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://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#分页标题#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，回答下列问题。
一、评估你的实验设计，内部效度和外部效度。
二、评估实验的公信力规模。使用的概念的表面效度，结构效度和内部的可靠性。
三、评估你的态度规模。使用的概念的表面效度，结构效度和内部的可靠性。
四、估计人口的平均对你的品牌的态度是什么？创建一个95％的置信区间的估计。显示你的工作，包括您使用的公式和数学运算。
五、你的客户会理解的话，解释了这个结果。
六、人口的平均信誉感知的代言人，你估计是什么？创建一个95％的置信区间的估计。显示你的工作，包括您使用的公式和数学运算。
七、你的客户会理解的话，解释了这个结果。
八、讨论采样过程中的优点和缺点。您如何看待样品类型影响你的结果吗？
九、讨论你的规模，人口的信誉观念中的错误估计的可靠性的影响？
十、你会做什么不同，来提高你的准确度测量信誉？
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#分页标题#e#
j. What would you do differently to improve your accuracy in measuring credibility?