Advertising Promotion And Other Aspects Of Integrated Marketing Communications 9th Edition Terence Shimp, Craig Andrews - Solutions

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For each of the following possible sample sizes listed, calculate the associated expected cost of the panel sample and the sample error:1. 20,0002. 10,0003. 5,0004. 2,5005. 1,0006. 500
Distinguish sampling error from nonsampling error.
Your church is experiencing low attendance with its Wednesday evening Bible classes. You volunteer to design a telephone questionnaire aimed at finding out why church members are not attending these classes. Because the church has limited funds, members will be used as telephone interviewers. List
A new mall intercept company opens its offices in a nearby discount mall, and its president calls on the insurance company where you work to solicit business. It happens that your company is about to do a study on the market reaction to a new whole life insurance policy it is considering to add to
Acme Refrigerant Reclamation Company performs large-scale reclamation of contaminated refrigerants as mandated by the U.S. Environmental Protection Agency. It wishes to determine what types of companies will use this service, so the marketing director designs a questionnaire intended for telephone
Indicate what specific intentional and unintentional respondent errors are likely with each of the following surveys.a. The Centers for Disease Control sends out a mail questionnaire on attitudes and practices concerning the prevention of AIDS.b. Eyemasters has a mall-intercept survey performed to
How do you define a “completion,” and how does this definition help a researcher deal with incomplete questionnaires?
On your first day as a student marketing intern at the O-Tay Research Company, the supervisor hands you a list of yesterday€™s telephone interviewer records. She tells you to analyze them and to give her a report by 5 p.m. Well, get to it!
Because we cannot easily calculate nonsampling errors, how must the prudent researcher handle nonsampling error?
Identify different types of intentional field worker error and the controls used to minimize them. Identify different types of unintentional fieldworker error and the controls used to minimize them.
Identify different types of intentional respondent error and the controls used to minimize them. Identify different types of unintentional respondent error and the controls used to minimize them.
Define “nonresponse.” List three types of nonresponse found in surveys.
Why is it necessary to perform preliminary screening of a dataset?
What is an “exception” and what is typically done with each type of exception encountered?
1. Take the role of the marketing research projects director and draft all of the interviewer controls you believe are necessary to effect data collection comparable in quality to that gathered by a professional telephone interviewing company.2. The AMA chapter president calls the marketing
Keeping the quality of the data as a foremost concern, compare the practices of these two competing panel companies and recommend one that you think CMG research should use for the Advanced Automobile Concepts survey. Why have you selected your choice over the competitor?
Indicate what data summarization is and why it is useful.
In a survey on magazine subscriptions, respondents write in the number of magazines they subscribe to regularly. What measures of central tendency can be used? Which is the most appropriate and why?
What essential factors are taken into consideration when statistical inference takes place?
What is meant by “parameter estimation,” and what function does it perform for a researcher?
How does parameter estimation for a mean differ from that for a percentage?
List the steps in statistical hypothesis testing. List the steps in intuitive hypothesis testing. How are they similar? How are they different?
What does it mean when a researcher says that a hypothesis has been supported at the 95% confidence level?
Here are several computation practice exercises to help you identify which formulas pertain and learn how to perform the necessary calculations. In each case, perform the necessary calculations and write your answers in the column identified by a question mark.a. Determine confidence intervals for
Alamo Rent-A-Car executives believe that Alamo accounts for about 50% of all Cadilacs which are rented. To test this belief a researcher randomly identifies 20 major airports with on-site rental car lots. Observers are sent to each location and instructed to record the number of rental company
Define and differentiate each of the following:a. Descriptive analysisb. Inferential analysisc. Associative analysisd. Predictive analysise. Differences analysis
What is a measure of central tendency and what does it describe?
Describe the concept of variability, and relate how it helps in the description of responses to a particular question on a questionnaire.
Using examples, illustrate how a frequency distribution (or a percentage distribution) reveals the variability in responses to a Likert-type question in a life-style study. Use two extreme examples of much variability and little variability.
Indicate what a range is and where it should be used as an indicator of the amount of dispersion in a sample.
With explicit reference to the formula for a standard deviation, show how it measures how different respondents are from one another.
Why is the mean an inappropriate measure of central tendency in each of the following cases?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 of Miller Lite,
A convenient way to identify the response codes used in this data set is to open the SPSS file in SPSS and use the Utilities-Variables command sequence. This command will provide a window where each variable’s label, value codes, and value labels can be seen. The “measure” aspect of each
1. What is the demographic composition of the sample?2. How do respondents feel about (1) global warming and (2) gasoline emissions?3. What type of automobile model is the most desirable to people in the sample? What type is the least desirable?4. Describe the €œtraditional€ media usage of
The Circulation Manager of the Daily Advocate newspaper commissions a market research study to determine what factors underlie the circulation attrition. Specifically, the survey is designed to compare current Daily Advocate subscribers with those who have dropped their subscriptions in the past
A researcher is investigating different types of customers for a sporting goods store. In a survey, respondents have indicated how much they exercise in approximate minutes per week. These respondents have also rated the performance of the sporting goods store across 12 difference characteristics
A marketing manager of Collections, Etc, a Web-based catalog 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
What is considered to be a “small sample,” and why is this concept a concern to statisticians? To what extent do market researchers concern themselves with small samples? Why?
With regard to differences tests, briefly define and describe each of the following:a. Null hypothesisb. Sampling distributionc. Significant difference
Relate the formula and identify each formula’s components in the test of significant differences between two groups for when the question involved is.a. a “yes/no” type.b. a scale variable question.
Are the following two sample results significantly different?
When should one-way ANOVA be used and why?
When a researcher finds a significant F value in analysis of variance, why can it be considered a “green flag” device?
What is a paired-samples test? Specifically how are the samples “paired”?
1. Jeff wonders if The Hobbit’s Choice 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 The Hobbit’s Choice Restaurant, is a waterfront viewer preferred more than a
Your task is to apply appropriate differences analysis using the survey’s desirability measures in your GlobalMotors.sav SPSS dataset to determine the target market descriptions for each of the five possible automobile models:1. 1-seat all-electric2. 4-seat all-electric3. 4-seat gasoline hybrid4.
Explain the distinction between a statistical relationship and a causal relationship.
Listed below are various factors that may have relationships that are interesting to marketing managers. With each one, (1) identify the type of relationship, (2) indicate its nature or direction, and (3) specify how knowledge of the relationship could help a marketing manager in designing
Indicate the presence, nature, and strength of the relationship involving purchases of intermediate automobiles and each of the following factors:(a) Price,(b) Fabric versus leather interior,(c) Exterior color,(d) Size of rebate.
With each of the following examples, compose a reasonable statement of an association you would expect to find existing between the factors involved, and construct a stacked bar chart expressing that association.a. Wearing braces to straighten teeth by children attending expensive private schools
Below is some information about ten respondents to a mail survey concerning candy purchasing. Use SPSS to construct the four different types of cross-tabulation tables which are possible. Label each table, and indicate what you perceive to be the general relationship apparent in the data.
Morton O€™Dell is the owner of Mort€™s Diner, which is located in downtown Atlanta, Georgia. Mort€™s opened up about 12 months ago, and it has experienced success, but Mort is always worried about what food items to order as inventory on a weekly basis.
Define and provide an example for each of the following types of relationship:a. Nonmonotonicb. Monotonicc. Lineard. Curvilinear
Relate the three different aspects of a relationship between two variables.
What is a cross-tabulation? Give an example.
With respect to Chi-square analysis, describe or identify each of the following:a. r by c tableb. Frequencies tablec. Observed frequenciesd. Expected frequenciese. Chi-square distributionf. Significant associationg. Scaling assumptionsh. Row percentages versus column percentagesi. Degrees of freedom
What is meant by the term “significant correlation”?
Indicate, with the use of a scatter diagram, the general shape of the scatter of data points in each of the following cases:a. A strong positive correlationb. A weak negative correlationc. No correlationd. A correlation of -.98
1. Perform the correct analysis and interpret your findings with regard to the Hobbit’s Choice Restaurant menu, décor, and atmosphere for those people who prefer to drive less than 30 minutes to get to the restaurant.2. Do older or younger people want unusual desserts and/or unusual entrees?3.
1. Use each unique hybrid model demographic profile to determine whether or not statistically significant associations exist, and if they do, recommend the specific media vehicles for radio, newspaper, television, and magazines. Use the ZEN Motors advertising division’s preferred demographic for
Use an x-y graph to construct and explain a reasonably simple linear model for each of the following cases:a. What is the relationship between gasoline prices and distance traveled for family automobile touring vacations?b. How do hurricane force warnings relate to purchases of flashlight batteries
The Maximum Amount is a company that specializes in making fashionable clothes in large sizes for large people. Among its customers are Sinbad and Shaquille O’Neal. A survey was performed for the Maximum Amount, and a regression analysis was run on some of the data. Of interest in this analysis
Wayne LaTorte is a safety engineer who works for the U.S. Postal Service. For most of his life, Wayne has been fascinated by UFOs. He has kept records of UFO sightings in the desert areas of Arizona, California, and New Mexico over the past 15 years and he has correlated them with earthquake
Indicate what the scatter diagram and probable regression line would look like for two variables that are correlated in each of the following ways. In each instance, assume a negative intercept.a. -0.89b. +0.48c. -0.10
Explain what is meant by the independence assumption in multiple regression. How can you examine your data for independence, and what statistics are issued by most statistical analysis programs? How is this statistic interpreted? That is, what would indicate the presence of multicollinearity, and
What is multiple regression? Specifically, what is "multiple" about it, and how does the formula for multiple regression appear? In your indication of the formula, identify the various terms and also indicate the signs (positive or negative) that they may take on.
Explain what is meant by the notion of "trimming" a multiple regression result. Use the following example to illustrate your understanding of this concept. A bicycle manufacturer maintains records over 20 years of the following measured in appropriate units per year: unit sales (dependent
Using the bicycle example in question 7, what do you expect would be the elimination of variables sequence using stepwise multiple regression? Explain your reasoning with respect to the operation of this technique.
Using SPSS graphical capabilities, diagram the regression plane for the following variables.
1. What is the demographic target market definition for the Hobbit’s Choice Restaurant?2. What is the restaurant spending behavior target market definition for the Hobbit’s Choice Restaurant?3. Develop a general conceptual model of market segmentation for the Hobbit’s Choice Restaurant. Test
With each hybrid automobile model, prepare a summary that does the following:1. Lists the statistically significant independent variables (use 95% level of confidence),2. Interprets the directional of the relationship of each statistically significant independent variable with respect to the
Describe what may be in the future for report writing, based on the perspectives shared by Chris Forbes in the opening vignette.
Should you use “Method” or “Methodology” to describe how the research was conducted? Why?
Distinguish among results, conclusions, and recommendations.
When should you acknowledge you have a limitation/s in your report?
What are some elements of good style in report writing?
Discuss the relative importance of the marketing research report to other stages in the marketing research process.
Why do you think we included a discussion of ethics in preparing visuals? Can you illustrate how a visual could present data in an unethical fashion?
Go online and search for examples of marketing research reports. Or, visit your library and ask the reference librarian if any marketing research reports that have been placed in the library. Chances are good that you will be able to find several reports of various kinds. Examine the reports. What
What are the components of the marketing research report?
When should you include or omit in a letter of authorization?
When should you write a memo? When should you write a letter?
1. What should Cory consider doing with the information in this case before he actually begins to write the report? Name some specific issues Cory should address.2. Should Cory include the standard “Conclusions and Recommendations” section of the report? Why or why not?3. We are told that Cory
Using a word processing program, write several of the statements you think would be appropriate to present to the client in an oral presentation.
Explain how your college or university uses marketing communications to recruit students.
Objectives and budgets are necessarily interdependent. Explain this interdependency and provide an example to support your point.
Brand positioning and targeting also are necessarily interdependent. Explain this interdependency and provide an example to support your point.
What is the distinction between top-down (TD) and bottom-up (BU) budgeting? Why is BUTD used in companies that are more marketing oriented, whereas TDBU is found more frequently in finance-driven companies?
Why do you think that the trend in marcom budgeting is toward increased expenditures on promotions and reduced advertising spending?
Explain the concept of momentum, and offer an account as to why momentum is important for a specific brand of your choosing
Assume you are in charge of fund-raising for an organization on your campus—a social fraternity or sorority, a business fraternity, or any other suitable organization. It is your job to identify a suitable project and to manage the project’s marketing communications. For the purpose of this
What steps can marketing communicators take to allow consumers to exercise their control of when, where, and how they receive brand messages? Provide specific examples to support your answer.
Explain the meaning of 360-degree branding. What are the advantages and potential disadvantages of such a practice?
The following quote from an advertising executive appeared in the chapter in the section under key IMC feature #2: “At the end of the day, [marcom agencies] don’t deliver ads, or direct mail pieces, or PR and corporate identity programs. We deliver results.” Explain what you think this
One key feature of IMC is the emphasis on affecting behavior and not just its antecedents (such as brand awareness or favorable attitudes). For each of the following situations, indicate the specific behavior(s) that marketing communications might attempt to affect: (a) Your university’s
Assume you are in charge of advertising a product that is marketed specifically to college students. Identify seven contact methods (include no more than two forms of mass media advertising) you might use to reach this audience.
With reference to the Marcom Insight segment that opened the chapter and in view of the detailed section on brand equity later in the chapter, explain why brand awareness is a necessary but insufficient indicator of brand equity.
Describe the leveraging strategy for enhancing brand equity. Take a brand of your choice and, with application of Figure 2.5, explain how that brand could build positive associations, thereby enhancing its equity, by linking itself to (a) Places, (b) Things, (c) People, and (d) Other brands. Be
What does it mean to say that marketing communications should be directed, ultimately, at affecting behavior rather than merely enhancing equity? Provide an example to support your answer.
Why is demonstrating financial accountability an imperative for marcom practitioners?

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