營銷研究分析師—市場需求實驗

營銷研究分析師—市場需求實驗
實驗要求：
你是一家大型電子帳戶公司的營銷研究分析師。您的工作是了解18至24歲的非洲裔美國人的市場需求。你需要研究目標人群對著名影星拍攝的品牌廣告的反應。
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驟：

Sample: A convenience sample of 144 African Americans aged 18-24.144名18至24歲的非洲裔美國人作為你的樣本。
Design: A one shot, post-test only, no control group experiment.沒有對照組實驗
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
首先告訴你的樣本目標他們將在當地的電影院評估新的電視連續劇。樣本目標將先看6分鐘的情景喜劇，將需要測試的廣告放在該情景喜劇的中心。然后樣本目標再看5分鐘的情景喜劇后打開燈給受試者一張紙和鉛筆來回答問卷。

You decide to measure attitude toward the company as follows:http://http://ukthesis.org/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#p#分頁標題#e#

Item     Alpha if Item is Deleted

Good/Bad    .34
Favorable/Unfavorable  .56
Like/Dislike    .42

Credibility Scale Cronbach’s alpha = .43

Item     Alpha if Item is Deleted

Distant/Close    .78
Attractive/Not Attractive  .23
Believable/Not Believable  .35
Credible/Not Credible   .23
Tall/Short    .86
Young/Old    .83

使用以上信息，回答下列問題。
一、評估你的實驗設計，內部效度和外部效度。
二、評估實驗的公信力規模。使用的概念的表面效度，結構效度和內部的可靠性。
三、評估你的態度規模。使用的概念的表面效度，結構效度和內部的可靠性。
四、估計人口的平均對你的品牌的態度是什么？創建一個95％的置信區間的估計。顯示你的工作，包括您使用的公式和數學運算。
五、你的客戶會理解的話，解釋了這個結果。
六、人口的平均信譽感知的代言人，你估計是什么？創建一個95％的置信區間的估計。顯示你的工作，包括您使用的公式和數學運算。
七、你的客戶會理解的話，解釋了這個結果。
八、討論采樣過程中的優點和缺點。您如何看待樣品類型影響你的結果嗎？
九、討論你的規模，人口的信譽觀念中的錯誤估計的可靠性的影響？
十、你會做什么不同，來提高你的準確度測量信譽？
Answer the following questions using the information above.

a. Evaluate your experimental design for internal and external validity.
b. Evaluate your credibility scale. Use the concepts of face validity, construct validity, and internal reliability.
c. Evaluate your attitude scale.  Use the concepts of face validity, construct validity, and internal reliability.
d. What is your estimate of the population’s average attitude toward your brand?  Create a 95% confidence interval for your estimate.  Show your work; include the formulae that you used and your mathematical operations.
e. Interpret this result in words that your client will understand.
f. What is your estimate of the population’s average credibility perception of your celebrity endorser?  Create a 95% confidence interval for your estimate.  Show your work; include the formulae that you used and your mathematical operations.
g. Interpret this result in words that your client will understand.
h. Discuss the advantages and disadvantages of your sampling procedure.  How do you think the sample type influenced your results?
i. Discuss the implications of the reliability of your scale for the error in your estimate of the population’s credibility perceptions?#p#分頁標題#e#
j. What would you do differently to improve your accuracy in measuring credibility?