You are required to submit an APA-style written qualitative research to find out why customers who prefer Coke, Coke Zero, would switch to caffeine-free and aspartame-free Coke, research proposal. The proposal must address the following major steps of the research process:
1. Conditions that prompted the study
2. Research objective(s)
3. Anticipated Use of Research Findings
4. Research question(s)
5. Review of the literature
6. Methodology
- Research Design
- Operationalizing Concepts into Variables for Measurement
- Sampling Strategy
- Limitations to the Study
- Ethical Considerations

The length of the proposal will vary but should range from 7 - 15 pages (the length of the literature review will impact the overall length of the paper). The proper use of grammar, spelling, sentence structure, and APA citation format will be a significant part of the evaluation process.

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1. Introduction
As everyone knows, Coca Zero is one of the most common drinks among Americans. Moreover, its popularity and availability makes people drinking even if they know it is not completely healthy for their well-being. High brand recognition and heavy investing in advertising just support this statement. While average human drinks 92 Coke products per year, average American drink more than 403 Coke products per year and ingest almost 11 pounds of sugar just through Coke. All those facts are intriguing and they should make everyone to think a lot about the reasons behind this kind of behavior.
People always wondered in which circumstances ones who prefer Coke Zero, would quit drinking it. Are they addicted? What would motivate the change? Is it the taste, money, health or something else? After finding out that Coke Zero has aspartame, the decision was made about the research topic. Discussing this with friends and colleagues, it was realized that most of them were aware that Coke Zero has some substances that can harm our health. Anyways, they are not willing to switch to another drink. When the investigation about this topic started, the initial results were surprising because there are not many professional papers that discuss this topic. Having all of this in mind, this research will be conducted to realize the Coke Zero drinker’s potential motives for switching to another drink.

2. Objectives
The overall objective of the research is to find out what motivates people who drink Coke Zero to stop drinking it and switch to another drink. The focus will be on people who used to drink Coke Zero at least once per day, in addition to people who currently drink Coke Zero and consider stopping drinking it. When the main motives are realized, the categorization of people by motive and group will be conducted. By doing that, it will be possible to see what kind of people are giving up Coke Zero because of a certain motive and from there connections can be made. After conducting the research, certain patterns in behavior or personality of people who are willing to stop drinking Coke Zero could be established....
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