Procter and Gamble are the manufacturers of the brand Old Spice. The firm is considering expanding its product line to include an acne treatment product line targeted toward men. Before developing this line, the firm would like to conduct market research to determine the target market's perception of this new product line.
Using the consumer research process, design a market research study for this objective:
- Describe the consumer research process you will follow to this study.
- Outline the secondary research you will gather.
- Design a quantitative and qualitative research study focused on this objective; include your research questions in the Appendix of your paper. For your quantitative study, select an appropriate attitude scale and include your rationale.
- Outline your sampling and data collection procedures.
Submit your answers in a four- to five-page Microsoft Word document. Use APA guidelines for your submission.