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business
essentials of marketing

Questions and Answers of Essentials Of Marketing

In addition to the two articles found on EBSCO, what other topics might be of interest?Generate a list of key terms that the group could use to search for additional articles.
What can the group learn from the census data of the zip code where the restaurant is located? Is the one zip code enough? Why or why not?
How useful will the trend information from the Restaurant, Food & Beverage Market Research Handbook be to the group?
How useful are comment cards? Who tends to respond to comment cards? How can the group use this information?
Evaluate the types of internal data obtained by the team. What other data would the owner of Lakeside Grill be likely to have in his database that could be useful for this research project?
What ethical issues could arise with the AMA student team conducting this research project? What steps should the students and faculty advisor take to ensure no unethical behaviors occur?
Would you agree with Juan’s statement that “we really don’t need to conduct any exploratory research because Mr. Zito [owner of Lakeside Grill] has provided us with information?”Why or why
Would you agree with Juan’s statement that the best approach is descriptive research and quantitative data? Why or why not?
Are the research questions appropriate for the research purpose you wrote in response to Question 2, or do they need to be rewritten also? If the latter, please rewrite the research questions to
Based on information provided in this chapter, improve and rewrite the research purpose statement for the student group.
Evaluate the research purpose. Is it clear? Should “determine why sales are declining” be part of the research purpose, or is it a symptom? What about “changes in the marketing mix?” Is this
Is it fair to the local marketing research firms for a business to use a student team to conduct research rather than hiring the marketing research firm? Justify your answer.
If you were part of a student team conducting research for a local business or nonprofit, what type of business or nonprofit organization would provide the best learning experience?Why?
How much guidance or direction should a faculty member or an instructor of the course provide for the student team? Explain.
What could a local business realistically expect from a student team conducting a research project?
How important is it for students to conduct a real-world project while taking a course in marketing research? What are the pros and cons of doing this?
Would you recommend including all of these charts in the final report?Why or why not?
Create a clustered bar chart to display the cross-tabulations between Questions 3 and 5, Questions 3 and 6, and Question 3 and
Devise a table, chart, or graph to display the results to Question 4 of the questionnaire. Justify your choice for presenting the data in this fashion.
Review the independent t-test results for Question 2 of the survey. Create one or more charts or graphs to display the results of these tests. Should your charts be limited to displaying only those
Create a pie chart, a bar chart, and a stacked bar chart for Question 1 and for Question 3 of the questionnaire. Which chart would you recommend using to display the answers to each question, and why?
Assume you have been tasked with creating the visuals for a PowerPoint presentation related to this study. As part of the planning process, your manager has requested that you create a table listing
A Nielsen research study found that 60% of social media users generate product or service ratings/reviews online. Only 5% and 7% of those who engaged in online reviewing rated baby care, or toys,
Compare and contrast the nature of findings, conclusions, insights, and recommendations in your own words. In what ways are they related? How do they differ? Use an example to illustrate your
In reporting the nature of the sample, should the percent of individuals who failed to pass the screening criteria be mentioned in the report? Why or why not?
Critique the line chart shown in Figure 14.21. What problems need to be addressed? Is any information missing that would aid in interpretation? Explain.
Critique the stacked area chart shown in Figure 14.20. What problems need to be addressed? Is any information missing that would aid in interpretation? Explain.
Critique the pie chart shown in Figure 14.19. What problems need to be addressed? Is any information missing that would aid in interpretation? Explain.
Critique the bar chart shown in Figure 14.18. What problems need to be addressed? Is any information missing that would aid in interpretation? Explain.
Your friend believes that the average price paid for a single NBA ticket is $95 a game (Question 8).Run the appropriate statistical test, explain your conclusion, and interpret the finding. What is
Does the number of professional basketball games attended vary by income (Question 2)? State the null hypothesis, run the appropriate test, explain your conclusion, and interpret the finding.
Do people spend as much money on other expenses associated with attending an NBA game (parking, food, merchandise, etc.) as they do on the price of the ticket itself (Questions 8 and 10)? State the
Do males and females hold similar attitudes toward the statements assessed in Question 3 of the survey? State the null hypothesis, perform the appropriate statistical test, explain your conclusions,
Is gender associated with playing intramural basketball (Question 5)? Is gender associated with playing basketball in high school (Question 4)? Run the appropriate analyses, state your conclusion,
Women who live in the South participate more frequently in hunting and fishing activities than do women in other parts of the country, and thus represent a market of interest to sporting goods
Exit surveys from the previous year indicated that visitors to a theme park spent, on average, $217 on food, mementos, and merchandise per family during their stay. The theme park’s general manager
A local credit union is interested in creating a Visa card product that would appeal to graduating college seniors. A marketing research class conducted a study of 72 graduating seniors in which
Suppose Nike commissioned a study to better understand factors that influence men and women when purchasing sneakers, as the firm believes different factors are important to each gender.The results
A study was conducted to assess undergraduate college students’ attitudes toward the student bookstore. Since many students attend a local junior college before transferring to the university, the
In speaking with a friend, Lauren, you learn that she is performing community service by analyzing the attitude data collected on behalf of a not-for-profit organization. Lauren tells you, “I’m
A retailer is interested in investigating whether doubling the value of manufacturer coupons will(a) increase the number of shoppers and (b) increase store profits. “Doubling” means that the
Critique the following null and alternative hypotheses. If not appropriate, rewrite them using acceptable language.H0: No differences will be found on the basis of income.HA: Higher incomes will be
Which of the variables in the data set would be good candidates for pie charts? Why? Which would be better represented by some type of bar/column chart? Why? Are any variables in this data set
Create a chart or graph that accurately displays a cross-tabulation of “Q6WhyJoin” by “Q7Gender.”Comment on the results. What other variables might make good candidates for
Which need to be recoded so that the more positive attitudes are represented by higher numbers? Recode these into new variables. Be sure to keep the old variables. When you are finished, run
Examine the items in Question
Question 6 of the survey asks individuals why they joined a health club. Code the open-ended responses into categories. Justify why you chose the categories that you did. For each category, create a
Variables “4aCSRunning” through “4aCSSwimming” represent the results of a constant sum scale.Validate the data by creating a new variable that sums the constant sum variables. Run a frequency
Except for the first variable “IDNO” (the survey number corresponding to each respondent), run frequencies for each of the variables contained in the data file. Create a table based on this
Review the survey questions that accompany the data file, and think about whether they represent nominal-, ordinal-, interval-, or ratio-level data. Open the SPSS data file, and look at the column
Our employees are not motivated to sell our services to potential customers.The following questions require you to access the textbook’s website at www.sagepub.com/clowess. The SPSS data file is
We do not give enough attention to attracting new clients.
Formal strategies are in place to attract new clients.
Suppose you developed a Likert scale to assess the degree to which attracting new customers was given priority in the marketing plan. Which of the following items need to be reversed so that more
Identify whether the data below are nominal, ordinal, interval, or ratio data. What type of chart or graph would you recommend to present the results of this table? Should data from other brands be
An open-ended question asked, “What is your favorite thing about football?” Critique the phrasing of the question, create a list of possible response categories, and code the following responses
In validating a mall intercept survey, a field supervisor asked a recent interviewee what she answered when asked, “What is the one thing you dislike most about Fashion Lu’s retail store?” The
Describe a specific research study in which a split-questionnaire design might be appropriate. What types of questions would compose the core component of the survey? How many subcomponents would you
A 50-item survey regarding attitudes toward used cars, salespersons, and dealerships will be conducted online. Compose (1) a survey invitation and (2) instructions that will appear at the beginning
Critique the following questions and response options:How much do you normally pay for milk?____ $3.00–$3.50 ____ $3.50–$3.99 ____ $4.00–$4.50 ____ More than $4.50 Please indicate your level of
Suppose you were tasked with developing separate questionnaires targeting (1) individuals who have immigrated to the United States from Mexico in the past 90 days, (2) welfare recipients, and(3)
Itemized rating questions, paired comparisons, and rank-order questions are the most common methods of determining preference. Create survey questions of each type in the context of fast-food
Write at least three complete questions for an online survey that will help to obtain the necessary information.
Select one of the survey objectives developed in response to Question
For each of the following, identify the type of closed-ended question being asked and the question category each represents.a. In the last week, have you visited a hair salon or barber? ____ Yes ____
The use of open-ended questions in quantitative research studies is appropriate only in certain circumstances. Explain.
Your client believes that attitudes toward the firm’s brand should be assessed using a semantic differential or a Stapel scale. How will the scale chosen impact the choice of data collection
Suppose that a key research objective is “to understand how different consumer segments use and share social media content.” Create a minimum of three survey objectives for this research
Given the relative advantages and disadvantages associated with providing a “don’t know” response option, would you recommend its inclusion in a question that asks people who live within a
Create a Likert scale or an itemized rating scale to determine student attitudes toward the university bookstore. Defend the scale category choices you made in terms of number of categories, balanced
If a key research objective sought to develop brand image profiles for a local bank and a key competitor, what type of scale should be used? Why? Create a multi-item scale that measures a bank’s
A sample of 200 individuals completed a series of paired comparison statements to assess preference for four national fast-food chain restaurants specializing in hamburgers. Interpret the results
You have been asked to develop a scale that assesses the relative importance of factors that influence the purchase of a smartphone. Begin by listing the product attributes or other factors that you
Using examples other than those described in the text, identify two specific research scenarios in which a Q-sort could be used. Explain what objects would be sorted and what labels would be assigned
Compare and contrast rank-order scales with itemized rating scales. What are the advantages and disadvantages of each type of scale relative to one another?
Critique the following scale in terms of the characteristics of a good scale that were discussed in the chapter. Make certain that you evaluate both the scale item and its response categories. Is a
Using the five attitude constructs you developed in response to Question 1, identify whether each attitude would likely be unidimensional or multidimensional. If multidimensional, what dimensions
Suppose you worked for a firm that sold products to other businesses over the Internet as well as through an external sales force. What types of attitudes might be important to assess if you surveyed
A friend of yours has just completed a one-group pretest-posttest experiment. (Refer back to Chapter 7 if you need to refresh your memory on the types of experimental designs.) He told you that he
A researcher has attempted to create a measurement instrument capable of assessing college students’attitudes toward 100% online classes. Review the following items, and determine if they have face
You have been asked to develop a measurement instrument capable of assessing people’s attitudes toward Betty Crocker cake mixes. Construct a multi-item measure that has face validity. Justify why
In reading the executive summary of a research report, you note that the researcher concluded that men are twice as likely to watch sports on television as are women. With respect to sports
Refer back to the measurement instrument you developed in Question 5.a) Critique each question. Was the type of data collected optimal, or would it have been better to collect information using a
Suppose a pet store is interested in surveying its customers and learning more about customers’ pet ownership, attitudes toward various types of pets and pet products, basic demographic
Identify the type of scale shown below. Justify your answer. What type of analyses could be performed with these data?Please rate your university’s financial aid office on the following items using
Identify the type of scale shown below. Then critique the scale in terms of whether or not the response options are mutually exclusive and categorically exhaustive. Be specific in pointing out any
Identify the type of scale shown below. Then critique the scale in terms of whether or not the response options are mutually exclusive and categorically exhaustive. Be specific in pointing out any
Your firm is conducting a study in which the key dependent variable is annual sales. The firm plans to compare sales among different types of customers with whom the firm does business. What type of
Go to your university’s website and locate the page or document that describes the population characteristics of the student body. This information may be listed in a document titled “Fact
A trade association with 3,500 members needs to know how many members should be sent e-mail invitations to participate in a study. The variability of the population is unknown, and the trade
Suppose a researcher wanted to know the sample size needed at the 99% confidence level for a pharmaceutical drug study in which the variability of the population is unknown and the acceptable margin
Calculate the skip interval to be used in a systematic random sample if the population size is 5,000 and a sample of 350 individuals is required to provide the desired confidence level and margin of
Describe the differences between systematic samples, cluster samples, and stratified samples. Give examples of each that differ from those described in the textbook.
You have been asked to conduct a study of students who attend your university. Unfortunately, you are restricted to using one of the nonprobability sampling techniques discussed in this chapter.
Identify the type of sampling technique used in the following studies:a. A telephone surveyor calls people listed in the phone book in alphabetical order. The survey is administered to the first 100
Under what circumstances would a stratified sample be preferable to a random sample? Explain.List one or more products or services where stratification would be especially helpful. Why do you feel
Your employer would like to sample people who participate in fishing activities on a regular basis.Define the population characteristics in greater detail. Assume that you have been tasked with
Topol is a whitening toothpaste that is known for its ability to clean tough stains while controlling tartar and fighting plaque. Suppose the manufacturers of Topol were interested in surveying both
Suppose that the mass merchandiser Target wanted to test a digital point-of-purchase display. How should Target choose the stores to be part of the test market? What type of experimental design would
As a student worker in the marketing department, one of your professors has assigned you the task of randomly assigning members of a sample to either the control group or one of two treatment

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