Final Test

Research Business
IMP-31 May 2021
FEB USK
Time: 14.00 -18.00

1. Design Likert scales to measure the usefulness of the Louis Vuitton Möet Hennessy
website. Visit the site at www.lvmh.com and rate it on the scales that you have
developed. After your site visit, were there any aspects of usefulness that you had not
considered in devising your scales, what were they and why were they not apparent
before you made your site visit?
Exercise Ch.12

2. You have been hired as a management trainee by a firm that manufactures major
household appliances. Your boss has asked you to develop a questionnaire to determine
how households plan, purchase and use major appliances. This questionnaire is to be
used in five European countries. Design a full questionnaire using survey software such
as Google Forms, Qualtrics or SurveyMonkey. However, after you have done, you don’t
really like it, and you feel that you do not really have a good expertise or the experience
to construct such a complex questionnaire. Present your case to your boss.
Exercise Ch.13

3. Visit www.ralphlauren.com (or your local equivalent) and collect further secondary data
and intelligence to obtain information on the segmentation strategy of Ralph Lauren. As
the vice president of marketing for Ralph Lauren, what information would you like to
support decisions around an idea to launch a new line of unisex shirts in Europe?
Imagine that the company had launched these shirts and wanted to determine initial
consumer reactions. If non-probability sampling were used, which sampling technique
would you recommend and why?
Exercise Ch. 14

Good luck!!