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Marketing Research 7th edition Alvin C. Burns, Ronald F. Bush - Solutions
Refer back to Table 5.2, which describes the subjects of information covered in the ACS. Imagine that you are thinking about locating very upscale restaurants in 10 different areas of the country and you want to use ACS data to help you rank different cities in terms of their market potential for
Take a look at Figure 5.1, which is an example of the use of census data. If you had only these data to review, which type of business do you think would be better suited to the market area represented by these data: a child care center or a retirement home? Why?
Describe the classification of secondary data?
What is a database, and what are the components of a database?
Describe a database that would be useful to a local pizza restaurant.
1. Based on the output from their data search, the Fulkersons have a number of variables that can be used to assess the market potential for furniture stores in each market. What are these variables?2. What is wrong with evaluating the MSAs based on the number of furniture stores already existing
1. Go to secondary data sources such as your university’s online databases. You may want to talk to your librarian or search online for the most appropriate databases for this topic. Search for some articles on “global warming” or “climate change.” Take notes on the topics that are
Define quantitative research. Define qualitative research. List the differences between these two research methods. What is pluralistic research?
Should the marketing manager client be a focus group moderator? Why or why not?
Indicate how a focus group moderator should handle each of the following cases: (a) A participant is loud and dominates the conversation; (b) a participant is obviously suffering from a cold and goes into coughing fits every few minutes; (c) two participants who, it turns out, are acquaintances,
What should be included in a report that summarizes the findings of a focus group?
Indicate the advantages and disadvantages of client interaction in the design and execution of a focus group study.
What is laddering? Discuss how it may be used in marketing research.
What is protocol analysis?
What is meant by the term projective, as in projective techniques?
Describe: (a) sentence completion, (b) word association, and (c) balloon test. Create one of each of these that might be used to test the reactions of mothers whose children are bed wetters to an absorbent underpants that their children would wear under their nightclothes.
What is ethnographic research? Discuss how a marketing researcher could get into an ethically sensitive situation using the technique.
What is physiological measurement? Give examples of two techniques.
What is meant by an “observation technique”? What is observed, and why is it recorded?
Associated Grocery Stores (AGS) has always used paper bags for sacking groceries in its chain of retail supermarkets. Management has noticed that some competitors are offering reusable bags to their customers. AGS management isn’t certain just how strongly consumers in its markets feel about
Your university is considering letting an apartment management company build an apartment complex on campus. To save money, the company proposes to build a common cooking area for every four apartments. This area would be equipped with an oven, burners, microwave oven, sink, food preparation area,
Indicate why disguised observation would be appropriate for a study on how parents discipline their children when dining out.
Describe two formats of online focus groups.
Describe at least three different uses of focus groups.
Should the members of a focus group be similar or dissimilar? Why?
Describe what a focus group company facility looks like and how a focus group would take place in one.
1. Do you think focus groups were the appropriate research method in this case, given the research objectives? What other type(s) of research might provide useful data?2. Evaluate the questions posed by the moderator in light of the research objectives (note revised wording!). (a) Are any of them
What technique identified in this chapter would help Ashley Roberts with this advertising task? Why?
List the major advantages of survey research methods over qualitative methods. Can you think of any drawbacks, and, if so, what are they?
How does a drop-off survey differ from a regular mail survey?
How does the incidence rate affect the choice of a data- collection mode?
Is a telephone interview inappropriate for a survey that has as one of its objectives a complete listing of all possible advertising media a person was exposed to in the past week? Why or why not?
NAPA Car Parts is a retail chain specializing in stocking and selling both domestic and foreign automobile parts. It is interested in learning about its customers, so the marketing director sends instructions to all 2000 store managers telling them that whenever a customer makes a purchase of $150
Discuss the feasibility of each of the types of survey mode for each of the following cases:a. Faberge, Inc. wants to test a new fragrance called “Lime Brut.”b. Kelly Services needs to determine how many businesses expect to hire temporary secretaries for those who go on vacation in the
With a telephone survey, when a potential respondent refuses to take part or is found to have changed his or her telephone number or moved away, it is customary to simply try another prospect until a completion is secured. It is not standard practice to report the number of refusals or noncontacts.
Compu-Ask Corporation has developed a stand-alone computerized interview system which can be adapted to almost any type of survey. It can fit on a personal digital assistant (PDA) -sized computer, and the respondent answers questions directly using a stylus once the interviewer has turned on the
A researcher is pondering what survey mode to use for a client who markets a home security system for apartment dwellers. The system is comprised of sensors that are pressed onto all of the windows and magnetic strips that are glued to each door. Once plugged into an electric socket and activated
Indicate the pros and cons of self-administered surveys.
What advantages do online surveys have over various types of self-administered surveys?
1. If the questionnaire is an online survey, would it be successful? Why or why not?2. If the park department uses a mail survey, what issues must be resolved? Would it be successful? Why or why not?3. If the seven hotels in the Machu Picchu area each desired to know how its customers felt about
1. If a mail survey were used, what would be the pros, cons, and special considerations associated with achieving the overriding objective of the survey?2. Many telephone data-collection companies offer national coverage. Some have centralized telephone interview facilities and some offer CATI
What is measurement? In your answer, differentiate an object from its properties, both objective and subjective.
What is a questionnaire, and what are the functions of a questionnaire?
What is meant by the statement that questionnaire design is a systematic process?
What are the four guidelines or “dos” for question wording?
What are the four “don’ts” for question wording? Describe each.
What is the purpose of a questionnaire introduction, and what things should it accomplish?
Indicate the functions of (a) screening questions, (b) warm-ups, (c) transitions, (d) “skip” questions, and (e) classification questions.
What is coding and why is it used? Relate the special coding need with “all that apply” questions.
Mike, the owner of Mike’s Market, which is a convenience store, 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
Each of the following examples listed below involves a market researcher’s need to measure some construct. Devise an appropriate scale for each one. Defend the scale in terms of its scaling assumptions, number of response categories, use or nonuse of a “no opinion” or neutral response
Harley-Davidson is the largest American motorcycle manufacturer, and it has been in business for several decades. Harley-Davidson has expanded into “signature” products such as shirts that prominently display the Harley-Davidson logo. Some people have a negative image of Harley-Davidson because
Distinguish the three measures used in marketing research.
Listed here are five different aspects of a questionnaire to be designed for the crafts guild of Maui, Hawaii. It is to be administered by personal interviewers who will intercept tourists as they are waiting at the Maui Airport in the seating areas of their departing flight gates. Indicate a
Panther Martin invents and markets various types of fishing lures. In an effort to survey the reactions of potential buyers, it hires a research company to intercept fishermen at boat launches, secure their cooperation to use a Panther Martin lure under development sometime during their fishing
How does an interval scale differ from a ratio scale?
Explain what is meant by a continuum along which a subjective property of an object can be measured.
What are the arguments for and against the inclusion of a neutral response position in a symmetric scale?
Distinguish among a Likert scale, a life-style scale, and a semantic differential scale.
What is the halo effect, and how does a researcher control for it?
Provide questions that would measure each of the following constructs:a. Brand loyaltyb. Intentions to purchasec. Importance of “value for the price”d. Attitude toward a brande. Recall of an advertisementf. Past purchases
How does reliability differ from validity? In your answer, define each term.
1. What is the demographic and rock climbing profile of Extreme Exposure's members?2. How satisfied are the members with Extreme Exposure's climbing facilities?3. How interested are its members in (a) day trips to outdoor rock climbing areas, (b) group overnight and/or extended-stay rock climbing
Go over the needed integrated case facts and information imparted to you in previous chapters and design an online survey questionnaire for Advanced Automotive Concepts.
Distinguish a nonprobability from a probability sampling method. Which one is the preferable method and why? Indicate the pros and cons associated with probability and nonprobability sampling methods.
Why is quota sampling often used with a convenience sampling method such as mall intercepts?
Provide the marketing researcher’s definitions for each of the following populations: a. Columbia House, a mail-order house specializing in movies and television DVDs and music CDs, wants to determine interest in a 12-for-1 offer on its CDs to new members. b. The manager of your student union is
Here are four populations and a potential sample frame for each one. With each pair, identify (1) members of the population who are not in the sample frame and (2) sample frame items that are not part of the population. Also, for each one, would you judge the amount of sample frame error to be
A market researcher is proposing a survey for the Big Tree Country Club, a private country club that is contemplating several changes in its layout to make the golf course of championship caliber. The researcher is considering three different sample designs as a way to draw a representative sample
A researcher has the task of estimating how many units of a new, revolutionary photocopy machine (it does not require ink cartridges and is guaranteed not to jam) will be purchased by business firms in Cleveland, Ohio for the upcoming annual sales forecast. She is going to ask about their
Honda USA is interested in learning what its 550 U.S. dealers think about a new service program Honda provided to the dealers at the beginning of last year. Honda USA wants to know if the dealers are using the program and, if so, what they like and dislike about the program. Honda USA does not want
Applebee’s Restaurants has spent several thousand dollars advertising the restaurant during the last 2 years. The company wishes to get some information about what effect the advertising has had and decides to measure TOMA (Top of Mind Awareness). A TOMA “score” for such a restaurant is the
Belk has a chain of department stores in the United States. Top management requires that each store manager collect, maintain, and respond to customer complaint letters and calls. Each store keeps a file of these complaint letters. Top management is considering establishing a more formalized method
Jetadiah Brown wants to establish a pet store, to be called “Jet’s Pets.” Jet thinks there is an opportunity in the south side of the city because he knows that many new subdivisions have been built and many families have bought homes there. Plus, he knows that there are no pet stores located
List and describe briefly each of the probability sampling methods described in the chapter.
What is meant by the term random? Explain how each of the following embodies randomness:a. “Blind draw”b. Use of random digit dialingc. Use of a computer to generate random numbers
In what ways is a systematic sample more efficient than a simple random sample? In what way is systematic sampling less representative of the population than simple random sampling?
Distinguish cluster sampling from simple random sampling. How are systematic sampling and cluster sampling related?
Differentiate one-step from two-step area sampling, and indicate when each one is preferred.
What are some alternative online sampling methods? Describe each one.
Briefly describe each of the four nonprobability sampling methods.
1. There is only one street into/out of the subdivision. The president is thinking that he can pay his teenage daughter to stand at the stop light at the entrance to the Peaceful Valley next week between the hours of 7 a.m. and 8:30 a.m. and hand out questionnaires to exiting drivers in their cars
1. Specify the population definition.2. If a probability sampling method is to be used, what would be a reasonable sample frame for:a. A telephone surveyb. A mail surveyc. An online survey3. What are the practical problems involved with drawing a simple random sample of American households
Describe each of the following methods of sample size determination and indicate a critical flaw in the use of each one.a. Using a “rule-of-thumb” percentage of the population sizeb. Using a “conventional” sample size such as the typical size pollsters usec. Using the amount in the budget
Last year, Lipton Tea Company conducted a mall-intercept study at six regional malls around the country and found that 20% of the public preferred tea over coffee as a mid-afternoon hot drink. This year, Lipton wants to have a nationwide telephone survey performed with random digit dialing. What
Allbookstores.com has a used textbook division. It buys its books in bulk from used book buyers who set up kiosks on college campuses during final exams, and it sells the used textbooks to students who log on to the allbookstores.com web site via a secured credit card transaction. The used texts
American Ceramics, Inc. (ACI) has been developing a new form of ceramic that can stand high temperatures and sustained use. Because of its improved properties, the project development engineer in charge of this project thinks that the new ceramic will compete as a substitute for the ceramics
Here are some numbers that you can use to sharpen your computational skills for sample size determination. Crest Toothpaste is reviewing plans for its annual survey of toothpaste purchasers. With each case that follows, calculate the sample size pertaining to the key variable under consideration.
The following items pertain to determining sample size when a mean is involved. Calculate the sample size for each case.
The Andrew Jergens Company markets a “spa tablet” called ActiBath, which is a carbonated moisturizing treatment for use in a bath. 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.
Donald Heel is the Microwave Oven Division Manager of Sharp Products. Don proposes a $40 cash rebate program as a means of promoting Sharp€™s new crisp-broil-and-grill microwave oven. However, Sharp€™s president wants evidence that the program would increase sales by at least 25%, so Don
Describe and provide illustrations of each of the following notions:a. Variabilityb. Confidence intervalc. Acceptable margin of sample error
What are the three fundamental considerations involved with the confidence interval approach to sample size determination?
When calculating sample size, how can a researcher decide on the level of accuracy to use? What about level of confidence? What about variability with a percentage?
Using the formulas provided in your text, determine the approximate sample sizes for each of the following cases, all with precision (allowable error) of ±5%:a. Variability of 30%, confidence level of 95%b. Variability of 60%, confidence level of 99%c. Unknown variability, confidence level of 95%
Indicate how a pilot study can help a researcher understand variability in the population.
Why is it important for the researcher and the marketing manager to discuss the accuracy level associated with the research project at hand?
What are the benefits to be gained by knowing that a proposed sample is more than 5% of the total population’s size? In what marketing situation might this be a common occurrence?
A researcher knows from experience the average costs of various data collection alternatives: Data Collection Method Cost/respondent Personal Interview..... $50 Telephone Interview..... $25 Mail Survey ........ $00 .50 (per mailing) If $2,500 is allocated in the research budget for data
1. With a desired final sample size of 250 for each region, what is the lowest total number of telephone numbers that should be purchased for each region?2. With a desired final sample size of 250 for each region, what is the highest total number of telephone numbers that should be purchased for
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