Questions and Answers of Essentials of marketing research

During the 2006/2007 season, revenue in the European Premier Football Leagues totalled ????13.6 billion (Deloitte, 2008). The ‘big five’ – English Premiership, German Bundesliga, Spanish La
appreciate, in particular, the use of traditional management science/operational research tools in marketing.
appreciate the nature of marketing decision-support mechanisms
understand how it may differ from research in the home market.
appreciate how marketing research is organised and conducted in global markets
understand the concept of internal marketing and the role that can be played by marketing research within such a context.
appreciate how marketing research can be applied to the marketing of services
understand the differences and similarities between consumer marketing research and business-to-business marketing research
understand how marketing research may be applied to specific areas of marketing.
understand how to use some of the visual and electronic aids that are available to the presenter.
appreciate the preparation of different aspects of the presentation
understand the importance of the presentation to the success of a research study
convey meaning in the analysis through the use of matrices, networks and diagrams.
understand how to improve data display
appreciate the types of computer program that may be used to help in the process of categorisation and other aspects of qualitative research
understand the general overall approach to qualitative analysis
appreciate how the computer can be used to transform and facilitate the interpretation of research data.
understand how to analyse data with statistical methods
understand how to code questions
understand how to convert into tables data collected with research instruments
understand how to identify meaningful patterns in research data
understand the different kinds of approaches that can be taken to test marketing.
understand the function and limitation of different experimental designs
appreciate how experimentation can be applied in marketing
understand the role played by observational techniques in marketing research
understand the difference between focus groups used for consumer product research and those used for industrial research.
appreciate the techniques used in moderating group discussions
understand the possible misuse of focus groups
understand the nature and uses of focus groups
understand the principles involved in testing and debugging questionnaires.
understand the principles involved in designing and constructing questionnaires
appreciate the difference between single-item versus multiple-item scales.
distinguish and illustrate the non-comparative types of measurement scale
describe and illustrate the comparative types of measurement scale
distinguish between the various types of measurement scale
appreciate the basic concepts of measurement and scaling
appreciate the merits of different survey methods.
understand that, when using surveys to help answer a marketing problem, relevance, accuracy, timeliness and cost must be taken into account
understand the criteria used for selecting the data-collection method best suited to the specific marketing research problem on hand
appreciate the various approaches to collecting primary data through surveys: postal surveys, personal interviews, telephone surveys, completely self-administered surveys, panels and omnibus studies
appreciate the nature of the sources of sampling and non-sampling error and how to minimise them.
understand the primary approaches for determining sample size
understand the major types and primary practical uses of both probability and non-probability sampling
understand the important features of both probability and non-probability samples
appreciate the key elements involved in devising a sampling plan
understand how to start systematically to collect these data.
appreciate the various sources of secondary data
appreciate the need to plan, schedule and control a marketing research project, probably with the aid of computer-based PERT in this process.
appreciate the cost and value of marketing research
understand how marketing research helps in allaying uncertainty
appreciate problems created by non-response in marketing research.
appreciate the need for creativity in marketing research
understand how the Internet can be used in marketing research
understand the ethical issues involved in marketing research
recognise the role played by marketing research agencies and the kind of services they provide
appreciate the major divisions of marketing research and how it is part of marketing strategy
define marketing research, understand the philosophy of science and understand how marketing research relates to marketing decision making and planning
Select an ethical dilemma faced by a high-tech company.Use the four-step framework presented to analyze the issue and make a recommendation.AppendixLO1
Select a company that could benefit from an environmental strategy. Apply the four-step model to create a strategy for it.AppendixLO1
Identify a social entrepreneurial business enterprise.Describe its mission and approach. Evaluate it on the keys to success for pursuing BOP markets.AppendixLO1
Select a high-tech company and offer three suggestions for corporate social responsibility initiatives based on linking CSR to business strategy.AppendixLO1
Evaluate one high-tech company with respect to its approach to the triple bottom line.AppendixLO1
Pick a high-tech company and assess how the six key domains in the external environment will affect it. Be thorough and specific in terms of those that pose opportunities and those that pose
Examine Eli Lilly’s corporate citizenship initiatives.a. Which of its initiatives fall into which areas of the triple bottom line?b. How should the performance of Lilly’s MDR-TB initiative be
What are the steps used to address ethical dilemmas?What are the benefits of this four-step framework?AppendixLO1
What is greenwashing? What are the six ways companies greenwash their claims?AppendixLO1
What are three challenges that companies will face with their environmental strategies?AppendixLO1
What are some other strategies that companies can use in their pursuit of “natural capitalism”?AppendixLO1
Why would companies prefer regulation of greenhouse gas emissions to the alternative?AppendixLO1
What is the best-practices four-step approach for a company’s environmental strategy?AppendixLO1
What are carbon offsets? What concerns do they raise?AppendixLO1
What is the Kyoto Protocol? How do cap-and-trade systems work? What is the Kyoto Protocol’s Clean Development Mechanism (CDM)?AppendixLO1
Why are executives increasingly concerned about global climate change? Why are high-tech companies playing a leadership role in environmental strategies?AppendixLO1
Why is mobile telephony increasingly being viewed as a solution to the digital divide? How do mobile phones solve problems that create poverty? What are the barriers to mobile telephony as a solution
What are the various solutions that can be used to bridge the digital divide?AppendixLO1
How does the digital divide manifest itself in the U.S.? Globally?AppendixLO1
What is the digital divide? Why is access to technology considered a problem?AppendixLO1
What are the criticisms of BOP strategies? Do you think they are valid? How can they be addressed?AppendixLO1
What are the three types of ventures that social entrepreneurs can form? What is the debate regarding nonprofit versus business ventures?AppendixLO1
What is social entrepreneurship? What are some of the characteristics of social entrepreneurs?AppendixLO1
What were some of the problems with BOP 1.0 strategies? How do BOP 1.0 strategies differ from BOP 2.0 strategies? What are the key elements of BOP 2.0 strategies?AppendixLO1
What are the two approaches presented that categorize BOP problems/opportunities?AppendixLO1
Why are BOP markets hard to serve?AppendixLO1
What is the continuum of approaches used to address BOP problems? How do market-based approaches differ from traditional approaches? What is their logic?AppendixLO1
Why are high-tech companies particularly well suited to solving BOP problems?AppendixLO1
Describe the tiers of the world economic pyramid.Are BOP markets found only in developing countries?AppendixLO1
Identify the various tips for best-practices CSR strategies.With respect to these best practices:a. What are the four domains that guide a company’s CSR initiatives to its business strategy?b. How
What is the impact of a company’s CSR initiatives on consumer response?AppendixLO1
What explanations exist for the lack of a direct relationship between a company’s social performance and its financial performance? Be sure to be thorough in your answer.AppendixLO1
What is the relationship between a company’s social performance and its financial performance? Why would companies with a strong CSR philosophy find this question superfluous?AppendixLO1
Why is it important that companies measure their social and environmental performance? How can they best do so?AppendixLO1
What are the challenges in assessing triple bottom line performance (also known as corporate social performance and environmental performance)?AppendixLO1
Why is a simple “Profit Revenue – Cost” model insufficient for evaluating a company’s triple bottom line performance? How do triple bottom line companies view “profit” compared to
Describe the three different approaches companies take to CSR. Be thorough.AppendixLO1
What is meant by “cradle-to-grave” or “cradle-tocradle”thinking?AppendixLO1
What is sustainability?AppendixLO1
What are the various ways a company can exhibit social responsibility with respect to the planet?AppendixLO1
What is corporate philanthropy? How do companies select the causes they give to?AppendixLO1
What are the various domains included in the “people”aspect of CSR?AppendixLO1
What outcomes do businesses seek with their CSR initiatives?AppendixLO1

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