New Products Management 11th edition C. Merle Crawford, C. Anthony Di Benedetto - Solutions

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Focus groups are considered to be what type of research?
Define client-side research.
What are some advantages and disadvantages of DIY research?
Define supply-side research. What is another name for supplier firms?
What are full-service supplier-firms? What type of services do they provide?
Describe limited-service supplier firms.
Explain the meaning of the statement that the "marketing research industry thrives off derived demand."
What is the role of symptoms in problem recognition?
What is meant by the researcher validating the symptoms?
What is meant by consequences of the decision alternatives?
Explain how assumptions play a role in the problem definition process.
Explain the information state when there are information gaps.
What is needed to close information gaps?
What is the role of a hypothesis in defining the problem?
What role do constructs play in the problem definition/research objectives process?
Discuss impediments to problem definition.
What are the elements of the marketing research proposal?
Why is defining the problem the most important step in the marketing research process?
Discuss why defining the problem is really stating the decision alternatives.
What is meant by the problem?
What is the research objective?
Design an experiment. Select an independent variable and a dependent variable. What are some possible extraneous variables that may cause problems? Explain how you would control for the effects these variables may have on your dependent variable. Is your experiment a valid one?
Artia Hunt is the CEO of a successful chain of coffee shops in the Midwest. Ms. Hunt would like to add a small selection of pastries to the current food offerings at her coffee shops. You have been hired to conduct an exploratory study using social media sources to develop an initial list of the
Explain why it is important for marketing researchers to be knowledgeable of research design.
In which type of research design would the key-informant technique be used?
Explain why studies of the "if-then" variety are considered to be causal studies.
What are big data, and why do they represent both an opportunity and a challenge?
Give an example of a company that uses micromarketing and explain how.
Name three external sources of secondary data available to you through your school library.
Which disadvantage of secondary data is resolved by geo demographics and why?
What is syndicated data? Give an example of a company that supplies syndicated data and describe the information it provides.
What are packaged services? Give an example of a company that supplies a packaged service and describe the type of information it provides.
Esri's market segmentation service, Tapestry Segmentation, would be classified as which type of packaged information? Why?
What are the advantages and disadvantages of packaged services?
Give examples of four types of user-generated information that can be found on social media.
Name five applications of the Internet of Things for a supermarket.
Describe the classifications of secondary data?
1. What internal secondary sources does Lululemon already have that the company could use to gain insights on its men's market? Be sure to consider supplier records, retail store records, website information, and sales force records.2. Which external published sources and data aggregators have
What is mobile ethnography? List three types of consumption activities that might be studied using mobile ethnography.
What is neuromarketing? Give examples of three techniques.
Describe a traditional focus group.
What are the major disadvantages of a mail survey?
What is a panel company and why are such companies dominating survey data collection today?
How and why has technology impacted data collection from the recent past through the present?
What aspects of person-administered surveys make them attractive to marketing researchers? What aspects make them unattractive?
What aspects of computer-administered surveys make them attractive to marketing researchers?
What are the advantages of person-administered over computer-administered surveys, and vice versa?
What would be the motivation for a researcher to consider a mixed-mode survey?
Indicate the differences between: (a) in-home surveys, (b) mall-intercept surveys, and (c) in-office surveys. What do they share in common?
Why were telephone surveys popular before widespread Internet access?
1. For each client's survey, take each of the nine data collection methods identified in this chapter and specify what you think is the strongest and weakest aspects of using that data collection method for the client's survey situation.2. Based on your analysis from the preceding question, and
The owner of the convenience store Mike's Market is concerned about low sales. He reads in a marketing textbook that the image of a store often has an impact on its ability to attract its target market. He contacts the All-Right Research Company and commissions it to conduct a study that will shape
What is meant by a "skewed" population? Describe a skewed population distribution variable and provide an example.
1. Place questionnaires in veterinarian clinics located in the two ZIP code areas for pet owners to fill out while they are waiting for the doctor to examine their pet.2. Select every 100th name in the city telephone book; call and interview only those who live in the two ZIP code areas.3. Use a
Do managers really have a large sample size bias? Because you cannot survey managers easily, this exercise will use surrogates. Ask any five seniors majoring in business administration who have not taken a marketing research class the following questions. Indicate whether each of the following
The Andrew Jergens Company markets Wet Skin Moisturizers, which are applied to a woman's skin while she takes a shower. From previous research, Jergens management knows that 60% of all women use some form of skin moisturizer and 30% believe their skin is their most beautiful asset. There is some
You work part-time in a telemarketing company. Your compensation is based on the number of credit card applicants you sign up. The company owner has noticed that the credit card solicitation business is slowing down, so she decides to take on some marketing research telephone interview business.
How should a researcher define a "completed interview"?
Identify five different problems that a researcher might find while screening a dataset.
Indicate what data analysis is and why it is useful.
In a survey on productivity apps, respondents write in the number of apps they have installed in the past six months. What measures of central tendency can be used? Which is the most appropriate and why?
For each of the cases in question 8, what is the appropriate central tendency measure?a. Gender of respondent (Male or Female)b. Marital status (Single, Married, Divorced, Separated, Widowed, Other)c. A taste test where subjects indicate their first, second, and third choices
What are differences and why should market researchers be concerned with them? Why are marketing managers concerned with them?
When a market researcher compares the responses of two identifiable groups with respect to their answers to the same question, what is this called?
A marketing manager of newegg, a web-based electronic products sales company, uses a segmentation scheme based on the incomes of target customers. The segmentation system has four segments: (1) low income, (2) moderate income, (3) high income, and (4) wealthy. The company database holds information
1. Jeff wonders if L'Experience Félicité Restaurant is more appealing to women that it is to men or vice versa. Perform the proper analysis, interpret it, and answer Jeff's question.2. With respect to the location of L'Experience Félicité Restaurant, is a waterfront view referred more than a
List the recommended steps for analyzing relationships.
Briefly describe the connections among the following: co variation, scatter diagram, correlation, and linear relationship.
What are the scaling assumptions assumed by Pearson product moment correlation?
What is a cross-tabulation? Give an example. Discuss.
Circle K runs a contest inviting customers to fill out a registration card. In exchange, they are eligible for a grand-prize drawing of a trip to Alaska. The card asks for the customer's age, education, gender, estimated weekly purchases (in dollars) at the Circle K, and approximate distance the
If one uses the "enter" method for multiple regression analysis, what statistics on an SPSS output should be examined to assess the result? Indicate how you would determine each of the following: a. Variance explained in the dependent variable by the independent variables b. Statistical
What visual would be the best at displaying the relative changes in spending between four promotion mix variables over time?
What kind of visual would you create if you wanted to use images of people to illustrate the differences in employment levels among three industries?
What measures should you take to avoid misrepresenting information through visuals?
Investigate info graphics on the website www.teradata.com or dailyinfographic.com. How can info graphics enhance the presentation of marketing research results?
List two ways that the use of dashboards such as Tableua change the reporting of marketing research results.
What is the derivation of the word plagiarism?
When should you use a subheading?
What are the components of a readable, logical paragraph?
"When you were talking a while ago about taking risks, I wondered just whose money you were talking about. A fellow I know out in California insists that all new product team members invest their own money (with his) in their projects. Fifty thousands dollars is not unusual. In that system, I'll
"Funny thing, though, it sure does frustrate me when I hear a division general manager's strategy is to imitate other firms. Now I know that some firms might reasonably use imitation, but none of my divisions should. Should they?"
"I would like to be sure as many of our people as possible support innovation, but I know some people in the firm just can't react positively to proposed innovation, no matter how much we need it. Tell me, how do you think I should go about spotting the worst offenders, and what should I do with
"I've got to make a speech down in Dallas next month. Its part of a conference SMU is having on the general topic of opportunity identification (OI). They want me to explain why OI is sometimes more important than brainstorming and other techniques of concept generation. Seems to me it isn't. What
"I work for a financial services firm. We do new product development all the time, and a lot of it is of the incremental variety. You know, bundle credit card access to a savings account, bundle the savings account to a money market account, add an IRA investment option, things of that sort.
"We are increasingly committed to really new products -- we see them as the future of our company. Can you explain to me again what the new products process looks like for them? I'm not really convinced that the process you outlined is applicable to them. Seems like it will generate more
"I'm afraid I don't follow your reasoning very well when it comes to this matter of innovativeness--being a pioneer, an adapter, quick second, and so on. Seems you've always got to come up with something new, or it simply won't sell. I believe we agreed on that earlier when we discussed the concept
"Somewhere along the line, R&D gets the short end of the stick. Now, I know about the arguments for strategy, but I really do feel that R&D deserves a better shake than to simply be told to do this or that. Some of our top people are in R&D our electronics division has a couple of the world's best
"I saw the other day where film makers (large ones as well as small ones) are finding profits in low-budget films. It seems they aim for narrow, but very reachable market segments, (e.g., young kids), and they use standard film-making technologies but use only what they call "emerging" actors and
"Lots of our people try to get good new product ideas from outsiders, but they are careful to keep it legal. I wonder though about something I ran into on a trip to Australia last fall. I met what our company people there called a professional espionage agent. He employs a network of stewards and
"In-house inventors are tough to deal with. Right now we have this Ph.D. in physics, a really great person, bright as they come, and terribly creative. Has had no less than 11 ideas go to market since she joined the firm four years ago. But she feels we don't reward her properly, even though she is
"In these days of intensive ideation, it sure surprised me to read that a man named Reuben Ware, a retired furniture upholstery restorer in Savannah, Georgia, had to reactivate a successful business he had shut down -- producing and selling a special formulation of carpet shampoo. Seems that he had
"I recently met the president of a Florida university who had previously researched the new products operation in Silicon Valley firms. He wasn't impressed. Said that sales reps told over and over about getting suggestions and tips from their customers and sending them in on daily call reports, but
"I believe in problem analysis--that's at the heart of things--but I sure don't like those focus groups. I sat in on a couple last year, and all the people did was chat. And the chatting never seemed to lead to anything. After the second one was over I quizzed the moderator, and she agreed that
"You know a lot about personal digital assistants, I imagine. Can you take me through a problem analysis, using the PDA market as an example? We are getting into the PDA business in our electronics division, with the idea of having a direct competitor to Palm, and I'm curious to see what problems
"Another method you say you studied is of great interest to me for reasons I'll not go into. It is gap analysis, especially the idea of maps. Several of our best divisions produce and sell services. Is the gap map method applicable to services? Could you please take, say, the college education
"OK, you've identified a gap in the swimsuit market in your little example. Some customers like fashionable swimsuits, some like comfortable ones. We already know that. So isn't it obvious you should design a swimsuit that's both fashionable and comfortable? What insights did you get from the gap
"A few years ago, most peanut butters were sold on the basis of their perceived quality (well known brands vs. store brands), and crunchiness. There wasn't a lot of difference among the competitors. Then, Skippy (the CPC competitor) hits the market, claiming to be healthier than other brands
"I guess I really like check-lists best--they're easy for me to understand and use. I've never seen this one by Small that you mentioned--wow, four pages of ways. Is all that really necessary? Couldn't just as good a job be done with say one page? And incidentally, I must confess I'm slightly
"As you can probably tell by now, I am an engineer by training and have always enjoyed playing around with one form of attribute analysis. We call it attribute extension, where we forecast the future changes in any important attribute of a product. You know, like the amount of random access memory

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New Products Management 11th edition C. Merle Crawford, C. Anthony Di Benedetto - Solutions

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