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marketing research essentials
Marketing Research An Applied Orientation 7th Edition Naresh K Malhotra, Stayabhusan Das - Solutions
Can the likelihood of choosing Dell (q6) 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 the overall satisfaction (q4) 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.
As a small group, discuss the relationship among bivariate correlation, bivariate regression, multiple regression, and analysis of variance.
As a small group, discuss the following statement: “Regression is such a basic technique that it should always be used in analyzing data.”
Visit 10 different drugstores in your area. Evaluate each store in terms of its overall image and quality of in-store service using 11-point rating scales (1 poor, 11 excellent). Then analyze the data you have collected as follows:a. Plot the overall image (Y-axis) against relative in-store service
You have been hired as a marketing research analyst by Burger King. Your boss, the marketing manager, is wondering what statistical analysis should be conducted to explain the patronage of Burger King in terms of the consumers’ evaluations of Burger King on the factors of consumers’choice
Demonstrate the equivalence of regression with dummy variables to one-way ANOVA.
What are some of the measures used to assess the relative importance of predictors in multiple regression?
State the null hypothesis in testing the significance of the overall multiple regression equation. How is this null hypothesis tested?
Explain the meaning of a partial regression coefficient. Why is it so called?
How is the strength of association measured in bivariate regression? In multiple regression?
What is the least-squares procedure?
What is the product moment correlation coefficient? Does a product moment correlation of 0 between two variables imply that the variables are not related to each other?
Multiple regressions should be run when examining the association between a single dependent variable and several independent variables.
Run several bivariate regressions and compare these results with the corresponding product moment correlations.
It is desirable to calculate product moment correlations between all interval scaled variables. This gives an idea of the correlations between variables.
Are consumers’ perceptions of quality determined by their perceptions of prices, brand image, and brand attributes?
Can variation in market shares be accounted for by the size of the sales force, advertising expenditures, and sales promotion budgets?
Explain the nature and methods of multiple regression analysis and the meaning of partial regression coefficients.
Explain the nature and methods of bivariate regression analysis and describe the general model, estimation of parameters, standardized regression coefficient, significance testing, prediction accuracy, residual analysis, and model cross-validation.
Discuss the concepts of product moment correlation, partial correlation, and part correlation and show how they provide a foundation for regression analysis.
Do the demographic groups as recoded in Chapter 14 (recoded q11, q12, q13) and q14 differ in terms of likelihood of choosing Dell computers (q6)? Interpret the results.
Do the demographic groups as recoded in Chapter 14 (recoded q11, q12, q13) and q14 differ in terms of likelihood of recommending Dell computers (q5)? Interpret the results.
Do the demographic groups as recoded in Chapter 14 (recoded q11, q12, q13) and q14 differ in terms of overall satisfaction with Dell computers (q4)? Interpret the results.
Are the three price-sensitive groups based on q9_10per as derived in Chapter 14 different in terms of each of the evaluations of Dell (q8_1 to q8_13)? Interpret the results.
What is meant by repeated measures ANOVA? Describe the decomposition of variation in repeated measures ANOVA.
What is the most powerful test for making a posteriori contrasts? Which test is the most conservative?
How is the relative importance of factors measured in a balanced design?
What is the most common use of the covariate in ANCOVA?
How is the total variation decomposed in n-way analysis of variance?
What is the null hypothesis in one-way ANOVA? What basic statistic is used to test the null hypothesis in one-way ANOVA? How is this statistic computed?
What is total variation? How is it decomposed in a one-way analysis of variance?
What is the relationship between analysis of variance and the t test?
Discuss the similarities and differences between analysis of variance and analysis of covariance.
What is the effect of consumers’ familiarity with a department store (high, medium, and low) and store image (positive, neutral, and negative) on preference for the store?
How do the consumers’ intentions to buy a brand vary with different levels of price and different levels of distribution?
Discuss the scope of the analysis of variance (ANOVA) technique and its relationship to the t test and regression.
Is the mean of responses to q8b_6 (Have computers that run programs quickly) and q8b_7 (Have high-quality computers with no technical problems) different? How would your analysis change if the evaluations of Dell (q8_6 and q8_7) are to be treated as ordinal rather than interval scaled?
Are the two Likelihood of choosing Dell groups derived based on the recoding of q6 as specified in Chapter 14 different in terms of each of the evaluations of Dell (q8_1 to q8_13)? How would your analysis change if the evaluations of Dell (q8_1 to q8_13) are to be treated as ordinal rather than
Are the two Likely to recommend groups derived based on the recoding of q5 as specified in Chapter 14 different in terms of each of the evaluations of Dell (q8_1 to q8_13)? How would your analysis change if the evaluations of Dell (q8_1 to q8_13) are to be treated as ordinal rather than interval
The response on which of the evaluations of Dell (q8_1 to q8_13) is normally distributed? What are the implications of your results for data analysis?
Develop a questionnaire to obtain the following information from students on your campus.a. Average amount per week spent on the consumption of soft drinksb. Average amount per week spent on the consumption of other nonalcoholic beverages (milk, coffee, tea, fruit juices, etc.)c. Frequency of
A major department store chain is having an end-of-season sale on refrigerators. The number of refrigerators sold during this sale at a sample of 10 stores was:80 110 0 40 70 80 100 50 80 30a. Is there evidence that an average of more than 50 refrigerators per store were sold during this sale?
What is the major difference between cross-tabulation and frequency distribution?
What percentage of the market consists of heavy users, medium users, light users, and nonusers?
How many users of the brand may be characterized as brand loyal?
Recode the demographics as follows. (a) Combine the two lowest education (q11) categories into a single category. Thus, Some high school or less and High school graduate will be combined into a single category labeled High school graduate or less. (b) Recode age (q12) into four new categories: 18
Recode q9_10per into three groups: Definitely or probably would have purchased and might or might not have purchased(ratings of 1, 2, and 3), Probably would not have purchased(rating of 4), and Definitely would not have purchased (rating of 5). Calculate a frequency distribution of the new variable
Recode q9_5per into three groups: Definitely or probably would have purchased (ratings of 1 and 2), Might or might not have purchased (rating of 3), and Probably or definitely would not have purchased (ratings of 4, and 5). Calculate a frequency distribution of the new variable and interpret the
Recode q6 (likelihood of choosing Dell) into two groups:Definitely would choose (rating of 1), and probably would or less likely to choose (ratings of 2, 3, 4, and 5). Calculate a frequency distribution of the new variable and interpret the results.
Recode q5 (would recommend) into two groups: Definitely would recommend (rating of 1), and probably would or less likely to recommend (ratings of 2, 3, 4, and 5). Calculate a frequency distribution of the new variable and interpret the results.
Recode q4 (overall satisfaction) into two groups: Very satisfied(rating of 1), and somewhat satisfied or dissatisfied (ratings of 2, 3, and 4). Calculate a frequency distribution of the new variable and interpret the results.
Form a new variable that denotes the total number of things that people have ever done online based on q2_1 to q2_7.Run a frequency distribution of the new variable and interpret the results. Note the missing values for q2_1 to q2_7 are coded as 0.
Recode the respondents based on total hours per week spent online into three groups: 5 hours or less (light users), 6 to 10 hours(medium users), and 11 hours or more (heavy users). Calculate a frequency distribution.
Recode the respondents based on total hours per week spent online into two groups: 5 hours or less (light users), and 6 hours or more (heavy users). Calculate a frequency distribution.
As a group, discuss the following: “The researcher should always use computer-assisted interviewing (CATI or CAPI) to collect the data, because these methods greatly facilitate data preparation.”
You are the marketing research manager for Whirlpool Appliances. Whirlpool (www.whirlpool.com) has developed a luxury refrigerator model that has several innovative features and will be sold for a premium price of $1,995.A national survey was conducted to determine consumer response to the proposed
You are a project supervisor with SDR Consulting(www.sdrnet.com), a firm based in Atlanta that specializes in data analysis. You are supervising the data-preparation process for a large survey conducted for a leading manufacturer of paper towels. The data are being collected via in-home personal
Use an electronic questionnaire design and administration package such as Ci3 to program the camera preference questionnaire given in problem 2.Add one or two questions of your own.Administer the questionnaire to five students and prepare the data for analysis. Does computer administration of the
Develop dummy variable coding schemes for the following variables.■ Sex■ Marital status consisting of the following four categories:never married, now married, divorced, other (separated, widowed, etc.)
Describe the data-preparation process.
Discuss how the marketing management decision action that you recommend to Jack Calhoun is influenced by the treatment of missing values that you suggested earlier and by the findings of the telephone survey.
What should Jack Calhoun do to enhance the perceived value of the Banana Republic brand?
Discuss how the treatment of missing values you recommend influences Jack Calhoun’s decision to enhance the image of Banana Republic.
The telephone survey resulted in a sample size of 1,008. As the data were being prepared for analysis, it was realized that 132 respondents had missing values. However, the variables with unsatisfactory responses were not the key variables. How should the missing values be treated?
Explain the use of the Internet and computers in data preparation and analysis.
Explain questionnaire checking and editing, and treatment of unsatisfactory responses by returning to the field, assigning missing values, and discarding unsatisfactory responses.
Define an appropriate marketing research problem corresponding to the management decision problem you identified in question 2.
Describe the fieldwork/data-collection process.
Discuss how the marketing management decision action that you recommend to Carlos Ghosn is influenced by the supervisor training that you suggested earlier and by the findings of mall-intercept interviews.
Carlos Ghosn wants to enhance the appeal of the Z sports cars to the younger buyers. What changes should be made?
Discuss the role of the supervisor training you recommend in enabling Carlos Ghosn to identify the needs of the younger sports car buyers.
In what areas should the supervisors be trained to closely monitor the interviewers?
If an Internet-based survey was administered, instead of personal in-home interviews, how would the fieldwork change?
Discuss the training and supervision of fieldworkers in the Sears project.
If other students were employed to collect the data for this survey project, how should they be trained?
Illustrate the use of the Internet and computers in fieldwork
How should the sample size be determined?
Develop a sampling plan for the survey of question 8.
As the director of marketing for Dell PCs and notebooks, what information would you need to formulate marketing strategies to increase your sales?
In a survey of the general population on Internet usage, what should be the sample size for a 95 percent confidence level and a 5 percent precision level? Use the estimate of the population proportion that you determined in step 1.
What is the standard error of the mean?
Discuss the expected incidence and completion rates and the initial sample size.
Illustrate the confidence interval approach (mean or proportion) to calculate the sample size of the project, even though the sample size may have been determined based on qualitative considerations.
Discuss the qualitative and statistical considerations involved in determining the sample size.
Discuss how the marketing management decision action that you recommend to A. G. Lafley is influenced by the sample size that you suggested earlier and by the findings of that research.
What should A. G. Lafley do to further increase the market share of Charmin and Charmin Fresh Mates?
Discuss the role of the sample size you recommend in enabling A. G. Lafley to determine consumer perceptions and preferences for bath tissues, including Charmin and Charmin Fresh Mates.
P&G would like to conduct periodic surveys to determine consumer perceptions and preferences for bath tissues, including Charmin and Charmin Fresh Mates. How should the sample size be determined?
As the director of marketing for Vail Cascade Resort, Colorado, “the ultimate Rocky Mountain destination,” what information would you need to formulate marketing strategies to increase your sales?
If Motorola were to conduct marketing research to determine consumer preferences for cellular handset manufacturers in Asia, how would the research process be different?
What sampling plan should be adopted for the survey of question 7?
Develop a questionnaire for assessing consumer preferences for cellular handsets.
Management would like to continue rebuilding Motorola.They feel this can best be accomplished by increasing Motorola’s U.S. marketing share. Define the management decision problem.
Dell wants to conduct a telephone survey to determine how they can attract more families to Dell PCs and notebooks.Design the sampling process.
Conduct an Internet search using a search engine and your library’s online database to obtain information that will assist you in targeting families.
As the marketing manager of Dell personal computers, what marketing programs will you design to target families?
Visit a local marketing research firm. Determine what procedures the firm uses for sample control in telephone interviews.Summarize your findings in a report.
You work as a marketing research manager for a major New York City bank. Management would like to know if the banking habits of different ethnic groups differ. They wonder whether, given the varied population of New York City, it is meaningful to segment the market according to ethnic background. A
Visit the comScore SurveySite Web site (www.comscore.com).Examine the Internet surveys being conducted. Write a report about the sampling plans being used.
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