1. Re-Positioning The American Marketing Association
Jordan Abuathieh, Jasmine Holloway, Mallory Kiefer, Kasey Morgan

2. Outline The American Marketing Association Brief Overview
Research Purpose
Research Problems
Hypothesis Development
Research Design
Questionnaires
Hypothesis Analyses
General Findings
Limitations and Recommendations

3. What is AMA? Marketing organization Several chapters
Offers student membership
Unique opportunities
Events and competitions
Internships
Educational resources
Experience

4. Creative
Professional

5. Female
Male

6. Research Purpose Hurricane Katrina Participation rates
Goal: increase membership
Re-branding

7. Market Research Decision
Research Problems
Management Decision
Implement an advertising campaign?
Awareness on campus
Market Research Decision
What carries students’ interest: Work or Fun?
Gender
Attitude

8. Hypothesis Development
(Professional AD > Creativity AD)
Reasons for joining
Value of work experience
Hypothesis 2:
Females prefer creative ad
Males prefer professional ad
Traditional gender roles
Women in marketing

9. Research Design Type of Research: Causal Research
Research Method: Questionnaire
Distribution Method: Classroom setting
Scaling Technique: Nominal, Interval, and Ratio

10. Questionnaire Development
10 questions
Demographics
Costs, interest, appeal, attitude
Sampling Method
80 participants
Convenience sampling

11. Hypothesis 1 Analysis
IV: Type of Ad
DV:
One-Way ANOVA

12. alpha = 0.05

13. Hypothesis 2 Analysis

14. Hypothesis 2 Analysis

15. Regression Analysis
Independent Variables
Dependent: Intent to Join

17. General Findings

18. General Findings

19. Limitations
1 Sophomore
Non-response error
Random sampling

20. Recommendations Larger sample Classifications Non-business majors
Stratified sampling