Marketing Research Assignment

Q1. Please read the Carmex case study. Then watch the following video, which complements the

case study

a. Speaking about dependent variables. What are “engagement” and

“likes” really measuring?

b. Do you think this concept – either engagement or likes – could be measured in a different

manner? If so, how? If not, why?

c. What influences consumers to engage with a brand on facebook? Are we capturing that

by counting “likes” and “shares”? Do you think that measuring engagement is the best

way for Carmex to measure their relevance with their target market?

APA

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