Questions and Answers of Marketing Research Essentials

8. What is the difference between forced and nonforced scales? Give an example of each......
7. Should an odd or even number of categories be used in an itemized rating scale? Why? When?.....
6. What is the difference between balanced and unbalanced scales? Give an example of each......
5. How many scale categories should be used in an itemized rating scale? Why?.....
2. Develop a multi-item scale to measure students’ attitudes toward internationalization of the management curriculum.How would you assess the reliability and validity of this scale?.....
2. “One need not be concerned with reliability and validity in applied marketing research.” Discuss this statement as a small group......
1. “It really does not matter which scaling technique you use. As long as your measure is reliable, you will get the right results.” Discuss this statement as a small group......
2. Discuss which, if any, of the comparative techniques are appropriate......
4. What are the implications of having an arbitrary zero point in an interval scale?.....
3. Describe the differences between a nominal and an ordinal scale......
1. Identify the type of scale (nominal, ordinal, interval, or ratio) being used in each of the following. Please explain your reasoning.a. I like to solve crossword puzzles.b. How old are you?
7. What advantages do statistical designs have over basic designs?.....
4. List the steps involved in implementing the posttest-only control group design. Describe the design symbolically......
8. Explain how you would implement a posttest-only control group design on the Internet to measure the effectiveness of a new print ad for Toyota Camry......
2...... Compare the various survey methods for conducting the HP survey. Could HP have used social media?If yes, how?
2...... “With advances in technology, observation methods are likely to become popular.” Discuss this statement as a small group.
7...... What are the relative advantages and disadvantages of observation?
2...... Name the major modes for obtaining information via a survey.
1...... Explain briefly how the topics covered in this chapter fit into the framework of the marketing research process.
6. How can HP make use of social media to conduct qualitative research?
5. Design sentence completion techniques to uncover underlying motives for personal computer purchases.
4. Devise word-association techniques to measure consumer associations that might affect attitudes toward personal computer purchases.
3. Can projective techniques be useful to HP as it seeks to increase its penetration of U.S. households?Which project technique(s) would you recommend?
2. Develop a focus-group discussion guide for understanding the consumer decision-making process for personal computer purchases.
1. In gaining an understanding of the consumer decision making process for personal computer purchases, would focus groups or depth interviews be more useful? Explain.
3. Discuss the following statement in a small group:“Quantitative research is more important than qualitative research because it results in statistical information and conclusive findings.”
2. Discuss the following statement in a small group: “If the focus-group findings confirm prior expectations, the client should dispense with quantitative research.”
1. In a group of five or six, discuss whether qualitative research is scientific.
6. Tennis magazine would like to recruit participants for online focus groups. How would you make use of a newsgroup to recruit participants? Visit http://groups.google.com and then navigate the site
5. Visit the Web site of Qualitative Research Consultants Association (www.qrca.org). Write a report about the current state-of-the-art in qualitative research.
4. Could a depth interview be conducted via the Internet?What are the advantages and disadvantages of this procedure over conventional depth interviews?
3. 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 potential respondents.
2. Suppose Baskin-Robbins wants to know why some people do not eat ice cream regularly. Develop a cartoon test for this purpose.
1. 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
14. How can social media be used to conduct qualitative research?
13. When should projective techniques be employed?
12. What is the word-association technique? Give an example of a situation in which this technique is especially useful.
11. What are projective techniques? What are the four types of projective techniques?
10. What are the major advantages of depth interviews?
9. What is a depth interview? Under what circumstances is it preferable to focus groups?
8. What are two ways in which focus groups can be misused?
7. Why should one safeguard against professional respondents?
6. What are some key qualifications of focus-group moderators?
5. Why is the focus-group moderator so important in obtaining quality results?
4. Why is the focus group the most popular qualitative research technique?
3. What are the differences between direct and indirect qualitative research? Give an example of each.
2. What is qualitative research, and how is it conducted?
1. What are the primary differences between qualitative and quantitative research techniques?
3. If possible, have at least one team use the qualitative research software discussed in this chapter and make a presentation to the class.
2. Different teams can be assigned different responsibilities (e.g., interviewing key decision makers, interviewing industry experts, conducting depth interviews with consumers, doing a focus group,
1. For most projects, it will be important to conduct some form of qualitative research.
2. 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.
1. What should Mike Rhodin do to increase traffic to the Web site and enhance the user experience?a. Redesign the Web site.b. Upgrade the existing Web site, making only the necessary changes.c.
2. Discuss the role of the type of research you recommend in enabling Mike Rhodin to design an effective Web site.The Marketing Management Decision
1. Do you think that Lotus adopted the right research design? Which one of the following types of research designs would you recommend and why?a. Focus groupsb. Depth interviewsc. Survey researchd.
4. What information available from www.nielsen.com can help HP evaluate the effectiveness of its Web site?
3. What information is available on consumer social media usage from syndicated firms? How can HP make use of this information?
2. How can HP make use of lifestyle information available from syndicated services?
1. What information available from syndicated firms would be useful to HP as it seeks to increase its penetration of U.S. households?
6. Select an industry of your choice. Contact one of the syndicated firms to obtain industry sales and the sales of the major firms in that industry for the past year. Estimate the market shares of
5. Visit www.arbitron.com and write a report about Arbitron’s syndicated services.
4. Visit www.gallup.com and write a report about Gallup’s syndicated services.
3. Visit www.symphonyiri.com and write a report about the products and services offered by SymphonyIRI Group.
2. Visit www.nielsen.com and write a report about the various services offered by Nielsen.
1. Visit www.npd.com and write a description of a panel maintained by NPD.
13. How are syndicated firms using social media?
12. Explain what is meant by single-source data.
11. Why is it desirable to use multiple sources of secondary data?
10. Describe the information provided by institutional and industrial services.
9. What is an audit? Discuss the uses, advantages, and disadvantages of audits.
8. Describe the uses of scanner data.
7. What kinds of data can be gathered through electronic scanner services?
6. What are the relative advantages of purchase panels over surveys?
5. Explain what a panel is. How do purchase panels and media panels differ?
4. How can surveys be classified?
3. What is the nature of information collected by surveys?
2. List and describe the various syndicated sources of secondary data.
1. How do syndicated data and data available from other secondary sources differ?
4. Encourage students to visit relevant Web sites of the client and its competitors and to conduct a thorough online search using search engines.
3. One, a few, or all of the teams can be assigned the responsibility of collecting and analyzing data from the Internet and social media.
2. If the project is supported by a budget, then relevant information can be purchased from syndicated sources.
1. Visit the Web sites of syndicated firms to identify the relevant information, some of which can be obtained without cost.
2. Discuss how the marketing management-decision action that you recommend to George Michel is influenced by the syndicated sources of data that you suggested earlier and by the information they
1. What new products and services should George Michel introduce? (Check all that apply.)a. Opening of new restaurant conceptsb. Expanded catering servicesc. Enhanced drive-through operationsd.
2. How will the type of research you recommend enable George Michel to size the HMR market and determine what new products and services Boston Market should introduce?
1. Given the wide estimates of $50 billion to $150 billion for HMR potential sales for 2015, how can Boston Market get a more reasonable estimate? What sources of syndicated data should be consulted?
2. How is your marketing management decision influenced by the information in the secondary data sources that you suggested earlier?
1. In order to enhance the appeal of Tommy Hilfiger clothing to the fashion conscious consumer, Fred Gehring should (check all that apply):a. Introduce new lines of designer clothing.b. Feature
2. How would the type of secondary research you recommend enable Fred Gehring and Tommy Hilfiger to keep abreast of apparel trends?
1. What sources of secondary data should Tommy Hilfiger consult to keep informed about apparel fashion trends? (Check all that apply.)a. Apparel industry trade association databasesb. U.S. Bureau of
2. If this work is divided, one or some teams could search the library’s electronic database; others could search government sources; and yet other teams could visit the library and work with a
1. Assign one, some, or all teams the responsibility of collecting and analyzing secondary data.
12. Discuss the use of social media as a source of secondary data.
11. What is database marketing?
10. Describe a geo-visual database.
9. What is geo-coding? Give an example.
8. Is it useful to combine internal and external secondary data? Why or why not?
7. What are the various sources of published secondary data?
6. How do internal and external secondary data differ?
5. What criteria are used to evaluate secondary data?

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