Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 28

Coca-Cola markets PowerAde as a sports drink that competes with Gatorade. Competition for sports drinks is fierce where they are sold in the coolers of convenience stores. Coca-Cola is thinking about using a special holder that fits in a standard convenience-store cooler but moves PowerAde to eye level and makes it more conspicuous than Gatorade. Design an experiment that determines whether the special holder increases the sales of PowerAde in convenience stores. Identify and diagram your experiment. Indicate how the experiment is to be conducted and assess the internal and external validity of your experiment.