Questions and Answers of Marketing Research Essentials

1. Cross-tabulate fast-food consumption classification (recoded S3A)with the demographic characteristics (some recoded): age (S1), gender (S2), payment method (D1), number of people living at home
1. Run a frequency distribution for all variables except respondent ID (responid). Why is this analysis useful?
1. Recode employment status (D7) by combining homemaker, retired, and unemployed into a single category.
1. Recode number of people living at home (D3A) as follows: for adults age 18+, four or more should be combined into one category labeled 4+; for each of the three remaining age groups(under 5,
1. How should the field-workers be selected and trained to conduct the fieldwork for the survey?
1. What sampling plan should be adopted for the survey? How should the sample size be determined?
1. Discuss the role of experimentation in helping McDonald’s determine its optimal level of advertising expenditures.
1. Discuss the role of qualitative research in helping McDonald’s expand further in the United States.
1. What type of syndicated data will be useful to McDonald’s?
1. Use the Internet to determine the market shares of the major national fast-food chains for the last calendar year.
1. Formulate an appropriate research design for investigating the marketing research problem you have defined.
1. McDonald’s is considering further expansion in the United States.Define the management-decision problem.
1. How should the executive group, along with Kimmel, evaluate the marketing research report? How will the findings of marketing research help them make decisions about changing the brand logo?
1. If you were the supervisor in charge of mall-intercept interviewing, what challenges would you face in training the interviewers?
1. What should be the sample size and how it should be determined?
1. If mall-intercept interviews are to be conducted to determine consumers’ preferences for ice cream brands, design a suitable sampling process.
1. After showing the respondent the old and the new logos, the following question is asked: “Do you like the new logo better than the old logo?” Critically evaluate the wording of this question.
1. Discuss the role of measurement and scaling in assessing the consumer response to the old and new logos. Which scaling technique(s) would you recommend and why?
1. Can an experiment be conducted to address the issue of changing the brand logo? If yes, what experimental design would you recommend and why?
1. Do you think that Kimmel should commission a survey in this case?If yes, which survey method would you recommend and why?
1. Discuss the role of qualitative research in gaining a better understanding of the influence of the brand image on consumer selection of an ice cream brand.
1. What kind of secondary and syndicated data would be helpful in addressing the issue of changing the brand logo? What is the role played by such data?
1. If Kimmel decides to conduct a study to address the marketing research problem, what research design should be adopted?Relate the different phases of the research design to specific aspects of
1. What specific research question and hypothesis are suggested in this case?
1. Define the management-decision problem confronting the Baskin-Robbins executive group, along with Kimmel, and a corresponding marketing research problem and show the linkages between the two.
1. What is the role of marketing research in deciding whether to change the logo in this case?
1. If we take this line of reasoning seriously, the implications for many other firms seeking to define the marketing research problem related to rebranding are __________.(What consequences are
1. The main inferences/conclusions in this case pertaining to problem definition are __________.(Identify the key conclusions implied by the case.)
1. The series of marketing research problem statements can be put into context by comparing each to __________.(Place the marketing research problem statements into other readily understood
1. The most important understanding about Baskin-Robbins as an organization that led the firm to consider a new logo as part of problem definition was __________.(Identify the facts, observations,
1. The methods used by Kimmel and his team to identify the marketing research problem were __________.(Describe the general approach used and include details that assist in evaluating the quality
1. The key questions the Baskin-Robbins brand team is addressing are __________.(Identify the key questions in the minds of the case protagonists.)
1. The main purpose of the Baskin-Robbins study was __________.(State as accurately as possible their reason for doing the study.)
1. Baskin-Robbins Brand Officer Ken Kimmel felt it was important to conduct this study because __________.(State the relevant background information for justification.)
1. Illustrate the application of correlation and regression to social media.
1. Explain the meaning of partial regression coefficients.
1. Discuss how multiple regression differs from bivariate regression.
1. Understand the nature and methods of bivariate regression analysis, and how the general model can be described.
1. Discuss the ethical issues related to the interpretation and reporting of the research process and findings.
1. Describe how social media facilitate and enhance report preparation and presentation.
1. Explain how the report preparation and presentation process differs in international marketing research.
1. Describe how an oral presentation should be made and some of the principles involved.
1. Explain the guidelines available for writing a report that includes graphs and tables.
1. Illustrate the application of hypothesis testing to social media.
1. Explain the analysis of variance procedure for testing a hypothesis related to more than two samples.
1. Discuss how to test a hypothesis for paired samples.
1. Explain how to test the hypothesis related to one sample.
1. Illustrate the application of basic data analysis to social media.
1. Describe the computer programs available for conducting frequency and cross-tabulation analyses.
1. Discuss the other statistics used to test association between two variables and when they are used.
1. Understand how the chi-square statistic is calculated and the purpose for which it is used.
1. Discuss how cross-tabulation analysis should be conducted and the associated statistics.
1. Describe the general procedure for hypothesis testing and the steps involved.
1. Explain what is meant by frequency counts and what measures are associated with such an analysis.
1. Discuss the ethical issues involved in sampling design.
1. Describe how the representativeness of social media samples can be improved.
1. Explain how sampling techniques are used in international marketing research.
1. Understand how online samples should be selected.
1. Describe the conditions that favor the use of nonprobability sampling versus probability sampling.
1. Explain the various probability sampling techniques and when they are used.
1. Discuss the various nonprobability sampling techniques and when they are used.
1. Explain the steps involved in the sampling design process.
1. Discuss sample-size determination in social media research.
1. Explain why it is difficult to statistically determine the sample size in international marketing research.
1. Understand how the sample size should be adjusted to account for incidence and completion rates.
1. Describe how the sampling distribution, statistical inference, and standard error are relevant to sampling.
1. Discus the ethical issues involved in fieldwork.
1. Explain fieldwork in relation to social media.
1. Understand how fieldwork should be conducted in international marketing research.
1. Discuss how field-workers should be evaluated.
1. Describe how the field-workers should be supervised to enhance their effectiveness and efficiency.
1. Explain how field-workers should be trained in different aspects of interviewing.
1. Discuss the ethical issues that are important in data preparation and analysis.
1. Describe text coding and categorization and other aspects of data preparation in social media research.
1. Explain how data collected in international marketing research projects should be prepared.
1. Understand how researchers select the appropriate data-analysis strategy.
1. Discuss the methods that are available for cleaning the data and treating missing responses.
1. Explain questionnaire checking and editing.
1. Discuss the ethical issues involved in developing noncomparative scales.
1. Describe the implementation of noncomparative scaling in social media.
1. Discuss the evaluation of scales, and the relationship between reliability and validity.
1. Describe the decisions involved in constructing itemized rating scales, and the options that should be considered.
1. Explain the differences among Likert, semantic differential, and Stapel scales.
1. Describe the ethical issues involved in selecting scales of measurement.
1. Explain how social media can be used to implement measurement and scaling.
1. Explain how measurement and scaling relate to the various steps of the marketing research process.
1. Understand how scaling techniques are classified, and the various comparative scaling techniques.
1. Discuss the primary scales of measurement, and how they differ.
1. Describe the basic scale characteristics and how they relate to the levels of measurement.
1. Describe how social media facilitate causal research.
1. Explain test marketing, and how it involves experimentation.
1. Understand the two types of validity, internal and external, and how they differ.
1. Discuss the conditions for causality, and whether a causal relationship can be demonstrated conclusively.
1. Describe the ethical issues involved in conducting survey and observation research.
1. Explain how social media can be used to implement survey and observation methods.
1. Understand how survey and observation methods can be implemented in an international setting.
1. Discuss the relative advantages and disadvantages of observational methods as compared to survey methods.
1. Explain how survey response rates can be improved.
1. Discuss the use of social media in obtaining and analyzing qualitative data.
1. Understand the considerations involved in conducting qualitative research in an international setting.

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