Questions and Answers of Essentials Of Marketing 15th Edition

7-8. What is a paired comparison?
7-7. What is a comparative rating scale?
7-6. Can the primary scales of measurement be implemented in social media? Explain your reasoning.
7-5. What are the advantages of a ratio scale over an interval scale? Are these advantages significant?
7-4. What are the implications of having an arbitrary 0 point in an interval scale?
7-3. Describe the differences between a nominal and an ordinal scale.
7-2. What are the primary scales of measurement?
7-1. What is measurement?
13. Discuss the ethical issues involved in researching consumer preferences for toothpaste brands.
12. Illustrate the use of the primary type of scales in measuring consumer preferences for diaper brands in social media.
10. Illustrate the use of the primary type of scales in measuring consumer preferences for toothpaste brands.
8. P&G has developed a new toothpaste that provides tooth and gum protection for twentyfour hours after each brushing. It would like to determine consumers’ responses to this new toothpaste before
6. What type of syndicated data will be useful in addressing the marketing research problem?
5. Use the Internet to determine the market shares of the major toothpaste brands for the last calendar year.
2. P&G is considering increasing its market share. Define the management decision problem.
1. Discuss the role that marketing research can play in helping P&G build its various brands.
2. If a mall-intercept interview is used and Dell conducts causal research without randomizing respondents, which pre-experimental design would you recommend?
1. Is causal research necessary in this case? If so, which experimental designs would you recommend and why? If not, describe a scenario in which causal research would be necessary. Can the latter
6-19. Explain how you would implement a posttest-only control group design on the Internet to measure the effectiveness of a new print ad for Toyota Camry.
6-16. Hardees is developing a new dessert menu. How could a web-based market experiment be prepared to test customer acceptance of the items included on the menu?
6-15. Survey the relevant literature and write a short paper on the role of the computer in controlled experiments in marketing research.
6-12. In the experiment just described, suppose the respondents had been selected by convenience rather than randomly. What type of design would result?
6-10. How can social media be used to conduct an experiment?
6-9. What is test marketing?
6-8. Should descriptive research be used for investigating causal relationships? Why or why not?
6-7. What is one way of measuring whether randomization has been effective?
6-6. What advantages do statistical designs have over basic designs?
6-5. List the steps involved in implementing the posttest-only control group design. Describe the design symbolically.
6-4. Differentiate between experimental and control groups.
6-3. What is the most common statistical design? Explain it.
6-2. What is one way of having the optimum combination of internal and external validity during experimental research?
6-1. What are the requirements for inferring a causal relationship between two variables?
4. AFLAC wants to test a duck commercial against a non-duck commercial to determine which ad generates more favorable attitudes toward AFLAC. What type of experimental design would you recommend? Why
2. Identify sources of secondary data that would be useful in forecasting the demand for supplemental health and life insurance.
4. Visit a store selling PCs and notebooks (e.g., Best Buy, Sears, etc.). If this store wants to conduct a survey to determine consumer preferences for PCs and notebook computers, which survey method
3. Can Dell use the observation method to determine consumers’ preferences for PCs and notebook computers? If so, which observation method would you recommend and why?
2. Compare the various survey methods for conducting the Dell survey. Could Dell have used social media? If so, how?
1. The Dell survey was administered by posting it on a website and sending an e-mail invitation to respondents.Evaluate the advantages and disadvantages of this method. Do you think that this method
5-11. Locate an Internet survey and examine the content of the questionnaire carefully. What are the relative advantages and disadvantages of administering the same survey using CATI or
5-10. Locate and answer an Internet survey for which you would qualify as a respondent. How would you evaluate this survey based on the discussion in this chapter?
5-8. Describe a marketing research problem in which both survey and observation methods could be used for obtaining the information needed. Is the use of social media appropriate in your case?
5-7. What are the relative advantages and disadvantages of observation?
5-6. Name the types of mechanical observation, and explain how they work.
5-5. What are the advantages of internet surveys over mail surveys?
5-4. What are cold surveys? How are they different from mail panels?
5-2. What are mixed-mode surveys and when are they used?
5-1. Explain briefly how the topics covered in this chapter fit into the framework of the marketing research process.
4. Starbucks is thinking of introducing a new gourmet coffee with a strong aroma. Can a survey be used to determine the consumer reaction to this coffee prior to national introduction? If so, which
1. Use the Internet to identify secondary sources of information pertaining to coffee consumption in the United States. What insights into coffee consumption can be obtained from social media
5. How can Dell use social media to conduct qualitative research?
4. Design sentence completion techniques to uncover underlying motives for personal computer purchases.
2. Can projective techniques be useful to Dell as it seeks to increase its penetration of U.S. households? Which projective technique(s) would you recommend?
4-19. Macy’s has asked you to conduct focus groups to research how to increase their online sales to women above 50. Explain how you would conduct these focus groups and why.
4-18. Visit the website www.b2binternational.com. How can business-to-business (B2B)research benefit from online marketing research communities?
4-17. Visit the website http://www.atlasti.com/. Explain how their most recent product utilizes netnography and how marketing researchers can benefit from it.
4-16. Suppose Baskin-Robbins wants to know why some people do not eat ice cream regularly.Develop a cartoon test for this purpose. How can social media help Baskin-Robbins?
4-15. Following the methods outlined in the text, develop a plan for conducting a focus group to determine consumers’ attitudes toward and preferences for imported automobiles. Specify the
4-14. Discuss the use of social media to conduct qualitative research.
4-13. When should projective techniques be employed?
4-12. Why do researchers sometimes resort to role plays or third person technique to collect responses instead of one-on-one interviews or direct focus groups?
4-11. What are projective techniques? What are the main projective techniques?
4-10. What are the major advantages of depth interviews?
4-9. What would be an integral part of a skillful moderator’s process of conducting a depth interview? Why?
4-8. Give two ways in which focus groups can be misused.
4-7. Why should one safeguard against professional focus group respondents?
4-6. How are focus group participants selected?
4-5. Why is the focus group moderator so important in obtaining quality results?
4-4. Why is the focus group the most popular qualitative research technique?
4-3. How are qualitative research procedures classified?
4-2. What is qualitative research and how is it conducted?
4-1. What are the primary differences between qualitative and quantitative research techniques?
4. How can qualitative research be used to strengthen Nike’s image? Which qualitative research technique(s) should be used and why? How can Nike make use of social media in this context?
1. Nike would like to increase its share of the athletic shoe market. Define the managementdecision problem.
9. Would an analysis of social media data be helpful in understanding women’s preferences for professional sports? How?
8. What type of syndicated data would be useful in better understanding women’s preferences for professional sports?
7. What type of secondary data would be useful in better understanding women’s preferences for professional sports?
6. What type of research design would you recommend for investigating the marketing research problem?
3. What is the main competition faced by the NFL?
2. The NFL would like to increase its penetration of the women segment. Define the management decision problem.
1. Football is a male-dominated sport. Discuss the role that marketing research can play in helping the NFL more effectively market the league to women.
2. Define the management decision problem facing Dell as it seeks to maintain and build on its leadership position in the personal computer market.
1. Search the Internet, including social media, on Dell and briefly describe the environmental context of the problem surrounding the company.
8. What information available from Nielsen at www.nielsen.com can help Dell evaluate the effectiveness of its website?
7. What information is available on consumer technology usage from syndicated firms? How can Dell use this information? (Hint: Visit www.npd.com; under“Industries,” select “Technology.”)
6. What information available from social media would be useful to Dell as it seeks to increase its penetration of U.S. households?
5. Visit the U.S. Census Bureau at www.census.gov. As Dell seeks to increase its penetration of U.S. households, what information available from the U.S.Census Bureau would be helpful?
4. Search the Internet to find information on the latest U.S. market share of Dell and other PC marketers.
3. Describe one way in which Dell can use causal research.
2. Describe one way in which Dell can use descriptive research.
1. How can Dell use exploratory research to understand how household consumers buy personal computers and related equipment?
3-29. Visit www.standardandpoors.com. What kind of information does it provide about organizations?
3-28. Visit www.npd.com and write a description of the panels maintained by NPD.
3-24. Visit the webpage of three of the marketing research firms listed in Table 1.1 in Chapter 1.What types of research designs have been implemented recently by these firms?
3-21. Obtain automobile industry sales and sales of major automobile manufacturers for the last five years from secondary sources.
3-19. Discuss the use of social media as a source of secondary data.
3-18. How can exploratory and descriptive research be implemented in social media?
3-17. Why is it desirable to use multiple sources of secondary data?
3-16. Describe the information provided by industry services.
3-15. What is an audit? Discuss the advantages and disadvantages of audits.
3-14. What is one way to increase the value of syndicated data?

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