Researchers have known for quite some time that attitudes and behaviors differ from generation to generation.
For example, a recent survey by the PEW Research Center in the U.S.A. found substantial generational differences
in the job approval ratings of American presidents. Some marketing researchers have the view that Millennials
(Generation Y, born in 1981 to 1996) and Generation Z (born in 1997 to 2012) have different attitudes towards
brand loyalty. Their assumption is that Generation Z is less loyal due to the fast-pacing nature of modern media
such as social media. Others argue that there are no differences in loyalty, just the communication channels and
the type of products and services Generation Z are loyal to differ.
1. Based on secondary research, provide arguments and counterarguments for both views.
2. Based on (1), develop a quantitative survey research design that could assess the relative merit of each view
empirically.
3. Conduct the research designed in (2) based on a convenience sample of your choosing and provide an
empirically grounded answer to the central question: “Are Gen Z less loyal?”.