Marketing Research: Tools & Techniques 3rd Edition Nigel Bradley - Solutions

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Create a draft analytics plan for a company selling a well-known chocolate bar. Your plan should propose using Google Analytics and one of the free twitter monitoring tools.
How can dashboards mislead users of research results?
How would small businesses differ from large corporations in the use of web analytics and social media monitoring?
Investigate the role of social media monitoring for the business-to-business sector.
Apply the POEM model to a campaign you have seen recently. You may need to investigate parts of the campaign that you are unaware of, therefore search YouTube, the social networks, and blog search engines. What have you learnt from this?
Define these terms using examples: bounce rate, tonality, scraping
Web analysts and social media monitoring researchers have been criticised for publishing results based on dubious foundations. Why are they criticised and why might this happen?
In which circumstances might we decide to use web analytics rather than social media monitoring?
Why is an understanding of the objectives of web analytics and social media monitoring important to top management, marketing managers, and the personnel implementing web analytics and social media monitoring?
What are the similarities between web analytics and social media monitoring?
What are the benefits and disadvantages of command centres for customers?
How could and how should a company organise itself to ensure such rooms are constantly monitored?
What are the advantages and disadvantages of such accessible rooms for the company?
What are the disadvantages of using software?
How can software assist in desk research of secondary data?
What can qualitative software do that other methods cannot?
Plan a study to describe the audience of a university magazine of your choice.
How can qualitative research be used by the audience and advertising researcher?
Ask family and friends about adverts they see on TV and hear on the radio. Ask them to describe the adverts. Why do they remember these ads? What were the communications objectives? Were they achieved? How could you estimate the annual income from advertising?
Investigate the reasons why the Audit Bureau of Circulation (ABC) is important.
Explore the reasons for looking at how an identical advert performs in different countries.
Define these abbreviations and terms: CTR, BARB, RPC, AIR, TVR, econometrics, copy testing, advertising effectiveness, reach.
Why can media audience research be misleading?
What is social grade? And what other classifications can be used?
Outline the main reasons for audience and advertising research.
Explain the different appeals of the press and television to advertisers.
Why do publication rules exist for all of these bodies? Consider the question from the viewpoints of: media owners, the survey management, trade bodies, and buyers of advertising.
March next year?
Consider a frozen food company, which advertises on TV, the radio, and in newspapers. What results will be available to it on
Outline the ways in which results from the three surveys appear in electronic form.
In what ways do results from the three surveys appear in hard copy?
Plan an international study to investigate the use of perfumes in five countries of your choice. Create a proposal, using objectives that concern the launch of a new product.
How can international research be criticised? What are the good points about it?
Ask family and friends about countries they have visited. Ask them to explain the culture and how they felt about the people. Do this for numerous countries and explore how such experience is useful to the researcher.
Investigate the contribution of Hofstede to international research.
Explain the likely outcome of using a researcher to moderate a focus group in a different country.
Define these terms using examples: MEDC, COO, GDP, TEA, ABC1.
Researchers have been criticised for placing too much emphasis on knowing the language and neglecting culture. Why?
In what circumstances might we decide to coordinate research from a central point?
In international research, an understanding of globalisation is important. Why?
What strategic decisions might be based on international research decisions?
What are the advantages and disadvantages of using projective techniques in quantitative research?
Should researchers amalgamate country results or simply comment on similarities and differences?
Why are there differences between countries?
What are the criticisms of the methods used in the hotel study and what is missing from the methodological description?
Sample sizes were too small to incorporate some hotels in some segment results. Indeed the‘luxury segment’ was excluded completely from the results. Is this a reasonable step to take?
What are the advantages and drawbacks of using different languages for hotel satisfaction studies?
Plan a study to measure the market size for photocopy paper.
How can business research results mislead clients?
Ask local shopkeepers about their suppliers and customers. Do they keep records and how might these records be useful to the researcher?
Investigate the role of the Internet in B2B research.
If we were to invite managers from competing firms to attend a focus group as respondents, what problems would you anticipate?
Define these terms using examples: SIC, DMU, newbuy, image, gatekeepers.
Researchers have been criticised for interviewing the same decision-makers again and again. Why might this happen and why are they criticised?
What is the meaning of network pictures?
Why is an understanding of the DMU important to the researcher?
List the differences between B2B and B2C marketing.
What are the criticisms of forecasting in this way, what risks are associated with sharing forecasts with journalists?
Should researchers amalgamate several segments in results?
What are the advantages and benefits of weighting the results to estimated populations?
What are the criticisms of using network diagrams?
Should researchers amalgamate several diagrams from different firms?
What are the advantages and benefits of creating network diagrams?
What is wrong with the research?
List the different types of visual display that might have been used for the results. Explain the benefits and the limitations of these approaches.
What objections do you think will be raised at the presentation by your audience?
Create 10–20 presentation slides to summarise the research project.
In the opening Snapshot, what services do computer bureaux offer? Why do you think these services are offered? Give reasons for your answers.
Plan a PowerPoint presentation based on any one of the case studies in this book.
Consult the proposal in the Market Researcher’s Toolbox. Draft all possible questions that someone at the presentations may ask.
How can a written report mislead the client?
Create six charts of different types, based on data from newspaper surveys. Now modify these to show how they can be redrawn to mislead the reader.
In regard to PowerPoint, why do some commentators think that the written report is a thing of the past? Identify some up-to-date developments.
What would be the implications of providing a client with raw data (transcripts and computer tables) and with nothing else?
What are the differences and similarities between the reporting of qualitative and quantitative findings?
What can a presenter do to ensure that a presentation session is valuable to everybody?
What are the main sections of a typical report?
What are the benefits of planning report-writing?
What contribution did Playfair and Florence Nightingale make to our knowledge of statistics?
What is MRS rule B62? What might this mean in a real agency?
Why is it best for record destruction to be supervised and records kept?
Can respondents and clients view a tape of a focus group they attended?
What lessons are there for reporting?
Summarise the research that might have been carried out to produce the figures. In your opinion, was it sufficient? What other research could have assisted?
Why do decision-makers sometimes want to report research findings early?
In what ways can we assess the accuracy of results that come from open-ended questions?Suggest further research for the example above.
What are the limitations of analysing open-ended questions for quantitative research as shown above? (Please consider qualitative data in your answer.)
What are the benefits of analysing open-ended questions for quantitative research as shown above?
Read the opening Snapshot carefully. Which five countries seem to have respondents who are most positive? And which five seem least positive? Apply the confidence limits to the latest figures and decide whether the order might change.
Consult the proposal in the Market Researcher’s Toolbox. With your knowledge of analysis, discuss the ways in which you would analyse data collected according to the proposal.
Plan a simple table to analyse data that looked into why buyers of dog food choose particular can sizes.
How could qualitative analysis research software be used to investigate the service provided by dealers in the automotive market?
What would be the implications of quantifying results from qualitative depths or groups?
Define these terms using examples: correlation, regression, the punch card, radial diagrams.
What are the differences between bivariate and multivariate analysis?
What are the main features of quantitative tables?
In the analysis of qualitative research, transcripts are sometimes not used. Why is this the case?
What lessons can we draw from the past to help in analysis today?
Examine the differences between MRS rules B54 and B55 and apply this to a real project.
Should qualitative and quantitative research have the same guidelines?

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Marketing Research: Tools & Techniques 3rd Edition Nigel Bradley - Solutions

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