Direct Marketing In Practice (Chartered Institute Of Marketing (Paperback)) 1st Edition Matthew Housden Brian Thomas - Solutions

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How do probability sampling techniques or random sampling techniques differ from non-probability sampling techniques or non-random sampling techniques?
Explain the types of non-probability or non-random sampling techniques.
Explain the types of probability or random sampling techniques.
What are sampling and non-sampling errors and how can a researcher control them?
Explain the sampling design process.
What is the difference between a sample and a census, and why is sampling so important for a researcher?
Is pre-testing questionnaire essential for a questionnaire development process? Why there is a general tendency of the researchers to avoid the pre-testing questionnaire?
What is a post-construction phase of the questionnaire and what are the steps to be considered to launch the post-construction phase of the questionnaire?
How a questionnaire layout makes an impact on the response rate. Is the questionnaire layout important to increase the response rate?
What are the approaches to be considered when a researcher takes a decision about logical order of questioning?
What is the use of identification questions and categorization questions in construction of a questionnaire?
What is the importance of screening questions, opening questions, and transition statement in the questionnaire construction?
What are the decision parameters a researcher should consider when sequencing the questions?
Under what circumstances a researcher uses splitballot techniques?
What are leading and loaded questions? How these bias responses while administering the questionnaire?
What are double-barrelled questions and how do they negatively impact the effectiveness of a questionnaire?
What precautions a researcher should consider while wording the questions?
Write short notes on the following terms:• Open-ended questions• Closed-ended questions• Dichotomous questions• Multiple-choice questions• Scales
What are structured and unstructured questions?
What is a construction phase of the questionnaire and what are the steps to be considered to launch the construction phase of the questionnaire?
What is a pre-construction phase of the questionnaire and what are the steps to be considered for launching the pre-construction phase of the questionnaire?
What are the steps involved in the questionnaire designing process?
What is a questionnaire and how can we use the questionnaire as a research tool?
What are the factors to be considered in selecting a good measurement scale?
What is continuous rating scale and under what situation it is applied by a marketing researcher?
What are multi-item scales? Explain the use and importance of Likert scales, semantic differential scales, staple scales, and numerical scales in the field of marketing research.
What are single-item scales? What are multiplechoice scales, forced-ranking scales, paired-comparison scales, constant-sum scales, direct quantification scales, and Q-sort scales and how these can be used by a marketing researcher?
What is sensitivity? How a researcher can handle the issue of sensitivity?
Write short notes on the following topics:• Content validity• Criterion validity• Construct validity• Test–retest reliability• Equivalent forms reliability• Internal consistency reliability
What is reliability? How a researcher can handle the issue of reliability?
Explain the three basic approaches to deal with the issue of validity in a research.
What are the criteria for a good measurement?
Establish the difference between nominal scale, ordinal scale, interval scale, and ratio scale. Also, discuss the relative superiority of these scales in the light of their importance for a researcher.
What are the four scales of measurement?
While conducting a research how a researcher will determine what should be measured?
What is cause–effect relationship in a causal research?
What is a longitudinal study?
What is a cross-sectional study?
What is descriptive research and when do researchers conduct it.
What are projective techniques? Explain the different types of projective techniques. Explain the advantages and disadvantages of projective techniques.
What is the importance of case analysis in understanding and exploring a research problem?
What is a depth interview? Explain the advantages and disadvantages of depth interviews.
What is a focus group interview? Explain the advantages and disadvantages of focus group interviews.
What are the different methods in conducting an exploratory research?
What are the uses of main variables and moderating variables in conducting a research?
For what purposes, exploratory research is used?
What are the different types of research?
What is the difference between a management problem and a research problem?
What are the steps in marketing research process design?
Explain the role and use of statistical software in managerial decision making
Marketing research methods are tools for decision making in the hands of a researcher. Justify the statement.
How can you study marketing research methods in a systematic manner? Explain your answer by presenting a roadmap to learn marketing research methods?
Define marketing research and explain its application in managerial decision making.
What is the difference between basic and applied research?
Using the creative briefing form and the advertisement you selected in Chapter 10 write a creative brief outlining improvements you think should be made to the advertisement.
What are the benefits of a good brief?
What are the stages in the briefing process?
How do we choose good suppliers?
How can the use of consultants help the direct marketer?
What are the problems and advantages in using a large direct marketing agency?
What are the unique attributes of a database bureau?
List the functions of a fulfilment house.
List the functions of a mailing house.
Why is de-duplication important?
Where can we find list brokers?
How many lists are available to rent in the UK?
List the main suppliers with which a direct marketer may have to deal.
You may wish to set up a spreadsheet for this exercise.Develop a 5-year lifetime value calculation using the following figures:• 1000 customers in Year 1• retention 50% per year• sales £600 per year, increasing at 5% per year• net profit 15%• discount rate 15%.Then see what would be the
What is a customer lifetime?
What are the three requirements for successful lifetime value calculations?
What is the role of lifetime value analysis in direct marketing?
What is net present value?
What are the requirements for a successful budget?
What are the stages of the budgeting process?
List six benefits of the budgeting process.
Define the contribution approach to costs.
Why is it important to understand costs and the way they behave?
What happens to costs with quantity?
Define overheads.
What are the three types of costs in business?
What are the strengths and weaknesses of the allowable cost approach?
How is allowable cost used in setting campaign budgets?
What is allowable cost per order?
List three standard measures in direct marketing.
What is the benefit of measurability in direct marketing?
How does this change at 80% confidence level?
What is the sample size required when we anticipate 2% response and the acceptable limit of error is 0.5% at a 95% confidence level?
What is the formula for calculating sample size?
Why is targeting so important?
List the five elements of the hierarchy of testing in order of importance.
Define each of these concepts.
What are the three statistical concepts involved in planning tests?
What are the four requirements of a statistically valid test?
What is a control?
How do we develop a test programme?
Why are direct mail tests reliable?
Why are loose inserts a powerful testing medium?
List three methods of testing press and magazine advertisements.
What is the hierarchy of testing?
Define position testing.

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Direct Marketing In Practice (Chartered Institute Of Marketing (Paperback)) 1st Edition Matthew Housden Brian Thomas - Solutions

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