Case study $2(10\%)$

Theme: Journal Article on over$-$the$-$counter $($OTC$)$ medicines.

CLO$3$: Analyse consumer buying behavior that will influence customer purchase decision$-$making.

Task:

Use Google Scholar. Find a journal article applying a quantitative method related to over$-$the$-$counter $($OTC$)$ medicines and purchase intentions$*.*$Different groups of different brands. Need assistance from class rep.

Answer the following questions:

$1.$ State the title of the journal article and summary of the abstract in $100$ words. $(1$ Mark$)$

$2.$ State the research objective$($s$)$ of the paper. $(1$ Mark$)$

$3.$ State the underpinning theory used. $(1$ Mark$)$

$4.$ Illustrate the conceptual framework, with IVs and DV$.(1$ Mark$)$

$5.$ Explain the research methodology conducted:

a$.$ Unit of analysis: Who are the respondents, and where and when was the data collected? $(3$ Marks$)$

b$.$ Sampling technique used. $(1$ Mark$)$

c$.$ State the total number of respondents, and how the researchers determine the sample size. $(2$ Marks$)$

$6.$ Illustrate all results based on the research objectives. $(5$ Marks$)$

$7.$ Recommend TWO $(2)$ strategies for the marketers, government, or other stakeholders based on the result of the study. $(5$ Marks$)$