Need knowledge of Marketing and SPSS(need to have access to this) to do this assignment.

Use the data set attached with SPSS tool and answer the following question:

1. The researchers want to know whether there are differences in the ability of the
individual memes to effect attitudinal (Conscious) and behaviour (Influence)
modification change in respondent driving behaviour. 

Please note that only one question is required and needs to include tables etc.
ANOVA and multiple comparisons method to be used.

Speeding is recognized globally as the most common contributing factor to both serious injuries
and fatalities in road crashes. Young drivers are significantly more likely to be involved in road
collisions than other road users, with excessive speed being the major cause of young adult
fatalities. Attempts to address this issue using traditional advertising methods are repeatedly
unsuccessful, as people tune out and become normalized to risk and fear appeals. Social
marketers must think outside the box if they wish to effectively reach this age demographic
with their campaigns to create safer roads for everyone. One technique explored recently in
online anti-speeding campaigns is the use of memes. Memes are important communication
tools as they can influence the behaviours of social groups on a wide scale, while spreading on
a micro basis. Memes reproduce by various means of imitation, and it is extremely simple and
low-cost to create a meme. As a social marketing tool, memes can be extremely impactful when
compared to other means of communication. People intentionally seek out and enjoy memes.
Whereas, most Australians do not take notice of advertisements on social media and
intentionally tune out. Memes are particularly valuable for smaller organizations with limited
resources seeking to make an impression online. Internet memes use humour to convey their
message. Humour can be used as a means for gaining attention, and positively influences recall
towards advertisement and educational claims.
Memes are distributed and shared through social media, and have the potential to go viral
through online word-of-mouth. The ‘millennial’ age bracket, which incorporates 18 – 25 yearolds, are said to be a strong target audience for promotional content that use memes. Given the
resonance of memes with young adults, and the often limited success of traditional 2
communications campaigns used to modify young drivers’ speeding attitudes and behaviours,
there appears value in exploring the effectiveness of this non-traditional media within this
context. The aim of this research then is to analyse the characteristics and interpretations of a
meme that impact young drivers’ attitudinal and behaviour responses to excessive driving
speed. This study seeks to answer two research questions: (1) What characteristics and
perceptions of a meme influence how it is evaluated, and (2) How do memes and other driver
characteristics affect attitudinal and behavioural modification outcomes.
Data was collected from eighty-five undergraduate marketing students currently driving on
Australian roads to understand how young adults evaluate memes, what makes a meme more
likeable and memorable, and investigate whether the memes had an effect on attitudinal and
behavioural driving responses. The researchers selected ten memes sourced from existing
online anti-speeding campaigns posted by Australian state police force social media pages,
which were modified to fit an Australian-wide context. Each student was randomly given two
memes to assess from the pool of ten. The ten memes in the study are provided in the appendix.
The young drivers were asked to evaluate each meme on how easy it was to understand
(Understand), whether they found the image humorous (Humorous), how trendy (Trendy) and
original (Original) the meme is, and whether the features of the meme are suitable for a road
safety campaign (Suitable). They were also asked how likable the image was (Like), and how
easy to learn and remember is the message (Remember). Whether the meme influenced the
respondent to be more conscious of their speed (Conscious) was asked to better understand
attitude modification effects. Whether the image influenced the respondent to be less likely to
speed while driving (Influence) was asked to better understand behaviour modification effects.
Respondents were asked to indicate their agreement on a 7-point Likert-type scale where
1=strongly disagree and 7=strongly agree. Information also was provided on how long
respondents had been driving on Australian roads, and whether they had ever exceeded the
speed limit. The full question wording is provided in the SPSS data file under ‘label’.
The researchers that collected the data have indicated a number of research questions they wish
addressed in the final report. These are given below. They are also very interested in the
implications of the findings for marketing and development of their meme communication
campaign, and these should be included in the final report. The data for this assignment is titled
‘MKTG2305 Group Project Dataset 2019.sav’, and can be found on LMS. Values (as indicated
above) and labels for the variables are provided within the data set.
Requirements_____________________________________________________
You are to address and answer each of the research questions below. Your answer should be
in the format of a written report detailing the main findings of the one research questions,
including technical appendices.