Questions and Answers of Marketing Research Essentials

Describe the means by which the Web may improve the process of conducting b2b marketing research.
To what extent do you think that competitor analysts have benefits to offer to potential respondents in any interviews they conduct?
What sampling frame challenges exist in international b2b marketing research?
What is competitor intelligence? How does this definition differ from notions of ‘conventional marketing research’?
Describe the potential respondent errors that may occur in b2b marketing research. What may be done to reduce these potential errors?
What is meant by ‘interviewer credibility’? What may interviewers do to be seen as more credible in the eyes of target respondents?
Evaluate the reasons why gaining access to key respondents may be so difficult. Why may gaining access grow more difficult over time?
What does ‘access’ mean in the context of b2b marketing research?
Describe the sampling challenges that the b2b marketing researcher faces.
What are the five major differences between b2b and consumer marketing?
How do the concepts of business networks and relationships relate to each other?
What challenges do b2b marketers face in managing relationships?
From what focal point should a business network be analysed?
What characteristics distinguish b2b marketing from consumer marketing?
Why is it important to ask the question ‘Is b2b marketing research significantly different from consumer marketing research?’
Briefly describe the procedures that may be adopted to ensure translation is correctly conducted in the development of a questionnaire.
What problems are involved in the direct translation of a questionnaire into another language?
Select a country, using environmental characteristics to illustrate why Internet surveys work particularly well as a survey technique.
Select a country, using environmental characteristics to illustrate why in-home interviewing does not work particularly well as a survey technique.
Select a country, using environmental characteristics to illustrate why CATI works particularly well as a survey technique.
Describe the factors that may influence the approach to qualitative techniques in different countries.
How should the researcher evaluate secondary data obtained from foreign countries?
What characteristics distinguish international marketing research from domestic marketing research?
Evaluate the meaning of ‘international’ from the perspective of the marketing researcher.
Graphically represent the consumer decision-making process described in the following paragraph:The consumer first becomes aware of the need.Then the consumer simultaneously searches for information
To what extent should marketing researchers interpret the information they present in a report?
What are the advantages and disadvantages of presenting data using 3D charts?
Why is the quality of report presentation vital to the success of a marketing research project?
How can regression analysis be used for analysing conjoint data?
For what purposes are MDS procedures used?
What role may qualitative methods play in the interpretation of clusters?
What guidelines are available for deciding the number of clusters?
Upon what basis may a researcher decide which variables should be selected to formulate a clustering problem?
What is a ‘cluster’?
How is the fit of the factor analysis model examined?
When is it useful to calculate factor scores?
Briefly define the following: eigenvalue, factor loadings, factor matrix and factor scores.
What is Wilks’ ? For what purpose is it used?
Describe four examples of the application of discriminant analysis.
Explain what structural equation modelling attempts to achieve. How can SEM be applied in marketing research?
Describe the cross-validation procedure. Describe double cross-validation.
Explain the meaning of a partial regression coefficient. Why is it called that?
What is meant by prediction accuracy? What is the standard error of the estimate?
Explain the meaning of standardised regression coefficients.
What is the product moment correlation coefficient?Does a product moment correlation of zero between two variables imply that the variables are not related to each other?
In a small group discuss the following issues: ‘Why waste time doing basic forms of data analysis? Why not just go straight to performing multivariate analyses – whose outputs from most software
respondents have missing values that are denoted by 9.Analyse the Benetton data to answer the following questions. In each case, formulate the null and alternative hypotheses and conduct the
= very favourable). Note that
for males. Awareness, attitude, preference, intention and loyalty were measured on a 7-point Likert type scale (1 = very unfavourable,
for females and
respondents on Benetton clothes. These data are given in the table opposite, which gives the usage, gender, awareness, attitude, preference, intention and loyalty towards Benetton of a sample of
In a survey pretest, data were obtained from
refrigerators per store were sold during this sale? Use α = 0.05.b What assumption is necessary to perform this test?
30 a Is there evidence that an average of more than
50
80
40
110
stores was:
An electrical goods chain is having a New Year sale of refrigerators. The number of refrigerators sold during this sale at a sample of
respondents indicated that they liked the campaign.Should the campaign be changed? Why?
consumers was surveyed and
The current advertising campaign for Red Bull would be changed if less than 30% of consumers like it.a Formulate the null and alternative hypotheses.b Discuss the Type I and Type II errors that could
supermarkets, including Lidl, in order of preference. The sample was divided into small and large households based on a median split of the household size. Does preference for shopping in Lidl vary
in each of the following situations, indicate the statistical analysis you would conduct and the appropriate test or test statistic that should be used.a Consumer preferences for Body Shop shampoo
Discuss the reasons for the frequent use of crosstabulations.What are some of the limitations?
What measures of variability are commonly computed?
In a small group discuss the following issues: ‘Data processing is tedious, time consuming and costly; it should be circumvented whenever possible’ and‘Conducting robust sampling is tedious,
questionnaires have missing responses. The data analyst preparing the data has not seen such a level of missing data and does not know how to cope with this survey. Explain to the data analyst how
You are the project manager for a data analysis firm. You are supervising the data preparation process for a large survey on personal hygiene issues. The data were collected via a postal survey and
European capital cites. Although the resulting sample of 2,500 is fairly representative on all other demographic variables, it underrepresents the upper income households. The marketing research
You are the Marketing Research manager for AGA(www.AGA.com). AGA has developed a luxury refrigerator and matching freezer at €4,000 each. A European survey was conducted to determine consumer
interviews, how would you cope with the coding of the ‘Others’? How would you rewrite this question and potential list of sports if you were to repeat the exercise?
sports that fellow students may have participated in, with space for ‘Others – please specify’. After conducting the
To a sample of five male and five female fellow students, pose the question ‘Which of the following sports have you participated in over the last 12 months?’ Create a list of what you think may
Using the SNAP software package that accompanies this text (you are able to design nine questions of your survey and administer these to up to 25 respondents), design a short questionnaire on any
How are unsatisfactory responses that are discovered in editing treated?
Describe the data preparation process. Why is this process needed?
In a small group discuss the following issues: ‘What makes street interviewing an art?’ and ‘Why do interviewers cheat?’
Contact a marketing research agency (so that everyone is aware and agreeable about the process)and arrange a field trip to a shopping centre where street interviews are being conducted. Working in
In teams of four, design a questionnaire to be used in a street interview. One of the team then takes on the role of the interviewer, the other three to act as respondents. Conduct three interviews
You are a field supervisor. Ask a fellow student to assume the role of an interviewer and another student the role of a respondent. Train the interviewer to conduct an in-home interview by giving a
Visit the websites of three major marketing research agencies. Evaluate how they present their quality management of fieldwork. Write a report that details what you feel to be the best elements of
Describe the major sources of error related to survey fieldwork.
Describe the criteria that should be used for evaluating survey fieldworkers.
What is validation of survey fieldwork? How is this done?
What aspects are involved in the supervision of survey fieldworkers?
How should the survey fleldworker terminate the interview?
How should the answers to unstructured questions be recorded?
Outline the advantages and disadvantages of the interviewer developing a rapport with respondents.
Evaluate what may be done to help interviewers probe correctly and consistently.
Describe and illustrate the differences between probing in a survey and in an in-depth interview.
What are the guidelines for asking questions?
What qualifications should survey fieldworkers possess?
Describe the survey fieldwork/data collection process.
Why do marketing researchers need to use survey fieldworkers?
In a small group discuss the following issues:‘Statistical considerations are more important than administrative considerations in determining sample size’ and ‘The real determinant of sample
You work as the marketing research manager for a chain of theme restaurants. A new menu has been developed based upon organic and fair-trade produce.Before the new menu is introduced, management are
A major electric utility company would like to determine the average amount spent per household for air-conditioning during summer months. From its own records it knows how much electricity is
Using the website of a major newspaper in your country, search for reports of three recent major surveys. Write a report on the sample sizes used and the extent to which details of precision,

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