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Marketing Research 11th edition David A. Aaker, V. Kumar, Robert Leone, George S. Day - Solutions
In what ways do exploratory, descriptive, and causal research designs differ? How will these differences influence the relative importance of each research approach at each phase of the marketing program development process described in Chapter 1?
What alternative research approaches should Herb Ellis consider for the HMO study? What are the strengths and weaknesses of the possible approaches?
A manufacturer of hand tools uses industrial supply houses to reach its major markets. The company is considering a new, automatic inventory-control procedure. How would you proceed with an exploratory study in advance of a larger study of the dealers' reactions to this new procedure?
What problems can you foresee in a test of the hypothesis that federal food stamps issued to low-income individuals are being used to supplement food budgets rather than replace former spending on food?
The problem of a large Canadian satellite TV company was described in Chapter 3. A number of hypotheses were offered by management to account for the poor penetration in several areas comprising 15 percent of the population of the total service area. If you were the researcher assigned to study
Smith Computers, Inc., a U.S.-based manufacturer of personal computers, has developed a microcomputer using the Pentium microchip technology, but at a fraction of the cost of its competitors. The company has an in-house marketing research department, and a study has been ordered to assist in
What possible problems might be encountered by a domestic research company in conducting an international research study?
a. How is a cost-benefit analysis useful to the management in deciding whether or not to conduct a marketing research study? b. What are the two approaches to budgeting for a market research project? c. For what situation is each approach most suitable?
You are opening a new retail store that will sell personal computers and software. What secondary data are available in your area to help you decide where to locate the store? Would the same data be relevant to someone opening a convenience copying center?
A large chain of building supply yards was aiming to grow at a rate of three new yards per year. From past experience, this meant carefully reviewing as many as 20 or 30 possible locations. You have been assigned the task of making this process more systematic. The first step is to specify the
Obtain data on beer consumption in your state or province for the latest available year. Calculate the per-capita consumption for this area and compare it to that for the country as a whole. What accounts for the difference?
Educational Edge, a small company with limited resources, is interested in segmenting potential markets for its erasable transparencies. a. Which type of data would be best suited to obtain the required information? b. What are the possible sources of information to aid in the segmentation
Howard Enterprises, a small family-owned manufacturer of unique lamps, has begun to receive unsolicited inquiries about its product from foreign countries. The company has been operating exclusively in the domestic environment, but these inquiries have become numerous enough to suggest that a
From secondary data sources, obtain sales for an entire industry and the sales of the major firms in that industry for any year. Compute the market shares of each major firm. Using another source, obtain information on the market shares of these same firms. Are there differences? If so, why?
Which of these two, a product audit (such as the Audits and Surveys National Market Audit) or a store audit (such as the Nielsen Retail Index), would be more suitable for the following products: (a) peanut butter; (b) cameras; (c) engine oil additives; (d) chewing gum? Why?
The manager of a supermarket in Hoboken, New Jersey, has two local newspapers competing for weekly ads. The salesperson for newspaper A claims that although A's rates are significantly higher than newspaper B's, paper A has the best circulation in the market. Also, readership studies show that area
What combination of standardized services would you use to monitor the effects on your existing cereal brands when a new cereal brand is being introduced? Why? Would you use the different services to monitor trial and repeat purchases of the new cereal product in a test market?
The sales and market shares for the same brand in the same period are often different when they are measured by a scanner audit rather than a consumer panel. How would you account for the differences? What would you do about them?
Campbell Soup used BehaviorScan data to discover that viewers of two daytime serials had very good appetites. Search for Tomorrow viewers bought 27 percent more spaghetti sauce than average, but 22 percent less V8 vegetable juice. Viewers of All My Children bought 10 percent less spaghetti sauce
Wash O'Well, a leading detergent company in Canada, is unable to explain the reason why its new zeolite-based detergent has not captured the anticipated market share since its launch in Minneapolis, Minnesota, in 1992. The company has decided to focus on point-of-sale activities: for example, which
a. What are the two types of consumer panels used for gathering marketing research data? b. Which type of panel is most frequently used in the United States? c. What are the advantages and disadvantages of using a consumer panel?
John Smith has to make an unscheduled trip this coming weekend to New York from his home town, Houston. He searched on the Internet for the lowest-price offering and bought his ticket. Demonstrate the search process that John used to get his ticket.
Assume that your family is interested in visiting the NASA Space Center in Houston. They would like to gather more facts about the place before they embark on a trip. How can you assist them in this process?
What are the significant differences between nondirective and semi-structured individual interviews? In what circumstances would a nondirective interview be more useful than a semi-structured interview?
For each of the following scenarios, indicate whether qualitative or quantitative research is more appropriate. Also recommend a specific technique for each and justify your answer. a. A manufacturer of herbal teas wants to know how often and for what purposes consumers use herbal tea products. b.
You have conducted two group meetings on the subject of telephone answering devices. In each group there were seven prospective users of such devices, and in the two groups there were four users of telephone answering services. (These services use an operator to intercept calls and record
There have been a number of complaints in your city that minorities are discriminated against by local major appliance retailers (with respect to prices, trade-ins, sales assistance, and credit). How would you use the techniques described in this chapter to study this question?
A local consumer organization is interested in the differences in food prices among major stores in the area. How should it proceed in order to obtain meaningful comparisons?
Toothpaste manufacturers have found consistently that if they ask for detailed information on the frequency with which people brush their teeth, and then make minimal assumptions as to the quantity of toothpaste used on each occasion, as well as spillage and failure to squeeze the tube empty, the
The school board of St. Patrick's High School is concerned about the rise of student violence involving guns during the past two months. During an emergency meeting, Father Hennessy, the school's principal, insisted that steps be taken to return student behavior to its traditionally exemplary
What difficulties might be encountered when conducting a qualitative interview in an international context?
When would you recommend observational methods? Why?
How can a pretest add to the quality of a marketing research study?
Do you think the focus group research conducted in Europe was representative of the population in terms of: • Brand awareness and acceptance • Desired product features • Distribution channels
As a market research analyst, is there an alternate way to design the research process in Europe to address the issues?
How would you overcome some of the problems you might anticipate in designing a survey to establish the kind of paint used by the "do-it-yourself" market when the members of this sample last redecorated a room?
Families for the Future, a nonprofit organization formed to promote a return to the family values of the 1950s in the United States, is conducting a mail survey to determine the level of domestic violence and its causes. The organization plans to survey families in urban areas in four cities across
How would you balance the requirements of improving the quality of interviews against any ethical considerations that may arise?
Is the biasing effect of an interviewer more serious in a personal or telephone interview? What steps can be taken to minimize this biasing effect in these two types of interviews?
People tend to respond to surveys dealing with topics that interest them. How would you exploit this fact to increase the response rate in a survey of attitudes toward the local urban transit system, in a city where the vast majority of people drive to work or to shop?
If you were a marketing research manager, would you permit the following if they were important to the usefulness of a study? a. Telling the respondent the interview would take only two or three minutes when it usually took four minutes and a follow-up 10-minute interview was employed. b. Telling
You are product manager for Brand M butter, a nationally known brand. Brand M has been declining in absolute level of sales for the last four consecutive months. What information, if any, that could be obtained from respondents would be useful for determining the cause or causes of this decline?
What are the general advantages and disadvantages associated with obtaining information by questioning and by observation? Which method provides more control over the sample?
Innovative Marketing Consultant has been contracted to conduct a job-satisfaction survey among the 2,470 employees of United Machine Tools, Inc., Dayton, Ohio. The management insists that the questionnaire be comprehensive and incorporate all the views of the respondent in order to improve the work
Mark Hirst, a high school student in Sydney, Australia, developed an innovatively shaped surfboard that radically increased the number of maneuvers a surfer could perform in low surf. In his enthusiasm to research the market, he developed a comprehensive seven-page questionnaire to be completed by
What kind of data collection procedure would you recommend to research the question of why female shoppers choose a particular retail store at which to buy clothing?
What are the problems faced by researchers when they are conducting research in developing countries?
You are the manufacturer of a major consumer product in the United States. You plan to enter the following countries with your products within the next two years: Russia, France, South Africa, Brazil, China, Japan, Mexico, Canada, India, and Germany. Based on the demographic data and the
Idaho Ideal Potatoes, Ltd., developed a new guacamole-flavored potato chip and wanted to ascertain the national sales potential for this unique product offering. However, the market researcher found the mail response rate to be extremely low (10 percent) and that many of the returned surveys had
Judy Gomez, head of marketing for Wildlife Treasures, Inc., has been informed by the board of directors that they would like a marketing research study conducted to determine the cause of the plateau in sales performance over the past two years. The company is a producer of art and ornaments
A museum of arts in a large city wants to conduct a study of museum patrons' attitudes concerning its collection of exhibits. What survey method would you suggest? Why?
Even with the use of expensive gifts and callbacks, all three interview methods produce low response rates, usually under 30 percent. What are some ways to increase these response rates?
What biases, if any, might be introduced by offering to give respondents $5.00 when they return a mail questionnaire? Would these biases be different if a gift with a retail value of $5.00 were included with the questionnaire?
What can an interviewer do during the first 30 seconds of an interview to maximize the cooperation rate of (a) a personal interview and (b) a telephone interview? Assume the appropriate respondent is the head of the household.
What are the advantages of the telephone pre-notification approach over a conventional mail survey?
Write a cover letter for a mail survey of householders that contains a number of questions regarding the utilization of various kinds of burglary- protection devices.
You are a senior analyst in the marketing research department of a major chemical company. Your company has accidentally stumbled upon a chemical that, when combined with plastic, gives it near metallic properties. You have been asked to find out various uses for this chemical and also forecast its
You are a publisher of national repute and you would like to find the potential for an academic book. You have decided to conduct a survey among college professors for this purpose. What form of survey method would you use? What trend do you see in the future for this survey method?
What are the advantages and disadvantages of computer interactive interviewing compared to the traditional methods of surveying?
Advertising is an expenditure that ultimately must be justified in terms of its effect on sales and profits, yet most evaluations of advertising are in terms of the effects on attitudes. How do you account for this apparent mismatch?
Develop a multiple-item scale to measure students' attitudes toward the present system of grading. How would you assess the reliability and validity of this scale?
In March 1977 (during an "energy crisis",) the U.S. Federal Energy Administration (FEA) conducted a personal interview survey of a sample of homes where there was a heating load (that is, the outside temperature was below 65°F). The average indoor temperature of these homes, as measured by a
In February 1975, the Gallup poll asked, "Do you approve or disapprove of the way Ford is handling his job as president?" and found that 55 percent approved and 28 percent disapproved. A Harris poll at the same time asked, "How do you rate the job President Ford is doing as president-excellent,
It has been said that for decisional research purposes, the investigator is interested in predictive validity, to the exclusion of reliability or any other kind of validity. Do you agree? Explain.
Carter Toys, the U.S.-based manufacturer of the popular PollyDolly, feels that a strong sales potential exists for the doll in foreign markets. The management has identified the selection of suitable foreign country markets as being its first priority. Worldwide Research Corp. has been employed to
Ben Gatsby is a jewelry craftsman who specializes in high-quality religious artifacts. Recently, he has received a growing number of requests from customers for nonreligious artifacts and is considering expanding his product line to meet this new demand. Mr. Gatsby has decided to contact a local
a. How are attitude rating scales most commonly applied in marketing research?b. What decisions must a researcher make in designing a single-item scale for these purposes?
What is measurement? What are the scales of measurement and what information is provided by each?
One trend that is expected to have a large impact on marketing is the aging of the baby-boom population. This aging will likely result in changing consumer attitudes in a variety of areas. What types of attitude changes would be of most interest or concern to a product manager for a branded food
How would you select a set of phrases or adjectives for use in a semantic-differential scale to evaluate the image of banks and other consumer financial institutions? Would the procedure differ if you were going to use a Likert scale?
Develop a battery of attitude scales to predict whether or not people who currently smoke will try to quit smoking within the next year.
Suppose that paired-comparison choices of most-preferred brand were made among three brands (A, B, and C) by a sample of 100 respondents. The results of 25 choosing A and 75 choosing B would be represented as A25B75. One possible set of results from the three paired comparisons might be A50B50,
Under what circumstances can attitude measures be expected to be good predictors of subsequent behavior? Is there any value to measuring attitudes in situations where attitudes are likely to be poor predictors?
Explain the concepts of reliability and validity in your own words. What is the relationship between them?
Critique the questionnaire in Figure 12-2, which is from an appliance manufacturer whose objective is to collect information on the reasons for purchasing their product, the buyer's demographic, and lifestyle activities.
A large automobile manufacturer has asked you to develop a questionnaire to measure owners' satisfaction with the servicing of their vehicles. One sequence of questions will deal with satisfaction with the design, construction, operating costs, performance, and amount of service required. In order
Based on the following list of research questions, determine the research objective(s) of this questionnaire. Are any of the questions unnecessary; if so, why? a. How many hours per week do you work, on average? b. What type of magazines do you read? c. Do you feel you have enough "free time" away
Develop three double-barreled questions related to eating habits and restaurant preferences. Also develop correct versions of each question.
What are some recommended ways by which one can ask sensitive information? Where in the questionnaire should one ask for sensitive information?
A research company has decided to pretest a personal interview questionnaire prior to collecting the actual data. Interviewers will conduct the pretest interviews. Design a separate questionnaire containing from 5 to 10 questions that you feel the interviewer should fill out after each pretest
The Student Disciplinary Committee of Clint State University is extremely concerned about the increasing incidence of cheating in both in-class and out-of-class student assignments. They have approached a marketing research class to conduct a survey of Clint State students. They wish to know: (i)
The finance committee of St. Dunstan's Church has reported a fall in the level of donations to the church at Sunday services, despite the fact that attendance has not declined. In an effort to boost donations, the committee has decided to conduct personal interviews of all church members in their
Two consumers were considering buying a lawn-mower. Bill's wife suggested brand B, and after shopping for a good price, Bill bought brand B at a discount store. Jake, however, consulted Consumer Reports, and found repair trouble reported with brands A, C, D, F, and H, and unwanted features in
A Korean digital camera manufacturer is planning to enter the United States by changing its image of a technology, feature-led company to one focusing on fashion and brand value. You have been asked to assist them in this venture by developing a questionnaire suitable to survey the American
A researcher investigating the general happiness of respondents in a particular age and socioeconomic group is considering using the following two questions in a questionnaire: a. All things considered, how happy would you say you were these days? Would you say that you were very happy, pretty
"Questionnaire design for descriptive research is more difficult than for exploratory research." Discuss this statement.
"As long as a question pertains to at least one of the research objectives, it must be included in the questionnaire." Do you agree or disagree with this statement? Explain your answer.
Open-response questions sometimes are used to establish the salience or importance of issues such as irritation from clutter due to excessive advertisements and station announcements during TV programs. Why would you want to use this type of response format rather than a closed-response question?
How do the responses from an unaided-recall question on brand awareness compare to those from an aided-recall question?
Use the formula for the randomized response model to estimate the percentage of respondents who indicated they did not report all of their income to the federal tax authorities in a survey in which a total of 16 percent answered "yes." Also, 10 percent of the sample were estimated to have their
What can a researcher do to make the request for information seem legitimate? Discuss.
Evaluate the following questions and suggest improvements. a. Please check the following activities in which you participate as a private citizen interested in politics. _____ Read books and articles on the subject _____ Belong to political party _____ Attend political rallies _____ Write letters
How is experimental research different from descriptive research?
In an effort to identify the reasons for the rise in teenage violence in the United States, Concerned Citizens of America (CCA) has decided to examine the relationship between exposure to rap music and incidents of teen violence. They have decided to utilize an experimental technique to establish
A group of known smokers are sent literature on the harmful effects of smoking on a weekly basis for one year. At the end of the year, a poll is taken to see how many of the smokers stopped smoking during the year. The results are used to establish the effectiveness of this literature campaign in
A leading manufacturer of ladies' lingerie has maintained its high share in the pantyhose market over the past five years but has experienced a dramatic decrease in sales. This has led Cheryl Martin, the VP of marketing, to conclude that the market for pantyhose as a whole must be shrinking. In an
a. What are the possible threats to the validity of a trend analysis? b. How can these threats be eliminated by the experimental design process?
A profile group wanted to test the effectiveness of anti-gun ownership commercial. Two random samples, each of 250 respondents, were recruited in Houston. One group was shown the anti-gun ownership commercial. Then, attitudes toward gun ownership were measurement for respondents in both groups. a.
What is a spurious association? How do you distinguish between spurious association and the existence of an intervening variable?
When does association imply causation? Under what conditions? Could there ever be a causal relationship without association present?
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