Marketing Research Report: Calvin Klein Perfume, Celebrity Endorsement

This marketing research report examines the impact of celebrity endorsements on consumer attitudes and buying intentions for Calvin Klein's new CK Sport perfume. The research aims to determine whether David Beckham or Michael Jordan would be a more effective celebrity spokesperson. The report outlines the research objectives, questions, and design, including a descriptive research design and a survey method using email distribution. It identifies relevant variables such as consumer attitudes, celebrity preferences, and purchase intentions. The report details the measurement tool, including demographic and objective questions, and proposes a simple random probability sampling technique. Ethical considerations, particularly data confidentiality, are also addressed. The report concludes by emphasizing the value of the research in informing Calvin Klein's marketing strategy and maximizing the success of the new perfume launch. This report is a research proposal designed to determine which sports figure will be the most appropriate for advertising their latest launch.

Running head: MARKETING RESEARCH
Marketing Research
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING RESEARCH
Table of Contents
Brief overview of the brand.............................................................................................................2
Indentify the purpose of the research...............................................................................................2
Distinguish measurable symptoms from the root problem..............................................................2
Indentify and clarify information needs..........................................................................................3
Identify unit of analysis...................................................................................................................3
Identify relevant variables...............................................................................................................3
Provide a statement of the Decision Maker’s Purpose....................................................................3
Define research questions................................................................................................................3
Identify the type if data required answering each research question...............................................4
Specify research objectives..............................................................................................................5
Confirm the information value of the project..................................................................................6
Provide a conceptual model.............................................................................................................6
Identify and justify the proposed research design...........................................................................7
Identify and justify method of administration.................................................................................7
Design the measurement tool...........................................................................................................8
Identify and provide repeatable details of the proposed sampling technique................................10
Discuss any ethical considerations related to the research............................................................10
References......................................................................................................................................12

2MARKETING RESEARCH

3MARKETING RESEARCH
Brief overview of the brand
Calvin Klein was launched in 1968 that have range of products such as clothing, watches,
jewelery and perfumes associated with its name. In 1980 and 1990’s, Calvin Klein reshaped and
redefined the notion of perfumes by making then trendy and preferable among the masses. Soon
after the launch, Calvin Klein became the top choice and it was regarded to be cool to be wearing
a Calvin Klein scent. Additionally, the innovative marketing strategy and the great fragrance line
helped it to become the most popular perfume line in the next three decades. Soon it was also
regarded as a designer perfume for both men and women for its boldness and youthfulness.
Indentify the purpose of the research
The research is undertaken with the purpose of determining which sports figure will be
the most appropriate for advertising their latest launch. Calvin Klein has designed a new
fragrance CK sport but do not know whether to feature David Beckham or Michael Jordan in
their new advertisement. This is because improper media publicity and other associations that
target consumers have with celebrities can lead to detrimental impact on the success of the brand.
Hence, commencing with the research will help in the impact on the attitude towards the
advertisement followed by subsequent buying intentions.
Distinguish measurable symptoms from the root problem
The measurable symptoms from the root problem are plateau in sales.

4MARKETING RESEARCH
Indentify and clarify information needs
For making suitable recommendation regarding which celebrity to be used, Michael
Jordan or David Beckham for having the biggest impact on the attitude of the consumers towards
the advertisement and the buying intention subsequently.
Identify unit of analysis
Hence, the unit of analysis is the consumers because the impact on the attitude of the
consumers towards the advertisement for using celebrity sport figure need to be determined for
the launch of new perfume CK sport.
Identify relevant variables
The relevant variables to be measured with this research are attitudes towards the newly
launched perfume by Calvin Klein, CK sport, consumer celebrity sport figure preference and
purchase intention towards new perfumes, fragrance, important measures such as intensity and
price and finally the key demographic variables.
Provide a statement of the Decision Maker’s Purpose
The statement of the Decision Maker’s Purpose is mentioned below:
Should Calvin Klein use Michael Jordan or David Beckham for advertising their newly
launched perfume, CK Sport and how would it create the biggest impact on the attitude of the
consumers and influence their buying intention subsequently?
Define research questions
The questions of the research are listed below:

5MARKETING RESEARCH
What is the attitude of the consumers towards the current Calvin Klein perfumes?
What characteristics of Calvin Klein perfume are important to the consumers?
What are the consumer attitudes and behavioral intentions towards the use of celebrity sport
person for advertising the new perform?
Do the buying intentions of the Calvin Klein perfume differ between the female and the male
consumers?
Identify the type if data required answering each research question
What is the attitude of the consumers towards the current Calvin Klein perfumes?
This research question is developed with the aim of investigating the attitude of the
respondents or the consumers towards the perfume of the Calvin Klein. The consumers should be
asked to rate individual Calvin Klein perfumes. Hence, the primary data will be used.
What characteristics of Calvin Klein perfume are important to the consumers?
The factors that consumers use for selecting a perfume, for instance the selection criteria
such as fragrance, price, flavor and appearance of the perfume. The consumers, in this case the
consumers need to be asked about the rate the significance of individual factors because it
influences their selection. Hence, primary data will be used.
What are the consumer attitudes and behavioral intentions towards the use of celebrity sport
person for advertising the new perform?
This research question aim towards determining the intention and attitude of the
respondents, in this case the consumers, to buy a product that is using celebrity figure to

6MARKETING RESEARCH
advertise their products. For answering this research questions the respondents needs to be asked
to rate their decision about using celebrity figure advertisement followed by highlighting their
degree of intention for purchasing the newly launched Calvin Klein perfume, CK Sport. Hence,
primary data will be used.
Do the buying intentions of the Calvin Klein perfume differ between the female and the male
consumers?
Simple demographic questions need to be asked to the respondents to gather relevant
demographic information about them. Hence, primary data will be used.
Specify research objectives
The objectives of the research are:
 To determine attitude of the consumers towards Calvin Klein perfumes
 To investigate whether the consumers prefer the use of sport celebrity for advertising the
newly launched perfume
 To measure the attitude of the consumers towards the new perfume launched by Calvin
Klein, CK Sport
 To analyze the likelihood of buying for the new perfume by Calvin Klein
 To compare the attitudes of the consumes towards the newly launched perfume between
the two genders
Confirm the information value of the project
Commencing with the project will help in collecting information in respect to the attitude
of the consumers towards the current Calvin Klein perfume range followed by determining the

7MARKETING RESEARCH
Attitude towards using sports celebrity
Buying intention
Celebrity ads
Price
Gender
Strength of the perfume smell
attitudes of the consumers towards the new perfume launched by the brand. Additionally, the
opinion of the consumers about the use of sport celebrity in influencing their purchasing decision
will be investigated and measured that will help in providing suitable recommendations for
making the newly launched perfume highly preferable among the consumers. Moreover,
collecting information about the attitudes and buying intentions of the consumers about the
newly launched perfume by Calvin Klein, suitable techniques can be highlighted in particular
reference to which celebrity to be used, Michael Jordan or David Beckham.
Provide a conceptual model
Identify and justify the proposed research design
Taking into account the topic of this research, descriptive design will be most
appropriate. This is because descriptive design highlights both the characteristics of explanatory

8MARKETING RESEARCH
and exploratory research design. Having said that, descriptive design will help in finding the
issues that Calvin Klein is facing to decide which sports celebrity will be more appropriate to use
for creating the biggest impact on the attitude of the consumers towards the use of celebrity
advertisement (Flectcher, 2017). After finding out which celebrity is more preferred among the
consumers, Michael Jordan or David Beckham, descriptive research design will help in studying
the cause and effect relationship accordingly. Studying the cause and effect relationship will help
in determining and investigating the subsequent buying intention of the target consumers once
their preferred sport celebrity is used for advertising the newly launched perfume by Calvin
Klein, CK Sport (McCusker & Gunaydin, 2015). As a result, it will be possible to determine
whether Calvin Klein will be able to maintain their innovative marketing strategy and being the
most popular lines of perfume like the past three decades.
Identify and justify method of administration
As descriptive design will be used, survey will be the most appropriate one. This is
because survey can be administered easily and in a short span of time large data sets can be
collected from large population. The Calvin Klein population using their perfumes will be
surveyed that will help in understanding their current mindset about using sport celebrity for
advertising their newly launched perfume and its impact on buying intentions subsequently. The
survey will be administered using emails because this will help in gathering the views of the
consumers using products of Calvin Klein already. The survey will be distributed to the email ids
of the consumers so that they can fill it up according to their convenience irrespective of the
geographical location and time zone. Additionally, survey will help in collecting data that will
reflect the recent and updated views and perspectives of the consumers in terms of whether using

9MARKETING RESEARCH
a sport celebrity will create positive impact on the consumers and influence their purchasing
intentions subsequently (Walliman, 2017).
Design the measurement tool
The survey questionnaire for investigating the research and answering the research
questions is mentioned below.
Demographic questions
Please specify your gender specification
Male Female Prefer not to say
Please mention you age group
25-30 years 31-35 years 36-40 years 41 years and above
Please specify your monthly income
30,000-35,000 AUD 36,000-41,000 AUD 42,000-47,000 AUD 48,000
AUD and above
Are you aware of the brand Calvin Klein?
Yes No
Have you used perfumes of Calvin Klein before?
Yes No
Objectives questions

10MARKETING RESEARCH
Which sport do you prefer more, Basket ball or football?
Basket ball Football
Which sport celebrity are you a fan?
Michael Jordan David Beckham
How long have you been using the perfumes of Calvin Klein?
3-5 years 6-9 years 10-13 years 14 years and above
Are you satisfied with the perfume range of Calvin Klein?
Yes No Maybe
Do you think the price range of the perfume is high?
Yes No Maybe
Do you wait for new range of perfumes from Calvin Klein?
Yes No Maybe
Would your attitude towards the perfume change if sport celebrity endorsement is
incorporated?
Yes No Maybe
Would price of the new perfume by Calvin Klein affect your purchasing intention?
Yes No Maybe

11MARKETING RESEARCH
Identify and provide repeatable details of the proposed sampling technique
After selecting the research design and methods of administration, probability sampling
technique will be used. Simple random probability sampling technique will be the best suited
because survey and descriptive method will be used for answering the questions of the research
accordingly. The customer base of Calvin Klein is huge and spread across nationally and
internationally. The range of perfumes by Calvin Klein is also used nationally and
internationally. Hence, knowing the opinion of both national and international consumers of
Calvin Klein is needed and if all the consumers of Calvin Klein are selected the population size
will be huge (Bakker et al., 2015). As the newly launched perfume CK Sport is for all the
consumers, knowing the opinion of all the consumers about the use of sport celebrity in
advertising the perfume and its effectiveness in creating an impact and influencing the
subsequent purchasing intention is necessary and justified as well. Simple random probability
sampling technique will allow the entire consumer population of Calvin Klein to share their
opinion and view about celebrity endorsement and from the entire consumer population, specific
sample size will selected randomly. Hence, equal chances will be provided to the consumers and
random selection will ensure lack of biasness (Chu, 2015).
Discuss any ethical considerations related to the research
The current research topic has specific ethical considerations those need to be followed
for ensuring that the current research is completed successfully. One of the crucial ethical
considerations for this research is data confidentiality. Ensuring data confidentiality is necessary
because this enriches the quality of the research and reduces the chances of biasness and
conflicts due to difference in opinions in respect to the research topic. Hence, the survey will
have to be collected anonymously (Wallace & Sheldon, 2015). Another important ethics for this

12MARKETING RESEARCH
research that will have to be followed is willing participation. While circulating the survey
forms, the respondents or the consumers need to be communicated about the true purpose of the
research and convince them to share their opinion so that they are not forced or feel misguided. If
such a situation is encountered, then the quality and reliability of the research is questioned
(Mclnroy, 2016).
Thirdly, the data collected from the respondents will have to be presented in the research
in their authentic form. Manipulating the data and then including it in the research is against the
ethics of the research and henceforth will have to be prohibited for the current research as well.
Additionally, the surrounding environment should not be harmed for the sake of completing the
research because if the, the social purpose of the research will be subjected to questioning.
Lastly, the information gathered for this research will have to be used for this research or other
academic purposes and not any commercial purposes (Roberts & Allen, 2015).

13MARKETING RESEARCH
References
Bakker, R., De Vries, C., Edwards, E., Hooghe, L., Jolly, S., Marks, G., ... & Vachudova, M. A.
(2015). Measuring party positions in Europe: The Chapel Hill expert survey trend file,
1999–2010. Party Politics, 21(1), 143-152.
Chu, H. (2015). Research methods in library and information science: A content
analysis. Library & information science research, 37(1), 36-41.
Fletcher, A. J. (2017). Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology, 20(2), 181-194.
McCusker, K., & Gunaydin, S. (2015). Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion, 30(7), 537-542.
McInroy, L. B. (2016). Pitfalls, potentials, and ethics of online survey research: LGBTQ and
other marginalized and hard-to-access youths. Social Work Research, 40(2), 83-94.
Roberts, L. D., & Allen, P. J. (2015). Exploring ethical issues associated with using online
surveys in educational research. Educational Research and Evaluation, 21(2), 95-108.
Wallace, M., & Sheldon, N. (2015). Business research ethics: Participant observer
perspectives. Journal of Business Ethics, 128(2), 267-277.
Walliman, N. (2017). Research methods: The basics. Routledge.