References| Page 31-32| Executive Summary In this report, there are lots of researches has been done. In order to successfully finish this research analysis, the author had found 265 people to participate on this survey. Throughout this 265 people, 150 respondents confirmed as the true respondents with the highest accuracy of the information given. The author had used simple random sampling as the method of data collection. This is because this method is simple and it can involve large number of respondents. While for the survey, the author used face to face survey.
The reason is because face to face survey is much easier to get the real answer and the time spent with the respondents will also be long enough to get the wanted information. Throughout this research, the author had followed the MRS code of conduct when they do the analysis. Besides that, limitations like time of information completion, uncertainties of numbers reached in a specific time and the uncooperative of the public. This analysis also shows that Haagen Dazs is an expensive ice cream with healthier, tastier and famous brand that more people will choose on it.
While economy ice cream like Nestle and King’s has more availability, more flavors and cheaper to eat. To: Mr. Pradeep Paraman From: Lee Yaoxiang Subject: Ice Cream Analysis Date:20th November 2012 Research Objectives In this research or analysis, there are some objectives or aims that the researcher need to achieved. For example, what are the attitudes of consumers on the particular brands of ice cream (Haagen Dazs, Nestle, and King’s).
The Business plan on Swot B&B Ice Cream
SWOT analysis is a very useful technique for understanding internal and external environment of the business based on its strengths, weaknesses, opportunities and threats. SWOT analysis on Ben and Jerry’s, we can see the secrets of its success and what are areas for growth. Strengths: 1. Ben and Jerry’s has a well-funded and large-scale parent company. 2. Ben and Jerry’s has a good reputation of ...
Other than that, the researcher needs to know how the attributes of ice cream to influence the buying decision of the consumers.
The attributes of ice cream included the flavor, taste, smell, nutrition facts, and appearance and the design of the ice cream. The next objectives are to find out what kind of attributes make the consumers chose that certain brand. Besides that, it is also important to find out what cognition that the consumers have on the chosen product brand of ice cream. Introduction Things that are going to be discuss in this report is what attributes will the consumers consider about when it comes to the purchasing of ice cream. Researches are to be done is because of many reason.
The first and most important factor is the weather of Malaysia. The weather in Malaysia is hot or summer at all time. Therefore, when it comes to non-rainy season, ice cream is basically what people choose to cure the thirst or heat. There are lots of ice cream brand that can be found in Malaysia and example of it will be Walls, Nestle, Baskin Robbin, Haagen Dazs and many more. Ice cream brands that are going to be analyze is Haagen Dazs, Nestle, and King’s. The reason for choosing these brands is that when all the factors including flavors, popularity and many more compared, these three brands share almost the same figure.
People in Malaysia love ice cream not only because of the all time hot weather, but also different flavor and taste that satisfy them with in a cool way. The most common flavor of ice cream will be the chocolate and vanilla but nowadays, flavors like strawberry, raspberry, blueberry, peanut butter, lime, mango and much more. Besides that, there’s another attribute that will highly influence the buying decision of the consumers that is the environment and decoration of the place of distribution.
Luxury ice cream like Haagen Dazs will always been seen inside the shopping mall or some air-conditioned place. The reason behind this action is because they want to create a comfortable and nice environment for the consumers to enjoy their product. Therefore, luxury ice cream are not only selling their product, but also selling another form of satisfaction to the consumers, that are the sense of pride comfort. Nowadays, the market of ice cream is very big as almost everyone loves icy and cooling food. Not only children loves it, adults or sometimes the aged one can loves ice cream more than you think.
The Term Paper on Swot: Ice Cream and Jerry
1.0 Introduction Ben & Jerry’s Ice Cream, founded in 1978 by two upstarts; Ben Cohen and Jerry Greenfield, is now one of the best homemade well known as a premium ice cream brands. It was firstly started in Burlington, Vermont which has a longer winter season as compared to summer season. It seemed as the worst idea ever to start an ice cream business in such a cold place. However, Ben and ...
Therefore, when ice cream is so welcome and almost everyone loves it, creativity and innovation needs to be considering for the three chosen brand, Haagen Dazs, Nestle and King’s. This is because without something new, something amazing or even something strange yet making people having curiosity on trying it, no brand can survive in the market. When a company is selling a product or services, definitely they need to satisfy the needs and wants of the consumers at all time. If a company fails to do so, they’ve already been left out from the track and sooner or later, their loyal customers will switch to a brand where they felt better.
Thus, consumer’s opinion is the lead of the way for a company. Methodology Basically, what the author is going to talk in this area is the method that used in order to finish the research and analysis for the chosen brand. What is going to discuss here is the technique of sampling, and what is the data collection method. Technique of Sampling When it comes to data collection, lots of method can be used and the three popular methods are the random sampling techniques, systematic sampling techniques and stratified sampling techniques (Royal Geographical Society, 2012).
The author is going to find out how many people eat ice cream without knowing how often this group of people eats. Thus, simple random sampling has been chosen. Other than that, 265 people were involved in the process of data collection or questionnaires survey in order to complete it. ‘Simple random sampling means a subset of a statistical population in which each member of the subset has an equal probability of being chosen. A simple random sample is meant to be an unbiased representation of a group for data collection purpose’ (Investopedia, 2012).
Simple random sampling can be done in many ways. The way which is most original and inflexible is the lottery way (Castillo, 2009).
This simply means that all the people of the chosen population will be appointed with a different or distinct number and every number is going to be located in a box and mingle properly. Then, there will be a person who will select a number from the box. In this process, the people that appointed with a number are the caption for the study. ‘Another way would be to let a computer do a random selection from your population.
The Term Paper on Data collection methods
Introduction Data collection is the process of gathering and measuring information on variables of interest, in an established systematic fashion that enables one to answer stated research questions, test hypotheses, and evaluate outcomes. Data Collection Techniques include the following: Personal Interviews Conducting personal interviews is probably the best method of data collection to gain ...
For populations with a small number of members, it is advisable to use the first method but if the population has many members, a computer-aided random selection is preferred’ (Castillo, 2009).
The main reason of using this sampling technique is because it is suitable for high number of sample populations as there were 265 people involved in the data collection process. Other than that, this technique can fully eliminate preconception and thus, no unfair answers and things can be done more easily. Method of Data Collection
In this area, the author had chosen face to face survey for the method of data collection of primary data. Face to face survey simply means that individual or private interview survey where there is a particular population included. The main reason for the face to face survey is to know what are the consumers or respondents thinking about in order for the marketer to gain more useful data or information. Other than that, face to face survey not only good at getting the answers and feedbacks from the respondents but also to anticipate and notice what the respondents think and how they behave.
This face to face survey able to makes the time for survey to be longer if the talking skills is good enough. Besides that, during the survey if bad comment or negative feedbacks occurred, further explanation maybe can turn the negative feedbacks to positive. Other than that, lots of people or respondents of the survey sometimes will lie or simply give out the answers of the survey. Therefore, by face to face survey, reactions of the respondents whether they are lying or not can be seen easily if they are not a professional liar.
The right answers can be collected easily as the respondents will be uneasy if they lie in front of the surveyor. Next, the feedbacks that obtained from the respondents can determine the behaviors of them and further action will be taken in order to satisfy their needs and wants and enhance the quality of their products and services. Other than knowing what the consumers want, face to face survey can also accurately find out what makes the products or services to be failure in the sales. In the survey, positive comment or feedbacks are good but negative feedbacks could be the flash point of increase sales.
The Essay on Survey and question design
Initial design considerations Before you design your survey Clearly articulate the goals of your survey. Why are you running a survey? What, specifically, will you do with the survey results? How will the information help you improve your customer’s experience with your agency? Make sure that each question will give you the right kind of feedback to achieve your survey goals. When in doubt, ...
When the face to face survey is going on, the surveyor can give thorough explanation, and also to show the respondents what are the coming future plans of the company’s product. Therefore, face to face survey is much better than other kind of data collection method. Respondents will talk more and information collected will be greater and marketer will have more idea on the enhancing and developing of products. For the secondary data collection method, the author had used the online data collection. This means that the survey form has been developed and the surveyor will choose a group of target respondents to distribute for.
Online data collection is easy and fast to get results. Respondents will only have to read and click for few minutes, then the results is out. But, this is not a good way of collecting data as data may not be that accurate, and nowadays there’s a lots of cheater around the world of cyber in order to get people’s data. Therefore, this method might face lots of problem. Questionnaires The author along with his three members created the questionnaires. The survey form or the questionnaires is basically consists of the different attributes of three chosen brand of ice cream.
The questions in the survey form are made up of two types of method that is the open ended questions and also close ended questions. An open ended question basically contains an answer where it is more than answer. This simply means that the question itself will make the respondents to answer and gives further explanation based on their own words. The question of open ended generally will be more objective and not only focus on an answer but an explanation. An example of open ended question will be, “What is your experience on our latest ice cream products? ” The open ended questions were asked when it comes to face to face survey.
Questions like perception of ice cream, problem recognition, and also feedbacks on ice cream definitely in the area of open ended questions as these requires the respondents to give further explanation rather than yes or no. Other than open ended questions to get more information from the respondents, the author used close ended questions too. Close ended questions are normally contains multiple choice answer and this is exactly what the author do for the questionnaires. The questionnaires have multiple choice answers and respondents will only need to fill it up and give no further explanation.
The Term Paper on Uncle Jack Father Cream Ice
My Own Personal Experience with the Horror of Sexual Harassment A Realistic Fictional Work Written in the First Person to Educate Others on What to Do It was a stormy night when I first came to grips with the horror that lay ahead. Everybody loved Uncle Jack, but not me, at least not since IT happened. And it was every since IT happened that I knew for certainty when this day came that I would be ...
Basically, the answer of close ended question is “Yes” or “No”. A close ended question is only an external understanding of the respondents and for further understanding, open ended question will do. Besides that, close ended question have the function of acknowledgement and clarification. An example of close ended question will be, “Is the chocolate flavor ice cream your favorite? ” Inside the questionnaires, question like gender, age group, marital status, ethnicity, religion, education level, household income and living environment were in the close ended questions form. MRS Code of Conduct The comprehensive MRS Code of Conduct covers research from the inception to design and from execution to use. It is relevant for market, social and opinion research. Our Regulations cover legal requirements and how these apply to research’ (MRS, 2012).
Therefore, the author and his group member follow the rule of MRS code of conduct when they are conducting the survey or questionnaires. Right before the survey is begin, the MRS code of conduct has been explained and respondents are well aware of it and of course, the aim of this survey is not left out too. Research Limitations
There are several limitations on the survey or data collection and it is limitation of the time, public or target respondents not willing to cooperate and data inaccuracy. The first limitation is the limitation of time. The researchers need to get 150 respondents (Appendix 1, 2) for their data collection and time given is only two days. Within these two days, 150 respondents have been reached and the researchers had contacted with approximately 265 people for the survey. Another limitation is that some of the people are unwilling to cooperate with the researchers. Some of them just ran away or don’t even bother what the researchers said.
The Business plan on Swot Analysis of Ice Cream Industry
Strengths •Newly established company producing quality product with good taste. •Joint venture project •Directors are well experienced and credible. •Back up by the entire current and fixed assets of the project. •Wide variety of unique ice cream and dessert flavors. •Strong presence and support of its associated sister concern s The bakery café. High quality product. Established and recognized ...
The target respondents might be afraid of cheaters or over protective. The last limitation is the inaccuracy of the data collected. This is because some of the respondents are rushing for time and they barely have time to talk with the researchers and just simply tick the answers. Other than that, some respondents are just having fun by simply ticking and some of it just perfunctory entertained the researchers. Primary Data Analysis For the analysis part, the researchers as the leader had done 39 questionnaires survey while the other three members finished 37 sheets of survey.
The brand that the researchers need to have an analysis on it is Haagen Dazs, Nestle, and King’s. The demographic data table (Appendix 1, 2) shows how many people and information of them. The gender (Appendix 3) that consumed ice cream regardless of the frequency is female (62%) and male (38%).
While the age group (Appendix 4) shows that the age of 18-25 (22%), age 26-34 (52%), age 35-43 (17. 3%), age 44-52 (2. 7%) consumed ice cream. Other than that, the marital status (Appendix 5) shows (66%) of respondents are single, (23. 3%) are married, (6%) are widowed, and (4. 7%) are divorced. Ethnicity (Appendix 6) of the respondents is (27. %) are Malay, (48%) are Chinese, (20. 7%) are Indian and (4%) are others. Religious affiliation (Appendix 7) shows that (28%) of the 150 respondents are Islam, (29%) are Buddha, (30. 7%) are Christian, (12%) are others. Education level (Appendix 8) shows that (6%) out of the 150 respondents are primary school, (10. 7%) are secondary school, (11%) are certificate, (24%) are diploma, (19. 3%) are bachelor degree, (15. 3%) are master degree, (8%) are doctor degree, and (5. 3%) are professional degree. Employment (Appendix 9) shows that (4. 7%) of 150 respondents are self employed, (49. 3%) are employee, (9. 3%) are unemployed, (34. %) are student, and (2%) are retirees. The household annual income (Appendix 10) shows that (31. 3%) are below RM1000, (50. 7%) are RM1001-RM2000, (14%) are RM2001-RM3000, (2. 7%) are RM3001-RM4000, (1. 3%) are RM4001 above. The living environment (Appendix 11) shows that (29. 3%) of 150 respondents live in suburban area, (75%) lives in urban area, and (20. 7%) lives in rural area. The next analysis is the product knowledge and attributes analysis (Appendix 12).
This is an analysis where the price, brand, flavor, ingredient, quality, texture and other data will be found. The first analysis is the product knowledge analysis (Appendix 13).
It shows that (22%) out of 150 respondents care about the price of ice cream. There is (28%) of 150 respondents care about the brand, (35%) of 150 respondents care about the flavor, (7%) of 150 respondents care about the ingredient, (2. 7%) of 150 respondents care about the quality, (4. 0%) of 150 respondents care about the texture of ice cream. Besides that, the brand familiarity analysis (Appendix 14) showed which brand first comes to the mind of consumers when they heard the words ice cream. The product familiarity analysis (Appendix 15) shows that (21. 8%) of 150 respondents think about Haagen Dazs, (24. %) think about Walls, (21. 2%) think about Nestle, (19. 1%) think about Baskin Robbin, (5. 8%) think about New Zealand Natural, (3. 5%) think about Gelato, (0. 8%) think about Hershey, (3. 1%) think about King’s and (0. 2%) think about other brands. Next, it is the quality analysis (Appendix 16) of the ice cream. It shows that (10. 7%) of 150 respondents disagreed that the brand is associated with the quality while (89. 3%) of 150 respondents agreed that the brand must be associated with the quality of the ice cream. Other than that, the price is also an important issue for the consumers buying behavior.
The percentage (Appendix 17) of respondents choosing the type of ice cream shows that (45%) of 150 respondents chose economy ice cream while (55%) of 150 respondents chose luxury ice cream. The next analysis is the flavor analysis (Appendix 18).
It shows that (27. 5%) of 150 respondents chose Chocolate flavor, (45%) chose Vanilla flavor, (4. 7%) chose Strawberry flavor, (4%) chose Caramel flavor, (15%) chose Fruity flavor while (1. 7%) chose others flavor. These above data is for the conventional flavor. Next, it will be the mixed flavor analysis. It shows that (50%) of 150 respondents chose cookies and chocolate flavor, (16. %) chose vanilla caramel, (20%) chose cookies and cream, (6. 7%) chose vanilla strawberry and lastly (6. 7%) chose dark chocolate. The product ingredient analysis (Appendix 19) shows what ingredient do the consumers like and do they take the nutrition factors into their buying decision when they want to purchase ice cream. Other than that, reference group analysis (Appendix 20) shows how much percentage of consumers will seek for references when they want to try a new brand or flavor of ice cream. The analysis shows that (88. 7%) of 150 respondents will seek for references while (11. %) will not seek for references or information when they try new brand or flavors of ice cream. For the next analysis it will be the problem recognition analysis (Appendix 21) where it will show what kind of situation will make the consumers eat ice cream. (23%) of 150 respondents chose hot weather, (27%) chose ice cream promotional season, (47%) chose when the introduction of new flavor, and (3%) chose when they suddenly want to eat. People in Malaysia care more about people’s words rather than the voice of themselves. This situation clearly reflects on the result of the references group analysis.
The perception analysis (Appendix 22) shows how the respondents think about the three brands that is Haagen Dazs, Nestle and King’s. 42 respondents think that Haagen Dazs is expensive while 3 respondents think Nestle expensive and 3 respondents think King’s expensive. Besides that, 33 respondents think that Haagen Dazs is having more quality, 5 respondents think Nestle having more quality, and 10 respondents think King’s having more quality. For the health issue, 44 respondents think Haagen Dazs is healthier, 6 respondents think Nestle is healthier, and 9 respondents think King’s is healthier.
Besides that, 57 respondents think that Haagen Dazs is famous, 48 respondents think Nestle is famous while 33 respondents think King’s is famous. This perception analysis clearly shows the respondents think that Haagen Dazs is something expensive, yet healthier, more quality, tasty, and famous than Nestle, and King’s. Other than that, in terms of availability of ice cream, Nestle and King’s are having a positive number and these two brand also have diversify flavor that the respondents would like to try. Fishbein Model
According to Ryan and Bonfield (2007) Fishbein model was derived from Dulany’s theory of propositional control as a means of studying relationships among attitude, behavior, and other variables. Behavioral intention is viewed as a mediator between behavior and attitude and social influence. Theoretical development and research testing the model are reviewed. After the data collected, applying Fishbein model for analysis is the most suitable steps. This is because the Fishbein model will helps to indetify the attitudes of consumers and what perception the consumers have towards Haagen Dazs, Nestle and King’s ice cream.
The attitudes of consumers on the three brand of ice cream is basically affected by the attributes of ice cream which is the flavor, taste, price, level of famous and many more. This is an example of Fishbein model (Appendix 23).
Conclusion Throughout this research, it clearly shows that it is important to understand the attitudes of the consumers in order to make sure that marketers meet the needs and wants of consumers that are constantly changing. Then only the consumers will feel that their voices had been heard. This will not only make the consumers think that they had been respected but also have more trustworthy on the brand.
Normally, the attitude of consumers will greatly affects the buying behavior and their buying decision. Therefore, their attitudes are constantly and if the attributes of the brand products are good and satisfying, consumers might buy the product. Besides that, if the marketer able to turn the brand weakness into a brand superiority, definitely consumers will like it more. If the situation continues, no matter Haagen Dazs, Nestle or King’s will turn into an ice cream company that has the most loyalty fans or consumers. Recommendations
Researches should be done more on the different preferences of the consumers and it should also include their needs, expectations and satisfactions. Brand like Haagen Dazs should have more diversified flavors and product in order to attract more consumers. This is because the consumers nowadays like to try something new especially gourmet. Therefore, if there is more flavor and product, adding up with a nice packaging, definitely will attract more and more customers. If this situation really happens, it will not only guarantee positive feedbacks, but also guarantee customers and sales revenue!
Innovation on flavors of ice cream should always follow the footsteps of consumers as they care about flavors the most. If these things had been done, no matter Haagen Dazs, Nestle or King’s will be the top competitor in the field of ice cream as they focus on the customer’s needs and wants. Appendix Appendix 1, 2-150 Respondents and Demographic Analysis. No| Profile| Respondent| Number of Respondent| Pecentage(%)| 1| Gender| Male| 57| 38| | | Female| 93| 62| | | Total| 150| 100%| | Age| 18-25| 42| 28%| | | 26-34| 78| 52%| | | 35-43| 26| 17. 3%| | | 44-52| 4| 2. 7%| | | 53-61| 0| 0%| | 62 & above| 0| 0%| | | Total| 150| 100%| | | Total Mode of Age=26-34| | | | | Total mean of Age=25| | | 3| Marital Status| Married| 35| 23. 3%| | | Single| 99| 66%| | | widowed| 9| 6%| | | Divorced| 7| 4. 7%| | | Total| 150| 100%| 4. | Children under 16 living in your household| None| 68| 45. 3%| | | 1-2| 45| 30%| | | 3-4| 28| 18. 70%| | | 5 & above| 9| 6%| | | Total| 150| 100%| 5| Ethnicity| Malay| 41| 27. 3%| | | Chinese| 72| 48%| | | India| 31| 20. 7%| | | Others| 6| 4%| | | Total| 150| 100%| 6. | Religious Affiliation| Islam| 42| 28%| | Buddha| 44| 29. 3%| | | Christianity| 46| 30.
7%| | | Others| 18| 12%| | | Total| 150| 100%| 7. | Highest Education achieved to date| Primary School| 9| 6%| | | Secondary school| 16| 10. 7%| | | Technical School/Certificate| 17| 11. 3%| | | Diploma| 36| 24| | | Bachelor’s Degree| 29| 19. 3%| | | Master ‘s Degree| 23| 15. 3%| | | date Doctoral Degree| 12| 8%| | | Professional Degree| 8| 5. 3%| | | None| 0| 0%| | | Total| 150| 100%| 8| Employment| Self employed| 7| 4. 7%| | | Employee(Full/Part time)| 74| 49. 3%| | | Unemployed| 14| 9. 3%| | | Student| 52| 34. 7%| | | retired| 3| 2%| | Total| 150| 100%| 9| Household Annual Income| RM10000 &below| 17| 11. 3%| | | RM10001-40000 | 26| 17. 3%| | | RM40001-70000| 34| 22. 7%| | | RM70001-100000| 58| 38. 7%| | | RM100001-130000| 11| 7. 3| | | Above Rm130000| 4| 2. 7%| | | Total| 150| 100%| 10. | Living Environment| Suburban| 44| 29. 3%| | | Urban| 75| 50%| | | Rural| 31| 20. 7%| | | Total| 150| 100%| Appendix 3- Gender of Respondents Appendix 4- Age Group Appendix 5- Marital Status Appendix 6- Ethnicity Appendix 7- Religious Affiliation Appendix 8- Education Level
Appendix 9- Employment Appendix 10- Household Annual Income Appendix 11- Living Environment Appendix 12- Product Knowledge and Attributes Analysis When Purchasing Ice-cream, which attributes do u care mostly? Attribute| Respondent| Percentage(%)| Price| 33| 22%| Brand| 42| 28%| Flavour| 53| 35. 3%| Ingredient| 10| 6. 67%| Quality| 4| 2. 7%| Texture| 6| 4%| Others| 2| 1. 3%| Total| 150| 100%| Appendix 13- Product Knowledge Analysis Appendix 14- Brand Familiarity Analysis When we talk about Ice cream,which brands come to your mind immediately? Brands| Fequency| Percentage (%)| Haagen Dazs| 105| 21. 8%| Wall’s | 118| 24. %| Nestle| 102| 21. 2%| Baskin Robbins| 92| 19. 1%| New Zealand Natural| 28| 5. 8%| Gelato| 17| 3. 5%| Hershey| 4| 0. 8%| King| 15| 3. 1%| Others| 1| 0. 2%| Total| 482| 100%| Appendix 15- Product Familiarity Analysis Appendix 16- Quality Analysis Appendix 17- Percentage Appendix 18- Flavor Analysis Appendix 19- Product Ingredients Analysis Description| Rating| Respondent| Percentage (%)| What kind of ingredients do you prefer? | Natural ingredients| 138| 92| | Artificial| 5| 3. 3| | Don’t Care| 7| 4. 7| | Total| 150| 100| Is the nutrition of ice-creams taken into consideration before making purchase? | Yes| 118| 78. | | No| 17| 11. 3| | Don’t Care| 15| 10| | Total| 150| 100| Appendix 20- Reference Group Analysis Would you try a new ice cream brand/ flavor that recommended by your friends or family? Appendix 21- Problem Recognition Analysis Usually under what conditions you will want to eat ice cream? Appendix 22- Perception Analysis Appendix 23- Fishbein Model Ao=[SUM]BiEi where: Ao = the overall attitude toward object o Bi = the strength of the belief that object o has some particular attribute i Ei = the evaluation of the goodness or badness of attribute i Note that the evaluative component serves as something of a weight.
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