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Marketing Research An Applied Orientation 6th edition Naresh K Malhotra - Solutions
Why is the average linkage method usually preferred to single linkage and complete linkage?
What are the two major disadvantages of nonhierarchical clustering procedures?
What guidelines are available for deciding on the number of clusters'?
What is involved in the interpretation of clusters?
Are the following statements true or false?a. Hierarchical and nonhierarchical clustering methods always produce different results.b. One should always standardize data before performing cluster analysis.c. Small distance coefficients in the agglomeration schedule imply that dissimilar cases are
Analyze the data using the following hierarchical methods: (a) single linkage (nearest neighbor), (b) complete linkage (furthest neighbor), and (c) method of centroids. Use SPSS, SAS, or MINITAB. Compare your results?
Conduct the following analysis on the Nike data given in Internet and Computer Exercises 1 of Chapter 15. Consider only the following variables: awareness, attitude, preference, intention, and loyalty toward Nike. a. Cluster the respondents based on the identified variables using hierarchical
Conduct the following analysis on the outdoor lifestyle data given in Internet and Computer Exercises 2 of Chapter 15. Consider only the following variables: the importance attached to enjoying nature, relating to the weather, and living in harmony with the environment, exercising regularly, and
Conduct the following analysis on the sneakers data given in Internet and Computer Exercises 3 of Chapter 17. Consider only the following variables: evaluations of the sneakers on comfort (V2), style (V3), and durability (V4). a. Cluster the respondents based on the identified variables using
You have been hired as a marketing research analyst by P&G. Your boss, the market manager, is wondering whether the market for toothpaste can be segmented based on the benefits consumers seek while buying toothpaste. Explain to your boss (a student in your class) the analysis that you would conduct.
As a marketing research consultant to a major airline, you must determine consumers' attitudes toward airlines and flying. Construct a 15-item scale for this purpose. In a group of five students, obtain data on this scale and standard demographic characteristics from 50 male or female heads of
As a small group, discuss the role of cluster analysis in analyzing marketing research data. Emphasize the ways in which cluster analysis can be used in conjunction with other data analysis procedures.
What is involved in formulating a conjoint analysis problem?
Describe the full-profile approach to constructing stimuli in conjoint analysis.
Describe the pair wise approach to constructing stimuli in conjoint analysis.
How can regression analysis be used for analyzing conjoint data?
Graphically illustrate what is meant by part-worth functions.
What procedures are available for assessing the reliability and validity of conjoint analysis results?
Briefly describe hybrid conjoint analysis.
What is meant by a spatial map?
Describe the steps involved in conducting MDS.
Describe the direct and derived approaches to obtaining MDS input data.
What factors influence the choice of an MDS procedure?
What guidelines are used for deciding on the number of dimensions in which to obtain an MDS solution?
Describe the ways in which the reliability and validity of MDS solutions can be assessed.
What is the difference between internal and external analysis of preference data?
Briefly describe correspondence analysis.
Identify two marketing research problems where MDS could be applied. Explain how you would apply MDS in these situations.
Identify two marketing research problems where conjoint analysis could be applied. Explain how you would apply conjoint analysis in these situations.
A respondent's ratings of nine luxury car brands on four dimensions are shown on the next page. Each brand was evaluated on each dimension (prestige, performance, luxury, and value) on a 7-point scale with 1 = poor and 7 = excellent. Using SPSS Windows, SAS, or alternative software, develop an MDS
Analyze the similarity judgments that you provided for the 12 bath soap brands in Fieldwork Activity 1. Use an appropriate MDS procedure, such as ALSCAL. Label the dimensions and interpret your own spatial map.
You are the director of marketing research for Macy's. Develop an MDS map showing the positioning of the ten department stores considered in this book. See Table 8.2 in Chapter 8 for the names of these stores. Explain this map and its implications for competitive positioning of Macy's to your boss
As a small group, discuss the similarities and differences between MDS and conjoint analysis.
Discuss, as a small group, the similarities and differences between MDS, factor analysis, and discriminant analysis.
What characteristics distinguish SEM from other multivariate techniques?
What is average variance extracted? Why is it useful to calculate this statistic?
What is a second-order factor model? How is it different from a first-order factor model?
What is a structural theory and how is it different from measurement theory?
How do we determine whether the difference between two structural path coefficients is significant?
What is a recursive model? Why is this aspect relevant in SEM?
SEM is similar to what other multivariate techniques? How is it similar?
What is the role of theory in SEM?
What is a measurement model? Why is it estimated?
How is model tit assessed in SEM?
What are the similarities and differences between an absolute and incremental tit index?
What are the similarities and differences between a parsimony and incremental tit index?
What is confirmatory factor analysis? How is ii similar to and different from exploratory factor analysis?
How do you establish convergent and discriminant validity in an SEM framework?
Draw a path diagram with three exogenous constructs and one endogenous construct. The exogenous constructs are measured by 5. 4. and 3 observed variables or indicators. The endogenous construct is measured by 4 indicators. Two exogenous constructs are expected to be positively related and one
You work as a senior marketing research analyst with a major advertising agency. According to theory, advertising leads to awareness, which leads to understanding, which leads to preference, which leads to purchase intention. Draw a path diagram and explain this process to your boss, a group
Visit some of the marketing and other professors in your college. Ask them for papers they have published using SEM. Write a simple description of the SEM analysis that was done in one of the papers.
As a small group, discuss the similarities and differences between EFA and CFA? Which is more useful?
Describe the process of report preparation.
Describe the role of pictographs. What is the relationship between bar charts and histograms?
What is the purpose of an oral presentation? What guidelines should be followed in an oral presentation?
Describe the "Tell 'Em" and "KISS 'Em" principles.
Describe the evaluation of a marketing research project in retrospect.
Describe a commonly used format for writing marketing research reports.
Describe the following parts of a report: title page, table of contents, executive summary, problem definition, research design, data analysis, conclusions, and recommendations.
Why is the "limitations and caveats" section included in the report?
Discuss the importance of objectivity in writing a marketing research report.
Describe the guidelines for report writing.
How should the data items be arranged in a table?
What is a pie chart? For what type of information is it suitable? For what type of information is it not suitable?
Describe a line chart. What kind of information is commonly displayed using such charts?
The following passage is taken from a marketing research report prepared for a group of printers and lithographers without much formal education who run a small family-owned business: To measure the image of the printing industry, two different scal¬ing techniques were employed. The first was a
Graphically illustrate the consumer decision-making process described in the following paragraph:The consumer first becomes aware of the need. Then the con¬sumer simultaneously searches for information from several sources: retailers, advertising, word of mouth, and independent publications. After
Using one of the report-generation programs discussed in this chapter of a similar package, write a report explaining the data and the charts constructed in exercise 1 of this section.
You are a researcher preparing a report for a high-tech firm on "The Demand Potential for Microcomputers in Europe." Develop a format for your report. How is it different from the one given in the book? Dialogue your format with your boss.
In Field work question 2, suppose you were the researcher who wrote the report. Prepare an oral presentation of this report for senior marketing managers. Deliver your presentation to a group of students and ask them to critique it.
Make a trip to your library. Read the latest annual reports of three different companies that are known for effective marketing (e.g., Coca-Cola, P & G, GE). Identify the strong and weak points of these reports.
Obtain a copy of a marketing research report from your library or a local marketing research firm. (Many marketing research firms will provide copies of old reports for educational purposes). Critically evaluate this report.
As a small group, discuss the following statement: "All the graphical aids are really very similar; therefore, it does not matter which ones you use."
"Writing a report that is concise and yet complete is virtually impossible as these two objectives are conflicting." Briefly explain.
"Writing reports is an art. Presenting reports is an art. Reading reports is an art. It is all a matter of art." Analyze as a small group.
Discuss the role that marketing research can play in helping Marriott formulate sound marketing strategies.
In what way could Marriott make use of experimentation? What specific experimental design would you recommend?
Illustrate the use of the primary scales for measuring consumer preferences for hotel chains.
Develop Likert, semantic differential, and Stapel scales for measuring consumer preferences for hotel chains.
Develop a questionnaire for assessing consumer preferences for hotels when on vacation.
What sampling plan should be adopted for the survey of question 9?
How should the sample size be determined for the survey of question 9?
How would you conduct the training and supervision of the fieldworkers for the survey of question 9? In question 9 Marriott has developed a new hotel package for families on a vacation. It would like to determine consumers' response to this package before introducing it in the marketplace. If a
According to Marriott's vice president of marketing and public relations, quality, price, service, amenities, comfort, and convenience are all independent variables that affect the preference for a hotel chain. Assume that in a survey of hotel chain, each of the independent variables is measured on
What charts and graphs would you use in preparing a report for Marriott?
Marriott would like to further penetrate the non-business-travclers segment in the United States. Define the management decision problem.
If marketing research to determine consumer preferences for hotels was to be conducted in Latin America, how would the research process differ?
Discuss the ethical issues involved in researching consumer preferences for hotels.
Define an appropriate marketing research problem based on the management decision problem you have identified. Briefly.
What type of research design should be adopted? .lustily your recommendation.
Use the Internet to determine the market shares of the major hotel chains for the last calendar year.
What type of internal secondary data will be useful to Marriott?
What type of syndicate data will be useful to Marriott?
Discuss the role of qualitative research in helping Marriott further penetrate the non-business-travelers segment in the United States.
Marriott has developed a new hotel package for families on a vacation. It would like to determine consumers' response to this package before introducing it in the marketplace. If a survey is to be conducted to determine consumer preferences, which survey method should be used and why?
Describe the aspects of the environment of each country that should be taken into account in international marketing research.
What problems are involved in the direct translation of a questionnaire into another language? How should these problems be addressed?
Describe the importance of considering the marketing environment in conducting international marketing research.
What is meant by the structural environment? How do the variables comprising the structural environment influence international marketing research?
What is meant by the informational and technological environment? How do the variables comprising the informational and technological environment influence international marketing research?
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