whereby assigning codes and labeling each participant comment/quote, each new thought/idea therein, will allow to determine common categories or themes across the entries for each question. This information will then be further synthesized. The end result will be a short summary of findings for each sub-category noting similarities and differences across groups, supported by powerful quotes for each sub-section. • Online Surveys Linear regression modeling is recommended as the analytical tool given there are many variables that are important to understand. In brief, linear regression focuses on identifying the degree of association between the dependent and independent variables (Reisinger, 1997). In this case the dependent variable is around perceptions and attitudes, with many independent variables such as price, brand, packaging etc. Thus, it is the ideal model to ascertain which factors and to what extent influence consumer purchase decisions for the brands under study. Alpha Research is confident that the outlined approach to analysis will yield required information to address the research question and in turn give direction to five:am’s marketing strategy.
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