implications and recommendations (be sure to also
address any limitations of the research)
Please note that effective justification for all points made, arguments presented, and
any decisions should be evident throughout your research report.
Hint: It would be useful to examine some of the empirically based journal articles you
used in your background research to obtain some ideas for layout and presentation
of your final research paper.
Australian Red Cross Blood Service (2018).
https://www.donateblood.com.au/general-statistics, retrieved 12 June 2018.
Access to SPSS
You can access SPSS for free from the Griffith system: https://www.griffith.edu.au/student-computing/using-your-own-device#turbo
Some guide videos on using SPSS via Griffith system can be found here: https://www.griffith.edu.au/student-computing/using-your-own-device
I will attach the relevant docs and my previous assignment. Here is the feedback I have received from the prev assignment:
Maria Dharmesti at Tue Sep 24, 2024 9:30at Tue Sep 24, 2024 9:30
Hi Ananda,
Thank you for submitting your Assessment 1 report. I appreciate your efforts in exploring the literature related to Red Cross Australia’s request for insights into potential blood donor profiles, motivations, barriers, and communication strategies. Below is some constructive feedback to help guide your progress.
You have done a very good job of identifying relevant literature and defining the research problem. The report is well-organised, and your hypotheses are mostly well-reasoned, although there is still room for refinement. In particular, ensuring that your synthesis of the literature ties directly into your hypotheses would strengthen the overall coherence of your report.
As you move towards Assessment 2, consider reviewing the literature to further refine and clearly articulate your hypotheses. This will not only guide your analysis but also help ensure that the statistical tests you conduct are well aligned with your research aims. Additionally, be sure to use the SPSS dataset to its fullest potential by linking each hypothesis with a corresponding variable in the dataset.
For your upcoming assessment, where you will be testing the hypotheses using the SPSS dataset, please ensure that your hypotheses are well defined, specific, and testable. Focus on identifying the correct statistical tests (e.g., ANOVA, t-tests) that align with your hypotheses. Also, review the secondary data provided and make sure it supports the conclusions you plan to draw from your analysis. If any areas from this assessment were challenging, please don’t hesitate to reach out for further clarification.