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Marketing Research An Applied Orientation 6th edition Naresh K Malhotra - Solutions
Calculate the probability that: a. z is less than 1.48 b. z is greater than 1.90 c. z is between 1.48 and 1 d. z is between - 1.48 and 1.90
What is the value of z if: a. 60 percent of all values of z are larger b. 10 percent of all values of z are larger c. 68.26 percent of all possible z values (symmetrically distributed around the mean) are to be contained in this interval
The management of a local restaurant wants to determine the average monthly amount spent by households in restaurants. Some households in the target market do not spend anything at all. Whereas other households spend as much as $300 per month. Management wants to be 95 percent confident of the
To determine the effectiveness of the advertising campaign for a new DVD player, management would like to know what percentage of the households are aware of the new brand. The advertising agency thinks that this figure is as high as 70 percent. The management would like a 95 percent confidence
Assuming that n = 100 and N = 1,000, and σ = 5, compute the standard error of the mean with and without the finite population correction factor.
Solve previous problems I through 4 using the programs that you have developed.
Visit the Gallup organization Web site (www.gallup.com). Identify some of the surveys recently completed by the Gallup organization. What were the sample sizes in these surveys and how were they determined?
You work in the marketing research department of Burger King. Burger King has developed a new cooking process that makes the hamburgers taste better. However, before the new hamburger is introduced in the market, taste tests will be conducted. How should the sample size for these taste tests be
A major electric utility would like to determine the average amount spent per household for cooling during the summer. The management believes that a survey should be conducted. You are appointed as a consultant. What procedure would you recommend for determining the sample size? Make a
Visit a local marketing research firm. Find out how the sample sizes were determined in some recent surveys or experiments. Write a report about your findings.
"Quantitative considerations are more important than qualitative considerations in determining the sample size." Discuss as a small group.
Discuss the relative advantages and disadvantages of the confidence interval approach.
Discuss the role that marketing research can play in helping Subaru understand why its customers are devoted to the brand.
Design ordinal, interval, and ratio scales for measuring consumer preferences for various automobile brands.
Design Likert, semantic differential, and Stapel scales for measuring consumer preferences for various automobile brands.
Design a questionnaire to measure consumers' evaluation of Subaru brands.
Develop a sampling plan lor the survey of question 8. In question 8, if a survey is to be conducted to understand consumer preferences for various automobile brands, which survey method should be used and why?
If Subaru were to conduct marketing research to determine consumer willingness to purchase automobile brands in Germany, how would the research process be different?
Discuss the ethical issues involved in researching consumer willingness to purchase automobile brands.
Define an appropriate marketing research problem based on the management decision problem you have identified. Discuss briefly.
What type of research design should be adopted to investigate the marketing research problem you have identified?
In what way can Subaru make use of data from the 2000 (or 2010) U.S. Census? What are the limitations of these data? How can these limitations be overcome?
What type of data available from syndicate marketing research firms will be useful to Subaru?
If a survey is to be conducted to understand consumer preferences for various automobile brands, which survey method should be used and why?
Can Subaru make use of causal research? If yes, how?
What is validation of fieldwork? How is this done?
Describe the criteria that should be used for evaluating fieldworkers.
Describe the major sources of error related to fieldwork.
Describe the fieldwork/data-collection process.
What are the guidelines for asking questions?
How should the fieldworker terminate the interview?
What aspects are involved in the supervision of fieldworkers?
How can respondent selection problems be controlled?
Write some interviewer instructions for in-home personal interviews to be conducted by students.
Comment on the following field situations, making recommendations for corrective action. a. One of the interviewers has an excessive rate of refusals in in-home personal interviewing. b. In a CATI situation, many phone numbers are giving a busy signal during the first dialing attempt. c. An
Visit the Marketing Research Association Web site (www. mra-net.org) and examine the ethical codes relating to data collection. Write a brief report.
You are a field supervisor. Ask a fellow student to assume the role of an interviewer and another student the role of a respondent. Train the interviewer to conduct in-home personal interviews by giving a live demonstration.
Arrange a field trip to a marketing research firm or data-collection agency. Ask the fieldwork supervisor to describe the agency's fieldwork process. How does it compare to the one described in this book?
Arrange a visit to a mall intercept interviewing facility when interviews are being conducted. Observe the interviewing process. Write a report about your visit.
Discuss the impact of women's changing lifestyles on fieldwork during the last decade.
Discuss the notion of interviewer cheating. Why do interviewers cheat? How can cheating be detected and prevented?
Discuss the role of marketing research in helping Intel devise the "Intel Inside" and "Leap ahead" campaigns.
If Intel were to conduct mall-intercept interviews to determine consumer preferences for an ultra-light notebook that uses a newly designed chip, describe the fieldwork process that should be used.
Define an appropriate marketing research problem corresponding to the management decision problem you identified in question 2. In question 2 discuss the role of marketing research in helping Intel devise the "Intel Inside" and "Leap ahead" campaigns.
Intel would like to gain a better understanding of how businesses select PC and network communications products. What type of research design should be adopted?
Discuss the role of the Internet in obtaining secondary data relevant to the marketing research problem you defined in question 3.
Discuss the role of qualitative research in understanding how businesses select PC and network communications products. Which qualitative research techniques should be used and why?
If a survey is to be conducted to determine businesses' selection criteria for choosing PC and network communications products, which survey method should be used and why?
Design a questionnaire for determining businesses' selection criteria for choosing PC and network communications products.
Develop a suitable sampling plan for conducting the survey identified in question 7.
Describe the data-preparation process.
What kinds of statistical adjustments are sometimes made to the data?
Describe the weighting process. What are the reasons for weighting?
What are dummy variables? Why are such variables created?
Explain why scale transformations are made.
Which scale transformation procedure is most commonly used? Briefly describe this procedure.
What considerations are involved in selecting a data analysis strategy?
What activities are involved in the preliminary checking of questionnaires that have been returned from the field?
What is meant by editing a questionnaire?
How are unsatisfactory responses discovered in editing treated?
What is the difference between precoding and post coding?
Describe the guidelines for the coding of unstructured questions.
What does transcribing the data involve?
What kinds of consistency checks are made in cleaning the data?
What options are available for the treatment of missing data?
Develop dummy variable coding schemes for the following variables. • Sex • Marital status consisting of the following four categories: never married, now married, divorced, other (separated, widowed, etc.) • Frequency of international travel, measured as: 1. Do not travel abroad 2.
Explain how you would make consistency checks for the ques tionnaire given in problem 2 using SPSS. SAS. MINITAB. or EXCEL
Use an electronic questionnaire design and administration package such as Ci3 to program the camera preference questionnaire given in problem 2. Add one or two questions of your own. Administer the questionnaire to live students and prepare the data for analysis. Does computer administration of the
You are a project supervisor with SDR, Inc., a data analysis and consulting firm based in Atlanta. You are supervising the data preparation process for a large survey conducted for a leading manufacturer of paper towels. The data are being collected via in-home personal interviews and 1,823
You are the marketing research manger for General Electric. GE has developed a luxury refrigerator model that has several innovative features and will be sold for a premium price of $1,995. A national survey was conducted to determine consumer response to the proposed model. The data were obtained
Visit a marketing research firm or a business firm with an in-house marketing research department. Investigate the data preparation process this firm followed in a recently completed project. How does this process compare with the one described in the book?
Obtain a codebook or coding instructions used by a marketing research firm for a completed project. Examine the codebook or coding instructions carefully. Can you improve on the coding scheme followed by the firm?
As a small group, discuss the following statements. "Data preparation is a time-consuming process. In projects with severe time constraints, data preparation should be circumvented."
As a group, discuss the following: "The researcher should always use computer-assisted interviewing (CATI or CAPI) to collect the data, as these methods greatly facilitate data preparation."
Describe the procedure for computing frequencies.
What is meant by a suppressed association? How is it revealed?
Discuss the reasons for the frequent use of cross-tabulations. What are some of its limitations?
Present a classification of hypothesis-testing procedures.
Describe the general procedure for conducting a t test.
What is the major difference between parametric and nonparametric tests?
What measures of location are commonly computed?
Define the inter quartile range. What does it measure?
What is meant by the coefficient of variation?
How is the relative flatness or peakedness of a distribution measured?
What is a skewed distribution? What does it mean?
Define a spurious correlation.
In each of the following situations, indicate the statistical analysis you would conduct and the appropriate test or test statistic that should be used.a. Consumer preferences for Camay bathing soap were obtained on an 11-point Likert scale. The same consumers were then shown a commercial about
The current advertising campaign for a major soft drink brand would be changed if less than 30 percent of the consumers like it.a. Formulate the null and alternative hypotheses.b. Discuss the Type I and Type II errors that could occur in hypothesis testing.c. Which statistical test would you use?
A major department store chain is having an end-of-season sale on refrigerators. The number of refrigerators sold during this sale at a sample of 10 stores was: 80 110 0 40 70 80 100 50 80 30 a. Is there evidence that an average of more than 50 refrigerators per store were sold
In a pretest, data on Nike were obtained from 45 respondents. These data are given in the following table, which gives the usage, sex, awareness, attitude, preference, intention, and loyalty toward Nike of a sample of Nike users. Usage has been coded as 1,2, or 3, representing light, medium, or
Do the respondents have greater awareness of Nike than loyalty for Nike? 2. In a pretest, respondents were asked to express their preference for an outdoor lifestyle using a 7-point scale: 1 = not at all preferred, to 7 = greatly preferred (VI). They were also asked to indicate the importance of
You have been hired as a marketing research analyst by a major industrial marketing company in the country. Your boss, the market research manager, is a high powered statistician who does not believe in using rudimentary techniques such as frequency distributions, cross-tabulations, and simple t
Develop a questionnaire to obtain the following information from students on your campus. (a) Average amount per week spent on the consumption of soft drinks. (b) Average amount per week spent on the consumption of other nonalcoholic beverages (milk, coffee, tea, fruit juices, etc.). (c) Frequency
"Because cross-tabulation has certain basic limitations, this technique should not be used extensively in commercial marketing research." Discuss as a small group.
"Why waste time doing basic data analysis? Why not just conduct sophisticated multivariate data analysis?" Discuss.
Discuss the similarities and differences between analysis of variance and analysis of covariance.
How is the relative importance of factors measured in a balanced design?
What is an a priori contrast?
What is meant by repeated measures ANOVA? Describe the decomposition of variation in repeated measures ANOVA.
What are the differences between metric and nonmetric analyses of variance?
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