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?

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.

Determine if your questionnaire requires approval by Trident's Institutional Review Board.

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.