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marketing research essentials
Marketing Research An Applied Orientation 7th Edition Naresh K Malhotra, Stayabhusan Das - Solutions
Analyze the similarity judgments that you provided for the 12 bath soap brands in Fieldwork Activity
Analyze the data of Table 21.1 using an appropriate MDS procedure. Compare your results to those given in the text.
A respondent’s ratings of nine luxury car brands on four dimensions are shown on the next page. Each brand was evaluated on each dimension (prestige, performance, luxury, and value) on a 7-point scale with 1 poor and 7 excellent.Using SPSS Windows, SAS, or alternative software, develop an MDS
What procedures are available for assessing the reliability and validity of conjoint analysis results?
Describe the pairwise approach to constructing stimuli in conjoint analysis.
Describe the full-profile approach to constructing stimuli in conjoint analysis.
What is the difference between internal and external analysis of preference data?
Describe the ways in which the reliability and validity of MDS solutions can be assessed.
What guidelines are used for deciding on the number of dimensions in which to obtain an MDS solution?
What factors influence the choice of an MDS procedure?
Describe the direct and derived approaches to obtaining MDS input data.
Discuss how the marketing management decision action that you recommend to J. David Karam is influenced by the data analysis that you suggested earlier and by the likely findings.
What new strategies should J. David Karam formulate to strengthen the positioning of Wendy’s?
Discuss the role of MDS and conjoint analysis in enabling J. David Karam to strengthen the positioning of Wendy’s.
What data should be collected and how should they be analyzed to implement MDS and conjoint analysis to strengthen the positioning of Wendy’s?
Define the concept of hybrid conjoint analysis and explain how it simplifies the data-collection task.
Describe the procedure for conducting conjoint analysis, including formulating the problem, constructing the stimuli, deciding the form of input data, selecting a conjoint analysis procedure, interpreting the results, and assessing reliability and validity.
Discuss the basic concepts of conjoint analysis, contrast it with MDS, and discuss its various applications.
Explain the multidimensional scaling of preference data and distinguish between internal and external analysis of preferences.
Describe the steps involved in multidimensional scaling of perception data, including formulating the problem, obtaining input data, selecting an MDS procedure, deciding on the number of dimensions, labeling the dimensions and interpreting the configuration, and assessing reliability and validity.
Discuss the basic concept and scope of multidimensional scaling (MDS) in marketing research and describe its various applications.
How would you cluster the respondents based on the Market Maven, Innovativeness, and Opinion Leadership items (variables q10_1 through Q10_13)? Interpret the resulting clusters.
How would you cluster the respondents based on evaluations of Dell (variables q8_1 through Q8_13)? Interpret the resulting clusters.
As a small group, discuss the role of cluster analysis in analyzing marketing research data. Emphasize the ways in which cluster analysis can be used in conjunction with other data analysis procedures.Dell Running Case Review the Dell case, Case 1.1, and questionnaire given toward the end of the
As a marketing research consultant to a major airline, you must determine consumers’ attitudes toward airlines and flying.Construct a 15-item scale for this purpose. In a group of five students, obtain data on this scale and standard demographic characteristics from 50 male or female heads of
You have been hired as a marketing research analyst by P&G.Your boss, the marketing manager, is wondering whether the market for toothpaste can be segmented based on the benefits consumers seek while buying toothpaste. Explain to your boss(a student in your class) the analysis that you would
Analyze the data collected in the Fieldwork Activity to cluster the 15 variables measuring consumer attitude toward airlines and flying. Use one of the programs described in this chapter.
Analyze the data collected in the Fieldwork Activity to cluster the respondents, using the hierarchical and nonhierarchical methods. Use one of the software packages discussed in this chapter.
Consider only the following variables: evaluations of the sneakers on comfort (V2), style (V3), and durability (V4).a. Cluster the respondents based on the identified variables using hierarchical clustering. Use Ward’s method and squared euclidean distances. How many clusters do you recommend and
Conduct the following analysis on the sneakers data given in Internet and Computer Exercises 3 of Chapter
Conduct the following analysis on the outdoor lifestyle data given in Internet and Computer Exercises 2 of Chapter 15.Consider only the following variables: the importance attached to enjoying nature, relating to the weather, living in harmony with the environment, exercising regularly, and meeting
Conduct the following analysis on the Nike data given in Internet and Computer Exercises 1 of Chapter 15.Consider only the following variables: awareness, attitude, preference, intention, and loyalty toward Nike.a. Cluster the respondents based on the identified variables using hierarchical
Analyze the data in Table 20.1 using the following hierarchical methods: (a) single linkage (nearest neighbor), (b) complete linkage (furthest neighbor), and (c) method of centroid. Use SPSS, SAS, or MINITAB. Compare your results with those given in Table 20.2.
Are the following statements true or false?a. Hierarchical and nonhierarchical clustering methods always produce different results.b. One should always standardize data before performing cluster analysis.c. Small distance coefficients in the agglomeration schedule imply that dissimilar cases are
Describe some procedures available for assessing the quality of clustering solutions.
What are some of the additional variables used for profiling the clusters?
What is involved in the interpretation of clusters?
What guidelines are available for deciding on the number of clusters?
What are the two major disadvantages of nonhierarchical clustering procedures?
Why is the average linkage method usually preferred to single linkage and complete linkage?
What is the most commonly used measure of similarity in cluster analysis?
What are some of the uses of cluster analysis in marketing?
Discuss the applications of nonhierarchical clustering and clustering of variables.
Describe the purpose and methods for evaluating the quality of clustering results and assessing reliability and validity.
Explain the procedure for conducting cluster analysis, including formulating the problem, selecting a distance measure, selecting a clustering procedure, deciding on the number of clusters, and interpreting and profiling clusters.
Describe the basic concept and scope of cluster analysis and its importance in marketing research.
Can the Market Maven, Innovativeness, and Opinion Leadership items (variables q10_1 through Q10_13) be represented by a reduced set of factors? If so, what would be the interpretation of these factors? (Hint: Do a principal components analysis with varimax rotation.)
Can evaluations of Dell (variables q8_1 through Q8_13) be represented by a reduced set of factors? If so, what would be the interpretation of these factors? (Hint: Do a principal components analysis with varimax rotation.)
As a small group, identify the uses of factor analysis in each of the following major decision areas in marketing:a. Market segmentationb. Product decisionsc. Promotion decisionsd. Pricing decisionse. Distribution decisions
You have been commissioned by a manufacturer of sporting goods to determine student attitudes toward leisure behavior.Construct an 8-item scale for this purpose. Administer this scale to 35 students on the campus.
You are a marketing research analyst for a manufacturer of casual clothing. You have been asked to develop a set of 10 statements for measuring student psychographic characteristics and lifestyles, because they may relate to the use of casual clothing. The respondents will be asked to indicate
You have been hired as a marketing research analyst by Kroger, a major supermarket. Your boss, the marketing manager, is wondering whether the ratings of Kroger’s customers on 15 lifestyle factors can be represented more succinctly. Explain to your boss (a student in your class) the analysis that
Factor analyze the leisure time data collected in Fieldwork Activity 2, using common factor analysis. Use SPSS, SAS, or MINITAB.
Factor analyze the clothing psychographic and lifestyle data collected in Fieldwork Activity 1, using principal components analysis. Use an appropriate program from SPSS, SAS, or MINITAB.
Conduct the following analysis on the sneakers data given in Internet and Computer Exercises 3 of Chapter 17.Consider only the following variables: evaluations of the sneakers on comfort (V2), style (V3), and durability (V4).a. Analyze this data using principal components analysis, using the
Conduct the following analysis on the outdoor lifestyle data given in Internet and Computer Exercises 2 of Chapter 15.Consider only the following variables: the importance attached to enjoying nature, relating to the weather, living in harmony with the environment, exercising regularly, and meeting
How is the fit of the factor analysis model examined?
Why is it useful to rotate the factors? Which is the most common method of rotation?
Explain how eigenvalues are used to determine the number of factors.
What is the major difference between principal components analysis and common factor analysis?
For what purpose is the Kaiser-Meyer-Olkin measure of sampling adequacy used?
What is meant by the term “communality of a variable”?
What are the major uses of factor analysis?
Can the importance attached to the eight factors of the choice criteria be represented by a reduced set of factors? If so, what would be the interpretation of these factors? Conduct a principal components analysis.
Can the 21 lifestyle statements be represented by a reduced set of factors? If so, what would be the interpretation of these factors? Conduct a principal components analysis and save the factor scores.
Discuss how the marketing management decision action that you recommend to James E. Quinn is influenced by the data analysis that you suggested earlier and by the likely findings.
What new strategies should James E. Quinn formulate to target the core customers?
Discuss the role of the type of research you recommend in enabling James E. Quinn to maintain and build upon the loyalty of Tiffany’s core customers.
What data should be collected and how should they be analyzed to determine the psychographic profile of Tiffany’s core customers?
Describe the procedure for determining the fit of a factor analysis model using the observed and the reproduced correlations.
Explain the selection of surrogate variables and their application, with emphasis on their use in subsequent analysis.
Discuss the procedure for conducting factor analysis, including problem formulation, construction of the correlation matrix, selection of an appropriate method, determination of the number of factors, rotation, and interpretation of factors.
Describe the concept of factor analysis and explain how it is different from analysis of variance, multiple regression, and discriminant analysis.
Do a three-group discriminant analysis with the three price sensitivity groups derived based on the recoding of q9_10per(as specified in Chapter 14) as the dependent variables and all the 13 evaluations of Dell (q8_1 to q8_13) as the independent variables. Interpret the results.
Do a three-group discriminant analysis with the three price sensitivity groups derived based on the recoding of q9_5per(as specified in Chapter 14) as the dependent variables and all the 13 evaluations of Dell (q8_1 to q8_13) as the independent variables. Interpret the results
Do a two-group discriminant analysis with the likelihood of choosing Dell groups derived based on the recoding of q6 (as specified in Chapter 14) as the dependent variables and all the 13 evaluations of Dell (q8_1 to q8_13) as the independent variables. Interpret the results. Do a similar analysis
Do a two-group discriminant analysis with the two overall satisfaction groups derived based on the recoding of q4 (as specified in Chapter 14) as the dependent variables and all the 13 evaluations of Dell (q8_1 to q8_13) as the independent variables. Interpret the results. Do a similar analysis
Is it meaningful to determine the relative importance of predictors in discriminating between the groups? Why or why not? Discuss as a small group.
Interview 15 graduate and 15 undergraduate students.Measure their attitudes toward college education (It is worthwhile getting a college degree), enjoyment in life (It is important to have fun in life), your university (I am not very happy that I chose to go to school here), and work ethic (In
You have been hired as a marketing research analyst by American Airlines. Your boss, the marketing manager, is wondering what statistical analysis should be conducted to determine the differences between the frequent fliers and occasional fliers in terms of five statements measuring attitude toward
Conduct a two-group discriminant analysis on the data you obtained in Fieldwork Activity 1, using the SPSS, SAS, or MINITAB package. Is it possible to differentiate between graduate and undergraduate students using the four attitudinal measures?
Do the three groups based on location of residence differ on the importance attached to enjoying nature, relating to the weather, living in harmony with the environment, exercising regularly, and meeting other people (V2 to V6) when these variables are considered simultaneously?
Analyze the outdoor lifestyle data given in Internet and Computer Exercises 2 of Chapter
Do the three usage groups differ in terms of awareness, attitude, preference, intention, and loyalty toward Nike when these variables are considered simultaneously?
Analyze the Nike data given in Internet and Computer Exercises 1 of Chapter
Conduct a three-group stepwise discriminant analysis on the data given in Tables 18.2 and 18.3 using the SPSS, SAS, or MINITAB package. Compare the results to those given in Table 18.5 for three-group discriminant analysis.
Conduct a two-group discriminant analysis on the data given in Tables 18.2 and 18.3 using the SPSS, SAS, and MINITAB packages. Compare the output from all the packages. Discuss the similarities and differences.
In investigating the differences between heavy and light or nonusers of frozen foods, it was found that the two largest standardized discriminant function coefficients were 0.97 for convenience orientation and 0.61 for income. Is it correct to conclude that convenience orientation is more important
When the groups are of equal size, how is the accuracy of chance classification determined?
Describe a common procedure for determining the validity of discriminant analysis.
How is the statistical significance of discriminant analysis determined?
How should the total sample be split for estimation and validation purposes?
Describe the relationship of discriminant analysis to regression and ANOVA.
What is the main distinction between two-group and multiple discriminant analysis?
What are the objectives of discriminant analysis?
Explain stepwise discriminant analysis and describe the Mahalanobis procedure.
Outline the procedures for conducting discriminant analysis, including the formulation of the problem, estimation of the discriminant function coefficients, determination of significance, interpretation, and validation.
Describe the concept of discriminant analysis, its objectives, and its applications in marketing research.
Can price sensitivity ratings of q9_10per be explained in terms of all 13 evaluations of Dell (q8_1 to q8_13) when the independent variables are considered simultaneously?Interpret the results.
Can price sensitivity ratings of q9_5per be explained in terms of all 13 evaluations of Dell (q8_1 to q8_13) when the independent variables are considered simultaneously?Interpret the results.
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