BUS 138 Marketing Research Dr. Zhang Individual Project Assignment 3 (IPA 3): Ch 9 Experiments Instructions: This assignment is for students whose last names end with M-Z ONLY. 1. Explain Experimental Effects (4 points) Suppose you wanted to study the effect of advertising appeals (individualistic vs. collectivistic) on purchase intentions and reveal how the effect may differ between two different cultures: U.S. and China. One hundred U.S. consumers were recruited and randomly assigned to view an ad with either individualistic or collectivistic appeals. The same procedure was performed among 100 Chinese consumers, too. After the subjects were exposed to the assigned advertising appeals, they were asked to rate “how likely they would purchase the product in the ad?” on a 10-point scale, with “1” being “not likely” and “10” being “very likely.” The average of purchase intention scores for each condition was reported in the table below. Individualistic Appeals Collectivistic Appeals U.S. Consumers 9.2 5.9 Chinese Consumers 6.5 8.6 A. What is the experimental or independent variable? (.5 pts) B. The cultural variable (U.S. vs. China) is considered as a _______ variable. (.5 pts) C. What is the dependent variable? (.5 pts) D. Is there a main effect? If yes, describe at least one (.5 pts). E. Is there an interaction effect? If yes, describe it. (1 pt) F. What’s the purpose of random assignment in this experiment? Be specific (1 pt). 2. Design a Test-Marketing Study (3 points) The marketing researcher usually designs a field experiment to study any elements of the marketing mix (4P’s: product, price, place and promotion). This is commonly known as test marketing. For example, Exhibit 3.3 (p. 59 or see below ) shows that two marketing variables are tested for Meboard– price (two levels/values: low vs. high) and distribution channel (two levels/values: specialty vs. general). Sales volume is the dependent variable. Suppose you are assigned to design a field experiment to study any two elements of marketing mix for S’well bottles (https://www.swellbottle.com/). Answer the questions below. A. What are the two marketing variables you want to study? For each variable, specify its levels or values (1 pt). (Hint: it is your choice. Make sure that the two variables make sense.) B. What is your dependent variable? (.5 pts) C. Create a table similar to the one on p. 1 of this instruction; make up some numbers. And then explain in sentences a possible main effect and interaction effect (1.5 pts).
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