Marketing Experiments the World of Research Paper

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Experimental Design

The way that this design will work is comparing the control group (the current display that is used) with the three independent variables (the different displays of Raid). How customers react to the three independent variables in relation to the control group; will speak volumes as to how each of the new displays will be viewed by consumers. The below display illustrates how the survey will be designed at each store.

Raid Store Display Diagram

Consumer Response to New Display

Control Group

Independent Variable

Current Display #1 Display #2

Display # 3

Participants Selected Randomly. Real world environment

Conduct Test

Retest

Analyze Data

Management Decision (Cooper, D. & Schindler, 2006, pg. 278)

Select / Assign Participants

Like what was stated previously, participants will be selected at random mirroring real world situation for each display in the store.

Test / Revise

The way that the research will be revised and tested is: by conducting this sample at three stores of varying income levels each week. Doing this approximately three to four times will provide you with consistent results, to determine which display consumers will find the most appealing.

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This would encompass a large demographic, by randomly sampling consumers based on the income level of the community that the displays will be located.

Analyze Data / Management Decision

Next, you would want to analyze the data and determine which display will work best at the different locations. You would then forward your results and recommendations for management to make a decision.

Clearly, using the standard test marketing strategy will provide the greatest insights as to which display would work best in a particular location. This is because you are sampling consumers randomly, based on their income. Once the test is conducted, you will be able to see which display consumers will view favorable across a number of social / economic backgrounds. This will provide management with the greatest insights as to how to effectively market the various Raid products......

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