Module 1 – SLP
DETERMINE THE RESEARCH PURPOSE
Over the session you will conduct a marketing research study.
In each module you will complete a section of the marketing analysis, building on the sections previously completed in prior modules. Excluding your title page each of the parts of your SLP will be approximately 3-4 pages. Thus the entire analysis when completed will be about 15-20 pages long.
Start with SLP 5. SLP 5 is an overview of the paper you will write this session. In effect, as the culmination of the SLP, SLP 5 summarizes the marketing research you will conduct this session.
SLP Questions/Tasks
State the purpose of your research.
For example: I am going to examine the relative importance of the attributes used in choosing a Cola.
Cola:
Brand: Coca Cola or Sam’s Cola
Price if can: $0.25 pr $0.50
Price if 12-pack $2.00 or $4.00
Temperature: cold or room
I chose these factors and levels for each factor based on Byron (2008). The full reference for Byron (2008) is in Optional Resources.
I am also going to examine if amount purchased affects the relative importance of the attributes used in choosing a Cola. The amount purchased will either be a can or a 12-pack.
I will also examine if being thirsty affects the relative importance of the attributes used in choosing a Cola.
Explain what you mean by attributes and relative importance of attributes.
Rephrase the purpose of your research as research questions.
For example:
Do the attributes used to evaluate Colas vary in relative importance?
Do the attributes used to evaluate Colas vary between respondents?
Does amount purchased affect the relative importance of the attributes used in choosing a Cola?
Does being thirsty affect the relative importance of the attributes used in choosing a Cola?
Rephrase your research questions as hypotheses (http://en.wikipedia.org/wiki/Hypothesis).
For example:
The attributes used to evaluate Colas vary in relative importance.
The attributes used to evaluate Colas vary between respondents.
The amount purchased affects the relative importance of the attributes used in choosing a Cola?
Being thirsty affects the relative importance of the attributes used in choosing a Cola?
Click here for some hints on rephrasing your research questions as hypotheses. (http://en.wikipedia.org/wiki/Hypothesis_formation)
Submit your 2-3 page paper by the module deadline.
SLP Assignment Expectations
In preparing your SLP 1, demonstrate your learning of the concepts and frameworks for analysis outlined in the modular learning outcomes. In particular, are expected to:
Identify and explain the purposes of your marketing research.
For Module 1, you will describe the purpose of your research.
In terms of that purpose, as is shown in the above ‘e.g.,’ I have stated that I will am interested in learning the relative importance people place on attributes used to choose a product that I specified (e.g. Cola).
You are to conduct research that parallels my research. Thus, you adopt the research project that I will describe in the SLPs as your research project or create a parallel project in which you will learn the weights people place on attributes used to choose a product (those attributes and/or product being different from the product I specified as the one in which I am interested).
In terms of the describing the purpose of your research, you need to choose a product and specify what you mean by product attributes and the relative importance of those attributes. To help you define how attributes are weighted in terms of their relative importance, examine Fishbein.doc which not only describes the Fishbein model and provides references to exercises similar to the one in which you will be engaged this session.
Review the product and its attributes described in the SLPs and choose one in which you are interested and where you can support your choice of determinant attributes (that is, attributes that determine choice) by citing articles that support using those attributes. If you follow that route, make sure that you use no more than 4 dichotomous attributes. If you used 4 attributes with 2 levels per attribute, you will have 2 x 2 x 2 x 2 or 16 products. With ((n)*(n-1))/2 or 16/2*15 or 8*15 or 120 paired comparisons, you will stretch the patience of your respondents.
For example:
Colas:
Type of sweetener (sugar or sugar substitute),
Level of sweetness (sweet or not sweet), and
Level of carbonation (carbonated or not carbonated).
Smart Cell Phones:
Brand: Motorola or LG,
Network: VERIZON or AT&T
Keyboard: touch screen or keys,
Keyboard: QWERTY or 12 key,
Webpage access: yes or no, and
Email access: yes or no
Netbooks:
Brand: Dell or Acer,
8” screen or 10 “ screen
Battery life: long or short
Keyboard use: easy or hard
Track pad: small or large
Memory: hard disk or flash memory
Price: $300 or $500
I chose these factors and levels for each factor based on Chang (2008), Boehret (2008), Mossberg (2008), and Silver (2008), full references are in Optional Resources. References to the factors used to evaluate other products are also included in Optional Resources.
Note that this assignment does NOT require you to prepare a detailed essay. Instead use section headings for each of the topics you address in your paper followed by a discussion of that topic.
Module 2 – SLP
PLAN THE RESEARCH
SLP 2 is the next phase of your marketing research project.
Questions/Tasks
Present the Questionnaire you will administer. Include as part of your questionnaire a cover page explaining that participation is completely voluntary (see IRB guidelines)
Explain who will answer the questions in your questionnaire.
Explain where they will answer your questions.
Explain how they will answer your questions.
Explain when they will answer your questions.
Present a Codebook in which you show how the answers to the questions in your questionnaire will be coded.
Submit your 2-3 page paper by the module deadline.
SLP Assignment Expectations
In preparing your SLP2; you need to demonstrate your learning of the concepts and frameworks for analysis outlined in the modular learning objectives. In particular, are expected to:
Prepare a Questionnaire
Prepare a Codebook.
For Module 2, your cover sheet should provide a spot where the respondent can sign the cover sheet attesting to the following:
The respondent understands that
- participating in the survey is completely voluntary,
- partially completing the survey will not result in any adverse outcomes for the respondent, and
- remuneration, if given, will be made in the form stated.
I will offer my respondents a dollar if they complete my questionnaire.
My questionnaire will be paper and pencil. I will stand outside of Wal-mart and give the respondents, in person, the questions typed on paper and I give them a pencil to circle their choices.
There are four versions of my questionnaire:
- Thirsty and Purchasing One CAN
- Thirsty and Purchasing a 12 pack of CANs
- Not Thirsty and Purchasing One CAN
- Not Thirsty and Purchasing a 12 pack of CANs
Thirsty and Purchasing one can
Instructions:
Imagine that you can choose among 8 products. The products vary as follows:
Brand: Coca Cola or Sam’s Cola (if you prefer drinking a diet product, you are to assume that you are comparing Diet Coca Cola and Diet Sam’s Cola)
Price: $0.25 or $0.50
Temperature: room or cold
Assume that you are THIRSTY. For each of the product pairs, circle the product you would choose.
Not Thirsty and Purchasing one can
Instructions:
Imagine that you can choose among 8 products. The products vary as follows:
Brand: Coca Cola or Sam’s Cola (if you prefer drinking a diet product, you are to assume that you are comparing Diet Coca Cola and Diet Sam’s Cola)
Price: $0.25 or $0.50
Temperature: room or cold
Assume that you are NOT THIRSTY. For each of the product pairs, circle the product you would choose.
Thirsty and Purchasing a 12 pack of cans
Instructions:
Imagine that you can choose among 8 products. The products vary as follows:
Brand: Coca Cola or Sam’s Cola (if you prefer drinking a diet product, you are to assume that you are comparing Diet Coca Cola and Diet Sam’s Cola)
Price: $2.00 or $4.00
Temperature: room or cold
Assume that you are THIRSTY. For each of the product pairs, circle the product you would choose.
NOT Thirsty and Purchasing a 12 pack of cans
Instructions:
Imagine that you can choose among 8 products. The products vary as follows:
Brand: Coca Cola or Sam’s Cola (if you prefer drinking a diet product, you are to assume that you are comparing Diet Coca Cola and Diet Sam’s Cola)
Price: $2.00 or $4.00
Temperature: room or cold
Assume that you are NOT THIRSTY. For each of the product pairs, circle the product you would choose.
Questionnaire construction
I constructed my two questionnaires by listing all of the possible attribute combinations.
|
Coca Cola |
$0.25 |
cold |
|
Coca Cola |
$0.25 |
warm |
|
Coca Cola |
$0.50 |
cold |
|
Coca Cola |
$0.50 |
warm |
|
Sam’s Cola |
$0.25 |
cold |
|
Sam’s Cola |
$0.25 |
warm |
|
Sam’s Cola |
$0.50 |
cold |
|
Sam’s Cola |
$0.50 |
warm |
And
|
Coca Cola |
$2.00 |
cold |
|
Coca Cola |
$2.00 |
warm |
|
Coca Cola |
$4.00 |
cold |
|
Coca Cola |
$4.00 |
warm |
|
Sam’s Cola |
$2.00 |
cold |
|
Sam’s Cola |
$2.00 |
warm |
|
Sam’s Cola |
$4.00 |
cold |
|
Sam’s Cola |
$4.00 |
warm |
Using the number of stimuli (8), I calculated the total number of pairs I needed as:
(n x (n-1)) / 2
(8 x (8-1) / 2
(8 x 7) /2
4 x 7
28 pairs
I then created a matrix in which I compared every alternative to all of the other alternatives, once.
As is shown in Matrix, I tried to make sure that for the product pairs, each product appeared on the left or the right close to an equal number of times.
In listing the pairs, I tried to make the pairs as random as possible. Thus, I used a random number generator to select the 23 row-column pairs, without replacement.
Click on Pairs to view the resultant paired comparisons.
Since I understand that questionnaires should be short; for my cola study, I know the questionnaire should not be longer than what can be placed on a postcard. Since, I am strong believer in measuring behavior and inferring motives from behavior, if I set the stage for the choices with a short paragraph; keeping to the size of a postcard, I understand that I can only ask one preference question per respondent. With 28 pairs and wanting repetition of at least 30 time, I would need to find 840 respondents if I limited the questionnaire to one paired comparison per questionnaire. And I would need 2 x 840 or 1680 respondents for my two questionnaires.
Given the need to expedite the process, I understand that I am violating the condition of independence when I expand my questionnaire to more that one paired comparison for each respondent. By virtue of answering more than one question (choosing among multiple paired comparisons), the answers to the questions, by definition, are interrelated.
I also understand that I can cut down on the interrelationship between the choices by randomizing the order of the paired comparisons. Such randomization would be easy to accomplish if I used the computer to flash on the screen one pair at a time. I could create a bunch of versions of my paper and pencil questionnaire, but since the SLP is meant to demonstrate research processes rather than result in publishable results, I’ll make do with the interaction between responses to the items.
Since there are 3 factors and 2 levels for each factor, I realized that my design is 2 x 2 x 2 or 23. This full factorial can be expressed as:
|
Brand |
Price |
Temp |
|||
|
Coca Cola |
$0.25 |
cold |
1 |
1 |
1 |
|
Coca Cola |
$0.25 |
warm |
1 |
1 |
2 |
|
Coca Cola |
$0.50 |
cold |
1 |
2 |
1 |
|
Coca Cola |
$0.50 |
warm |
1 |
2 |
2 |
|
Sam’s Cola |
$0.25 |
cold |
2 |
1 |
1 |
|
Sam’s Cola |
$0.25 |
warm |
2 |
1 |
2 |
|
Sam’s Cola |
$0.50 |
cold |
2 |
2 |
1 |
|
Sam’s Cola |
$0.50 |
warm |
2 |
2 |
2 |
Where
Brand: 1 – Coca Cola
2 – Sam’s Cola
Price: 1 – $0.25
2 – $0.50
Temp: 1 – Cold
2 – Warm
Or
|
Brand |
Price |
Temp |
|||
|
Coca Cola |
$0.25 |
cold |
1 |
1 |
1 |
|
Coca Cola |
$0.25 |
warm |
1 |
1 |
0 |
|
Coca Cola |
$0.50 |
cold |
1 |
0 |
1 |
|
Coca Cola |
$0.50 |
warm |
1 |
0 |
0 |
|
Sam’s Cola |
$0.25 |
cold |
0 |
1 |
1 |
|
Sam’s Cola |
$0.25 |
warm |
0 |
1 |
0 |
|
Sam’s Cola |
$0.50 |
cold |
0 |
0 |
1 |
|
Sam’s Cola |
$0.50 |
warm |
0 |
0 |
0 |
Where:
Brand: 1 – Coca Cola
0 – Sam’s Cola
Price: 1 – $0.25
0 – $0.50
Temp: 1 – Cold
0 – Warm
Or
|
Brand |
Price |
Temp |
|||
|
Coca Cola |
$0.25 |
cold |
1 |
1 |
1 |
|
Coca Cola |
$0.25 |
warm |
1 |
1 |
-1 |
|
Coca Cola |
$0.50 |
cold |
1 |
-1 |
1 |
|
Coca Cola |
$0.50 |
warm |
1 |
-1 |
-1 |
|
Sam’s Cola |
$0.25 |
cold |
-1 |
1 |
1 |
|
Sam’s Cola |
$0.25 |
warm |
-1 |
1 |
-1 |
|
Sam’s Cola |
$0.50 |
cold |
-1 |
-1 |
1 |
|
Sam’s Cola |
$0.50 |
warm |
-1 |
-1 |
-1 |
Where:
Brand: 1 – Coca Cola
-1 – Sam’s Cola
Price: 1 – $0.25
-1 – $0.50
Temp: 1 – Cold
-1 – Warm
Rather than give my respondents 28 paired comparisons, I decided to either reduce the number of comparisons by using a fractional factorial design in which the 8 stimuli would be systematically reduced by half resulting in 4 x 3 / 2 = 6 paired comparisons or by changing the format in which the stimuli are presented.
The following reference shows the fractional factorial I would have used if I wanted to halve the number of stimuli and reduce the paired comparisons to 6.
I decided that these four questionnaires are the best way of obtaining the information I need when I trade off (1) a complete factorial design in which I force paired comparisons (by showing the stimuli in pairs) with (2) having my respondents look at the products as a set telling me how likely they would choose each product.
Click on Codebook to view how I will code my data (variables) and the order in which I will enter my data (variables) into my database.
Respondents
I figure that I need about 60 completed questionnaires: 30 for the $2,00/$4.00 version of my questionnaire (15 receiving the version in which they are told to act as if they are thirsty and 15 receiving the version in which they are told to act as if they are NOT thirsty) and 30 for the $0.25/$0.50 version or my questionnaire (15 receiving the version in which they are told to act as if they are thirsty and 15 receiving the version in which they are told to act as if they are NOT thirsty).
Note that this assignment does NOT require you to prepare a detailed essay. Instead use section headings for each of the topics you address in your paper followed by a discussion of that topic.
SLP Resource
This classic discussion of experimental design, first published in 1935, remains the ultimate authority on the subject.
Fisher, Sir Ronald A, (1971). The Design of Experiments, 7th ed., New York, NY: Hafner.
Available March 7, 2013 at
http://www.phil.vt.edu/dmayo/PhilStatistics/b%20Fisher%20design%20of%20experiments.pdf
Module 3 – SLP
PERFORM THE RESEARCH
Questions/Tasks
- Determine if your questionnaire requires approval by Trident’s Institutional Review Board.
(The IRB process is described at edu/institutional-review-board“>http://www.trident.edu/institutional-review-board. When conducting a survey it is important to include an informed consent which includes the items identified on our IRB website.
If your survey meets the two criteria below, your survey may be exempt from IRB review:
- The research does not involve children, pregnant women, prisoners, the disabled, or any protected class as identified by federal regulations and
- The survey does not include personal identifiers (such as name, social security number, health records number, etc.).
If it does not meet the above criteria, your survey needs to be submitted to the IRB for further review with a note that the questionnaire has been created to fulfill a requirement in MKT403 coupled with information on:
Who will respond to your questionnaire?
When will they respond to your questionnaire?
Where will they respond to your questionnaire?
What incentive (if any) will you use to entice respondents?
Upload the approved questionnaire and procedure with IRB approval as SLP3.
- Administer your questionnaire.
Submit your questionnaire and answers to the questions above (no results at this time) by the module deadline.
SLP Assignment Expectations
In preparing SLP 3, demonstrate your learning of the concepts and frameworks for analysis outlined in the modular learning outcomes. In particular, should be able to:
- Describe the basic ethical principles that govern behavioral research, and some of the ethical dilemmas that researchers are often confronted with.
- Explain the basic Federal human subjects protection rules and how they are implemented.
- Explain the role of the Institutional Review Board in approving and overseeing research
In other words, for SLP 3, following IRB approval, you are to collect your data.
Note that this assignment does NOT require you to prepare a detailed essay. Instead use section headings for each of the topics you address in your paper followed by a discussion of that topic.
SLP Resources
The following references are the definitive word (as of now) regarding “human subjects” and IRB (Institutional Review Board) procedures at TRIDENT UNIVERSITY INTERNATIONAL:
Using ‘IRB” as the keyword, search in the PhD Handbook for TRIDENT UNIVERSITY INTERNATIONAL’s IRB Policy available at http://www.trident.edu
IRB Guidelines and Procedures available at http://www.trident.edu
IRB Application Form available at http://www.trident.edu
Sample IRB Consent Form for Non-Medical Research available at http://www.trident.edu
Module 4 – SLP
PROCESS THE RESEARCH DATA
Questions/Tasks
Prepare a report on your research. Divide your report into the following sections:
Abstract
Research Purpose
Research Questions
Hypotheses
Methodology
Limitations
Results
Conclusions including Managerial Implications
Summary
References
Submit your 2-3 page paper by the module deadline.
SLP Assignment Expectations
In preparing your SLP 4, demonstrate your learning of the concepts and frameworks for analysis outlined in the modular learning outcomes. In particular, should be able to:
Present Research
Abstract
Research Purpose
I examined the relative importance of the attributes used in choosing a Cola. An attribute is … The Cola attributes in which I was interested are:
Brand: Coca Cola or Sam’s Cola
Price if can: $0.25 0r $0.50
Price if 12-pack $2.00 or $4.00
Temperature: cold or room
I chose these factors and levels for each factor based on Byron (2008).
I speculated that the purchase situation affects the relative importance of these attributes.
In terms of the situation, I examined if the amount purchased affected the relative importance of the attributes used in choosing a Cola. The amount purchased was either a can or a 12-pack.
I also examined if being thirsty affected the relative importance of the attributes used in choosing a Cola.
Research Questions
What is the relative importance of brand, price, and temperature in choosing a cola?
Does the relative importance of brand, price, and temperature in choosing a cola vary based on the purchase situation?
Hypotheses
I hypothesized that
Price will be more important than Brand Name in choosing a cola.
Temperature of the cola will be more important when the respondent is thirsty and a single can is being purchased.
Methodology
Questionnaires were administered to respondents outside of a Walmart in Land O Lakes, Minnesota. To entice participation, I set up a bridge table outside the entrance to Walmart, tied poles to two of the bridge table legs and strung a clothesline between the poles. Using clothespins, I hung dollar bills on the clothesline.
For a completed questionnaire, I gave the respondent a dollar.
My questionnaire asked the respondent to choose one of 8 colas that the respondent would most likely chose and the one that the respondent would be least likely chose. The 8 stimuli (colas) were all of the combinations of the following attributes:
Cola:
Brand: Coca Cola or Sam’s Cola
Price if can: $0.25 pr $0.50
Price if 12-pack $2.00 or $4.00
Temperature: cold or room
Following their most likely and least likely choices, the respondents then crossed out those two choices and (assuming that the cross outs represented the store’s being out of stock of those products, indicated the colas that they would most likely and least likely choose.
Additional data such as … was also collected from the respondents.
Limitations
Since the sample was one of convenience, the results of the study can’t extrapolated to a larger population.
Results
Data Description
I used multiple regression through the origin to determine the relative importance of the attributes to the respondents. In that regression my dependent variable was the likelihood of each product’s being chosen and the independent variables were the levels of each of the attributers.
Tests of Relationship
A multiple regression was used to test for differences in the relative importance of the attributes based on whether the respondent was or was not thirsty and whether or not the respondent was buying a can or a 12-pack.
>Place tables showing multiple regressions here<
>Describe the contents of the multiple regression tables<.
Tests of Difference
A multiple factor ANOVA was used to test for differences in the relative importance of the attributes based on whether the respondent was or was not thirsty and whether or not the respondent was buying a can or a 12-pack.
>Place tables showing tests of difference here<
>Describe the contents of the test of difference tables<.
Conclusions including Managerial Implications
Summary
References
Note that this assignment does NOT require you to prepare a detailed essay. Instead use section headings for each of the topics you address in your paper followed by a discussion of that topic.
Module 5 – SLP
PREPARE AND PRESENT THE RESEARCH FINDINGS
Report Preparation and Presentation
Questions/Tasks
Prepare a report on your research. Divide your report into the following sections:
Abstract
Research Purpose
Research Questions
Hypotheses
Methodology
Limitations
Results
Conclusions including Managerial Implications
Summary
References
Submit your 2-3 page paper by the module deadline.
SLP Assignment Expectations
In preparing SLP 5, demonstrate your learning of the concepts and frameworks for analysis outlined in the modular learning outcomes. In particular, you should be able to Present Research Results.
Abstract
Research Purpose
I examined the relative importance of the attributes used in choosing a Cola. An attribute is … The Cola attributes in which I was interested are:
Brand: Coca Cola or Sam’s Cola
Price if can: $0.25 0r $0.50
Price if 12-pack $2.00 or $4.00
Temperature: cold or room
I chose these factors and levels for each factor based on Byron (2008).
I speculated that the purchase situation affects the relative importance of these attributes.
In terms of the situation, I examined if the amount purchased affected the relative importance of the attributes used in choosing a Cola. The amount purchased was either a can or a 12-pack.
I also examined if being thirsty affected the relative importance of the attributes used in choosing a Cola.
Research Questions
What is the relative importance of brand, price, and temperature in choosing a cola?
Does the relative importance of brand, price, and temperature in choosing a cola vary based on the purchase situation?
Hypotheses
I hypothesized that
Price will be more important than Brand Name in choosing a cola.
Temperature of the cola will be more important when the respondent is thirsty and a single can is being purchased.
Methodology
Questionnaires were administered to respondents outside of a Wal-mart in Land O Lakes, Minnesota. To entice participation, I set up a bridge table outside the entrance to Wal-mart, tied poles to two of the bridge table legs and strung a clothesline between the poles. Using clothespins, I hung dollar bills on the clothesline.
For a completed questionnaire, I gave the respondent a dollar.
My questionnaire asked the respondent to choose one of 8 colas that the respondent would most likely chose and the one that the respondent would be least likely chose. The 8 stimuli (colas) were all of the combinations of the following attributes:
Cola:
Brand: Coca Cola or Sam’s Cola
Price if can: $0.25 pr $0.50
Price if 12-pack $2.00 or $4.00
Temperature: cold or room
Following their most likely and least likely choices, the respondents then crossed out those two choices and (assuming that the cross outs represented the store’s being out of stock of those products, indicated the colas that they would most likely and least likely choose.
Additional data such as … was also collected from the respondents.
Limitations
Since the sample was one of convenience, the results of the study can’t extrapolated to a larger population.
Results
Data Description
I used multiple regression through the origin to determine the relative importance of the attributes to the respondents. In that regression my dependent variable was the likelihood of each product’s being chosen and the independent variables were the levels of each of the attributers.
Tests of Relationship
A multiple regression was used to test for differences in the relative importance of the attributes based on whether the respondent was or was not thirsty and whether or not the respondent was buying a can or a 12-pack.
>Place tables showing multiple regressions here<
>Describe the contents of the multiple regression tables<.
Tests of Difference
A multiple factor ANOVA was used to test for differences in the relative importance of the attributes based on whether the respondent was or was not thirsty and whether or not the respondent was buying a can or a 12-pack.
>Place tables showing tests of difference here<
>Describe the contents of the test of difference tables<.
Conclusions including Managerial Implications
Summary
References
Note that this assignment does NOT require you to prepare a detailed essay. Instead use section headings for each of the topics you address in your paper followed by a discussion of that topic.
0 comments