Sketch a research proposal on the subject of consumer ambivalence, i.e., the simultaneous or sequential existence of multiple emotional states with respect to products and brands. Your research proposal should focus on ambivalence to a single type of consumer decision such as the purchase of a particular cart, television set, computer, or anything else you choose. The proposal should involve the development of hypotheses and an experimental design that tests the hypotheses. Your research design must be completely original and contribute new knowledge.
There are no absolute page recommendations for full credit. The quality of the submission is the principal concern. That being the case, it will be difficult (but not impossible) to receive full credit with less than three double-spaced pages. So, for example, a proposal for a longitudinal study that has hidden markov models as an analytics tool, and promises to be a genuine contribution to the marketing discipline will receive full credit.
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