Questions and Answers of Essentials Of Marketing 15th Edition

3-13. Why would a researcher decide to resort to panel data over survey data?
3-12. Explain what a panel is. What is the difference between purchase panels and media panels?
3-11. What is the nature of information collected by surveys?
3-10. List and describe the various syndicated sources of secondary data.
3-9. Differentiate between internal and external secondary data.
3-8. What is the difference between a data warehouse and data mining?
3-7. What are the differences between primary and secondary data?
3-6. Why should secondary data always be assessed before primary data?
3-5. Compare and contrast cross-sectional and longitudinal designs.
3-4. Differentiate between exploratory and conclusive research.
3-3. List the major components of a research design.
3-2. How does formulating a research design differ from developing an approach to a problem?
3-1. Define “research design” in your own words.
2-16. Identify five symptoms, each pertaining to a management decision problem, and a plausible cause for each one.
2-15. State management decision problems for which the following research problems might provide useful information.a. Estimate the sales and market share of department stores in a certain
2-14. State the research problems for each of the following management decision problems.a. Should a new product be introduced?b. Should a three-year-old advertising campaign be changed?c. Should the
2-13. Discuss the role of social media in enabling the researcher to define the marketing research problem and in developing an approach.
2-12. What is the most common form of analytical models?
2-11. Is it necessary for every research project to have a set of hypotheses? Why or why not?
2-10. What is the importance of secondary data analysis?
2-9. What guides the formulation of a research question?
2-7. What are some differences between a management decision problem and a marketing research problem?
2-6. What is the environmental context of a marketing research problem?
2-5. What is the difference between primary data and secondary data?
2-4. What is the role of the researcher in the problem-definition process?
2-3. What are some reasons why management is often not clear about the real problem?
2-2. Why is it important to define the marketing research problem appropriately?
2-1. What is the first step in conducting a marketing research project?
1-21. Visit www.marketresearchcareers.com. What are some of the common career paths in marketing research?
1-19. Visit the Vodafone website for your region. Write a report on the marketing and promotional activities done by the company.
1-18. Visit the websites of the top three marketing research firms in Table 1.1. Write a report on the services offered by these firms. Use the framework of Figure 1.5. What statements can you make
1-16. Search the Internet, including social media, to identify five examples of problemidentification research and five examples of problem-solving research.
1-15. Discuss an ethical issue in marketing research that relates to each of the following stakeholders: (1) client, (2) the supplier, and (3) the respondent.
1-14. List two possible limitations when using social media for marketing research.
1-13. How is a DSS different from an MIS?
1-12. What is a marketing information system?
1-11. What career opportunities are available in marketing research?
1-9. What are some of the reasons for the increased need for marketing research?
1-8. What is the main difference between a full-service and a limited-service supplier?
1-7. What are syndicated services?
1-6. Why do organizations conduct marketing research?
1-5. What are some of the issues that should be considered when conducting marketing research?
1-4. What are the different methods of conducting marketing research?
1-3. Define marketing research.
1-2. What decisions are made by marketing managers? How does marketing research help in making these decisions?
1-1. Describe the task of marketing research.
5. How can Dell use social media to obtain marketing research information?It is imperative that the marketing researcher behaves ethically with respect to the other stakeholders: the client, the
4. Would you like to pursue a marketing research career with Dell? Explain.It is imperative that the marketing researcher behaves ethically with respect to the other stakeholders: the client, the
3. What problem-solving research should Dell undertake?It is imperative that the marketing researcher behaves ethically with respect to the other stakeholders: the client, the respondents, and the
2. What problem-identification research should Dell undertake?It is imperative that the marketing researcher behaves ethically with respect to the other stakeholders: the client, the respondents, and
1. Discuss the role that marketing research can play in helping Dell maintain and build on its leadership position in the personal computers market.It is imperative that the marketing researcher
5. Develop a project schedule that clearly specifies the deadlines for the different steps.
1. Give the background of the client organization.
21. As part of the management team at Fox, which produces American Idol, how would you evaluate the report produced by Marcello and Litzenberger? How will the proposed study help you make decisions
20. If you were the supervisor in charge of the CARAVAN telephone interviewers, what challenges would you face?
19. Describe the sampling process employed by Opinion Research Corporation’s CARAVAN. (Hint: Visit www.orcinternational.com)
18. Critically evaluate the wording of the following question: “Who is your favorite American Idol?”
17. Discuss the role of measurement and scaling in assessing the audience response to American Idol.
16. Why did Marcello and Litzenberger not consider doing an experiment?What aspects of American Idol viewers should be researched by conducting an experiment?
15. Is the telephone survey the most appropriate method in this case? If not, which survey method would you recommend?
14. Discuss the role of qualitative research in gaining a better understanding of why people view American Idol. What insights can be gained from an analysis of social media?
13. What kind of secondary and syndicated data would be helpful in addressing the questions raised by Marcello and Litzenberger?What is the role played by such data?
12. If Marcello and Litzenberger decide to conduct this study, what research design should they adopt? Relate the different phases of the research design to specific aspects of the marketing research
11. Define the management decision problem confronting Marcello and Litzenberger and a corresponding marketing research problem.Show the linkages between the two.
10. What does this case suggest is the role of marketing research in marketing decision making?
9. How should Marcello and Litzenberger account for the role of social media in designing this research?
8. If we take this line of reasoning seriously, the implications are __________.(What consequences are likely to follow if people take Marcello and Litzenberger’s reasoning seriously?)
7. The main inferences/conclusions in this case are __________.(Identify the key conclusions that the case protagonists present.)
6. The results can be put into context by comparing them to __________.(Place the quantitative results into an easy-to-understand context by expressing them as percentages or by comparing them to an
5. The most important information in this article is __________.(Identify the facts, observations, and/or data Marcello and Litzenberger use to support their conclusions. Be quantitative.)
4. The methods used to answer their key questions were __________.(Describe the general approach used and include details that assist in evaluating the quality of the results, for example, sample
3. The key questions that Marcello and Litzenberger want to address are __________.(Identify the key questions in the minds of the case’s protagonists.)
2. The main purpose of Marcello and Litzenberger’s study was __________.(State as accurately as possible the purpose for doing the study.)
1. Marcello and Litzenberger felt it was important to conduct this study because __________.(State the relevant background information used to justify their work.)
29. If the survey conducted by JPMorgan Chase were to be conducted in Argentina, how should the marketing research be conducted?
28. Write a report for JPMorgan Chase based on all the analyses that you have conducted. What do you recommend that JPMorgan Chase do in order to continue to grow?
27. Can the likelihood of “continue to use your primary provider at least at the same level as up to now” (Q3) be explained by the ratings of the primary financial provider (Q6_a through
26. Can the likelihood of “recommend your primary provider to someone you know” (Q2) be explained by the ratings of the primary financial provider (Q6_a through Q6_m) when these ratings are
25. Is the likelihood of “recommend your primary provider to someone you know” (Q2) lower than the likelihood of “continue to use your primary provider at least at the same level as up to
24. Is “the performance of investments with this provider” (Q1_a)more important than “online services offered” (Q1_e)?Formulate the null and alternative hypotheses and conduct an appropriate
23. Are any of the ratings of the primary financial provider (Q6_a through Q6_m) different for those who rate the advantage of their primary provider as big compared to those who rate it as small (Q5
22. Are the ratings of any of the importance variables (Q1_a through Q1_l) different for those who rate the advantage of their primary provider as big compared to those who rate it as small (Q5
21. Is the recoded advantage of using primary provider (Recoded Q5) related to any of the recoded demographic characteristics?
20. Are the decision-making approaches (Q8) related to any of the demographic characteristics (Q9 through Q15, some recoded as specified previously for Chapter 10)?
19. Calculate an overall rating score for the primary financial provider by summing the ratings of all thirteen items in Q6 (Q6_a through Q6_m). Obtain a frequency distribution and summary
18. Recode overall satisfaction with service provider (Q6_a) into three categories (2–4 = 1, 5 = 2, 6 = 3).
17. Recode the advantage of using primary provider (Q5) into two categories (1–3 = 1 [small advantage], 4–5 = 2 [big advantage]).
16. Recode the following demographic characteristics into the categories specified: (a) Age (Q9) (27–57 = 1, 58–68 = 2, 69–75 = 3, 76–90 = 4); (b) Marital status (Q11) (now married = 1, all
15. Many of the importance items (Q1) have more than 10 percent missing values. Identify these items. How would you address these missing values?
14. How would you supervise and evaluate field workers for conducting the survey that you decided to use in question 8 for Chapter 5?
13. What sampling plan should be adopted for the survey you decided to use in question 8 for Chapter 5? How should the sample size be determined?
12. Critically evaluate the questionnaire developed for the JPMorgan Chase survey.
11. Develop a Likert scale for measuring attitudes toward JPMorgan Chase bank.
10. Illustrate the use of paired comparison and constant sum scales in measuring consumer preferences for banks. Should any of these scales be used?
9. Discuss the role of pre-experimental versus true experimental designs in helping JPMorgan Chase expand its product offerings.
8. If a survey is to be conducted to determine consumer preferences for banks, which survey method should be used? Explain.
7. Discuss the role of focus groups versus depth interviews in helping JPMorgan Chase expand its market share. What insights can be gained from an analysis of social media?
6. What type of syndicate data will be useful to JPMorgan Chase?
5. Use the Internet to determine the market shares of the major banks for the last calendar year.
4. Formulate an appropriate research design for investigating the marketing research problem that you have defined above in question 3 for Chapter 2.

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