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marketing research

Questions and Answers of Marketing Research

5 What is a confidence interval?
4 Why is the central-limit theorem critical to measuring sampling error?
3 Define the mean and variance in words and in mathematical notation for both a population and a sample first treating the variable as continuous and then as dichotomous
2 Identify the symbols which denote common parameters and statistics of both continuous and dichotomous variables
1 What is the difference (if any) between a parameter and a statistic?
Why are nonprobability sampling procedures so often used in practice?
Distinguish among three types of nonprobability sampling procedures.
What is the nature of the error generated by a nonprobability sampling procedure?
Distinguish among the following sample concepts element, population, sampling unit, sampling frame, and study population.
Why is sampling so often used in marketing research?
4 What other possible research design and data sources could be used?Automotive Supply, Inc. is a large wholesaler located in Tulsa, Oklahoma. It supplies auto parts to service stations, department
3 Evaluate the data collection framework.Automotive Supply, Inc. is a large wholesaler located in Tulsa, Oklahoma. It supplies auto parts to service stations, department stores, discount houses, and
2 Are the data sources appropriate to the information needs and research objectives? Why or why not?Automotive Supply, Inc. is a large wholesaler located in Tulsa, Oklahoma. It supplies auto parts to
1 Evaluate the stated research objective and the information needs presented in the proposal. Automotive Supply, Inc. is a large wholesaler located in Tulsa, Oklahoma. It supplies auto parts to
2 Why? In mid-May, the Capital Planning Committee of the Twin Pines Golf and Country Club met to discuss a research report that they had just received. This report gave the results of a survey of the
1 What action should the committee take? In mid-May, the Capital Planning Committee of the Twin Pines Golf and Country Club met to discuss a research report that they had just received. This report
3 What marketing research can be used to provide the required information? Computer Town, Inc. was formed by five recent graduates of Duke University's M.B.A. program. All of the group members were
2 What information is needed to make each of these decisions? Computer Town, Inc. was formed by five recent graduates of Duke University's M.B.A. program. All of the group members were computer
1 What decisions must be made in order to open this retail outlet? Computer Town, Inc. was formed by five recent graduates of Duke University's M.B.A. program. All of the group members were computer
5 Indicate the main components of the hierarchy of geographic units in descending order of level of aggregation.
4 Suggest some examples of census data useful to marketers
3 Discuss the shortcomings of secondary data.
2 What are the advantages of secondary data relative to primary data?
1 What is the role of secondary data in the research process?
What is the current state of the MDSS concept?
What attributes should MDSS output possess?
What is the role of a marketing information system within an organization?
What types of data are available from syndicated data sources?
What is meant by a "syndicated source"?
What are the benefits and limitations of simulation?
What is the primary distinction between qualitative and quantitative research?
Discuss the four basic sources of marketing data.
What problems are associated with longitudinal designs?
What advantages does the longitudinal design offer relative to the cross-sectional design?
What are the objectives of performance-monitoring research?
What role does an implicit causal model play in descriptive research?
How does the cross-sectional design differ from the longitudinal design?
How does the research design in descriptive research differ from that in exploratory research?
What is descriptive research?
Why is exploratory research often utilized in the initial steps of the decision process?
What type of research design is associated with exploratory research?
Discuss the nature and role of research design in marketing research.
What are some of the factors which impinge upon the management-research relationship?
How might an organization ensure that marketing research is being used effectively in the decision-making process?
Why is the evaluation la prioril of marketing research inherently subjective?
What are decision criteria? When should they be developed?
Of what use is a mock-up of potential research findings?
Should the decision maker be involved in formulating research objectives and listing infor- mation needs? Why or why not?
What characteristics should research objectives possess?
What are the responsibilities of the researcher in establishing the need for marketing re- search information?
What is the basic criterion in deciding whether or not to conduct a research project?
What is the purpose and nature of a situational analysis?
What are the implications for the marketing researcher of a decision situation characterized by primary (organizational and secondary (personal) objectives?
What are the essential elements of a decision problem?
Distinguish among problems, opportunities, and symptoms.
Discuss the types of marketing research appropriate for various stages of the decision-making process.
Why is the analysis preceding the decision to undertake research so crucial to the success of the project?
5 What potential sources of errors should be of concern to the researchers in this study? How does the proposal attempt to control these errors?
4 What is the value of this research to the Detroit Public Library? Is it worth $50,000?
3 How could the research design be improved?
2 Evaluate each phase of the research proposal in terms of content and presentation.
1 Evaluate the statement of research mission. How well does it guide the research process?
5 Prepare a research proposal. Use the outline you developed in Question 4. Jose Martinez was the president of Midwest Marketing Research Associates (MMRA). He was in the process of preparing a
4 Make a detailed outline of the research proposal you would submit if you were Jose Martinez (Think about the information that National will be looking for in a research proposal) Jose Martinez was
3 One possible research design would be to interview (either in person, by telephone, or through the mail) grocery store shoppers. What are other possible designs? Jose Martinez was the president of
2 What are the key information needs? List the five you feel are most important, and be prepared to defend your reasons for listing each Jose Martinez was the president of Midwest Marketing Research
1 Develop a statement of research objectives. Think about: Why the request for information was made Who the decision makers are The goals or objectives of the decision makers. The decision-making
4 Evaluate the manner in which the group phase of the study of consumer acceptance was carried out.
3 What type of research did the study of consumer acceptance involve? Why?
2 What type of research did the study of packaging markets involve? Why?
1 How did the marketing research firm ascertain the information needs of SPI?
Should legal action be taken to regulate marketing research activity? If so, state specifics.
What should buyers and suppliers of research expect from each other?
How should a research supplier be selected?
On what basis should an organizational structure be selected?
What are the advantages and disadvantages of each organizational alternative?
How can the marketing research function be organized?
What type of person would make a good research analyst'
What is the institutional structure of the marketing research business?
1.15 A major marketing research firm once declared one of its survey-based services to be "free from all error, except sampling error." Do you think this could be a true statement?
1.14 Define and then give an example of each type of nonsampling error listed in this chapter.
1.13 What are the properties of nonsampling errors?
1.12 What is a nonsampling error?
1.11 Why is it essential that a researcher anticipate all of the steps of the research process?
1.10 Specify the sequence of steps in the research process.
1.9 Contrast basic and applied marketing research.
1.8 Define marketing research. Elaborate on the components of your definition
1.7 What is a marketing research system?
1.6 What is the difference between "data" and "information"?
1.5 What factors determine the relative importance of managerial experience versus marketing research in a given situation?
1.4 Outline the steps involved in the decision-making process.
1.3 In what aspects of the marketing system is marketing research of limited applicability?
1.2 Present the four essential components of the marketing system and examples of each.
1.1 What effect has the increasing adoption of the marketing concept by organizations had on marketing research?
1.3 Read the full ESOMAR or MRS codes of conduct. Consider whether any of the requirements would be difficult to implement within your own research projects
1.2 Go to Facebook and read the currently available Data Policy (https://www.facebook.com/about/privacy). Discuss what you believe would be ethical use of data from Facebook for research purposes
1.1 Re-read the ‘Real research’ segment on anonymity. The author quoted in this piece, John Griffiths, questions whether marketing research can exist without anonymisation of personal data. In
1.10 Why is self-regulation viewed as important by professional bodies in marketing research?
1.9 Summarise the threats presented by new technologies to the effectiveness of anonymisation of participant data.
1.8 What are the particular ethical challenges associated with the use of secondary data?

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