Reference no: EM132655488

PART #1:

Question 1. Assume that you are marketing manager of a university. The university wants you to research how to increase the retention rate of the students. Which research design (exploratory, descriptive, and causal) would fit this research situation the best? Defend your position. (Answer in 300 or fewer words)

Question 2. Assume that you are marketing manager of a cosmetics corporation whose sales have declined by 10% last year. You want to investigate why the sales declined and how the corporation can recover the sales. Discuss your marketing research plan. (Answer in 300 or fewer words)

Question 3. A soft drink company has invented a bottled coffee drink and positioned it to be a coffee drink of more luxury image than any other competing brands. Design a brand image test experiment that compares this brand to other leading brands to determine whether or not consumers perceive the brand to have the highest luxury brand image. (1) Which experimental design would you select? Defend your position. (2) Assess the internal and external validity of your experiment. (3) Identify and diagram your experimental design. (4) What is the independent variable in this experiment? (5) What is the dependent variable? (Answer in 700 or fewer words)

Question 4. Write (1) a 3-item Likert scale and (2) a 3-item semantic differential scale of impulse buying, which is defined as "a consumer's tendency to buy spontaneously, unreflectively, immediately, and kinetically" and viewed as a consumer trait that may produce frequent motivations to buy, even though they are not always acted on. (No limit to words)

Question 5. By searching the Hofstra research databases and Internet sources, (1) find and report any three different scales measuring the concept "consumer animosity" (hatred or hostility towards a specific nation). (2) Report their sources such as authors, year, title of the article, name of the journal, volume, number, and pages. (3) Criticize their reliability and validity. (4) Which scale would you think to be the best? Defend your position. (Answer in 700 or fewer words)

Question 6. Based on the same sources you used for Q6 and/or other sources, discuss (1) causes and (2) effects (= consequences) of consumer animosity. For each cause or effect, report their sources in the same format of Q6. (Answer in 700 or fewer words)

Question 7. "The best way to improve the response rate of a survey is to shorten the length of the survey." Do you agree with this statement? Why or why not? Defend your position. (Answer in 200 or fewer words).

PART #2: Read Carefully
Background: Chanel, a French luxury fashion company, loses a tremendous amount of revenues each year to counterfeits, so it wants to find out what marketing decision or strategy can effectively discourage purchase intention of luxury fashion counterfeits. For such efforts, Chanel plans to conduct causal research by a 2 by 2 experimental design, in which y (purchase intention of luxury fashion counterfeits) depends on X1 and X2.

X1 is decided to be the penalty (e.g., fine) for buying a counterfeit (High and Low) and x2 is not decided yet. X2 is expected to have a significant interactive effect with X1 on Y. In other words, the effect of X1 will be different between high- and low-level of X2. Suggest what specific variable should be X2, and answer the following questions. Note that unlike a few European countries, there is no penalty yet on consumers for buying luxury fashion counterfeits in the U.S. but the Congress is discussing about such regulations against consumers.

Questions:

Question 8. a. The name of X2:
b. Why does X2 interact with X1 (i.e., penalty)? Provide your rationale. (Answer in 300 or fewer words)

Question 9. a. H1. When X2 is high, the high amount of penalty for buying or wearing a counterfeit (x1) will _______ purchase intention of luxury fashion counterfeits than the low amount of penalty. (Fill in the blank).

b. H2. When x2 is low, the high amount of penalty for buying or wearing a counterfeit (x1) will ______ purchase intention of luxury fashion counterfeits than the low amount of penalty (Fill in the blank).

c. Explain why. Provide your rationale for H1 and H2. (Answer in 300 or fewer words)

Question 10 Draw H1 and H2 on the graph