Questions and Answers of Essentials Of Marketing 15th Edition

10-13. Describe the guidelines for the coding of unstructured questions.
10-12. How would you treat unsatisfactory responses that are discovered in editing?
10-11. What is meant by editing a questionnaire?
10-10. What activities are involved in the preliminary checking of questionnaires that have been returned from the field?
10-9. Describe the data preparation process.
10-8. Describe the criteria that should be used for evaluating field workers.
10-7. What is validation of field work? How is this done?
10-6. What aspects are involved in the supervision of field workers?
10-5. How can supervisors validate the field work of interviewers?
10-4. What is probing?
10-3. What are the guidelines for asking questions?
10-2. Describe the field work/data collection process.
10-1. What options are available to researchers for collecting data?
11. If Intel were to conduct a survey in social media to determine consumer preferences for an ultra-light notebook that uses a newly designed chip, what fieldwork-related issues would be involved?
7. If a survey is to be conducted to determine businesses’ selection criterion for choosing PC and network communications products, which survey method should be used and why?
3. Define an appropriate marketing research problem corresponding to the management decision problem you identified in question 2.
2. Intel would like to increase the preference for Intel chips among PC users in the individual user as well as business user segments. Define the management decision problem.
4. Discuss the advantages and disadvantages of Dell using social media samples to obtain information on consumers’ preferences for notebook computers.
3. Dell wants to conduct a telephone survey to determine how it can convince more families to purchase its PCs and notebooks. Design the sampling process.
2. Search the Internet, including social media as well as your library’s online databases, to obtain information that will assist you in targeting families.
1. As the marketing manager of Dell personal computers, what marketing programs will you design to target families?
3. Probability sampling techniques are more difficult and time-consuming to implement, and their use might not be warranted unless the results are being projected to a population of interest.
2. Define the target population (element, sampling unit, extent, and time), and discuss a suitable sampling frame.
1. A census might be feasible in a business-to-business project where the size of the population is small, but it is not feasible in most consumer projects.
9-24. Describe how you can use www.yellowpages.com to create a sample in the state of New York by using systematic sampling technique.
9-23. Using a computer program, generate a set of 1,000 random numbers for selecting a simple random sample.
9-22. How can quota sampling being applied through a website like www.linkedin.com?
9-19. Define the appropriate target population and the sampling frame in each of the following situations:a. The manufacturer of a new cereal brand wants to conduct in-home product usage tests in
9-18. What are the ethical issues involved in sampling?
9-17. How can the representativeness of social media samples be improved?
9-16. What considerations are relevant in selecting a sampling technique in international marketing research?
9-15. What are the advantages of systematic sampling over simple random sampling?
9-14. What is the major advantage of snowball sampling?
9-9. What are the advantages and disadvantages of judgmental sampling?
9-7. What are the disadvantages of nonprobability sampling techniques?
9-6. What qualitative factors should be considered in determining the sample size?
9-5. What is a sampling unit? How is it different from the population element?
9-4. How should the target population be defined?
9-3. Describe the sampling design process.
9-2. Under what conditions would a sample be preferable to a census? A census preferable to a sample?
9-1. What is the major difference between a sample and a census?
17. Discuss the ethical issues involved in researching consumer willingness to purchase automobile brands.
15. If Subaru were to conduct a survey in social media to determine consumers’ preferences for automobile brands, what should be the sample size? Explain your reasoning.
14. How should the sample size be determined for the survey you have recommended in question 8?
13. Develop a sampling plan for the survey you have recommended in question 8.
12. Design a questionnaire to measure consumers’ evaluation of Subaru brands.
10. Design ordinal, interval, and ratio scales for measuring consumer preferences for various automobile brands.
9. Can Subaru make use of causal research? If yes, how?
7. Discuss the role of qualitative research in understanding the devotion of consumers to a particular automobile brand. Which qualitative research technique(s) should be used and why?
6. What type of data available from syndicated marketing research firms will be useful to Subaru?
5. In what way can Subaru make use of data from the 2010 U.S. Census? What are the limitations of these data? How can these limitations be overcome?
2. In order to continue to grow, Subaru must foster and build customer loyalty. Define the management decision problem.
6. Administer your revised questionnaire in social media. You can post the questionnaire or a link to it on your Facebook account and invite your friends to respond. Summarize your experience.
1. Critically evaluate the Dell questionnaire using the principles discussed in this chapter.
8-22. Develop the questionnaire in Internet Exercise 8-21 using an electronic questionnaire design package that is available for free (see the websites mentioned in this chapter in the subsection
8-18. Do the following questions define the issue? Why or why not?a. What is your favorite brand of toothpaste?b. How often do you go on a vacation?c. Do you consume orange juice?1. Yes 2. No
8-17. List at least ten ambiguous words that should not be used in framing questions.
8-15. What are the ethical issues in developing a questionnaire?
8-14. How can social media aid in developing a questionnaire?
8-13. Describe the issues involved in pretesting a questionnaire.
8-12. What are counterbiasing questions and what are they used for?
8-11. What is the proper order for questions intended to obtain basic, classification, and identification information?
8-10. What is a leading question? Give an example.
8-9. What are the guidelines available for deciding on question wording?
8-8. What are the issues involved in designing multiple-choice questions?
8-7. What are the advantages and disadvantages of unstructured questions?
8-6. What are the reasons that respondents are unwilling to answer specific questions?
8-5. What is a split-ballot technique and what is it used for?
8-4. What is a double-barreled question?
8-3. What are the different methods of administering a questionnaire?
8-2. Explain how the mode of administration affects questionnaire design.
8-1. What are the three main objectives of any questionnaire?
10. Develop a questionnaire for assessing consumer preferences for coffee shops.
6. What type of syndicate data will be useful to Dunkin’ Donuts?
5. Search social media (see Chapter 4) to obtain information on consumer preferences for coffee shops.
4. Use the Internet to determine the market shares of the major coffee shops, globally and in USA, for the last calendar year.
2. Dunkin’ Donuts is considering further expansion in the United States. Define the management decision problem.
4. Develop Likert-type scales to measure preferences for Dell and two other competing brands in social media.
3. Design Likert, semantic differential, and Stapel scales to measure consumers’ preferences for Dell computers.
2. Illustrate the use of rank-order and constant sum scales in a customer perception survey by Dell.
1. What primary scales of measurement have been employed in the Dell questionnaire? Illustrate each type.
7-30. Visit the websites of two marketing research firms conducting surveys. Analyze one survey of each firm to evaluate the itemized rating scales being used.
7-28. Design Stapel scales to measure customer perception of Pepsi soft drinks in terms of appearance and taste.
7-27. Search the Internet including social media to identify the top five selling automobile brands during the last calendar year. Rank-order these brands according to sales.
7-26. Surf the internet to find examples of surveys using semantic differential scales. Write a report describing the context in which these scales are being used.
7-25. Visit the website www.gartner.com. What type of scaling are they using in their surveys ranking vendor performances? Why did you choose this answer?
7-23. Develop a Likert scale for measuring the attitude of students toward the Internet as a source of general information. Administer your scale to a small sample of ten students and improve it. How
7-21. Develop a Likert, semantic differential, and Stapel scale for measuring store loyalty.
7-20. Identify the type of scale (nominal, ordinal, interval, or ratio) being used in each of the following. Explain your reasoning.a. I like to solve crossword puzzles.Disagree Agree 1 2 3 4 5b. How
7-19. How would you select a particular scaling technique?
7-18. What is the relationship between reliability and validity?
7-17. What is validity?
7-16. What is reliability?
7-15. Briefly explain the two types of measurement errors.
7-14. Discuss the use of social media in implementing itemized rating scales.
7-13. Briefly explain itemized rating scales and how they differ from the continuous rating scale.
7-12. Describe the Stapel scale.
7-11. What is a semantic differential scale? For what purposes is this scale used?
7-10. Describe the constant sum scale. How is it different from the other comparative rating scales?
7-9. What are some advantages of rank-order scaling over paired comparison scaling?

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