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essentials of marketing

Questions and Answers of Essentials Of Marketing

Define Visual analogy
1.8 Will Artificial Intelligence ever be able to undertake creative problem solving? Discuss.
1.7 How might visualisation lead to creative insights?
1.6 How might AI and Big Data be harnessed to aid creative thinking and problem solving?
1.5 Suggest how you might use Facebook and Twitter to get insights you may want into a pressing problem.
1.4 Do you think crowdsourcing is a good idea? Why, or why not?
1.2 Design a creative problem solving programme which you think could help people to deal with different kinds of open-ended problem.
3 When might storytelling be most appropriately used in creative problem solving?
1 A firm is having problems in recruiting new managers to join its ranks.Discuss how the use of free association might lead to ideas on how to get to grips with this problem.
7 How does the Six Thinking Hats approach assist in the process of creative problem solving?
5 Brainstorming generates many useless ideas. To what extent would you agree with this statement? Explain.
7 Using a management problem of your choice show how you might use the following methods to help with defining the problem:a)goal orientation b)boundary examination c)progressive abstractions
4 A civil engineering project involves constructing a road through a crocodile-infested swamp. Experience to date shows that the crocodiles present a considerable hazard to human life and threaten
4 IWWM we invite only people for whom the meetings are highly relevant?a) keep a detailed list of people’s interests and update regularly on the network
3 IWWM we schedule meetings at the most convenient times for people?a) use diary facilities on email to find times when people have other recorded commitmentsb) invite only people for whom the
2 IWWM we improve meetings?a)have at the most convenient times b)circulate agendas well in advance c)have better-structured meetings
1 How to improve meetings?
5 Evaluate the suitability of the analogy used in the problem in Exhibit 2. Can you think of another analogy?
4 Indicate the main difficulties that might be encountered when using analogies. How can you be sure that you have found a suitable analogy to use with a problem?
3 How is paradigm shift related to the kind of problem solving techniques that might best be employed on a problem?
2 A six- and nine-step model is proposed for the creative problem solving process. When would the nine-step process be most appropriate?
1 It might be suggested that Wallas’s model of the creative process can be related to the steps in the creative problem solving process. To what extent would you agree or disagree with this?
5 Some key problem solving skills are indicated in the text. Can you add any other skills to the list?
4 Many organisations and their managers are backward looking. .Assess the impact that this kind of thinking will have on creative thinking and problem solving in an organisation.
7 In what ways is using creative problem solving methods different when working on one’s own and when being conducted with teams?
5 Simonton (2017) points out that there is no dearth of alternative definitions of creativity. Why should this be the case?
4 Explain the relevance of scripts, deltacts, and MOPs to how memory is stored and retrieved from memory.
3 How would you explain the essence of the cognitive theory of creativity?
Overall, how well did the team do with the presentation?
Now compare the presentation (second PowerPoint) to the full PowerPoint. Do you agree or disagree with the slides that were not included? Why? Are there slides in the final presentation that should
Evaluate the “Chapter 14 Lakeside Grill Presentation” PowerPoint that was used for the formal presentation to the owner of Lakeside Grill. What is your evaluation of the conclusions, insights,
Examine the conclusions, insights, and recommendations. Do these fit the findings?Do you see any additions, deletions, or modifications that should be made? Justify your thoughts.
Now review the full PowerPoint presentation in terms of the factors presented in Figure 14.8, how to make a presentation come alive. How well did the team do?
Review the full PowerPoint presentation in terms of factors that are commonly associated with poor and ineffective PowerPoint presentations (see Figure 14.7). How well did the students avoid these
Based on the findings from the SPSS analysis, what recommendations would you make to the owner of Lakeside Grill?
Access the “Significant and Interesting Findings” for the Lakeside Grill analyses. For each of the following sections, evaluate the work of the team. The output file’s name is given in the
Evaluate the work Alexa did on the original data set in terms of coding the three openended questions and the creation of the new variables.
Open the “Chapter 12 Lakeside Descriptive Graphs” file. Examine each graph. Is it clear, understandable, and properly labeled? What are some of the problems that can occur when graphing in SPSS?
Open the output file titled “Chapter 12 Lakeside Descriptive Output.” Compare the output file to the questionnaire. Did the team run the correct descriptive statistics? If not, what descriptive
Critique the final questionnaire. Look carefully at the responses to Questions 2, 4, and 5 in the SPSS data file. Evaluate how these open-ended questions were coded.
Critique the four methods the team used to collect the data. Should they have identified the source (data collection method) of each response? Why or why not?
Evaluate the total questionnaire. What changes would you make in the questionnaire? Why?
What do you think about Questions 7 through 10 about Fisherman’s Paradise and its impact on Lakeside Grill? Are these good questions? Why or why not?
Do you agree with Alexa that the SERVQUAL instrument should have been used in place of Question 6? Why or why not?
What do you think about Questions 2, 4, and 5? Would you agree with the team or with Brooke?
Using Figure 11.10, classify each question. Do you think the team used the best question type, or could a different category of questions be used that would provide better data?
Match each survey question with its appropriate survey objective. What is your evaluation of the questionnaire in terms of meeting the survey objectives?
Evaluate the survey objectives. Are each of the research objectives covered adequately by survey objectives? Are there any survey objectives that are not clear? Are there any survey objectives that
Review the research questions. Do they appear to be adequate for this study?
What are the advantages and disadvantages of using these scales on the group’s survey of Lakeside Grill versus the students creating their own questions?
How would you evaluate the Cronbach’s alpha scores for each of the three scales? Would you agree with the final decision to drop the question about convenient hours? Why or why not?
Was the decision to use students to pretest the questions dealing with service quality a good decision? Why or why not?
Do you agree with Zach’s statement about validity—“We don’t have the experience and knowledge to do construct validity, and we are not trying to predict anything, so that method is out.
Discuss each of the methods of assessing validity as it relates to the Lakeside Grill project.
Which method do you think is the best for assessing reliability for the Lakeside Grill project: test-retest or internal consistency using Cronbach’s alpha? Why?
Discuss each of the methods of assessing reliability as it relates to the Lakeside Grill project.
Is the 4-point scale optimal for this research project, or should it be a 7-point scale? Why or why not? What other options does the team have in terms of number of points in the scale?
As they are written now, are the restaurant evaluation measures (Figure 9.23) truly an interval scale? Why or why not?
Discuss Question 4 of the patronage measures (Figure 9.22). Should it be included? Why or why not? Should it be modified or a different question asked? Why?
Should a question about distance from Lakeside Grill be added to the demographics?Why or why not?
Zach had argued instead of using a scale for age the group should just ask respondents their age. By so doing, the students could obtain ratio data instead of ordinal data. Is this a good idea? Why
Evaluate the demographic, patronage, and restaurant evaluation measures in terms of types of scales. Has the group used the best scales? Why or why not? What changes would you suggest? Why?
Is this enough? Is this realistic?
The group decided on a sample size of
Go through each method of sampling and discuss its feasibility for the research project with Lakeside Grill.
What other methods of sampling could the group use? What would be the pros and cons?
What is your evaluation of the four-prong approach? Is it a convenience sample? Justify your answer.
Is the sampling frame defined properly? Why or why not?
Do you agree with the group’s definition of the target population? Why or why not?
Do you have any other suggestions in terms of experiments or different ways of designing the ones suggested? Elaborate.
Which experimental design would you recommend? Why?
For the third experiment, the new male/female staff ratio, what extraneous variables would be of concern? What can be done to control for each of the extraneous variables?
For the second experiment, the three new appetizers, what extraneous variables would be of concern? What can be done to control for each of the extraneous variables?
For the free bread experiment, which observation variable is the best, sales or future purchase intentions? Why?
For the free bread experiment, what extraneous variables would be of concern? What can be done to control for each of the extraneous variables?
Is Zach’s statement correct that “comparing males and females is not a one-shot static group design”?
Evaluate the three experimental design suggestions. Do they fit the criteria for preexperimental designs?
Instead of an intercept approach, what other survey method could the team have used?How would it compare to the intercept approach that was used in terms of systematic error? What about the survey
What types of systematic errors would be a concern with the intercept approach used by the students?
Brooke made the statement that by having respondents complete the survey themselves,“it completely eliminates any interviewer error.” Do you agree or disagree with this statement?Why?
Consider Brooke’s statement “We thought people would be more honest if they wrote down their answers themselves instead of giving them to us.” Do you agree or disagree? Why?
Do you agree or disagree with Zach’s statement that “nonresponse bias would have been lower with a telephone survey” than the intercept approach that was used? Why?
What about Zach’s statement that “people tend to be more honest on the phone than in person”? Do you agree or disagree? Why?
How would you evaluate the approach the student team used? Do you think it was the best survey approach? Why or why not?
Critique the observation form. What suggestions would you make?
What about using mystery shoppers? What would have been the pros and cons? How would the students obtain mystery shoppers since they had an extremely small budget for the research project?
Although the group obtained some good observation data, the students do not know anything about the customers and whether they were satisfied. Brooke had suggested waiting for customers to finish the
Do you think it is likely the waitstaff figured out they were being observed anyway? Why or why not? How could the group use human observation and be sure that their observation did not change the
Consider Zach’s comment, “we got a copy of Mr. Zito’s financial report and would pretend to be working on tabulating it. We thought if the waitstaff knew we were observing that it would alter
For this study, do you think the dimensions of the human observation were the best choice?Why or why not? Explain.
What are the pros and cons of conducting the sentence completion exercise online?
Evaluate Juan’s decision to contact the 28 remaining individuals from the Chamber of Commerce via an e-mail request for the sentence completion exercise.
Evaluate the sentence completion exercise the group designed. Which statements should the group eliminate? Why? What additional statements should be added? Should the order in which these statements
Should the same questions be used for the focus group as for the in-depth interviews?Why or why not?
From the 42 replies, 7 had never eaten at Lakeside Grill. Should these be eliminated from the pool of potential focus group participants? Why or why not?
Is selecting participants randomly the best process, or should some type of approach be used to ensure gender, age, income, and ethnic diversity?
Critique the process the group used to obtain focus group participants—what did the students do well, and what did they do poorly? How could it be improved?
Evaluate the list of questions and the sequence in which they are used for the focus group.What changes would you suggest? Does the list allow for a free flow of information?
Overall, how would you evaluate the effort of this group in locating secondary data for their Lakeside Grill project?
How useful is the blog information? Can blogs provide good secondary data? What is the best way to locate a blog that would be useful to the team?

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