1. Michael McAfee
Nakia Jones
Kyle Spencer
Marrio Williams
Mark Hughes
Be Dazzle Do Marketing Research
The company that we had to do marketing research for is called Be Dazzle Do. Be Dazzle
Do is a hair design company that is base out of Georgia. There target markets that they have for
their hair art are tween girl’s ages of 7-12 years old. What Be Dazzle Do wanted to do is direct
their attention to empowerment for tween girls. The way that they are doing that is through an
empowerment piece called D.I.V.A and what that stands for is Diverse, Involved, Value- Driven,
Active.
What they wanted us to focus on for the marketing research project was to see if that hair
art can be empowering for tween girls. The way that we did the whole research was that we
broke it in to two pieces. The first piece was the qualitative research, and the second piece was
the quantitative research. What qualitative research is research to gather research to understand
the behaviors of humans, through investigation methods to figure out the decision maker
decision making process when they are making a purchase of a product or service. Quantitative
research is the systematic investigation process to understand social phenomena through data.

2. During our quantitative portion of our project our group came up with the hypothesis of 40% of
people will say empowerment for tween girl’s ages of 7-12 years old is very important? We
came up with this hypothesis because we felt that the population we were going to survey was
going to be split close to in half with a little more responses of empowerment not being that
important for tweens. There was an amount of 515 surveys that was collected during this section.
The survey consisted of these questions: Gender? Age?,Race? Region? Do you think hair can be
empowering? Do you think tweens should be empowered? Would you purchase hair art that is
empowering to your tween? Is being creative for tweens empowering? What color means
empowerment to you? How important is tween empowerment to you? Do you think hair affects
the way tweens feel about themselves?. We used convenience sampling, judgment sampling,
quota sampling, referred sampling, and innovation online sampling to get our surveys done. We
asked these set of questions to people off all different races including 26% white, 42 % African
American, 10% Asian, 4 % Native American, and 4% other. During the survey period 62% of
our participants where male and 38% where female. Even though we were attending class in the
south we did not want to just limit ourselves to giving out surveys to people in our region. So we
decided to utilize the time we had at our homes over the holidays to reach out to visiting family
members and also utilized only surveys that we could use to get respondents from different
places in the world. The percentages of the regions we received responses from is 38% south,
20% northeast, 12% Midwest, 25% west, and 5% other. We wanted to receive responses from
people of all ages so the age group of our respondents was from15 to70 years old. Once
reviewing our data we realized that people across demographic boundaries value the
empowerment of young girls. Even though they value it people are still having trouble

3. connecting the Be Dazzle Do art piece to empowerment. The minorities believe that the art piece
relates more toward self esteem however they were less likely to purchase the hair art.
According to generalization 40% of people will say empowerment for tween girl ages 7-
12 year old is very important. Actually through research 45% of the people said it is very
important. The relationship is empowerment for tween’s is very important but in order for teen’s
to reach their full empowerment potential they would have to be creative.