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essentials of marketing

Questions and Answers of Essentials Of Marketing

Suppose a brewery was considering introducing a new packaging alternative—plastic bottles. Would experimentation designed to test consumers’ preference of packaging materials be the first step
A manufacturer of plug-in air fresheners is curious to learn whether consumers rely more on brand name or the scent of the air freshener when making their purchase decision. Design an experiment to
Suppose Procter & Gamble is interested in updating the package design for one of its laundry detergents.Design an experiment to help with this task, clearly identifying the dependent variable(s), the
A researcher has designed an experiment in which three groups of subjects are first surveyed regarding their attitudes toward various brands of snack food in general, and potato chips in
A researcher was trying to determine the impact that placing a product in a movie has on brand attitudes. In the pretest (O1) and posttest (O2) measurement process, a single question is used to
Knowing that you are a college student majoring in marketing at the local university, your supervisor at the local pizza parlor has asked for your input regarding a research study. She wants to
Suppose your supervisor is interested in determining whether or not a sweepstakes program should be used to promote your brand. Identify potential independent variables, dependent variables, and
A consumer goods manufacturer recently conducted an experiment in which coupon formats were tested in different variations, classified as “high,” “moderate,” or “low” value. The face
Create a table in which the method of data collection is listed at the head of each column. List a different type of systematic error at the beginning of each row. For each data collection method and
A university researcher is using mail surveys to study the type of business-to-business marketing techniques employed by firms within a variety of industries. What types of systematic error are to be
A national music store chain has chosen an online survey methodology to collect data regarding attitudes toward purchasing music online compared to purchasing it in the store. The chain also wants to
The state congressman for your area has chosen to survey constituents via telephone to better understand their views toward higher education funding. What types of systematic error are to be expected
A fast-food franchise with multiple restaurant locations throughout the designated market area has chosen the mall intercept approach to collect data. What types of systematic error are to be
Suppose a bank is considering surveying its customers to determine their awareness of a new service that was recently introduced. Compare and contrast the pros and cons of surveying via cell phones
The purpose of the survey is to determine how satisfied attendees are with the park, in terms of parking, food service, and other amenities. Is this an effective method of data collection? Why or why
A minor league baseball team has developed a questionnaire that will be administered to people who attend the game scheduled on July
A local heating and air-conditioning (AC) firm that traditionally targeted the construction trade needs to look for other revenue sources, as the faltering economy has led to a sharp decline in new
Identify the type of error found in each of the following scenarios and discuss what actions could be taken to minimize future errors of this type:a. An interviewer frowns and blinks her eyes rapidly
Design a mystery shopper observation form to evaluate facility and signage aspects of a retail store environment. Do not include observations related to employees, such as customer service
LeapFrog, a manufacturer of educational toys, is interested in seeing how 5- to 8-year-old children react to and play with several new toy prototypes. What type of observation research technique
A consumer goods manufacturer is interested in learning more about meal preparation in the homes of dual-career couples. Specific topics to be investigated include factors influencing the choice and
Visit www.google.com/analytics. What type of measurement tools are available through Google Analytics? How could a florist located in Arkansas, who sells in the retail store, over the phone, and
While Twitter is commonly used to build relationships with business clients, it can also be used as a research tool to track conversations about brands, companies, ads, and celebrity endorsers in
Del Monte has commissioned an observation research study for the purpose of better understanding the actions undertaken by consumers when buying canned fruit. Explain how you would implement the
Access Vision Critical at www.visioncritical.com. Under “Vision Critical University,” locate two areas that look interesting. Read the material found and watch any videos that are posted. Write a
Why are diary methods of recording radio listening behavior less accurate than information collected via the Portable People Meter? Explain.
Access the Nielsen website at http://en-us.nielsen.com. Under the “Measurement” tab, access information about one of the items listed other than television. Summarize the information that is
Access the Nielsen website at http://en-us.nielsen.com. Under the “Measurement” tab, access the information about television measurement. Summarize the information that is presented. Would you be
Suppose you have been assigned the task of determining which brands are perceived as being trendy and “in” (e.g., “cool”) by teenagers. Could a photo sort exercise be used for this purpose?
Conduct a 30-minute in-depth interview on the topic of your choice. Submit a copy of your questions and probes, as well as a summary of your results.
Using the following series of questions and probes, conduct a mini–focus group with four or five people who are not enrolled in your marketing research course. Summarize your findings.a. Describe a
Using the following series of questions and probes, interview three people who are not enrolled in your marketing research class. Summarize your findings.a. Describe a typical morning from the time
Develop a series of 10 sentence completion exercises, for the purpose of investigating college students’attitudes toward and usage of credit cards. Administer your sentence completion exercises to
Develop a series of 10 sentence completion exercises, for the purpose of investigating college students’attitudes toward and usage of various social media, as well as businesses’ use of social
Develop a set of stimulus (test) words and neutral words for a client, such as Chick-fil-A restaurant.Your list should contain a minimum of five stimulus words. Administer your word association test
A snack food company that markets various types and flavors of chips is interested in better understanding consumer attitudes toward snack foods, including how and when snack foods are consumed, and
Visit www.decisionanalyst.com and review the information related to Time-ExtendedTM Online Discussion Forums, which should be found within the qualitative research section of the research services
You have been asked to investigate college students’ attitudes toward and usage of various social media, as well as their thoughts about the use of social media for marketing purposes. What type of
Pick one of the following topics or products. Conduct secondary research. Locate at least three articles from your library’s bibliographic digital database, three articles or sites on the Internet
Pick one of the following topics and conduct secondary research using one or more of the bibliographic digital databases available at your school’s library. Find at least four articles that provide
Visit http://www.trendwatching.com/ and select the current “Trend Briefing.” Prepare a one-page report on the nature of the trend, and its impact for brand marketing.
Visit http://www.nielsen.com/us/en.html and mouse over the “News and Insights” tab on the home page. Select one of the subtopics from the dropdown menu. Find a topic that interests you, and
Locate the “Google Analytics” page on the Google website. Take the “Product Tour” or follow appropriate links to learn more about this service. Report on what you learned. Under what
Using your preferred search engine, locate the blog search function. Pick some type of marketing topic. Search the web for blogs on that topic. Critically evaluate at least three blogs, applying the
Visit Google.com and locate the “Google Scholar.” Access this specialized search engine, and use it to research a topic of your choice. Conduct the same search using the same key words in the
Consider your university. What specific forms of internal secondary data are likely to be available?As you formulate your answer, think about the types of information that might be tracked related to
Visit the U.S. Census website at www.census.gov to investigate the profile of your zip code. Report on the gender, age, race, and income characteristics of your zip code. Compare the index numbers of
Suppose that the U.S. census revealed the following data about the racial profile of a zip code in North Carolina. Compute the index numbers for each line of data by comparing the zip code % to the
A mystery shopper visits a Chick-fil-A restaurant and places an order for a sandwich at the counter.After leaving the restaurant, the mystery shopper submits a report that lists the following
Requests for proposal (also called invitations to bid) are commonly listed on the website of the issuing firm and sent directly to research entities the firm hopes will submit a bid. Using the search
Review the American Marketing Association’s Statement of Ethics found at http://www.marketingpower.com. Do any of the items discussed in this document apply specifically to marketing research?Can
A veterinarian has commissioned a research study to investigate whether or not selling specialty dog food, cat food, and other pet products at her clinic would be profitable for business. You have
Critique the following research hypotheses. What is wrong with each one? Rewrite each to address the problems noted following the principles outlined in this chapter. Write both a null and an
Is it ethical for churches, charities, governmental organizations, or other not-for-profit organizations to request pro bono or discounted rates in their RFP? Why or why not?
Visit http://www.harrisinteractive.com and locate past research studies. Select a recent time frame and choose either the “Marketplace” or “Social and Lifestyle Issues” category. Review the
Interview five individuals of different ages ranging from young teenagers to a senior. Ask them about their use of social media, cell phones, and smartphones. Write a short report contrasting the
Are you a Facebook fan of one or more brands? If so, which ones? Why did you join? If you have stopped being a fan of a brand, which of the reasons shown in Figure 1.1 explain why? Did any other
Do you use Twitter? Why do you use it? If so, how has it impacted your life? Have you ever used Twitter to communicate with a company or brand? What happened as a result? If you have not used
Have social media and smartphones changed culture? Explain. Have they changed the way humans communicate with each other? Explain.
Give an example of how a health club, fashion retailer, or manufacturer of fishing boats might conduct four separate studies that exemplify each of the types of research: exploratory, descriptive,
A student bookstore conducted a series of group interviews with several groups of students in order to try to understand why textbook sales were declining, despite the fact that enrollment had
Find an article in each of the following journals: Services Marketing Quarterly, Journal of Services Marketing, Business Communication Quarterly, Journal of Health Care Marketing, and Journal of
A research study investigated the factors that influence and determine a firm’s reputation. The study included 150 firms from a variety of industries, and several factors that influence or
Interview a professor at your school other than your instructor. Ask the professor about the types of research he or she conducts. Is it applied or basic research? Show the individual the diagram in
Think about the place where you currently work, or a place you have worked in the past. Describe how marketing research could be used to gather information that would be beneficial to the business or
What impact do you think social media and smartphones and other forms of emerging technology will have on the way companies conduct marketing research in the future?
Have you ever participated in a marketing research study? If so, describe how the research was conducted.Was the study exploratory, descriptive, diagnostic, or predictive in nature? Justify your
Explain how to use graphs and charts effectively.
Discuss the use of oral presentations in marketing research reporting.
Explain the four principles of an executive-ready report.
Describe the various components of a marketing research report.
Identify the goals of preparing marketing research reports and presentations.
Demonstrate an understanding of regression analysis.
Identify and describe the various tests for differences in means.
Explain how the chi-square test is used.
Understand the misuses of statistical significance and how statistically significant results may differ from those with practical importance.
Identify and explain the steps in hypothesis testing.
Discuss the principles involved in creating good graphs.
Explain the descriptive statistics that should be used with each type of scale.
Describe the various ways of tabulating data.
Discuss the advantages of precoding questionnaires.
Describe the processes of data entry and data cleaning.
Discuss the processes of validating and coding data.
Identify the steps in the data preparation process.
Discuss the steps in evaluating a questionnaire.
Describe the negative consequences of long questionnaires and the benefit of using a split-questionnaire design.
Identify and explain the contents of each section of a questionnaire.
Discuss the issues relating to the phrasing of questions.
Identify and describe the categories of questions used in questionnaires.
Elaborate on the three different types of closed-ended questions.
Discuss the two primary question formats that can be used in questionnaire design.
Outline the questionnaire design process.
Explain ways researchers can ensure the reliability and validity of scales.
Discuss the considerations involved in selecting marketing scales.
Identify and describe scales that can be either comparative or noncomparative.
Identify and describe the various noncomparative scales.
Identify and describe the various comparative scales.
Explain the concept of using scales for attitude measurement.
Discuss the concept of attitude measurement.
Elaborate on methods of evaluating validity.

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