Questions and Answers of Essentials of marketing research

What is a knowledge management system? What various technologies might be used for knowledge management purposes?AppendixLO1
What is the role of cross-functional teams in implementing market-oriented decisions? Why is this role important? What makes it difficult to achieve?AppendixLO1
What are the facilitating conditions for a firm to successfully create a market-oriented organizational culture?Explain each one with sufficient detail to communicate its meaning and
For each of the four strategy types (Product Leader, Fast Follower, Operationally Excellent, and Customer Intimate), describe what the information/scanning focus should be.AppendixLO1
What is the relationship between a firm’s market orientation and its use of cross-functional teams?AppendixLO1
Why is marketing considered a boundary-spanning activity?AppendixLO1
What is the purpose of cross-functional product development teams?AppendixLO1
What are the five characteristics of cross-functional teams that produce blockbuster products?AppendixLO1
How does the contingency theory of high-tech marketing apply to the use of cross-functional teams?AppendixLO1
Elaborate on the many factors that affect the effectiveness of cross-functional teams.AppendixLO1
What is a team orientation? What are its characteristics?AppendixLO1
Which of the reward systems are best for technology companies? Why?AppendixLO1
What is R&D–marketing interaction? Why is it important in high-tech companies?AppendixLO1
How does the contingency theory of high-tech marketing apply to R&D–marketing interaction?AppendixLO1
What are the barriers to effective R&D–marketing interaction? Describe the many ways a high-tech company’s culture elevates technical personnel over marketing personnel. Also, explain the
Why are formal mechanisms for R&D–marketing interaction generally less effective than other mechanisms?AppendixLO1
What are the four ways to facilitate effective interaction between R&D and marketing personnel?Elaborate on each of the four ways with supporting detail.AppendixLO1
Which of the characteristics of a market-oriented company does the Buckman Labs vignette best describe?Are any major pieces missing?AppendixLO1
Does any information in the vignette suggest that Buckman Labs has achieved a proactive level of market orientation?AppendixLO1
Explain how a market orientation enables a business to achieve superior quality and develop innovative new products.AppendixLO1
Is cross-functional teamwork necessary to achieving an optimal level of market orientation? Why or why not?AppendixLO1
In 2007, Michael Dell returned as CEO of his company after leaving that post to serve as chairman. But after he left the day-to-day operations at Dell in 2004, the company faced increasing pressure
What is a knowledge-based economy? What are some of its key characteristics?AppendixLO1
What is meant by the phrase “The World Is Flat”?What are some examples of “flatteners”?AppendixLO1
What are the various types of partnerships a firm might form? Provide an example of each. Draw a supply chain to demonstrate the nature of the relationships.AppendixLO1
What are the various reasons for a firm to form partnerships?How do these change over the course of the product life cycle?AppendixLO1
What are the four strategies a firm has to set industry standards? What are the pros and cons of each?AppendixLO1
What are the three factors a company should consider in choosing its strategy to set industry standards?Under what conditions should a company choose the following strategies: Aggressive sole
What are the risks of partnering arrangements? How can each of these risks be mitigated?AppendixLO1
What factors are associated with the success of strategic alliances? Provide sufficient detail to show a sophisticated understanding.AppendixLO1
Why is outsourcing considered a vertical partnership?What are the drivers of the increasing prevalence of outsourcing?AppendixLO1
What is information technology outsourcing? Business process outsourcing? Original design manufacturing?AppendixLO1
Define the following terms: offshoring; captive offshoring;reverse outsourcing; near-shore outsourcing;homeshoring; farmshoring.AppendixLO1
What are the reasons for outsourcing? How do these reasons mirror the risks of outsourcing?AppendixLO1
Elaborate on the nature of the tension (conflicting goals) between the parties in an outsource relationship.AppendixLO1
What is the contingency approach to managing outsourcing for success? Describe each of the following contingent factors and how it affects a company’s outsourcing model:• Criticality of the
Overview the other success factors for outsourcing described in Table 5.8.AppendixLO1
What are the three factors that will continue to affect outsourcing trends in the future?AppendixLO1
What is open innovation? Why are companies pursuing open innovation in contrast to internally developed new products?AppendixLO1
Why are new product alliances more difficult to manage than other types of alliances? How should companies manage these alliances to generate successful new product innovations?AppendixLO1
How are industry clusters used to generate innovation?AppendixLO1
What are the upside benefits and downside risks of learning from partners? How can this tension be navigated?AppendixLO1
What is customer relationship marketing?AppendixLO1
How does a firm compute actual acquisition costs per customer? How does a firm decide how much to spend on customer acquisition?AppendixLO1
What is customer equity? How is it computed?AppendixLO1
What are the three steps in implementing a relationship marketing process (to manage it for customer equity)in a company?AppendixLO1
What are the three ways that high-potential customers(those a company would like to acquire and cultivate for a long-term relationship) are identified?AppendixLO1
What is customer share of wallet? What is cross-buying?How do these affect identification of high-potential customers?AppendixLO1
What are the four generic customer acquisition strategies?a. What else affects a company’s acquisition strategy?b. To what extent should a company use price discounting as an acquisition
How does a company determine which customers are worthy of retention efforts? What are the four categories of customers, and what are the appropriate retention strategies for each category? What is
What are the functions of CRM software? What is the success record of CRM installations? What are the reasons for failure? What can a company to do enhance the probability of a successful
“Thought” question: How do the unique characteristics of the high-tech environment affect the desirability of and techniques used to build customer relationships?AppendixLO1
Of the partners mentioned in the opening Apple vignette, which are vertical and which are horizontal? Of the horizontal partnerships, are they complementary or competitive?AppendixLO1
Compare and contrast the challenges and success factors mentioned by this chapter’s technology expert(Kevin Myette, R&D director, REI) in his efforts to form an industry-wide coalition to develop a
What kind of partnerships do you think Dean Kamen will need in order to maximize the odds of success for his revolutionary water purifying machine, the Slingshot? (See this chapter’s Technology
Why might the research team not have used multidimensional scaling across all the comparison countries instead of a Q-sort?
What does multidimensional scaling tell us that a Q-sort does not?
Draw up a semantic differential scale for assessing attitudes to Chinese goods.
What other techniques might have been appropriate to the study?
What are the limitations of Q-sort and multidimensional scaling?
What do you understand by the term measurement in marketing research?
Differentiate between concepts, constructs and definitions.
Differentiate between nominal, ordinal, interval and ratio-scaled data and indicate when each might appropriately be used in marketing research.
Describe the two main types of scaling.
Differentiate between paired comparisons, rank-order scales, constant sum scales, continuous rating, comparative scale or line marking and Q-sort.
What are the strengths and weaknesses of this questionnaire and cover letter?
Indicate what is meant by interactive research. What are its advantages and limitations?
What are omnibus studies? Explain their usefulness in practice.
How do syndicated research services differ from other kinds of marketing research services? What kinds of information do they collect?
How might Volvo find out why some customers prefer Mercedes or BMW?
What types of market research might help Volvo to refine the Oncore programme?
What types of market research would help Volvo to refine the CARE programme?
How could Volvo find out how to improve each of the six relationships identified earlier?
How might Volvo find out how effective the drivers are at acting as ambassadors for the cars?
Discuss the problems associated with quota sampling in surveys. How might such problems be solved?
Britvic’s original enthusiasm based on research seems to have been misguided.Discuss the kinds of thing that might have gone wrong.
Do you think that survey research might have a role to play in guiding any of the companies still interested in marketing iced tea to European countries, including the UK? Explain your answer.
What might be the best way for Phil Rice to obtain such data? Explain your answer.
What are the main ways of conducting surveys? Discuss their appropriateness for different kinds of research problems and explain their advantages and disadvantages.
What is a consumer panel? Indicate the main types of consumer panel and their purpose.
What are the essential components of ensuring that the sampling process is well managed?
What should Westbourne do to minimise the sampling bias?
What other information would be helpful in analysing these data?
What other analysis could be undertaken?
How might the data be reordered to make analysis easier?
What computer software would be available for analysing this type of data?
How might qualitative research be used to value brands?
What methods could be used to determine the most effective routes for investing in brands?
What differences in research approach would be needed to meet the differing needs of brand managers and finance managers?
How might the robustness of a brand be measured?
How might the objectiveness and accuracy of qualitative research into brand valuation be ensured?
What kind of marketing research might have led Muller to adopt a strategy that was contrary to the style used by existing yoghurt brands in the UK?
Is marketing research really of any value to a firm such as IBM when it comes to designing new PCs?
Build a causal model for the judgement of innovativeness.
Using the data in the case study, extract the key issues in judging innovativeness.
Here is a poorly worded set of questions attempting to establish how customers rate and perceive the products and services of a supermarket. The questions have to be answered by someone who has only
How might Westbourne be able to comply with Leisure and Amenities’ request to use some of the existing data?
What was wrong with the questions that could not be analysed?
What are the problems associated with designing a questionnaire to be completed by such a broad range of respondents?
What preparatory work should Westbourne do before redesigning the questionnaire?

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