Research Question: Are people more likely to buy my brand of beer (Bowman’s Summer Lager) if they are exposed to the bikini models or the funny lizards?

Hypothesis: People who are exposed to bikini models rather than funny lizards are more likely to buy Bowman’s Summer Lager (BSL).

Method:
In order to determine which of two add campaigns (Lizards v. Bikini Babes) will be more effective selling my beer (BSL) the most appropriate method to use in a research project is a field experiment. By creating a realistic environment for the research to take place participants will be unaware the experiment is being conducted. The results will be more truthful and therefore will more accurately represent the population.

The act of buying beer is an uncertain process. With thousands of brands to choose from the average consumer is likely to try a variety of beers throughout his/her life. TV-Add campaigns and other forms of persuasion are key factors influencing the final decision. The field experiment is the most appropriate method to test my hypothesis because we can measure the results in a realistic and natural environment (Keyton, 2006).

While a field experiment seems to be the obvious choice there are drawbacks. While conducting a field experiment one risks losing control of the research environment. Outside factors affect participants and results. It must be assumed that these outside factors would be present in a natural environment, therefore the field experiment is still the most appropriate method.
Sampling:

The field experiment will take place over two months at two different liquor stores (within a 1 mile radius) in San Diego, CA; Joe’s Liquor and The Kwiki Mart. Participants in this research experiment will be chosen based on three criteria:
1. They are a customer at one of the two stores.
2. They buy beer at either one of the two stores.
3. They are on of the first 100 participants per month.