Questions and Answers of Essentials of marketing research

Visit the website http://www.atlasti.com/. Explain how their most recent product utilizes netnography and how marketing researchers can benefit from it.
Visit the website www.b2binternational.com. How can business-to-business (B2B) research benefit from online marketing research communities?
Macy's has asked you to conduct focus groups to research how to increase their online sales to women above 50. Explain how you would conduct these focus groups and why.
Tennis magazine would like to recruit participants for online focus groups. How would you use a newsgroup like https://groups.google.com/forum/?fromgroups\#!forum/rec.sport .tennis to recruit
Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video. Nike: Associating Athletes, Performance, and the Brand highlights Nike's use of marketing research
What are mixed-mode surveys and when are they used?
What are cold surveys? How are they different from mail panels?
What are the advantages of internet surveys over mail surveys?
The campus food service would like to determine how many people eat in the student cafeteria. List the ways in which this information could be obtained. Which method is best?
Visit the website www.questionform.com and design a survey to measure customer preference for the iPad over other available tablets. Publish the survey on available social media platforms and
What observation techniques does Strategy Analytics (www.strategyanalytics.com) utilize for its AppOptix service and how does it operate? What industry does it potentially serve?
Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video. Starbucks: Staying Local While Going Global Through Marketing Research describes how Starbucks has
Why is IRB approval important when conducting academic marketing research studies?
What are the guidelines for deciding the format and layout of a questionnaire? How do these guidelines differ between online surveys and personal interviews?
What is meant by the description of marketing as an exchange process?
Distinguish between the four main business orientations.
What is competitive edge and why is it so important?
Choose a product that you have purchased recently and show how the elements of the marketing mix came together to create the overall offering.
Why is the question, ‘What business are we in?’so important? How might(a) a fast-food retailer;(b) a national airline;(c) a car manufacturer; and(d) a hairdresser answer that question if it was
What is a book, and what exactly is the core benefit that the reader derives from it? If it’s about engaging with the content, then the emergence of e-reading devices and digital books represents a
What is environmental scanning, why is it important, and what are the potential problems of implementing it?
Differentiate between the macro- and microeconomic environments.
What sources of published demographic data are available via your own university or college library?
Find and discuss examples of products that are particularly vulnerable to changing consumer tastes.
Find and discuss recent examples of adjudications by the ASA (or the equivalent regulatory body in your own country) of advertisements in a variety of media. Do you agree with its judgement?
Using Figure
Founded in the USA in 1881, Wrigley’s has prospered in the gum business for more than a century.Although Wrigley’s has been manufacturing gum in the UK since 1927, the chewing of gum, originally
Why is post-purchase evaluation important for:(a) the consumer?(b) the marketer?
How do perception, learning and attitudes affect consumer decision-making, and how can the marketer influence these processes?
Define the three main types of reference group.Within each type, think of examples that relate to you as a consumer, and analyse how this might affect your own buying behaviour.
What are the main differences between B2B and consumer buying behaviour?
Define the main economic and non-economic influences on B2B decision-making.
How might the roles undertaken by various members of a two-parent family vary between the buying decisions for:(a) a house?(b) something for tonight’s dinner?(c) a birthday present for a
Have you ever been into a pharmacy to buy a pharmacy-only drug? What was that experience like? Was there a lengthy discussion of the suitability of that drug and discussion of alternatives or was it
How might the market for personal computers, sold to B2B markets, be segmented?
Find examples of products that depend strongly on demographic segmentation, making sure that you find at least one example for each of the main demographic variables.
What is psychographic segmentation and why is it so difficult and so risky to do?
In what major way does behavioural segmentation differ from the other methods? Outline the variables that can be used in behavioural segmentation.
For each targeting strategy, find examples of organisations that use it. Discuss why you think they have chosen this strategy and how they implement it.
How can market segmentation influence decisions about the marketing mix?
Although gay culture has increasingly become part of the mainstream, with many more openly gay celebrities and gay themes and characters featuring regularly in television dramas and comedies, it is
Why is market research an essential tool for the marketing manager?
What kinds of marketing problems might be addressed through:(a) exploratory;(b) descriptive; and(c) causal research projects?
Define the stages of the market research process and outline what each one involves.
Discuss the role and content of an MkIS and how it might relate to a DSS.
Evaluate the appropriateness of each of the different interview and survey-based primary research methods for:(a) investigating the buying criteria used by B2B purchasers;(b) defining the attitudes
Design a questionnaire. It should contain about 20 questions and you should use as many of the different types of question as possible. Pay particular attention to the concerns discussed. The
Choose three different brands of shampoo that you think incorporate different core products.(a) Define the core product for each brand.(b) How does the tangible product for each brand reflect the
What is a speciality product and how might its marketing mix and the kind of buying behaviour associated with it differ from those found with other products?
Develop a weighted set of five or six criteria for ‘good’ labelling. Collect a number of competing brands of the same product and rate each of them against your criteria.Which brand comes out
Discuss the relationship between product adopter categories and the stages of the PLC.What are the implications for the marketer?
Define product positioning and summarise the reasons why it is important.
Choose a consumer product area (be very specific – for example, choose shampoo rather than haircare products) and list as many brands available within it as you can.(a) What stage in the PLC has
If you have an image of China of cloth-capped workers slaving away in state-owned enterprises you had better think again. If the demand for luxury brands is anything to go by, with up to 25 per cent
Define price elasticity. Why is this an important concept for the marketer?
To what extent and why do you think that costs should influence pricing?
Define the various stages involved in setting prices.
Find an example of a price-sensitive consumer market. Why do you think this market is price sensitive and is there anything that the manufacturers or retailers could do to make it less so?
Choose a consumer product and explain the role that pricing plays in its marketing mix and market positioning.
To what extent and why do you think that a marketing manager’s pricing decision should be influenced by the competition’s pricing?
One of the more interesting side-effects of the internet is that it has made it a lot easier to be price sensitive by taking the time, cost and physical effort out of ‘shopping around’ for goods
What are the different types of intermediary that might be found in a distribution channel?
What are the five factors influencing channel strategy?
To what extent and why do you think that the creation of a VMS can improve the performance of a channel and its members?
What kind of market coverage strategy might be appropriate for the following, and why:(a) a bar of chocolate;(b) a toothbrush;(c) a home computer;(d) a marketing textbook.
Using Table 8.2 on p. 331 as a starting point, develop lists of criteria that a manufacturer might use in defining:(a) ‘good’ retailers; and(b) ‘good’ wholesalers to recruit for consumer
In what ways and to what extent do you think that non-store retailing poses a threat to conventional retailers?
Not every shopper enjoys the ‘fun’ of shopping, especially when it involves a trip to the supermarket. It is this group (people who cannot or prefer not to visit the supermarket but who must buy)
What are the five main elements of the promotional mix?
What are the stages in the marketing communications planning flow?
What are the three broad stages of buyer readiness, and how might the balance of the promotional mix vary between them?
What are the main categories of marketing communication objectives?
What are the main advantages and disadvantages of objective and task budget setting compared with the other methods?
How and why might the balance of the promotional mix differ between:(a) the sale of a car to a private individual; and(b) the sale of a fleet of cars to an organisation for its sales representatives?
In what ways can advertising support the other elements of the promotional mix?
Find examples of advertising that uses:(a) rational appeal(b) a fear appeal.Why do you think the advertisers have chosen these approaches?
Find a current advertising campaign that uses both television and online media. Why do you think both media are being used? To what extent is each medium contributing something different to the
Describe the stages in developing an advertising campaign.
How do the objectives on retailer–consumer sales promotions differ from those of manufacturer-consumer sales promotions?
Research a recent new product launch by a manufacturer in a consumer market. What role did sales promotion play in the launch?
Explain the role that direct marketing can play in both creating and retaining customers.
Collect three pieces of direct mail and for each one assess:(a) what you think it is trying to achieve;(b) how that message has been communicated;(c) what involvement devices have been used to
Compile a checklist of criteria against which a fashion e-tail website might be assessed. Visit three websites e-tailing clothing to a similar target audience. Compare and contrast those sites in
Draw up a table listing the advantages and disadvantages of e-mail marketing compared with more traditional approaches to direct marketing.In what kind of situations do you think e-mail marketing
Discuss Ritson’s (2010) view that social media represent a ‘new and relatively insignificant communications tool that has limited potential for a very small proportion of brands’.
What is viral marketing and why is it so useful to the marketer?
What are the stages in the personal selling process?
Find 20 job advertisements for sales representatives and summarise the range of characteristics and skills sought. Which are the most commonly required and to what extent do you think that they are
What factors might contribute to successful exhibition attendance?
What is PR and in what ways does it differ from other elements of the promotional mix?
Find a corporate story that has made the news recently. It might be a ‘crisis’, a takeover battle, job losses or creation, new products or big contracts, for instance. Collect reports and press
Find out as much as you can about three different arts sponsorship projects. What role do you think the sponsorship plays in the sponsor’s marketing strategy and what benefits do you think they
Define the main factors influencing organisations’marketing strategies.
Define the stages in the marketing planning process.
What is a product portfolio and what are the problems of implementing portfolio models in practice?
Using whatever information you can find, develop a SWOT analysis for the organisation of your choice. What are the implications of your analysis for the organisation’s short- and long-term
For each cell of the Ansoff matrix, find and discuss an example of an organisation that seems to have implemented that particular growth strategy.
What kind of marketing organisational structure would be appropriate for each of the following situations and why?(a) a small single product engineering company;(b) a large fmcg manufacturer selling
What are the main characteristics that distinguish services from physical products?
What are the ten criteria that affect customers’perceptions of service quality?

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