A researcher can approach the same problem using different methods. For this assignment, your task is to propose two research plans to address the same question, one using a survey design, and another using an experimental design.

Scenario:

As many of you may know, StarbucksLinks to an external site. offers seasonal menus. One of the popular winter/holiday seasonal drinks is the Toasted White Chocolate Mocha during the winter holiday season. Imagine you are a Starbucks marketing researcher. You are asked to explore whether changing the name of this drink to "Winter Wonderland Mocha" would boost sales. On the one hand, the original name "toasted white chocolate mocha" somewhat indicates the major ingredients, and thus is informative without reserving surprises for the consumer. On the other hand, the new name "winter wonderland mocha" does not directly name the ingredients, but it more fully reflects the holiday theme. It is unknown whether switching to the new name would have a positive impact on sales, and your job is to find out.

ANSWER THE FOLLOWING QUESTIONS

6. Discuss potential confounding variables and how to minimize them ( max 50 w ords)

7. Justify the validity of your study max 50 w ords)

What I have already.

1. Describe in detail the survey study that you would conduct if you were a Starbucks marketing researcher trying to decide whether to change the drink's name to Winter Wonderland Mocha. Explain your step-by-step process including: recruitment and measurement; describing in detail so that I can evaluate the feasibility of your study design. Make sure to include at least the following: -In order to determine what age group primarily consumes Starbucks products, I would definitely d.o my survey study targeting everyone that enters the Starbucks store. I would ask them about their ages. Different Survey Question Formats will be one of my survey design concerns. Not every survey question is made equally. Some questions, referred to as quantitative questions, will only offer a small number of possible answers. Contrarily, qualitative questions provide respondents the freedom to respond using their own terms. Each question type has its own restrictions and serves various survey objectives. Understanding the level of information required to accomplish the project's goals is crucial for choosing the correct mix of quantitative and qualitative questions. 2. Discuss potential representation errors -The importance of representativeness cannot be overstated. A recipe for misunderstanding is asking the appropriate questions of the incorrect people. Coverage mistakes can be major or subtle (surveying only current customers about product satisfaction and not recently churned customers). how to minimize them To ensure that your survey has adequate coverage, you must first enhance the likelihood that every member of your target group will have a chance to reply. The sample frame is a common term for this. A survey has no chance to receive responses from those outside the sample population. 3. Discuss potential measurement errors and how to minimize them Error Reduction Strategy: Include as much of your target population in your sample frame as possible. Consider employing probability samples with known sample frames for high-stakes decisions. To ensure you gather enough data for each target segment in UX research, set quotas based on what you know about your demographic of interest (typically based on experience in certain domains and with specific products). 4. Describe in detail the experimental study that you would conduct if you were a Starbucks marketing research trying to decide whether to change the drink's name to Winter Wonderland Mocha. Explain the step-by-step process from recruitment to measurement, describing in detail so that I can evaluate the feasibility of your study design. Make sure to include at least the following: -The ability of Starbucks to successfully exploit its cornerstone product differentiation methods by providing a premium product mix of high quality snacks and beverages has been the company's fundamental competency. Starbuck's Selling the highest-quality coffee and related items and giving each client a distinctive "Starbucks Experience," which is derived from outstanding customer service, clean and well-maintained facilities, are the foundations upon which brand equity is createdstores that are a reflection of the neighborhoods in which they are located, fostering a cult-like following and high levels of consumer loyalty. 5. Explain your control and treatment conditions (Note. Please clearly define whether it is between-subject or within-subject design) max 75 w ords) -As it is challenging to control for all potential confounders outside of an experimental setting, make sure that all confounding variables are taken into account. If at all possible, use an experimental design to d.o this. Double-blinding is used. This will stop people in each group from acting differently based on whether they were assigned to the treatment group or the control group, which could result in biased results. Put your individuals into control and treatment groups at random. Using this technique, you can reduce the differences between the two groups on both confounding variables you can see and those you can't.