Background

Leonidas is a well-established global brand of luxury Belgian chocolates. Leonidas has had success in North America for several decades, competing with other luxury chocolate brands in the market.

Leonidas has planned to update their marketing campaign with the use of a North American celebrity who would appeal to their target market, which has been well defined in previous research. Picking the right celebrity is key in helping to promote awareness and brand identity, and after narrowing down a long list of celebrities, there are four possible celebrities who could potentially represent Leonidas (for simplicity, let's call them Celebrity A, Celebrity B, Celebrity C, and Celebrity D), each of which could be a good match with their brand image, according to some preliminary research. So, the most important and immediate issue is for Leonidas to decide on only one celebrity to represent their brand, but it must be the right one to appeal to the North American target population. To help them make this decision, the executives at Leonidas will use marketing research to help them find a solution that will be most effective and relevant.

Answer ALL of the following questions (a) through (f), in the space provided.

LABEL ALL YOUR ANSWERS (a/b/c/d/e/f) and SAVE YOUR WORK AT LEAST EVERY 10 MINUTES OR YOU MAY LOSE YOUR WORK!

(a)In one sentence, define the SPECIFIC business problem that the company currently has TODAY (1 point)

(b) List two possible marketing research objectives that will address the business problem (2 points)

(c)Should this be qualitative or quantitative research? Explain why, using principles explained in class. (3 points)

(d)Let's say you use a quantitative design. As part of a quantitative survey questionnaire, construct the question(s) - including the associated answer categories - that will specifically address the most critical task of deciding which celebrity to pick, among the four possibilities, A, B, C, or D. (Assume there will be other questions in the questionnaire, but focus only on what will help make the most informed decision for celebrity choice.) (3 points)

(e)According to the question(s) you created, above, identify the level(s) of measurement that apply, and the level(s) of measurement's associated strengths/weaknesses. (3 points)

(f) In a DIFFERENT part of the questionnaire, we have a different task: to segment respondents based on their attitudes regarding luxury chocolates. Make up a question with a short attitudinal scale: you'll need to make TWO attitudinal statements about luxury chocolates, and you'll provide a typical Likert response scale to collect a rating for each statement. Remember to provide:

respondent instructions on how to fill out the scale

2 attitudinal statements to rate

Likert scale answer categories that would be used to collect response for each of the 2 statements