8/17/2019 Sample and Research Design

1/2

Sample and research design

The group of voluntary students and pupils in Binh Duong and Ho Chi Minh is chosen as

convenient, credible and efficient sample in the survey. I chose ThP as a target brand and Coca

cola as the close competitor.

To begin ith, the respondents ere re!uested to anser several demographic !uestions"

including the age and gender" and their preference for, commitment to, and the usage of the soft#

drin$s in !uestion %Tan Hiep Phat and Coca#cola&.

'fter, the initial information regarding the negative corporate actions of the Tan Hiep

Phat Company as given. Through that, I divide the sample into to group( one is boycotter and

one is not. I call segment ' and segment B respectively.

 )e*t, to test the first hypothesis, I e*plain my assumption my to segments to read a

nes about the unrealted positive information about Tan Hiep Phat.

 +imilarly, to test the second one, I also provided the negative information about

CocaCola. To segments ere as$ed to e*press their thoutghs about ta* evoision of CocaCola

ietnam.

The final one, I provided the negative information about Coca Cola product, li$e the

unusual things or insects in bottles, the color changes in Coca Cola products.

Table 1. The framework for studies 1 and 2

Study 1a Study 1b Study 2

-esponse

+egments

Information

instruction

THP and

/THPu %Corp&

THP and 0 CC

%Coca#Cola Corp&

Co$e and 0 CP

%Coca#Cola

 product&

+egment ' Boycott 1 %H1a&

THP2BC and2 %H3a& 0 THP2BC

and 0 CC3 H4 CC2BC and

CP

8/17/2019 Sample and Research Design

2/2

/THPu

+egment B )o instruction0no

direction %no boycott&

4 %H1b&

THP2)D and/THPu

5 %H3b& 0

THP2)D and 0CC

The independent variables( treatment factors %the direction and information response

given&.

/ the initial direction # hether the customer boycott or not.

/ The later response to the initial direction # unrelated positive information about

the boycott target brand, negative corporate information about a close competitor,

or negative product information about a close competitor 

The dependent variabels( li$elihood to forgo the product.