Questions and Answers of Essentials of marketing research

Show how you would draw up these findings into a management report and presentation.
Draw up a report based on the summaries shown in the table, paying particular attention to the graphical means of summarising the data.
When preparing a research report, where should you begin? Why?
How should the oral report differ from the written report?
Indicate the types of visual aid that might be used in making an oral presentation.
What role has market research played in the success of Sˇkoda?
How might Sˇkoda research a new market, such as China?
What techniques might be used to monitor the image of the cars?
Although the JD Power Survey has been very positive about Sˇkoda, what are the potential problems with relying on a survey of this kind?
How should the report be written in order to meet the needs of the Wallaby Tours directors?
What recommendations can you make for Wallaby Tours?
What conclusions can you draw from analysis of the data?
Construct a cognitive map showing the respondent’s ideas about the possible uses of aluminium foil.
Analyse the responses in the best way you can.
What do you understand by qualitative analysis? How is it different from quantitative analysis?
What are the steps involved in the general process of qualitative research?
Indicate some of the operational aspects of qualitative research. What purpose do they serve?
Discuss the role that computer programs can play in qualitative research.How can they specifically help with some of the operational aspects?
What are data displays?
What are the two kinds of data display that can be used in qualitative research? How do they compare with data displays that can be used in quantitative research?
To what purposes might cognitive maps be put in qualitative research?
What are causal diagrams? What use are they in the context of qualitative research?
Prepare a report based on the figures in the table.
What are the market research implications of trying to develop a pan-European image for the cars?
Discuss how the classifications given in this case study might be used in segmentation research studies.
On looking at the results of the survey, the firm feels that it should increase its prices by
What secondary sources might be useful for the banks in identifying customers within their chosen niche markets of credit cards and car loans?
Design a marketing research system that will help the hotel maintain the level of service quality that it is hoping to achieve. Account should be taken of both the hotel’s internal and external
How might marketing research help the travel business to unravel some of its problems that are as yet unresolved?
Suggest a programme of marketing research that could be useful in helping an orchestra develop a good marketing strategy.
Draw up a research proposal for the city council that will specifically address the question of identifying the quality of the communication processes with employees.
What is business-to-business marketing research? How does it differ from consumer marketing research?
Discuss how shopping studies can help decision making in a large retailing organisation.
Consider how SERVQUAL might be used in an organisation of your own choice.
List the various sections that go into making a marketing research report and briefly state what each section includes.
Discuss the role of marketing research within the context of internal marketing.
Examine how marketing research that looks at internal marketing might interface with that which looks at external customers.
How might the banks research the market for retail customers?
What would be the main difficulties in researching the corporate market in northern Portugal?
How might banks decide which retail customers are also potential corporate clients?
%. Do you think this would be a good idea? Explain your reasons.
How might one conduct conduct research into the effectiveness of classical and pop music in the context of TV advertising?
Discuss the kinds of problem that would be encountered in segmentation research in South African markets.
Assume a tourism promotion agency is to be set up in Bukhara. Suggest a research proposal that could be implemented in order to establish how the concepts of market segmentation, targeting and
Explain how marketing research can be used in product generating and testing.
What is product delivery? What is the relevance of marketing research to this topic?
Discuss the role of the Delphi technique in product research.
What is market segmentation research? What actually takes place?
Discuss the problems involved in identifying competitors and indicate how firms might obtain information about competitors’ strategies and intended strategies.
Indicate the different marketing research methods that have been successfully applied in researching the elements of the marketing mix.
What kind of secondary sources might be useful to the banks in identifying business customers?
How can an intranet help manage knowledge?
What is the moderator’s guide? What does it contain and how is it used?
How would you design an experiment for Thompson Toys, using the crèche children as experimental subjects?
Assuming that Barry can find a financial backer to produce and market the invention, how might the idea be tested out among potential customers?
What advice would you offer Mr Cheung?
What advice would you give Bill?
Indicate the different types of observation procedure that may be used. Give examples of when each might be appropriate.
What is meant by scanning? What use can be made of information gathered in this way?
What are the essential features of an experiment?
Distinguish between the different types of experimental design, including statistical designs, indicating the limitations of each one.
What is test marketing? What factors should be taken into account when setting up a traditional test market?
What are consumer-tracking studies? What is their purpose?
Plot the figures in the form on a graph, using a separate plot for each attribute.What can you deduce from the shape of the lines?
What other factors might affect the validity of the research done at the crèche?
What types of experiment could be substituted for the observation methods used by Thompson?
What could be done to overcome the researchers’ concerns about sample size?
Indicate the important points that should be made when briefing a moderator.
What are the important points to bear in mind about industrial focus groups?
What are depth interviews and what is their purpose? What advantages and limitations do they have when compared with focus groups?
Explain the nature of projective techniques.
Do women buy cosmetics to cover up or to enhance what nature has provided?
Do women have different wants and needs as far as cosmetics are concerned?
What kind of advertising gimmicks are likely to be most effective?
Is there an element of fantasy in buying and using cosmetics?
Design a marketing information system for an SME marketing a soft drink.How would you incorporate marketing research data into such a system?
How might Thompson Toys resolve the conflicts between the nursery nurse and the researchers?
What type of observation would be appropriate in these circumstances?
How might the respondents be divided so that the researchers could determine whether responses regarding one attribute of the restaurants relate to responses regarding another attribute?
Which of the attributes show significant correlations with each other? What might be the reasons for these correlations?
What are the sources of bias in data of these types?
What is the range in the data in Question
?
What is the standard deviation and variance of the data in Question
?
In a survey of
consumers, the question asked was: Are you aware of brand X? The tally of responses are shown separately for both men and women in Table
.19.Is there a difference between men and women in terms of their respective levels of awareness of brand X? TABLE 10.19 Awareness of brand X Men Women Yes No 56 55 85 65 76
What are analysis of variance techniques? What do they attempt to measure?In the context of what kinds of problem might they be useful?
Data for 14 brands of cider and their price and alcohol content per glass are shown in Table 10.20.For the data:(a) Produce a scattergraph to show the relationship between the two variables.(b)
Table 10.21 is a dataset similar to that in Table10.8, which refers to a different area of the country. Use multiple regression analysis to analyse the dataset. TABLE 10.21 Houses for sale in another
Indicate the possible applications, in marketing research, for:(a) cluster analysis(b) factor analysis(c) conjoint analysis(d) multidimensional scaling.
.18.Which average best describes the data? Number of cars per household in 25 surveyed households TABLE 10.18 Cars per household 1 1 2 10002 2 2 4 1 2 1 22131 21032 2 1221T
Calculate the mean, the median and the mode in the case given in Table
.17. TABLE 10.17 Number and percentage of house owners among three age groups Total 18-29 (number) 30-49 (number) 50+ (number) Total interviews % house owners 150 36 230 65 140 29
How might the firm improve the form in order to obtain better quality data?
How might you check whether the variation shown in the data is statistically significant?
Plot the
attribute scores on a two-dimensional graph, the axes being(a) importance of attributes and (b) Summit’s performance on the attributes.
How might Summit interpret this graphical representation of the data?

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