Marketing Research (SPSS)

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  • ANSWER OVERLAPPING. If your writing overlaps with classmate’s answers or any other source (without proper citations), you will have the following penalty:
  • 30 points off for 30% – 39% overlapping;
  • 40 points off for 40% – 49%; and
  • 50 points off for 50% or more.
  • To avoid unnecessary overlapping, do NOT include the exam questions in your answers.
  • You are free to use all kinds of sources (e.g., journals, magazines, newspapers, books, and Internet), but report them (1) inside the text (e.g., Smith 2020) and (2) at the end of the answer as references.

Marketing Research Questions

  1. (60 points) Create the following table based on journal articles (no book, Internet, or magazine) for luxury product behaviors. The rows should be 30 or more. After the table, report the sources by the AMA referencing style.
  • Independent variable: Variable affecting consumer behavior related to luxury products
  • Dependent variable: Consumer behavior related to luxury products
  • Relationship: Simply select + (positive), – (negative), or n.s. (not significant; no relationship). Note that the same IV-DV might have a different relationship in a different study.
  • Brief reason of the relationship: Copy/paste one or two sentences from the source why the relationship is +, -, or n.s.
Independent variable (e.g., self-esteem) Dependent variable (e.g., purchase intention of luxury products) Relationship between IV and DV (+, -, or n.s.) Brief reason of the relationship (Copy/paste from the source) Authors (e.g., Smith and Schneider 2020)
1.
2.
  1. (40 points) Based on the table above in Q3, why do consumers buy luxury products? Discuss.
  2. (20 points) From the sources in Q3, pick any one interesting scale measuring consumer behavior related to luxury products. List its items and discuss strengths and weaknesses of the scale. Report the source.

Q4-Q6. Use the SPSS data posted on the Blackboard.

  1. (40 points) The following items are designed to check the manipulation of x1 (price deal) and x2 (price). Run factor analysis for the items together and create a measure and reliability table. Make sure the table is based on a clear factor pattern.
  • x1MC1 I feel I am getting a good deal.
  • x1MC2 The brand is on great sale.
  • x1MC3 The final price of the brand is now much cheaper than the regular price.
  • x1MC4 The final price makes me save a lot, compared to the regular price.
  • x2MC1 The final price (the price you have to pay) is expensive.
  • x2MC2 The final price is low. (R)
  • x2MC3 The final price is high.
  1. (30 points) Create two composite variables (x1MC and x2MC) based on the factor analysis above. Then, test if the manipulation is successful for x1 and x2 and discuss the result.
  2. (60 points) The following items are designed as dependent variables (ys). Run factor analysis for the items together and create a measure and reliability table. Make sure the table is based on a clear factor pattern.
  • The BSM sunglasses are luxurious.
  • Others will admire me when seeing me wear the BSM sunglasses.
  • I will definitely purchase the BSM sunglasses in the near future.
  • I intend to purchase the BSM sunglasses in the near future.
  • It is likely that I will purchase the BSM sunglasses in the near future.
  • It makes sense to buy the BSM sunglasses instead of any other brand, even if they are the same.
  • Even if other brand has same features as the BSM sunglasses, I would prefer to buy the BSM sunglasses.
  • If there is another brand as good as the BSM sunglasses, I prefer to buy the BSM sunglasses.
  • If another brand is not different from the BSM sunglasses in any way, it seems smarter to purchase the BSM sunglasses.
  • I consider myself loyal to the BSM sunglasses.
  • The BSM sunglasses would be my first choice.
  • I will not buy other brand sunglasses if the BSM sunglasses are available in the store.

 

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