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Essentials of Marketing Research 6th edition Barry J. Babin, William G. Zikmund - Solutions
What is “the right to be forgotten” movement?
What does it mean to use complementary evidence? Describe how observational data taken from a users’ smartphone browser history could be supplemented with complementary evidence to answer questions about some aspect of consumer behavior.
What are the shortcomings of this method?
Define internal validity and external validity. It’s been said that external validity decreases when internal validity is high. Do you believe that is so? Explain your answer.
The idea of non spurious association was introduced in Chapter 3. How does a confounding variable affect whether an association is spurious or non spurious?
Why is a test- market usually considered an experiment?
When is test-marketing likely to be conducted? When is it not as appropriate?
Which type of validity is most relevant to test-marketing?
What are the advantages and disadvantages of test-marketing?
A university researcher asks students to participate in an experiment that takes 4 hours to complete in the last week of a semester. Each student receives 5 points extra credit. Another researcher conducts the same experiment using Internet crowd sourced subjects paid $0.50 to participate. The
Consider the situation of a researcher approached by Captain John’s in the Research Snapshot of this chapter. a. Provide a critique of the procedures used to support the claim that Sea Snapper’s product is superior. Prepare it in a way that it could be presented as evidence in court. b. Design
Conduct a taste test involving some soft drinks with a group of friends. Pour them several ounces of three popular soft drinks and simply label the cups A, B, and C. Make sure they are blind to the actual brands. Then, let them drink as much as they want and record how much of each they drink. You
Consider the information in the chapter describing Facebook’s experiments with their own users. Do you see any evidence of such experiments going on today at Facebook, Instagram or Twitter? Would you consider Facebook’s experimentation lab or field experiments? Given the backlash Facebook
Define measurement. How is your performance in a marketing research class being measured?
Why might a researcher wish to use more than one question to measure attitude toward obtaining an Amazon Prime account?
What is an attitude? Why do businesses place so much emphasis on measuring attitudinal concepts?
Attitudes are sometimes called tri-partite, meaning they have three components. What are the three components of an attitude?
Distinguish between rating and ranking. Which is a better attitude measurement technique? Why?
Construct a Likert scale that would measure student attitudes toward constructing a new business building on campus using a forced choice approach.
What is the difference between a concept and a construct? In what ways is the definition of the term variable similar or different?
What is a fundamental weakness of a constant sum or ranking scale?
In each of the following, identify the type of scale and evaluate it:a. A U.S. representative€™s questionnaire sent to constituents:Do you favor or oppose the Fair Tax Proposal?b. How favorable are you toward the Fair Tax Proposal?c. A psychographic statement asking the respondent to circle the
What is a multi-attribute model of consumer attitudes?
Look at the table. The b columns represent belief scores for two competing products. The e column represents the evaluations of those characteristics. Compute the attitude score for each competitor and comment on the competitive positioning of each.
What are the advantages of using a slider scale?
Consider the following research questions or hypotheses. What variables need to be measured in each? a. Do consumers who spend more time and are more committed to Facebook spend more money at Amazon.com? b. What are the demographic characteristics of consumers who belong to the Power Up Rewards
What role does an operational concept definition play in planning a research project?
Describe the concept of measurement level and the four different levels of scale measurement.
Consider the different grading measuring scales described at the beginning of the chapter. Describe what level of measurement is represented by each. Which method do you think contains the least opportunity for error?
Look at the responses to the following survey items that describe how stressful consumers believed a Christmas shopping trip was using a ten-point scale ranging from 1 (= no stress at all) to 10 (= extremely stressful): a. How stressful was finding a place to park? b. How stressful was the checkout
How is it that marketing researchers can justify treating a seven-point Likert scale as interval?
Use the ACSI scores found at www.theacsi.orgto respond to this question. Using the most recent two years of data, test the following two hypotheses: a. American consumers are more satisfied with breweries than they are with wireless telephone services. b. American consumers are more satisfied with
Go to www.queendom.com/tests. Click on the lists of personality tests. Take the hostility test. Do you think this is a reliable and valid measure of how prone someone is to generally act in a hostile manner? Would it be ethical to assign prospective employees a hostility score to be used in a
What are six critical questions for a researcher in designing a questionnaire?
What advantages do Internet surveys offer in terms of order bias and survey flow?
Provide an example where a filter-item is needed to implement branching in a survey.
What is a status bar? When might a status bar be inappropriate?
[Ethics Question] Respondents have a duty to follow the survey instructions once they agree to participate? Are Internet or personal surveys better for making sure respondents maintain integrity in responding?
Define pretesting. Pretests costs time and money. How should a researcher decide if further pretesting is needed?
Evaluate and comment on the following questions, taken from several different questionnaires:
The following question was asked of a sample of television viewers:
What is the difference between a leading question and a loaded question?
What are some general guidelines for avoiding common mistakes in writing questionnaire items?
Do you think the order of the questions below might affect responses? Explain. Discuss.
When might a researcher wish to randomize both question order and the order of responses? Provide an example.
Define randomized response technique? Provide an example company that might benefit from using the technique in its marketing research.
What are some of the issues Brian should consider when designing the survey?
What types of issues can be addressed with open-ended questions and what type of issues can be addressed with fixed-alternative questions?
If you decide whether you want to see an entire movie based on a 90 second YouTube clip, are you using a sampling technique? Could this be described as a scientific sampling technique? Explain your answer.
What are pros and cons of using M-Turk crowd sourcing to provide a sample for a marketing research study? Would you advise someone trying to predict which type of appeals for energy efficient technology for new automobiles will be effective on U.S. consumers to use a sample taken from M-Turk?
What are the benefits of stratified sampling?
Provide an example of marketing research in which a sample that is truly representative of all of North America is needed. If you cannot provide an actual example, try to contrive a situation that would require such a sample. How often would such a target population be needed?
To ensure a good session, a company gathers focus group members from a list of articulate participants instead of conducting random sampling the client did not inquire about sample selection when it accepted the proposal. Is this ethical?
What is the difference between a population and a sample? What are the reasons why a sampling process is so often used in place of a census? Why is it that a population can sometimes be as accurate as, or more accurate than, a census?
Define sample, sampling unit, sampling frame and population.
Name some possible sampling frames for the following: a. An online travel agency likes Orbitz.com b. Frequent Instagram users c. Golf course greens keepers (responsible for the condition of the golf course) d. Dog owners e. Harley Davidson owners f. Tattoo wearers g. Minority-owned businesses h.
Describe the differences between a random and systematic sampling error.
What is a non-probability sample? What are some examples?
Is a convenience sample ever appropriate? Explain.
When would a researcher use a judgment, or purposive, sample?
Develop a sampling plan to study the lunch habits of undergraduate and graduate students of your university. Research questions involve who has the most market share and what are the preferred food types and price points for this particular school. Explain your choices.
What role do auxiliary variables play in inferential marketing statistics?
Define the analytical notion of metrics.
Suppose the speed limits in thirteen countries in miles per hour are as follows (see the text).What is the mean, median and mode for this data. Feel free to use your computer (statistical software or spreadsheet) to get the answer. What is the best measure of central tendency for this data?
A smart phone manufacturer surveyed 100 retail phone outlets in each of the firm’s sales regions. An analyst noticed that in the South Atlantic region the average retail price was $165 (mean) and the standard deviation was $30.However, in the Mid-Atlantic region the mean price was $170, with a
A marketing analytics professional stated that “all information in data comes from variability.” Do you agree? Why or why not?
This activity would make a good in-class assignment. Assign each student a random number. Then, randomly select eight students and ask each a small number of survey questions such as (feel free to add a few of your own): a) What is your political affiliation? b) What is your religious
Calculate a mean and standard deviation for each variable.
In the example on page 378 of research on lipstick where E = $2 and S = $29, what sample size would we require if we desired a 99 percent confidence level?
Using the formula in this chapter, a researcher determines that at the 95 percent confidence level, a sample of 2,500 is required to satisfy a client’s requirements. The researcher actually uses a sample of 1,200, however, because the client has specified a budget cap for the survey. What are the
A random number generator and other statistical information can be found at www.random.org. Flip some virtual coins. Perform twenty flips with an Aurelian coin. Perform twenty flips with a Constatius coin. Perform frequency tables for each result. What conclusion might you draw? Would the result
How does coding allow qualitative data to become useful to the researcher?
Use a Web site such as www.styledrops.com to find some prices for 4 Prada handbags, 4 Gucci handbags, 4 Yves Saint Laurent handbags, 4 Burberry handbags, and 4 Ferragamo handbags. Enter these into a spreadsheet. Using the lowest priced Prada handbag as a base, compute an index displaying the price
Describe the basic hypothesis testing procedure.
What is a p-value and how is it used?
A researcher is asked to determine whether or not a productivity objective (in dollars) of better than $75,000 per employee is possible. A productivity test is done involving 20 employees. What conclusion would you reach? The sales results are as follows:
Use the data in the following frequency table to:a. Prepare a frequency distribution of the respondents€™ agesb. Cross-tabulate the respondents€™ genders with cola preferencec. Identify any outliers
Data for the average size of a soda (in ounces) at all thirty major league baseball parks are as follows: 14, 18, 20, 16, 16, 12, 14, 16, 14, 16, 16, 16, 14, 32, 16, 20, 12, 16, 20, 12, 16, 16, 24, 16, 16, 14, 14, 12, 14, 20. Compute descriptive statistics for this variable including a box and
The following computer output (see textbook) shows a cross-tabulation of frequencies and provides frequency number (N) and row (R) percentages. a. Interpret this output including an impression about whether or not the row and column variables are related. b. Critique the way the analysis is
Go to the web site for the Chicago Cubs baseball team (chicago.cubs.mlb.com). Use either the schedule listing or the stats information to find their record in the most recent season. Create a data file with a variable indicating whether each game was won or lost and a variable indicating whether
Using the “CAR” data that accompanies the text (see Website), consider the following problem. The data describe attitudes of car owners from Germany and the United States toward their automobiles. The variable “ATT” is how much respondents like their current car (attitude), “ATTNEW” is
Interpret the following output (see the textbook for the output) examining group differences for purchase intentions. The three groups refer to consumers from three states: Florida, Minnesota and Hawaii.
Test the following hypothesis using the data summarized in the table below. Interpret your result:
Selected territories in a company’s eastern and western regions were rated for sales potential based on the company’s evaluation system. A sales manager wishes to conduct a t-test of means to determine whether there is a difference between the two regions. Conduct this test, preferably using a
Are t-tests or Z-tests used more often in marketing research? Why?
How ethical is it to do business in different countries around the world? An international organization, Transparency International, keeps track of the perception of ethical practices in different countries. Visit the Web site and search for the latest corruption indices
1. Is this form of analysis appropriate?2. Interpret the computer output and critique the analysis.3. Explore the GLM (General Linear Model) procedure in SAS or SPSS by testing a model using show_off as the dependent variable and gender as the independent variable (a fixed effect in the SPSS GLM
What are the parts of a market research report?
How does an applied market research report differ from a basic or marketing research report?
What is the difference between a basic marketing research paper and an applied market research report?
What is a pie chart? What is a bar chart? When might one be preferable over the other?
Why might a researcher create a graphic that leads a user to overestimate the size of some effect? Describe with an example.
How might a marketing researcher unintentionally distort results of an independent t-test examining brand A’s customer-satisfaction against brand B’s customer satisfaction where customer satisfaction is measured on a 0 to 100 point satisfaction scale (0 = no satisfaction to 100 = complete
Apple, Facebook, Coca-Cola, Microsoft, Wal-Mart, Pfizer, Google. Given the introduction to marketing research presented here, rank the companies based on how important you believe marketing research is to each’s success. What do you think is each firm’s operating orientation?
Find a list of the ten most popular smart phone apps at the current time. Is there anything in common among the apps? Do they indicate any trends about consumers in general or a particular segment of consumers? What is that trend? Which companies may benefit from such a trend?
Find recent examples of news articles from the most recent week involving the use of marketing research in making decisions about each element of the marketing mix. The Wall Street Journal is a good source for such stories.
Apple, Facebook, Coca-Cola, Microsoft, Wal-Mart, Pfizer, Google. Given the introduction to marketing research presented here, rank the companies based on how important you believe marketing research is to each’s success. What do you think is each firm’s operating orientation? Discuss.
Give three examples of computerized databases that are available through your college or university library.
Casually interview two consumers at least 20 years different in age. Describe to them a use of big data such as the restaurant consumer who whose server knew she had worked out before coming to the restaurant just by data produced by her smartphone. How do they react? Is either concerned about the
What is diagnostic analysis?
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