SOUTHEAST UNIVERISITY

Final Term Assignment

Course code: MKT4154
Course Title: Marketing Research

Submitted To:

Aruna Anwar
Lecturer
Southeast Business School
Southeast University

Submitted By:
Senthia Saleh
ID: 2017010000244
Batch-45th, Section-1
 Part-A
Q1. Elaborate an explain the hypothesis
Hypothesis 1
There is a positive relationship between the consumer’s visual aesthetic sensitivity and
evaluation of the esthetic dimensions of the store environment.
Customer are the assets of any store or shop. Their appreciation of beauty judgment and
decision or expectation for products aerate impact on the store environment. The store
environment eerily reflected are evaluated by the consumers, demand and choices. This can be
include-particular color, smell, design etc. aesthetic dimension of a store environment is
created by such a way that can easily fulfilled customers demand. Consumers demand for
aesthetically pleasing products and their response will influence the methods that the retailers
use to attract the customers. For example- there is a high demand of “rose flavor air freshener”
so a retailer will brings this product more. Also demand of a particular dress. Here, store owner
identify the consumers visual aesthetic sensitivity and thus he set his store environment on the
basis of consumers demand. So it will be more acceptable when the consumers get their
product on the store on the basis of their aesthetic value, their desired designs and response.
So their visual aesthetic sensitivity will have an effect upon evaluation of the aesthetic
dimension of the store environment.

Hypothesis 2
There is a positive relationship between the aesthetic dimension within the store environment
and the consumer’s behavioral intentions.
If there will be create the aesthetic dimension, such as- change in the service, quality etc. so the
consumer’s behavior will be reflected. When there comes a unique quality product or create
such a thing that positively surprise the customers, the customers always want innovative,
updated and something unique and special. If the store environment is give the customers a
new dimension, then it will win customers satisfaction. The new dimension can be create by
either color, quality, design or any other thing. So the alethic dimensions within the store
environment create impact on consumers will be curious about the products or services. Also in
some times customers can pay more to buy that product, so the aesthetic dimensions within
the store environment can create impact on customer.

Part-B
Q2. Research Article Review
 Identify Research Problem
The research problem is the heart of a study. It is a clear, definite statement of the area of
concern or investigation and is backed by evidence. It drives the research questions and
processes and provides the framework for understanding the research findings. To begin, you
will need to know where to look for your research problem and how to evaluate when a
research problem for success. Ideas for a research problems tend to come from two sources:
real life and the scholarly arena. First, identifying a research problem can be as simple as
observing the complications and issues in your local workplace. You may encounter ongoing
issues on a daily basis in your workplace or observe your colleagues struggle with major issues
or questions in your field. These ongoing obstacles and issues in the workplace can be the
catalyst for developing a research problem.
Alternatively, research problems can be identified by reviewing recent literature, reports, or
databases in your field. Often the section of “recommendations for the future studies” provided
at the end of journal articles or doctoral dissertations suggest potential research problems. In
addition, major reports and databases in the field may reveal findings or data-based facts that
call for additional investigation or suggest potential issues to be addressed. Looking at what
theories need to be tested is another opportunity to develop a research problem. A research
problem is a specific issue, difficulty, contradiction, or gap in knowledge that you will aim to
address in your research. You might look for practical problems aimed at contributing to
change, or theoretical problems aimed at expanding knowledge. It is one of the first statements
made in any research paper and, as well as defining the research area, should include a quick
synopsis of how the hypothesis was arrived at. Operationalization is then used to give some
indication of the exact definitions of the variables, and the type of scientific measurements
used. This will lead to the proposal of a viable hypothesis. As an aside, when scientists are
putting forward proposals for research funds, the quality of their research problem often makes
the difference between success and failure. A research problem is a statement about an area of
concern, a condition to be improved, a difficulty to be eliminated, or a troubling question that
exists in scholarly literature, in theory, or in practice that points to the need for meaningful
understanding and deliberate investigation.
This study aims to investigate the behavior of social media users towards targeted
advertising on their homepage. It will measure the behavioral adaptations and changes
in user’s attitude towards these advertisements. There is a rise in advertisements of
online social networks, and perception of users regarding targeted messages on
popular network like Facebook is not known to greater extent. Marketers should be
enabled to reach users with relevant advertisements and personalized messages. Such
targeting will increase the value of advertising for both advertisers and social network users.

 Research Design
Research design is the framework of research methods and techniques chosen by a researcher.
The design allows researchers to hone in on research methods that are suitable for the subject
matter and set up their studies up for success. The design of a research topic explains the type
of research experimental, survey, correlational, semi-experimental, review there are three main
types of research design: Data collection, measurement, and analysis. The type of research
problem an organization is facing will determine the research design and not vice-versa. The
design phase of a study determines which tools to use and how they are used. In this article,
the researcher has applied the survey method to gather the quantitative data from a
large representative but assorted population.
An impactful research design usually creates a minimum bias in data and increases trust in the
accuracy of collected data. A design that produces the least margin of error in experimental
research is generally considered the desired outcome. The essential elements of the research
design are:
Accurate purpose statement, Techniques to be implemented for collecting and analyzing
research, The method applied for analyzing collected details, Type of research methodology,
Probable objections for research, Settings for the research study, Timeline, Measurement of
analysis.

 Types of research
1. Experiments: People who take part in research involving experiments might be asked to
complete various tests to measure their cognitive abilities word recall, attention, concentration,
reasoning ability, usually verbally, on paper or by computer. The results of different groups are
then compared

2. Surveys: Surveys involve collecting information, usually from fairly large groups of
people, by means of questionnaires but other techniques such as interviews or telephoning
may also be used. There are different types of survey. The most straightforward type (the “one
shot survey”) is administered to a sample of people at a set point in time. Another type is the
“before and after survey” which people complete before a major event or experience and then
again afterwards.

3. Questionnaires: Questionnaires are a good way to obtain information from a large

number of people and/or people who may not have the time to attend an interview or take
part in experiments. They enable people to take their time, think about it and come back to the
questionnaire later. Participants can state their views or feelings privately without worrying
about the possible reaction of the researcher

4. Interviews: Interviews are usually carried out in person i.e. face-to-face but can also be
administered by telephone or using more advance computer technology such as Skype.
Sometimes they are held in the interviewee’s home, sometimes at a more neutral place. It is
important for interviewees to decide whether they are comfortable about inviting the
researcher into their home and whether they have a room or area where they can speak freely
without disturbing other members of the household.

5. Case studies: Case studies usually involve the detailed study of a particular case (a
person or small group). Various methods of data collection and analysis are used but this
typically includes observation and interviews and may involve consulting other people and
personal or public records.

6. Participant and non-participant observation: Studies which involve

observing people can be divided into two main categories, namely participant observation and
non-participant observation.

7. Observational trials: Observational trials study health issues in large groups of

people but in natural settings. Longitudinal approaches examine the behavior of a group of
people over a fairly lengthy period of time e.g. monitoring cognitive decline from mid to late life
paying specific attention to diet and lifestyle factors.

8. Studies using the Delphi method: The Delphi method was developed in the
United States in the 1950s and 1960s in the military domain. It has been considered particularly
useful in helping researchers determine the range of opinions which exist on a particular
subject, in investigating issues of policy or clinical relevance and in trying to come to a
consensus on controversial issues. The objectives can be roughly divided into those which aim
to measure diversity and those which aim to reach consensus.

 Research Method
In this research, the researcher has applied the survey method to gather the
quantitative data from a large representative but assorted population. The survey method
has helped researcher in collecting information directly from the university students that are
using social media and affecting their shopping behavior in any way. The effects on the attitude
and behavior of university students have hence sorted out through the information given on a
quantitative scale. In this article, researcher has used questionnaire technique.

 Sampling Process
Sampling is a process used in statistical analysis in which a predetermined number of
observations are taken from a larger population. The methodology used to sample from a larger
population depends on the type of analysis being performed, but it may include simple random
sampling or systematic sampling.
There are two types of sampling methods:
1. Probability sampling involves random selection, allowing you to make statistical inferences
about the whole group.
2. Non-probability sampling involves non-random selection based on convenience or other
criteria, allowing you to easily collect initial data.

Probability sampling methods: Probability sampling means that every member of the
population has a chance of being selected. If you want to produce results that are
representative of the whole population, you need to use a probability sampling technique.

There are four main types of probability sample.

1. Simple random sampling: In a simple random sample, every member of the population
has an equal chance of being selected. Your sampling frame should include the whole
population. To conduct this type of sampling, you can use tools like random number
generators or other techniques that are based entirely on chance.

2. Systematic sampling: Systematic sampling is similar to simple random sampling, but it is

usually slightly easier to conduct. Every member of the population is listed with a
number, but instead of randomly generating numbers, individuals are chosen at regular
intervals.
 3. Stratified sampling: This sampling method is appropriate when the population has
mixed characteristics, and you want to ensure that every characteristic is proportionally
represented in the sample. You divide the population into subgroups (called strata)
based on the relevant characteristic (e.g. gender, age range, income bracket, job role).
From the overall proportions of the population, you calculate how many people should
be sampled from each subgroup. Then you use random or systematic sampling to select
a sample from each subgroup.

4. Cluster sampling: Cluster sampling also involves dividing the population into subgroups,
but each subgroup should have similar characteristics to the whole sample. Instead of
sampling individuals from each subgroup, you randomly select entire subgroups.

Non-probability sampling methods: In a non-probability sample, individuals are selected based

on non-random criteria, and not every individual has a chance of being included. This type of
sample is easier and cheaper to access, but it has a higher risk of sampling bias, and you can’t
use it to make valid statistical inferences about the whole population. Non-probability sampling
techniques are often appropriate for exploratory and qualitative research. In these types of
research, the aim is not to test a hypothesis about a broad population, but to develop an initial
understanding of a small or under-researched population.
1. Convenience sampling
2. Voluntary response sampling
3. Purposive sampling
4. Snowball sampling

Population VS sample
First, you need to understand the difference between a population and a sample, and identify
the target population of your research. The population is the entire group that you want to
draw conclusions about. The sample is the specific group of individuals that you will collect
data from. The population can be defined in terms of geographical location, age, income, and
many other characteristics.
1. Sampling frame: The sampling frame is the actual list of individuals that the sample will be
drawn from. Ideally, it should include the entire target population and nobody who is not part
of that population.
2. Sample size: The number of individuals in your sample depends on the size of the
population, and on how precisely you want the results to represent the population as a whole.
You can use a sample size calculator to determine how big your sample should be. In general,
the larger the sample size, the more accurately and confidently you can make inferences about
the whole population.

This study consists of a sample size of 300 respondents and stratified random sampling
technique is used. Due to the budget and time limitations, only few universities (Kinnaird
College For Women University, Lahore College For Women University, Government
College University, Lahore Garrison University, Punjab University, University of
Management and Technology, University Of Lahore, Lahore School of Economics, University
of Central Punjab ) of Lahore city were covered in this the study. Total population of this
research study comprises of all the University students aged 18 to 35 years, who have access
to internet and residing in Lahore. It was not feasible for the researcher to approach
the total population; therefore, sampling technique was applied.
The rationale behind this selection is the variety among the participants studying in
these universities and the researcher was able to study the impact of Facebook
advertisements on the behavior of university students including young adults (18-25 y) and
adult students (26-35 y) as well as male and female students
Though social media has grown globally in recent years and it has revolutionary impact on its
user’s attitude and behavior, but research is at exploratory level in this field from advertising
point of view especially in developing countries like Pakistan. Major studies in this regard were
conducted in developed and western countries. Current research tries to examine advertising
in social media and user’s behavior according to Pakistan’s perspective. The main objective
of this study is to examine user’s beliefs/perceptions about social media ads specially
Facebook and their effects on attitudes as well as behaviors. Wang and Sun has studied
Romanian population and concluded that Americans like to buy online but Romanians only
like to click ads. Which indicates Romanian’s attitude towards online ads. Current study also
found this cultural pattern that most of the young students and female students don’t go
for online shopping and they don’t get much effected by ads on social media. Their attitude
might get influenced but they don’t behave accordingly and go for a purchase because of
economic, social and cultural limitations. Present research makes its contribution in
advertising research. It affirms that user’s attitudes and behaviors get influenced due to
social media ads. According to some previous studies perceptions and attitudes are
significant constructs of online ads. In social media context previous studies when
examining consumer attitude towards ads apply method of qualitative interview for their
research, face problem of generalizability.
 Part-C

Q3. Develop a Questionnaire for assessing consumer preferences for fast coffee
shop.

Questionnaire
1. What is your first reaction to the coffee?
o Very positive
o Somewhat positive
o Neutral
o Somewhat negative
o Very negative

2. How would you rate the quality of the coffee?

o Very high quality
o High quality
o Neither high nor low quality
o Low quality
o Very low quality
3. How innovative is the coffee?
o Extremely innovative
o Very innovative
o Somewhat innovative
o Not so innovative
o Not at all innovative

4. When you thing about the coffee, do you think of it as something you need or don’t
need?
o Definitely need
o Probably need
o Neutral
o Probably don’t need
o Definitely don’t need

5. How would you rate the value for money of the coffee?
o Excellent
o Above average
o Average
o Below average
o Poor

6. If the product were available today, how likely would you be to buy the product?
o Extremely likely
o Very likely
o Somewhat likely
o Not so likely

7. How likely are you to replace your current product with the product?
o Extremely likely
o Very likely
o Somewhat likely
o Not so likely
o Not at all likely
8. How likely is it that you would recommend the new coffee to a friend or colleague?
o 1
o 2
o 3
o 4
o 5
o 6
o 7
o 8
o 9
o 10

9. In your own words, what are the things that you like most about this new coffee?
Ana.

10. In your own words, what are the things that you would most like to improve in this new
coffee?
Ans.