Alba ((Sekran & Bougie, 2016). The customer

Alba & Chapadlhay(1985) utilized a similar technique in testing for brand awareness. They askedparticipants to write down their responses to this question: “What brands cometo mind when you think about beer?” In looking at reliability, test-retestreliability is applicable. The questionnaire can be administered to the sameset of participants at various times. If the participants continue to name theparticular brand in question (BJ) over and over again at different times, thenthe better the test-reliability is as well as the stability of the measureacross time ((Sekran & Bougie, 2016). The customer contact method that willbe employed is electronic and online communication.

The electronic and onlinetechnique is chosen to provide easier and more accessible to respondents, as thesurveys can be distributed through e-mail, social media sites and can reachindividuals from geographically far regions. Secondly, by choosing thisdistribution channel, the processing for respondents is easy and fast. Lastly, with regard toanalytical tools, Excel would be used to help organize and compute survey data.In addition, online tools such as Google Surveys can be used to distribute andcalculate survey responses.                                                                                                                          PART3: Whatproblem are you trying to solve or lack of knowledge are you attempting tofill? Yourproblemneeds to involve the comparison of measurements usually the means or averagesof dataThe ice cream industryhas long-standing been a dominate force within the global market.

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One of the waysthe industry continues to flourish is through re-invention, innovation, andunique flavor trends. It is through these practices that the industry ispredicted to grow roughly 5% within the next 4 years. Additionally, contributionfor growth is predicted to come from an increase in demand for premiumice-cream, a rise in take-home ice cream consumption and the growing popularityof functional ice creams. Given, these rising demands and the ever growing marketopportunities, the ice cream market has become highly fragmented andcompetitive as ever. Thus, consumers have more access to a variety of brandsand flavors. In looking at sales data between Ben & Jerry competitors,Breyer’s has 503.

2 million in sales, Haagen-Dazs has 46l.1 million in sales andBlue Bell has 425.8 million in sales (Statista, 2017). Therefore, the knowledgebeing attempted to fill is to uncover what influences brand awareness? What is your research question that stems from yourproblem definition? Create a Research Question (a relatively narrow questionthat represents an important issue in your selected company or industry-stateit succinctly).Aresearch question is the fundamental core of a research project, study, orreview of literature.

It focuses the study, determines the methodology, andguides all stages of inquiry, analysis, and reporting. Research questions areformed through exploratory and descriptive means. The problem statement was,what influences brand awareness? The focused research question that stems fromthe problem: Is the awareness of my product or a competitor’s product greater?


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