Questions and Answers of Essentials of marketing research

Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video. Marriott: Marketing Research Leads to Expanded Offerings highlights Marriott’s success in using
What is an advantage of calculating all three measures of central tendency?
What measures of location are commonly computed for frequencies?
Why is the range value affected by outliers?
What does the variance tell us about data points?
What is the difference between null and alternative hypothesis?
Briefly describe the test statistic.
Differentiate between Type I and Type II errors.
What statistics are available for determining the strength of association in cross-tabulation?
In each of the following situations, formulate the null and alternative hypotheses.a. A new product will be introduced if it is preferred by more than 70 percent of the consumers in the target
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. Respondents in a survey of 1,000 households
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
A major department store chain is having a sale on refrigerators. The number of refrigerators sold during this sale at a sample of ten stores was:$\begin{array}{llllllllll}80 & 110 & 0 & 40 & 70 & 80
In a study measuring households' familiarity with downloading pictures from the Internet, the following results were obtained $(1=$ not at all familiar, $7=$ very familiar $)$.Level of
A research project examining the impact of income on the consumption of gourmet foods was conducted. Each variable was classified into three levels of high, medium, and low. The following results
A pilot survey was conducted with thirty respondents to examine Internet usage for personal (nonprofessional) reasons. The following table contains the resulting data giving each respondent's sex
MARRIOTT: Marketing Research Leads to Expanded Offerings Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video. Marriott: Marketing Research Leads to
With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of 2014,
What are the tests that could be used in a two-independent-samples $t$ test for proportions?
How is $t$ test conducted for two independent samples?
What is the difference between the $t$ distribution and the normal distribution?
Describe the procedure for examining a hypothesis related to proportions of two independent samples.
How can the strength of association be measured in a multiple regression model?
Describe the procedure for examining a hypothesis related to proportions of paired samples.
What does the product moment correlation determine?
What is bivariate regression?
What is the difference between bivariate regression and multiple regression?
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 Coca-Cola were
The current advertising campaign for a major automobile brand will be changed if fewer than 70 percent of the consumers like it.a. Formulate the null and alternative hypotheses.b. Which statistical
A major computer manufacturer is having a sale on computers. The number of computers sold during this sale at a sample of ten stores was $800,1,100,0,400,700,800,1,000,500$, 800 , and 300.a. Is there
After receiving complaints from readers, your campus newspaper decides to redesign its front page. A new format B is developed and tested against the current format, A. A total of 100 students are
In a pretest, 30 respondents were asked to express their preference for an outdoor lifestyle (V1) using a 7 -point scale $(1=$ not at all preferred, 7 = greatly preferred $)$. They were also asked to
Conduct the following analyses for the Internet usage data given in Applied Problem 11-18 in Chapter 11.a. Find the simple correlations between the following sets of variables: Internet usage and
Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video. Marriott: Marketing Research Leads to Expanded Offerings highlights Marriott's discovery from
What is the difference between a letter of transmittal and letter of authorization?
Why is the executive summary an important part of the report?
What are the main factors considered when writing a report?
What are the final two steps a researcher should do after presenting the research findings to the decision makers?
What are the key factors behind a successful report presentation?
How can social media be used to enhance report preparation and presentation?
What are the most powerful social media networks that researchers could obtain data from about customer feedback and loyalty and why?
Visit the website www.nielsen.com and choose one of the reports published. Write a brief analysis of the findings and solutions presented by the report.
What type of exploratory research design (observation, projective technique, in-depth interview, focus group, case study, ethnography, netnography, ZMET) would you suggest for each of the following
Visit Trackur.com (www.trackur.com) and read about the services Trackur offers. Some analysts have referred to the practice of mining social media as being similar to conducting a focus group. Is
What are the three main objectives of any questionnaire?
What are the different methods of administering a questionnaire?
What is a double-barreled question?
What is a split-ballot technique and what is it used for?
What are counterbiasing questions and what are they used for?
How can social media aid in developing a questionnaire?
What are the ethical issues in developing a questionnaire?
Search the Internet including social media to obtain information on flying and passengers' airline preferences. Develop three double-barreled questions related to flying and passengers' airline
List at least ten ambiguous words that should not be used in framing questions.
A new graduate hired by the marketing research department of AT\&T is asked to prepare a questionnaire to determine household preferences for cell phone plans. The questionnaire is to be administered
Nissan is changing the design of one of its highest-selling cars, the Murano, and is conducting an internet survey to determine whether the design change would affect customer perception of the car
Develop the questionnaire in Internet Exercise 8-21 using an electronic questionnaire design package that is available for free (see the websites mentioned in this chapter in the subsection entitled
Develop a structured and an unstructured questionnaire to measure the importance of online retail shopping for working mothers. Distribute a copy of each to 10 different individuals and compare your
Visit the website of one of the online marketing research firms (e.g., Toluna at us.toluna .com/default.aspx or www.toluna.com). Locate a survey administered currently at this site. Critically
Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video. Dunkin' Donuts: Dunking the Competition highlights the emphasis that Dunkin' Donuts places on
What is the major difference between a sample and a census?
What are the disadvantages of nonprobability sampling techniques?
What are the advantages and disadvantages of judgmental sampling?
What is the major advantage of snowball sampling?
What are the advantages of systematic sampling over simple random sampling?
What considerations are relevant in selecting a sampling technique in international marketing research?
What are the ethical issues involved in sampling?
A company decides to send email surveys on its new car polishing spray to random people, asking them to forward it to 10 of their contacts after they are finished. What form of sampling did the
How can quota sampling being applied through a website like www.linkedin.com?
Describe how you can use www.yellowpages.com to create a sample in the state of New York by using systematic sampling technique.
Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video. Subaru: “Mr. Survey” Monitors Customer Satisfaction presents an interesting overview of Joe
How can supervisors validate the field work of interviewers?
How would you treat unsatisfactory responses that are discovered in editing?
What is a codebook and what is it used for?
When should the data preparation process start and why?
Compare the field work in social media research to traditional field work.
Write some interviewer instructions for in-home personal interviews to be conducted by students. How would your instructions change if the survey is administered in social media?
Comment on the following field situations and make recommendations for corrective action.a. One of the interviewers has an excessive rate of refusals in in-home personal interviewing.b. In a CATI
Shown below is part of a questionnaire used to determine consumer preferences for digital cameras. Set up a coding scheme for the following three questions (Q9, Q10, and Q11). Note that the first
Visit the website of the marketing research company GMI (http://www.gmi-mr.com/) and write a brief report on the methods they use to ensure effective data processing for their clients.
Visit the website of Alpha Analytics (www.alpha-analytics.com/home). Briefly describe their data cleaning and validation techniques and how they are applied.
Design an electronic survey, using an online website, to determine if there is a relation between health awareness and purchasing organic food. Use the survey to determine if a difference in gender
INTEL: Building Blocks Inside Out Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video. Intel: Building Blocks Inside Out demonstrates the critical role
Based on your experiences in college, draw and label a conceptual model that shows the factors that lead to your satisfaction (or dissatisfaction) with a course?
Go to Decision Analysts at https://www.decisionanalyst.com/analytics/marketsegmentation/. Review the market segmentation information, including the video. How is knowledge of market segmentation
Explain the main differences between interval and ratio scale measurements.
What are the major differences between ordinal and interval scales? In your response include an example of each type of scale.
How does activating scaling properties determine the amount of data and information that can be derived from measurement scales?
For each of the scales shown below (A, B, and C), answer the following questions:a. What type of data is being collected?b. What level of scale measurement is being used?c. What is the most
What are the critical issues involved in pretesting a questionnaire? How does a pretest differ from a pilot test?
Identify four problems a researcher might find while screening questionnaires and preparing data for analysis. entered through terminals having touch-screen capabilities, or through the use of a
Use Google to find a local marketing research firm. E-mail that company and ask to have any job descriptions for positions in that company e-mailed back to you. Once you obtain the descriptions,
As the Internet has grown as a medium for conducting various types of marketing research studies, there is growing concern about ethical issues. Identify and discuss three ethical issues pertinent to
Identify the 11 steps of the research process and develop a set of questions that a researcher should attempt to answer.
What are the differences among exploratory, descriptive, and causal research designs? Which design type would be most appropriate to address the following question: "How satisfied or dissatisfied are
Visit Gallup Poll at www.gallup.com.a. Several polls are reported on their home page. After reviewing one of the polls, outline the different task steps of the information research process that might
What type of exploratory research design (observation, projective technique, in-depth interview, focus group, case study, ethnography, netnography, ZMET) would you suggest for each of the following
Visit rankur at https://rankur.com and read about the services the company offers. Some analysts have referred to the practice of mining social media as being similar to conducting a focus group. Is
Visit C Space at https://cspace.com. Read the information about what the company does and some of the news or case histories at its site. After reviewing the website, evaluate whether and to what
Develop a list of the factors used to select from person-administered, telephone-administered, selfadministered, and computer-assisted survey designs. Then discuss the appropriateness of those
What impact, if any, will advances in technology have on survey research practices? Support your thoughts.

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