Questions and Answers of Essentials Of Marketing 15th Edition

13-19. Visit the website www.nielsen.com and choose one of the reports published. Write a brief analysis of the findings and solutions presented by the report.
13-18. What are the most powerful social media networks that researchers could obtain data from about customer feedback and loyalty and why?
13-17. For the data given in Tables 13.2 and 13.3, use a graphics package or a spreadsheet, such as Excel, to construct the following graphs:a. Pie chartb. Line chartc. Bar chart
13-16. Graphically illustrate the consumer decision-making process described in the following paragraph:The consumer first becomes aware of the need. Then the consumer simultaneously searches for
13-15. The following passage is taken from a marketing research report prepared for a group of entrepreneurs without much formal business education who run a small family-owned business:To measure
13-14. How can social media be used to enhance report preparation and presentation?
13-13. Describe the evaluation of a marketing research project in retrospect.
13-12. What are the key factors behind a successful report presentation?
13-11. What are the final two steps a researcher should do after presenting the research findings to the decision makers?
13-10. Describe the role of pictographs. What is the relationship between bar charts and histograms?
13-9. Describe a line chart. What kind of information is commonly displayed using this type of chart?
13-8. What is a pie chart? What type of information is suitable for a pie chart? What type of information is not suitable for a pie chart?
13-7. How should the data items be arranged in a table?
13-6. What are the main factors considered when writing a report?
13-5. Why is the executive summary an important part of the report?
13-4. What is the difference between a letter of transmittal and letter of authorization?
13-2. Describe a commonly used format for writing marketing research reports.
13-1. Describe the process of report preparation.
4. Share your final presentation with a group of fellow students (representing Dell managers) in a formal setting.
3. Can you make a compelling business presentation in ten minutes? Develop a ten-minute presentation for Dell management using no more than ten PowerPoint slides.
2. What recommendations do you have for Dell managers?
1. Write a report for Dell management that summarizes the results of your analyses. Prepare a set of charts using Excel.How can you use social media to enhance your report?
9. Can the likelihood of choosing Dell (q6) be explained in terms of all thirteen evaluations of Dell (q8_1 to q8_13) when the independent variables are considered individually? When the independent
8. Can the overall satisfaction (q4) be explained in terms of all thirteen evaluations of Dell (q8_1 to q8_13) when the independent variables are considered individually? When the independent
7. Is the mean of responses to q8_6 (Has computers that run programs quickly) and q8_7 (Has high-quality computers with no technical problems) different?
4. Are the two likelihood of choosing Dell groups derived based on the recoding of q6, as specified in Chapter 10, different in terms of each of the evaluations of Dell (q8_1 to q8_13)?
3. Are the two likely to recommend groups derived based on the recoding of q5, as specified in Chapter 10, different in terms of each of the evaluations of Dell (q8_1 to q8_13)?
2. Are the two overall satisfaction groups derived based on the recoding of q4, as specified in Chapter 10, different in terms of each of the evaluations of Dell (q8_1 to q8_13)?
1. The mean response on which of the evaluations of Dell(q8_1 to q8_13) exceeds 5 (the midpoint of the scale)?
12-19. Conduct the following analyses for the preference of the outdoor-lifestyle data given in Applied Problem 12-17 of this chapter.a. Calculate the simple correlations between V1 to V6 and
12-18. Conduct the following analyses for the Internet usage data given in Applied Problem 11-18 in Chapter 11.a. Find the simple correlations between the following sets of variables: Internet usage
12-17. In a pretest, 30 respondents were asked to express their preference for an outdoor lifestyle(V1) using a 7-point scale (1 = not at all preferred, 7 = greatly preferred). They were also asked
12-16. Conduct the following analyses for the Internet usage data given in Applied Problem 11-18 in Chapter 11.a. Test the hypothesis that the mean familiarity with the Internet exceeds 4.0.b. Is the
12-14. A major computer manufacturer is having a sale on computers. The number of computers sold during this sale at a sample of ten stores was 800, 1,100, 0, 400, 700, 800, 1,000, 500, 800, and
12-13. The current advertising campaign for a major automobile brand will be changed if fewer than 70 percent of the consumers like it.a. Formulate the null and alternative hypotheses.b. Which
12-11. What is the difference between bivariate regression and multiple regression?
12-10. What is bivariate regression?
12-9. What does the product moment correlation determine?
12-8. Describe the procedure for examining a hypothesis related to proportions of paired samples.
12-7. How can the strength of association be measured in a multiple regression model?
12-6. Describe the procedure for examining a hypothesis related to proportions of two independent samples.
12-5. What is the difference between the t distribution and the normal distribution?
12-4. How is t test conducted for two independent samples?
12-3. What are the tests that could be used in a two-independent-samples t test for proportions?
12-2. Describe the general procedure for conducting a t test.
12-1. Present a classification of hypothesis-testing procedures.
20. Discuss the ethical issues involved in researching consumer preferences for hotels.
19. How can Marriott make use of social media to enhance the effectiveness of its marketing research?
19. If marketing research was to be conducted in Japan to determine consumer preferences for hotels, how would the research process differ?
18. What charts and graphs would you use in preparing a report for Marriott?
18. If marketing research was to be conducted in Germany to determine consumer preferences for hotels, how would the research process differ?
17. According to Marriott’s vice president of marketing and public relations, quality, price, service, amenities, comfort, and convenience are all independent variables that affect the preference
16. How would you conduct the training and supervision of the field workers for the survey method you recommended in question 9?
15. How should the sample size be determined for the survey method you recommended in question 9?
14. What sampling plan should be adopted for the survey method you recommended in question 9?
13. Develop a questionnaire for assessing consumer preferences for hotels while on vacation.
12. Develop Likert, semantic differential, and Stapel scales for measuring consumer preferences for hotel chains.
11. Illustrate the use of the primary scales for measuring consumer preferences for hotel chains.
10. In what way could Marriott make use of experimentation? What specific experimental design would you recommend?
7. What type of syndicated data will be useful to Marriott?
5. Use the Internet to determine the market shares of the major hotel chains for the last calendar year, globally and in the United States.
4. What type of research design should be adopted? Justify your recommendation.
2. Marriott would like to further penetrate the non-business-travelers segment in the United States. Define the management decision problem.
11-18. A pilot survey was conducted with thirty respondents to examine Internet usage for personal (nonprofessional) reasons. The following table contains the resulting data giving each
11-17. A research project examining the impact of income on the consumption of gourmet foods was conducted. Each variable was classified into three levels of high, medium, and low.The following
11-16. In a study measuring households’ familiarity with downloading pictures from the Internet, the following results were obtained (1 = not at all familiar, 7 = very familiar).a. Convert the
11-15. A major department store chain is having a sale on refrigerators. The number of refrigerators sold during this sale at a sample of ten stores was:80 110 0 40 70 80 100 50 80 30a. What are the
11-11. Discuss the reasons for the frequent use of cross-tabulations. What are some of its limitations?
11-10. What statistics are available for determining the strength of association in cross-tabulation?
11-9. Differentiate between Type I and Type II errors.
11-8. Briefly describe the test statistic.
11-7. What is the general rule for computing percentages in cross-tabulation?
11-6. What is the difference between null and alternative hypothesis?
11-5. What does the variance tell us about data points?
11-4. Why is the range value affected by outliers?
11-3. What measures of location are commonly computed for frequencies?
11-2. Describe the procedure for computing frequencies.
11-1. What is an advantage of calculating all three measures of central tendency?
3. Cross-tabulate the recoded questions on price sensitivity (q9_5per (q9A)and q9_10per (q9B)) with the recoded demographic characteristics.Interpret the results.
2. Cross-tabulate the recoded questions: q4 (overall satisfaction with Dell), q5 (would recommend Dell), and q6 (likelihood of choosing Dell) with the recoded demographic characteristics. Interpret
14. Go to the Companion website for this book, download the Dell data file, and answer the following questions. Recode the demographics as follows:a. Combine the two lowest education (q11) categories
13. Go to the Companion website for this book, download the Dell data file, and answer the following questions. Recode q9_10per (q9B) into three groups: definitely or probably would have purchased
12. Go to the Companion website for this book, download the Dell data file, and answer the following questions. Recode q9_5per (q9A) into three groups: definitely or probably would have purchased
11. Go to the Companion website for this book, download the Dell data file, and answer the following questions.Recode q6 (likelihood of choosing DELL) into two groups: definitely would choose (rating
10. Go to the Companion website for this book, download the Dell data file, and answer the following questions. Recode q5 (would recommend) into two groups: definitely would recommend (rating of 1),
9. Go to the Companion website for this book, download the Dell data file, and answer the following questions.Recode q4 (overall satisfaction) into two groups: Very satisfied (rating of 1), and
8. Go to the Companion website for this book, download the Dell data file, and answer the following questions. Form a new variable that denotes the total number of things that people have ever done
7. Go to the Companion website for this book, download the Dell data file, and answer the following questions.Recode the respondents’ answers based on total hours per week spent online (q1) into
6. Go to the Companion website for this book, download the Dell data file, and answer the following questions. Recode the respondents’ answers based on total hours per week spent online (q1) into
5. Administer the questionnaire you designed by posting it or a link to it on your Facebook account and inviting your friends to participate in the survey. What field work–related issues did you
10-24. Where do you get most of your photo processing done? Please check only one option.a. ________________ Drugstoreb. ________________ Mini-labsc. ________________ Camera storesd. ________________
10-24. . Please rate the importance of the following features you would consider when shopping for a new digital camera. Not so important Very important a. Megapixel 1 2 3 4 5 b. F-stop 1 2 3 4 c.
10-23. Visit the website of Alpha Analytics (www.alpha-analytics.com/home). Briefly describe their data cleaning and validation techniques and how they are applied.
10-22. Visit the website of the marketing research company GMI (http://www.gmi-mr.com/) and write a brief report on the methods they use to ensure effective data processing for their clients.
10-19. Write some interviewer instructions for in-home personal interviews to be conducted by students. How would your instructions change if the survey is administered in social media?
10-18. Compare the field work in social media research to traditional field work.
10-17. What considerations are involved in selecting a data analysis strategy?
10-16. When should the data preparation process start and why?
10-15. What options are available for the treatment of missing data?
10-14. What is a codebook and what is it used for?

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