cb research

cb research - CHAPTER 2 Consumer Research 1. Key Concepts...

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CHAPTER 2 Consumer Research 1. Key Concepts Qualitative research Quantitative research Neutrogena is a manufacturer of personal care products for young adults. The company would like to extend its facial cleansers product line. Design a (a) qualitative and (b) quantitative research design for the company focused on this objective. Using the scales in Figure 2.3, develop a questionnaire to measure students’ attitudes toward the instructor in this course. o Prepare five statements measuring students’ attitudes via a Likert scale. o Prepare five semantic differential scales to measure student attitudes. Can the same dimensions be measured by using either scaling technique? Explain your answer. A consumer who rarely listens to music played on a portable device (e.g., an iPod) has purchased, on impulse and for $500, a pair of sunglasses with built- in earphones and the capability of playing MP3 files. Would the positivist or interpretivist research paradigm be a more appropriate way to study this
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cb research - CHAPTER 2 Consumer Research 1. Key Concepts...

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