Questions and Answers of Marketing Research 13th

How is validity in an experimental setting?
A new soya milk product is being marketed to lactose-intolerant customers. The company wants to test the attitudes toward soya milk as a substitute. Two random samples of 100 lactoseintolerant
How can mobile marketing research be used to conduct an experiment?
How would you ensure a representative focus group?
Visit the Web sites of two marketing research firms conducting surveys. Analyze one survey of each firm to critically evaluate the primary type of scales being used.
What are the primary scales of measurement?
What is a non-comparative rating scale?
What does balanced versus unbalanced mean in the context of itemized rating scales?
Measurement accuracy refers to capturing the responses as the respondent intended them to be understood. How can errors occur here?
What needs to be done to ensure there is no random error present?
What is reliability?
Discuss the pros and cons of using large sample sizes in social media research.
How is the sample size affected when the absolute precision with which a population mean is estimated is doubled?
Define a confidence interval.
What are residuals and their significance?
What is the most powerful test for making a posteriori contrasts? Which test is the most conservative?
When do crossover effects occur in disordinal data?
ANCOVA requires at least one categorical independent variable (factor). What else does it need?
Which nonparametric tests are the counterparts of the paired samples t test for parametric data?
Which nonparametric tests are the counterparts of the two independent samples t test for parametric data?
What is the general rule for computing percentages in crosstabulation?
What does the distribution look like in a skewed frequency distribution curve?
1. What is the value of the Internet and major statistical packages in helping you do statistical work? Discuss this as a small group.2. Three-variable cross-tabulation greatly complicates things.
What measures of variability are usually computed?
You work as a market researcher for a major FMCG global business that has just begun to distribute their products in your country. The New Market Development Director of the business wants you to set
1. As a group, discuss the following: “Data cleaning is all about ethics, really. If you overdo the cleaning process, you will destroy the whole point of the research exercise.”2. As a group,
Visit the Web site of UK-based DJS Research Limited (www.djsresearch.co.uk). What kinds of fieldwork do they offer? What do they mean by field and tabulation?
1. Visit your government’s Web site and access their collection of reports. Choose an example that has an explanation of how the data preparation process was carried out in order to compile the
1. You are carrying out market research on the use of public trans ort by rural households near a major city in your country. It has involved a long and quite complex questionnaire. Some 50 percent
Compare fieldwork in mobile marketing research to traditional fieldwork.
Compare fieldwork in social media research to traditional fieldwork.
What is probing?
Your marketing director has assigned you the task of investigating an emerging branch of qualitative market research where smartwatches and other wearable tech can be used for ethnographic research.
You have been appointed by an international market research company to set up a number of sub-agencies across South America. You have been working with European materials and it directly into Spanish
Following on from Internet and Computer Exercise 1, look at DJS Research’s tailored market research methods, insight, and solutions. Write a short report on the range of methods, approaches, and
Write some guidance notes on required attributes for a recruitment panel looking to appoint eight new fieldworkers.
What options are available to researchers for collecting data?
What type of incentives can be offered in mobile marketing research to boost the response rate?
Why are the approaches for determining the relative importance of predictor variables not satisfactory for marketing research?
What is meant by the sum of squared errors?
You have been hired as a marketing research analyst by Yili China’s very first fast-food restaurant. Your boss, the marketing manager, wants to know how you would measure the relationship between
Visit 10 different banks that offer student accounts in your area. Evaluate each bank in terms of its overall banking products for students and the quality of customer service using an 11-point
1. As a small group, discuss the following statement: “The ways of determining predictor variables just aren’t good enough for marketing research.”2. As a small group, discuss how a typical
What is the least-squares procedure?
A market researcher for an airline has been looking at whether there is a correlation between convenient flight times and price. The flight time convenience orientation was 0.80 and the corresponding
Why would a market researcher use an eigenvalue?
When formulating the discriminant problem, what conditions need to be placed on the criterion variable?
Conduct a two-group discriminant analysis on the data you obtained in Fieldwork exercise 1, using the SPSS, SAS, or MINITAB package. Is it possible to differentiate between graduate and undergraduate
What is Wilks’ l? For what purpose is it used?
Define discriminant scores.
Explain what is meant by an eigenvalue.
How would you interpret discriminant weights?
How do you develop the classification matrix from the validation sample?
Chinese customers are Malaysian retailers’ highest-spending customers. Research suggests that they would spend even more if Malaysians went cashless. A Malaysian retail consortium has engaged you
What hypothesis is examined by Bartlett’s test of sphericity? For what purpose is this test used?
Factor analyze the clothing psychographic and lifestyle data collected in Fieldwork exercise 1, using principal components analysis. Use an appropriate program from SPSS, SAS, or AMINITAB
You have been hired as a marketing research analyst for the Malaysian automobile manufacturer Proton. Your boss, the product development director, wants you to investigate the prime attributes
Conduct a three-group stepwise discriminant analysis on the data given in Tables 18.2 and 18.3 using the SPSS, SAS, or MINITAB package. Compare the results to those given in Table 18.5 for
1. Consider the following 12 brands of bath soap: Jergens, Dove, Zest, Dial, Camay, Ivory, Palmolive, Irish Spring, Lux, Safeguard, Tone, and Monchel. Form all the possible 66 pairs of these brands.
How does the fact that MDS scales and plots data on a coordinate system make it useful in marketing?
Which hierarchical methods perform better than the other procedures?
Analyze the data collected in the Fieldwork exercise to cluster the 15 variables measuring consumer attitude toward airlines and flying. Use one of the programs described in this chapter.
What would a market researcher investigate to determine whether a product’s price can be increased without adverse effects?
Suppose that you are undertaking a project for Samsung. Identify from secondary sources the attributes or factors that consumers might consider when buying a new smart phone.
What are the seven Cs?
You are a consultant for a company that offers business advice and support for overseas organizations based in Indonesia. It is the broader environmental context factors that are important. Identify
Why could management decision problems be action-orientated?
State the management decision problems that might be addressed through the following market research exercises.a. Evaluate the effectiveness of campaigns in which leaflets are left at household
Discuss the use of social media as a source of secondary data.
Obtain the CATPAC program discussed in the text. Use it to analyze the data from depth interviews that you have conducted with three fellow students (as the respondents) to determine attitude toward
An established brand with a large number of Facebook and Twitter followers wants to recruit a group of existing customers for a focus group to discuss a range of new products. How would you use these
What are projective techniques, and what do they seek to discover?
Suggest how a department store might use role playing in the context of a focus group to elicit insights into customer service experiences.
Explain the role of mobile marketing research in providing survey-based syndicated services.
What is meant by the term single-source data?
How does a cable TV scanner panel work?
Why are surveys so flexible for market research?
What kinds of information are you likely to find in census data?
In terms of secondary data use, what is meant by currency?
What specifications or aspects of methodology should be considered when assessing the value of secondary data?
Using the Internet, identify the top five countries in terms of market growth for smartphones. How old is the data, and what is the data’s original source?
Visit the website of the World Tourism Organization (www2.unwto.org). Write a report about the secondary data available from the organization about your region of the world that would be useful to a
Why is it unlikely that secondary data will answer a non-routine question?
Visit the Web site of a company of your choice. Suppose the management decision problem facing this company is to expand its share of the market. Obtain secondary data from the Web site of this
Conduct an online data search to obtain background information on an industry of your choice (e.g., sporting goods). Your search should encompass both qualitative and quantitative information.
Visit the Web page of three of the marketing research firms listed in Table 1.2. What types of research designs have these firms implemented recently? TABLE 1.2 Top 25 Global Market Research
Discuss the implementation of the basic research designs in mobile marketing research.
Suggest three ways in which a non-sampling error could be introduced into research.
Obtain one of the CPM/PERT programs. Using this program, develop a schedule for the research project described in roleplay exercise 2 that follows.Exercise 2Visit the Web page of three of the
How can exploratory and descriptive research be implemented in social media?
Why are non-sampling errors often problematic to researchers?
How do the characteristics of exploratory and descriptive research differ?
What is descriptive research design? What is its purpose?
What are the five suggested criteria used to compare crosssectional and longitudinal designs?
Describe panels and explain what type of timeframe is involved.
What does causal research seek to achieve?
You are conducting an image study for Air Asia. As part of the exploratory research, check their social media accounts to help you determine the factors that consumers might use when choosing a
A researcher wants to test a claim from the marketing department of a retail chain that scrapping the store loyalty card will have no tangible impact on sales. What types of information are needed
A business providing roadside charging points for electric vehicles is rolling out their services across your region of the world. Progress is likely to be slow as the siting of the charging points
Visit Toluna (us.toluna.com).a. What surveys are currently being conducted by Toluna?b. How are the respondents being recruited for these surveys?c. Discuss the different type of errors likely to

Showing 1100 - 1200 of 1305