Marketing Strategy 6th edition O. C. Ferrell, Michael Hartline - Solutions

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Fisher-Price has asked you to develop a research procedure for determining which of its prototype toys is most appealing for 4- and 5-year-olds. Suggest a methodology for making this determination.
What are the biggest drawbacks of observation research?
Compare and contrast the advantages and disadvantages of observation research with those of survey research.
It has been said that “people buy things not for what they will do, but for what they mean.” Discuss this statement in relation to observation research.
You are a manufacturer of a premium brand of ice cream. You want to know more about your market share, your competitors’ pricing, and the types of outlets where your product is selling best. What kind of observation research data would you purchase? Why?
How might a mystery shopper be valuable to the following organizations: (a) JetBlue Airlines, (b) Macy’s Department Store, (c) H&R Block.
Divide the class into as many as six groups, as appropriate. Each group will have the task of recommending a test market design and addressing the associated questions for one of the following scenarios.
Discuss various methods by which extraneous causal factors can be controlled.
Discuss the alternatives to traditional test marketing. Explain their advantages and disadvantages.
Tico Taco, a national chain of Mexican fast-food restaurants, has developed the “Super Sonic Taco,” which is the largest taco in the market and sells for $1.19. Tico Taco has identified its target customers for this new product as men under 30 who are not concerned about health issues, such as
Of the primary data collection techniques available to the researcher (survey, observation, experimentation), why is the experiment the only one that can provide conclusive evidence of causal relationships? Of the various types of experiments, which type or types provide the best evidence of
What are some of the important independent variables that must be dealt with in an experiment to test consumer reaction to a pilot for a new TV series? Explain why these variables are important.
Managers of the student center at your university or college are considering three alternative brands of frozen pizza to be offered on the menu. They only want to offer one of the three and want to find out which one students prefer. Design an experiment to determine which brand of pizza the
Why are quasi-experiments much more popular in marketing research than true experiments?
How does history differ from maturation? What specific actions might you take to deal with each in an experiment?
The manufacturer of microwave ovens has designed an improved model that will reduce energy costs and cook food evenly throughout. However, this new model will increase the product’s price by 30 percent because of extra components and engineering design changes. The company wants to determine what
1. Is the test market approach the best way to tackle this problem, all things considered? Are there other viable options and, if so, what are the options? 2. Which of the experimental designs discussed in the chapter would be most feasible for this project? Why that design? 3. How many markets
Compare and contrast the semantic differential, Stapel scale, and Likert scale. Under what conditions would a researcher use each one?
The local department store in your hometown has been besieged by competition from the large national chains. What are some ways that target customers’ attitudes toward the store could be changed?
Develop a Likert scale to evaluate the parks and recreation department in your city.
Develop a purchase intent scale for students eating at the university’s cafeteria. How might the reliability and validity of this scale be measured? Why do you think purchase intent scales are so popular in commercial marketing research?
When might a researcher use a graphic rating scale rather than an itemized scale?
What is the difference between a rating and a ranking? Which is best for attitude measurement? Why?
Develop a rank-order scale for soda preferences of college students. What are the advantages and disadvantages of this type of scale?
Differentiate between the four types of measurement scales, and discuss the types of information contained in each.
How does reliability differ from validity? Give examples of each.
Give an example of a scale that would be reliable but not valid. Also give an example of a scale that would be reliable but not valid. Also give an example of a scale that would be valid but not reliable.
What are three methods of assessing reliability?
What are three methods of assessing validity?
Discuss some of the considerations in selecting a rating, ranking, or purchase intent scale.
What are some of the arguments for and against having a neutral point on a scale?
SBI (Strategic Business Insights) is a spinoff of the Stanford Research Institute. One of its most popular products is called VALS (Value, Attitude, Life Style Survey). SBI uses VALS to segment the marketplace on the basis of personality traits that drive consumer behavior. VALS is used in all
Explain the role of the questionnaire in the research process.
What do you see as the major advantages of using a field management company? What about the drawbacks?
Discuss the advantages and disadvantages of Web-based questionnaires.
How do respondents influence the design of a questionnaire? Give some examples, e.g., questionnaires designed for engineers, baseball players, Army generals, and migrant farm workers.
Discuss the advantages and disadvantages of open-ended questions and closed-ended questions.
Assume that you are developing a questionnaire about a new sandwich for McDonald’s. Use this situation to outline the procedure for designing a questionnaire.
Give examples of poor questionnaire wording and explain what is wrong with each question.
Once a questionnaire has been developed, what other factors need to be considered before putting the questionnaire into the hands of interviewers?
Why is pre-testing a questionnaire important? Are there some situations in which pre-testing is not necessary?
Design three open-ended and three closed-ended questions to measure consumers’ attitudes toward BMW automobiles.
What are some situations in which a census would be better than a sample? Why are samples usually taken rather than censuses?
Name some possible sampling frames for the following:a. Patrons of sushi barsb. Smokers of high-priced cigarsc. Snowboardersd. Owners of DVD playerse. People that have visited one or more countries in Europe in the last year.f. People who immigrated to the United States within the last two years.g.
Identify the following sample designs: a. The names of 200 patrons of a casino are drawn from a list of visitors for the last month, and a questionnaire is administered to them. b. A radio talk show host invites listeners to call in and vote yes or no on whether handguns should be banned. c. A dog
Develop a sampling plan for examining undergraduate business students’ attitudes toward Internet advertising.
Given an example of a perfect sample frame. Why is a telephone directory often not an acceptable sample frame?
Distinguish between probability and nonprobability samples. What are the advantages and disadvantages of each? Why are nonprobability samples so popular in marketing research?
Distinguish among a systematic sample, cluster sample, and stratified sample. Give examples of each.
What is the difference between a stratified sample and a quota sample?
American National Bank has 1,000 customers. The manager wishes to draw a sample of 100 customers. How would this be done using systematic sampling? What impact would it have on the technique, if any, if the list were ordered by average size of deposit?
Do you see any problem with drawing a systematic sample from a telephone book, assuming that the telephone book is an acceptable sample from for the study in question?
Describe snowball sampling. Given an example of a situation in which you might use this type of sample. Give an example of a situation in which you might use this type of sample. What are the dangers associated with this type of sample?
Throughout 2008, Knowledge Networks worked in conjunction with the Associated Press and Yahoo to repeatedly poll 2,230 people (from random telephone sampling) about likely election results and political preferences. Visit www.knowledgenetworks.com and evaluate their methodology and ultimate
1. How would you define the population of interest for the study?2. What sampling frame(s) might you use for the project?3. What procedure would you use to select a simple random sample from the sampling frame you chose above?4. Would it make sense to use a stratified sample in the situation? Why
Explain how the determination of sample size is a financial, statistical, and managerial issue.
Discuss and give examples of three methods that are used in marketing research for determining sample size.
A market researcher analyzing the fast food industry noticed the following: The average amount spent at a fast-food restaurant in California was $3.30 with a standard deviation of $0.40. Yet in Georgia, the average amount spent at a fast food restaurant was $3.25 with a standard deviation of $0.10.
Distinguish among population, sample, and sampling distributions. Why is it important to distinguish among these concepts?
What is the finite population correction factor? Why is it used? When should it be used?
Assume that previous fast food research has shown that 80 percent of the consumers like curly french fries. The researcher wishes to have an error of 6 percent or less and be 95 percent confident of an estimate to be made about curly french fry consumption from a survey. What sample size should be
You are in charge of planning a chili cook-off. You must make sure that there are plenty of samples for the patrons of the cook-off. The following standards have been set: a confidence level of 99 percent and an error of less than 4 ounces per cooking team. Last year’s cook-off had a standard
Based on a client’s requirements of a confidence interval of 99.74 percent and acceptable sampling error of 2 percent, a sample size of 500 was calculated. The cost to the client is estimated at $20,000. The client replies that the budget for this project is $17,000. What are the alternatives?
1. Show how the sampling error calculations for the posttest measures were calculated.2. If the CEO wanted to be sure that the estimates of awareness and positive image are within ±2 percent of the true value at 95 percent confidence, what is the required sample size?3. Using all the same
What is the difference between measurement validity and interview validation?
Explain the differences among the mean, median, and mode. Give an example in which the researcher might be interested in each of these measures of central tendency.
Calculate the mean, median, mode, and standard deviation from the following data set (p. 511):
Enter the following data into an Excel spreadsheet. Include the column headings (Q1, Q2, and Q3), as well as the numeric values. The definitions of the numeric values are provided at the bottom of the table. Use the Pivot Table feature in Excel (found under the Data option) to cross tabulate the
Assume that Sally Smith, an interviewer, completed 50 questionnaires. Ten of the questionnaires were validated by calling the respondents and asking them one opinion question and two demographic questions over again. One respondent claimed that his age category was 30–40 but the age category
Give an example of a skip pattern on a questionnaire. Why is it important to always follow the skip patterns correctly?
It has been said that, to some degree, coding of open-ended questions is an art. Would you agree or disagree? Why? Suppose that after coding a large number of questionnaires, the researcher notices that many responses end up in the “Other” category. What might this imply? What could be done to
Describe an intelligent data entry system. Why are data typically entered directly from the questionnaire into the data entry device?
What is the purpose of machine cleaning the data? Give some examples of how data can be machine cleaned. Do you think that machine cleaning is an expensive and unnecessary step in the data tabulation process? Why or why not?
It has been said that a cross tabulation of two variables offers the researcher more insightful information than does a one-way frequency table. Why might this be true? Give an example.
Illustrate the various alternatives for using percentages in one-way frequency tables. Explain the logic of using one alternative method over another.
1. Which theme appears to have more appeal overall? Justify your answer. 2. How does the appeal of the campaign differ between men and women? What is your basis for that conclusion? 3. Are the campaign themes equally attractive to residents of Columbus and Toledo? Why do you say that?
What purpose does regression analysis serve? Give an example of how it might be used in marketing research. How is the strength of regression measures of association determined?
What is a dummy variable? Give an example using a dummy variable.
Describe the potential problem of collinearity in regression. How might a researcher test for collinearity? If collinearity is a problem, what should the researcher do?
A sales manager examined age data, education level, a personality measure that indicated introvertedness/extrovertedness, and levels of sales attained by the company’s 120-person sales force. The technique used was regression analysis. After analyzing the data, the sales manager said, “It is
The factors produced and the result of the factor loadings from factor analysis are mathematical constructs. It is the task of the researcher to make sense out of these factors. The table lists four factors produced from a study of cable TV viewers. What label would you put on each of these
The following table shows regression coefficients for two dependent variables. The first dependent variable is willingness to spend money for cable TV. The independent variables are responses to attitudinal statements. The second dependent variable is stated desire never to allow cable TV in their
1. What would you tell Bahn about the importance of each of the predictor variables?2. What recommendations would you make to him about the type of people Custom should target, based on its interest in communicating with heavy users?
Why is it so hard to summarize results and their implications in a few pages? What considerations should guide this process? What are the roles of the research report?
Why should research reports contain executive summaries? What should be contained in an executive summary?
Describe four different ways a manager can help ensure high data quality.
What are the roles of the research report? Give examples.
Distinguish among findings, conclusions, and recommendations in a research report.
Why should research reports contain executive summaries? What should be contained in an executive summary? Discuss.
1. Larry is considering reorganizing. What should he do? 2. What are the advantages of keeping a functional organizational structure? What are the disadvantages? 3. What might he gain from a team structure? Are there any risks in moving to this form of organization? 4. What should Larry do about
1. What do you think about Mike’s labor-intensive focus on customer service? What are the advantages and disadvantages? 2. What are the advantages and disadvantages for Maxwell Research to engage in outsourcing?3. What are some key issues Maxwell needs to resolve before it signs an outsourcing
Increasing customer power is a continuing challenge to marketers in today’s economy. In what ways have you personally experienced this shift in power; either as a customer or as a business person? Is this power shift uniform across industries and markets? How so?
How concerned are you about privacy and security in today’s economy? Why do so many people, particularly younger people, seem to be unconcerned about privacy? Will these issues still be important in 10 years? Explain.
Logon to a metamediary in the automobile metamarket (e.g., www.edmunds.com, www.autos.msn.com, www.kbb.com, or www.carsdirect.com). What aspects of the car buying experience does the metamediary offer? Which aspects of the experience are missing? How does the metamediary overcome these missing
In many organizations, marketing does not have a place of importance in the organizational hierarchy. Why do you think this happens? What are the consequences for a firm that gives little importance to marketing relative to other business functions?
Defend or contradict this statement: Developing marketing strategy is more important than implementing marketing strategy because, if the strategy is flawed, its implementation doesn’t matter.
What are some of the potential difficulties in approaching strategic planning from a balanced perspective? Isn’t financial performance still the most important perspective to take in planning? Explain.
Of the three major environments in a situation analysis (internal, customer, external), which do you think is the most important in a general sense? Why? What are some situations that would make one environment more important than the others?
Understanding the motivations of a firm’s noncustomers is often just as important as understanding its customers. Look again at the reasons why an individual would not purchase a firm’s products. How can a firm reach out to noncustomers and successfully convert them into customers?
Do you think the Internet has made it easier or more difficult to collect marketing data and information? Why? How might the major data collection issues of today compare to the issues that occurred in the pre-Internet era?

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Marketing Strategy 6th edition O. C. Ferrell, Michael Hartline - Solutions

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