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营销研究分析师—市场需求实验

营销研究分析师—市场需求实验
实验要求:
你是一家大型电子帐户公司的营销研究分析师。您的工作是了解18至24岁的非洲裔美国人的市场需求。你需要研究目标人群对著名影星拍摄的品牌广告的反应。
The question is:
You are the marketing research analyst working on a major electronics account.  You are responsible for understanding the 18-24 African-American target market and you conducted a research study to identify the target’s response to an ad using a famous movie star endorsing the brand.

Your methods include the following procedures:你的研究方法包括以下步骤:

Sample: A convenience sample of 144 African Americans aged 18-24.144名18至24岁的非洲裔美国人作为你的样本。
Design: A one shot, post-test only, no control group experiment.没有对照组实验
Procedure: Subjects are told to arrive at a local movie theater to evaluate a new television sitcom pilot.  Subjects view 6 minutes of the sitcom, then a pod of ads where the test ad is placed in the middle of the pod.  Subjects then view another 5 minutes of the sitcom.  The lights are turned on and subjects are asked to respond to a paper and pencil questionnaire that includes one scale to measure attitude toward the brand, and another scale Measures
首先告诉你的样本目标他们将在当地的电影院评估新的电视连续剧。样本目标将先看6分钟的情景喜剧,将需要测试的广告放在该情景喜剧的中心。然后样本目标再看5分钟的情景喜剧后打开灯给受试者一张纸和铅笔来回答问卷。

You decide to measure attitude toward the company as follows:http://http://ukthesiss.com/thesis_sample/guanlileizuoye/

Good ___ ___ ___ ___ ___ Bad
Favorable ___ ___ ___ ___ ___ Unfavorable
Like ___ ___ ___ ___ ___ Dislike

You decide to measure celebrity credibility as follows:

Distant ___ ___ ___ ___ ___ Close
Attractive ___ ___ ___ ___ ___ Unattractive
Believable ___ ___ ___ ___ ___ Not Believable
Credible ___ ___ ___ ___ ___ Not Credible
Tall ___ ___ ___ ___ ___ Short
Young ___ ___ ___ ___ ___ Old

Your results show the mean celebrity credibility perceptions in your sample is 3.1 and the standard deviation of the sample distribution is 2.4.  The mean attitude toward the brand is 4.3 with a standard deviation of .12.

Below are the results from your reliability analyses of your scales. 

Attitude Scale Cronbach’s alpha = .89



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