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Task: Vincent Prabhu is a Chief Marketing Officer (CMO) of a firm operating in the dairy product category in the UK. Mr. Prabhu is considering launching a new yogurt brand in the market. Thanks to his marketing research training, he believes that they should carry out an advertising survey study to understand consumers’ intentions to buy for the new brand called Zoplait. He thinks that intentions to buy are the result of consumers’ beliefs about Zoplait, consumer attitudes about a viewed TV...