Display Demo ICE

A manufacturer of irons, Bajaj, ties up with a certain chain of electronics

retailers. Somehow, the VP (Marketing), Manoj Sharma feels that consumers
are not paying enough attention to Bajaj irons and awareness for their brand is
low; this in turn leads to lower market share for Bajaj. So in an attempt to
enhance attentiveness of consumers, Manoj Sharma conducts an experiment
in 40 outlets of the said retail chain. He varies display (ordinary or special) and
product demonstrations (absent or present) systematically. The data are in the
file “display demo.sav”. He measures attentiveness with multi-item pre-
existing scales and obtains a high Cronbach alpha (of 0.85) for this construct.
Analyse the data and advise him. What should he do?

he should redo the qualtitative research and when he does it once more he
comes up with a new set of variables. We use those variables to do the
experiment. If he comes up with a qualititative research with the same
variables we will have to come up with stronger manipulations.