Meghan Markle As An Endorser For Splash Research Report

Assignment Task

Meghan Markle As An Endorser For Splash

Meghan Markle is well known as a fashion icon. Over the last year, she has been working on an endorsement deal with Splash Fashion, a high-end fashion brand. However, following the recent interview with Oprah, Splash has noticed that attitudes towards Meghan are mixed. Some people love her, some don’t.

This has prompted Splash to doubt their decision to engage Meghan as a celebrity endorser for their brand.

As a part of the Splash marketing department, you have been tasked with exploring the potential impact of Meghan on the brand. Essentially, your task is to explore “What do people actually think of Meghan and how will it affect Splash?”

Your study’s the key research questions are to examine:

Question

1. How do people perceive Meghan in terms of her likeability and attractiveness?

2. How does this impact on quality perceptions and attitudes towards Splash?

3. Are there differences across different demographic profiles?

4. In order to address this research problem, your task is to conduct a mixed-method research project involving:

• Interviews to learn more about individuals’ perceptions of Meghan in relation to her attractiveness and likeability.
• Surveys to further delineate the effects of Meghan on Splash’s brand perceptions. Fortunately, it turns out that Splash has already commissioned a survey project with Curtin University and has data available for analysis ( see document titled “Meghan and Splash – Study Background, Methodology and Survey Form ). You will not need to conduct the survey data collection but, you will need to analyse the data and synthesise its findings with your findings from (1). The data set will be provided to you for analysis.

Your focus should be on interpreting and communicating results. Merely presenting results is of little value and analyses is useless if it is not linked back to the research context. It may help to think about implications for the relevant industry, the brand’s marketing mix (4 Ps), consumer behaviour, etc.

The report should be broken down into three phases:

Interviews Phase

Your task will be to develop a series of interview questions to address the Research Questions. You will need to provide a brief introduction that you will use to brief the participant on the objectives of the study and other relevant information (e.g. ethics and anonymity) prior to the commencement of the interview. Each member of your group will then need to conduct ONE interview to address the research objectives. Once you have done so, meet up with the group to discuss themes (through a thematic analysis) that you will need to answer the various research questions (which guide the research objectives). You should have at least 3 broad themes that explore perceptions of Meghan (but I suspect you will find more than that). Ensure that you are synthesising the information you gather into themes and not merely listing out different motivations.

Once you have done so, you are expected to develop a list of INSIGHTS which help make sense of what you are seeing (e.g. Insight 1: Many respondents do not find Meghan likeable; or Insight 2: Females are more likely to perceive Meghan as attractive; or Insight 3: Higher affinity to royalty appears to be associated to lower likeability rating for Meghan).

Survey phase

Fortunately, the survey has already been completed and you will not need to create a survey instrument for this phase. However, you will need to analyse the data to provide answers to the research questions. You will need to conduct a minimum of 8 different analyses to fulfill the requirements of this assignment. You will need to conduct a combination of (1) Descriptive (e.g. Frequencies, Cross tabs) (2) T-tests, (3) ANOVAs, (4) correlations; (5) regressions.

Once you have done so, you are expected to develop a list of INSIGHTS which help make sense of the results of your analyses (ee.g. Insight 1: Many respondents do not find Meghan likeable; or Insight 2: Females are more likely to perceive Meghan as attractive; or Insight 3: Higher affinity to royalty appears to be associated to lower likeability rating for Meghan).

Recommendations - Synthesising The Findings

While you would have conducted 2 different types of research methods for this study, you should be synthesising your findings to provide ‘bigger picture’ recommendations. This requires that you integrate, compare and contrast your findings/insights and develop clear explanations for these findings. Bringing these findings together into reasonable and insightful explanations will help you develop useful recommendations for Splash in their decision on whether or not to engage Meghan as their ambassador. A minimum of 3 strong recommendations are required for this assignment. Make sure that you go in depth as to what the organisation should do. You can also draw inspiration on what other organisations are doing but make sure you adapt them to allow for differentiation.

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