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marketing research

Questions and Answers of Marketing Research

To what extent do you think that competitor analysts have values to offer to potential respondents in any interviews they conduct? Lo1
What sampling frame challenges exist in international b2b marketing research? Lo1
What does ‘access’ mean in the context of b2b marketing research? Lo1
Describe the sampling challenges that the b2b marketing researcher faces. Lo1
How do the concepts of business networks and relationships relate to each other? Lo1
What challenges do b2b marketers face in managing relationships? Lo1
From what focal point should a business network be analysed? Lo1
What characteristics distinguish b2b marketing from consumer marketing? Lo1
discuss the ethical considerations in b2b marketing research by comparing the challenges set in competitor intelligence with conventional marketing research. Lo1
discuss the cultural challenges faced in conducting b2b marketing research in an international setting? Lo1
understand what competitor intelligence is and how it may supplement or even take the place of marketing research for some businesses? Lo1
understand how the concepts of networks and relationships underpin the distinctive challenges faced by b2b decision makers? Lo1
explain the marketing research challenges that emerge from the differences between b2b and consumer marketing decision making? Lo1
understand the differences between b2b and consumer marketing? Lo1
What problems are involved in the direct translation of a questionnaire into another language? Lo1
How should the equivalence of scales and measures be established when the data are to be obtained from different countries or cultural units? Lo1
Select a country, using environmental characteristics to illustrate why Internet surveys work particularly well as a survey technique. Lo1
Select a country, using environmental characteristics to illustrate why in-home interviewing does not work particularly well as a survey technique. Lo1
Select a country, using environmental characteristics to illustrate why CATI works particularly well as a survey technique. Lo1
Describe the factors that may influence the approach to qualitative techniques in different countries. Lo1
How should the researcher evaluate secondary data obtained from foreign countries? Lo1
What is meant by the informational and technological environment? How do the variables comprising the informational and technological environment influence international marketing research? Lo1
Describe the importance of considering the marketing environment in conducting international marketing research. Lo1
describe the processes of back translation and parallel translation in translating a questionnaire into a different language? Lo1
To what extent should marketing researchers interpret the information they present in a report? Lo1
What is the purpose of an oral presentation? What guidelines should be followed in an oral presentation? Lo1
Describe a line chart. What kind of information is commonly displayed using such charts? Lo1
understand the report preparation and presentation process in international marketing research? Lo1
Graphically illustrate what is meant by part-worth functions. Lo1
Describe the full profile approach to constructing stimuli in conjoint analysis. Lo1
What is involved in formulating a conjoint analysis problem? Lo1
What is the difference between internal and external analysis of preference data? Lo1
Describe the ways in which the reliability and validity of MDS solutions can be assessed. Lo1
discuss the basic concepts of conjoint analysis, contrast it with MDS and discuss its various applications? Lo1
explain correspondence analysis and discuss its advantages and disadvantages? Lo1
What are some of the additional variables used for profiling the clusters? Lo1
What role may qualitative methods play in the interpretation of clusters? Lo1
What is involved in the interpretation of clusters? Lo1
What guidelines are available for deciding the number of clusters? Lo1
What are the two major disadvantages of non-hierarchical clustering procedures? Lo1
Why is the average linkage method usually preferred to single linkage and complete linkage? Lo1
Upon what basis may a researcher decide which variables should be selected to formulate a clustering problem? Lo1
explain the procedure for conducting cluster analysis, including formulating the problem, selecting a distance measure, selecting a clustering procedure, deciding on the number of clusters,
discuss the statistics associated with cluster analysis? Lo1
describe the basic concept and scope of cluster analysis and its importance in marketing research; Lo1
How is the fit of the factor analysis model examined? Lo1
What are surrogate variables? How are they determined? Lo1
When is it useful to calculate factor scores? Lo1
What guidelines are available for interpreting the factors? Lo1
Why is it useful to rotate the factors? Which is the most common method of rotation? Lo1
What is a scree plot? For what purpose is it used? Lo1
Explain how eigenvalues are used to determine the number of factors. Lo1
What is the major difference between principal components analysis and common factor analysis? Lo1
For what purpose is the Kaiser-Meyer-Olkin measure of sampling adequacy used? Lo1
Briefly define the following: eigenvalue, factor loadings, factor matrix and factor scores. Lo1
What is meant by the term communality of a variable? Lo1
What hypothesis is examined by Bartlett’s test of sphericity? For what purpose is this test used? Lo1
Describe the factor analysis model. Lo1
What are the major uses of factor analysis? Lo1
How is factor analysis different from multiple regression and discriminant analysis? Lo1
describe the procedure for determining the fit of a factor analysis model using the observed and the reproduced correlations. Lo1
explain the selection of surrogate variables and their application with emphasis on their use in subsequent analysis? Lo1
understand the distinction between principal component factor analysis and common factor analysis methods? Lo1
discuss the procedure for conducting factor analysis, including problem formulation, construction of the correlation matrix, selection of an appropriate method, determination of the number of
describe the concept of factor analysis and explain how it is different from analysis of variance, multiple regression and discriminant analysis? Lo1
7 What is Wilks’ λ? For what purpose is it used?
6 How should the total sample be split for estimation and validation purposes?
5 What are the steps involved in conducting discriminant analysis?
4 Describe the relationship of discriminant analysis to regression and ANOVA.
3 What is the main distinction between two-group and multiple discriminant analysis?
2 Describe four examples of the application of discriminant analysis.
13 What is multicollinearity? What problems can arise because of multicollinearity?14 Describe the cross-validation procedure. Describe double cross-validation.
12 Explain the stepwise regression approach. What is its purpose?
11 What is gained by an examination of residuals?
10 State the null hypothesis in testing the significance of the overall multiple regression equation. How is this null hypothesis tested?
9 Explain the meaning of a partial regression coefficient. Why is it called that?
8 What is multiple regression? How is it different from bivariate regression?
7 What is the standard error of the estimate?
6 What is meant by prediction accuracy?
5 How is the strength of association measured in bivariate regression? In multiple regression?
4 Explain the meaning of standardised regression coefficients.
1 What is the product moment correlation coefficient? Does a product moment correlation of 0 between two variables imply that the variables are not related to each other?
2 Should Clayton go ahead with the service? Express Air is a small commuter airline based in St. Andrew. It presently provides charter service to local companies. Heather Clayton, president of
1 What do these findings mean? What characteristics do potential customers find important? Unimportant? Express Air is a small commuter airline based in St. Andrew. It presently provides charter
5 What conclusions for the advertiser would you draw from the results reported in Exhibit 1? Advertising Testing Services, Inc. (ATS) is a small marketing research supplier special- izing in the copy
4 How should the reliability and validity of ATSF's results be determined? Advertising Testing Services, Inc. (ATS) is a small marketing research supplier special- izing in the copy testing of
3 In comparing test results against the norm, is the stated significant difference level in scores appropriate? From a statistical testing point of view, is type I or type I error more important
2 Evaluate the measures taken by ATSI Advertising Testing Services, Inc. (ATS) is a small marketing research supplier special- izing in the copy testing of television commercials ATSI is located in
1 Evaluate the procedure used by ATSI Advertising Testing Services, Inc. (ATS) is a small marketing research supplier special- izing in the copy testing of television commercials ATSI is located in
3 Assuming that part of this information would be collected by a conjoint measurement study. identify the appropriate attributes, attribute levels, and data instrument structure Heather Clayton is
2 How would you obtain this information? Heather Clayton is president of Express Air, a small commuter airline company based in St. Andrew. Express Air currently provides air taxi and corporate
1 Assume that Clayton has come to you for advice. What information will she need before deciding whether or not this service is feasible! Heather Clayton is president of Express Air, a small commuter
4 What further research needs to be done before this product is introduced? Be specific. San Francisco Package Goods (SFPG) was one of the largest companies in the United States. In the previous
3 What conclusions can be drawn from this study. San Francisco Package Goods (SFPG) was one of the largest companies in the United States. In the previous decade, it had had many new-product
2 Critique the methodology of the study. San Francisco Package Goods (SFPG) was one of the largest companies in the United States. In the previous decade, it had had many new-product successes. Their
1 Evaluate the concept statement. San Francisco Package Goods (SFPG) was one of the largest companies in the United States. In the previous decade, it had had many new-product successes. Their newest
5 How accurate do you think the forecast will be?Production magazine is a monthly publication of the Bramson Publishing Company of Bloomfield Hills, Michigan, a suburb of Detroit. Production serves
4 What other methodis could be used to make these forecasts?Production magazine is a monthly publication of the Bramson Publishing Company of Bloomfield Hills, Michigan, a suburb of Detroit.
3 Are there any questions that seriously prejudice responses by how the questions are asked?Production magazine is a monthly publication of the Bramson Publishing Company of Bloomfield Hills,
2 Evaluate the sampling plan and the sample actually selected.Production magazine is a monthly publication of the Bramson Publishing Company of Bloomfield Hills, Michigan, a suburb of Detroit.

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