McDonald's wants to introduce healthier meals for its young consumers. The company wants to conduct a research project to better understand parents' likelihood to purchase a new Happy Meal ( versus a standard Happy Meal ) when the company provides a Free Toy or No Toy. This new product Healthy Happy Meal ) has more fruits by default and smaller sizes of French fries. The Healthy Happy Meal or HHM meets certain nutritional standards for a healthy diet which is in line with corporate and government efforts to combat childhood obesity

You are the marketing researcher for this company and you are asked to conduct this study for the company. Thus, you will conduct an online experiment to examine the effects of the interaction between PRODUCT QUALITY and SALES PROMOTION on parents' PURCHASE INTENTIONS. PRODUCT QUALITY has two levels the new meal mentioned above (i.e. HHM) and the Standard Happy Meal ( i.e. SHM ) which is the meal the company is currently offering. SALES PROMOTION has two levels: Free Toy versus No Toy PURCHASE INTENTION has one item on seven-point Likert scale: " you were shopping for a kids ' meal how likely would you be to purchase this Happy Meal ? " ( where 1 is ' less likely ' and 7 is more likely

Please respond to the following questions based on the aforementioned scenario.

a. What are your independent and dependent variables?

b. In this online experiment, you will ask parents to report their purchase intentions for various combinations of PRODUCT QUALITY and SALES PROMOTION, which you call experimental conditions OR cells. Please state in detail these cells / experimental conditions.