Proposal for: Consumer Sleeve Length Preference In Relation to the West Nile Virus Threat(s)

Relational (Explanatory) Hypothesis

The hypothesis for our management dilemma is based on the implication that there is a shift in consumer sleeve length preferences based on the on-going West Nile Virus threat.
News of an on-going and/or fresh West Nile Virus outbreak may continue and intensify consumer preferences during the next summer season.

Variables

Based on the relational or explanatory hypothesis that news of an on-going and/or fresh West Nile Virus outbreak may continue and intensify consumer preferences during the next summer season reveals that the variables in this study are identified as follows: * Independent variable is the on-going and/or fresh West Nile Virus threat * Dependent variable is the shift in consumer preferences

Research Design

Experimental research design is appropriate when one wishes to discover whether certain variables produce effects on other variables. Experimentation provides the most powerful support possible for a hypothesis of causation. With an ex post facto design, the investigators have no control over the variables in the sense of being able to manipulate them. It can only be reported of what has happened or what is happening. Researchers are limited by holding factors constant with judicious selection of subjects with strict sampling procedures and by statistical manipulation of findings. In an experiment, the researcher attempts to control and/or manipulate the variables in the study.
First, the trend data will have to be gathered for a number of years preceding the West Nile Virus threat. A trend analysis can be conducted to establish whether the trend was naturally moving toward the population shifting their sleeve length preference or not. This will establish a basis for the qualitative technique of individual interviews via questionnaires.
Questionnaires will be issued via internet, e-mail and in person in order to cover the widest demographic population within the stratum. The collection will be completed within two months in order for the findings to be valid and relevant to the marketing strategy.

Sampling

Probabilistic, proportionate, stratified sampling will be used in this research study. This is the best methodology due to the variety of the population. Populations can be stratified, then a proportionate sample drawn from each stratum so that each is properly represented. This creates higher statistical efficiency, easier to carry out and provides a self-weighing sample.

Type of Data

The ultimate point of data will be ratio. The trend analysis will be reviewed and categorized into the percentage of change between the years preceding the West Nile Virus threat and the after the West Nile Virus threat.

Interviews will be conducted with the stratified population with a compilation of data as to which confirmation is strongest under the decision rule.

Decision Rule

If the relational percentage number of persons have changed their sleeve length preference due to the heightened awareness of the West Nile Virus threat then the current marketing strategy needs to be revised. If the relational percentage number of persons have changed their sleeve length preference for other than the heightened awareness of the West Nile Virus threat then the current marketing strategy does not need to be revised.