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Questions and Answers of Marketing

Visit the Gallup Organization’s home page (www.gallup.com).The Gallup home page changes regularly. However, it should provide an opportunity to read the results of a recent poll. For example, one
Read a recent news article from The Wall Street Journal or other key source that deals with a new-product introduction. Would you think it would be better for that firm to do research in-house or to
Search Internet job sites. Try to gather 3 to 5 want ads that are for marketing research positions of some type. Comment on the salary ranges and expected qualifications listed in these ads.
Under what circumstances might it be unethical to use consumer postings on a brand community Facebook site as data in qualitative research?
What are the key differences between a focus group interview and a depth interview?
Of the four basic categories of qualitative research, which do you think is most appropriate for a qualitative approach designed to better define a marketing situation prior to conducting
Suppose you are a marketing research consultant and a client comes to your office and says, “I must have the latest information on the supply of and demand for Idaho potatoes within the next 24
Report the following data: Students can find this information by starting at the U.S. Department of Commerce’s Bureau of Economic Analysis at www.bea.gov.The easiest way to find the following
Where could a researcher working for the U.S. Marine Corps (www.marines.com/home) find information that would identify the most productive areas of the U.S. in which to recruit? What would you
Compare population data from the CIA World Factbook for Uruguay, the United States, South Africa, Japan, and Italy with population data for those countries found through some other source (perhaps
The Internet is filled with webcams. For example, Pebble Beach Golf Club has several webcams (www.pebblebeach.com). How could a researcher use webcams like these to collect behavioral data? In your
Describe the way a semantic differential scale could be constructed to measure the behavioral component of attitudes.
What are key differences between a five-item and a six-item Likert scale?
An official in the financial office is considering an applicant for financial aid. The officer uses the following process. If the student has a GPA in the 90th percentile among the admission group, 5
Design a short telephone survey interview form that measures what types of programs residents of Peoria would like to see available through DIRECTV.
List at least three factors that increase nonresponse through break-offs.
Define the term survey “break-off.”
The Apple Assistance Center exists to solve problems for users of MacBook, iPhone, and iPad products. Design a text-message questionnaire that assesses users’ satisfaction with the Apple Assistance
Visit pollseverywhere.com. What types of surveys may benefit from questions administered via pollseverywhere.com?
What is back translation?
Design one or more open-ended response questions to measure reactions to public smartphone usage by others. What advantages and disadvantages does the open-ended format provide?
What geographical units within a metropolitan area are useful for sampling?
What role can screening questions play in trying to understand and control systematic variance from sources such as Internet surveys, online panels or other types of directories?
How might the target population differ for a researcher doing separate projects for two retailing companies—one for A&F and one for Nordstrom?
Go to www.reversephonedirectory.com and put in your phone number. How accurate is their database? When might it be useful to generate a list of names and numbers for a telephone survey?
Go to the U. S. Census Bureau’s home page at www.census.gov, click on quick facts. You can find profiles of every state from this website. Suppose a representative sample of the state of
A telephone interviewer asks, “I would like to ask you about race. Are you Native American, Hispanic, African-American, Asian, or white?”After the respondent replies, the interviewer says, “We
What would happen to the sampling distribution of the mean if we increased the sample size from 5 to 25?
Draw the distribution that should result from an honest roulette wheel. Draw the distribution from a dishonest roulette wheel. Assuming samples of 500 spins were taken from each wheel, what would the
A data processing analysis for a research supplier finds that preliminary computer runs of survey results show that consumers love a client’s new product. The employee buys a large block of the
What are five descriptive statistics used to describe the basic properties of variables?
This chapter states that people play different roles and that their consumption behaviors may differ depending on the particular role they are playing. State whether you agree or disagree with this
Name some products or services that your social group uses a lot. State whether you agree or disagree with the notion that these products help to form group bonds. Support your argument with examples
List the three stages in the consumption process. Describe the issues that you considered in each of these stages when you made a recent important purchase.
What aspects of consumer behavior would interest a financial planner? A university administrator? A graphic arts designer? A social worker in a government agency? A nursing instructor?
Critics of targeted marketing strategies argue that this practice is discriminatory and unfair, especially if such a strategy encourages a group of people to buy a product that may be injurious to
A group of psychologists recently argued that we need to revise Maslow’s Hierarchy. They claim we should delete self-actualization and replace it with parenting. They claim too many people see the
A book bemoans the new wave of consumer-generated content, labeling it “the cult of the amateur.” It compares the social networking phenomenon to the old story about the monkeys: If you put an
Will the Web bring people closer together or drive each of us into our own private virtual worlds? Wired Americans are spending less time with friends and family, less time shopping in stores, and
The basic lesson of Maslow’s Hierarchy of Needs is that we must first satisfy basic needs before we progress up the ladder. How do you believe the recession has changed the way consumers evaluate
Talk to car owners and probe to see what (if any) relationships they have with their vehicles. Do these feelings correspond to the types of consumer/product attachments we discussed in this chapter?
What is market segmentation? Give three examples of market segments.
What is role theory, and how does it help us to understand consumer behavior?
What is “big data”?
What is popular culture, and how does this concept relate to marketing and consumer behavior?
1. What are the most likely market segments for ASIMO? How could Hondo overcome resistance to the idea of a home robot? 2. What concerns might consumers have regarding FRT? Honda’s ASIMO is a
Why do we say that “mindless” decision-making can actually be more efficient?
“Marketers need to be extra sure their product works as promised when they first introduce it.” How does this statement relate to what we know about consumers’ evoked sets?
Describe the difference between a super-ordinate category, a basic level category, and a subordinate category.
List three products attributes that consumers can use as product quality signals and provide an example of each.
How does a brand name work as a heuristic?
Describe the difference between inertia and brand loyalty.
What is the difference between a non-compensatory and a compensatory decision rule? Give one example of each.
Why is it difficult to place a product in a consumer’s evoked set after it has already been rejected? What strategies might a marketer use in an attempt to accomplish this goal?
Technology has the potential to make our lives easier by reducing the amount of clutter we need to work through in order to access the information on the Internet that really interests us. However,
The chapter notes that people respond to very subtle cues in the environment even when they are very unaware of these effects. Can or should marketers exploit these influences?
Commercial Alert, a consumer group, is highly critical of neuromarketing and has called it Orwellian. The group's executive director wrote, “What would happen in this country if corporate marketers
Find examples of electronic recommendation agents on the Web. Evaluate these—are they helpful? What characteristics of the sites you locate are likely to make you buy products you would not have
Pepsi invented freshness dating and managed to persuade consumers that this was an important product attribute. Devise a similar strategy for another product category by coming up with a brand new
Define the three levels of product categorization described in the chapter. Diagram these levels for a health club.
What is purchase momentum, and how does it relate (or not) to the model of cognitive decision-making?
Choose a friend or parent whom grocery shops on a regular basis, and keep a log of their purchases of common consumer products during the term. Can you detect any evidence of brand loyalty in any
Form a group of three. Pick a product and develop a marketing plan based on each of the three approaches to consumer decision making. What are the major differences in emphasis among the three
Locate a person who is about to make a major purchase. Ask that person to make a chronological list of all the information sources consulted before` making a decision. How would you characterize the
Perform a survey of countryoforigin stereotypes. Compile a list of five countries and ask people what products they associate with each. What are their evaluations of the products and likely
Ask a friend to “talk through” the process he or she used to choose one brand over others during a recent purchase. Based on this description, can you identify the decision rule that was most
Give one of the scenarios described in the section on biases in decision making to ten to twenty people. How do the results you obtain compare with those reported in the chapter?
Give an example of the type of purchase that each of the three types of decision-making – cognitive, habitual, and affective - would most likely explain.
What is prospect theory? Does it support the argument that people are rational decision makers?
Describe the relationship between a consumer’s levels of expertise and how much he is likely to search for information about a product.
List three types of perceived risk, giving an example of each.
1 How do you split your time between tradition television and streaming video? 2. How might consumers use heuristics when choosing television shows to watch on Netflix? Viewing needs and preferences
Interview people you know about any “magic” items they own (e.g., how many of your friends have a lucky charm or keep a St. Christopher’s medal or some other object hanging from their rear-view
Identify modern-day myths that corporations have created. How do they communicate these stories to consumers?
Ask friends to describe an incident where they received a gift they thought was inappropriate. Why did they feel this way, and how did this event influence the relationship between them and the
How might the rise of peer-to-peer music sharing influence the structure of the music CPS? One guess is that this method erodes the dominance of the big labels because listeners are more likely to
Read several romance or action novels to see if you can identify a cultural formula at work. Do you see parallels among the roles different characters play (e.g., the hero, the evildoer, the
List the three stages of a ritual.
What is the difference between sacred and profane consumption? Provide one example of each.
How is a collection sacred? What is the difference between collecting and hoarding?
What is collective selection? Give an example.
Describe a culture production system (CPS) and list its three components. What is an example of a CPS with these three components?
1. Should Cheerios have been more sensitive to cultural issues?2. Do you think this ad will increase sales of Cheerios?The case describes the issues surrounding a commercial for Cheerios which
What is culture? List three dimensions social scientists used to describe a culture and give an example of each.
Define a cultural gatekeeper, and give three examples.
Describe the difference between arts and crafts.
What is a cultural formula? Give an example.
Define product placement and list three examples of it. How is this practice the same or different from branded entertainment?
What are the influencing factors of CPS?
What are innovators? Early adopters? Laggards?
What is the difference among the terms fashion, a fashion, and in fashion?
Summarize some of the major approaches we can use to understand fashion from the perspectives of psychologists, economists, and sociologists.
A myth is a special kind of story. What makes it special? What is an example of a modern myth?
What is the trickle-down effect? List some reasons why it is no longer as valid as it used to be.
What is the difference between a fad, a fashion, and a classic fashion life cycle?
A culture is a society’s personality. If your culture were a person, how would you describe its personality traits?
The chapter argues that not all gift giving is positive. In what ways can this ritual be unpleasant or negative?
For many, Disney is a sacred place. Do you agree? Why or why not?
Describe the three stages of the rite of passage associated with graduating from college.
Have you ever given yourself a gift? If so, why did you do it and how did you decide what to get?

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