# Marketing Research Project

Topics: Factor analysis, Principal component analysis, Celebrity Pages: 25 (4541 words) Published: September 16, 2010

INTRODUCTION5

LITERATURE REVIEW7

PURPOSE, SCOPE AND LIMITATIONS8

RESEARCH OBJECTIVE9

Primary Objective9

Secondary Objective10

METHODOLOGY10

Type of Research Design10

Primary Data Sources11

Secondary Data Sources11

Scaling Techniques11

Questionnaire Development11

Sampling Techniques11

Data Collection11

Data Analysis11

Methodology11

Tools11

Data Evaluation12

Data Analysis12

Factor Analysis12

Regression Analysis12

RESULTS12

Focus Group Discussion12

Reliability Of The Questionnaire13

Factor Analysis15

Total Variance Explained16

Rotated Component Matrix17

Regression Analysis18

Dependent Variable19

Independent Variables19

Colinearity Statistics19

Table 4: Colinearity statistics19

Model Summary19

Coefficients20

CONCLUSIONS AND RECOMMENDATIONS20

RECOMMENDATIONS21

ANNEXURE 1(QUESTIONNAIRE)22

ANNEXURE 2(SCREE PLOT)25

REFERENCES26

LIST OF TABLES

Table 1: KMO and Bartlett's Test16

Table 2: Total Variance Explained17

Table 3: Rotated Component Matrix18

Table 4: Colinearity statistics19

Table 5: Model Summary20

Table 6: Coefficients20

INTRODUCTION

This study focuses on a specific aspect of celebrity attitude formation, specifically the attraction and apparent strengthening of attitudes toward a celebrity after their death. Fortune recently released its annual review of dead celebrities’ current earnings, with Elvis still the leading revenue producer 30 years after his death[1]. This study seeks to understand what factors influence such...

References: 1. Ross D. Patty et al(2009), The use of dead celebrity in advertisement and marketing, Journal of Advertising; Winter 2009; 38, 4; ABI/INFORM Global, pg. 37.
2. Robert D. Evans, Jr et al (2009), Elvis: Dead and Loving It - The Influence of Attraction, Nostalgia, and Risk in Dead Celebrity Attitude Formation, Journal of Management and Marketing Research.
3. Robert E Carr(1997), Why are dead athletes better than live ones?, Sporting Goods Business; Mar 24, 1997; 30, 5; ABI/INFORM Global, pg. 66.
4. McCracken, G. (1989), who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, December 1989, 310-32.
5. McGuire, William J. (1985) Attitudes and Attitude changes, Handbook of Social Psychology, Eds.Gardner Linzey and Elliot Aronson, vol. 2, NY: Random House, pp. 233-346.
6. Roozen et al(2009), The Relative Effectiveness of Celebrity Endorsement for Beauty, High- and Low Involvement Product Print Advertisements.
7. Supriyo Patra (2009), Celebrity Endorsement in India–Emerging Trends and Challenges, Journal of Marketing & Communication.
8. Susan MacDougall(2005), Hobbies, Obsessions And Dead Celebrity Worship.