Marketing Real People, Real Choices 4th Canadian Edition Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart, J. Brock Smith, Sylvain Charlebois, Bhupesh Shah - Solutions

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An anthropology professor over the age of 50 took a year of leave, and spent the year undercover as a student at her college. She did not take classes in her own department, but instead signed up, attended classes, took exams, and wrote papers just like any other freshmen. She lived in the dorm for
You are conducting a small-scale qualitative project about the nature of product dissatisfaction.
Using your understanding of the chapter material and the theme topics presented, reanalyze the examples given and categorize them into what you believe to the most appropriate themes.
What other possible themes, if any, could be identified from the given customer letters? Label the topics and support your choices.
How are quantitative and qualitative data analysis different?
Describe the three steps in qualitative data analysis and explain how and why these steps are iterative.
How do you build theory in qualitative analysis?
What is negative case analysis and why is it important to the credibility of qualitative analysis?
What are the different kinds of data displays? Give some specific examples of how they may be used in qualitative data analysis.
What are some of threats to drawing credible conclusions in qualitative data analysis?
What is triangulation and what is its role in qualitative analysis?
What are the various ways that credibility can be established in qualitative analysis?
Explain the importance of following the sequence for data preparation and analysis described in Exhibit 10.1.
Identify four problems a researcher might find while screening questionnaires and preparing data for analysis.
How can data tabulation help researchers better understand and report findings?
How would you improve the Deli Depot survey and questionnaire?
What are the competitive advantages and disadvantages of Deli Depot over Subway?
Briefly describe the process of data validation. Specifically discuss the issues of fraud, screening, procedure, completeness, and courtesy.
What are the differences between data validation, data editing, and data coding?
Explain the differences between establishing codes for open-ended questions and for closed-ended questions.
Briefly describe the process of data entry. What changes in technology have simplified this procedure?
What is the purpose of a simple one-way tabulation? How does this relate to a one-way frequency table?
The measures of central tendency discussed in this chapter are designed to reveal information about the center of a distribution of values. Measures of dispersion provide information about the spread of all the values in a distribution around the center values. Assume you were conducting an opinion
If you were interested in finding out whether or not young adults (21 - 34 years old) are more likely to buy products online than older adults (35 or more years old), how would you phrase your null hypothesis? What is the implicit alternative hypothesis accompanying your null hypothesis?
The level of significance (alpha) associated with testing a null hypothesis is also referred to as the probability of a Type I error. Alpha is the probability of rejecting the null hypothesis on the basis of your sample data when it is, in fact, true for the population you are interested in. Since
Analysis of variance (ANOVA) allows you to test for the statistical difference between two or more means. Typically, there are more than two means tested. If the ANOVA results for a set of data reveal that the four means that were compared are significantly different from each other, how would you
Nike, Reebok, and Converse are strong competitors in the athletic shoe market. The three use different advertising and marketing strategies to appeal to their target markets. Use one of the search engines on the Internet to identify information on this market. Go to the Web sites for these three
Form a team of three to four students in your class. Select one or two local franchises to conduct a survey on, such as Subway or McDonald’s. Design a brief survey (10-11 questions) including questions like rating on quality of food, speed of service, knowledge of employees, attitudes of
Using SPSS and the Santa Fe Grill database, provide frequencies, means, modes, and medians for the relevant variables on the questionnaire. The actual questionnaire is presented in Chapters 10 and 12. In addition, develop bar charts and pie charts where appropriate for the data you analyzed. Run an
SPSS EXERCISE: Review the Marketing Research in Action case for this chapter. There were three restaurant competitors - Remington’s, Outback, and Longhorn. Results for a one-way ANOVA of the restaurant image variable were provided. Now run post hoc ANOVA follow-up tests to see where the group
What are other areas of improvement for Remington’s?
Run post hoc ANOVA tests between the competitor groups. What additional problems or challenges does this reveal?
What new marketing strategies would you suggest?
Explain the difference between the mean, the median, and the mode.
Why and how would you use Chi-square and t-tests in hypothesis testing?
Why and when would you want to use ANOVA in marketing research?
What will ANOVA tests not tell you, and how can you overcome this problem?
Regression and correlation analysis both describe the strength of linear relationships between variables. Consider the concepts of education and income. Many people would say these two variables are related in a linear fashion. As education increases, income usually increases (although not
Is it possible to conduct a regression analysis on two variables and obtain a significant regression equation (significant F ratio), but still have a low r2? What does the r2 statistic measure? How can you have a low r2 yet still get a statistically significant F ratio for the overall regression
The ordinary least squares (OLS) procedure commonly used in regression produces a line of “best fit” for the data to which it is applied. How would you define best fit in regression analysis? What is there about the procedure that guarantees a best fit to the data? What assumptions about the
When multiple independent variables are used to predict a dependent variable in multiple regression, multicollinearity among the independent variables is often a concern. What is the main problem caused by high multicollinearity among the independent variables in a multiple regression equation? Can
Santa Fe Grill owners believe one of their competitive advantages is that the restaurant is a fun place to eat. Use the Santa Fe Grill database and run a bivariate correlation analysis between X 13 –Fun Place to Eat and X22 –Satisfaction to test this hypothesis. Could this hypothesis be further
Will the results of this regression model be useful to the QualKote Plant manager? If yes, how?
Which independent variables are helpful in predicting A36 - Customer Satisfaction?
How would the manager interpret the mean values for the variables reported in Exhibit 12.14?
What other regression model might be examined with the questions from this survey?
Explain the difference between testing for significant differences and testing for association.
Explain the difference between association and causation.
What is covariation? How does it differ from correlation?
What is regression analysis? When would you use it?
What problems do you see with the questionnaire?
What are the primary objectives of the marketing research report? Briefly discuss each objective and why they are so important.
What is the primary purpose of the research methods-and-procedures section of a marketing research report?
Why are conclusions and recommendations included in a marketing research report?
What are the common problems associated with the marketing research report?
Why is it important to explain limitations in your marketing research report?
Where do marketers work and what role does marketing play in the firm?
List and describe the elements of the marketing mix.
Briefly, explain what marketing is.
Explain needs, wants, and demands. What is the role of marketing in each of these?
What is value? How does marketing create different types of value?
Trace the evolution of the marketing concept.
Define the terms consumer goods, services, and industrial goods.
To what does the lifetime value of the customer refer, and how is it calculated?
What does it mean a firm to have a competitive advantage? What gives a firm a competitive advantage?
What is involved in marketing planning?
What is strategic, functional, and operational planning? How does strategic planning differ at the corporate and the SBU levels?
Give several examples of marketing metrics. How might a marketer use each metric to track progress of some important element of a marketing plan?
What is corporate culture? What are some ways that the corporate culture of one organization might differ from that of another? How does corporate culture affect marketing decision-making?
Why is it essential, even in firms with a strong corporate culture, to have a written Code of Ethics? What are some important potential negative consequences of not formalizing a Code of Ethics in written form?
What is a mission statement? What is a SWOT analysis? What role do these play in the planning process?
What is a strategic business unit (SBU)? How do firms use the Boston Consulting Group model for portfolio analysis in planning for their SBUs?
Describe the four business growth strategies: market penetration, product development, market development, and diversification.
Explain the steps in the marketing planning process.
What are the elements of a formal marketing plan?
What is an action plan? Why actions are plans such an important part of marketing planning? Why is it so important for marketers to break the implementation of a marketing plan down into individual elements through action plans?
What is return on marketing investment (ROMI)? How does considering marketing as an investment instead of an expense affect a firm?
What are the strategic issues and considerations that Michel Bendayan should take into consideration when deciding how to enter the Japanese market? Conduct situational and SWOT analyses to identify these issues and considerations.
What market entry strategy would you recommend for Mega Blokes? Of the distribution alternatives presented, which makes most sense to you and why?
What product strategy would you recommend for Mega Bloks? Of the product line alternatives presented, which makes most sense to you and why?
Does the addition of vitamins and minerals to existing food present a viable marketing opportunity? Is there a market for fortified food? Does fortified food add value to an existing product? To which target market(s) would you direct your product?
What are the pros and cons of introducing a fortified product into the marketplace? Is there a need for more nutrients in the average Canadian diet? Are fortified foods a response to a real need or just a marketing gimmick?
What is the difference between a need and a want? Does fortified food represent a need or a want?
What is the marketing information system (MIS)? What types of information are included in a marketing information system? How does a marketing decision support system (MDSS) allow marketers to easily get the information they need?
What important issues must researchers consider when planning to collect their data online?
What is data mining? How do marketers use it?
What are the steps in the marketing research process? Why is defining the problem to be researched so important to ultimate success with the research project?
What techniques are used to gather data in exploratory research? How can exploratory research be useful to marketers?
When considering data quality, what are the differences among validity, reliability, and representativeness? How do you know data have high levels of these characteristics?
How do probability and non probability samples differ? What are some types of probability samples? What are some types of non probability samples?
What is a cross tabulation? How are cross tabulations useful in analyzing and interpreting data?
What is a cookie? What ethical and privacy issues are related to cookies?
What is the decision facing IMMI?
What factors are important in understanding this decision situation?
What are the alternatives?
What is consumer behaviour? Why is it important for marketers to understand consumer behaviour?
What are cultures, subcultures, and micro cultures? How do culture, subcultures, and micro cultures influence consumer behaviour? What is the significance of social class to marketers?
What are reference groups, and how do they influence consumers? What are opinion leaders?
What are gender roles? How do metrosexuals differ from other male consumers?
What is consumerism? What is environmentalism? How do firms respond to these social movements?

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Marketing Real People, Real Choices 4th Canadian Edition Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart, J. Brock Smith, Sylvain Charlebois, Bhupesh Shah - Solutions

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