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marketing research essentials
Marketing Research An Applied Orientation 7th Edition Naresh K Malhotra, Stayabhusan Das - Solutions
Using a computer program, generate a set of 1,000 random numbers for selecting a simple random sample.
Discuss how the marketing management decision action that you recommend to Judy McGrath is influenced by the sampling technique that you suggested earlier and by the findings of that research.
What should Judy McGrath do to attract the 18- to 24-year-old group to MTV?
Discuss the role of the type of sampling technique you recommend in enabling Judy McGrath to keep in touch with the target audience.
Because trends come and go, it is important for MTV to stay in touch with its audience and know their wants. Judy McGrath especially wants to keep in touch with the 18- to 24-year-olds through periodic surveys. What sampling technique would you recommend?
Do you think the use of judgment sampling was appropriate? If not, which sampling technique do you recommend?
What is the target population? The sampling frame? The sample size?
If the MLB (mlb.mlb.com) is to conduct Internet surveys to determine how to increase attendance at MLB games, what sampling process would you recommend?
The New York Yankees want to conduct a telephone survey to determine how to attract more families to the Yankees’ games. Design the sampling process.
Search the Internet, as well as your library’s online databases, to obtain information that will assist the marketing manager of the New York Yankees to target families.
Visit newyork.yankees.mlb.com and identify information at this site that would be useful for marketing research purposes.
As the marketing manager of the New York Yankees, what marketing programs will you design to target families?
Explain the use of the Internet and computers in sampling design.
Develop a questionnaire for assessing consumer preferences for fast coffee shops.
Dunkin’ Donuts is considering further expansion in the United States. Define the management decision problem.
What did you learn in the questionnaire revision process?
Develop a revised questionnaire to measure students’ preferences for notebook computers.
Evaluate the questionnaire you have developed using the principles discussed in this chapter.
Draft a questionnaire to measure students’ preferences for notebook computers.
Critically evaluate the Dell questionnaire using the principles discussed in this chapter.
Develop a questionnaire for determining household preferences for popular brands of cold cereals. Administer the questionnaire to 10 female head of households using personal interviews. How would you modify the questionnaire if it were to be administered by telephone? What changes would be
You are working as an assistant marketing research manager with a national department store chain. Management, represented by a group of students, is concerned about the extent of shoplifting by the employees. You are assigned the task of developing a questionnaire to determine the extent of
You have just been hired as a management trainee by a firm that manufactures major appliances. Your boss has asked you to develop a questionnaire to determine how households plan to buy, purchase, and use major appliances. This questionnaire is to be used in a nationwide study. However, you feel
Visit the Web site of one of the online marketing research firms (e.g., Greenfield Online Research Center, Inc., at www.greenfieldonline.com). Locate a survey being currently administered at this site. Critically analyze the questionnaire using the principles discussed in this chapter.
Develop the questionnaire in Fieldwork problem 2 using an electronic questionnaire design package. Compare your experiences in designing this questionnaire electronically and manually.
HP would like to conduct an Internet survey to determine the image of HP PCs and the image of its major competitors(Apple, Dell, and Lenovo). Develop such a questionnaire.Relevant information may be obtained by visiting the Web sites of these companies (www.lenovo.com, www.applecomputer.com,
Do the following questions define the issue? Why or why not?a. What is your favorite brand of toothpaste?b. How often do you go on a vacation?c. Do you consume orange juice?1.Yes 2.No
What is a double-barreled question?
Is a simpler word or phrase suggested?
Is there any word of similar pronunciation that might be confused with this word?
Does the word have more than one pronunciation?
If so, does the context make the intended meaning clear?
Does it have any other meanings?
Does it mean what we intended?
Are focus groups or depth interviews better for determining the factors that underlie consumer preferences for eGO?
How would you use the Internet to determine men’s preferences for electric vehicles?
Can eGO make use of a panel? If so, what type of a panel for what purpose?
eGO would like to increase its U.S. sales. Define the management decision problem.
Design Likert, semantic differential, and Stapel scales to measure consumers’ preferences for Dell computers.
Perform the following operations:a. Reverse the scoring of the second and the third items under the Innovativeness scale.b. Sum the Market Maven items (q10_1 to q10_4) to form a Total Market Maven Score.c. Sum the Innovativeness items (q10_5 to q10_10) to form a Total Innovativeness Score. Note
Surf the net to find two examples each of Likert, semantic differential, and Stapel scales. Write a report describing the context in which these scales are being used.
Visit the Web sites of two marketing research firms conducting surveys. Analyze one survey of each firm to critically evaluate the itemized rating scales being used.
Visit the Office of Scales Research Web site (www.siu.edu/departments/coba/osr). (If this Web site has moved, search www.siu.edu). Identify one application of the Likert scale and one application of the semantic differential scale. Write a report describing the context in which these scales have
The following scale was used in a recent study to measure attitudes toward new technology: Please tell me how much you agree or disagree with the following statements as they describe how you view new technology. Use a scale of 1 to 5, where 1 strongly disagree and 5 strongly agree.I’m a person
What is the relationship between reliability and validity?
How would you assess the construct validity of a multi-item scale?
What is criterion validity? How is it assessed?
What is validity?
Describe the notion of internal consistency reliability.
What are the differences between test-retest and alternativeforms reliability?
What is reliability
Describe the true score model.
What are multi-item scales?
How do the nature and degree of verbal description affect the response to itemized rating scales?
What is the difference between forced and nonforced scales?
How many scale categories should be used in an itemized rating scale? Why?
What are the major decisions involved in constructing an itemized rating scale?
What are the differences between the Stapel scale and the semantic differential? Which scale is more popular?
Describe the Likert scale.
Discuss how the marketing management decision action that you recommend to Sal Iannuzzi is influenced by the scaling technique that you suggested earlier and by the findings of that research.
What should Sal Iannuzzi do to gain market share over competitors?
Discuss the role of the type of scaling technique you recommend in enabling Sal Iannuzzi to match companies’ job specifications and job applicants’ skills and qualifications and thereby increase the market share of Monster.
The success of Monster lies in matching the companies’ job specifications with the skills and qualifications of job applicants. What scaling techniques should Monster use to measure companies’ job specifications and job applicants’ skills and qualifications?
Illustrate the six itemized rating scale decisions of Table 9.2 in the context of measuring customer satisfaction toward Sears.
Develop Likert, semantic differential, and Stapel scales for measuring customer satisfaction toward Sears.
Discuss the use of the Internet and computers in implementing continuous and itemized rating scales.
Understand the ethical issues involved in developing noncomparative scales.
Discuss the considerations involved in implementing noncomparative scales in an international setting.
Discuss the criteria used for scale evaluation and explain how to assess reliability, validity, and generalizability.
Discuss the decisions involved in constructing itemized rating scales with respect to the number of scale categories, balanced versus unbalanced scales, odd or even number of categories, forced versus nonforced choice, degree of verbal description, and the physical form of the scale.
Describe the noncomparative scaling techniques, distinguish between continuous and itemized rating scales, and explain Likert, semantic differential, and Stapel scales.
Discuss the ethical issues involved in researching consumer preferences for toothpaste brands.
If marketing research to determine consumer preferences for toothpaste brands were to be conducted in Latin America, how would the research process be different?
Illustrate the use of the primary type of scales in measuring consumer preferences for toothpaste brands.
What role can causal research play in helping P&G increase its market share?
P&G has developed a new toothpaste that provides tooth and gum protection for 24 hours after each brushing. It would like to determine consumers’ response to this new toothpaste before introducing it in the marketplace. If a survey is to be conducted to determine consumer preferences, which
Discuss the role of qualitative research in helping P&G to increase its share of the toothpaste market.
What type of syndicate data will be useful in addressing the marketing research problem?
Use the Internet to determine the market shares of the major toothpaste brands for the last calendar year.
Formulate an appropriate research design to address the marketing research problem you have defined.
Define an appropriate marketing research problem based on the management decision problem you have identified.
P&G is considering further increasing its market share.Define the management decision problem.
Discuss the role that marketing research can play in helping P&G build its various brands.
Use the Qualtrics question library to illustrate the use of rank order and constant sum scales in a customer perception survey by Dell.
Access to Qualtrics is included with this book. What primary scales are available using Qualtrics? How can Dell make use of these scales?
What primary scales of measurement have been employed in the Dell questionnaire? Illustrate each type.
“A brand could receive the highest median rank on a rank order scale of all the brands considered and still have poor sales.” Discuss.
Develop a constant sum scale to determine preferences for restaurants. Administer this scale to a pilot sample of 20 students to determine their preferences for some of the popular restaurants in your city. Based on your pilot study, which restaurant is most preferred?
Develop three comparative (paired comparison, rank order, and constant sum) scales to measure attitude toward five popular brands of toothpaste (Crest, Colgate, Aim, Pepsodent, and Ultra Brite). Administer each scale to five students. No student should be administered more than one scale. Note the
You are a marketing research analyst with the Coca-Cola Company. After missing the mark in changing the formulation of Coke, management has become wary of taste tests. You are asked to write a technical report on the uses and limitations of taste tests and make a recommendation about whether taste
Marshalls and Wal-Mart are two of the stores considered in the department store project. Develop a series of paired comparison scales comparing these two stores on store image characte -ristics. Identify the relevant store image characteristics by visiting the Web sites of these two stores
Search the Internet to identify the five top-selling automobile brands during the last calendar year. Rank-order these brands according to sales.
Surf the Internet to find two examples of each of the four primary types of scales. Write a report describing the context in which these scales are being used.
Visit the Web sites of two marketing research firms conducting surveys. Analyze one survey of each firm to critically evaluate the primary type of scales being used.
Suppose each of the questions a through f in problem 1 was administered to 100 respondents. Identify the kind of analysis that should be done for each question to summarize the results.
Identify the type of scale (nominal, ordinal, interval, or ratio)being used in each of the following. Please explain your reasoning.a. I like to solve crossword puzzles.Disagree Agree 12 3 45b. How old are you? ____________________c. Please rank the following activities in terms of your preference
Describe the Q-sort methodology
Describe the constant sum scale. How is it different from the other comparative rating scales?
What are the advantages and disadvantages of paired comparison scaling?
What is a paired comparison?
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