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Marketing Research An Applied Orientation 6th edition Naresh K Malhotra - Solutions
Visit the Web sites of competing sneaker brands (e.g., Nike, Reebok, and New Balance). From an analysis of information available at these sites, determine the factors of the choice criteria used by consumers in selecting a sneaker brand.
Bank of America wants to know how it can increase its market share and has hired you as a consultant. Read the 10-K reports for Bank of America and three competing banks at www.sec.gov/ edgar.shtml and analyze the environmental context of the problem.
Ask a fellow student to play the role of decision maker (DM) for a local soft drink firm contemplating the introduction of a lemon-lime soft drink. This product would be positioned as a "change of pace" soft drink to be consumed by all soft drink users, including heavy cola drinkers. You act the
You are Vice President of Marketing for American Airlines and would like to increase your share of the business market. Make a list of relevant objectives for American Airlines. As the DM, what are your personal objectives?
Set up an appointment and visit the campus bookstore, a restaurant, or any business located on or near the university campus. Hold discussions with the decision maker. Can you identify a marketing research problem which could be fruitfully addressed?
Consider the field trip described in (1). For the problem you have defined, develop an analytical model, research question, and the appropriate hypotheses. Discuss these with the decision maker you visited earlier. Set up an appointment and visit a bookstore, a restaurant, or any business located
Form a small group of five or six people to discuss the following statement: "Correct identification and appropriate definition of the marketing research problem are more crucial to the success of a marketing research project than sophisticated research techniques." Did your group arrive at a
We are all aware that the Coca-Cola Company changed its flagship brand of 99 years to New Coke and subsequently returned to the old favorite, Coca-Cola Classic. Working in a group of four, read as much material as you can on this "marketing bungle." Identify the decision problem the Coke management
Form a different group of five or six to discuss the following: "Theoretical research and applied research should not be mixed. Hence, it is wrong to insist that the approach to an applied marketing research problem be grounded in theory."
Discuss the role of marketing research in helping Andersen Consulting select a new name (Accenture).
Define Accenture's target market. Discuss the role of marketing research in helping Accenture understand the needs of its target customers.
Define a suitable marketing research problem corresponding to the management decision problem that you identified in question 3. In question 3 Accenture would like to increase preference and loyalty to its services. Describe the management decision problem.
Develop a graphical model explaining how a Fortune 500 firm would select a consulting organization.
Develop two research questions, each with two hypotheses; based on the marketing research problem you defined in question 4. In question 4 Accenture would like to increase preference and loyalty to its services. Describe the management decision problem.
Define research design in your own words.
What is the relationship among exploratory, descriptive, and causal research?
List the major components of a research design.
What potential sources of error can affect a research design?
Why is it important to minimize total error rather than any particular source of error?
How does formulating a research design differ from developing an approach to a problem?
Differentiate between exploratory and conclusive research.
What are the major purposes for which descriptive research is conducted?
List the six Ws of descriptive research and give an example of each.
Compare and contrast cross-sectional and longitudinal designs.
Describe cohort analysis. Why is it of special interest?
Discuss the advantages and disadvantages of panels.
What is a causal research design? What is its purpose?
Sweet Cookies is planning to launch a new line of cookies and wants to assess the market size. The cookies have a mixed chocolate-pineapple flavor and will be targeted at the premium end of the market. Discuss the six Ways of a descriptive research design that may be adopted.
Express each of the following types of error as an equation: a. Total error b. Random sampling error c. Non response error d. Response error
Welcome Inc. is a chain of fast-food restaurants located in major metropolitan areas in the South. Sales have been growing very slowly for the last two years. Management has decided to add some new items to the menu, but first they want to know more about their customers and their preferences. a.
You are conducting an image study for Carnival Cruise Lines. As part of exploratory research, analyze the messages posted to the newsgroup rec.travel.cruises to determine the factors that consumers use in evaluating cruise companies.
Assume the role of marketing manager of Sweet Cookies, Inc., and have your partner assume the role of a researcher hired by the firm (see Problem # 1). Discuss the issue and formulate the appropriate: (a) Management problem (b) Research problem (c) Research design
You are a manager in charge of a marketing research project. Your goal is to determine what effects different levels of advertising have on consumption behavior. Based on the results of the project you will recommend the amount of money to be budgeted for advertising different products next year.
Contact a few marketing research organizations and ask them about the kind of research designs they have used during the last year and the nature of the problems addressed. Write a report on your findings.
"If the research budget is limited, exploratory research can be dispensed with." Discuss this quote.
As a small group, discuss the following statement: "The researcher should always attempt to develop an optimal design for every marketing research project."
"There are many potential sources of error in a research project. It is impossible to control all of them. Hence, marketing research contains many errors and we cannot be confident of the findings." Discuss these statements as a small group. Did your group arrive at a consensus?
Football is a male-dominated sport. Discuss the role that marketing research can play in helping the NIL more effectively market the league to women.
What is the main competition faced by the NFL?
Define an appropriate marketing research problem corresponding to the management decision problem in question 2.
Develop three appropriate research questions, each with suitable hypotheses.
What are the differences between primary and secondary data?
List and describe the various syndicated sources of secondary data.
What is the nature of information collected by surveys?
How can surveys be classified?
Explain what a panel is. What is the difference between purchase panels and media panels?
What are relative advantages of purchase and media panels over surveys?
What kinds of data can be gathered through electronic scanner services?
Describe the uses of scanner data.
What is an audit? I Miscues the uses, advantages, and disadvantages of audits.
Describe the information provided by industrial services.
Why is it important to obtain secondary data before primary data?
Differentiate between internal and external secondary data.
What are the advantages of secondary data?
What are the disadvantages of secondary data?
What are the criteria to be used when evaluating secondary data?
List the various sources of published secondary data.
What are the different forms of computerized databases?
What are the advantages of computerized databases?
Visit www.census.gov/statab. Use State Rankings and Vital Statistics to identify the top six states for marketing products to the elderly.
Visit www.npd.com and write a description of the panels maintained by NPD.
Visit www.nielsen.com and write a report about the various services ottered by Nielsen.
You are the marketing research manager of a local bank. Management has asked you to assess the demand potential for checking accounts in your metropolitan area. What sources of secondary data should you consult? What kind of information would you expect to obtain from each source? Ask a group of
You are the group product manager for Procter and Gamble in charge of laundry detergents. How would you make use of information available from a store audit? Ask another student to play the role of Vice President of Marketing. Explain to your boss the value of store audit information related to
Make a trip to your local library. Write a report explaining how you would use the library to collect secondary data for a marketing research project assessing the demand potential for Cross soft-tip pens. Please be specific.
Discuss the significance and limitations of the government census data as a major source of secondary data.
Discuss the growing use of computerized databases.
Discuss how the Nielsen TV ratings can affect the price advertisers pay for a commercial broadcast during a particular time.
Define the marketing research problem corresponding to the management decision problem you have defined in question I.
What type of research design should be adopted? Why?
Describe the sources of secondary data that would be helpful in determining consumer preferences for health care facilities.
What are the primary differences between qualitative and quantitative research techniques?
What is the conference call technique? What are the advantages and disadvantages of this technique?
What is a depth interview? Under what circumstances is it preferable to focus groups?
What are the major advantages of depth interviews?
What are projective techniques? What are the four types of projective techniques?
Describe the term association technique. Give an example of a situation in which this technique is especially useful.
What is qualitative research and how is it conducted?
Differentiate between direct and indirect qualitative research. Give an example of each.
Why is the focus group the most popular qualitative research technique?
Why is the focus group moderator so important in obtaining quality results.
What are some key qualifications of focus group moderators?
Why should the researcher guard against using professional respondents?
Give two ways in which focus groups can be misused.
What is the difference between a dual moderator and a dueling-moderator group?
Following the methods outlined in the text, develop a plan for conducting a focus group to determine consumers' attitudes toward and preferences for imported automobiles. Specify the objectives of the focus group, write a screening questionnaire, and develop a moderator's outline.
Suppose Baskin Robbins wants to know why some people do not eat ice cream regularly. Develop a cartoon test for this purpose.
The Coca-Cola Company has asked you to conduct Internet focus groups with heavy users of soft drinks. Explain how you would identify and recruit such respondents.
Could a depth interview be conducted via the Internet? What are the advantages and disadvantages of this procedure over conventional depth interviews?
Visit the Web site of the Qualitative Research Consultants Association (www.qrca.org). Write a report about the current state of the art in qualitative research.
Tennis magazine would like to recruit participants for online focus groups. How would you make use of a newsgroup (Usenet: rec.sport.tennis) to recruit participants?
You are a marketing research consultant hired to organize focus groups for an innovative German-style fast food restaurant. What kind of people would you select to participate in focus groups? What screening criteria would you use? What questions would you ask?
As a marketing researcher, persuade your boss (a fellow student) not to bypass quantitative research once the qualitative research has been conducted.
The campus athletic center is trying to determine why more students do not use its facilities. Conduct a series of focus groups to determine what could be done to attract more students to the athletic center. Based on the focus group results, generate the relevant hypotheses.
A cosmetics firm would like to increase its penetration of the female researcher market. It hires you as a consultant to obtain an understanding and preliminary insights into the attitudes, purchases, and use of cosmetics by female researcher. Conduct at least five depth interviews. Employ the
In a group of five or six, discuss whether qualitative research is scientific.
If the focus group findings confirm prior expectations, the client should dispense with quantitative research. Discuss this statement in a small group.
As a small group of five or six, discuss the following statement: "Quantitative research is more important than qualitative research because it results in statistical information and conclusive findings."
Define an appropriate marketing research problem corresponding to the management decision problem you have identified.
Develop a graphical model explaining consumers' selection of a brand of athletic shoes.
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