Questions and Answers of Essentials of marketing research

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.
What is one way of having the optimum combination of internal and external validity during experimental research?
What is the most common statistical design? Explain it.
Differentiate between experimental and control groups.
What is one way of measuring whether randomization has been effective?
How can social media be used to conduct an experiment?
A pro-life group wanted to test the effectiveness of an anti-abortion commercial. Two random samples, each of 250 respondents, were recruited in Atlanta. One group was shown the anti-abortion
State the type of experiment being conducted in the following situations.a. A major distributor of office equipment is considering a new sales presentation program for its salespeople. The largest
Describe a specific situation for which each of the following experimental designs is appropriate. Defend your reasoning.a. One-group pretest-posttest designb. Pretest-posttest control group designc.
Hardees is developing a new dessert menu. How could a web-based market experiment be prepared to test customer acceptance of the items included on the menu?
Facebook is planning to change the layout of its homepage for user accounts and wants to test the new layout before releasing it. What type of experiment would be most suitable and how would it be
Explain how you would implement a posttest-only control group design on the Internet to measure the effectiveness of a new print ad for Toyota Camry.
Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video. AFLAC: Marketing Research Quacks a Duck describes the crucial role of marketing research in
What is measurement?
What is a comparative rating scale?
What are some advantages of rank-order scaling over paired comparison scaling?
Describe the Stapel scale.
Briefly explain itemized rating scales and how they differ from the continuous rating scale.
Briefly explain the two types of measurement errors.
What is reliability?
Visit the website www.gartner.com. What type of scaling are they using in their surveys ranking vendor performances? Why did you choose this answer?
Design Stapel scales to measure customer perception of Pepsi soft drinks in terms of appearance and taste.
Surf the Internet including social media to find two examples each of Likert, semantic differential, and Stapel scales. Write a report describing the context in which these scales are being used.
Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video. Procter \& Gamble: Using Marketing Research to Build Brands presents P\&G's strong culture of
What are the different methods of conducting marketing research?
What are some of the issues that should be considered when conducting marketing research?
Why do organizations conduct marketing research?
What is the main difference between a full-service and a limited-service supplier?
What are some of the reasons for the increased need for marketing research?
List two possible limitations when using social media for marketing research.
Discuss an ethical issue in marketing research that relates to each of the following stakeholders: (1) client, (2) the supplier, and (3) the respondent.
Search the Internet, including social media, to identify five examples of problemidentification research and five examples of problem-solving research.
Visit the Vodafone website for your region. Write a report on the marketing and promotional activities done by the company.
Check the websites of the American Marketing Association, the Interactive Market Research Association and the Advertising Research Association. From these websites, can you determine the main trends
Visit www.marketresearchcareers.com. What are some of the common career paths in marketing research?
Examine recent issues of magazines such as Marketing News, Advertising Age, Quirk's Marketing Research Review, and Marketing Research: A Magazine of Management and Applications to identify an
What is the environmental context of a marketing research problem?
What guides the formulation of a research question?
What is the importance of secondary data analysis?
What is the most common form of analytical models?
Discuss the role of social media in enabling the researcher to define the marketing research problem and in developing an approach.
Identify five symptoms, each pertaining to a management decision problem, and a plausible cause for each one.
For the second component of the marketing research problem given in the Tennis magazine Research in Practice, identify two relevant research questions and develop suitable hypotheses.
Suppose you are doing a project for Delta Airlines. From secondary sources and an analysis of social media, identify the attributes or factors passengers consider when selecting an airline.
You are a consultant to Coca-Cola USA working on a marketing research project for Diet Coke.a. Use the online databases in your library and conduct an analysis of social media to compile a list of
Visit the BMW group's website. What information could you obtain about their sales for the year 2012? How do they compare to their main competitors, Audi and Mercedes, for the same year?
You are conducting a marketing research project for Starbucks Coffee. Research online to determine the main factors affecting consumer preference for certain coffee brands. Also, determine the
Adidas, ranked after Nike in the global market for athletic footwear, wants to conduct marketing research to find out how to increase its market share. Conduct research online to identify the
Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video. Accenture: The Accent Is in the Name describes the marketing research conducted by Andersen
Why should secondary data always be assessed before primary data?
What is the difference between a data warehouse and data mining?
Why would a researcher decide to resort to panel data over survey data?
What is one way to increase the value of syndicated data?
What is an audit? Discuss the advantages and disadvantages of audits.
Describe the information provided by industry services.
Why is it desirable to use multiple sources of secondary data?
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
Obtain automobile industry sales and sales of major automobile manufacturers for the last five years from secondary sources.
Select an industry of your choice. Using secondary sources, obtain industry sales and the sales of the major firms in that industry for the past year. Estimate the market shares of each major firm.
Visit Anderson Analytics's website (http://www.andersonanalytics.com/).a. What are the services provided by Anderson Analytics?b. What edge do their services provide when it comes to social media
Visit the webpage of three of the marketing research firms listed in Table 1.1 in Chapter 1. What types of research designs have been implemented recently by these firms?
You are conducting an image study for Carnival Cruise Lines. As part of exploratory research, analyze general social media and the messages posted to a relevant newsgroup to determine the factors
Visit the website of a company of your choice. Suppose the management decision problem facing this company was to expand its share of the market. Obtain as much secondary data from the website of
Visit the website of the U.S. Census Bureau (www.census.gov). Write a report about the secondary data available from the bureau that would be useful to a fast-food firm such as McDonald's for the
Visit www.standardandpoors.com. What kind of information does it provide about organizations?
The National Football League (www.nfl.com) is considered the king of all professional sports in the United States. It was formed by eleven teams in 1920 as the American Professional Football
How are qualitative research procedures classified?
How are focus group participants selected?
Why should one safeguard against professional focus group respondents?
What would be an integral part of a skillful moderator's process of conducting a depth interview? Why?
Why do researchers sometimes resort to role plays or third person technique to collect responses instead of one-on-one interviews or direct focus groups?
When should projective techniques be employed?
Discuss the use of social media to conduct qualitative research.
Suppose Baskin-Robbins wants to know why some people do not eat ice cream regularly. Develop a cartoon test for this purpose. How can social media help Baskin-Robbins?

Showing 100 - 200 of 338