Remembering an advertisement is great, but does the viewer connect that with the brand name? Recall is an important aspect of purchase intention.
To measure how well a nationally branded product is doing with regard to consumer recall, you will complete a study of your choice.
Select a Branded product (target product) that is not geared toward a specific gender market.
1. State the Product & Brand
2. Create a 3-question survey that includes:
a. A gender question
b. A recall question
c. A Likert Scale Question on Recall
3. Survey 5 Males & 5 Females
4. Create a PowerPoint presentation with following slides:
o Slide 1: Name of Product & its Target Gender; List of the Survey Questions & Choices
o Slide 2: Descriptive Statistics for Gender: a Pie Chart & a Frequency Table (SPSS)
o Slide 3: A Line or Bar Graph & Frequency Table of the Recall Question (SPSS)
o Slide 4: A Descriptive of the Likert Scale Question by Gender (SPSS)
o Slide 5: A Hypothesis Test that compares Recall by Gender (SPSS). Include the Null & Alternative Hypotheses and whether the Null is Rejected. (alpha =.05)