Questions and Answers of Marketing Research 13th

How can social media be used to help develop an approach to a problem?
How can a market researcher make valuable use of social media content?
Describe the role of social media analysis in defining the problem and developing an approach to the problem.
What are the characteristics of a good research question?
A verbal model is a type of analytical model. How is it expressed?
What are the ideal characteristics of objective evidence collected by a market researcher?
As of 2018, Accenture (www.accenture .com) is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology, and
Why is it important to understand buyer behavior in market research problems?
As a consultant to easyJet Europe, you are working on a market research project for them. They are investigating the possibilities of launching a service in South America. a. Using online
What is the first step in conducting a marketing research project?
Discuss the scope, advantages, and limitations of mobile marketing research.
What are the limitations of using social media for conducting marketing research?
Why might a market research supervisor’s role be more “hands on” than a market research manager’s role?
What is the main difference between a full-service and a limited-service supplier?
What are customized services?
Register with Marketing Week (www.marketingweek.com) and click on “Disciplines” in the link bar. When the page opens, select “Market Research.” What are the headline trends at the moment, and
Visit the Web sites of the top three marketing research firms in Table 1.2. Write a report on the services offered by these firms. Use the framework of Figure 1.3. What statements can you make about
How do controllable and uncontrollable variables impact market research?
Suggest three different types of product research used to identify or find a solution to a problem.
In small groups of four or five, discuss the following issues.1. What type of institutional structure is best for a marketing research department in a large business firm?2. What is the ideal
Visit the Web sites of two or three local or regional recruitment agencies. What is the employment potential for market researchers?
1. Investigate likely sources of information on the vacancies, current and upcoming, in your region of the world. Where are they advertised? Are they online, in industry magazines, or in the general
Telefonica is a Spanish telecommunications company with operations in Argentina, Brazil, Central America, Chile, Colombia, Ecuador, Germany, Ireland, Mexico, Peru, Spain, a the United Kingdom, and
Describe one kind of market research that would be useful to each of the following types of organization:a. A local clothes store catering mainly to students and under- 25sb. An ATM business looking
1. You are the CEO of a start-up in the food-and-beverage industry. You want to recruit a newly qualified market researcher to help support your marketing efforts with more directed marketing
Browse the Internet and identify five distinct types of problem solving research that fall into the categories of product research and promotional research.
How is accuracy attained in market research?
For the data given in Table 23.1, use a graphics package or a spreadsheet, such as Excel, to construct the following graphs:a. Pie chartb. Line chartc. Bar chart (lb) (5b) (5c 6a (la) TABLE
How does path analysis relate to SEM?
A SEM model consists of two models. What are they?
Graphically illustrate the following paragraph: In Australia, house purchasing tends to fall into three phases. The first involves getting a pre-approval of a loan in place, which is usually good for
What do goodness-of-fit indices indicate?
How can confidence in a proposed model be assessed?
Despite considerable work and marketing efforts, Dubai has failed to get into the top five “global cities with exciting growth prospects” as named by consultancy group Knight Frank. This is a
Visit the Statistics South Africa Web site (www.statssa.gov.za) and locate the page titled “The Latest Household Statistics and More.” Using one of the report-generating programs discussed in
Visit the UN Documentation Reports Web page (research .un.org/en/docs/reports) and identify a recent report by the organization. How does the format of this report compare to that outlined in this
Discuss report preparation when conducting research in social media.
Elucidate report preparation in mobile marketing research.
As a small group, discuss the purpose and methods for evaluating the quality of clustering results and assessing reliability and validity. Discuss some of the procedures that help in providing
Analyze the data collected in the Fieldwork exercise to cluster the respondents, using the hierarchical and nonhierarchical methods. Use one of the software packages discussed in this chapter.
How do you usually profile clusters?
What is meant by psychographics?
As a small group, identify how each of the following industries uses factor analysis for both its market research and its regular operations:a. Insurance industryb. Automotive industryc. Financial
What are factor loadings and their application in factor loading plots?
Are the following statements true or false?a. Clusters of consumers can be created based on different characteristics.b. The cluster centroid is used as the starting point in nonhierarchical
What should the outcome be if cluster analysis results are done on the same data with different distance measures?
Analyze the data of Table 21.1 using an appropriate MDS procedure. Compare your results to those given in the text. TABLE 21.1 Similarity Ratings of Toothpaste
What is an audit? Discuss the uses, advantages, and disadvantages of audits.
1. As a small group, discuss the advantages and disadvantages of correspondence analysis over other techniques.2. Compare and contrast, as a small group, the direct and derived approaches to
How has social media assisted syndicated services?
A relevant issue is whether respondents can provide directly similarity judgments that are meaningful. In particular,(a) Do consumers commonly make overall similarity judgments? If not, will their
The top management of your company has come up with a concept they think is exciting and has tremendous potential. Management wants to find out the demand for this product. Market skimming is planned
Conduct research on the computerized models that are available for locating warehouses and salespersons. Give a detailed report on their capabilities, advantages, and disadvantages.
You work for a company that makes electrical kitchen appliances. For the upcoming annual corporate strategy meeting, the members of the strategy council have requested you to make the case for a
Identify sources/firms that supply mailing lists of prospects across industries. How would you assess the reliability of these mailing lists?
You have been recently hired as a marketing analyst for a consumer packaged goods company. Your CMO has asked you to prepare a preliminary report on some of the possible privacy issues surrounding
A major airline announced that it was reducing its fares by 30 percent for off-peak travel. (Off-peak travel is defined as travel times between 8:00 p.m. and 8:00 a.m. on weekdays, and all weekend.)
1. What will be learned from the test?2. What would you add or change about the test?3. What else would you like to know before making a decision about the test?The Tiger-Tread spray product designed
Observe three specific oral presentations outside of class. Consider the following:(a) Were there any distracting mannerisms?(b) What did the presenters do with their hands?(c) How was the audience
In either the full‐profile or the trade‐off approach, the respondent can rank‐order the alternative choices or can arrange them on some scale, such as extremely desirable, very desirable,
Attempt to label the dimensions of Figure 21.2 using only the object location information. Nutrition (+) Refreshing (-) E D H Tomato. •Bouillon • Hot chocolate Tomato F juice juice Milkshake
Evaluate the study. Do you feel the attributes and the attribute levels were well selected? Interpret Table 21.2.1. What information does it contain?2. What are the underlying assumptions?3. What
1. Label the dimensions.2. Group the products into clusters visually and describe the different clusters. What are the positioning implications?3. What other information would you collect, and how
Respondents in a study were asked to indicate their activities (such as playing tennis, attending plays, attending dinner parties, etc.) on a 7-point scale (from 1 never to 7 frequently). A
Suppose similarity ratings for beer were cluster analyzed and three distinct clusters were found. How might those clusters differ? On what dimensions? On what characteristics?
Interpret and address factor loadings, factor scores, and factor score coefficients in Table 20.4. Table 20.4 Common Factor Analysis Input = variable values Output = factor sco scores Obs X1 X2 X3 X4
What labels would you attach to the varimax rotated factors in Table 20.3? Do you believe the varimax rotations are more valid than the principal components factors? More interesting? Table 20.3
Your consulting firm is approached by a leading consumer products manufacturer, General Mills, which has just introduced a new brand of cookie in a test-market city. General Mills would like your
In view of the problem of pollution from energy sources, it was felt that a need existed for an in-depth baseline study of consumer attitudes and perceptions of energy-related issues. As a result, a
If an estimated regression model Ŷ = a + bX yielded an r2 of .64, we could say (choose one):(a) 64 percent of the variation in the dependent variable was explained by the independent
1. Can you say which segmentation variable is the most relevant for expensive restaurants?2. Looking at the data across activities, which variables are the most relevant?3. Explain the statistical
An experiment using a randomized design was conducted by the Apple Appliance chain of 300 retail stores. Four levels of advertising provided the experimental treatment: none, low, medium, and high.
Jane Walker is the founder and CEO of Sport Style, a sporting goods manufacturing company based in Louisville, Kentucky, that specializes in leather goods. The company currently is under contract as
Use a set of random numbers to select a city from those listed in Table 14.3. You can even roll a dice to randomly select one. Table 14.3 Cities in Ajax County City Population Cumulative population
1. How should the sampling universe be defined?2. How large a sample should be collected?3. How should the sample be distributed geographically?One of the products marketed by Talbot Razor Products
In each of the following situations, make recommendations as to the type of sample to be used, the method of selecting the sample, and the sample size.1. The manager of the appliance department of a
Which type of experimental design offers the most effective control of internal sources of validity?
(a) In the preceding question, suggest ways in which this experiment could be conducted as:(i) A field experiment(ii) A laboratory experiment(b) Which type of experiment would best serve the purpose
Contrast the following pairs of concepts by defining and illustrating each:(a) History versus instrumentation effects(b) Maturation versus mortality effects(c) Testing versus before measure
Al Blankenship (of Carter-Wallace) has just given an enthusiastic account of a new technique for evaluating television commercials. Your boss—the marketing research manager for a large food
A description of a variety of experimental designs follows. For each design: (1) indicate the type of experiment that is being used, (2) briefly discuss the threats to internal and external validity
John Simpson, the head of Simpson Research, was attempting to design a marketing research study that would address the research questions posed by Jim Andrews, the president of Smith’s Clothing,
1. Will the proposed questionnaire and research design achieve the research objectives?2. What alternative questions could be used to assess attitudes and intentions-to-buy? Which approach would
1. What have you learned about the potential market for soup in glass jars?2. What else would you like to know?3. How else would you assess people’s attitudes toward this concept?For several years,
1. Would you recommend that Roland accept the YKG Group proposal?2. If yes, what conclusions can be drawn from the data in Phase 3 of the research?3. If the proposal is not accepted, what alternative
The following scenarios are similar to those you saw in Chapter 1, but bear directly on the rights of respondents in a research study. As before, your assignment is to decide what action to take in
1. Specify how the respondents should be approached in the store.2. Write out the exact introductory remarks that you would use.3. Should the interview be in the store, or should the questionnaire be
Judy Ryerson, the head of the windmill power section of the U.S. Department of Energy, was considering what types of qualitative marketing research would be useful to address a host of research
A. Awareness and Usage of Competitive Telecommunications Equipment1. What departments presently use non-Bell voice communications equipment (paging, intercom, message recording, etc.)? What were the
Pick any company of your choice, and(a) Identify its website(b) Browse through the website(c) List the type of information that is available through the website.
You are hired as an intern in the marketing research department of a chemical plant in the United States. The firm is interested in expanding its worldwide operations and is interested in
Design a customer satisfaction questionnaire and e-mail it to your friends. Ask them to respond to your survey by filling out the questionnaire and e-mailing it back to you.
Assume that your family is interested in visiting the Yosemite National Park in California. They would like to gather more facts about the park before they embark on a trip. How can you assist them
1. Use the Internet to corroborate the findings of Dr K.2. Prepare a report based on the information that you have collected.3. What are your recommendations to Mary based on your findings?Mary Beth,
A snack-food manufacturer used a leading consumer behavior tracking service to discover that viewers of two daytime serials had varying consumption preferences. Soap Opera A viewers bought 27 percent
In late May of 1996, the research manager for Kerry Gold Products met with the product manager for margarine to review the company’s first experience with Nielsen scanner data.A year-long test in a
For each of these products, which industry associations would you contact for secondary data? (a) Home-delivered prepared meals, (b) Handheld machine tools, (c) Replacement contact lenses, (d)
1. What are the issues concerning the Latin American market that Dell should address before it enters into Brazil?2. What kind of information is needed to address the issues identified in question 1?
1. What secondary data sources would be useful? What types of questions might be answered by each?2. Identify one piece of information from the library that would be helpful and relevant. How did you
NaturaSkin, Inc., a small U.S.-based manufacturer of vegan skincare products with natural ingredients, feels that a market exists for its product in foreign markets. However, the company’s managers

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