Questions and Answers of Marketing Research Essentials

Using the Internet and a Web browser, visit a search engine such as Google or Yahoo! and type “marketing research.” From the thousands of options you are offered, pick a website that you find
Divide the class into groups of four. Each team should visit a large organization (profit or nonprofit) and conduct an interview with the top marketing executive to discover how this firm is using
This case illustrates the classic case of misdirected research effort. Information is presented that is based upon an erroneous assumption and has little to do with the real problem faced by
Divide the class into teams of four or five. Half of the teams should prepare short RFPs on the following topics:1. Food on campus 2. Role of fraternities and sororities on campus 3.
Go to http://www.comscore.com and explain what they offer their customers.
Go to http://www.nielsen.com and read about BuzzMetrics. Explain how it works and why it is a valuable tool to some marketers.
Divide the class into groups of four or five. Each team should go to the Internet and look up database marketing. Each team should then report to the class on how a specific company is effectively
Midas, Inc. is one of the best-known providers of automotive services, offering brakes, maintenance, tires, exhaust, steering, and suspension repairs at nearly 2,400 franchised, licensed and
Divide the class into groups of four and eight. The groups of four will select a topic below (or one suggested by your instructor) and create a discussion guide. One of the groups of eight will then
Take a consumer drawing test—draw a typical Pepsi drinker and a typical Coke drinker. What do the images suggest about your perceptions of Coke and Pepsi drinkers?
Use the metaphor technique to tell a story about going to the supermarket.
What types of error might be associated with the following situations?a. Conducting a survey about attitudes toward city government using the telephone directory as a sample frame.b. Interviewing
Companies like Coca-Cola and Starbucks conduct humanitarian acts in the foreign countries they do business in. These efforts directly impact branding.2,000 adults were surveyed via the Web.Sixty
Every year, On-Site Research conducts a cross-country ethnographic study called Cyber Census. Members of the research team drive an RV across 20 states to track a core group of 150 Americans and
Use ethnographic research to evaluate the dining experience at your student center. What did you learn?
Do you think that tracking beacons should be outlawed? Why or why not?
Divide the class into teams of five. Each team should select a different retailer (services are OK for mystery shopping). Two members of the team should prepare a list of 10 to 15 questions to be
Texas Red is the oldest soft-drink company in Texas. During the 1980s, the company went through bankruptcy because of its inability to compete with the big national soft drink brands. In 2003, a
Night students at the university or college are much older than day students. Introduce an explicit control for day versus night students in the preceding experiment.
What is measurement?
There are the many types of construction equipment necessary for modern construction techniques. The most versatile and most often purchased of these is the loader backhoe.How do engineers identify
Divide the class into teams of four or five. Each team should go to the Internet and find the results of a survey with data. Each team should then determine the face validity and content validity of
Divide the class into teams. Each team should create five adjective pairs of phrases that could be used in a semantic differential to measure the image of your college or university. The instructor
In conjunction with the Better Homes and Gardens Best New Product Awards, Toronto-based. BrandSpark International surveyed more than 50,000 U.S. consumers on topics such as “recessionary shopping
What’s wrong with the following questions?a. How do you like the flavor of this high-quality Maxwell House coffee?b. What do you think of the taste and texture of this Sara Lee coffee cake? c.
Discuss the advantages and disadvantages of Web-based questionnaires.
Divide the class into groups of four or five. Match the groups evenly into supplier and client teams.cair a client team with a supplier team. Each client team should pick some aspect of the
New Mexico National Bank (NMNB) operates branches in 23 cities and towns throughout the state of New Mexico.The bank offers a complete range of financial services, including Visa and MasterCard
HealthLife spent $3 million to promote awareness and a positive image of its wellness services among Fortune 500 companies and their employees. They estimate a total target audience of around 10,000.
A marketing researcher must determine how many telephone numbers she needs to order from a sample provider to complete a survey of ATM users. The goal is to complete 400 interviews with ATM users.
What is meant by the editing process? Should editors be allowed to fill in what they think a respondent meant in open-ended questions if the information seems incomplete? Why or why not?
Using data from a newspaper or magazine article, create the following types of graphs: line graph, pie chart, bar chart.
Much of the problem, but certainly not all, seems to be his project managers and a lack of project control. An informal survey by Larry of his best clients found:• The field service recruited
The United Way was concerned about the attitudes of non-donors toward the organization with the theory that their reasons for not donating are tied to their perceptions of United Way. They are also
Maxwell Research, a full-service research firm located in Austin, Texas, specializes in custom research serving primarily the hospitality, travel, and consumer package goods industries. At this