Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 7

Super Savers is a chain of department stores located in large towns and metropolitan centers in the northeastern United States. In order to improve its understanding of the market, management has decided to develop a profile of the "average" customer. You are requested to design the study.
a. What kind of research design will you select Justify your choice.
b. List at least 10 relevant variables.
c. Specify at least four hypotheses. (Note: Remember that a hypothesis is an educated guess about how two or more variables are related. You should indicate how each of the variables would be measured.)
d. Construct dummy tables for four of the variables that you specified in part (b) of this problem and two of the hypotheses developed for part (c)