Questions and Answers of Marketing Research 13th

Locate an Internet survey for which you would qualify as a respondent. Answer this survey. How would you evaluate this survey based on the criteria factors of Table 6.2? TABLE 6.2 A Comparative
Why would a company opt to run online focus groups?
Why might focus group results be subject to bias?
Suggest two additional aspects to consider with international focus groups.
How can social media be used to conduct qualitative research?
Discuss the role of mobile marketing research in conducting focus groups.
Ask your instructor or other faculty members if you could serve as a respondent in a computer-assisted personal interview. Then answer the same questionnaire in a pencil and paper format. Compare the
Why would you use a fixed alternative question format in a survey?
What is a mall-intercept personal interview?
Design a questionnaire using a fixed alternative format that could be emailed to final-year students asking them about their attitudes to taking on unpaid work-experience opportunities during their
How and why would a researcher use physical stimuli in the course of their interaction with a respondent? Distinguish between natural and contrived observation?
Ipsos MORI uses a wide range of different survey methods. Its survey methods are explained on its Web site (www.ipsos.com). How does it go about deciding which is the most appropriate survey method
What are the two distinguishing features of an audit?
Why do some market researchers use participant blogs?
Elucidate the implementation of surveys in mobile marketing research.
Five-point semantic differential scales are commonly used in consumer research. They are particularly valuable as they are easily understood by the majority of respondents compared to other versions
The a2 Milk Company Limited would like to carry out a preference consumer survey on milk-related products in Australia.It intends to select a stratified sample. Go to www.abs.gov.au and determine the
A manufacturer of agricultural vehicles wants to test the potential demand for a new range of tractors being assembled in the country from imported parts. Their new tractor range is aimed at the
Generate the quota sample described in Role Playing question 1 using a microcomputer.Data from Question 1 The a2 Milk Company Limited would like to carry out a preference consumer survey on
1. A telecommunications company wants to ascertain the use of teleconferencing across the country by (1) manufacturing firms, (2) service organizations, and (3) educational institutions. Using the
1. Given all of the complexities of organizing, running, analyzing, and then reporting on a marketing research project, the researcher only has responsibility to the project itself and not to the
Visit the Web site of the United Kingdom’s Office of National Statistics. What is their approach to weighting?
Visit the Survey Monkey Web site. It has a very useful sample size calculator. If the sample size is 800; the confidence level, 95 percent; and margin of error, 5 percent, how many respondents would
How can the representativeness of social media samples be improved?
What are the different ways in which potential respondents can be recruited to construct the sampling frame in mobile marketing research?
1. You are heading a market research team asked to investigate householder attitudes toward city-wide services such as garbage collection, public transport, and street cleanliness. Create a
Using a spreadsheet (e.g., EXCEL), program the formulas for determining the sample size under the various approaches.
You are looking for a market research company and have decided to use the UK-based Asia Opinions (www.asiaopinions.com). Write a short report outlining their policies on panel quality.
When several parameters are being estimated, what is the procedure for determining the sample size?
Define finite population correction.
What is a dueling-moderator group, and when should it be used?
When would you use the Q-sort technique?
What is magnitude estimation?
What is Guttman scaling, and what is the alternative name for it?
Can the primary scales of measurement be implemented in social media? Please explain your reasoning.
How would you implement comparative scaling techniques in mobile marketing research?
You work in the marketing research department of a chain of clothing and footwear retailers. The company wants to carry out a survey to gather respondents’ impressions of the brand. They want to
Develop a Likert scale series of responses to test how satisfied or dissatisfied a respondent is with a product, the features offered by it, and the quality of online customer support for it.
What is validity?
Discuss the use of social media in implementing itemized rating scales.
Discuss the use of continuous rating scales in mobile marketing research.
The Nordic countries have a total population of about 25 million (Sweden, 10 million; Denmark, 5 million; Norway, 5 million; and Finland, 5 million). These countries have high levels of disposable
What is a double-barreled question?
One way of making some money is to complete paid-for online surveys at sites such as Ipsos i-Say, Swagbucks, Crowdology, MySurvey, Pureprofile, OnePoll, Toluna, YouGov, Vivatic, and Opinion Outpost.
Define the appropriate target population and sampling frame in each of the following situations in Singapore:a. A new high-speed Internet service wants to conduct inhouse product usage tests across
Suggest three common descriptors for order.
What are the characteristics of interval and ratio scales?
Search the Internet and identify the ten bestselling brands of snack food in your country. You should note the ranking by sales revenue over the last year for which figures are available.
Surf the Internet to find two examples of each of the four primary types of scales. Write a report describing the context in which these scales are being used.
What does level of measurement denote?
What are the limitations of a randomized block design?
What are the real-world considerations that prevent experimentation from achieving its optimal effectiveness?
Briefly explain the Solomon four-group design, and describe how it is used.
Refer to Problem 1 and explain how you would implement a posttest-only control group design on the Internet to measure the effectiveness of proposed in-store advertising and promotions for the soya
According to the Australian market research company Roy Morgan’s New Zealand office (www.roymorgan.com), some 80.2 percent of New Zealanders over the age of 14 read or access a newspaper each week.
How is validity in an experimental setting?
A new soya milk product is being marketed to lactose-intolerant customers. The company wants to test the attitudes toward soya milk as a substitute. Two random samples of 100 lactoseintolerant
How can mobile marketing research be used to conduct an experiment?
How would you ensure a representative focus group?
Visit the Web sites of two marketing research firms conducting surveys. Analyze one survey of each firm to critically evaluate the primary type of scales being used.
What are the primary scales of measurement?
What is a non-comparative rating scale?
What does balanced versus unbalanced mean in the context of itemized rating scales?
Measurement accuracy refers to capturing the responses as the respondent intended them to be understood. How can errors occur here?
What needs to be done to ensure there is no random error present?
What is reliability?
Discuss the pros and cons of using large sample sizes in social media research.
How is the sample size affected when the absolute precision with which a population mean is estimated is doubled?
Define a confidence interval.
What are residuals and their significance?
What is the most powerful test for making a posteriori contrasts? Which test is the most conservative?
When do crossover effects occur in disordinal data?
ANCOVA requires at least one categorical independent variable (factor). What else does it need?
Which nonparametric tests are the counterparts of the paired samples t test for parametric data?
Which nonparametric tests are the counterparts of the two independent samples t test for parametric data?
What is the general rule for computing percentages in crosstabulation?
What does the distribution look like in a skewed frequency distribution curve?
1. What is the value of the Internet and major statistical packages in helping you do statistical work? Discuss this as a small group.2. Three-variable cross-tabulation greatly complicates things.
What measures of variability are usually computed?
You work as a market researcher for a major FMCG global business that has just begun to distribute their products in your country. The New Market Development Director of the business wants you to set
1. As a group, discuss the following: “Data cleaning is all about ethics, really. If you overdo the cleaning process, you will destroy the whole point of the research exercise.”2. As a group,
Visit the Web site of UK-based DJS Research Limited (www.djsresearch.co.uk). What kinds of fieldwork do they offer? What do they mean by field and tabulation?
1. Visit your government’s Web site and access their collection of reports. Choose an example that has an explanation of how the data preparation process was carried out in order to compile the
1. You are carrying out market research on the use of public trans ort by rural households near a major city in your country. It has involved a long and quite complex questionnaire. Some 50 percent
Compare fieldwork in mobile marketing research to traditional fieldwork.
Compare fieldwork in social media research to traditional fieldwork.
What is probing?
Your marketing director has assigned you the task of investigating an emerging branch of qualitative market research where smartwatches and other wearable tech can be used for ethnographic research.
You have been appointed by an international market research company to set up a number of sub-agencies across South America. You have been working with European materials and it directly into Spanish
Following on from Internet and Computer Exercise 1, look at DJS Research’s tailored market research methods, insight, and solutions. Write a short report on the range of methods, approaches, and
Write some guidance notes on required attributes for a recruitment panel looking to appoint eight new fieldworkers.
What options are available to researchers for collecting data?
What type of incentives can be offered in mobile marketing research to boost the response rate?
Why are the approaches for determining the relative importance of predictor variables not satisfactory for marketing research?
What is meant by the sum of squared errors?
You have been hired as a marketing research analyst by Yili China’s very first fast-food restaurant. Your boss, the marketing manager, wants to know how you would measure the relationship between
Visit 10 different banks that offer student accounts in your area. Evaluate each bank in terms of its overall banking products for students and the quality of customer service using an 11-point
1. As a small group, discuss the following statement: “The ways of determining predictor variables just aren’t good enough for marketing research.”2. As a small group, discuss how a typical
What is the least-squares procedure?
A market researcher for an airline has been looking at whether there is a correlation between convenient flight times and price. The flight time convenience orientation was 0.80 and the corresponding

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