Assignment 2b

Research Methodology

For the second part of Assignment 2, both quantitative and qualitative research methods were conducted to measure the brand equity of YKKT.

We first conducted an in-depth interview with 7 respondents who are from the target segments of YKKT, namely 1. Students, 2.PMEBS (Professionals, Managers, Executives and Businessmen) and Families. To ensure that these segments are mutually exclusive, we segment the respondents by their demographics (age, occupation) and psychographics (who do they usually go YKKT with).

With the insights from the in-depth interviews, we drafted an online survey to measure the Customer-based Brand Equity of YKKT.

Under the quantitative research method, an online survey was conducted with 50 respondents to measure the Customer-based Brand Equity by finding out the brand awareness, brand image, brand attitude, brand responses and brand resonance of YKKT.

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