Questions and Answers of Marketing Research Essentials

How does the compilation of different types of data help to build a strong ‘picture’ of consumer characteristics?
What benefits may be gained from fusing together customer characteristics held as internal secondary data, with a proprietary geodemographic information system held as external secondary data?
How can the graphical representation of consumer characteristics using maps help marketing decision making?
What is a geodemographic classification of consumers?
Why may the characteristics of consumers differ, based upon where they live?
Describe the benefits to the marketing researcher of being able to capture data that identify characteristics of consumers and their shopping behaviour in a store.
Describe the benefits to the marketing decision-maker of being able to capture data that identify characteristics of consumers and their shopping behaviour in a store.
What other sources beyond electronic scanner devices electronically observe customer behaviour?
What kinds of data can be gathered through electronic scanner devices?
What is a customer database? Why may a marketing researcher wish to analyse the data held in a customer database?
How may ‘operational data’ held in organisations help to build up an understanding of customer behaviour?
In a small group discuss the following issues: ‘What is the significance and limitations of government census data for marketing researchers?’ and ‘Given the growing array of alternative data
Visit the Central Statistics Office Ireland website(www.cso.ie/links/) and follow a link to the national statistics office in a country of your choice. Write a report about the secondary data
You are a brand manager for Proctor & Gamble, in charge of a shampoo brand. How would you use the information available from a store audit? Ask another student to play the role of marketing director.
Select an industry of your choice. Write a report on the potential growth in that industry and the factors that are driving that growth. Use both secondary data and intelligence sources to build your
Select an industry of your choice. Using secondary sources, obtain industry sales and the sales of the major firms in that industry for the past year.Estimate the market shares of each major firm.
What is an audit? Describe the uses, advantages and disadvantages of audits.
Explain what an online panel is, giving examples of different types of panel. What are the advantages and disadvantages of online panels?
List and describe the main types of syndicated sources of secondary data.
Evaluate the desirability of using multiple sources of secondary data and intelligence.
If you had two sources of secondary data for a project, the first being dependable but out of date, the second not dependable but up to date, which would you prefer?
To what extent should you use a secondary data source if you cannot see any explicit objectives attached to that research?
What criteria would you look for when examining the design and specifications of secondary data? Why is it important to examine these criteria?
By what criteria may secondary data be evaluated?
How can intranet technology help in the location and dissemination of secondary data?
What is the difference between internal and external secondary data?
How may secondary data be used to validate qualitative research findings?
Why is it important to locate and analyse secondary data before progressing to primary data?
At what stages of the marketing research process can secondary data be used?
What are the relative advantages and disadvantages of secondary data?
What are the differences between primary data, secondary data and marketing intelligence?
In a small group discuss the following issues: ‘There are many potential sources of error in a research project. It is impossible to control all of them. Hence, all marketing research contains
Visit the website of the research organisation JD Power and Associates, www.jdpower.com. Work through its corporate site and choose a study that it has conducted to examine. What research design has
Imagine that you are conducting an image study for the online dating agency www.match.com. What elements of the way that it presents its services and how its customers use the site could help you in
Visit the website of the Association of Qualitative Research Practitioners, www.aqrp.co.uk. Browse through the business directory to get a feel for the nature of industries and marketing issues that
Imagine that you are the marketing researcher appointed by BMW and that you have been hired to conduct a study of its corporate image.a Discuss the potential issues that may affect your choice of
Why is it important to minimise total error rather than any particular source of error?
What is the relationship between exploratory, descriptive and causal research?
Describe how quantitative techniques may be used in exploratory research.
What are the major purposes for which exploratory research is conducted?
How does the subject of enquiry as seen by potential research respondents affect research design?
What expectations do marketing decision-makers have of research designs?
In a small group discuss the following issues: ‘Is it feasible that marketing decision-makers may not conceive of or be able to express the nature of decision support they need? What are the
Select any ‘Premier League’ football club in a country of your choice. Using secondary data sources, obtain information on the annual sales of official club merchandise and the ‘industry’
Visit the websites of competing mobile phone manufacturers and/or their distributors (Motorola, Nokia and Siemens). Determine the factors of choice criteria used by consumers in selecting a mobile
You are a consultant to the Ford Premier Automotive Group, working on a project for Aston Martin.a Use online databases to compile a list of articles related to the Ford Premier Automotive Group,
Imagine that you are the Marketing Director of KLM airlines.a Make a list of potential marketing objectives whose fulfilment could improve the performance of KLM.b Select what you feel would be the
What is the role of theory in the development of a research approach?
Describe the factors that may affect the approach to a research problem.
What are some differences between a marketing decision problem and a marketing research problem?
What interrelated events occur in the environmental context of a research problem?
Describe some of the reasons why management are often not clear about the ‘real’ problem they face.
What is the significance of the ‘background’ section of a research brief and research proposal?
How may a marketing researcher be creative in interpreting a research brief and developing a research proposal?
What are the components of a marketing research proposal?
What are the components of a marketing research brief?60
Why is it vital to define the marketing research problem correctly?
What is the nature of the first step in conducting a marketing research project?
In a small group discuss the following issues: ‘What is the ideal educational background for someone seeking a career in marketing research?’ and ‘Is it possible to enforce ethical standards
From national or international newspapers, track down stories of successful entrepreneurial ventures.Evaluate the extent to which marketing research is attributed to their success and/or an awareness
Visit the website www.trendwatching.com and register for trend-watching updates if you wish. Critically evaluate the worth of trend watching for the marketing researcher.
Visit the website of the Market Research Society, www.mrs.org.uk. Work through the array of publications and support it gives to its members.Specifically examine and register for
Visit the website of Taylor Nelson Sofres www.tnsglobal.com. Examine the nature of the Research Services and the Business Solutions it offers. How do you see these fitting together and what is the
Summarise the nature of threats and opportunities that the Internet offers the marketing researcher.
Discuss the ethical issues in marketing research that relate to (a) the client, (b) the supplier, and (c)the respondent.
What factors fuel the growth of international marketing research?
What arguments would you use to defend investment in marketing research?
What management skills are increasingly being demanded from marketing researchers?
What arguments can be used by sceptics of marketing research?
Explain why there may be the need for iterations between stages of the marketing research process.
Describe the steps in the simple marketing research process.
What challenges exist in trying to quantify the size and growth of the marketing research industry on a global basis?
How may the sound practice of problem identification research enhance the sound practice of problemsolving research?
What problems are associated with using consumer databases in marketing research?
What do you see as the major challenges for marketing researchers that emerge from the ESOMAR definition of marketing research?
What decisions are made by marketing managers?How does marketing research help in supporting these decisions?
3. For the data given in Tables 1 and 2, use a graphics package or a spreadsheet, such as Excel, to construct the following graphs:a. Pie chartb. Line chartc. Bar chart
1. A major supermarket chain wants to determine the effect of promotion on relative competitiveness. Data were obtained from 15 states on the promotional expenses relative to a major competitor
12. State the null hypothesis in testing the significance of the overall multiple regression equation. How is this null hypothesis tested?.....
2. As a small group, discuss the relationship between bivariate correlation, bivariate regression, and multiple regression......
1. As a small group, discuss the following statement:“Regression is such a basic technique that it should always be used in analyzing data.”.....
7. In a pretest, respondents were asked to express their preference for an outdoor lifestyle (V1) using a 7-point scale (1 = not at all preferred, 7 = greatly preferred).They were also asked to
6. In a pilot study examining the effectiveness of three commercials (A, B, and C), 10 consumers were assigned to view each commercial and rate it on a 9-point Likert scale. The data obtained are
12. Do the demographic groups (recoded q11, q12, q13) and q14 differ in terms of likelihood of choosing HP computers(q6)? Interpret the results......
9. Are the three price-sensitive groups based on q9_19per different in terms of each of the evaluations of HP (q8_1 to q8_13)? Interpret the results......
4...... Are the two likelihood of choosing HP groups derived based on the recoding of q6 different in terms of each of the evaluations of HP (q8_1 to q8_13)?
3...... Are the two likely to recommend groups derived based on the recoding of q5 different in terms of each of the evaluations of HP (q8_1 to q8_13)?
2...... Are the two overall satisfaction groups derived based on the recoding of q4 different in terms of each of the evaluations of HP (q8_1 to q8_13)?
1......“The t-tests are so simple to conduct that they should be used more often in analyzing marketing research data.”Discuss as a small group.
6...... A research project examining the impact of income on the consumption of gourmet foods was conducted. Each variable was classified into three levels of high, medium, and low. The following
5...... In a study measuring households’ familiarity with downloading pictures from the Internet, the following results were obtained (1 = not at all familiar, 7 = very familiar).a. Convert the
7...... What is meant by the expected cell frequency?
6...... Describe the chi-square distribution.
3...... What measures of variability are commonly computed for frequencies?
2...... What measures of location are commonly computed for frequencies?
2...... “Why waste time doing basic data analysis? Why not just conduct sophisticated multivariate data analysis ”Discuss.
2...... Cross-tabulate the recoded questions q4 (overall satisfaction with HP), q5 (would recommend HP), and q6 (likelihood of choosing HP) with the recoded demographic characteristics. Interpret the
1...... Calculate the frequency distribution for each variable in the data file. Examine the distribution to get a feel for the data.
3...... Use an electronic questionnaire design and administration package, such as Qualtrics, which is distributed with this book, to program the camera-preference questionnaire given in Applied
2...... Explain how you would make consistency checks for the part of the questionnaire given in Applied Problem number 1 using SPSS, SAS, Minitab, or Excel.

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