Design a study to investigate whether slogans linked to a brand are recalled significantly more than slogans which are not linked to a brand.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2018). The mark or mark type is shown in brackets.

1. (a) Typical features for experimental design (if applicable): type, IV, DV, controls, experimental design.
2. (a) Typical features for observations (if applicable): type, setting, response categories, sampling frame, number of observers.
3. (a) Typical features for questionnaires/interviews (if applicable): type, setting, example questions. Scoring/rating scale, analysis of responses.
4. (a) Typical features of research methodology: sampling technique and sample, type of data, ethics, reliability, validity, data analysis.
5. (b) Psychological evidence (Kohli et al., 2007): slogans enhance a brand's image, aid in its recognition and recall, and help create brand differentiation in consumers' minds. There is little agreement as to what constitutes a successful slogan. Marketing managers use slogans extensively, but are often at a loss when creating them, leading to ineffective use and poor linkage between brand and slogan. Investigation into guidelines for strategy and creation of effective slogans.
6. (b) Methodological evidence: explanation of method using typical features as above (e.g., experimental design with independent and dependent variables, controls, standardized procedure, quantitative measures of recall).