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32) Imagine yourself as the consumer research director of ABC Ltd, a San Francisco- based marketing research firm. One of your clients, Company X, a
32) Imagine yourself as the consumer research director of ABC Ltd, a San Francisco- based marketing research firm. One of your clients, Company X, a food company, is introducing a new brand of plant-based meat to the US. market, targeting young adults between 18 and 35 Who are environmentally conscious. Market intelligence data shows, however, that around 60% of the young consumers do not repurchase the plant- based meat after their first purchase. Therefore, Company X wants to know more about the target market's attitude (including overall feeling, product knowledge, and intention to purchase) toward the plant-based meat. To help your client With this effort, you are asked to develop a research proposal that utilizes two types of projective techniques, sentence completion and third-person technique. Your proposal should include three sentences in the sentence completion section, and one scenario (with two questions) in the third-person technique section. In addition, you need to provide instructions to respondents and rationales for your choices of sentence, and scenario. a) Sentence completion (5 point) Instruction to respondents: Sentences: Rationale for designing the research stimuli b) Third-person technique (6 points): Instructions to respondents: Scenario and questions: Rationale for designing the research stimuli
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