Read the case study below and answer to the following questions. Helen had decided that her research project would lie within the area of branding; specifically focusing on the role that colour plays in brand choice. From her review of the literature she knew that colour could prompt a swifter response to a brand than either the written word or imagery and was the quickest path to emotion creation (Hayes et al., 2006). She was very interested in children as a consumer group, especially as they are becoming increasingly targeted as influential consumers. She had read that the average child in the UK sees between 20-40,000 television adverts every year (Lindstrom, 2003) and in research conducted by Roper and Shah (2007), 90% of children had agreed if they saw a brand in a television or magazine advert, it would have a positive effect on their purchase intentions. Helen wanted to explore this attachment with brands further focusing on the question of whether colour played a role in brand choice, and if so, what strategies could be recommended for use by brand managers? Helen decided an experiment would be the best strategy for researching this question. Initially she designed the experiment procedure which included producing mock-up packaging of fictitious brands within the confectionery market. The only difference being the dominant colour in the brand logo. In her experiment she planned to ask children aged 4 to 11 years of age, which one they preferred and why. She decided on colour as a variable as she learnt that on average people make judgements with respect to products within 90 seconds of their initial interactions, and up to 90% of that assessment is based on colour alone (Singh, 2006). The first step was to gain ethical approval. She designed the experiment in line with her University's Code of Ethics and applied to their ethics committee. Her research proposal was however initially rejected. References Hayes, J., Silver, L. & York, R., 2006. Looks matter in developing consumer- brand relationships. Journal of Product and Brand Management, 15(5), pp. 306- 315. Lindstrom, M., 2003. Marketing targets Tweens' dreams. London: Kogan Page. Mayo, E. & Nairn, A., 2009. Consumer Kids: How big business is grooming our children for profit. London: Constable and Robinson Ltd. Roper, S. & Shah, B., 2007. Vulnerable consumers: The social impact of branding on children. Equal Opportunities International, 26(7), pp. 712-728. Singh, S., 2006. Impact of color on marketing. Management Decision, 44(6), pp. 783-789. (a) Helen made use of a wide range of materials in her literature review. (0) Discuss why is it important for Helen to favour scholarly sources rather than popular media sources in her research study. [10 Marks] Based on the following references, identify the type of sources Helen used; [5 Marks] Hayes, J., Silver, L. & York, R., 2006. Looks matter in developing consumer- brand relationships. Journal of Product and Brand Management, 15(5), pp. 306- 315. Lindstrom, M., 2003. Marketing targets Tweens' dreams. London: Kogan Page. Mayo, E. & Nairn, A., 2009. Consumer Kids: How big business is grooming our children for profit. London: Constable and Robinson Ltd. Roper, S. & Shah, B., 2007. Vulnerable consumers. The social impact of branding on children. Equal Opportunities International, 26(7), pp. 712-728. Singh, S., 2006. Impact of color on marketing. Management Decision, 44(6), pp. 783-789. (b) Explain the rationale of Helen in using the experimental research method. [5 Marks] (c) Imagine that you are part of the ethics committee, explain the potential reasons why Helen's proposal was rejected and provide recommendations to Helen. [20 Marks]