Questions and Answers of Marketing Research 13th

Why would a market researcher use an eigenvalue?
When formulating the discriminant problem, what conditions need to be placed on the criterion variable?
Conduct a two-group discriminant analysis on the data you obtained in Fieldwork exercise 1, using the SPSS, SAS, or MINITAB package. Is it possible to differentiate between graduate and undergraduate
What is Wilks’ l? For what purpose is it used?
Define discriminant scores.
Explain what is meant by an eigenvalue.
How would you interpret discriminant weights?
How do you develop the classification matrix from the validation sample?
Chinese customers are Malaysian retailers’ highest-spending customers. Research suggests that they would spend even more if Malaysians went cashless. A Malaysian retail consortium has engaged you
What hypothesis is examined by Bartlett’s test of sphericity? For what purpose is this test used?
Factor analyze the clothing psychographic and lifestyle data collected in Fieldwork exercise 1, using principal components analysis. Use an appropriate program from SPSS, SAS, or AMINITAB
You have been hired as a marketing research analyst for the Malaysian automobile manufacturer Proton. Your boss, the product development director, wants you to investigate the prime attributes
Conduct a three-group stepwise discriminant analysis on the data given in Tables 18.2 and 18.3 using the SPSS, SAS, or MINITAB package. Compare the results to those given in Table 18.5 for
1. Consider the following 12 brands of bath soap: Jergens, Dove, Zest, Dial, Camay, Ivory, Palmolive, Irish Spring, Lux, Safeguard, Tone, and Monchel. Form all the possible 66 pairs of these brands.
How does the fact that MDS scales and plots data on a coordinate system make it useful in marketing?
Which hierarchical methods perform better than the other procedures?
Analyze the data collected in the Fieldwork exercise to cluster the 15 variables measuring consumer attitude toward airlines and flying. Use one of the programs described in this chapter.
What would a market researcher investigate to determine whether a product’s price can be increased without adverse effects?
Suppose that you are undertaking a project for Samsung. Identify from secondary sources the attributes or factors that consumers might consider when buying a new smart phone.
What are the seven Cs?
You are a consultant for a company that offers business advice and support for overseas organizations based in Indonesia. It is the broader environmental context factors that are important. Identify
Why could management decision problems be action-orientated?
State the management decision problems that might be addressed through the following market research exercises.a. Evaluate the effectiveness of campaigns in which leaflets are left at household
Discuss the use of social media as a source of secondary data.
Obtain the CATPAC program discussed in the text. Use it to analyze the data from depth interviews that you have conducted with three fellow students (as the respondents) to determine attitude toward
An established brand with a large number of Facebook and Twitter followers wants to recruit a group of existing customers for a focus group to discuss a range of new products. How would you use these
What are projective techniques, and what do they seek to discover?
Suggest how a department store might use role playing in the context of a focus group to elicit insights into customer service experiences.
Explain the role of mobile marketing research in providing survey-based syndicated services.
What is meant by the term single-source data?
How does a cable TV scanner panel work?
Why are surveys so flexible for market research?
What kinds of information are you likely to find in census data?
In terms of secondary data use, what is meant by currency?
What specifications or aspects of methodology should be considered when assessing the value of secondary data?
Using the Internet, identify the top five countries in terms of market growth for smartphones. How old is the data, and what is the data’s original source?
Visit the website of the World Tourism Organization (www2.unwto.org). Write a report about the secondary data available from the organization about your region of the world that would be useful to a
Why is it unlikely that secondary data will answer a non-routine question?
Visit the Web site of a company of your choice. Suppose the management decision problem facing this company is to expand its share of the market. Obtain secondary data from the Web site of this
Conduct an online data search to obtain background information on an industry of your choice (e.g., sporting goods). Your search should encompass both qualitative and quantitative information.
Visit the Web page of three of the marketing research firms listed in Table 1.2. What types of research designs have these firms implemented recently? TABLE 1.2 Top 25 Global Market Research
Discuss the implementation of the basic research designs in mobile marketing research.
Suggest three ways in which a non-sampling error could be introduced into research.
Obtain one of the CPM/PERT programs. Using this program, develop a schedule for the research project described in roleplay exercise 2 that follows.Exercise 2Visit the Web page of three of the
How can exploratory and descriptive research be implemented in social media?
Why are non-sampling errors often problematic to researchers?
How do the characteristics of exploratory and descriptive research differ?
What is descriptive research design? What is its purpose?
What are the five suggested criteria used to compare crosssectional and longitudinal designs?
Describe panels and explain what type of timeframe is involved.
What does causal research seek to achieve?
You are conducting an image study for Air Asia. As part of the exploratory research, check their social media accounts to help you determine the factors that consumers might use when choosing a
A researcher wants to test a claim from the marketing department of a retail chain that scrapping the store loyalty card will have no tangible impact on sales. What types of information are needed
A business providing roadside charging points for electric vehicles is rolling out their services across your region of the world. Progress is likely to be slow as the siting of the charging points
Visit Toluna (us.toluna.com).a. What surveys are currently being conducted by Toluna?b. How are the respondents being recruited for these surveys?c. Discuss the different type of errors likely to
How can social media be used to help develop an approach to a problem?
How can a market researcher make valuable use of social media content?
Describe the role of social media analysis in defining the problem and developing an approach to the problem.
What are the characteristics of a good research question?
A verbal model is a type of analytical model. How is it expressed?
What are the ideal characteristics of objective evidence collected by a market researcher?
As of 2018, Accenture (www.accenture .com) is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology, and
Why is it important to understand buyer behavior in market research problems?
As a consultant to easyJet Europe, you are working on a market research project for them. They are investigating the possibilities of launching a service in South America. a. Using online
What is the first step in conducting a marketing research project?
Discuss the scope, advantages, and limitations of mobile marketing research.
What are the limitations of using social media for conducting marketing research?
Why might a market research supervisor’s role be more “hands on” than a market research manager’s role?
What is the main difference between a full-service and a limited-service supplier?
What are customized services?
Register with Marketing Week (www.marketingweek.com) and click on “Disciplines” in the link bar. When the page opens, select “Market Research.” What are the headline trends at the moment, and
Visit the Web sites of the top three marketing research firms in Table 1.2. Write a report on the services offered by these firms. Use the framework of Figure 1.3. What statements can you make about
How do controllable and uncontrollable variables impact market research?
Suggest three different types of product research used to identify or find a solution to a problem.
In small groups of four or five, discuss the following issues.1. What type of institutional structure is best for a marketing research department in a large business firm?2. What is the ideal
Visit the Web sites of two or three local or regional recruitment agencies. What is the employment potential for market researchers?
1. Investigate likely sources of information on the vacancies, current and upcoming, in your region of the world. Where are they advertised? Are they online, in industry magazines, or in the general
Telefonica is a Spanish telecommunications company with operations in Argentina, Brazil, Central America, Chile, Colombia, Ecuador, Germany, Ireland, Mexico, Peru, Spain, a the United Kingdom, and
Describe one kind of market research that would be useful to each of the following types of organization:a. A local clothes store catering mainly to students and under- 25sb. An ATM business looking
1. You are the CEO of a start-up in the food-and-beverage industry. You want to recruit a newly qualified market researcher to help support your marketing efforts with more directed marketing
Browse the Internet and identify five distinct types of problem solving research that fall into the categories of product research and promotional research.
How is accuracy attained in market research?
For the data given in Table 23.1, use a graphics package or a spreadsheet, such as Excel, to construct the following graphs:a. Pie chartb. Line chartc. Bar chart (lb) (5b) (5c 6a (la) TABLE
How does path analysis relate to SEM?
A SEM model consists of two models. What are they?
Graphically illustrate the following paragraph: In Australia, house purchasing tends to fall into three phases. The first involves getting a pre-approval of a loan in place, which is usually good for
What do goodness-of-fit indices indicate?
How can confidence in a proposed model be assessed?
Despite considerable work and marketing efforts, Dubai has failed to get into the top five “global cities with exciting growth prospects” as named by consultancy group Knight Frank. This is a
Visit the Statistics South Africa Web site (www.statssa.gov.za) and locate the page titled “The Latest Household Statistics and More.” Using one of the report-generating programs discussed in
Visit the UN Documentation Reports Web page (research .un.org/en/docs/reports) and identify a recent report by the organization. How does the format of this report compare to that outlined in this
Discuss report preparation when conducting research in social media.
Elucidate report preparation in mobile marketing research.
As a small group, discuss the purpose and methods for evaluating the quality of clustering results and assessing reliability and validity. Discuss some of the procedures that help in providing
Analyze the data collected in the Fieldwork exercise to cluster the respondents, using the hierarchical and nonhierarchical methods. Use one of the software packages discussed in this chapter.
How do you usually profile clusters?
What is meant by psychographics?
As a small group, identify how each of the following industries uses factor analysis for both its market research and its regular operations:a. Insurance industryb. Automotive industryc. Financial
What are factor loadings and their application in factor loading plots?
Are the following statements true or false?a. Clusters of consumers can be created based on different characteristics.b. The cluster centroid is used as the starting point in nonhierarchical

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