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marketing research essentials
Marketing Research An Applied Orientation 7th Edition Naresh K Malhotra, Stayabhusan Das - Solutions
Whether there is significant difference of perception between respondents with more and less experience in internet use on local as well as foreign Web site design elements and characteristics.Classify the respondents into groups that have more and less experience in internet use on the basis of
Whether there is significant difference of perception between male and female respondents on local as well as foreign Web site design elements and characteristics. Gender information of respondents is given in datasheet.
Conduct a cross-tabulation between amount spending (two groups) and gender. Interpret the results.
In Table 7, groupwise statistics of independent-sample t test illustrates the significant difference in perception of male versus female undergraduate students on brand association of foreign brand. Classify the respondents into low versus high amount spent on clothing products group (two groups)on
Do the respondents have higher level of brand association than loyalty toward foreign brand?
How should Norton evaluate the marketing research report?How will the findings of marketing research help Akron Children’s Hospital select an appropriate positioning strategy?
If a mail survey is to be conducted to determine households’preferences for children’s hospitals, design a suitable sampling process. What should the sample size be and how should it be determined?
Discuss the role of measurement and scaling in assessing households’ preferences for hospitals for their children when in need of health care for acute cases.
Can an experiment be conducted to address the issue of the best positioning strategy? If yes, what experimental design would you recommend and why?
Do you think that Norton should commission a survey in this case? If yes, which survey method would you recommend and why?
Discuss the role of qualitative research in gaining a better understanding of how households select a hospital for their children when in need of health care for acute cases?
What kind of secondary and syndicated data would be helpful in determining a positioning strategy for Akron Children’s Hospital? What is the role played by such data?
In your opinion, what would be the best sequence for using exploratory and conclusive research in this case?
In this case, how do Norton and the finance people differ from the marketers (Powell and Jones) in their views about the roles of exploratory and conclusive designs?
Define the management decision problem confronting Akron Children’s Hospital and a corresponding marketing research problem and show the linkages between the two.
What is the role of marketing research in determining the best positioning strategy for Akron Children’s Hospital?
If we take this line of reasoning seriously, the implications for many other firms are ____________________.(What consequences are likely to follow if people take the marketing team’s reasoning seriously and apply it to other firms?)
The main inferences/conclusions in this case are ____________________.(Identify the key conclusions implied by the case.)
The most important understanding about Akron Children’s Hospital as an organization that led the firm to consider the research about its positioning was ____________________.(Identify the facts, observations, and/or data Powell and his team are using to support their conclusions.)
The methods used by Powell and his team to answer the marketing research problem were ____________________.(Describe the general approach used and include details that assist in evaluating the quality of the results.)
The key questions the Akron Children’s Hospital employees address in the case are ____________________.(Identify the key questions in the minds of the case protagonists.)
The main purpose of the Akron Children’s Hospital study was ____________________.(State as accurately as possible the reason for doing the study.)
Akron Children’s Hospital Marketing Director Aaron Powell felt it was important to conduct this study because ____________________.(State the relevant background information used to justify their work.)
How should the executive group, along with Kimmel, evaluate the marketing research report? How will the findings of marketing research help them make decisions about changing the brand logo?
If you were the supervisor in charge of mall-intercept interviewing, what challenges would you face in training the interviewers?
If mall-intercept interviews are to be conducted to determine consumers’ preferences for ice cream brands, design a suitable sampling process. What should be the sample size and how should it be determined?
After showing the respondent the old and the new logos, the following question is asked: “Do you like the new logo better than the old logo?” Critically evaluate the wording of this question.
Discuss the role of measurement and scaling in assessing the consumer response to the old and new logos.
Can an experiment be conducted to address the issue of changing the brand logo? If yes, what experimental design would you recommend and why?
Do you think that Kimmel should commission a survey in this case? If yes, which survey method would you recommend and why?
Discuss the role of qualitative research in gaining a better understanding of the influence of the brand image on consumer selection of an ice cream brand.
What kind of secondary and syndicated data would be helpful in addressing the issue of changing the brand logo? What is the role played by such data?
If Kimmel decides to conduct a study to address the marketing research problem, what research design should be adopted? Relate the different phases of the research design to specific aspects of the marketing research problem.
Define the management decision problem confronting the Baskin-Robbins executive group, along with Kimmel, and a corresponding marketing research problem and show the linkages between the two.
What is the role of marketing research in deciding whether to change the logo in this case?
If we take this line of reasoning seriously, the implications for many other firms seeking to define the marketing research problem related to rebranding are ____________________.(What consequences are likely to follow if people take the brand team’s reasoning seriously and apply them to other
The main inferences/conclusions in this case pertaining to problem definition are ____________________.(Identify the key conclusions implied by the case.)
The series of marketing research problem statements can be put into context by comparing each to ____________________.(Place the marketing research problem statements into other readily understood contexts.)
The most important understanding about Baskin-Robbins as an organization that led the firm to consider a new logo as part of problem definition was ____________________.(Identify the facts, observations, and/or data Kimmel and his team are using to support their conclusions. Be quantitative.)
The methods used by Kimmel and his team to identify the marketing research problem were ____________________.(Describe the general approach used and include details that assist in evaluating the quality of the results.)
The key questions the Baskin-Robbins brand team is addressing are ____________________.(Identify the key questions in the minds of the case protagonists.)
The main purpose of the Baskin-Robbins study was ____________________.(State as accurately as possible their reason for doing the study.)
Baskin-Robbins Brand Officer Ken Kimmel felt it was important to conduct this study because ____________________.(State the relevant background information used to justify their work.)
As part of the management team at Fox that produces American Idol, how would you evaluate the report produced by Marcello and Litzenberger? How will the proposed study help you make decisions about the show?
If you were the supervisor in charge of the CARAVAN telephone interviewers, what challenges would you face?
Is the sample size appropriate? Why or why not?
Describe the sampling process employed by Opinion Research Corporation’s CARAVAN. (Hint: Visit www.opinionresearch.com.)
Critically evaluate the wording of the following question:“Who is your favorite American Idol?”
Discuss the role of measurement and scaling in assessing the audience response to American Idol.
Why did Marcello and Litzenberger not consider doing an experiment? What aspects of American Idol viewers should be researched by conducting an experiment?
Is the telephone survey the most appropriate method in this case? If not, which survey method would you recommend?
Discuss the role of qualitative research in gaining a better understanding of why people watch American Idol.
What kind of secondary and syndicated data would be helpful in addressing the questions raised by Marcello and Litzenberger? What is the role played by such data?
If Marcello and Litzenberger decide to conduct this study, what research design should they adopt? Relate the different phases of the research design to specific aspects of the marketing research problem.
Define the management decision problem confronting Melissa Marcello and Julie Litzenberger and a corresponding marketing research problem and show the linkages between the two.
What is the role of marketing research in marketing decision making suggested by this case?
What steps of the six-step marketing research process are evident in this case?
If we take this line of reasoning seriously, the implications are ____________________.(What consequences are likely to follow if people take Marcello and Litzenberger’s reasoning seriously?)
The main inferences/conclusions in this article are ____________________.(Identify the key conclusions the case protagonists present in the article.)
The results can be put into context by comparing them to ____________________.(Place the quantitative results into an easily understood context by expressing as percentages or by comparing them to an intuitively understood value; for example, twice the size of a football field.)
The most important information in this article is ____________________.(Identify the facts, observations, and/or data Marcello and Litzenberger are using to support their conclusions. Be quantitative.)
The methods used to answer their key questions were ____________________.(Describe the general approach used and include details that assist in evaluating the quality of the results; for example, sample size, etc.).
The key questions Marcello and Litzenberger are addressing are ____________________.(Identify the key questions in the minds of the case’s protagonists.)
The main purpose of Marcello and Litzenberger’s study was ____________________.(State as accurately as possible the purpose for doing the study.)
Marcello and Litzenberger felt it was important to conduct this study because ____________________.(State the relevant background information used to justify their work.)
If Nivea were to conduct the survey in Singapore to understand the preferences of consumers for skin care products, which survey method should be used and why?
Develop a sampling plan for administering the survey in question 5.
If a survey is to be conducted to understand the preferences of American consumers for skin care products, which survey method should be used and why?
Discuss the role of qualitative research in understanding the preferences of American consumers for skin care products.Which qualitative research techniques should be used and why?
Nivea would like to undertake research to understand the preferences of American consumers for skin care products.What type of research design should be adopted and why?
Define an appropriate marketing research problem based on the management decision problem identified in question 1.
Nivea would like to increase its share of the U.S. market.Define the management decision problem.
Should the sample size in India be the same as the sample size in the United States? Should the same sampling procedures be used in the two countries?
How will you manage the question translation into Hindi(a major language in India)?
What survey method would you use if the survey were to be conducted in India?
If this survey were to be conducted in India rather than the United States, how would the research process be different?
Discuss the impact of the globalization of markets on marketing research.
Some scholars have argued that the same standardized marketing strategy should be adopted for all foreign markets. Does this imply that the marketing research process should also be standardized and the same procedures followed no matter where the research is being conducted? Discuss this question
Obtain the report of a marketing research project conducted in the United States from a local marketing research firm.Discuss how the research would be different if the same project were conducted in France.
You are a project manager in the international marketing research department of the Coca-Cola Company. Your boss, the director of the international marketing research department, has assigned you to a project designed to measure consumer preference for soft drinks in the United States, United
You are the marketing research director for P&G for Europe.What challenges do you see in researching markets for household products in eastern European countries? Prepare a report for P&G management in the United States. Make a presentation to a group of students representing P&G management.
Visit the Web site of a foreign firm and then visit the Web site of a competing U.S. firm. For example, visit the Web site of Unilever (U.K.) (www.unilever.com) and P&G (U.S.)(www.pg.com). Compare the two sites. Which site is more useful for a marketing researcher?
Compile data on consumption and expenditures for the following categories in 30 different countries: (1) food and beverages,(2) clothing and footwear, (3) housing and home operations,(4) household furnishings, (5) medical care and health, (6) transportation, and (7) recreation. Using SPSS, SAS, or
Compile data on GDP, level of literacy, and percentage of households with telephones for 20 different countries. Using SPSS, SAS, MINITAB, or EXCEL, run a regression analysis with GDP as the dependent variable and the other two variables as the independent variables. Interpret your results.
How can General Motors benefit from NAFTA? Visit www.nafta-sec-alena.org to identify the relevant information.
You have to prepare a plan for marketing Coke in France. Visit www.invest-in-france.org/north-america/en or www.afii.fr/NorthAmerica to find the relevant information.
By visiting the Web site of Kodak (www.kodak.com), what can you learn about the company’s international marketing efforts? Write a brief report.
Identify several cultural issues pertaining to Europeans by visiting http://europa.eu.
Formulate a research design for assessing consumer preferences for designer jeans in the United States, Sweden, Hong Kong, and China. Identify the sources of secondary data, decide whether any qualitative research should be carried out, recommend which survey method to use in each country,
Develop a short questionnaire to measure consumers’ attitudes toward air travel. Have some foreign students do a direct translation of this questionnaire into their native language, and then do a back translation. What translation errors occurred?Correct these errors.
What problems are involved in the direct translation of a questionnaire into another language? How should these problems be addressed?
How should the equivalence of scales and measures be established when the data are to be obtained from different countries or cultural units?
Describe the status of mail interviewing in foreign countries.
Describe the status of in-home personal interviewing in foreign countries.
Describe the status of telephone interviewing and CATI in foreign countries.
What is meant by the sociocultural environment? How do the variables comprising the sociocultural environment influence international marketing research?
What is meant by the informational and technological environment? How do the variables comprising the informational and technological environment influence international marketing research?
What is meant by the structural environment? How do the variables comprising the structural environment influence international marketing research?
Describe the importance of considering the marketing environment in conducting international marketing research.
Describe the aspects of the environment of each country that should be taken into account in international marketing research.
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