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Basic Marketing Research 8th edition Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill - Solutions

List the key attributes that an individual occupying the following positions must possess. Why are these attributes essential? a. Senior research analyst b. Full-time interviewer c. Market research director/Director of research
What advantages are gained by marketing researchers who follow the research process illustrated in Exhibit 2.1?
Using the steps of the research process to structure your thinking, evaluate the following marketing research effort: The FlyRight Airline Company was interested in altering the interior layout of its aircraft to suit the tastes and needs of an increasing segment of its market-businesspeople.
Using the steps of the research process to structure your thinking, evaluate the following marketing research effort: The FlyRight Airline Company was interested in altering the interior layout of its aircraft to suit the tastes and needs of an increasing segment of its market-businesspeople.
Consider the overall research process outlined in Exhibit 2.1. Discuss specific forms of unethical behavior on the part of marketing researchers that might occur at different stages in the process.
Consider the following situations. For each, discuss whether or not the action was morally ethical under the three methods of ethical reasoning (i.e., utility, rights, and justice approaches). a. The director of research for a financial institution, noting that the deadline for an important
Identify one possible research problem for each of the following decision problems. Tell whether the decision problems are discovery-oriented or strategy-oriented. a. Why have sales of my brand decreased? b. Is my advertising working? c. What pricing strategy should I choose for a new product? d.
Given the following research problems, identify a corresponding decision problem for each that the research problem might address. a. Design a test market to assess the impact on sales volume of a particular discount theme. b. Evaluate the stock level at the different warehouses. c. Evaluate the
In each of the following situations, identify the fundamental source of the marketing problem or opportunity, a decision problem arising from the marketing problem or opportunity, and a possible research problem. a. Apex Chemical Supply is a manufacturer of swimming pool maintenance chemicals.
Feather-Tote Luggage is a producer of cloth-covered luggage, one of the primary advantages of which is its light weight. The company distributes its luggage through major department stores, e-commerce web sites, clothing retailers, and other retail outlets such as stationery stores, leather goods
Cynthia Gaskill is the owner of a clothing store that caters to college students. Through informal conversations with her customers, she has begun to suspect that a video game rental store specifically targeting college students would do quite well in the local market. While her conversations with
The exploratory techniques of focus group research and depth interviews are similar in many ways, yet each offers distinct advantages, depending on the objectives of the research project. What are some of the similarities and differences in these techniques?
A large retail chain focusing on athletic shoes has noticed some recent slippage in same-store sales, in particular for stores located in suburban areas; sales in urban stores have increased slightly. Managers are concerned that the styles the stores offer may no longer be in fashion among some
In each of the following situations, would primary or secondary data be more available and applicable? Why? a. The makers of Kool Aid sugar-free flavored drink mixes need information about sales trends in different regions of the United States. b. The makers of Kool Aid sugar-free flavored drink
The internet has changed the nature and availability of information that managers can use to make decisions. Consider the opportunities and the challenges of online research compared with a traditional MIS or DSS.
You have been requested to design a DSS for a manufacturer of automotive parts. a. What data should be included in the system (e.g., sales by sales area or by product line, age, and type of automobile driven)? b. What data sources might be used to create the information system? c. How will you
Your company is in the process of installing its first DSS. The system has been designed and the hardware installed, and it is due to be up and running in two weeks. Your task is to provide system users with orientation and training. It is your feeling that the company's people will initially
Would we have "big data" if we did not have the Internet and World Wide Web?
Should value be legitimately added as a fourth V of "big data?" Why or why not?
A local T-shirt design shop, with locations all around your state, wants to benefit from "big data." Given each of the following situations, is it a volume, velocity, or variety issue? Why? a. The owner of the design shop wants to have comments collected from social media sources integrated into
Given each of the T-shirt design contexts discussed above, would you suggest descriptive, predictive, or prescriptive analysis be used in each context? For instance, if social media comments were integrated into the firm's database as is the context for part a above, would descriptive, predictive,
Search recent news sources for a timely "big data" story. Use Google News, Yahoo! News, or the news subsection of your favorite search engine to find out how the topic is being discussed from a business or marketing perspective. Relate the key features of the story to the key aspects of this
Your company is in the process of installing its first "big data" system. Discuss how you would ensure that the traditional challenges of integration-access to and retrieval of data, lack of sufficient analytical skills within the firm, and issues related to firm integration both within and between
Several scenarios are presented below. In each case, there is a need for standardized marketing information. Recommend a service or services that could provide the required information. Explain your choice. a. As part of its advertising-sales strategy, radio KZZD wants to stress the fact that its
Find recent information about the top web sites and compare it to the information in Exhibit 7.7.
For each of the situations described below, which type of research is most appropriate for collecting primary data? Why? a. Frank's Flies is a fishing lure manufacturer. Frank's management has decided to enter the lucrative market for trout flies, an area in which the company has little experience.
Consider the following statement: "The increase in sales is due to the new sales personnel recruited over the last several years. Sales of the new salespeople are up substantially, while sales for longer-term salespeople have not increased." a. Identify the causal factor (X) and the effect factor
The research department of the company in Problem 2 investigated the change in sales for each of die company's salespeople. Using criteria supplied by management, the department categorized all territory sales changes as "increased substantially," "increased marginally," or "no increase." Consider
The product development team at Busby's Briquettes has been working on several modifications of Busby's highly successful line of charcoal briquettes. The most promising development is a new briquette that provides a unique smoky flavor to grilled meat. Management, based on favorable feedback from
The management of an online shoe retailer was convinced that the company's market segment consisted of individuals in the 25- to 35-year-old age group, while its major competitor's market segment seemed more widely distributed with respect to age. It attributed this difference to the styles of
The Nutri Company was a medium-sized manufacturer of highly nutritional food products. The products were marketed as low-fat foods with high nutritional content. The company was considering marketing these products as snack foods but was concerned about its present customers' reaction to the change
Following are several tasks that marketers might need to perform. For each objective, specify the type(s) of primary data that would be of use and a possible method of data collection. a. Assess "people flow" patterns inside a shopping mall. b. Gauge the effectiveness of a new advertisement. c.
Lifestyle analysis collects data concerning three dimensions of a respondent's lifestyle (see Exhibit 9.2). Compare and contrast these dimensions. Are the three dimensions exhaustive, or can you suggest others that should be included?
Suppose that you have been hired by a major consumer products company to gather information about consumers who have purchased the company's products. Provide an example of the kinds of data you might gather for the company for each of the following categories of primary data: (1)
The Metal Product Division of Miracle Ltd. devised a special metal container to store plastic garbage bags. Plastic bags pose household problems as they give off unpleasant odors, look disorderly, and provide a breeding place for insects. The container overcomes these problems as it has a
Friendship is a national manufacturer and distributor of greeting cards. The company has recently begun distributing a low-priced line of cards using a lower-grade paper. Quality differences between the higher- and lower-priced cards do not seem to be noticeable to consumers. The company follows a
Be a mystery shopper and assess the service provided to customers at the checkout counter at two grocery stores in your area. Record anything that you believe is relevant to the service provided to customers.
If you were the product manager of a leading brand of toothpaste, how would each of the following help you do your job? a. Observational studies in a retail store b. Observational studies in the consumer's home
Discuss the advantages and disadvantages of using electrical/mechanical methods of data collection versus using human observers. What criteria should the researcher consider when deciding which method to use for a particular project?
Suppose you were asked to design an appropriate communication method to find out students' feelings and opinions about the various food services available on campus. a. What degree of structure would be appropriate? Justify your choice. b. What degree of disguise would be appropriate? Justify your
Ann Avery is the general manager of Taylor's, a steakhouse located in a southwestern U.S. city that has been open for about a year. The restaurant has been a success so far, but Avery doesn't yet have a grasp of exacdy who her customers are. The lunch customers seem to be quite different from those
Which method of gathering data would you use in each of the following situations? Justify your choice. a. Administration of a questionnaire to determine the number of people who listened to the "100 Top Country Tunes in 2012," a program that aired on December 31, 2012. b. Administration of a
You have been asked to conduct a survey of graduating seniors at your school about their plans following graduation. Very little money is available to support the research, and your client has asked you to use an online survey. Prepare and discuss a list of key advantages and disadvantages of this
Identify the level of measurement (nominal, ordinal, interval, ratio) used in each of the following questions. Justify your answer. a. During which season of the year were you born? □ Winter □ Spring □ Summer □ Fall b. What is your total household income? ___________________ c. Which are
The analysis for each of the preceding questions follows. Is the analysis appropriate for the scale used? a. About 50 percent of the sample were born in the fall, while 25 percent of the sample were born in the spring; the remaining 25 percent were born in the winter. It can be concluded that fall
a. List at least eight attributes that students might use in evaluating bookstores.b. Using these attributes, develop eight Likert summated-ratings items and eight semantic differential items that might be used to assess attitudes toward (i) the university bookstore and (ii) an online bookstore.c.
Generate five attributes that assess students' attitudes toward "take-home exams." Use (i) graphic-ratings scales, (ii) itemized-ratings scales, and (iii) comparative-ratings scales to determine the importance of each of these attributes in students' evaluation of take-home exams. Administer each
You are a staff researcher for a manufacturer of a well-known laundry detergent. As more and more competing products enter the market, managers at the company have decided that it would be a good idea to seek feedback regularly from consumers on their level of satisfaction with the brand.a. What
You have developed a questionnaire designed to measure attitudes toward a series of television ads for a new snack food product. The respondents, as a group, will view the ads on a computer and then complete the questionnaire. Due to logistical circumstances beyond your control, you must split your
a. Assume that a manufacturer of a line of cheese products wanted to evaluate customer attitudes toward the brand. A panel of 500 regular consumers of the brand responded to a questionnaire that was sent to them. It included two types of attitude scales (in their traditional formats) that produced
Evaluate the following questions. a. Which of the following magazines do you read regularly? □ Time □ Fortune □ Bloomberg Businessweek b. Are you a frequent purchaser of Great Value frozen vegetables? □ Yes □ No c. Do you agree that the government should impose import restrictions? □
Your employer, a commercial marketing research firm, has contracted to perform a study whose objective is the investigation of usage patterns and brand preferences for premixed infant formula among migrant farmworkers in the southeastern United States. You have been assigned to develop a suitable
Super Savers is a chain of department stores located in large towns and metropolitan centers in the northeastern United States. Management has decided to conduct descriptive research to gather product preferences from its current customers. In particular, the company intends to ask the following
Make the necessary corrections to the above questions.a. Which of the following magazines do you read regularly?□ Time□ Fortune□ Bloomberg Businessweekb. Are you a frequent purchaser of Great Value frozen vegetables?□ Yes □ Noc. Do you agree that the government should impose import
Evaluate the following questions. Rephrase them as necessary.a. Which one of the following reasons is most important in your choice of stereo equipment?□ Price□ In-store service□ Brand name□ Level of distortion□ Guarantee/warrantyb. Please indicate your education level.□ Less than high
Evaluate the following open-ended questions. Rephrase them as fixed-alternative questions if you think it would be more appropriate.a. Do you go to the movies often?b. Approximately how much do you spend per week on groceries?c. What brands of cheese did you purchase during the last week?
Assume you are conducting research to determine people's opinions about television advertising. You have decided to design a structured, undisguised questionnaire and to use the personal interview method.a. Specify the necessary information to be sought.b. List the individual questions on a
Suppose that you were conducting a study to determine whether brand names are important for mothers purchasing children's clothing. You have decided to design a structured, undisguised questionnaire and to use the telephone interview method.a. Specify the necessary information that is to be
A brokerage firm was concerned with its declining number of customers and decided to conduct descriptive research using an online survey. The major objective was to find out the reasons for using a particular brokerage firm and to determine the importance of customer service. Please evaluate the
Assume that a medium-sized manufacturer of candy hires you to conduct an observation study in determining children's influence on adults in the pur¬chase of candy. a. List the variables that are relevant in determining this influence. b. List the "observations" that might reflect each of these
This observation task can be conducted near the vending machines in a cafeteria, a library, or a business school: The objective is to observe the deliberation time taken at the various machines and determine the factors that influence the deliberation time. a. List the variables that would be
For each of the following situations, identify the appropriate target population and sampling frame. a. A local chapter of the American Lung Association wants to test the effectiveness of a brochure entitled "12 Reasons for Not Smoking" in the city of St. Paul, Minnesota. b. A medium-sized
A manufacturer of liquid soaps wants to estimate the proportion of individuals using liquid soaps as opposed to bar soaps. Prior estimates of the proportions are listed below.a. For the various levels of precision and confidence indicated, calculate the needed sample size.b. Which alternative gives
You are the assistant director of political research for the ABC television network, and two candidates, Joseph Thomas and Ann Martin, are running for president of the United States. You need to furnish a prediction of the percentage of the vote going to Martin, assuming the election was held
The management of a popular tourist resort in China had noticed a decline in the number of tourists and their length of stay over the past three years. Management decided to conduct a study to determine people's attitudes toward the particular activities that were available at a popular tourist
The Juno Company, a manufacturer of clothing for plus-sized consumers, was in the process of evaluating its product and advertising strategy. Initial efforts consisted of a number of focus-group interviews. The focus groups consisted of ten to twelve large men and women of different demographic
The Hi-Style Company is a chain of beauty salons in San Diego, California. During the past five years, the company has seen a sharp increase in the number of shops it operates and in the company's gross sales and net profit margin. The owner plans to offer free hair analysis and consultation, a
The Minnesota National Bank, headquartered in Minneapolis, Minnesota, has some 400,000 users of its credit card scattered throughout the state of Minnesota. The application forms for the credit card asked for the usual information on name, address, phone, income, education, and so on, that is
Store-More is a large department store located in Waterford, Ireland. The manager is worried about the constant overstocking of a number of items in the various departments. Approximately 3,000 items ranging from small multipurpose wrenches to lawn mowers are overstocked every- month. The manager
A retailer of household appliances is planning to introduce a new brand of dishwashers to the local market and wishes to estimate demand for the product. He has decided to use two stage area sampling and has secured an up-to-date map of the area, but he does not know how to proceed and requires
The management of a major dairy wanted to determine the average ounces of milk consumed per resident in the state of Montana. Past trends indicated that the variation in milk consumption was four ounces. A 95 percent confidence level is required, and the error is not to exceed +/- .5 ounces.a. What
The manager of a local bakery wants to determine the average expenditure per household on bakery products. Past research indicates that the standard deviation is $10.a. Calculate the sample size for the various levels of precision and confidence. Show your calculations:b. Which alternative gives
J. Hoffman was the owner of a medium-sized supermarket located in Phoenix, Arizona. He was considering altering the layout of the store so that the frozen food section would be near the section with fresh fruits and vegetables. These changes were designed to better accommodate customer shopping
Tough-Grip Tires was a large manufacturer of radial tires located in New Orleans, Louisiana. To try to maintain sales and competitive positions, various manufacturers were offering wholesalers additional credit and discount opportunities. Tough-Grip's management was particularly concerned about
The placement office at a university has hired you to assist it in determining the size of starting salaries and the range of salary offers received by graduating seniors. The placement office has always gathered some information in this regard; historically, some seniors have come in to report the
An executive recruitment firm used a lengthy online survey to gather information on the job mobility of mid-level managers. A sample of 500 eligible middle managers was selected, using a simple random sampling procedure. The firm used three waves of recruitment e-mails. Sixteen of the
The local outlet of a large home and garden chain store wants to better understand the needs and perceptions of its customers. The general manager is attracted to the option of using an online survey (with e-mail recruitment) because it won't cost her much to implement. She prepared a
A large furniture store located in a city in the southwestern United States was interested in determining how households living in and around the city viewed the image of the store. Store managers hired a local market research company to collect data. The researchers drew a systematic sample of
Suppose that the managers in the previous problem had decided prior to data collection to only include households that planned to make a furniture purchase in the next six months. A screening question was used to identify households that qualified to complete the survey. Further, the 2,500 elements
A remodeling contractor located in a small community had developed a relatively inexpensive type of storage shed and wanted to determine the likely level of demand for the sheds among local homeowners before he began producing and marketing them. Because the population of homeowners was not easily
a. Establish response categories and codes for the question, "What do you like about this new brand of cereal?"b. Code the following responses using your categories and codes.1. "$3.99 is a reasonable price to pay for the cereal."2. "The raisins and nuts add a nice flavor."3. "The sizes of the
a. Establish response categories and codes for the following question that was asked of a sample of business executives: "In your opinion, which types of companies have not been affected by the present economic climate?"b. Code the following responses using your categories and codes.1. Washington
Based on the following codebook, reconstruct the questionnaire used to gather information for a local restaurant.
The following is a questionnaire to be completed by customers of the Hilltop Smoked Meat Co. Restaurant. Build a codebook that might be used to transfer raw answers from completed questionnaires to a data file. Be specific about variable names, the codes to be used, and how missing data will be
A research team is working on an important project that was implemented using personal interviews. The team has decided to use double-entry to identify and eliminate blunders. The following are data from the first twelve respondents as they appear in the two data files constructed during the
A theme park located in the northwestern United States recently conducted a study to determine the distances that its customers were driving to visit the park. Over the course of a week, researchers conducted personal interviews with a random sample of four hundred visitors. The following chart
Compute the 95 percent confidence interval for the percentage of respondents who had traveled more than 250 miles to visit the theme park using the information in the previous question.
Suppose that the researchers had originally asked respondents for the actual number of miles traveled to visit the theme park using an open-ended question. If the mean value in the sample were 234 miles with a standard deviation of 76 miles, construct the 95 percent confidence interval for the mean
Using the data obtained for question 4 on the AFC survey, calculate the 95 percent confidence interval for the percentage of members who learned about AFC based on a recommendation from a friend or acquaintance.
For the last several years, the company has been sending gift cards for meals in local restaurants to doctors who regularly refer their patients to the fitness center for therapy. Managers have noticed that most of the people who join AFC are not referred by physicians, and they are considering
Five years ago, AFC conducted a survey of its members. At that time, the reported education levels of respondents were as follows:Using the current results reported in Exhibit 17.2 and the x2 goodness-of-fit test, is there evidence that AFC is attracting more educated members than in the past?
The company's budget calls for average revenues of $40 per month per member. Is AFC currently meeting this target? Assume for a moment that the only information AFC holds about revenues comes from the sample. Calculate mean revenues per member, construct the 95 percent confidence interval around
A popular business consultant has suggested that a company's success can be predicted by the degree to which customers are willing to recommend the company to others. Take a look at item 6 on the AFC questionnaire (see Exhibit 16.2). A score of 0 to 6 places a respondent in the "detractor"
A social organization was interested in determining if there were various demographic characteristics that might be related to people's propensity to contribute to charities. The organization was particularly interested in determining if individuals forty years of age or over were more likely to
The AFC managers have been assuming that there is a correlation between the number of visits per month that a member makes to the center and the revenues provided by that member. Is there evidence in the data that this might be true for the population of all members?
If analysts believed that there was a dependence relationship between the number of visits per month and revenues (that is, visiting the center more frequently at least partially caused revenues to be higher), what would be the appropriate analysis to establish this relationship? Perform this
A large toy manufacturer wants to determine the characteristics of families who have purchased electronic games. In particular, management wants to determine if the number of children in a family might help predict whether or not the family has purchased electronic games. Please help interpret the
Crystallo Bottling Company, which provides plastic bottles to various soft drink manufacturers, has the following information pertaining to the number of cases per shipment and the corresponding transportation costs: Number of Cases per Shipment Transportation Costs in
The marketing manager at Crystallo Bottling Company is studying the relationship between the number of cases per shipment and transportation costs. An analysis of the data from the previous problem produced the following simple regression output:R2 = 0.970 Thus, the regression equation is Y =
Managers at AFC were interested in learning more about members and their usage patterns. Use cross-tab analysis to investigate the following relationships. In each case, tell whether or not it appears that the variables may be related to one another, present the results in an appropriate table, and

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