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business
marketing research

Questions and Answers of Marketing Research

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
10 Why is self-regulation viewed as important by professional bodies in marketing research?
9 Summarise the threats presented by new technologies to the effectiveness of anonymisation of participant data.
8 What are the particular ethical challenges associated with the use of secondary data?
7 How can researchers prevent adverse effects from occurring when carrying out focus groups?
6 Why does research into children create particular ethical challenges?
5 What are the consequences of unethical behaviour by marketing researchers?
4 Describe the key concepts embedded in the ESOMAR code of conduct.
3 Explain the concept of uninformed consent.
2 How can you ensure you have properly gained informed consent when carrying out a survey?
1 Why is participant anonymity so important in market research?
5 consider research ethics from the participants’ perspective, taking into account the role of privacy and the need to maintain trust;6 understand the key ethical challenges facing marketing
4 apply the principles of research ethics within the context of the marketing research process;
3 evaluate key concepts of research ethics including anonymity and consent and the legal context around research, including GDPR;
2 apply key research ethics codes to your own research projects;
1 understand the importance of research ethics within marketing research;
4 Re-read the case study around competitive intelligence and the pizza industry. In a small group discuss the following statement: ‘There can never be any convergence in values between the
3 You are a marketing manager for a company that manufactures adhesives for the construction industry. You wish to invest in an online focus-group study of construction engineers and architects.
2 You are the marketing research manager of a bank. Management have asked you to assess the demand potential for ‘high-growth start-up businesses’.What sources of secondary data would you
1 Visit the website of Business Intelligence Group (BIG) (www.b2bresearch.org). Evaluate why it came into existence and present a case for why b2b researchers need a distinctive professional body to
12 What is competitive intelligence? How does this definition differ from notions of ‘conventional marketing research’?
11 Describe the potential participant errors that may occur in b2b marketing research. What may be done to reduce these potential errors?
10 What is meant by ‘interviewer credibility’? What may interviewers do to be seen as more credible in the eyes of target participants?
9 Evaluate the reasons why gaining access to key participants may be so difficult. Why may gaining access grow more difficult over time?
8 What is b2g marketing? What kinds of challenges might be associated with b2g marketing research?
6 Describe the sampling challenges that the b2b researcher faces.
6 appreciate how technology is shaping the way in which b2b research is planned and administered.
5 understand what competitor intelligence is and how it may supplement or even take the place of marketing research for some businesses;
4 understand how the concepts of networks and relationships underpin the distinctive challenges faced by b2b decision makers;
3 explain the marketing research challenges that emerge from the differences between b2b and consumer marketing decision making;
1 explain what b2b marketing is;
5 In a small group, discuss the following issues: ‘Writing reports is an art.Presenting reports is an art. Reading reports is an art. It is all a matter of art.’and ‘Writing a report that is
4 You are a researcher preparing a report for a high-tech firm on ‘The potential demand for electric cars in Europe’. Develop a format for your report. How is that format different from the one
3 Finally, for the same report create an infographic that will be effective at communicating research findings to a broad and non-technical group.
2 Prepare an oral presentation of the report above, to be targeted at senior marketing managers. Deliver your presentation to a group of fellow students(role playing the managers) and ask them to
1 Obtain a copy of an old marketing research report (many marketing research agencies or companies that have commissioned research will provide copies of old reports for educational purposes).
13 Why should marketing research projects be evaluated after they have been completed?
12 To what extent should researchers interpret the information they present in a report?
10 What are the advantages and disadvantages of presenting data using 3D charts?
7 What is an infographic? Why can visual communication techniques sometimes be more effective than text at communicating research findings?
2 What is the difference between dissemination and communication of research findings?
6 explain the reason for follow-up with the client and describe the assistance that should be given to the client as well as the evaluation of the research project.
5 describe the approach to the marketing research report from the client’s perspective;
4 understand the concept of infographics and the role of visual communication;
3 discuss the nature and scope of oral presentation of research findings;
2 discuss the basic requirements of report preparation, including report format, report writing, graphs and tables;
1 understand the difference between communicating and disseminating research findings;
4 In a small group, discuss the similarities and differences between EFA and CFA. Which is the more useful?
3 Draw a path diagram with three exogenous constructs and one endogenous construct. The exogenous constructs are measured by five, four and three observed variables or indicators. The endogenous
2 As a research consultant for Google, you are to develop a model that explains consumers’ patronage of an internet portal. Evaluate literature, secondary data and intelligence sources to identify
1 As a research consultant to the Union of European Football Associations(UEFA), you are to develop a model that explains supporters’ attendance at professional games. Evaluate literature,
15 SEM is similar to what other multivariate techniques? How is it similar?
14 What is a recursive model? Why is this aspect relevant in SEM?
13 How do we determine whether the difference between two structural path coefficients is significant?
12 What is a structural theory and how is it different from measurement theory?
11 What is a second-order factor model? How is it different from a first-order factor model?
10 What is average variance extracted? Why is it useful to calculate this statistic?
8 How do you assess the validity of a measurement model?
7 What is confirmatory factor analysis? How is it similar to and different from exploratory factor analysis?
6 What are the similarities and differences between a parsimony and incremental fit index?
5 What are the similarities and differences between an absolute and incremental fit index?
4 How is model fit assessed in SEM?
3 What is a measurement model? Why is it estimated?
2 What is the role of theory in SEM?
9 explain path analysis and discuss its relationship to SEM.
8 discuss the relationship of SEM to other multivariate techniques;
7 describe how to specify a structural model and assess its validity;
6 explain the concept of model fit and the differences between absolute, incremental and parsimony fit indices;
5 know how to specify a measurement model and assess its validity;
4 describe the process of conducting SEM and explain the various steps involved;
3 discuss the basic statistics associated with SEM;
2 explain the basic concepts in SEM such as theory, model, path diagram, exogenous versus endogenous constructs, dependence and correlational relationships, model fit and model identification;
1 define the nature and unique characteristics of structural equation modelling (SEM);
5 In a small group, discuss the similarities and differences between MDS, factor analysis and discriminant analysis, and consider the following statement:‘simplifying MDS solutions to
4 Construct the nine boot profiles given in Table 26.4. Rate these nine profiles in terms of your preference, using a nine-point rating scale.
3 Consider 12 brands of bath soap (you can use the following – or other brands that you are more familiar with): Dove, Zest, Dial, Imperial Leather, Body Shop, Camay, Ivory, Palmolive, Irish
2 A participant’s ratings of nine luxury car brands on four dimensions are shown.Each brand was evaluated on each dimension (prestige, performance, luxury
1 Identify two marketing research problems where MDS could be applied and two where conjoint analysis could be applied. Explain how you would use these techniques in these situations.
15 What procedures are available for assessing the reliability and validity of conjoint analysis results.
14 Graphically illustrate what is meant by part-worth functions.
13 How can regression analysis be used for analysing conjoint data?
12 Describe the pairwise approach to constructing stimuli in conjoint analysis.
11 Describe the full-profile approach to constructing stimuli in conjoint analysis.
10 What is involved in formulating a conjoint analysis problem?
6 What factors influence the choice of an MDS procedure?
4 Describe the steps involved in conducting MDS.
3 What is meant by a spatial map?
1 For what purposes are MDS procedures used?
9 appreciate how software is used in multidimensional scaling and conjoint analysis.
8 define the concept of hybrid conjoint analysis and explain how it simplifies the data collection task;
7 describe the procedure for conducting conjoint analysis, including formulating the problem, constructing the stimuli, deciding the form of input data, selecting a conjoint analysis procedure,
6 discuss the basic concepts of conjoint analysis, contrast it with MDS and discuss its various applications;
5 understand the relationship between MDS discriminant analysis and factor analysis;
4 explain correspondence analysis and discuss its advantages and disadvantages;
3 explain the MDS scaling of preference data and distinguish between internal and external analysis of preferences;
2 describe the steps involved in MDS of perception data, including formulating the problem, obtaining input data, selecting an MDS procedure, deciding on the number of dimensions, labelling the
1 discuss the basic concept and scope of multidimensional scaling (MDS) in marketing research and describe its various applications;
4 In a small group, discuss the following issues: ‘The consequences of inappropriate validation of cluster analysis solutions can be disastrous’ and‘User-friendly statistical packages can
3 You are a marketing research analyst for a major airline. You have been set the task of determining consumers’ attitudes towards budget airlines. Construct a 15-item scale for this purpose. In a
2 Analyse the Benetton data (taken from Exercise 4, Chapter 22). Consider only the following variables: awareness, attitude, preference, intention and loyalty towards Benetton.a Cluster the

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