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Essentials of Marketing Research 6th edition Barry J. Babin, William G. Zikmund - Solutions
How could New Balance, a maker of athletic shoes, use a NFC device like iBeacon?
What are four questions researchers can ask in deciding whether their electronic data gathering systems violate good ethical principles?
What is the difference between data, information, and intelligence?
What is the key question distinguishing relevant data from irrelevant data?
How is CRM used as input to a DSS?
Define RFID. How can it provide input to a DSS?
What types of internal databases might one find in the following organizations? a. Hilton Hotels b. A Major University Athletic Department c. ABInbev d. Quibids (online auction web site) e. iTunes f. Facebook
What type of operational questions could a delivery firm like UPS expect to automate with the company’s decision support system?
Search the Internet and try to find the earliest use of the phrase “big data.” Describe why the term has come to be used.
Use the Internet to see if you can find information to answer the following questions: 1. What is the exchange rate between the $US and €Euro? 2. What are four restaurants in the French Quarter in New Orleans? 3. What is the most popular novel among teenage girls age 14-16? 4. Do more people
List five ways that marketing research can contribute to effective business decision making.
Describe ways that observation is used to create data for marketing research.
Define market opportunity, market problem and symptoms. Give an example of each as it applies to a university business school.
Consider the following list, and indicate and explain whether each best fits the definition of a problem, opportunity, or symptom: a. A 12.5 percent decrease in store traffic for a children’s shoe store in a medium-sized city mall. b. The number of recent graduates joining the business school
What are the three types of marketing research? Indicate which type each item in the list below illustrates. Explain your answer. a. Establishing the relationship between advertising and sales in the beer industry. b. Identifying target market demographics for a shopping center located in Omaha,
Describe how a literature search is useful in marketing research.
Do the stages in the research process seem to follow the scientific method?
What is a people meter? Describe how it works and what data it provides. Suppose you were asked by a supervisor to prepare a blog entry describing your opinion of its validity. What would be your position and how would you defend it?
What are the conditions that make in-house research preferable? What are the conditions that make outside research preferable? Would the company in the opening vignette have been better off to do the marketing research desired in-house rather than out-house?
What is the difference between research and pseudo-research? Cite several examples of each.
What is the definition of marketing ethics? How are marketing ethics relevant to research?
What is the difference between anonymity and confidentiality? What obligations does a researcher have with respect to confidentiality?
How should a marketing researcher help top management better understand the functions and limitations of research?
List at least one research obligation for research participants (respondents), marketing researchers, and research clients (sponsors).
Identify a research supplier in your area, and determine what syndicated services and other functions are available to clients.
How do societal forces play a role in shaping research ethics?
Comment on the ethics of the following situations: a. A warehouse club advertises “savings up to 30 percent” after a researcher presented management with survey results suggesting store prices ranged from 5 percent above the competition to 30 percent below the average competitor prices. b. A
Go back and review the example of a researcher wishing to conduct research about consumers and tattoos discussed in the chapter. A) What ethical concepts does the example illustrate? B) Describe a way in which the research could be designed to avoid any ethical issues.
Why is marketing research such an attractive career today?
What problems do marketing research directors face in their roles as managers?
What are the managerial motivations that prove a source of conflict with marketing research?
What researcher motivations prove a source of conflict with management?
What is a cross-functional team? How is it relevant to marketing research?
Find the mission statement of at least 3 of the top research firms described earlier in the chapter (see Exhibit 4.2). What career opportunities exist at these firms? Would you consider each a small, mid-sized or large firm? How might a job with one of these firms differ from starting your own
Imagine a study being conducted by a senior manager at Apple who is interested in driving more business through iTunes. The manager’s ideas require a huge capital investment and are predicated on Apple operating systems dominating the smart phone (and tablet) market. Do some research on the
Visit some social network sites for large companies like Honda, Qantas Airlines, Target, Tesco and Marriot. Is there any evidence that they are using their Internet sites in some way to conduct a continuous online focus blog or intermittent online focus groups?
What is laddering? How might it be used in trying to understand which fast-food restaurant different segments of customers prefer?
How is a focus group outline used by a focus group moderator?
List at least four ways that recent technological advances have advanced the use of qualitative research. Explain your choices. Do you know any even newer ways that technological advancements could provide data in the form of text of picture messages? Can you think of a way that SMS text messages
Comment on the following remark by a marketing consultant: “Qualitative exploration is a tool of marketing research and a stimulant to thinking. In and by itself, however, it does not constitute market research.”
A researcher tells a manager of a wine company that he has some “cool ethnography results from Face book postings” suggesting that young consumers like the idea of plastic individual serving size bottles that could be vended or offered at the cash register. Even before the decision maker sees
Describe the term interpretive research.
What types of situations call for qualitative research?
Consider the chapter vignette. Illustrate how researchers could apply at least four different qualitative tools to the business situation described in the opening vignette.
Define probing. Describe an illustration of the way probing might reveal ideas for a new product or a product improvement in the grocery or fast-food industry.
What are the basic categories (orientations) of qualitative research?
How might ethnography be used in concept testing?
How might the following industries use an Internet social networking site for exploratory research? Search several well-known brand names on Face book. Do you see any evidence that the brands in these industries are using the site to collect data useful in qualitative research? a. Energy drinks b.
Define secondary data. What is the primary advantage of using secondary data to a marketing researcher?
What type of data source does the CIA World Fact book represent? What kind of data can one find there?
Suppose Walmart is planning on locating a new neighborhood store in downtown Richmond. Suppose the city has hired you to report on the net economic and cultural impact of allowing this Walmart in the middle of downtown. Online, you come across many cities reporting traffic statistics in downtowns
Do you believe it is ethical for an employer to mine social networking sites for personal information about employees? Does it matter if the information refers to behavior solely away from work or that is somehow tied to things done while at work? Address the same issue for a marketing research
Thinking of secondary data as advantageous, how might a bank or healthcare organization use a big data approach using secondary data to predict peak periods for loans or emergency care?
What questions should a researcher ask about secondary data in deciding whether or not the data are useful?
What factors might discourage a researcher from using a particular secondary data source?
In what ways might a researcher determine if a specific secondary data source is sufficiently reliable and valid to address a research question presuming the source does not describe the study methodology in detail?
What is model building? How does it use secondary data? What are some examples of different applications of model building in marketing research?
What would be a source for the following data? a. Population, average income, and employment rates for Oregon. b. European trends in automobile ownership c. Divorce trends in the United States d. Use of Facebook and Twitter by age and region e. Annual sales of the top ten fast-food companies f. Top
Use secondary data to learn the size of the U.S. golf market and to profile the typical golfer. Can secondary data address research questions related to changes and trends in the U.S. golf market?
Try to find the U.S. market share for the following companies using less than 30 minutes to do so: • Home Depot • Burger King • Marlboro • Google • Was this task difficult? If so, why do you think it is this difficult?
Use the Internet to learn what you can about Indonesia. a. Check the corruption index for Indonesia at www.transparency.org. b. What additional kinds of information are available from the following sources?
Go to Statistics Norway at www.ssb.no.What data, if any, can you obtain in English? What languages can be used to search this Web site? What databases might be of interest to the business researcher?
Suppose you were working for a company that wanted to start a business selling hand-made acoustic guitars that are reproductions of classic vintage guitars. Pricing is a big part of the decision. Secondary information is available via the Internet. Use eBay (ebay.com) to identify four key brands of
Visit a social networking site (assuming you can log into a site).Search for information about Starbucks. Is there anything useful that turns up in your search that could be used by Starbucks to improve their sales and overall business operations? Explain.
What is a survey? Give an example of one that you’ve recently participated in. Find an example of survey results reported in the Wall Street Journal.
A publisher offers teenage boys (aged 14–17 years old) one of four best-selling famous rock posters as an incentive for filling out a ten-page mail questionnaire about what makes a good guitar. What are the pros and cons of offering this incentive? Yes or no, should the incentive be offered
What is do-not-call legislation? What effect has it had on survey research?
Agree or disagree with this statement: Landline and mobile-phone surveys are essentially the same and can be used in the same situations with the same results.
What are the advantages and disadvantages of e-mail surveys? What are situations when they may not be appropriate?
What is a click-through rate? How is it relevant to e-mail surveys?
What is the difference between an e-mail and an Internet survey?
Evaluate the following survey designs: a. A text-message survey asking the potential respondent to indicate with yes or no responses whether they are driving or not, whether they are alone, whether they believe the roads in their area can adequately handle traffic, whether more money should be
Under what conditions might someone conducting a mail survey use an overnight courier to send questionnaires to sampling units?
What is self-selection bias? Describe it as a source of total survey error.
What type of survey approach is most likely to yield the highest response rate? What approach (es) will yield the lowest response rate? What can be done to improve response rates in e-mail and Internet surveys?
Comment on the ethics of the following situations: a. A researcher plans to use invisible ink to code questionnaires to identify respondents in a mail survey designed to get honest opinions from people who have filed to run for political office. The code will allow their identities to be known by
How might the marketing research industry take action to ensure that the public believes that landline phone surveys and door-to-door interviews are legitimate activities and that firms that misrepresent and deceive the public using marketing research as a sales ploy are not true marketing
Go to the Pew Internet and American Life page at www.pewinternet.org. Several reports based on survey research will be listed. Select one of the reports. What were the research objectives? What were the first three questions on the survey?
Do surveys tend to gather qualitative or quantitative data? What types of information are commonly measured with surveys?
What potential sources of error listed in Exhibit 7.1 might be associated with the following situations? a. In an Internet survey of frequent fliers age 50 and older, researchers conclude that price does not play a significant role in airline travel because only 25 percent of the respondents check
A sample of 14-year-old schoolchildren is asked if they have ever smoked a cigarette. The students are asked to respond orally in the presence of other students. What types of error might enter into this process?
Why is response rate a concern for survey researchers? Are there other issues that should be of greater concern?
A researcher sends out 2,000 questionnaires via e-mail and promises respondents anonymity. Fifty surveys are returned because the e-mail addresses are inaccurate. Of the 1,950 delivered questionnaires, 100 are completed and e-mailed back. However, 40 of these respondents wrote that they did not
Define interactive and non interactive survey approaches. Why might a researcher choose an interactive survey approach over a non interactive survey approach?
Suppose a firm wanted to conduct an interactive survey to predict whether to push marketing efforts aimed at families expecting their first child through Pinterest, Instagram or Facebook efforts. The researcher is considering using a single-mode approach consisting of a telephone survey. Critique
Yogi Berra, the famous, late baseball player and coach who was famous for mind-boggling sayings, said, “You can observe a lot just by watching.” How does this fit in with the definition of scientific observation?
Click-through rates for advertisements placed in websites typically are usually very, very low (1 percent or less). What types of error might exist in using click-through rate data as a measure of an advertisement’s success?
What is an artifact to a marketing researcher? How might one use artifacts to study the types of things that fans at major sporting events might be willing to purchase when attending an event? Can artifacts also be used to study ergonomics in the office? If so, how?
What are the major types of mechanical observation? What types of observations might Twitter potentially have access to that would be of interest to basic marketing researchers?
How can a marketing researcher determine if an observational data collection involving hidden cameras is ethical?
Comment on the ethics of the following situations: a. During the course of telephone calls to investors, a stockbroker records respondents’ voices when they are answering sensitive investment questions and then conducts a voice-pitch analysis. The respondents do not know that their voices are
Look back to the chapter on qualitative research and find the definition for ethnography. Why is observation such a big part of this important qualitative research approach?
What is an MRI device and how can it be used in research studying advertising effectiveness?
What are the major advantages of unobtrusive observation over other types of data collection?
William Rathje, a researcher at the University of Arizona, Department of Anthropology, has become well known for the “Garbage Project.” The project involves observational research. Use www.ask.comto find information about the garbage project at the University of Arizona. What is the name of the
Review the evidence presented regarding hand washing behaviors (or the lack thereof).Report results based on the way the data were obtained. What accounts for the differences in survey, observational and mechanical-based studies? Do a little research of your own on hand-washing and compare to the
What are the major limitations of observational data collection techniques?
What is the difference between direct and contrived observation?
What is conversation volume? What sources provide this type of data?
The chapter showed a photograph of a traffic monitoring camera. Do you think the use of these cameras to issue speeding tickets is ethical? What types of behavior might cameras like these capture that would help automobile designers produce products that better match our needs as drivers?
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