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marketing research essentials
Marketing Research 4th Edition William Zikmund, Steven D Alessandro, Ben Lowe, Hume Winzar, Barry J. Babin. - Solutions
How would you evaluate the validity of your measure?
Should one item or a set of items be used? How would you combine a set of items, if you think you needed more than one?Justify your answer.
Do a quick online search at your university library on bill shock. Develop a conceptual and operational definition of this measure.
How predictive do you think consumer confidence surveys are of economic changes?
How well did this reflect the actual economic conditions of consumers in New Zealand in late 2015?
How is the measure of consumer confidence operationalised?
Can a single index or number represent total wellbeing in Australia?
What are some validity issues that might be associated with this measure?
How well do you think the index represented social progress in Australia in 2010?
A researcher thinks many respondents will answer ‘Don’t know’ or ‘Can’t say’ if these options are printed on an attitude scale along with categories indicating level of agreement. The researcher does not print either ‘Don’t know’ or ‘Can’t say’ on the questionnaire because
If a semantic differential has 10 scale items, should all the positive adjectives be on the right and all the negative adjectives on the left?
If a Likert summated scale has 10 scale items, do all 10 items have to be phrased as either positive or negative statements, or can the scale contain a mix of positive and negative statements?
What are the advantages of a slider scale?
13 Definitely should not buy Definitely should buy[test brand] some time during the next week.c A psychographic statement:I shop a lot for specials.Strongly agree Moderately agree Neither agree or disagree Moderately disagree Strongly disagree 5 4 3 2 1
In each of the following identify the type of scale and evaluate it:a A New Zealand government representative’s questionnaire sent to constituents:Do you favour or oppose a constitutional amendment to balance the budget?❏ Favour ❏ Oppose ❏ Don’t know b An academic study on consumer
In the following table, look at the b columns, which represent belief scores for two competing Internet providers. The e column represents the evaluation of the consequences.Compute the attitude score for each competitor and comment on the competitive positioning of each.
In what type of situation would the sorting technique be most appropriate?
In what type of situation would the choice technique be most appropriate?
What is an attitude? Why do businesses, governments and notfor-profits place so much emphasis on attitudes?
Two academic researchers create a psychographic scale to measure travel behaviour. Without measuring reliability or validity of the measuring instrument, they submit an article to a scholarly publication for review. Is the measure still useful?
Many Internet surveys want to know the demographic characteristics of their respondents and how technologically sophisticated they are. Create a conceptual definition of‘technographics’ and use it.
Education is often used as an indicator of a person’s socioeconomic status. Historically, the number of years of schooling completed has been recorded by the Australian Bureau of Statistics as a measure of education. Critics say that this measure is no longer accurate as a measure of education.
Define each of the following concepts, and then operationally define each one:a a good golfer b television audience for The X Factor c purchasing intention for an Apple watch d consumer involvement with fashion e a shopaholic f service standard at a fast-food restaurant g the ‘Australian dream’.
Indicate whether the following measures use a nominal, ordinal, interval or ratio scale:a prices on the stock market b marital status, classified as ‘married’ or ‘never married’c whether a respondent has ever been unemployed d academic rank (lecturer, senior lecturer, associate professor,
Comment on the validity and reliability of the following:a A respondent’s report of an intention to subscribe to Choice magazine is highly reliable. A researcher believes this constitutes a valid measurement of dissatisfaction with the economic system and alienation from big business.b A
Why might a researcher wish to use more than one question to measure satisfaction with a particular aspect of retail shopping?
What measurement problems might be associated with the People Meter method of audience ratings? Would any special problem arise in rating children’s programs?
Discuss the differences between validity and reliability.
What descriptive statistics are allowable with nominal, ordinal and interval scales?
Classify each of the following measurement scales as either a normative scale or an ipsative scale:a Likert scale b Best–Worst scale c Constant-sum scale.
A scholarship officer at a university is considering an applicant for a travel scholarship to an overseas university. He or she uses the following processes. If the student has a grade point average in the 90th percentile among the admission, five points are added. If the student had a university
What is the difference between a conceptual definition and an operational definition?
Consider the following research questions or hypotheses. What variables need to be measured in each?a Do consumers who spend more time and who are committed to LinkedIn spend more money on education?b What are the characteristics of consumers who belong to the frequent shopper segment of EB Games?c
Read the vignette at the start of this chapter. What do you think are the advantages and disadvantages of the new method to measure newspaper readership?
Provide a design for this test market. What are some potential advantages and disadvantages of this approach?
What kind of test market would be suitable in this case?
What improvements would you suggest for the experiment?
What type of experimental design would you recommend in this case?
What are some potential issues that may affect the results of the product test?
How accurate do you think test market results are in predicting sales? Why?
How realistic do you think this test market is?
Why was Perth Western Australia, chosen as the test market?
A mouthwash manufacturer learns that a competitor is test marketing a new lemon-flavoured mouthwash in Brisbane.The marketing research department of the competing firm is told to read the results of the test market, and the marketing manager is told to lower the price of the company’s brand to
What advantages does simulated test marketing have over traditional test marketing? What limitations does it have?
What factors are important in selecting test markets?
How are the results of a test market projected to a national level? What problems arise in making such projections? How can projections be adjusted to be more accurate?
What is the difference between standard test marketing and controlled test marketing? What are the advantages and disadvantages of each?
How long should the test market periods last for the products in Question 14?
What measures should be used to project the results of test markets for the following?a a new confectionery bar b a new solar-powered radio built into sunglasses c a toothpaste’s new advertising campaign
Which of the following products or marketing strategies are likely to be test marketed? Why or why not?a a computerised robot lawn mower b a line of 80 g servings of vegetarian dishes for aged consumers c a forklift truck d a new brand of eye drops especially for blue-eyed people e a new,
In a 2× 2 factorial design, there are eight possible patterns of effects. Assume that independent variable A and independent variable B have significant main effects, but there is no interaction between them. Another combination might be no effects of variable A, but a significant effect of
A night-time cough relief formula contains alcohol. An alternative formulation contains no alcohol. During the experiment the subjects are asked to try the product in their homes. Alternative formulations are randomly assigned to subjects. No mention of alcohol is given in the instructions to
‘middies’, an Australian term for a beer glass of 10 fluid ounces.– Thirty-six participants could manage only nine glasses. Four threw up and were excluded; another two couldn’t manage the ‘minimum’ nine glasses and had to be replaced.– Justice Beaumont observed that consuming enough
Evaluate the ethical and research design implications of the following study.– Sixty-six willing Australian drinkers helped a Federal Court judge decide that Tooheys didn’t engage in misleading or deceptive advertising for its 2.2 beer. The beer contains 2.2 per cent alcohol, compared with 6
Name the type of experiment described in each of the following situations. Evaluate the strengths and weaknesses of each design.a A major fast-food corporation is considering a drug-testing program for its counter workers. It selects its largest outlet in Sydney, implements the program and measures
Provide an example for each of the six major factors that influence internal validity.
Name the type of experiment described in each of the following situations. Evaluate the strengths and weaknesses of each design.a A major petroleum corporation is considering phasing out its premium unleaded petrol. It selects Queenstown, New Zealand, as an experimental market in which the product
what will create a main effect?Is interaction possible?
What is the difference between a main effect and an interaction in an experiment. In Question
What are demand characteristics? Give some examples.
In a test of a new coffee, three styrofoam cups – labelled A, B and C – are placed before subjects. The subjects are instructed to taste the coffee from each cup. What problems might arise in this situation?
Name some independent and dependent variables that a marketing manager would be interested in including in an experiment on beer tasting.
Read the opening vignette of this chapter. What are some potential problems in using an online panel as a test market?
What are some ethical issues for David, Leanne and Steve to consider using this research?
Develop a spreadsheet which could be used to collate this information. Start with your own mobile phone bill.
What are the advantages and disadvantages of David’s use of observational research here?
Along with the eye-tracking research, what other research methods could help Mazda assess the usability of its website? Summarise your advice for how Mazda could use complementary methods to obtain a complete understanding of its website usability
What could Mazda learn from eye-tracking software that would be difficult to learn from other observational methods?
What are some ethical issues involved in the use of brain scanning technology in marketing research?
Do a Google search on the use of brain-scanning technology in marketing research. Are any of these pitfalls and problems addressed by marketers?
What are some potential pitfalls?
What are the advantages of using brain scanning technology for marketing research?
What is a fMRI device and how can it be used to research advertising effectiveness?
Comment on the ethics of the following situations:a During the course of telephone calls with customers, a telecommunication provider records respondents’ voices when they have a bill complaint and then conducts a voice pitch analysis. The respondents do not know that their voices are being
Watch the nightly news on a major network for one week.Observe how much time is devoted to national news, advertisements and other activities. (Hint: think carefully about how you will record the contents of the programs.)
Outline a research design using observation for each of the following situations:a A telecommunication provider wishes to collect data on the number of customer services and the frequency of customer use of these services.b A state government wishes to determine the driving public’s use of
How might a smartphone serve to provide data to a company that provides consulting to restaurants?
How might an observation study be combined with a qualitative in-depth interviews?
A multinational fast-food corporation plans to locate a restaurant in Jakarta, Indonesia. Secondary data for this city are outdated. How might you determine the best location using observation?
What are some problems faced by firms with using neuroscience approaches?
Click-through rates for advertisements placed in websites are very low (1 per cent or less). What types of error might exist using click-through rate data as a measure of an advertisement’s success?
What are the ethical issues of using hidden or unobtrusive observation?
Read the opening vignette on the use of observational research and the nature of advertising to New Zealand doctors. What flaws do you think there could be in the use of observational research in this case? How could it be improved?
Is the behaviour performed in a setting in which the anonymity of the person being observed is assured(meaning that there is no way of identifying individuals).
Is the behaviour being observed commonly performed in public where it is expected that others can observe the behaviour?
Go online and examine some consumer panels. Which one do you think is most suitable for them?
If David, Leanne and Steve decide to use a consumer panel, what advice would you give them?
What kind of survey research do you think is suitable here and why?
Are there any possible response biases that may have influenced the results? If so what are these? And how could these be controlled?
What are some possible sample biases that may have occurred from the way the data were collected?
Comment on the use of online surveys to collect the information in this case. Is there a better approach?
Describe any possible ethical issues involved in the use of Google Survey
For what kind of research questions would Google Survey be useful?
What are some limitations of Google Survey as survey methodology?
What are the advantages of Google Survey over online and telephone research?
How might the marketing research industry take action to ensure that the public believes that telephone surveys and door-to-door interviews are legitimate activities, and that firms that misrepresent and deceive the public using marketing research as a sales ploy are not true marketing researchers?
Comment on the ethics of the following situations:a A researcher plans to use invisible ink to code questionnaires to identify respondents in a distributor survey.b A political action committee conducts a survey about its cause. At the end of the questionnaire, it includes a request for a
Evaluate the following survey designs:a A text message survey asks potential respondents to indicate yes or no whether they are driving or not, whether they are alone, and whether they believe the roads in the area can adequately handle traffic, whether more money should be spent on better
‘Individuals are less willing to cooperate with surveys today than they were 15 years ago.’ Comment on this statement.
A publisher offers a university lecturer one of four best-selling mass-market books as an incentive for filling out a 10-page mail questionnaire about a new textbook. What advantages and disadvantages does this incentive have?
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