The advertising director in your firm announced her resignation this morning to take another job,and she is leaving this afternoon.Your boss has asked you to take charge of advertising.Unfortunately,you learn the former director was just beginning planning for an upcoming promotion of one of the company's new products.Your immediate decision is to determine a brand name for the product.As the former director leaves,she stops by to drop off some marketing research reports she had just received,which includes several tests on brand names that were proposed for the new brand.The research company tested 30 potential brand names.For each brand name,they collected data on a number of variables such as "intention to purchase" and "attitude toward the brand name." All these variables were collected using 5-point intensity continuum scales.Thus,all the variables possess an interval level of measurement.Just focusing on the two variables mentioned ("intention to purchase" and "attitude toward the brand name"),what type of analysis would you conduct to help you make the decision?

Question

Quizplus · Accepted Answer

Pearson product moment correlation analysis would be the best choice to determine the relationship between "intention to purchase" and "attitude toward the brand name." This analysis would help to identify if there is a positive correlation between these variables, indicating that a favorable attitude toward the brand name could lead to a higher intention to purchase the product. This information would be crucial in determining the best brand name to use for the upcoming promotion.

The Advertising Director in Your Firm Announced Her Resignation This