A researcher can approach the same problem using different methods. For this assignment, your task is to propose two research plans to address the same question, one using a survey design, and another using an experimental design.

Scenario:

As many of you may know, StarbucksLinks to an external site. offers seasonal menus. One of the popular winter/holiday seasonal drinks is the Toasted White Chocolate Mocha during the winter holiday season. Imagine you are a Starbucks marketing researcher. You are asked to explore whether changing the name of this drink to "Winter Wonderland Mocha" would boost sales. On the one hand, the original name "toasted white chocolate mocha" somewhat indicates the major ingredients, and thus is informative without reserving surprises for the consumer. On the other hand, the new name "winter wonderland mocha" does not directly name the ingredients, but it more fully reflects the holiday theme. It is unknown whether switching to the new name would have a positive impact on sales, and your job is to find out.

ANSWER THE FOLLOWING QUESTIONS

1. Describe in detail the survey study that you would conduct if you were a Starbucks marketing researcher trying to decide whether to change the drink's name to Winter Wonderland Mocha. Explain your step-by-step process including: recruitment and measurement; describing in detail so that I can evaluate the feasibility of your study design. Make sure to include at least the following:

• target universe and population, with rationale
• sampling method and rationale
• survey design considerations, including what kind of information you will gather
• survey distribution and data collection methods and rationale
• data analysis method(s) and rationale 75 w ords)

2. Discuss potential representation errors and how to minimize them (max 50 w ords).

3. Discuss potential measurement errors and how to minimize them ( max 50 w ords).

4. Describe in detail the experimental study that you would conduct if you were a Starbucks marketing research trying to decide whether to change the drink's name to Winter Wonderland Mocha. Explain the step-by-step process from recruitment to measurement, describing in detail so that I can evaluate the feasibility of your study design. Make sure to include at least the following:

• recruitment method and rationale
• treatment considerationswhat do you need to keep in mind in designing the experiment?
• measurement specifics max 75 w ords)

5. Explain your control and treatment conditions (Note. Please clearly define whether it is between-subject or within-subject design) max 75 w ords)

6. Discuss potential confounding variables and how to minimize them ( max 50 w ords)

7. Justify the validity of your study max 50 w ords)