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Questions and Answers of Marketing Research

3 Indicate which bivariate tables should be elaborated. Be specific with respect to the control variables you would use and to what effect the elaboration might have on the conclusions drawn from the
2 What conclusions can be drawn on the basis of the bivariate analysis? Be sure to write down the relevant conclusion for each crosstab table. Are all the percentages cast in the correct direction to
1 What conclusions can be drawn on the basis of the univariate analysis?James Burnett was head of Southwest University (SU) food services. SU had a student population of 25,000 and a faculty of 1800.
2 For the regression results a What interpretation can you give to these results? b What assumptions underlie your interpretations? c How could these assumptions be tested? d Does the low R2 imply
1 For the correlation results: a What interpretation can you give to the results shown? b What assumptions underlie your interpretations? c How could these assumptions be tested? The data presented
Prepare a coding scheme for the selected parts of the questionnaire.In Case 1-3, we presented a proposal for research for the Detroit Public Library system. As part of the research that was actually
5 What are the alternative means of displaying data graphically?
4 What components are typically included in a research report?
3 How might an oral presentation supplement a written research report?
2 What general guidelines exist for the preparation of written research reports?
1 Why is the research report important?
1.8 How could conjoint measurements be used to predict market share?
1.7 What is a discriminant function? What criterion is used to derive its coefficients?
1.6 How is AID related to ANOVA
1.5 How are nominal independent variables handled in a regression?
1.4 How does ANCOVA work?
1.3 What does a coefficient mean in multiple regression?
11 How do you name factors, clusters, and dimensions for interdependence methods?
10 Describe the nature of the input and output of nonmetric multidimensional scaling
9 What is nonmetric multidimensional scaling?
8 What is the objective of multidimensional scaling?
7 Describe the nature of the input and output of cluster analysis
6 What is the objective of cluster analysis?
5 What are R- and Q-type factor analyses?
4 Describe the nature of the input and output of factor analysis.
3 What is the overall objective of factor analysis
2 Distinguish between dependence and interdependence methods
1 Why is multivariate analysis becoming more used in marketing research?
16. In a recent study on American travel habits, the following data were obtained:Questions: a Is there a relationship between the presence of children at home and the sex of the respondent? b What
15 Mark Schwinn and Jennifer Grier were resident advisors assigned to the first coed hall at Montana College. A welcome party was scheduled to take place the weekend after classes started, and the
14 The same study used in questions 11 and 12 yielded the following data concerning the num- ber of NFL home games attended in a year and the number of years the person has lived in the city:What
13 In a study of advertising effects, two waves of consumers were interviewed. Wave 1 took place before a new campaign was introduced, and wave 2 a few months after the new cam- paign had started. As
12 The same marketing manager also had a table of frequency counts between age and atten- dance at college football games. What conclusion should be drawn? Age Attend college football games Under 40
11 A marketing manager was given the following table of frequency counts to show the nature of the relationship between age and attendance at NFL games. What conclusion should be drawn? Age Attend
10 What may be found in elaboration?
9 What is elaboration?
8 In what alternative ways may percentages be calculated in a crosstab table? Which way is the best?
7 What is the chi-square test a test for?
6 When should the z and I tests on the difference between means be used?
5 How do you test to see whether a simple regression has explained a significant portion of the variation in the dependent variable?
4 When can simple regression be used?
3 What is the coefficient of determination?
2 What is linear correlation?
1 What questions must you answer in order to select the appropriate bivariate statistical procedure?
13 The Lake City chief of police wanted to discover how fast the average car traveled on a particular stretch of highway. To get this information, he placed a hidden radar device beside the highway
12 A company had adopted the following decision rule with respect to introducing a new product: If average monthly consumption is 100 ounces or more, we will enter into test market. An in-home
11 A political research firm undertook a sample of registered voters in a small community to see whether a particular candidate would win the election. The sample size was 50 and the result was that
10 A sales manager had promised the entire sales force a special trip if average daily sales per salesperson were $1000 or more. A sample of 10 salespersons yielded the following results: Average
9 The manager of a movie theater hypothesized that twice as many of the theater's patrons were under 30 as were 30 and over A sample of patrons yielded the following results:Is the theater manager's
8 From a sample of Tide users the following frequency count was generated for the catego- ries of the variable age:Is Tide usage spread evenly across the population in terms of age? Age 55 and over
7 What is the power of the test?
6 What are type I and type I errors?
5 Distinguish between significance level and confidence level
4 Describe the steps in hypothesis testing in general
3 Why are 1 measures of central tendency and (2) measures of dispersion both necessary to describe a variable!
2 Distinguish between descriptive and inferential statistics.
1 What is univariate data analysis?
How do you select a track?
What are the alternative data processing tracks?
Why would you want to create new variables?
How is a dataset cleaned?
What is a codebook? What should it contain?
How should multiple responses be handled?
What are the fundamental rules of code construction?
What should an editor do in examining an instrument?
How do you identify data collection instruments that are unacceptable for data processing?
How are responses to a questionnaire represented on a computer card?
4. What are potential problems in the field operations associated with this study? Suggest ways to overcome these problems. Anne Marre was the president of the Dallas-based Plastics Company of
3. Evaluate the proposed questionnaire, suggesting changes if they are necessary. Anne Marre was the president of the Dallas-based Plastics Company of America (PCA), a large manufacturer of plastic
2. Give the advantages and disadvantages of each of the various communications media. Which one should Marre choose? Anne Marre was the president of the Dallas-based Plastics Company of America
1. What type of communication structure-structured vs unstructured direct vs. indirect- seems most appropriate? Why? Is this questionnaire appropriate for that type of structure? Anne Marre was the
Evaluate and revise the proposed questionnaire. Explain thoroughly the reasons for your proposed changes. The Mayfield Health and Racquet Club was located in a small suburb of Milwaukee, Wisconsin.
Design the focus group study and develop the interviewer's guide In early January 1987, Barbra Lott, vice president of marketing for Parkside Corporation, a leading manufacturer in the recreational
7 What guidelines should an interviewer be given regarding the asking of questions?
6 How can the interviewer contribute to measurement error?
5 What is nonresponse error?
4 What are the main sources of error in field operations?
3 Evaluate the use of the telephone interview in field operations.
2 What are the problems peculiar to the use of the personal interview in field operations?
1 What four areas are important in the planning of field operations!
What general guidelines should one utilize in designing the wording of a question?
Under what conditions would dichotomous questions be inappropriate?
What guidelines govern the design of responses to multiple-choice questions?
List the advantages and disadvantages associated with multiple-choice questions.
What are the advantages and disadvantages of open-ended questions?
What approaches are available for dealing with the bias resulting from a respondent's un- willingness to respond accurately?
Why may a respondent be unwilling to respond accurately to a given question?
How can a researcher overcome the problems associated with collecting data about unim- portant or infrequent events?
How does the respondent affect the content of the questions?
What criterion governs the inclusion of questions in the questionnaire?
What decisions precede the questionnaire design stage?
What are the typical components of a questionnaire?
What role does the questionnaire play in the research project?
What major mechanical devices are employed in observation techniques in marketing?
Discuss the classification of observational techniques.
What are the advantages and disadvantages of observation methods?
Identify the techniques used for estimating nonresponse error when communication media are used.
List the communication media commonly used in respondent data collection; what criteria are used to select among them?
What unstructured, indirect techniques are most often used in marketing
How does the depth interview differ from the focus group method?

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