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business
marketing research essentials
Marketing Research 4th Edition William Zikmund, Steven D Alessandro, Ben Lowe, Hume Winzar, Barry J. Babin. - Solutions
What type of communication medium would you use to conduct the following surveys? Why?a buying motives of fashion buyers for retail chains b satisfaction levels of hotel customers c television advertisement advertising awareness d top corporate executives’ exercise habits.
of these respondents wrote that they did not want to participate in the survey. The researcher indicates the response rate was 33.3 per cent. Is this the right thing to do?
A researcher sends out 200 questionnaires, but 50 are returned because the addresses are inaccurate. Of the 150 delivered questionnaires, 50 are completed and mailed back.However,
Suppose you are the marketing research director for your state’s or regional tourism bureau. Assess the state’s information needs and identify the information you will collect in a survey of tourists who visit your state.
Go through your local newspaper to find some stories derived from survey research results. Was the study’s methodology appropriate? Could the research have been termed advocacy research?
What are the advantages and disadvantages of using online consumer panels?
How might survey results for buying intentions be adjusted to account for consumer pessimism?
A survey conducted by the Australia Council for the Arts asked: ‘Have you read a book within the last year?’ What response bias might arise from this question?
What topics about illegal downloads might be extremely sensitive issues about which to directly question respondents?
per cent response rate from a sample of university students contacted by mobile phone in a study in attitudes towards health insurance.f Researchers who must conduct a 45-minute personal interview decide to offer $50 to each respondent because they believe that people who will sell their opinions
What potential sources of error might be associated with the following situations?a In a survey of frequent flyers aged 50 and older, researchers concluded that price does not play a significant role in airline travel because only 25 per cent of the respondents check off price as the most important
In a survey, chief executive officers (CEOs) indicated that they would prefer to relocate their businesses in Perth (first choice), Wellington (New Zealand), Auckland (New Zealand), Singapore or Kuala Lumpur (Malaysia). The CEOs who said they were going to build the required office space in the
Give an example of each type of error listed in Exhibit 5.1.
What survey research objectives might an online retailer develop so as to learn about consumers?
Why is a response bias a concern for survey researchers? Are there other issues that should be of greater concern?
Do surveys tend to gather qualitative or quantitative data?What kinds of information are commonly measured in surveys?
How do you explain the conflicting survey findings in the opening vignette of this chapter?
What are possible sources of the amount of consumer complaints in this industry, and how does this compare to other service industries?
Using these sources, how big is the market and what amount do households spend on this category?
What kind of secondary data sources should David use to estimate the size of the mobile service provider market in Australia and how much consumers spend on this?
Which sources of information for 1 and 2 do you find more trustworthy and accurate? Why?
Find evidence that the introduction of the electric car may overload Australia’s electrical grid.
Identify possible sources of information that show the market attractiveness or not of the electric car in Australia.
For what kind of market research studies would Twitter data be useful?
What are the ethical considerations of using Twitter data?
What are the advantages and disadvantages of analysing Twitter data?
A newspaper reporter reads a study that surveyed US children and then reports that a high percentage of children recognise Joe Camel (US cigarette spokesperson), but fails to report that the study also found that a much higher percentage of children indicated very negative attitudes towards
Use secondary data to learn the size of the New Zealand soccer market and to profile who plays soccer.
Use the most recent census of your country to find the total population, median age, family types, Internet use and median income for: (a) your town (or state); and (b) the town (or state)in which your university is located. What are the differences?Why might they be important for a marketer of
Find the following data from the Australian Bureau of Statistics:a Australian gross domestic product for the first quarter of 2016 b exports of goods and services for December 2016 c imports of goods and services for December 2016.
Suppose you are a marketing research consultant and a client comes to your office and says: ‘I must have the latest information on the supply of and demand for bricks within the next 24 hours.’What would you do?
What would be the best source for the following data?a population, average income and employment rates for Sydney, Australia b maps of New Zealand suburbs and cities c trends in automobile ownership in New Zealand d divorce trends in Australia e median weekly earnings of full-time, salaried workers
How might a retailer such as eBay use data mining?
Over the past five years, a manager has noted a steady decline in sales and profits for her division’s product line. Does she need to use any secondary data to further evaluate her division’s condition?
Suppose you wish to learn about the size of the music market, particularly CD sales, growth patterns of streaming services and vinyl record sales, where would probable sources for these secondary data be available?
Why is secondary data so important to market researchers?
Read the first example at the start of this chapter about metadata. What can metadata tell someone about a consumer? Are there any ethical issues involved (Hint:examine some of the endnotes about metadata in this chapter.)
What are some potential problems with your qualitative research design, and how could these be avoided?
Develop a potential discussion guide for this response
What kind of qualitative research do you think is best here?Why?
How might this research design be improved?
Why was it important to do market research in this case?
Did the focus groups guide or did they confirm management decision-making?
What role did focus groups play in the rebranding of Beaurepaires?
How could the design of the focus group be improved, if at all?
What are the advantages and disadvantages of using an airborne focus group in this place?
A researcher interested in understanding the illicit drug habits of 18–29 year olds in New Zealand, is wondering whether to use in depth interviews or focus groups. What would you advise and why?
Comment on the following approach to qualitative research.Does it breach any of Hugh Mackay’s seven deadly sins? If the research was successful, does it need to be changed or improved?
What are the potential problems with focus groups? How might they be improved?
Most projective techniques attempt to assess a respondent’s true feelings by asking indirect questions rather than using direct questions that could give the respondent a good idea about the researcher’s true motives. Does the use of this technique constitute deception?
How might qualitative research be used to screen various ideas for advertising copy in television advertisements?
An online retailer receives many thousands of customer emails a year. Some are complaints, some are compliments. They cover a broad range of topics. Are these letters a possible source for exploratory research? Why or why not?
Discuss the advantages and disadvantages of the following focus group techniques:a A videoconferencing system that allows marketers to conduct focus groups in two different locations with participants who interact with each other.b A system that uses telephone conference calls for group sessions.c
A focus group moderator plans to ask respondents to taste new wine varieties before starting the group discussion about wine consumption habits. Is this a good idea? Explain.
If a researcher wanted to conduct a focus group with children, what special considerations might be necessary?
What is the function of a focus group? What are its advantages and disadvantages?
What benefits can be gained from case studies? What dangers, if any, do they present? In what situations are they most useful?
What are the differences between ‘real-time’ and ‘off-time’focus groups? Suppose a manager wants to examine students’attitudes to buying digital textbooks. Which type of online focus group would be better suited for them?
What type of qualitative research would you suggest in the following situations?a A product manager suggests development of a new interactive game for the Apple Watch.b A research project has the purpose of evaluating potential brand names for a new cocktail ready-to-drink mixer.c A movie producer
Comment on the following remark by a marketing consultant:‘Qualitative research is subjective and uses a few biased respondents; it does not constitute market research.’
Did you have any post-sale complaints?Can you tell me about those? How were they handled?
Have you saved money or experienced other benefits since switching mobile service providers? If so, what benefits have you experienced?
Having now switched over, describe your experience with the mobile phone service provider since you switched. Were your expectations met? Did the new provider tell you all the relevant details about your new plan?
Did the mobile phone provider follow through on its customer service promises? How did the mobile phone provider handle these issues?
How difficult to understand was the pre-sales marketing and product information provided to you by your new provider?
Were there any hassles along the way? Did you read the contract? Any issues with it?
Where did you buy your mobile service from? In person? Over the phone? Or on the Internet? Why did you choose this source?
Describe your experiences switching into the new provider. [Probe if necessary.]
How difficult was it for you to compare the different service provider offers? Was the information easy to find and understand?[Prompt if necessary.]d Is there anything which caused confusion?
Describe your experience and the steps you took in searching for a new mobile phone service provider.
Now that you have switched what attracted you to move to this new mobile phone service provider?
Have you incurred any unexpected costs (or savings) with your current mobile service provider? What happened? How did you feel?What did you do about it?
Did you incur any unexpected costs (or savings; i.e., you underspent) with your previous mobile phone service provider? What happened? How did you feel? Did you find it easy or difficult to understand all of the costs involved in using your previous mobile service provider? Was your previous
Probe: What were the biggest areas of service failure (examples include billing errors, technical problems, unexpected costs, lack of customer service)?
Were there any incidents that occurred that led you to say, ‘That’s enough. I have to change?’
Was there anything that really ‘disappointed’or ‘frustrated’, or made you unhappy about your previous mobile service provider. (e.g.too hard to compare plans, they’re all the same, I want to keep my mobile number, I’ve been with my current provider for so long I can’t be bothered
Describe your experience with your previous mobile service provider.
How often you monitor your bill? If so, how do you monitor?
Do you know the difference between a network carrier (e.g., Telstra, Optus) and a service provider (e.g., Boost, Crazy John’s)?Does it matter?
Do you use more than one mobile provider?If so, why?
What’s different about your current plan compared to the old one?
Prompt if necessary: Who with? How much?, What does it include (data, SMS etc.)?
Describe the details of the plan you were previously on before you switched.
How long have you been with your mobile service provider?
Are there any ethical issues for David, Leanne and Steve to consider with this proposal and contract and how could they be avoided?
What kind of research designs are best suited? Why?
Develop a research proposal for this client
How well do you think the research design meets the research objectives of the study? Justify your answer.
Outline some key research objectives you think would have been developed from the management problems/issues in this research study.
What do you think were the management issues/problems which triggered the need for this research?
You are asked by management to provide a justification for last year’s marketing campaign by conducting research that will show that it had a positive effect on sales. There is a very good chance that if your report is well received you will be considered for promotion. What should you do?
You have solicited research proposals from several firms.The lowest bidder has the best questionnaire and proposal.However, there is one feature that you particularly like in the proposal submitted by a firm that will not receive the job. How should you handle this situation?
You have been hired by the Victorian Country Fire Volunteers to learn how they can increase the number of people who volunteer as country firefighters. Define your research objectives.
You have been hired by a group of hotel owners, restaurant owners and other people engaged in businesses who benefit from tourism at Hawkes Bay, New Zealand. They wish to learn how they can attract a large number of international students there on their summer break. Define the marketing research
Comment on the following statements:a ‘The best marketing researchers are prepared to rethink and rewrite their proposals.’b ‘The client’s signature is an essential element of the research proposal.’
What role should managers play in the development of the research proposal?
What purpose does a research proposal serve?
Consider the following list, and indicate and explain whether each best fits the definition of a problem, opportunity or symptom.a A 12.5 per cent decrease in store traffic for a department store in a medium-sized shopping centre.b A furniture manufacturer and retailer in China reads a research
Go the library, find the business journals, and record and evaluate some hypotheses that have been investigated in recent years. Identify the key independent and dependent variables.
A government department wants to reduce youth binge drinking. List some variables that might be investigated to solve this problem.
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