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marketing research essentials

Questions and Answers of Marketing Research Essentials

A pro-life group wanted to test the effectiveness of an antiabortion commercial. Two random samples, each of 250 respondents, were recruited in Atlanta. One group was shown the antiabortion
What is the main difference between a standard test market and a controlled test market?
What is test marketing? What are the major types of test marketing?
What are the requirements for inferring a causal relationship between two variables?
As the marketing manager for Canon Cameras, how would you use information on consumers’price sensitivity for digital cameras to formulate pricing strategies that would increase your market share?
To determine consumers’ price sensitivity for Canon’s new advanced digital camera, design an appropriate experiment. Would you recommend a true experimental design? If yes, which one?
Search the Internet using a search engine as well as your library’s online databases to obtain information on consumers’ price sensitivity for digital cameras.
Visit www.bestbuy.com and identify the price ranges of the digital cameras by Canon and other brands.
Describe the ethical issues involved in conducting causal research and the role of debriefing in addressing some of these issues
Understand why the internal and external validity of field experiments conducted overseas is generally lower than in the United States.
Describe test marketing and its various forms: standard test market, controlled test market, simulated test market, electronic and other forms of test marketing.
Compare and contrast the use of laboratory versus field experimentation and experimental versus nonexperimental designs in marketing research.
Discuss the various extraneous variables that can affect the validity of results obtained through experimentation and explain how the researcher can control extraneous variables.
Explain the concept of causality as defined in marketing research and distinguish between the ordinary meaning and the scientific meaning of causality.
Starbucks is thinking of introducing a new gourmet coffee with a strong aroma. Can the observation method be used to determine the consumer reaction to this coffee prior to national introduction? If
A survey is to be conducted to determine the image coffee drinkers have of Starbucks and other coffee chains. Which survey method should be used and why?
What are consumers looking for in a coffeehouse experience?How do they view the Starbucks coffeehouse experience?How can Starbucks determine answers to these questions?
Use the Internet to identify secondary sources of information pertaining to coffee consumption in the United States.
Visit a store selling PCs and notebooks (e.g., Best Buy, Staples, etc.). If this store wants to conduct a survey to determine consumer preferences for PCs and notebook computers, which survey method
Can Dell make use of the observation method to determine consumers’ preferences for PCs and notebook computers? If yes, which observation method would you recommend and why?
Compare the various survey methods for conducting the Dell survey.
The Dell survey was administered by posting it on a Web site and sending an e-mail invitation to respondents. Evaluate the advantages and disadvantages of this method. Do you think that this was the
Visit a local marketing research firm engaged in survey research. Take a tour of their CATI facilities. Write a report describing how this firm conducts CATI.
You have been hired by the campus bookstore to determine how students make purchase decisions while shopping. You are to use the method of personal observation. Disguise yourself as a shopper and
You work for a high-tech company and are asked to do a study of people’s responses to your advertising. Specifically, your boss wants to know which ads in a series are especially appealing or
Visit the Gallup organization’s Web site at www.gallup.com.What survey methods have been used by Gallup in some of the recent surveys posted at this site? Why were these survey methods selected?
Design an e-mail survey to measure students’ attitudes toward credit cards. E-mail the survey to 10 students. Summarize, in a qualitative way, the responses received. Are student attitudes toward
Locate an Internet survey. Examine the content of the questionnaire carefully. What are relative advantages and disadvantages of administering the same survey using CATI or mall-intercept
Locate an Internet survey for which you would qualify as a respondent. Answer this survey. How would you evaluate this survey based on the criteria factors of Table 6.2?
Use simple spreadsheet software, such as EXCEL, or any appropriate computer program, to conduct the content analysis described in problem 2.
Ask your instructor or other faculty members if you could serve as a respondent in a computer-assisted personal interview. Then answer the same questionnaire in a pencil and paper format. Compare the
The campus food service would like to determine how many people eat in the student cafeteria. List the survey methods in which this information could be obtained. Which method is best?
Collect 30 advertisements featuring women from recent issues of popular magazines. Do a content analysis of these ads to examine the different roles in which women are portrayed in advertising.
Describe a marketing research problem in which both survey and observation methods could be used for obtaining the information needed.
Explain how content analysis could be employed in the analysis of open-ended questions. Comment on the relative advantages and disadvantages of using such a method.
What would be the most appropriate survey method for a project in which control of field force and cost are critical factors?
What are the relevant factors for evaluating which survey method is best suited to a particular research project?
What are the advantages and disadvantages of the structureddirect survey method?
Explain briefly how the topics covered in this chapter fit into the framework of the marketing research process.
Discuss how the marketing management decision action that you recommend to Steve Ballmer is influenced by the type of survey that you suggested earlier and by the findings of that survey
Steve Ballmer is wondering what Microsoft should do to effectively meet the needs of small businesses.What is your recommendation?
Discuss the role of the type of research you recommend in enabling Steve Ballmer to determine small businesses’ preferences for software products.
If a survey is to be conducted to determine small businesses’ preferences for software products, which survey method would you recommend and why?
Describe the relative advantages and disadvantages of observational methods and compare them to survey methods.
Identify the criteria for evaluating observation methods, compare the different methods, and evaluate which, if any, is suited for a particular research project.
Identify the criteria for evaluating survey methods, compare the different methods, and evaluate which is best suited for a particular research project.
Nike would like to increase its share of the athletic shoe market. Define the management decision problem.
Design sentence completion techniques to uncover underlying motives for personal computer purchases.
Devise word association techniques to measure consumer associations that might affect attitudes toward personal computer purchases.
Can projective techniques be useful to Dell as it seeks to increase its penetration of U.S. households? Which projective technique(s) would you recommend?
Develop a focus group discussion guide for understanding the consumer decision-making process for personal computer purchases.
In gaining an understanding of the consumer decision-making process for personal computer purchases, would focus groups or depth interviews be more useful? Explain.
As a small group of 5 or 6, discuss the following statement:“Quantitative research is more important than qualitative research because it results in statistical information and conclusive
In a group of 5 or 6, discuss whether qualitative research is scientific.
A cosmetics firm would like to increase its penetration of the female student market. It hires you as a consultant to obtain an understanding and preliminary insights into the attitudes, purchases,
The campus athletic center is trying to determine why more students do not use its facilities. Conduct a series of focus groups to determine what could be done to attract more students to the
You are a marketing research consultant hired to organize focus groups for an innovative German-style fast-food restaurant. What kind of people would you select to participate in focus groups? What
Obtain the CATPACII 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
Could a depth interview be conducted via the Internet? What are the advantages and disadvantages of this procedure over conventional depth interviews?
The Coca-Cola Company has asked you to conduct Internet focus groups with heavy users of soft drinks. Explain how you would identify and recruit such respondents.
Following the methods outlined in the text, develop a plan for conducting a focus group to determine consumers’ attitudes toward and preferences for imported automobiles. Specify the objectives of
Describe the term association technique. Give an example of a situation in which this technique is especially useful.
Assign different teams different responsibilities, for example, interviewing key decision makers, interviewing industry experts, conducting depth interviews with consumers, doing a focus group, and
In most projects, it would be important to conduct some form of qualitative research.
Discuss how the marketing management decision action that you recommend to Mike Rhodin is influenced by the research design that you suggested earlier and by the findings of that research.
What should Mike Rhodin do to increase the traffic and enhance the experience of visitors to the Web site?
Discuss the role of the type of research you recommend in enabling Mike Rhodin to design an effective Web site.
What type of research designs would you recommend and why?
Do you think that Lotus’ use of focus groups was appropriate?
Do the programs allow you to produce visual displays such as matrix displays, semantic networks, or hierarchical diagrams?
Evaluate the availability and usefulness of the support material available on the Web site. How good are the manuals or other documentation? Are tutorials and other technical support available and
Evaluate the “user friendliness” of the two packages. How hard is the program to learn? How easy is the program to use? Do you think the time and effort required to gain an understanding of the
How can expressive techniques be used to determine underlying attitudes toward Sears?
Illustrate the use of laddering, hidden issue questioning, and symbolic analysis in conducting depth interviews for Sears.
Given the qualitative research objectives, develop a focus group discussion guide.
Discuss the role of qualitative research in the Sears project.
Are there any aspects of your life that just do not go with this idea? Which ones and what in these makes them not jell with this idea/proposition?
What makes these aspects link themselves with this idea?
What aspects of your life do you think go well with this idea/proposition?
What about the future—when do you think you will next upgrade your handset?
What were all the reasons you didn’t do it immediately?
How long was it from the first time you ever considered upgrading, however briefly, until the time you actually went ahead and bought the new handset?
What was the single biggest reason?
What were all the factors involved in that decision?
What do you think are some of the reasons that people would replace their handsets?
Was the handset replacement tied to your switching or renewing your operator contract, i.e., contract with your wireless service provider?
Identify any other aspects of consumer choice behavior that may be relevant to store patronage.
Identify the psychological characteristics of consumers that are likely to influence store patronage behavior.
Identify what consumers consider to be competing stores for specific product categories.
Identify the relevant factors (choice criteria) used by households in selecting department stores.
Define the marketing research problem corresponding to the management decision problem you have defined in question 1.
The Mayo Clinic would like to further strengthen their brand image and equity. Define the management decision problem.
What information available from www.nielsen-online.com can help Dell evaluate the effectiveness of its Web site?
What information is available on consumer technology usage from syndicated firms? How can Dell make use of this information? Hint: Visit www.npd.com, and under “Industries”select “Consumer
How can Dell make use of lifestyle information available from syndicated services?
What information available from syndicated firms would be useful to Dell as it seeks to increase its penetration of U.S.households?
Visit the U.S. Census Bureau at www.census.gov. As Dell seeks to increase its penetration of U.S. households, what information available from the U.S. Census Bureau is helpful?
Search the Internet to obtain information on Dell’s marketing strategy. Do you agree with Dell’s marketing strategy? Why or why not?
Search the Internet to find information on the latest U.S. market share of Dell and other PC marketers.
Make a trip to your local library. Write a report explaining how you would use the library to collect secondary data for a marketing research project assessing the demand potential for Cross soft-tip

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