Answer ALL Questions

Question $1(8$ marks$)$

Lululemon Athletica Inc., known as Lululemon, is an athletic apparel brand. The marketing director would like to conduct marketing research to understand consumer attitudes toward purchasing athletic apparel products to enhance its market share. Prior studies demonstrate that price and store type significantly influence customer preferences.

The marketing director wants to assess the impact of store types $($branded store, specialized store, department store, and online store$)$ on consumer preferences for athletic apparel products. A total of $442$ female respondents will be randomly assigned to each condition, with purchase intention measured on a $9-$point scale.

$($a$)$ What type of experimental design would be best to adopt and why? $(2$ marks$)$

$($b$)$ Present the research design in $($a$)$ using symbols or notation. $(1$ mark$)$

$($c$)$ After a month of data collection, $442$ responses were gathered $($Dataset$\_$Assignment$2$a$.$sav$).$ Perform the statistical test to address the director's inquiry. Explain your answer and interpret the results. $(3$ marks$)$

$($d$)$ Identify two extraneous variables that may confound the research design and explain how to control them. $(2$ marks$)$