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Marketing Research An Applied Orientation 6th edition Naresh K Malhotra - Solutions
How can qualitative research be used to strengthen Nike's image? Which qualitative research technique(s) should be used and why?
Explain briefly how the topics covered in this chapter fit into the framework of the marketing research process.
What are the advantages and disadvantages of the structured-direct survey method?
Name the major modes for obtaining information via a survey.
What arc the relevant factors for evaluating which survey method is best suited to a particular research project?
What would be the most appropriate survey method for a project in which control of field force and cost are critical factors'.'
Name the types of mechanical observation and explain how they work.
Explain how content analysis could be employed in the analysis of open-ended questions. Comment on the relative advantages and disadvantages of using such a method.
Why is trace analysis used as a means of last resort?
What are the relative advantages and disadvantages of observation?
Describe a marketing research problem in which both survey and observation methods could be used for obtaining the information needed.
Collect 30 advertisements featuring women from recent issues of popular magazines. Do a content analysis of these ads to examine the different roles in which women are portrayed in advertising.
The campus food service would like to determine how many people eat in the student cafeteria. List the survey methods in which this information could be obtained. Which method is best?
Use simple spreadsheet software, such as EXCEL, or any appropriate computer program, to conduct the content analysis described in problem 2.
Locate an Internet survey. Examine the content of the questionnaire carefully. What are relative advantages and disadvantages of administering the same survey using CATI or mall-intercept interviewing?
Visit the Gallup organization's Web site at www.gallup.com. What survey methods have been used by Gallup in some of the recent surveys posted at this site? Why were these survey methods selected?
You work for a high-tech company and are asked to do a study of people's responses to your advertising. Specifically, your boss wants to know which ads in a series are especially appealing or interesting to consumers. Your recommendations will be used to determine the product's copy mix. Explain
Visit a local marketing research firm engaged in survey research. Make a tour of their CATI facilities. Write a report describing how this firm conducts CATI.
Contact a marketing research firm with mall-intercept interviewing facilities. Arrange to visit these facilities when mall-intercept interviews are being conducted. Write a report about your experience.
As a small group, discuss the ethical issues involved in disguised observation. How can such issues be addressed?
"With advances in technology, observation methods are likely to become popular." Discuss this statement as a small group.
What are consumers looking for in a coffeehouse experience? How do they view the Starbucks coffeehouse experience? How can Starbucks determine answers to these questions?
A survey is to be conducted to determine the image coffee drinkers have of Starbucks and other coffee chains. Which survey method should be used and why?
Starbucks is thinking of introducing a new gourmet coffee with a strong aroma. Can the observation method be used to determine the consumer reaction to this coffee prior to national introduction? If so, which observation method should be used?
What are the requirements for inferring a causal relationship between two variables?
What are the limitations of the Latin square design?
Compare laboratory and field experimentation.
Should descriptive research be used for investigating causal relationships? Why or why not?
What is lest marketing? What are the major types of test marketing?
What is the main difference between a standard test market and a controlled test market?
Describe how simulated test marketing works.
Differentiate between internal and external validity.
List any live extraneous variables and give an example to show how each can reduce internal validity.
Describe the various methods for controlling extraneous sources of variation.
What is the key characteristic that distinguishes true experimental designs from preexperimental designs?
List the steps involved in implementing the posttest-only control group design. Describe the design symbolically.
What is a time series experiment? When is it used?
How is a multiple time series design different from a basic time series design?
What advantages do statistical designs have over basic designs?
A pro-life group wanted to test the effectiveness of an antiabortion commercial. Two random samples, each of 250 respondents, were recruited in Atlanta. One group was shown the antiabortion commercial. Then, attitudes toward abortion were measured for respondents in both groups. a. Identify the
In the experiment just described, suppose the respondents had been selected by convenience rather than randomly. What type of design would result?
Consider the following table in which 500 respondents have been classified based on product use and income.a.Does this table indicate concomitant variation between product use and income?b.Describe the relationship between product use and income, based on the table.
State the type of experiment being conducted in the following situations. In each case, identify the potential threat to internal and external validity. a. A major distributor of office equipment is considering a new sales presentation program for its salespeople. The largest sales territory is
Describe a specific situation for which each of the following experimental designs is appropriate. Defend your reasoning. a. One-group pretest-posttest design b. Pretest-posttest control group design c. Posttest-only control group design d. Multiple time series design e. Factorial design
Survey the relevant literature and write a short paper on the role of the computer in controlled experiments in marketing research.
Design an experiment for determining the effectiveness of online coupons based on relevant information obtained from www.coupons-online.com.
Coca-Cola has developed three alternative package designs for its flagship product, Coke. Design an Internet-based experiment to determine which, if any, of these new package designs is superior to the current one.
Microsoft has developed a new version of its spreadsheet EXCEL but is not sure what the user reaction will be. Design an Internet-based experiment to determine user reaction to the new and the previous versions of EXCEL.
Explain how you would implement a posttest-only control group design on the Internet to measure the effectiveness of a new print ad for the Toyota Camry.
You are a marketing research manager for the Coca-Cola Company. The company would like to determine whether it should increase, decrease, or maintain the current level of advertising dollars spent on Coke Classic. Design a field experiment to address this issue.
What potential difficulties do you see in conducting the experiment just described? What assistance would you require from the Coca-Cola management to overcome these difficulties?
Select two different perfume advertisements for any brand of perfume. Design and conduct an experiment to determine which ad is more effective. Use a student sample with 10 students being exposed to each ad (treatment condition). Develop your own measures of advertising effectiveness in this
"Whereas one cannot prove a causal relationship by conducting an experiment, experimentation is unscientific for examining cause-and-effect relationships." Discuss this statement as a small group.
If AFLAC wants to forecast the demand for supplemental health and life insurance, what type of research design should be adopted and why?
Identify sources of syndicated data that would be useful in forecasting the demand for supplemental health and life insurance.
AFLAC wants to test a duck commercial against a nonduck commercial to determine which ad generates more favorable attitudes toward AFLAC. What type of experimental design would you recommend? Why would you recommend this type of design?
If a duck commercial is to be tested against two nonduck commercials to determine which ad generates more favorable attitudes toward AFLAC, what type of experimental design would you recommend?
Describe the constant sum scale. How is it different from the other comparative rating scales?
Describe the Q-sort methodology.
Describe the differences between a nominal and an ordinal scale.
What are the implications of having an arbitrary zero point in an interval scale?
What are the advantages of a ratio scale over an interval scale? Are these advantages significant?
What is a paired comparison?
What are the advantages and disadvantages of paired comparison scaling?
Identify the type of scale (nominal, ordinal, interval, or ratio I being used in each of the following. Please explain your reasoning. a. I like to solve crossword puzzles. Disagree Agree 1 2 3 4 5 b. How old are you?____________ C. Please rank the following activities in terms of your preference
Suppose each of the questions was administered to 100 respondents. Identify the kind of analysis that should be done for each question to summarize the results. Identify the type of scale (nominal, ordinal, interval, or ratio I being used in each of the following. Please explain your reasoning. a.
Search the Internet to identify the five top-selling automobile brands during the last calendar year. Rank-order these brands according to sales.
Marshalls and Wal-Mart are two of the stores considered in the department store project. Develop a series of paired comparison scales comparing these two stores on store image characteristics. Identify the relevant store image characteristics by visiting the Web sites of these two stores
You are a marketing research analyst with the Coca-Cola Company. After missing the mark in changing the formulation of Coke, management has become wary of taste tests. You are asked to write a technical report on the uses and limitations of taste tests and make a recommendation about whether taste
Develop three comparative (paired comparison, rank order, and constant sum) scales to measure attitude toward five popular brands of toothpaste (Crest, Colgate, Aim, Pepsodent, and Ultra Brite). Administer each scale to five of them. None of them should be administered more than one scale. Note the
"A brand could receive the highest median rank on a rank order scale of all the brands considered and still have poor sales." Discuss.
Illustrate the use of the primary type of scales in measuring consumer preferences for toothpaste brands.
If marketing research to determine consumer preferences for toothpaste brands were to be conducted in Latin America, how would the research process be different?
Discuss the ethical issues involved in researching consumer preferences for toothpaste brands.
Define an appropriate marketing research problem based on the management decision problem you have identified.
Formulate an appropriate research design to address the marketing research problem you have defined.
What type of syndicate data will be useful in addressing the marketing research problem?
Discuss the role of qualitative research in helping P&G to increase its share of the toothpaste market.
What role can causal research play in helping P&G increase its market share?
What is a semantic differential scale? For what purposes is this scale used?
Describe the true score model.
What is reliability?
What are the differences between test-retest and alternative-forms reliability?
Describe the notion of internal consistency reliability.
What is validity?
What is criterion validity? How is it assessed?
How would you assess the construct validity of a multi-item scale?
What is the relationship between reliability and validity?
How would you select a particular scaling technique?
Describe the Likert scale.
What arc the differences between the Stapel scale and the semantic differential? Which scale is more popular'.'
What are the major decisions involved in constructing an itemized rating scale?
How many scale categories should be used in an itemized rating scale? Why?
What is the difference between balanced and unbalanced scales?
Should an odd or even number of categories be used in an itemized rating scale?
What is the difference between forced and non forced scales?
How do the nature and degree of verbal description affect the response to itemized rating scales?
Develop a Likert, a semantic differential, and a Stapel scale for measuring store loyalty.
Develop a multi-item scale to measure students' attitudes toward internationalization of the management curriculum. How would you assess the reliability and validity of this scale?
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