Questions and Answers of Marketing Research 13th

6. Why do organisations maintain customer databases?
7. Why are marketing research departments in many large organisations changing their names to customer insight departments? To justify this change, in what activities should the renamed department be
8. Considering the Industry Viewpoint on page 19, discuss the proposition that ‘it is not enough to intellectually understand the insight; they [marketing personnel] need to feel it’.
9. Considering the Industry Viewpoint on page 19, why do you need both customer contact and marketing research to gain customer insight?
10. Often when research is undertaken into the potential for totally new technologies, the results sometimes incorrectly suggest that the product will be a failure. Why do you think that is?
3. What is the difference between internal and external secondary data?
4. For an airline passenger that flies frequently using an airline loyalty card, what could the airline’s database likely tell you about that customer?
5. Explain what data mining is and where it may be useful.
6. List the possible decision areas that could be improved with big data analytics.
7. Obtain as much information as you can using secondary sources about the liquid milk market in your country.
8. For each of the following products and services, which industry associations would you contact for secondary data: (a) glass bottles; (b) farm machinery;(c) plumbing services; (d) photographic
6. Discuss the ethics of using CCTV cameras for marketing research.
9. What topics or keywords should an international car hire company be monitoring through social media listening?
2. In the screening questionnaire (see Example 5.4), the interviewer is asked to tally the people who are rejected. Why do you think this is?
3. Why is qualitative research widely used in the development of advertising?
4. Why are response rates for telephone interviewing on the decline?
5. How can the response rates of online surveys be improved?
6. Why do some studies require a multimode approach to data collection?
7. Describe the workings of an omnibus survey and explain why a client may use one.
8. Discuss the proposition that panels will soon replace all other methods of delivering a survey.
9. Describe the workings of a panel and explain why a panel may be used instead of a one-off survey.
10. In what circumstances would you use a placement test rather than a hall test?
9. What is the purpose of the interviewer quality control schemes used by the various research professional bodies across the world?
10. Discuss the problems of establishing representativeness for online surveys.
1. What are the advantages and disadvantages of transcribing interviews rather than simply listening to the recordings?
2. Read again the opening case on the police understanding the public, and develop codes to categorise the various themes in the case.
3. What are the benefits of attempting to display qualitative data in an abbreviated format?
4. Develop a spider-type diagram for the codes used in the restaurant experience in Example 9.1.
5. What can be done to assure research clients that the analysis has produced objective rather than subjective findings?
6. What role can software play in qualitative analysis?
7. What are the key advantages and disadvantages of qualitative analysis software?
8. What is grounded theory?
5. Explain the distinction between mathematical differences and statistical differences.
2. Describe the audience’s thinking sequence and identify their implications for the researcher.
3. What are the key guidelines for producing tables?
4. By what criteria would you evaluate a research report?
5. By what criteria would you evaluate an oral presentation?
6. Why is the executive summary such a critical component of a research report?
7. Distinguish between findings, executive summaries, conclusions and recommendations.
8. In presentations, why is eye contact so critical?
1. Discuss the benefits and limitations of executive team members meeting with customers in comparison to doing marketing research.
2. Identify the standards that you think should be assessed when undertaking a mystery shop of a McDonald’s restaurant.
3. What subjects would be most appropriate for McDonald’s to cover when undertaking research with farmers?
4. Discuss how McDonald’s would set up an eye-tracking experiment in their restaurants.
5. Discuss the types of information that McDonald’s may gain from an online community.
Locate an Internet survey for which you would qualify as a respondent. Answer this survey. How would you evaluate this survey based on the criteria factors of Table 6.2? TABLE 6.2 A Comparative
Why would a company opt to run online focus groups?
Why might focus group results be subject to bias?
Suggest two additional aspects to consider with international focus groups.
How can social media be used to conduct qualitative research?
Discuss the role of mobile marketing research in conducting focus groups.
Ask your instructor or other faculty members if you could serve as a respondent in a computer-assisted personal interview. Then answer the same questionnaire in a pencil and paper format. Compare the
Why would you use a fixed alternative question format in a survey?
What is a mall-intercept personal interview?
Design a questionnaire using a fixed alternative format that could be emailed to final-year students asking them about their attitudes to taking on unpaid work-experience opportunities during their
How and why would a researcher use physical stimuli in the course of their interaction with a respondent? Distinguish between natural and contrived observation?
Ipsos MORI uses a wide range of different survey methods. Its survey methods are explained on its Web site (www.ipsos.com). How does it go about deciding which is the most appropriate survey method
What are the two distinguishing features of an audit?
Why do some market researchers use participant blogs?
Elucidate the implementation of surveys in mobile marketing research.
Five-point semantic differential scales are commonly used in consumer research. They are particularly valuable as they are easily understood by the majority of respondents compared to other versions
The a2 Milk Company Limited would like to carry out a preference consumer survey on milk-related products in Australia.It intends to select a stratified sample. Go to www.abs.gov.au and determine the
A manufacturer of agricultural vehicles wants to test the potential demand for a new range of tractors being assembled in the country from imported parts. Their new tractor range is aimed at the
Generate the quota sample described in Role Playing question 1 using a microcomputer.Data from Question 1 The a2 Milk Company Limited would like to carry out a preference consumer survey on
1. A telecommunications company wants to ascertain the use of teleconferencing across the country by (1) manufacturing firms, (2) service organizations, and (3) educational institutions. Using the
1. Given all of the complexities of organizing, running, analyzing, and then reporting on a marketing research project, the researcher only has responsibility to the project itself and not to the
Visit the Web site of the United Kingdom’s Office of National Statistics. What is their approach to weighting?
Visit the Survey Monkey Web site. It has a very useful sample size calculator. If the sample size is 800; the confidence level, 95 percent; and margin of error, 5 percent, how many respondents would
How can the representativeness of social media samples be improved?
What are the different ways in which potential respondents can be recruited to construct the sampling frame in mobile marketing research?
1. You are heading a market research team asked to investigate householder attitudes toward city-wide services such as garbage collection, public transport, and street cleanliness. Create a
Using a spreadsheet (e.g., EXCEL), program the formulas for determining the sample size under the various approaches.
You are looking for a market research company and have decided to use the UK-based Asia Opinions (www.asiaopinions.com). Write a short report outlining their policies on panel quality.
When several parameters are being estimated, what is the procedure for determining the sample size?
Define finite population correction.
What is a dueling-moderator group, and when should it be used?
When would you use the Q-sort technique?
What is magnitude estimation?
What is Guttman scaling, and what is the alternative name for it?
Can the primary scales of measurement be implemented in social media? Please explain your reasoning.
How would you implement comparative scaling techniques in mobile marketing research?
You work in the marketing research department of a chain of clothing and footwear retailers. The company wants to carry out a survey to gather respondents’ impressions of the brand. They want to
Develop a Likert scale series of responses to test how satisfied or dissatisfied a respondent is with a product, the features offered by it, and the quality of online customer support for it.
What is validity?
Discuss the use of social media in implementing itemized rating scales.
Discuss the use of continuous rating scales in mobile marketing research.
The Nordic countries have a total population of about 25 million (Sweden, 10 million; Denmark, 5 million; Norway, 5 million; and Finland, 5 million). These countries have high levels of disposable
What is a double-barreled question?
One way of making some money is to complete paid-for online surveys at sites such as Ipsos i-Say, Swagbucks, Crowdology, MySurvey, Pureprofile, OnePoll, Toluna, YouGov, Vivatic, and Opinion Outpost.
Define the appropriate target population and sampling frame in each of the following situations in Singapore:a. A new high-speed Internet service wants to conduct inhouse product usage tests across
Suggest three common descriptors for order.
What are the characteristics of interval and ratio scales?
Search the Internet and identify the ten bestselling brands of snack food in your country. You should note the ranking by sales revenue over the last year for which figures are available.
Surf the Internet to find two examples of each of the four primary types of scales. Write a report describing the context in which these scales are being used.
What does level of measurement denote?
What are the limitations of a randomized block design?
What are the real-world considerations that prevent experimentation from achieving its optimal effectiveness?
Briefly explain the Solomon four-group design, and describe how it is used.
Refer to Problem 1 and explain how you would implement a posttest-only control group design on the Internet to measure the effectiveness of proposed in-store advertising and promotions for the soya
According to the Australian market research company Roy Morgan’s New Zealand office (www.roymorgan.com), some 80.2 percent of New Zealanders over the age of 14 read or access a newspaper each week.

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