Research and Creating a Survey

DT: September 26, 2019

TO:

FM: Chrisitan Hooper

RE: CTE 5 — Lands’ End

We are writing to you today to suggest various measurement scales in order to determine if Lands’ End “Made to Work” campaign increased the number of dress shirt purchases among the target audience, the male professional working class.

Our strategy is to develop four scales of measurement that quantify unobservable attitudes the professional male has toward dress shirts. As explained in the lecture, Dr. Rodgers (2019) said that this process of measuring behaviors and attitudes better determines possible future purchase decisions, such as buying habits (1).

Suggested nominal scale:

What do you usually wear to work? Check one that applies.

___ Casual wear (jeans, t-shirt)

___ Dress shirt & dress pants

___ Suit

___ Uniform

___ Other

According to a survey by Mintel, about 39 percent of men wear “business casual” to work, followed by 29 percent who wear “casual” outfits (2). By establishing how many people in the target audience actually wear dress shirts to work, Lands’ End can then determine how many people related to their campaign.

Suggested ordinal scale:

Which item of clothing makes you feel most professional/appropriate while talking with your boss? Rate the following items on a scale of 1 to 3, 1 being ‘most professional’ and 3 being ‘least professional.’

___ Dress shirt

___ Jeans

___ Suit

By measuring how much the target audience values dress shirts with this ordinal scale, Lands’ End can infer how likely their target audience values the ad campaign.

Suggested interval scale:

When you have a meeting at work, how likely are you to wear a dress shirt?

1 - Not likely

2 - Somewhat likely

3 - Likely

4 - Very Likely

According to the Journal of Research in Personality, people quickly form impressions of others based on little information — the formality of clothing changes the way someone views another (3). This interval scale measures positive/negative attitudes toward dress clothes, which gives Lands’ End insight on how much dress clothes influence self-image/success in the workplace.

Suggested ratio scale:

How many times have you seen Lands’ End “Made to Work” dress shirt ad in the last 30 days?

________

This ratio scale measures how often the target audience has been exposed to the ad campaign. From the scale’s results, there may be a potential correlation between ad exposure and likeliness to wear a dress shirt to work, showing Lands’ End if their ad campaign was successful or not.

Thank you for your time. We look forward to your response.

1. Rodgers, Shelly (2017), J4952 Strategic Communication Research, Fall 2019, Course notes from September 24th, 2019.

2. https://www.nytimes.com/2013/09/16/business/media/lands-end-ads-salute-white-collar-workers.html?ref=media&_r=1&utm_source=WhatCounts+Publicaster+Edition&utm_medium=email&utm_campaign=ComPile%3a+The+Brief+091613&utm_content=+Read+More&

3. https://www.sciencedirect.com/science/article/pii/S0092656612000608