Questions and Answers of Marketing Research Essentials

14. Discuss the role of social media in conducting marketing research.
13. How is DSS different from MIS?
12. What is a marketing information system (MIS)?
11. What career opportunities are available in marketing research? Are you interested in pursuing such a career?Why or why not?
10. List five guidelines for selecting an external marketing research supplier.
9. What is the main difference between a full-service and a limited-service supplier?
8. What are syndicated services, and how do they help a firm conduct marketing research?
7. How would you classify marketing research suppliers?
6. Discuss the role of marketing research in gathering competitive intelligence.
5. What decisions do marketing managers make? How does marketing research help them to make these decisions?
4. Describe the task of marketing research and illustrate with an example.
3. Describe the steps in the marketing research process.
2. Describe a classification of marketing research and give examples.
1. Define marketing research. What are some of the noteworthy aspects of this definition?
2. Discuss how the marketing management decision action that you recommend to Marcello Bottoli is influenced by the research that you suggested earlier and by the findings of that research.
1. Marcello Bottoli’s aggressive marketing strategy should be built around (check as many as are applicable):a. New product developmentb. Price discountsc. International marketingd. Distribution
2. Discuss the role of the type of research you recommend in enabling Marcello Bottoli to increase the market share of Samsonite.
1. What type of marketing research should Samsonite undertake? (Check as many as are applicable.)a. Product researchb. Pricing researchc. Promotion researchd. Distribution researche. All of the above
2. Discuss the client’s marketing organization and operations.
1. Give a background of the client organization.
1. Discuss the ethical issues involved in researching consumer preferences for Italian sausages.
1. Discuss how Saxonville Sausage can make use of social media to obtain relevant information on consumers’ values, beliefs, attitudes, and preferences for Italian sausages.
1. If marketing research to determine consumer preferences for Italian Sausages was to be conducted in Italy, how would the research process differ?
1. Prepare a 10-minute presentation for Saxonville Sausage using no more than 10 PowerPoint slides.
1. What charts and graphs would you use in preparing a report for Saxonville Sausage?
According to Saxonville Sausage’s Laura Bishop, director of market research, easy to do, family-pleasing, quality, price, texture, and aroma are all independent variables that affect the preference
1. How would you conduct the training and supervision of the field-workers for the quantitative testing (step four)?
1. How should the sample size be determined for the survey?
1. What sampling plan should be adopted for the quantitative testing (step four) survey?
1. Develop Likert, semantic differential, and Stapel scales for measuring consumer preferences for Italian sausage.
1. What type of syndicated data will be useful to Saxonville Sausage?
1. What type of internal secondary data was used by Saxonville Sausage?
1. Use the Internet to determine the market (dollars sales) of Italian and other sausages for the last calendar year.
1. What type of research design was adopted? What information was obtained?
1. Develop two research questions, each with an associated hypothesis.
1. Define the management-decision problem facing Saxonville Sausage.
1. Discuss the ethical issues involved in researching consumer preferences for pre scription weight-loss drugs.
1. Discuss how CSP can make use of social media to gain an understanding of how consumers view prescription weight-loss drugs.
1. If marketing research to determine consumer preferences for prescription weight-loss drugs was to be conducted in Southeast Asia, how would the research process differ?
1. Prepare a 10-minute presentation for CSP using no more than 10 PowerPoint slides.
1. What charts and graphs would you use in preparing a report for CSP?
1. What is your recommendation to CSP?
1. Based on the information given in the case, what should be the target market for Metabical?
1. How would you conduct the training and supervision of the field-workers for the survey?
1. How should the sample size be determined for the survey?
1. What was the sample size used in the survey (Exhibit 2)?Do you think this sample size was adequate?
1. What sampling plan should be adopted for the survey(Exhibit 2)?
1. What type of syndicated data will be useful to CSP?
1. What type of internal secondary data will be useful to CSP?
1. Search the Internet to determine the percentage of U.S. adults who are overweight (25 Ç BMI 40) in the last calendar year. What was the U.S. adult population in the last calendar year? Thus,
1. What type of research design was adopted as reported in the section titled “Market Research” (pages 4 and 5 of the case)?
1. Develop two research questions, each with an associated hypothesis.
1. Define the management-decision problem facing CSP.
1. Discuss the ethical issues involved in researching consumer preferences for refrigerated pizza.
1. If marketing research to determine consumer preferences for refrigerated pizza was to be conducted in Latin America, how would the research process differ?
1. Prepare a 10-minute presentation for TruEarth using no more than 10 PowerPoint slides.
1. What charts and graphs would you use in preparing a report for TruEarth?
1. What is your recommendation to TruEarth? Should the company launch the pizza?
1. How do you interpret Exhibits 9 and 10 to evaluate interest in pizza?
1. How do the pizza concept test results (Exhibits 7 and 8) compare with the findings for pasta (Exhibits 3 and 4)?
1. What can TruEarth learn about how consumers view pizza from Exhibit 6?
1. How would you conduct the training and supervision of the field-workers for the mall-intercept survey?
1. What was the sample size used in the mall-intercept survey? Do you think this sample size was adequate?
1. What sampling plan was adopted for the mall-intercept survey?How could this sampling plan be improved?
1. What type of syndicated data will be useful to TruEarth?
1. What type of internal secondary data will be useful to TruEarth?
1. What type of research design was adopted in determining consumer purchase intent for the new refrigerated pizza?
1. Develop two research questions, each with an associated hypothesis.
1. Define the management-decision problem facing TruEarth Healthy Foods with respect to refrigerated pizza.
I’m going to read to you a list of income categories. Please stop me when I get to the category that best describes the total combined household income before taxes of all members of your
1. How many people in your household contribute their income to the household?a. 0b. 1c. 2d. 3 or moree. Don’t know/refused
1. In what year were you born?a. __________b. Refused
1. How many jobs have you had in the past 5 years?a. 0b. 1c. 2d. 3e. 4f. 5 g. 6 to 9 h. 10 or more i. Don’t know/refused
1. Do you plan to change jobs in the next 5 years?a. Yesb. Noc. Don’t know/refused
1. How long have you been working in your current position?a. Less than 1 yearb. 1 to less than 5 yearsc. 5 to less than 10 yearsd. 10 to less than 20 yearse. 20 to less than 30 yearsf. 30 years or
1. How many children under the age of 6 are currently living at home with you?a. Under age 6 __________
1. Do you consider yourself to be of Hispanic origin?a. Yesb. Noc. Don’t know/refused D
1. How would you classify yourself?a. American Indian or Alaskan Nativeb. Asianc. Black or African Americand. Whitee. Other [specify: __________ ]f. Don’t know/refused
1. What is your current marital status?a. Singleb. Marriedc. Living with someone as if marriedd. Separatede. Divorcedf. Widowed g. Don’t know/refused
1. What is the highest level of education you have completed?a. Some high school or lessb. High school graduatec. Some colleged. College graduatee. Post-graduate degreef. Don’t know/refused
1. What do McNerney and his staff need to know about business-to-business salesperson loyalty? Create a one-page, single-spaced summary of these results.
1. Conduct a multiple regression using the loyalty to the place of work (original question 3) as the dependent variable. The five independent variables will be the five items of question 2 that
1. What is the correlation between the two original loyalty measures of questions 3 and 4? What can be said of the causal relationship between the two original measures of loyalty?
1. Do salespeople who exhibit low or high loyalty to a place of work (recoded question 3) differ in terms of each of the items of question 1 (a through h)?
1. Run a frequency distribution including descriptive statistics for all the variables. Interpret the results.
1. Develop a codebook for questions D1 to D12 of the questionnaire for this case.
1. Carry out consistency checks for the data file for this case. Do you identify any problems with the data?
1. This case made use of telephone surveys. How would you customize the fieldwork process mentioned in the book to the case of telephone interviews?
1. Describe the sampling plan adopted in this case. Do you think it is appropriate?
1. What type of internal database will help Boeing in forecasting the demand for new planes by its customers?
1. Search the Internet to determine the total number of passengers that traveled by air in the past year.
1. Search the Internet to determine the demand by a major airline for new planes in the next 5 years.
1. Do you think that the research design adopted by TNS was appropriate? Why or why not?
1. Develop two research questions with two hypotheses corresponding to each.
1. Define the corresponding marketing research problem.
1. McNerney wants the 787 Dreamliner to be a strong success.Define the management-decision problem.
1. Discuss the role that marketing research can play in enabling strong sales for the 787 Dreamliner.
1. Which of the following best describes your employment status? (CHOOSE ONE RESPONSE ONLY.)1 Full-time 2 Part-time 3 Retired 4 Student 5 Homemaker 6 Unemployed
1. Do the restaurant ratings (q9_1, q9_7, q9_26, q9_36, q9_39)differ for the various demographic characteristics (some recoded): age (S1), gender (S2), payment method (D1), number of people living
1. Do the ratings on the psychographic statements (q14_1, q14_2, q14_3, q14_4, q14_5, q14_6, and q14_7) differ for males and females?

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