Marketing Research An Applied Orientation 6th edition Naresh K Malhotra - Solutions

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1. Which situational influences affected Claire’s decision? 2. Describe Claire’s consumer decision-making process for purchasing her new cell phone. 3. What type of decision-making qualities did Claire possess in the video? How do you compare yourself with Claire when purchasing high-ticket
1. In what ways does the “Boyne Basics” program enhance customer satisfaction? 2. How does Boyne company structure reinforce the goal of consumer satisfaction? Boyne USA Resorts has built on its customer base of sport and leisure enthusiasts to grow from a single outpost to a multi-resort,
1. Does eBay assess the entire consumption process of its consumers? Why or why not? Suggest different methods for assessing consumer satisfaction that may be useful in eBay’s case.2. How does the consumption situation differ between eBay consumers and consumers at brick-and-mortar retailers?3.
How does the expectancy/disconfirmation process work?
How does the equity theory approach to satisfaction differ from the expectancy/disconfirmation approach?
List different sources of consumer satisfaction.
What are the problems associated with measuring consumer satisfaction?
Visit a major consumer website such as www.jdpower.com. What types of ratings do they include? What descriptions do they give of their measurement process? If possible, take a survey on the website. What types of surveys do they offer?
How do consumers experience utilitarian value through consumption? How do they experience hedonic value through consumption?
How does cultural meaning influence the consumption process?
What determines a product’s authenticity? How and when does authenticity contribute to increased value?
Why is satisfaction an important concept in consumer behavior?
How are consumption, value, and satisfaction related?
Walmart’s success due to high customer satisfaction? Take a stance and explain your response.
What is the ACSI?
What is the definition of satisfaction and dissatisfaction? Why are they considered mild emotions? Explain by using a situation in which some emotion other than satisfaction motivated your behavior following a purchase.
1. Visit www.sephora.com and browse the online store. How does Sephora use the online environment to promote its products without the advantage of letting customers try before they buy? 2. Sephora is working out the details of a new loyalty program and they have asked you to give your input and
1. How does the Travelocity Guarantee reinforce brand loyalty? 2. What kind of response has Travelocity gotten from the launch of the guarantee program? Travelocity is a pioneering brand in the world of Internet travel businesses. Travelocity has maintained its brand leadership by embracing a
1. How can Avant Healthcare further leverage its brand loyalty from its HCPs to helping its business? 2. What is the importance of Avant proactively asking its HCPs about possible concerns? How does this help Avant build brand loyalty? 3. How do the international medical staffing firms that view
What are the cognitive and affective components that help shape postconsumption behavior?
For each of the following product areas, list your favorite brand and estimate the customer share you allocate to that brand: • Gasoline • Supermarkets • Phone Service • Consumer Electronics • Soft Drinks
What is relationship quality, and how does a relationship create value?
What switching costs are built into doing business with mobile phone providers, healthcare providers, Internet music services, and health clubs? Are all switching costs ethical?
Briefly research and describe Microsoft’s reasons for market share dominance with products like Microsoft Word. What role, if any, do you think switching costs played in this success?
Take a stance on this statement: Walmart’s success is based on true customer loyalty, and therefore Walmart is relatively invulnerable to competition.
List and define the behavioral outcomes of consumption.
What is the difference between complaining and negative word-of-mouth? Which one should marketers encourage, and why?
What are the different ways in which a firm can react to negative public publicity? Which way is almost always a bad response?
What are the different types of switching costs that a consumer faces? Provide examples of each from your own consumer experiences.
Explain which types of firms are most vulnerable and least vulnerable to customer defections.
Define each component of true customer loyalty.
1. Describe the unique challenges faced by companies that sell highly perishable products. 2. How does 1-800-FLOWERS meet and address those challenges? 3. What other types of distribution or product access should the company consider? Do you need to send flowers for a relative’s birthday in
1. What does Recycline feel is essential to making green products mainstream? 2. What are consumers wary of when it comes to green marketing and green companies? For an environmentally conscious consumer-product company like Recycline, it is essential that the customer understands and believes the
1. Have you ever experienced or observed cyberbullying? If so, think about the incident and how it affected members of the situation. 2. Many times, cyberbullying occurs on social networks such as Myspace.com. In light of this, are these networks good for preteen and teenage consumers? Consumers
1. Why do consumers such as Madhu, think green but not really act green? What are some of the impediments to acting green? 2. Are incentives necessary to alter consumer behavior related to reusing and recycling? Provide both pros and cons to this strategy. 3. As a green living consultant, what
1. Which sales technique discussed in Chapter 16 best describes the one used by Joel? Explain. 2. Why might Joel’s sales technique be considered manipulative? 3. In the context of this marketing situation, can the argument be made that Don is a “vulnerable” consumer? Explain. 4. Does Don have
1. What measures can consumers take to prevent becoming victims of identity theft? 2. Even though selling consumer data is a legal business practice, many people question the data-brokering practice. Is it ethical to sell consumer data for profit? 3. Will Internet identity theft stop consumers from
1. How do file-sharing and music piracy disrupt the exchange process? How have they enhanced the exchange process? 2. Do government restrictions on file-sharing activity interfere with the Consumer Bill of Rights? 3. The case provides an example of the three components of moral beliefs. Describe
What is meant by consumer misbehavior? List ways in which consumers misbehave.
What are the basic types of regulatory bodies that monitor marketing activities?
What are the major professional organizations that publish strict codes of conduct for its marketing members?
What are some of the behaviors that draw the most criticism in marketing practice?
How does deceptive advertising differ from “puffery?”
How does consumer misbehavior affect exchange?
Ask your classmates what their opinions are of the topic of marketing to children. Compare these results with the same results that you obtain from an older sample of students. How do the results compare? What differences do you find? What are your opinions about marketing to children? Do you think
How is value related to consumer misbehavior?
What is the key distinction between consumer misbehavior and consumer problem behavior?
What are some behaviors that have been researched in consumer misbehavior? What are some behaviors that have been researched in consumer problem behavior?
How do marketing ethics guide marketing decision making?
What is corporate social responsibility? Discuss.
How can a firm show that it is socially responsible?
Paul Deustche moved to Wisconsin with the hopes of growing his own food and living off the land. After buying a farm, Paul found that his values matched those of the organic farmers so he began selling milk to Organic Valley. Organic farmers are required to work the land in a more environmentally
1. Have you ever been in Fiona’s situation before? If not, do you know of anyone that has tried to return worn merchandise? What was the result? Do you feel there’s anything unethical about returning worn merchandise without any defects? 2. Explain the concept cognitive dissonance. Did Fiona
Describe the task of marketing research.
What are technical and analytical services?
List five guidelines for selecting an external marketing research supplier.
What career opportunities are available in marketing research?
Discuss three ethical issues in marketing research that relate to (I) the client, (2) the supplier, and (3) the respondent.
What is a marketing information system?
How is a DSS different from an MIS?
What decisions are made by marketing managers? How does marketing research help in making these decisions?
Define marketing research. Discuss.
Describe one classification of marketing research.
Describe the steps in the marketing research process.
How should the decision to conduct research be made?
Explain one way to classify marketing research suppliers and services.
What are syndicated services?
What is the main difference between a full-service and a limited-service supplier?
Look through recent issues of newspapers and magazines to identify five examples of problem-identification research and five examples of problem-solving research.
List one kind of marketing research that would be useful to each of the following organizations: a. Your campus bookstore b. The public transportation authority in your city c. A major department store in your area d. A restaurant located near your campus e. A zoo in a major city
Visit the Bureau of Labor Statistics at www.bls.gov. What are the employment potential for marketing researchers?
You are the research director for a major bank. You are to recruit a junior analyst who would be responsible for collecting and analyzing secondary data (data already collected by other agencies that are relevant to your operations). With a fellow student playing the role of an applicant for this
You are a project director working for a major research supplier. You have just received a telephone call from an irate respondent who believes that an interviewer has violated her privacy by calling at an inconvenient time. The respondent expresses several ethical concerns. Ask a fellow student to
What type of institutional structure is best for a marketing research department in a large business firm?
What is the ideal educational background for someone seeking a career in marketing research? Is it possible to acquire such a background?
Can ethical standards be enforced in marketing research? If so, how?
Describe the evolution of marketing research. How has the role of marketing research changed as the field has evolved?
Visit www.burkc.coni and write a report about the various marketing research services offered.
What is Burke's view of the importance of defining the marketing research problem?
What is Burke's view of the marketing research process? How does it compare with the one given in Chapter 1?
If Burke were to offer you a position as an account executive with the responsibility of providing marketing research services to P&G. would you accept this position? Why or why not?
What are the differences between research questions and hypotheses?
Is it necessary for every research project to have a set of hypotheses? Why or why not?
What are the most common forms of analytical models?
Give an example of an analytical model that includes all the three major types.
Describe a microcomputer software program that can be used to assist the researcher in defining the research problem.
Why is it important to define the marketing research problem appropriately?
What are some reasons why management is often not clear about the real problem?
What is the role of the researcher in the problem definition process?
What is a problem audit?
What is the difference between a symptom and a problem? How can a skillful researcher differentiate between the two and identify a true problem?
What are some differences between a management decision problem and a marketing research problem?
(a) What are the common types of errors encountered in defining a marketing research problem? (b) What can be done to reduce the incidence of such errors?
How are the research questions related to components of the problem?
State the research problems for each of the following management decision problems. a. Should a new product be introduced? b. Should an advertising campaign that has run for three years be changed? c. Should the in-store promotion for an existing product line be increased? d. What pricing strategy
State management decision problems for which the following research problems might provide useful information. a. Estimate the sales and market share of department stores in a certain metropolitan area. b. Determine the design features for a new product that would result in maximum market share. c.
Identify five symptoms facing marketing decision makers and a plausible cause for each one.
For the first component of the department store project, identify the relevant research questions and develop suitable hypotheses.
Suppose you are doing a project for Delta Air Lines. Identify, from secondary sources, the attributes or factors passengers consider when selecting an airline.
Select any firm. Using secondary sources, obtain information on the annual sales of the firm and the industry for the last 10 years. Use a spreadsheet package, such as Excel, or any micro computer or mainframe statistical package to develop a graphical model relating the firm's sales to the

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