To Do List Due Date

Have a conference with Mrs. Sasser to discuss vetted survey 3/2/18-3/5/18

questions and overall effectiveness of data collection and the method
which I will use to collect my data

There are two vetted surveys which will be merged to aid in the proving of how effective
sensory marketing is. The first is from Economics Professor Richard Bagozzi’ book, Causal
Models in Marketing, which contains vetted questions contrasting a company’s product with
a brand narrative and the a similar product from the same company without a brand
narrative and allowing the subject to answer which product they are more likely to
purchase, barring other factors such as price and loyalty to a brand. The other source for
vetted questions is the Stanford study which compares the behavior of subjects who have
become loyal to a brand versus those who have not.

Bagozzi, Richard P. Causal Models in Marketing. Wiley, 1980.

Fraser, Scott C., and Jonathan L. Freedman. “Compliance without Pressure: The Foot-in-
the-Door Technique.” Stanford University, vol. 4, no. 2, 1966.

IR Research Paper Final Draft along with a cohesive, understandable 3/9/18 (Bringing
data collection summary which highlights my data collection methods in on Monday)
and the intended audience: aspiring businesspeople

https://docs.google.com/document/d/10zZRm-
GccuWL62ym1p2Mxoe6UZaPh8ONbBUSDIiWv8Q/edit?usp=sharing

Begin the method which I will use to collect data according to what 3/16/18
Mrs. Sasser has recommended and analyze the results in a written
medium

https://docs.google.com/document/d/1jVzFgSr0DASBzRzDk44feBvqVvo2Vj0bLGiPU69Xb
zE/edit?usp=sharing

Compile information, summarizing what the pictures and charts of my 3/23/18

final interactive project represent and begin writing up what I will talk
about
https://docs.google.com/document/d/1tRNuzKyHjPefWvcK_6nMmLMffr4YjLLezK1j4njPdsE
/edit?usp=sharing

VISUAL DISPLAY DUE/Project with pictures and charts and fewer 3/29/18
words completed and begin practicing the presentation

Assort the data collected into data tables and use Microsoft Excel to 4/6/18
transfer the data in tables into interactive and easily comprehensible
data charts

https://docs.google.com/document/d/1OnH9PGpUTDvS3N6TihOQcLv3zrAWfU2-
PCg9v04U8M8/edit?usp=sharing

Begin creating the script for the classroom presentations which will 4/13/18
begin to be executed after AP tests and before June 1st based on the
data collection
To determine the efficacy of marketing techniques used to market luxury brands,
specifically, brand narratives and the implementation of reciprocity between consumers
and retailers, a questionnaire made on Google Forms was prepared and released. In the
age groups of 14-18 years, 19-25 years, 26-35 years, and 35-60 years, five men and five
women were asked to answer one question regarding reciprocity and how effective the
foot-in-the-door technique serves to be and five questions regarding the efficacy of luxury
brand narratives and their implementation when selling products. The age group between
the ages of 14-18 years were acquired through an email request to the students in a class
at River Hill High School where the rest of the three age groups were accessed through a
request made on the private and monitored Facebook page, ‘Clarksville Happenings.’ As
there are more than the needed number of survey respondents on the Facebook page, the
received responses were cut off at five replies from each gender in the needed age groups.
The survey asked for the respondent’s full name, email address, gender, and age group.
The rest of the questions’ responses were formulated into pie charts to display the efficacy
or lack thereof of both subjected sensory marketing techniques.

Begin an analysis of the data collected and a collection that can be 4/20/18
drawn to a conclusion related to the topic and thesis

In order to comprehend the vast effect of different techniques used in psychological

marketing by both generic and luxury brands, a recent survey (n = 80) conducted with people both
presently and formerly in the Howard County community solicited the understanding which people
of various age groups had on how companies use psychological marketing in order to sway public
interests in their audiences. This form of data collection consisted of voluntary polling regarding
which marketing technique between two in a given scenario may seem most appealing to the
volunteer.
When considering the differences in the perceptions of people in the given age groups of 14-
18, 19-25 , 26-35, and 35-60, a wide variety of responses from those who have a fiscally
undetermined outlook to the questions followed by more and more fiscally responsible age groups
are received. Even for those who are fiscally responsible, there remain psychological marketing
techniques introduced in the survey which present a facade of a more-than-realistically appealing
product or service These techniques are examples of reciprocity between customers and service
providers and a brand narrative which pulls at the sympathies of the customer. Reciprocity is
introduced as a principle similar to “you scratch my back, I’ll scratch yours” where if a consumer is
rewarded for loyalty it will have positive ramifications across the metaphorical financial board while
simultaneously appealing to situations which make consumers feel comfortable. Similarly brand
narratives make consumers perceive the brand as more homely by indulging the consumer in a story
of the creation or hardships of the company to gain the sympathies of the consumer.
The experimental data shown below is an example of the responses for both the
psychological marketing factors, first for reciprocity and second for brand narratives. As shown, a
great majority of 70:30 would agree to reply to questions again after this survey once they have
already filled out the present survey. This is a specific example of a display of reciprocity called
‘the-foot-in-the-door-’ technique where the subject is more likely to indulge in a similar action (in
this case, filling out another survey) once they have performed a similar action with that party
before. In the second chart, a scenario with a given amount of allotted money and a luxury brand and
generic brand’s marketing pitch are presented to the volunteer (in this case, an option for Bulgari
was pitted against an option for Walmart). As the luxury brand uses brand narratives to attract a
consumer base, the luxury brand, Bulgari’s marketing pitch attracted 57.5% of the votes to the
Walmart narrative’s 25%. This display of the strength luxury brand’s narratives when used as
vehicles of psychological marketing is even more impressive as a majority of the responses go
towards Bulgari even though it is more expensive (and therefore inherently less appealing) than its
generic brand counterpart in Walmart.

Finalize an analysis of the data collected and a collection that can be 4/27/18
drawn to a conclusion related to the topic and thesis with a more
advanced script

https://docs.google.com/document/d/1n_mPQjDtb3uSQXaCsJOdBo7fpJUpVSipXoanG9lcd
VA/edit?usp=sharing

Begin the Final Paper integration of my data analysis and an appendix 5/4/18
including my data tables and upload it to turn-it-in for a 12% or less

https://docs.google.com/document/d/1-ZE9qbQMUsU4xIpup546YVCbYgBaom-
0JdKQ7k32xLw/edit?usp=sharing

Complete the Final Paper integration of my data analysis and an 5/11/18

appendix including my data tables and upload it to turn-it-in for a 12%
or less
 https://docs.google.com/document/d/1-ZE9qbQMUsU4xIpup546YVCbYgBaom-
0JdKQ7k32xLw/edit?usp=sharing

Review and finalize calendar and rubric for my final project with Ms. 5/18/18
Sasser and begin website

https://docs.google.com/document/d/19dIbfM3O1Nm3C-Eycg-
Uwe6y5pTU86L9ccZZv2qeIjo/edit?usp=sharing

The final product will be an interactive presentation to a group of aspiring business-

oriented individuals. This will contrast the monumental impact of marketing techniques such as
having a brand narrative and a sense of reciprocity have on expanding a brand’s consumer
base as accredited to by CEO’s of various brands and supported by an increase of revenue
resulting concurrently to these announcements. This interactive presentation will highlight how
these techniques are so effective that they can even make people who would not normally be
interested in buying such products, heavily invested in the brand and the activities within it. The
presentation will incorporate immersive slides in a powerpoint format which engages the
audience.
Data Collection Summary Part One:

● The topic that is hoped to be confirmed through this data collection process is that
sensory marketing techniques play a large role in attracting customers to luxury brands.
Specifically, through this questionnaire, the effective nature of a brand narrative along
with a consistent interaction with the consumer will be explored.

● The intended method of data collection is a questionnaire survey as it will allow for a
structured representation of how respondents react to certain instances pertaining to
decisions made on the basis of the type of marketing used.

● There are two vetted surveys which will be merged to aid in the proving of how effective
sensory marketing is. The first is from Economics Professor Richard Bagozzi’ book,
Causal Models in Marketing, which contains vetted questions contrasting a company’s
product with a brand narrative and the a similar product from the same company without
a brand narrative and allowing the subject to answer which product they are more likely
to purchase, barring other factors such as price and loyalty to a brand. The other source
for vetted questions is the Stanford study which compares the behavior of subjects who
have become loyal to a brand versus those who have not.

Bagozzi, Richard P. Causal Models in Marketing. Wiley, 1980.

Fraser, Scott C., and Jonathan L. Freedman. “Compliance without Pressure: The Foot-in-
the-Door Technique.” Stanford University, vol. 4, no. 2, 1966.

● The intended audience who will be subject to answering the questions is an equal
amount of male and female respondents in the age groups of 14-18 (Through 3rd Period
IR Students), 19-25 (Through Former IM Students), 26-35 (Through Former IM
Students), and 35-60 (Through Clarksville Happenings Facebook Page) as this will allow
for a wide variety of responses from those who have a fissically undetermined outlook to
the questions followed by more and more fiscally responsible age groups. This follows a
combination of the two formats the vetted surveys used to determine who the responses
are coming from. The projected number of responses that are to be received is 32, four
male and female respondents for each age group. The group who may benefit from this
questionnaire will service is the businesses with a cohesive product and/or service
available on the market with little exposure to a consumer base as this will aid in
expanding and strengthening that consumer base. The distribution process for this
questionnaire in the currently technologically savvy age will be over a google form for
which the link will be emailed to a group of individuals who are of appropriate genders
and ages and if certain individuals’ responses are not submitted by a deadline, they will
be replaced by someone of near identical age and the same gender. The data will be
beneficial to aspiring business people therefore presenting to the Future Business
Leaders of America members would be an effective vehicle of my data collection.