New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
marketing research essentials
Marketing Research An Applied Orientation 7th Edition Naresh K Malhotra, Stayabhusan Das - Solutions
Discuss how the marketing management decision action that you recommend to Ralph Lauren is influenced by the research that you suggested earlier and by the findings of that research.
How should Ralph Lauren build an aggressive marketing strategy in Europe?
Discuss the role of the type of research you recommend in enabling Ralph Lauren to increase market share in Europe.
What type of marketing research should Polo Ralph Lauren undertake to successfully increase its penetration in Europe and how should such research be reported?
In what language should the questionnaire be administered in each of these four countries? If the questionnaire has to be translated, what translation issues are involved and how will you handle these issues.
Which survey method should be used in each of these four countries? Why?
Explain the use of the Internet and computers in international marketing research.
Discuss the ethical considerations in international marketing research.
Describe the processes of back translation and parallel translation in translating a questionnaire into a different language.
Discuss how to establish the equivalence of scales and measures, including construct, operational, scalar, and linguistic equivalence.
Describe the use of telephone, personal, and mail survey methods in different countries.
Explain in detail the marketing, governmental, legal, economic, structural, informational and technological, and sociocultural environmental factors and how they have an impact on international marketing research.
Develop a framework for conducting international marketing research.
Discuss the ethical issues involved in researching consumer preferences for hotels.
If marketing research to determine consumer preferences for hotels was to be conducted in Latin America, how would the research process differ?
What charts and graphs would you use in preparing a report for Marriott?
Can the service quality model applied in the context of banking services in Chapter 22 be applied in the case of hotel services?Why or why not?
How would you conduct the training and supervision of the fieldworkers for the survey of question 9?
How should the sample size be determined for the survey of question 9?
What sampling plan should be adopted for the survey of question 9?
Illustrate the use of the primary scales for measuring consumer preferences for hotel chains.
Marriott has developed a new hotel package for families on a vacation. It would like to determine consumers’ response to this package before introducing it in the marketplace. If a survey is to be conducted to determine consumer preferences, which survey method should be used and why?
Discuss the role of qualitative research in helping Marriott further penetrate the non-business-travelers segment in the United States.
What type of internal secondary data will be useful to Marriott?
Use the Internet to determine the market shares of the major hotel chains for the last calendar year.
What type of research design should be adopted? Justify your recommendation.
Marriott would like to further penetrate the non-businesstravelers segment in the United States. Define the management decision problem.
Share your final presentation with a group of fellow students(representing Dell management) in a formal setting.a. What was the most challenging part of preparing, rehearsing, and making this presentation?b. What will you do differently in your next presentation as a result of what you have learned
Can you make a compelling business presentation in 10 minutes?Develop a 10-minute presentation for Dell management using no more than 10 PowerPoint slides.
What recommendations do you have for the management?
Write a report for Dell management summarizing the results of your analyses. Prepare a set of charts using EXCEL.
“Writing reports is an art. Presenting reports is an art. Reading reports is an art. It is all a matter of art.” Discuss in a small group.
“Writing a report that is concise and yet complete is virtually impossible because these two objectives are conflicting.”Discuss.
In a small group, discuss the following statement: “All the graphical aids are really very similar; therefore, it does not matter which ones you use.”
Obtain a copy of a marketing research report from your library or a local marketing research firm. (Many marketing research firms will provide copies of old reports for educational purposes.) Critically evaluate this report.
Make a trip to your library. Read the latest annual reports of three different companies that are known for effective marketing (e.g., Coca-Cola, P&G, GE). Identify the strong and weak points of these reports.
In Fieldwork Activity 2, suppose you were the researcher who wrote the report. Prepare an oral presentation of this report for senior marketing managers. Deliver your presentation to a group of students and ask them to critique it.
You are a researcher preparing a report for a high-tech firm on“The Demand Potential for Microcomputers in Europe.”Develop a format for your report. How is it different from the one given in the book? Discuss your format with your boss(role enacted by a student in your class).
Visit www.gallup.com to identify a recent report prepared by this company. How does the format of this report compare to the one in the book?
Using one of the report-generation programs discussed in this chapter or a similar package, write a report explaining the data and the charts constructed in exercise 1 of this section.
For the data given in Table 23.1, use a graphics package or a spreadsheet, such as Excel, to construct the following graphs:a. Pie chartb. Line chartc. Bar chart
Graphically illustrate the consumer decision-making process described in the following paragraph:The consumer first becomes aware of the need. Then the consumer simultaneously searches for information from several sources: retailers, advertising, word of mouth, and independent publications. After
The following passage is taken from a marketing research report prepared for a group of printers and lithographers without much formal education who run a small family-owned business:To measure the image of the printing industry, two different scaling techniques were employed. The first was a
Describe the evaluation of a marketing research project in retrospect.
What is the purpose of an oral presentation? What guidelines should be followed in an oral presentation?
Describe the role of pictographs. What is the relationship between bar charts and histograms?
Describe a line chart. What kind of information is commonly displayed using such charts?
What is a pie chart? For what type of information is it suitable?For what type of information is it not suitable?
How should the data items be arranged in a table?
Discuss the importance of objectivity in writing a marketing research report.
Why is the “limitations and caveats” section included in the report?
Describe the following parts of a report: title page, table of contents, executive summary, problem definition, research design, data analysis, conclusions, and recommendations.
Describe the process of report preparation.
Explain the use of the Internet and computers in report preparation and presentation.
Identify the ethical issues related to the interpretation and reporting of the research process and findings to the client and the use of these results by the client.
Understand the report preparation and presentation process in international marketing research.
Explain the reason for follow-up with the client and describe the assistance that should be given to the client and the evaluation of the research project.
Describe the approach to the marketing research report from the client’s perspective and the guidelines for reading the research report.
Discuss the nature and scope of the oral presentation and describe the “Tell’Em” and “KISS ’Em” principles.
Discuss the basic requirements of report preparation, including report format, report writing, graphs, and tables.
What are your conclusions? What recommendations would you make to Dell management?
Estimate the structural model and assess its validity.
Specify the structural model and draw a path diagram.
Estimate the measurement model and assess its reliability and validity.
Specify the measurement model and draw a path diagram.
As a small group, discuss the similarities and differences between EFA and CFA? Which is more useful?
Visit some of the marketing and other professors in your college. Ask them for papers they have published using SEM.Write a simple description of the SEM analysis that was done in one of the papers.
You work as a senior marketing research analyst with a major advertising agency. According to theory, advertising leads to awareness, which leads to understanding, which leads to preference, which leads to purchase intention. Draw a path diagram and explain this process to your boss, a group
Compare and contrast the following SEM software: LISREL, AMOS, and EQS. Which software is most user-friendly?Which is most useful? Why?
Download the banking services data set from the Web site for this book. Estimate the measurement and structural models specified in this chapter. Do you get the same results given in this chapter?
Draw a path diagram with three exogenous constructs and one endogenous construct. The exogenous constructs are measured by 5, 4, and 3 observed variables or indicators. The endogenous construct is measured by 4 indicators. Two exogenous constructs are expected to be positively related and one
What is a recursive model? Why is this aspect relevant in SEM?
What is a structural theory and how is it different from measurement theory?
How do you assess the validity of a measurement model?
What is confirmatory factor analysis? How is it similar to and different from exploratory factor analysis?
What are the similarities and differences between a parsimony and incremental fit index?
What are the similarities and differences between an absolute and incremental fit index?
What is the role of theory in SEM?
Discuss how the marketing management decision action that you recommend to Muhtar Kent is influenced by the data analysis that you suggested earlier and by the likely findings.
Should Muhtar Kent change the advertising for Diet Coke to focus more on the factors influencing consumers’ choice of diet soft drink brands?
What data should be collected and how should they be analyzed in determining what factors drive consumers’ consumption of soft drink brands? Can SEM be used? If so how?
What theoretical framework can be used to explain consumers’ attitudes, preferences, and consumption of diet soft drink brands?
Discuss the relationship of SEM to other multivariate techniques.
Describe how to specify a structural model and assess its validity.
Explain the concept of model fit and the differences between absolute, incremental, and parsimony fit indices.
Know how to specify a measurement model and assess its validity.
Describe the process of conducting SEM and explain the various steps involved.
Explain the basic concepts in SEM such as theory, model, path diagram, exogenous versus endogenous constructs, dependence and correlational relationships, model fit, and model identification.
Define the nature and unique characteristics of structural equation modeling(SEM).
Construct 24 full profiles of PCs using the attributes and the levels given in the real research example in the book. Thus the attributes and their levels will be: price ($1,000, $1,500,$2,000), screen size (17, 24), monitor maximum resolution, and extended warranty (no, 4 years). Rate the 24
Provide similarity ratings on a 1 to 7 scale for all possible pairs of the following brands of PCs: Dell, HP, Gateway, Sony, Toshiba, Acer, Lenovo, Apple, and Panasonic. Develop a twodimensional MDS map. Interpret the dimensions and the map.
Discuss, in a small group, the similarities and differences among MDS, factor analysis, and discriminant analysis.
In small groups, discuss the similarities and differences between MDS and conjoint analysis.
Construct the nine sneaker profiles given in Table 21.6. Rate these nine profiles in terms of your preference, using a 9-point rating scale.
Consider the following 12 brands of bath soap: Jergens, Dove, Zest, Dial, Camay, Ivory, Palmolive, Irish Spring, Lux, Safeguard, Tone, and Monchel. Form all the possible 66 pairs of these brands. Rate these pairs of brands in terms of similarity, using a 7-point scale.
As the senior marketing research manager for Nike, explain the role that conjoint analysis can play in designing superior athletic shoes to top management (represented by a group of fellow students).
You are the director of marketing research for Macy’s.Develop an MDS map showing the positioning of the 10 department stores considered in this book. See Table 8.2 in Chapter 8 for the names of these stores. Explain this map and its implications for competitive positioning of Macy’s to your
How do your results compare with those reported in the text?
Use OLS regression to develop part-worth functions for the three sneaker attributes using the data you provided in Fieldwork Activity
Use an appropriate MDS procedure, such as ALSCAL. Label the dimensions and interpret your own spatial map.
Showing 1300 - 1400
of 3271
First
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
Last
Step by Step Answers
Get 50% OFF
Claim Now
