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Essay / Research Paper Abstract
This 3 page paper provides an overview of the methods used to create a quantitative survey, with a specific view of how to create a research question, integrate methods, and adopt a survey. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: MH11_MHquansurv.rtf
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analysis of views created through a study of potential consumers responses on a Likert-scale based instrument, the independent variable is brand familiarity, while the dependent variables include skepticism towards advertising
and reactions to price claims. Baker et al. (1986) defined brand familiarity as: "a unidimensional construct that is directly related to the amount of time that has been
spent processing information about the brand, regardless of the type or content of the processing that was involved" (p. 637). Researchers have readily recognized that competitive advantage is
based on a companys ability to create a consumer experience that is essentially linked to the capacity to evoke specific emotions or responses (Ha & Perks, 2005). Price
claims reactions can be measured in terms of specific variables, including the perceived fairness of the offer, the actual acquisition value, the purchase intentions and overall skepticism (Hardesty, Carlson &
Bearden, 2002). The focus of this research will be to determine whether familiarity with specific brands influenced the subjects views of the
pricing, and the veracity of pricing, as well as skepticism regarding advertising. This method is based on a number of older studies, including two created in the 1980s and
1990s that reflect a correlation between brand familiarity and consumer responses to advertising claims and pricing (Baker et al., 1986; Hardesty, Carlson & Bearden, 2002; Vaidyanathan, 2000). Hypotheses The following
are the hypotheses that can be utilized in correlation with this study: H(1): Brand familiarity is negatively associated with consumer advertising skepticism; H(2): Brand familiarity is
positively associated with invoice price claims confidence; H(3): Consumer advertising skepticism is negatively associated with invoice price claims confidence (See Hardest, Carlson & Bearden, 2002). The Scale
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