As the goal of this study is to gauge the appeal of purchasing an autonomous Lamborghini car, we had to test what degree of autonomy is most influential in determining its desirability. By degree of autonomy, we mean is the car fully autonomous, where the driver would need to do nothing else except turn the car on and off to get to his/her destination; or is the car semi-autonomous, where the car only has self-parking features. To test our new brand extension idea, we must assess and determine our consumer’s attitudes toward this new product to evaluate the purchasing intention if the product was released. Overall, we plan on spending approximately £3 million total on the creation, testing and determining the results of our research. We will
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Our ideal candidates are 30- 60 year old upper class individuals, typically with incomes above £500,000 annually (Stanganelli, 2017). The reason we chose to define this as our sample, is because of the target market for Lamborghini. Typically, their consumers are more established in the workforce with substantially high incomes, since they can afford such a high price tag, hence we defined our sample in the same range as their target market. As for the design of our study, we are using the degree of autonomy as our independent variable, meaning this is going to be what we manipulate throughout the study. For our dependent variable, we are measuring purchase intention, which will differ based on attitude toward the two different prototypes we are testing. We are going to test our hypothesis by first developing a preliminary research survey to discover our final sample group that will be testing the cars (See Appendix A for survey questions). This survey will be distributed at different car expositions in the UK. These venues will give us a wide variety of candidates, while still being a cluster sample since we are looking for a particular group of individuals. Ideally, we are looking to distribute the preliminary survey to around 2,500 candidates in total since it has a margin of error of 2.2% it will keep our results as accurate as possible (Science Buddies, 2006). To keep costs low we are
Our ideal candidates are 30- 60 year old upper class individuals, typically with incomes above £500,000 annually (Stanganelli, 2017). The reason we chose to define this as our sample, is because of the target market for Lamborghini. Typically, their consumers are more established in the workforce with substantially high incomes, since they can afford such a high price tag, hence we defined our sample in the same range as their target market. As for the design of our study, we are using the degree of autonomy as our independent variable, meaning this is going to be what we manipulate throughout the study. For our dependent variable, we are measuring purchase intention, which will differ based on attitude toward the two different prototypes we are testing. We are going to test our hypothesis by first developing a preliminary research survey to discover our final sample group that will be testing the cars (See Appendix A for survey questions). This survey will be distributed at different car expositions in the UK. These venues will give us a wide variety of candidates, while still being a cluster sample since we are looking for a particular group of individuals. Ideally, we are looking to distribute the preliminary survey to around 2,500 candidates in total since it has a margin of error of 2.2% it will keep our results as accurate as possible (Science Buddies, 2006). To keep costs low we are