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Abstract

This is part of a case series. This case study introduces students to the fundamentals of marketing research, and in particular descriptive analysis and factor analysis with Cronbach’s alpha coefficient interpretation. It delivers real-life marketing research data to students, and describes a fictitious company, Omicron, to provide the research setting. Omicron is a leading research institute based in the UK which conducts research into the world of consumers. The institute has, among others, a Food Division, which is specialised in understanding consumer trends with respect to various different types of food. The Division has recently launched a project on chocolate consumption, supported by some private food companies and non-profit organisations of consumers. More specifically, the project aims to understand the effects that eating chocolate can have on consumers. This case study could be used independently, or as precursor to Part 2 of the case study, which gives insight into the most frequently used marketing research tools.

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Abstract

This is part of a case series. This case study introduces students to the fundamentals of marketing research, and in particular descriptive analysis and factor analysis with Cronbach’s alpha coefficient interpretation. It delivers real-life marketing research data to students, and describes a fictitious company, Omicron, to provide the research setting. Omicron is a leading research institute based in the UK which conducts research into the world of consumers. The institute has, among others, a Food Division, which is specialised in understanding consumer trends with respect to various different types of food. The Division has recently launched a project on chocolate consumption, supported by some private food companies and non-profit organisations of consumers. More specifically, the project aims to understand the effects that eating chocolate can have on consumers. This case study could be used independently, or as precursor to Part 2 of the case study, which gives insight into the most frequently used marketing research tools.

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