Marketing Research Essentials 8th edition Carl McDaniel Jr., Roger Gates - Solutions

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Marketers realize that people of the same age often exhibit very different lifestyles. Using the evidence presented in this chapter, discuss how developers of retirement housing can use older Americans’ lifestyles to more effectively segment their markets.
a. How should marketers promote products and services to working women? What appeals should they use? Explain. b. As the owner of a Saturn automobile dealership, what kinds of marketing strategies would you use to target working women?
With all the problems facing companies that go global, why are so many companies choosing to expand internationally? What are the advantages of expanding beyond the domestic market?
What is cross-cultural consumer analysis? How can a multinational company use cross-cultural research to design each factor in its marketing mix? Illustrate your answer with examples.
What are the advantages and disadvantages of global promotional strategies?
Should Head & Shoulders shampoo be sold worldwide with the same formulation? In the same package? With the same advertising theme? Explain your answers.
a. If you wanted to name a new product that would be acceptable to consumers throughout the world, what cultural factors would you consider?b. What factors might inhibit an attempt by Apple to position a new laptop computer as a world brand?
An American company is introducing a line of canned soups in Poland. (a) How should the company use cross-cultural research? (b) Should the company use the same marketing mix it uses in the United States to target Polish consumers? (c) Which, if any, marketing mix components should be designed
1. Describe how a manufacturer might use knowledge of the following product characteristics to speed up the acceptance of pocketsize cellular telephones: a. Relative advantage b. Compatibility c. Complexity d. Trialability e. Observability
Toshiba has introduced a new ultra-slim laptop computer that weighs two pounds, has a color screen, and a powerful processor, into which a full-size desktop screen and keyboard can be easily plugged. How can the company use the diffusion of innovations framework to develop promotional, pricing, and
The adopter categories of the diffusion process consist of five stages: innovators, early adopters, early majority, late majority, and laggards. As Figure 14.5 reveals the normal distribution curve from college-level statistics describes the sequence and proportion of adopter categories among the
Figure 14.8 presents a diagram of the relation of the relationship between different types of marketing-related information sources over the adoption process. What does it imply about an effective strategy of communicating with target consumers as they are going through the adoption process?
Panasonic is introducing a TV with a 60-inch wide screen that is only on inch deep and weighs a. What recommendations would you make to Panasonic regarding the initial target market for the new TV model? b. How would you identify the innovators for this product? c. Should Panasonic follow a
Create your own personal time-line for an expensive product that you or your family have recently gone through. Use Table 14.2 as a guideline.
Compare and contrast the economic, passive, cognitive, and emotional models of consumer decision making.
Define extensive problem solving, limited problem solving, and routinized response behavior. What are the differences among the three decision-making approaches? What type of decision process would you expect most consumers to follow in their first purchase of a new product or brand in each of the
How can a marketer of a very light, very powerful laptop computers use its knowledge of customers’ expectations in designing a marketing strategy?
How do consumers reduce postpurchase dissonance? How can marketers provide positive reinforcement to consumers after the purchase in order to reduce their dissonance?
The Gillette Company, which produces the highly successful Sensor shaving blade, has recently introduced a clear gel antiperspirant and deodorant for men. Identify the perceived risks associated with the purchase of this new product and outline a strategy designed to reduce these perceived risks
Is it right to advertise prescription medications directly to consumers? Why or why not?
Why is it important to study consumer ethics?
1. Explain the concept of marketing ethics and social responsibility as practiced by Toms. 2. Explain the concept of marketing research as conducted by Toms. Did Toms Shoes first scan the marketing environment in creating its strategy, or did it create its strategy and fit it to the environment?
1. With what companies does Umpqua compete? 2. What is Umpqua’s competitive advantage? 3. Do you think that Umpqua will be able to maintain this advantage in the long run? Why or why not? 4. Discuss why it is important for UMPQUA Bank to understand product specific goals as related to motivation
1. Dan Wales repeatedly mentions “cues” in explaining Wellbeing and the restaurant’s relationship with customers. Brainstorm external cues that are important to the success of the restaurant. 2. How is Wellbeing positioned in the marketplace? Which consumers does the chain target? Are its
1. (RED) is obviously focused right now in its short lifetime on the teen market – many examples of company products and marketing efforts described in the video seemed geared toward this market. Brainstorm ideas for how (RED) can expand its target market and create marketing strategy geared
1. P&G believes that if accompanied by the right marketing efforts a brand can virtually live forever. Yet, in Principles of Marketing you learned that products have a life-cycle – they mature and eventually become obsolete. Which viewpoint is correct? 2. P&G repositioned Pampers so that
1. What is IKEA’s promise of value? How does value relate to brand equity? 2. Referring to the Klippan sofa, illustrate how IKEA positions itself by delivering its promise of value to consumers. 3. Consider the price/quality relationship as related to IKEA. How does IKEA set prices? What other
1. How did GE reposition its Monogram and Profile lines? 2. Who did GE target? How did the new positioning statements for the Monogram and Profile lines affect pricing decisions?
1. What makes E*trade different from now-defunct dot-coms? 2. What has been the role of advertising at E*trade? 3. Discuss the factors in E*trade’s decision to advertise on the Super Bowl.
Discuss the ethical issues and implications touched on in the video.
1. Visit the American Express Web site (www.americanexpress.com) to learn more about the different cards that American Express offers. Discuss the target market and positioning strategies for each.2. How has American Express been able to maintain a competitive advantage throughout the many years of
1. How did the AFLAC duck build brand recognition? Does high brand recognition translate directly into greater sales for the brand? 2. Using the communication model, explain the process used by AFLAC in successfully creating phenomenal name recognition.
The role of marketing is to create exchanges. What role might marketing research play in facilitating the exchange process?
Given an example of (a) The descriptive role of marketing research, (b) The diagnostic role of marketing research, and (c) The predictive function of marketing research.
How is the Internet changing the field of marketing research?
Marketing research has traditionally been associated with manufacturers of consumer goods. Today an increasing number of organizations, both profit and nonprofit, are using marketing research. Why do you think this trend exists? Give some examples.
Explain the relationship between marketing research and the marketing concept.
Comment on the following statement by the owner of a restaurant in a downtown area: “I see customers every day whom I know on a first-name basis. I understand their likes and dislikes. If I put something on the menu and it doesn’t sell, I know that they didn’t like it. I also read the
Why is marketing research important to marketing executives? Give several reasons.
What differences might you note among marketing research conducted for (a) A retailer, (b) A consumer goods manufacturer, (c) An industrial goods manufacturer, and (d) A charitable organization?
Comment on the following: Ralph Moran is planning to invest $1.5 million in a new restaurant in Saint Louis. When he applied for a construction financing loan, the bank officers asked whether he had conducted any research. Ralph replied, “I checked on research and a marketing research company
What is meant by “return on quality”? Why do you think that the concept evolved? Give an example.
Describe three situations in which marketing research should not be undertaken. Explain why this is true.
1. How might a firm like Home Depot use this information? Would Amazon.com use the same couponing strategy as Home Depot? 2. Do you think that Home Depot might need more research before it develops a couponing strategy? If so, what does it need to know? 3. Do you think it is necessary for online
The definition of the research problem is one of the most critical steps in the research process. Why? Who should be involved in this process?
What role does exploratory research play in the market research process? How does exploratory research differ from other forms of marketing research?
Give some examples of symptoms of problems and then suggest some underlying real problems.
Give several examples of situations in which it would be better to take a census of the population rather than a sample.
Critique the following methodologies and suggest more appropriate alternatives:a. A supermarket is interested in determining its image. Cashiers drop a short questionnaire into the grocery bag of each customer prior to bagging the groceries.b. To assess the extent of its trade area, a shopping mall
You have been charged with determining how to attract more business majors to your school. Outline the steps you would take, including the sampling procedures to accomplish this task. A. Identify the problem and state the marketing research objectives. B. Create the Research Design. C. Choose
What can researchers do to increase the chances that decision makers will use the marketing research information they generate?
Explain the critical role of the research proposal.
Go to the Internet and search on “intranet + future.” Report your findings to the class.
Describe how putting research reports on the Web can benefit managers.
1. What is the management decision problem?2. Define the marketing research problem(s).3. Develop the marketing research objectives.4. Explain how a marketing researcher should use the problem definition process to answer the above questions.
Why should companies consider creating an internal marketing database? Name some types of information that might be found in this database and sources of this information.
Why has data mining become so popular with firms like United Airlines, American Express, and Ford Motor Company?
What are some of the keys to ensuring the success of an internal database?
Why are secondary data often preferred to primary data?
What pitfalls might a researcher encounter in using secondary data?
Why has behavioral targeting become so popular with marketers? Why is it controversial?
In the absence of company problems, is there any need to conduct marketing research or develop a decision support system?
What is a marketing research aggregator? What role does it play in marketing research?
What makes vendors’ websites a desirable tool for creating an internal database?
Go to www.the futurescompany.com. Explain to the class the nature and scope of the Yankelovich MONITOR. How can marketing researchers use the data from this research?
Go to the National Opinion Research Center at www.norc.uchicago.edu and describe what new reports are available for researchers.
You are interested in home building trends in the United States as your company, Whirlpool, is a major supplier of kitchen appliances. Go to www.nahb.com and describe what types of information at this site might be of interest to Whirlpool.
Go to www.claritas.com. Describe types of secondary data available at this site.
Go to www.marketresearch.com and explain what types of reports are available.
1. Is this information primary or secondary data?2. How might Gerber use this information? Would it need to follow up with primary research?3. Cite examples of how promotion may need to change to reach new mothers.4. If Disney World considers adding a new theme area to its Orlando park, what clues
What are the major differences between quantitative and qualitative research?
What are some of the possible disadvantages of using focus groups?
Create a story completion test for downloading music from the Internet.
What can the client do to get more out of focus groups?
What is the purpose of a projective test? What major factors should be considered in using a projective technique?
What are some major issues in conducting international focus groups?
Go to www.researchconnections.com. Under “Demos,” look at the information available at Virtual Focus Facility. Report your findings to the class.
1. We discussed a number of different types of qualitative research in this chapter. What type of research was conducted by Midas? 2. Could this data have been gathered by other forms of qualitative research? If so, which ones? 3. How did this form of research facilitate getting “buy-in” from
The owner of a hardware store in Eureka, California, is interested in determining the demographic characteristics of people who shop at his store versus those of people who shop at competing stores. He also wants to know what his image is relative to the competition. He would like to have the
Discuss the statement: “A mall intercept interview is representative only of people who shop in that particular mall. Therefore, only surveys that relate to shopping patterns of consumers within that mall should be conducted in a mall intercept interview.”
A colleague is arguing that the best way to conduct a study of attitudes toward city government in your community is through a mail survey because it is the cheapest method. How would you respond to your colleague? If time were not a critical factor in your decision, would your response change? Why?
Discuss the various sources of sample design error and give examples of each.
Why is it important to consider measurement error in survey research? Why is this typically not discussed in professional market research reports?
1. How might Verizon use this information? 2. This study was conducted by the Pew Research Center. What would you want to ask the Pew researchers about the data and the methods used to collect the data before purchasing the complete report? 3. What are the various survey methods that could have
Do you think that eventually all marketing research will be done on the Internet? Why or why not?
Describe some ways to recruit for online panels.
How does one avoid professional survey takers with online panels?
Is panel management a critical task for a quality online panel?
Explain the relationship between blogs and marketing research.
How can a researcher evaluate the quality of a webpage?
How can a company benefit from building an internal database from its website visitors? Is there an advantage that a Web retailer might have over a traditional store?
Discuss the advantages and disadvantages of online focus groups.
Explain the differences between real-time focus groups and asynchronous focus groups.
Do you think that a company such as Caterpillar could benefit from Web community research? Ford? United Airlines?
Discuss the popularity of online survey research. Why is it so popular?
What are some techniques for increasing survey completion rates?
1. Given the general nature of this survey, would an open panel be an acceptable source for a sample? Why or why not?2. If a researcher was going to place restrictions on who might participate in this survey, what might those be? Age was already mentioned as a qualifier.3. Could this survey have
You are charged with the responsibility of determining whether men are brand-conscious when shopping for racquetball equipment. Outline an observation research procedure for making that determination.
Describe how tracking research can benefit an online retailer.
Do you think that virtual shopping will replace other forms of marketing research? Why or why not?

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