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Essentials of Marketing Research 2nd edition Joseph Hair, Mary Wolfinbarger, Robert Bush, David Ortinau - Solutions
What are the differences in the main research objectives of exploratory, descriptive, and causal research designs? Which design type would be most appropriate to address the following question: “How satisfied or dissatisfied are customers with the automobile repair service offerings of the
When should a researcher use a probability sampling method rather than a non probability method?
Go to the Gallup Poll Organization’s home page at www.gallup.com. Select the “Take Poll” option and review the results by selecting the “Findings” option. After reviewing the information, outline the different phases and task steps of the information research process that might have been
If this research proposal is accepted, will it achieve the objectives of management?
Are there any other questions you believe should be included in the project?
Identify the significant changes taking place in today’s business environment that are forcing management decision makers to rethink their views of marketing research. Also discuss the potential impact that these changes might have on marketing research activities.
In the business world of the 21st Century, will it be possible to make critical marketing decisions without marketing research? Why or why not?
How are management decision makers and information researchers alike? How are they different? How might the differences be reduced between these two types of professionals?
Comment on the following statements: a. The primary responsibility for determining whether marketing research activities are necessary is that of the marketing research specialist. b. The information research process serves as a blueprint for reducing risks in making marketing decisions. c.
Design a research proposal that can be used to address the following decision problem: “Should the Marriott in Pittsburgh, Pennsylvania, reduce the quality of its towels and bedding in order to improve the profitability of the hotel’s operations?”
It is possible to design a study, collect and analyze data, and write a report without conducting a literature review. What are the dangers and drawbacks of conducting your research without doing a literature review? In your judgment, do the drawbacks outweigh the advantages? Why or why not?
Visit several of the marketing blogs listed in Exhibit 3.4. Do these blogs have any information that might be relevant to practitioners who are conducting research in the topic areas that the blogs address? Why or why not?
Using Google Scholar, identify 10 or so references that are relevant to the topic of service quality. Identify 4 or 5 that you think would be helpful to designing a survey to measure the service quality received at a restaurant. List the title of each of the studies and explain why you think they
Go to the home page of the U.S. census bureau, www.census.gov. Select the category Current Economic Indicators and browse the data provided.
What specific industry information could executives at Proctor & Gamble obtain from the Source Book of Demographics and Buying Power for Every Zip Code in the U.S.A.? How would this information improve Proctor & Gamble’s marketing strategies?
You are planning to open a coffee shop in one of two areas in your community. Conduct a secondary data search on key variables that would allow you to make a logical decision on which area is best suited for your proposed coffee shop.
Based on your experiences in college, develop a conceptual model that shows the factors that lead to your satisfaction (or dissatisfaction) with a course you are taking.
Based on your understanding of the material presented in Chapter 3 and the stated research questions above, should the owners of the Santa Fe Grill go back and restate their questions? If “no,” why not? If “yes,” why? Suggest how the research questions should be restated.
Regarding the owners’ desire to understand the interrelationships between customer satisfaction, restaurant store image, and customer loyalty, develop a set of hypotheses that might be used to investigate these interrelationships.
What characteristic separates secondary data from primary data? What are three sources of secondary data?
Explain why a company should use all potential sources of secondary data before instituting primary data collection procedures.
List the six fundamental principles used to assess the validity of secondary data.
What are the various reasons to conduct a literature review?
What should you look for in assessing whether or not an Internet resource is credible?
A researcher develops hypotheses which suggest that consumers like ads better when they (1) are truthful, (2) creative, and (3) present relevant information. Picture the conceptual model that would show these relationships. Which variables are the independent and dependent variables?
What are relationships? What is a positive relationship? What is a negative relationship? Give an example of a positive and a negative relationship.
What type of exploratory research design (observation, projective interview, in depth interview, focus group) would you suggest for each of the following situations and why?
Develop a moderator’s guide that could be used in a focus group interview to investigate the following question: “What does cool’ mean to teens and how do teens decide what products are “cool”?
Thinking about how most participants are recruited for focus groups, identify and discuss three ethical issues that the researcher and decision maker must consider when using a focus group research design to collect primary data and information.
Conduct an “in depth” interview and write a brief summary report on the following decision question: “What do students want from their education?”
Out Back Steak, Inc., is concerned about the shifting attitudes and feelings of the public toward the consumption of red meat. Chris Sullivan, CEO and co-founder of Out Back Steak, Inc., thinks that the “red meat” issues are not that important because his restaurant also serves fish and chicken
Visit QualVu.com and locate information about their video diary technique (a video and other information can be found on the site). Is this technique superior to text-based online focus groups? Why or why not? How does the online diary compare to face-to-face focus groups?
Visit Context Research Group at www.contextresearch.com. Review one of the studies that they have online. Could the research topic be addressed with surveys or focus groups? What insights, if any, do you think the researchers gained because they used ethnography rather than surveys or focus groups?
Visit Nielsen online (www.nielsen-online.com) and look for their material on Buzzmetrics. Some analysts have referred to the practice of mining CGM as being similar to conducting a focus group. Is mining CGM similar to conducting a focus group? Why or why not?
What are the major differences between quantitative and qualitative methods? What skills must a researcher have to develop and implement each type of design?
Compare and contrast the unique characteristics, main research objectives, and advantages/disadvantages of the in-depth and focus group interviewing techniques.
Explain the pros and cons of using qualitative research for each of the following situations: a. Adding carbonation to Gatorade and selling it as a true soft drink. b. Finding new consumption usages for Arm & Hammer baking soda. c. Inducing customers who have stopped shopping at Sears and return
What are the characteristics of a good focus group monitor? What is the purpose of a moderator’s guide?
Why is it important to have 6 to 12 participants in a focus group? What difficulties might exist in meeting that objective?
Why are the screening activities so important in the selection of focus group participants? Develop a screening form that would allow you to select participants for a focus group on the benefits and costs of leasing new automobiles.
What are the advantages and disadvantages of “online” focus group interviews compared to “offline” group interviews? How are focus group participants recruited and what are the common difficulties associated with recruitment?
What are the advantages and disadvantages of ethnography as compared to other qualitative techniques?
Develop a word association test that will provide some insight into the following information research question: “What are college students’ perceptions of their university’s student union?”
Develop a list of the factors used to select from person-administered, telephone-administered, self-administered, and computer assisted survey designs.
What impact, if any, will advances in telecommunications and computer technologies have on survey research practices? Support your thoughts.
Go to Kinesis Research (www.kinesissurvey.com) and view the short wireless survey demonstration video. What are the advantages and disadvantages of wireless surveys?
Comment on the ethics of the following situations: a. A researcher plans to use invisible ink to code his direct mail questionnaires to identify those respondents who return the questionnaire. b. A telephone interviewer calls at 10:00 p.m. on a Sunday and asks to conduct an interview. c. A
The store manager of a local independent grocery store thought customers might stay in the store longer if slow, easy-to-listen to music were played over the store’s intercom system. After some thought, the manager considered whether he should hire a marketing researcher to design an experiment
What was Lee Apparel Company’s overall goal for conducting such an extensive test market of its new line of jeans under the brand name “Riders”? In your opinion did the company achieve its goal? Why or why not?
Identify and explain the strengths and weaknesses associated with the test market process used by the Lee Apparel Company.
In your opinion, should the company give consideration to the development and implementation of Internet based test marketing strategies? Why or why not?
Identify and discuss the advantages and disadvantages of using quantitative survey research methods to collect primary data in marketing research.
Explain the difference between internal validity and external validity.
What are the advantages and disadvantages of field experiments?
What are three factors that affect the choice of appropriate survey method? How do these factors differ in person administered surveys as opposed to self administered surveys?
Explain why survey designs that include a trained interviewer are more appropriate than computer-assisted survey designs in situations where the task difficulty and stimuli requirements are extensive.
Explain the major differences between in-home interviews and mall-intercept interviews. Make sure you include their advantages and disadvantages.
How might measurement and design errors affect respondent errors?
Develop three recommendations to help researchers increase the response rates in direct mail and telephone administered surveys.
What is “non response”? Identify four types of non response found in surveys.
What are the advantages and disadvantages associated with “online” surveys?
How might a faulty problem definition error on the part of the researcher impact the implementation of a mail survey?
Summarize why a current telephone directory is not a good source from which to develop a sampling frame for most research studies.
How many questions should the survey contain to adequately address all possible new menu items, including the notion of introducing new cuisines?
How many new menu items can be examined on the survey? Remember, all menu possibilities should be assessed but you must have a manageable number of questions so the survey can be performed in a timely and reasonable manner. Specifically, from a list of all possible menu items that can be included
Determine the appropriate sample design. Develop a sample design proposal for the Santa Fe Grill that addresses the following: Should a probability or non-probability sample be used? Given your answer, what type of sampling design should be employed (simple random, stratified, convenience, etc.)?
Why do many research studies place heavy emphasis on correctly defining a target population rather than a total population?
Explain the relationship between sample sizes and sampling error. How does sampling error occur in survey research?
The vice president of operations at Busch Gardens knows that 70 percent of the patrons like roller-coaster rides. He wishes to have an acceptable margin of error of no more than +/- 2 percent and wants to be 95 percent confident about the attitudes toward the “Gwazi” roller coaster. What sample
Develop a semantic differential scale that can identify the perceptual profile differences between Outback Steakhouse and Longhorn Steakhouse restaurants.
Design a behavior intention scale that can answer the following research question: “To what extent are college students likely to purchase a new automobile within six months after graduating?” Discuss the potential shortcomings of your scale. Please check the one response that best expresses
For each of the listed scale measurements (A, B, and C), answer the following questions: • What type of data is being collected? • What level of scale measurement is being used? • What scaling properties are being activated in the scale? • What is the most appropriate measure of central
For each of the listed concepts or objects, design a scale measurement that would allow you to collect data on that concept / object. a. An excellent long-distance runner. b. A person’s favorite Mexican restaurant. c. Size of the listening audience for a popular country and western radio
Identify and discuss the key issues a researcher should consider when choosing a scale measurement for capturing consumers’ expressions of satisfaction?
AT&T is interested in capturing the evaluative judgments of its new wireless cell phone services. Determine and justify what service attributes should be used to capture the performance of its wireless cell phone service. Then design two scale measurements that would allow AT&T to accurately
The local Ford dealership is interested in collecting data to answer the following information research questions: “How likely are young adults to purchase a new automobile within a year after graduating from college?” Design a nominal, ordinal, interval, and ratio scale measurement that will
In your judgment, what level of scale design would be the most appropriate in creating the necessary scale measurements for collecting primary data on each construct?
For each construct, design an example of the actual scale measurement that could be used by Burke, Inc. to collect the data.
What are several weaknesses associated with how Burke, Inc. measured its Secure Customer Index (SCI)? Make sure you clearly identify each weakness and explain why you feel it is a weakness.
Do you agree or disagree with the Burke’s interpretation of the value they provide their clients using the Customer Loyalty Index? Support your response.
Among the four basic levels of scale measurements, which one provides the researcher with the most information?
What are the major differences between ordinal and interval scales?
What are the benefits and limitations of comparative scale measurements? Design a paired comparison scale that will allow you to determine brand preferences between Bud Light, Miller Lite, Coors Light, and Old Milwaukee Light beers.
Discuss the guidelines for developing cover letters. What are some of the advantages of developing good cover letters? What are some of the costs of a bad cover letter?
Using the questions asked in evaluating any questionnaire design (see Exhibit 8.5) evaluate the Santa Fe Grill Restaurant questionnaire at the end of this chapter. Write a one page assessment report.
Discuss the critical issues involved in pretesting a questionnaire.
Based on the research objectives, does the owners’ self-administered questionnaire, in its current form, correctly illustrate sound questionnaire design principles? Please explain why or why not.
Overall, is the current survey design able to capture the required data needed to address all the stated research objectives? Why or why not? If changes are needed, how would you change the survey’s design?
Evaluate the “screener” used to qualify the respondents. Are there any changes needed? Why or why not?
Redesign questions 26-29 on the survey using a rating scale that will enable you to obtain the “degree of importance” a customer might attach to each of the four listed attributes in selecting a restaurant to dine at.
Discuss the advantages and disadvantages of using unstructured (open-ended) and structured (closed-ended) questions in developing an online, self-administered survey instrument.
Explain the role of a questionnaire in the information research process. What should be the role of the client during the questionnaire development process?
What are the guidelines available for deciding the form and layout of a questionnaire.
What makes a question bad? Develop three examples of bad questions. Then, using the information in Exhibit 8.4, rewrite your examples so they could be judged good questions.
Discuss the value of a good questionnaire design.
Discuss the main benefits of including a brief introductory section in questionnaires.
Unless needed for screening purposes, why shouldn’t demographic questions be asked up front in questionnaire designs?
Compare and contrast reliability and validity in quantitative analysis with the concept of credibility used in qualitative analysis? Do you believe the concepts are really similar? Why or why not?
Let’s say your college has as a goal increasing the participation in student activities on campus. To help in this effort, you are doing an ethnographic study to better understand why students do or do not participate in student activities. How would you plan for triangulation in this study?
Ask permission from three people to analyze the content of their MySpace, Facebook, or similar site (of course, you should promise them anonymity). If the sites are extensive, you may need a plan to sample a portion of the Web site (at least 5–9 representative pages). As you go through the sites,
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