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essentials of marketing research

Questions and Answers of Essentials of marketing research

What are the five main elements of the promotional mix?
What are the stages in the marketing communications planning flow?
What are the three broad stages of buyer readiness, and how might the balance of the promotional mix vary between them?
What are the main categories of marketing communication objectives?
What are the main advantages and disadvantages of objective and task budget setting compared with the other methods?
How and why might the balance of the promotional mix differ between:(a) the sale of a car to a private individual; and(b) the sale of a fleet of cars to an organisation for its sales representatives?
In what ways can advertising support the other elements of the promotional mix?
Find examples of advertising that uses:(a) rational appeal(b) a fear appeal.Why do you think the advertisers have chosen these approaches?
Find a current advertising campaign that uses both television and online media. Why do you think both media are being used? To what extent is each medium contributing something different to the
Describe the stages in developing an advertising campaign.
How do the objectives on retailer–consumer sales promotions differ from those of manufacturer-consumer sales promotions?
Research a recent new product launch by a manufacturer in a consumer market. What role did sales promotion play in the launch?
Explain the role that direct marketing can play in both creating and retaining customers.
Collect three pieces of direct mail and for each one assess:(a) what you think it is trying to achieve;(b) how that message has been communicated;(c) what involvement devices have been used to
Compile a checklist of criteria against which a fashion e-tail website might be assessed. Visit three websites e-tailing clothing to a similar target audience. Compare and contrast those sites in
Draw up a table listing the advantages and disadvantages of e-mail marketing compared with more traditional approaches to direct marketing.In what kind of situations do you think e-mail marketing
Discuss Ritson’s (2010) view that social media represent a ‘new and relatively insignificant communications tool that has limited potential for a very small proportion of brands’.
What is viral marketing and why is it so useful to the marketer?
What are the stages in the personal selling process?
Find 20 job advertisements for sales representatives and summarise the range of characteristics and skills sought. Which are the most commonly required and to what extent do you think that they are
What factors might contribute to successful exhibition attendance?
What is PR and in what ways does it differ from other elements of the promotional mix?
Find a corporate story that has made the news recently. It might be a ‘crisis’, a takeover battle, job losses or creation, new products or big contracts, for instance. Collect reports and press
Find out as much as you can about three different arts sponsorship projects. What role do you think the sponsorship plays in the sponsor’s marketing strategy and what benefits do you think they
Define the main factors influencing organisations’marketing strategies.
Define the stages in the marketing planning process.
What is a product portfolio and what are the problems of implementing portfolio models in practice?
Using whatever information you can find, develop a SWOT analysis for the organisation of your choice. What are the implications of your analysis for the organisation’s short- and long-term
For each cell of the Ansoff matrix, find and discuss an example of an organisation that seems to have implemented that particular growth strategy.
What kind of marketing organisational structure would be appropriate for each of the following situations and why?(a) a small single product engineering company;(b) a large fmcg manufacturer selling
What are the main characteristics that distinguish services from physical products?
What are the ten criteria that affect customers’perceptions of service quality?
Design a short questionnaire for assessing the quality of service offered by a local dental practice.
In what ways might the following service organisations define and improve their productivity:(a) a theme park;(b) a university;(c) a fast food outlet?
In what ways do non-profit organisations differ from other types of business?
What do you think might be the main sources of revenue for the following types of non-profit organisation and what revenue generation problems do you think each faces:(a) a small local charity;(b) a
1. Calculate a mean and a standard deviation for each variable.2. Set a 95 percent confidence interval around the mean for each variable.3. Calculate the median, mode, and range for each variable.4.
How do you believe the Internet has facilitated research? Try to use the Internet to find the total annual sales for Starbucks and for Toyota. You might start by using a general search engine like
Input “Starbucks” or “McDonald’s” in an Internet search engine available through your library’s reference service or even a general search engine such as Google News. Look at the articles
The Federal Reserve Bank of St. Louis maintains a database called FRED (Federal Reserve Economic Data). Navigate to the FRED database at http://research.stlouisfed.org/fred. Randomly select a
How ethical is it to do business in different countries around the world? An international organization, Transparency International, keeps track of the perception of ethical practices in different
The following table gives a football team’s season-ticket sales, percentage of games won, and number of active alumni for the years 1998–2007.a. Estimate a regression model for sales = Percentage
Interpret the following computer cross-tab output including a χ2 test. Variable EDUCATION is a response to “What is your highest level of educational achievement?” HS means a high school
Go to http://www.spss.com and click on a few tabs such as “Solutions,” “Software,” and “Customers.” What kinds of business problems can SPSS products help address?
What is a p-value and how is it used?
Investigate to see which of the software packages discussed in the chapter are available to you either through your university or via the use of this book. Explore the programs. Which seems most user
Go to http://www.dartmouth.edu/~chance/ to visit the Chance course. The Chance course is an innovative program to creatively teach introductory materials about probability and statistics. The Chance
How can a market researcher try to be confident that the target population involved in some research situation is defined properly?
List the decisions that researchers face in trying to construct a valid and reliable questionnaire. At what stage do you think most questionnaires directed at students are most likely to go wrong?
A lobbying organization designs a short questionnaire about its political position. It also includes a membership solicitation with the questionnaire. Is this approach ethical?
Design a questionnaire for a bank located in a college town to investigate the potential for attracting college students as checking account customers.
Design a questionnaire for your local Big Brothers and Big Sisters organization to investigate awareness of and willingness to volunteer time to this organization.
Design a complete self-administered questionnaire for a bank to give to customers immediately after they open new accounts.
Design a complete personal interview questionnaire for a zoo that wishes to determine who visits the zoo and how they evaluate it.
Design a short but complete questionnaire to measure consumer satisfaction with an airline.
Design a complete questionnaire to evaluate a new fast-food fried chicken restaurant.
Design one or more questions to measure how a person who has just been shown a television commercial might describe the commercial.
The following question was asked of a sample of television viewers: We are going to ask you to classify the type of fan you consider yourself to be for different sports and sports programs.•
Evaluate and comment on the following questions, taken from several questionnaires:a. A university computer center survey on SPSS usage:How often do you use SPSS statistical software? Please check
What is a contrived observational approach? Are contrived observational approaches ethical? Would they be considered unobtrusive?
Why is it so important today for researchers to take advantage of new technologies in finding new ways to communicate with respondents?
What potential sources of error might be associated with the following situations?a. In a survey of frequent fliers age 50 and older, researchers concluded that price does not play a significant role
ETHICS One purpose of the United Kingdom’s Market Research Society is to set and enforce the ethical standards to be observed by research practitioners. Go to its Web site at http://
Try to participate in a survey at a survey Web site such as http://www.mysurvey.com or http://www.themsrgroup.com. Write a short essay response about your experience with particular attention paid to
Comment on the following interview:Interviewer: Good afternoon, sir. My name is Mrs. Johnson, and I am with Counseling Services. We are conducting a survey concerning Memorial Park. Do you own a
Use the internet to find at least five marketing research firms that perform survey research. List and describe each firm briefly.
Use a web browser to go to the Gallup Organization’s home page (http://www.gallup.com). The Gallup home page changes regularly. However, it should provide an opportunity to read the results of a
To learn more about data warehousing, go to http://www. dwinfocenter.org. How could a company that provides music and video files via the Internet use a data warehouse?
What is predictive analytics? Think about the three Web sites that you interact with most. List at least 10 pieces of information that you exchange with these Web sites that you believe have
Find an article illustrating an example of an applied marketing research study involving some aspect of technology. How does it differ from a basic research study also focusing on a similar aspect of

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