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MOCK EXAM 2022 – LUBS2840 Marketing Research

You have been hired as the new marketing research consultant by the car manufacturer Ford, who is launching a revamped version of their iconic model Mustang as a new, electric car. The company is planning to switch more and more towards electric vehicles to cope with the increasing demand and they thought that revamping an old classic would be the best strategy to start with. The  new Ford Mustang will be priced at around £53,000.

However, the company is interested in how to best promote its effort with its customers, especially since traditional Ford drivers may be put off driving an electric car. Therefore, they decided to launch a quick research design to see:  1) if by trying the new car on a test drive customers would be more willing to give their contact details (email etc.) to receive more information; 2) whether certain features of the car should be promoted more than others in a campaign to stimulate purchase intentions.

The previous marketing research director, who resigned abruptly, conducted research with a sample of 309 respondents through different Ford dealers in the UK in their “Open day” last September. The data from the survey have been returned and they are available in the SPSS file that is attached. A series of variables have been captured:

-    A record of if the consumer took or not the test drive (TEST_DRIVE) on a dichotomous choice (Taken vs. not Taken);

-    A record of if the consumer gave or not the contact details (CONTACTS_GIVEN) on a dichotomous choice (Yes vs. No);

-    A measure of Environmental Benefits, captured with five items on a 1-7 Likert scale (Environmental_ 1 to Environmental_5);

-    A measure capturing Brand Authenticity, measured with a single item on a 1-7 Likert scale (Authenticity_1) adapted by the scale developed by Napoli et al., (2014);

-    A measure capturing performance perception, measured with two items on a 1-7 Likert scale (Performance_ 1 and Performance_2);

-    A measure capturing perceived experience in using the brand, measured with four items on a 1-7 Likert scale (Experience_ 1 to Experience_4) adapted by Brakus et al., (2009).

-    A measure of perceived price on three items on a 1-7 Likert scale (Price_ 1 to Price_3);

-    A measure of perceived Quality of the car features, captured with four items on a 1-7 Likert scale (Quality_Features_ 1 to Quality_Features_4);

-    A measure of Purchase Intention towards the product, captured with three items on a 1-7 Likert scale (P_INT_ 1, P_INT_3) adapted by the scale developed by Chandon and Morwitz

(2005);

-    Demographic variables: Gender (categorical variable), Age (numerical variable); income (categorical variable):

In 1.5 hours you will have to present a report in front of the board of directors to decide the next directions to undertake.

Section A (50%) – Indicative word count limit: 1,500 words

Based on the above, you will need to:

1)       Test whether the measures are reliable (if relevant);

2)       Plot the descriptive statistics for all measures, taking into account the nature of the different variables;

3)       Test whether taking a test drive persuaded consumers to provide their contacts significantly more than those who did not take the test;

4)       Test if the different elements (Environmental benefits, Brand Authenticity, Performance, Experience, Price, and Quality of the Features) affect purchase    intentions in a significant way and which one(s) get the strongest impact

In your report, please include ONLY the data that are relevant to your discussion and place potential additional outputs in the appendix section. Please comment under  each output the reason why you performed such analyses.

Section B1 (25%) – Indicative word count limit: 750 words

Based on the results you got, provide managerial recommendations for the company. Was the test drive useful? Which dimensions are mostly appreciated by consumers? What would you advise to do in practice to design a campaign? Avoid superficial recommendations.

Section B2 (25%) – Indicative word count limit: 750 words

How was the management problem formulated? Any suggestions on how to improve – or change - the research questions? Also, please comment with examples on potential improvements (if any) you would have operated in designing the research,  including potential directions for future research.