MKT403 MODULE 1-5 SLP

Module 2 - Codebook

PLAN THE RESEARCH

Codebook

Spreadsheet Column Variable Name

A ID ID Number

B Version 1 1 - $0.25/$0.50

C CCL C Coca Cola $0.25 cold

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

D CCLW Coca Cola $0.25 warm

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

E CCHC Coca Cola $0.50 cold

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

F CCHW Coca Cola $0.50 warm

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

G SCLC Sam's Cola $0.25 cold

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

H SCLW Sam's Cola $0.25 warm

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

I SCHC Sam's Cola $0.50 cold

1 - most preferred,

2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

J SCHW Sam's Cola $0.50 warm

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

K Gender Gender of Respondent 1 - M, -1 - F

L Time Time of Day 24 hr clock

M Temp1 Temperature Hot 1 - Hot, -1 Not Hot

N Temp2 Temperature Warm 1 - Warm, -1 - Not Warm

O Temp3 Temperature Cool 1 - Cool, -1 - Cool

P Temp4 Temperature Cold 1 - Cold, -1 - Not Cold

Q Age1 Approximate Age of Respondent – Under 30 1 - Under 30, -1 - Not Under 30

R Age2 Approximate Age of Respondent – 30-60 1 - 30-60, -1 - Not 30-60

S Age3 Approximate Age of Respondent – Over 60 1 - Over 60, -1 - Not over 60

S Age3 Approximate Age of Respondent – Over 60 -1 - Not over 60

T Thirsty Instructions 1 – Thirsty -1 – Not Thirsty

And

Spreadsheet Column

Variable Name

A ID ID Number

B Version 2

1 - $2.00/$5.00

C CCLC Coca Cola $2.00 cold

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less

preferred, 5 - least preferred

D CCLW Coca Cola $2.00 warm

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

E CCHC Coca Cola $4.00 cold

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

F CCHW Coca Cola $4.00 warm

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

G SCLC Sam's Cola $2.00 cold

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

H SCLW Sam's Cola $4.00 warm

1 - most preferred, 2 - more preferred, 3 - all others,

4 - less preferred, 5 - least preferred 1 - most preferred, 2 - more preferred, 3 - all others, 4 - less

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I SCHC Sam's Cola $4.00 cold

4 - less preferred, 5 - least preferred

J SCHW Sam's Cola $4.00 warm

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred

K Gender Gender of Respondent 1 - M, -1 - F

L Time Time of Day 24 hr clock

M Temp1 Temperature 1

1 - Hot, -1 Not Hot

N Temp2 Temperature 2

1 - Warm, -1 - Not Warm

O Temp3 Temperature 3

1 - Cool, -1 - Cool

P Temp4 Temperature 4

1 - Cold, -1 - Not Cold

Q Age1 Approximate Age of Respondent 1

1 - Under 30, -1 - Not Under 30

R Age2 Approximate Age of Respondent 2 1 - 30-60, -1 - Not 30-60

S Age3 Approximate Age of Respondent 3

1 - Over 60, -1 - Not over 60

T Thirsty Instructions

1 – Thirsty

-1 – Not

Thirsty

Note that if I used the paired comparison approach to data collection, instead of

1 - most preferred, 2 - more preferred, 3 - all others, 4 - less preferred, 5 - least preferred;

I would enter into the appropriate cells in the appropriate columns the number of times each product was chosen.