Questions and Answers of Marketing Research Essentials

1. Discuss the applications of depth interviews and their advantages and disadvantages.
1. Discuss depth interview techniques in detail.
1. Explain how focus groups are used, and their advantages and disadvantages.
1. Describe focus groups in detail, with emphasis on planning and conducting focus groups.
1. Identify the ethical issues involved in the use of syndicated data.
1. Discuss how social media can enhance the usefulness of syndicated data.
1. Describe what syndicated data are available for conducting international marketing research.
1. Explain why multiple sources of secondary data should be used and what is meant by single-source data.
1. Understand how syndicated data are collected from institutions.
1. Discuss the major methods of obtaining syndicated data from households/consumers.
1. Describe how syndicated data are classified.
1. Discuss social media as a valuable source of secondary data.
1. Identify and evaluate the sources of secondary data useful in international marketing research.
1. Identify the different sources of secondary data and classify them as internal or external.
1. Evaluate secondary data using specifications, error, currency, objectives, nature, and dependability criteria.
1. Understand the ethical issues and conflicts that arise in formulating a research design.
1. Discuss how the analysis of social media content can facilitate the research design process.
1. Explain research design formulation in international marketing research.
1. Discuss managerial aspects of coordinating research projects, particularly budgeting and scheduling.
1. Describe the major sources of errors in a research design, including random sampling and nonsampling errors.
1. Compare and contrast the basic research designs:exploratory, descriptive, and causal.
1. Understand the ethical issues and conflicts that arise in defining the problem and developing the approach.
1. Clarify the distinction between the management-decision problem and the marketing research problem.
1. Gain an understanding of the ethical aspects of marketing research and the responsibilities each of the marketing research stakeholders have to themselves, one another, and the research.
1. Describe the use of social media as a domain to conduct marketing research.
1. Acquire an appreciation of the international dimension and the complexity involved in international marketing research.
1. Describe careers available in marketing research and the backgrounds and skills needed to succeed in them.
1. Explain how the decision to conduct marketing research is made.
1. Discuss the role of marketing research in gathering competitive intelligence.
1. Describe a framework for conducting marketing research as well as the six steps of the marketing research process.
Track leads by campaign – which efforts successfully drive traffic, leads and customers?
What are the changes in our operating procedure that will affect the customer?
Which are the key areas of the engagement to transform?
What is the outcome for the customer?
Please write, blog and share your experiences so that everybody around the world can learn from your experiences. Please help us change the world to a Smarketing world!
Within your support group have a call every six to eight weeks to share experiences and agree next actions. What can you learn from each other, regardless of business or industry?
If there are other people in your organization that are part of this project, then please recommend they buy a copy of the book and then create a support group. If you don’t have a support group,
Write on a sheet of paper your single next action and tweet us, either as a selfie or take a photograph of the sheet – @timothy_ hughes @agsocialmedia and @HugoW_Oracle.
Write a letter to your future self that you will open in nine months.In this letter, itemize what you will achieve in your Smarketing programme, visualize where you want to be in nine months and
Do you have the right processes in place to make sure ABM doesn’t turn into a free-for-all?
Are you engaged with the right stakeholders across the business?
If you are already using ABM where are you in your implementation cycle?
Would getting wider and deeper in accounts or using ABM as a way to keep existing accounts be a useful strategy?
Would ABM be applicable in your company?
Which meetings will people from the old world of sales and marketing be involved in? Obviously, not everybody can still go to each other’s meetings, but maybe you want representatives in attendance?
With the process change you are thinking about, will you make an investment in any new software? If so, what?
If you don’t have sales enablement (Smarketing enablement) is it time to invest in a person, a team or teams of people who can support your marketing and sales team in this process shift?
Have you thought about adequate training for employees on any new tool you may deploy? Training should cover people, process and the new tool.
Are you able to measure the amount of inbound you are getting?Can you measure the number of (additional) leads and meetings you are acquiring through Smarketing? (We asked earlier if your CRM was
If sales and marketing are going to share the forecast, are people aligned and ready to understand where different teams have responsibility? For example, you wouldn’t expect sales to manage
The last thing you need is figures not agreeing; have you created time in the project for testing and making sure figures in different systems reconcile?
While the Smarketing programme should not impact on the forecast process, people may apportion blame for any dip in the forecast that occurs, maybe from outside circumstances, changes in process or
Is your CRM system still fit for purpose? Assuming it is, do you have the relevant reports to support this programme covering sales, marketing and operations? If not then do you need to gather user
Are you reliant on other people’s departments to write the reports needed or will you be able to justify your own PMO (project management office)?
Who should you get on side to support, champion and promote this programme internally?
What can you be doing now to overcome them?
What are the risks?
What is going to stop you achieving your goals?
Is your organization ready for Smarketing?
Are you on target to reach your goals and stretch them? Do you have quick wins you can communicate out?
What is your plan to keep management and employees continually informed, and how will you make sure that this doesn’t distract you from the day-to-day tasks? Will you employee a PMO (Programme
Are you clear that all employees impacted have had a one-to-one discussion and that they are clear in terms of their role, the benefit to them and the company, and the impact on their employee terms
Have the programme benefits and timescale been clearly communicated to all stakeholders and employees, and have any objections, concerns and suggestions been collated, documented and fed back into
If one of your core team was stopped in the lift/elevator by one of your employees and challenged about the Smarketing programme, could they clearly articulate (quickly) the benefits and the
Do you have a customer journey map that all can see? Is this an ongoing developing thing?
Can you see ‘quick wins’ that you can work on and communicate out to the wide team and audience?
How will you get the stakeholders’ buy-in now and continued buy-in as you work through the project?
Assuming you are willing to burn political capital to implement a Smarketing programme, do you understand your stakeholders’personal wins? Do you understand the blockers?
Who are your key stakeholders that you need to influence as part of your Smarketing programme? In what ways will you approach them differently?
Without stalking, are you collecting and measuring the digital footprints of your prospects and customers in terms of things like intent data?
Following up from the question in the last few chapters, on the basis that no sales or marketing department has infinite resources, do you think a ‘schwerpunkt’ programme might help you channel
In terms of your own Smarketing programme, will you aim for one leader or maintain a culture of cooperation but keep two leaders?
Are you a product-, sales- or marketing-led organization? Is that right for where your business is right now in terms of development? If it is not, how could you change it?
Does your sales and marketing team have a common language;will sales agree with marketing as to what is defined as a lead?
Are your marketing, sales and employees ‘adding value’ to your prospects and customers?
Is your marketing hyper-personalized or one-to-one personalized?
If you get a prospective customer contact do you assume they are at the start of a buying process or part-way through? Are your marketing and sales processes agile so that you don’t make
Have you empowered your employees to talk, post and blog about the amazing opportunity working for your company provides, tapping into the power of their passion?
per cent of the buying process?
Is your company educating the internet-empowered customer with insightful and educational content, blogs and videos along
What are your measures? Friends, Likes, Eyeballs, Leads, Meetings and Revenue? It’s not for us to say which is right or wrong, but if you are reading this book, now is the time to take stock and
in a different way: based on the changes in the way the internet impacts on the way we buy, and how legislation impacts on the way we treat data, are there current tactics you are employing in
Asking question
Be honest with yourself: is your current marketing working or are there maybe things you need to dial up or dial down?
Do you have a true marketing strategy or is it a set of tactics that move on year after year?
How much inbound do your salespeople get on a daily basis?Is your corporate marketing currently broadcast? If so, what do you think you could do to make it less about you?
Are your salespeople using the internet to position themselves so that buyers see them as the solution to their problems?
Imagine yourself as a buyer; if you wanted to buy what you sell, could you find engaging and educational content online that you would want to read?
Are you selling the way you hate to buy?
Are you still selling the way you did pre the internet?
Using the Internet and a Web browser, visit a search engine such as Google or Yahoo! and type “marketing research.” From the thousands of options you are offered, pick a website that you find
Divide the class into groups of four. Each team should visit a large organization (profit or nonprofit) and conduct an interview with the top marketing executive to discover how this firm is using
This case illustrates the classic case of misdirected research effort. Information is presented that is based upon an erroneous assumption and has little to do with the real problem faced by
Divide the class into teams of four or five. Half of the teams should prepare short RFPs on the following topics:1. Food on campus 2. Role of fraternities and sororities on campus 3.
Go to http://www.comscore.com and explain what they offer their customers.
Go to http://www.nielsen.com and read about BuzzMetrics. Explain how it works and why it is a valuable tool to some marketers.
Divide the class into groups of four or five. Each team should go to the Internet and look up database marketing. Each team should then report to the class on how a specific company is effectively
Midas, Inc. is one of the best-known providers of automotive services, offering brakes, maintenance, tires, exhaust, steering, and suspension repairs at nearly 2,400 franchised, licensed and
Divide the class into groups of four and eight. The groups of four will select a topic below (or one suggested by your instructor) and create a discussion guide. One of the groups of eight will then
Take a consumer drawing test—draw a typical Pepsi drinker and a typical Coke drinker. What do the images suggest about your perceptions of Coke and Pepsi drinkers?

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