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Research Proposal
I. Introduction
ABC Shirt Corporation (ABC) has observed a change in consumer preferences for sleeve length in the western region, prompting concerns about the potential impact on sales, particularly if there is a resurgence of the West Nile Virus threat. This research proposal aims to investigate the relationship between consumer preferences for sleeve length and the perceived threat of West Nile Virus in the western region.
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II. Hypothesis
There is a positive correlation between the perceived threat of West Nile Virus and the preference for long-sleeved shirts among consumers in the western region.
III. Variables
Independent Variable: Perceived threat of West Nile Virus
Dependent Variable: Consumer preference for sleeve length
IV. Research Design
Survey Research Design: Given the need to collect data on consumer preferences and perceptions, a survey research design is deemed appropriate. Surveys can efficiently capture a large sample’s opinions and preferences.
V. Sample Selection
Sampling Method: Probabilistic
Type of Probabilistic Sampling: Stratified
Justification: Stratified sampling allows for the division of the population into subgroups based on relevant characteristics (e.g., age, gender, location). In this case, strata can be formed based on geographical locations within the western region. This ensures representation from various areas, providing a more comprehensive understanding of consumer preferences.
Sample Size: To be determined based on the estimated population density in each stratum.
VI. Data Type
Type of Data: Ordinal
Explanation: Ordinal data is suitable for measuring preferences on a scale without assuming equal intervals. It allows for a ranking of preferences without imposing a specific metric.
VII. Data Collection and Measurement
Instrument: A structured questionnaire will be designed, containing items related to consumer preferences for sleeve length and their perception of the West Nile Virus threat. The questionnaire will utilize a Likert scale for ordinal data.
Validity and Reliability: The questionnaire will be pre-tested to ensure validity and reliability. Content validity will be assessed by experts, and test-retest reliability will be conducted.
VIII. Decision Rule
The decision rule will be based on the statistical analysis of survey responses. If the correlation coefficient between the perceived threat of West Nile Virus and the preference for long-sleeved shirts is statistically significant, the hypothesis will be confirmed. The results will guide ABC in determining whether to incorporate a “West Nile Virus” feature into the upcoming summer marketing campaign.
IX. Conclusion
This research proposal outlines a systematic approach to investigate the management dilemma faced by ABC Shirt Corporation. By exploring the relationship between consumer preferences for sleeve length and the perceived threat of West Nile Virus, ABC can make informed decisions to address the potential impact on sales in the western region.
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