Questions and Answers of Marketing Research Essentials

Using a spreadsheet (e.g. Excel), program the formulae for determining the sample size under the various approaches described in this chapter.
What strategies are available for adjusting for nonresponse?
Define incidence rate and completion rate. How do these rates affect the determination of the final sample size?
When several parameters are being estimated, what is the procedure for determining the sample size?
How can the researcher ensure that the generated confidence interval will be no larger than the desired interval when estimating a population proportion?
Describe the procedure for determining the sample size necessary to estimate a population proportion given the degree of precision and confidence. After the sample is selected, how is the confidence
Define what is meant by absolute precision and relative precision when estimating a population proportion.
How is the sample size affected when the degree of confidence with which a population mean is estimated is increased from 95% to 99%?
How is the sample size affected when the absolute precision with which a population mean is estimated is doubled?
Describe the procedure for determining the sample size necessary to estimate a population mean, given the degree of precision and confidence but where the population variance is unknown. After the
Describe the procedure for determining the sample size necessary to estimate a population mean, given the degree of precision and confidence and a known population variance. After the sample is
How do the degree of confidence and the degree of precision differ?
Describe the difference between absolute precision and relative precision when estimating a population mean.
What is the procedure for constructing a confidence interval around a mean?
What is the standard error of the mean?
Define:a the sampling distribution b finite population correction c confidence intervals.
In a small group discuss the following issues: ‘Given that many governments use sampling to check the accuracy of various censuses and that non-response rates to censuses are growing, national
You work as the Marketing Research Manager for ABN AMRO in Amsterdam. Managers would like to know if the attitudes towards saving differ between ethnic groups. They wonder whether, given the varied
The Alumni Office of your University would like to conduct a survey of on-campus students who are in their final year of study. The office wishes to determine attitudes to joining alumni associations
Hewlett-Packard would like to conduct a survey of business attitudes to the use of colour printers. Visit either www.deutschepost.de or www.royalmail.com and write a report on what support these
A company is planning a service that gives respite and support to carers that look after ill or disabled friends or family. It wishes to undertake a face-to-face survey of the carers. What sampling
Describe the cluster sampling procedure. What is the key distinction between cluster sampling and stratified sampling?
What are the differences between proportionate and disproportionate stratified sampling?
Describe stratified sampling. What are the criteria for the selection of stratification variables?
Describe the procedure for selecting a systematic random sample.
What are the distinguishing features of simple random sampling?
Describe snowball sampling. How may the technique be supported by qualitative research techniques?
What is the major difference between judgemental and convenience sampling? Give examples of where each of these techniques may be successfully applied.
What is the least expensive and least time consuming of all sampling techniques? What are the major limitations of this technique?
How do probability sampling techniques differ from non-probability sampling techniques? What factors should be considered in choosing between probability and non-probability sampling?
What qualitative factors should be considered in determining the sample size?
To what extent may the availability of sampling frames determine the definition of a population?
What is a sampling unit? How is it different from the population element?
How should the target population be defined? How does this definition link with the definition of a marketing research problem?
Describe the sampling design process.
Under what conditions would a sample be preferable to a census? A census preferable to a sample?
In a small group discuss the following issues:‘Because questionnaire design is a craft, it is useless to follow a rigid set of guidelines. Rather the process should be left entirely to the
You have been hired as a management trainee by a firm that manufactures major household appliances.Your boss has asked you to develop a questionnaire to determine how households plan, purchase and
Develop a questionnaire for determining household preferences for popular brands of cold breakfast cereals. Administer the questionnaire to five adult females, five adult males and five children. How
respondents). Design nine questions of your questionnaire on SNAP and administer these to 25 fellow students. Write a short report based upon your experience of using the software and the findings
Heineken beer would like to conduct a survey of 18–25-year-old Europeans to determine characteristics of its corporate image. Develop a full questionnaire and use the SNAP software package that
Visit the website of one of the online marketing research firms, e.g. www.hostedsurvey.com. Choose one of the sample surveys and critically analyse the questionnaire using the principles discussed in
Describe the issues involved in pilot-testing a questionnaire.
What guidelines are available for deciding on the form and layout of a questionnaire?
What is the proper order for questions intended to obtain basic, classification and identification information?
What are the reasons why respondents may be (a)unable to answer and (b) unwilling to answer the question asked?
What does the marketing researcher have to offer potential questionnaire respondents? Why should this question be considered?
What expectations does the marketing researcher have of potential questionnaire respondents – in terms of how they will react to the experience of completing a questionnaire?
What is the purpose of a questionnaire?
In a small group discuss the following issues: ‘A brand could receive the highest median rank on a rank order scale of all the brands considered and still have poor sales’ and ‘It really does
Design Likert scales to measure the usefulness of Renault’s website. Visit the site at (www.renault.com)and rate it on the scales that you have developed.After your site visit, were there any
students to determine their preferences for some of the popular restaurants in your town or city. Based on your pilot, evaluate the efficacy of the scale items you chose, and design new scale items
Develop a constant sum scale to determine preferences for restaurants. Administer this scale to a pilot sample of
Develop three comparative (paired comparison, rank order and constant sum) scales to measure attitude towards five popular brands of beer (e.g. Heineken, Guinness, Carlsberg, Stella and Holsten).
You work in the marketing research department of a firm specialising in decision support systems for the health care industry. Your firm would like to measure the attitudes of hospital administrators
What is validity? What is criterion validity? How is it assessed?
What is reliability? What are the differences between test–retest and alternative-forms reliability?
How does the nature and degree of verbal description affect the response to itemised rating scales?
Should an odd or even number of categories be used in an itemised rating scale?
What are the major decisions involved in constructing an itemised rating scale? How many scale categories should be used in an itemised rating scale? Why?
Describe the semantic differential scale and the Likert scale. For what purposes are these scales used?
minutes.f How much money did you spend last week in the Student Union Bar? _____
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Identify the type of scale (nominal, ordinal, interval or ratio) used in each of the following. Give reasons for your choice.a I like to listen to the radio when I am revising for exams Disagree Agree
What is a paired comparison? What are the advantages and disadvantages of paired comparison scaling?
Describe and illustrate, with examples, the differences between a nominal and an ordinal scale.
Highlight any marketing phenomena that you feel may be problematic in terms of assigning numbers to characteristics of those phenomena.
What is measurement?
In a small group discuss the following issues: ‘Is it possible to prove causality in any aspects of consumer behaviour?’ and ‘The potential to electronically observe consumer buying behaviour
Red Bull (www.redbull.com) has developed three alternative package designs to replace its current can design. Design an Internet-based experiment to determine which, if any, of these new package
students being exposed to each advertisement (treatment condition). Develop your own measures of advertising effectiveness in this context.
Select two different perfume advertisements for any brand of perfume. Design and conduct an experiment to determine which advertisement is the most effective. Use a student sample with
What potential difficulties do you see in conducting the experiment above? To what extent could the Louis Vuitton management help you overcome these difficulties?
You are the marketing research manager for Louis Vuitton (www.vuitton.com). The company would like to determine whether it should increase, decrease or maintain the current spend level of
What is test marketing? What are the three types of test marketing?
Compare the characteristics of laboratory and field experimentation.
List any five extraneous variables and give an example to show how each can reduce internal validity.
In a small group discuss the following issues: ‘Telling consumers that they are being observed destroys what you are trying to observe. It is much better to see consumers behaving naturally, even
minutes making these observations and write a report that covers:a How you feel students make their purchasing decisions for books and any other goods available in the shop.b What you feel to be the
You have been hired by the campus bookstore to covertly observe students making purchasing decisions while shopping. Spend
Locate an Internet survey, print off the pages and examine the content carefully. What are the relative advantages of administering the same survey via street interviewing? What would a street
Visit the Gallup organisation’s website at www.gallup.com. Which survey methods have been used by Gallup in some of the recent surveys posted at this site? Why were these survey methods selected?
The manager of your college/university school/department has been asked to review which survey method would be the most effective for a study of undergraduate experiences and attitudes at the end of
What do you see as being the main ethical problems of mystery shopping?
Describe a marketing research problem in which both survey and observation techniques could be used for obtaining the information needed.
Describe the relative advantages and disadvantages of observation.
What is the difference between qualitative and quantitative observation?
Describe the criteria by which you would evaluate the relative benefits of different observation techniques.
Explain, using examples, where trace analysis may be used.

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