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marketing research essentials
Marketing Research An Applied Orientation 7th Edition Naresh K Malhotra, Stayabhusan Das - Solutions
What is a comparative rating scale?
What are the advantages of a ratio scale over an interval scale?Are these advantages significant?
What are the implications of having an arbitrary zero point in an interval scale?
Describe the differences between a nominal and an ordinal scale.
What are the basic characteristics of a scale?
What is measurement?
Discuss how the marketing management decision action that you recommend to Jim Davis is influenced by the scaling technique that you suggested earlier and by the findings of that research.
In order to increase the market share of New Balance, what should Jim Davis do?
Discuss the role of the type of scaling technique you recommend in enabling Jim Davis to determine consumer preferences for New Balance as compared to Nike, Reebok, and Adidas and increase the market share of New Balance.
New Balance would like to determine consumer preferences for its brand as compared to Nike, Reebok, and Adidas. Which scaling technique should be used?
Discuss the use of the Internet and computers in implementing the primary scales of measurement.
Understand the ethical issues involved in selecting scales of measurement.
Discuss the considerations involved in implementing the primary scales of measurement in an international setting.
Classify and discuss scaling techniques as comparative and noncomparative, and describe the comparative techniques of paired comparison, rank order, constant sum, and Q-sort scaling.
Discuss the primary scales of measurement and differentiate nominal, ordinal, interval, and ratio scales.
Explain the characteristics of description, order, distance, and origin and how they define the level of measurement of a scale.
Introduce the concepts of measurement and scaling and show how scaling may be considered an extension of measurement.
If a duck commercial is to be tested against two nonduck commercials to determine which ad generates more favorable attitudes toward AFLAC, what type of experimental design would you recommend?
AFLAC wants to test a duck commercial against a nonduck commercial to determine which ad generates more favorable attitudes toward AFLAC. What type of experimental design would you recommend? Why would you recommend this type of design?
Identify sources of syndicated data that would be useful in forecasting the demand for supplemental health and life insurance.
Identify sources of secondary data that would be useful in forecasting the demand for supplemental health and life insurance.
If AFLAC wants to forecast the demand for supplemental health and life insurance, what type of research design should be adopted and why?
Can you think of any way in which the static group design can be randomized to increase its validity?
If a mall-intercept interview is used and Dell conducts causal research without randomizing respondents, which preexperimental design would you recommend?
Is causal research necessary in this case? If so, which experimental designs would you recommend and why? If not, describe a scenario in which it would be.
“Whereas one cannot prove a causal relationship by conducting an experiment, experimentation is unscientific for examining cause-and-effect relationships.” Discuss this statement as a small group.
Select two different perfume advertisements for any brand of perfume. Design and conduct an experiment to determine which ad is more effective. Use a student sample with 10 students being exposed to each ad (treatment condition).Develop your own measures of advertising effectiveness in this context.
What potential difficulties do you see in conducting the experiment just described? What assistance would you require from the Coca-Cola management to overcome these difficulties?
Explain how you would implement a posttest-only control group design on the Internet to measure the effectiveness of a new print ad for the Toyota Camry
Microsoft has developed a new version of its spreadsheet EXCEL but is not sure what the user reaction will be. Design an Internet-based experiment to determine user reaction to the new and the previous versions of EXCEL.
Coca-Cola has developed three alternative package designs for its flagship product, Coke. Design an Internet-based experiment to determine which, if any, of these new package designs is superior to the current one.
Survey the relevant literature and write a short paper on the role of the computer in controlled experiments in marketing research.
Describe a specific situation for which each of the following experimental designs is appropriate. Defend your reasoning.a. One-group pretest-posttest designb. Pretest-posttest control group designc. Posttest-only control group designd. Multiple time series designe. Factorial design
State the type of experiment being conducted in the following situations. In each case, identify the potential threat to internal and external validity.a. A major distributor of office equipment is considering a new sales presentation program for its salespeople. The largest sales territory is
Consider the following table in which 500 respondents have been classified based on product use and income.a. Does this table indicate concomitant variation between product use and income?b. Describe the relationship between product use and income, based on the table.
In the experiment just described, suppose the respondents had been selected by convenience rather than randomly. What type of design would result?
A pro-life group wanted to test the effectiveness of an antiabortion commercial. Two random samples, each of 250 respondents, were recruited in Atlanta. One group was shown the antiabortion commercial. Then, attitudes toward abortion were measured for respondents in both groups.a. Identify the
What is the main difference between a standard test market and a controlled test market?
What is test marketing? What are the major types of test marketing?
What are the requirements for inferring a causal relationship between two variables?
As the marketing manager for Canon Cameras, how would you use information on consumers’price sensitivity for digital cameras to formulate pricing strategies that would increase your market share?
To determine consumers’ price sensitivity for Canon’s new advanced digital camera, design an appropriate experiment. Would you recommend a true experimental design? If yes, which one?
Search the Internet using a search engine as well as your library’s online databases to obtain information on consumers’ price sensitivity for digital cameras.
Visit www.bestbuy.com and identify the price ranges of the digital cameras by Canon and other brands.
Describe the ethical issues involved in conducting causal research and the role of debriefing in addressing some of these issues
Understand why the internal and external validity of field experiments conducted overseas is generally lower than in the United States.
Describe test marketing and its various forms: standard test market, controlled test market, simulated test market, electronic and other forms of test marketing.
Compare and contrast the use of laboratory versus field experimentation and experimental versus nonexperimental designs in marketing research.
Discuss the various extraneous variables that can affect the validity of results obtained through experimentation and explain how the researcher can control extraneous variables.
Explain the concept of causality as defined in marketing research and distinguish between the ordinary meaning and the scientific meaning of causality.
Starbucks is thinking of introducing a new gourmet coffee with a strong aroma. Can the observation method be used to determine the consumer reaction to this coffee prior to national introduction? If so, which observation method should be used?
A survey is to be conducted to determine the image coffee drinkers have of Starbucks and other coffee chains. Which survey method should be used and why?
What are consumers looking for in a coffeehouse experience?How do they view the Starbucks coffeehouse experience?How can Starbucks determine answers to these questions?
Use the Internet to identify secondary sources of information pertaining to coffee consumption in the United States.
Visit a store selling PCs and notebooks (e.g., Best Buy, Staples, etc.). If this store wants to conduct a survey to determine consumer preferences for PCs and notebook computers, which survey method would you recommend and why?
Can Dell make use of the observation method to determine consumers’ preferences for PCs and notebook computers? If yes, which observation method would you recommend and why?
Compare the various survey methods for conducting the Dell survey.
The Dell survey was administered by posting it on a Web site and sending an e-mail invitation to respondents. Evaluate the advantages and disadvantages of this method. Do you think that this was the most effective method?
Visit a local marketing research firm engaged in survey research. Take a tour of their CATI facilities. Write a report describing how this firm conducts CATI.
You have been hired by the campus bookstore to determine how students make purchase decisions while shopping. You are to use the method of personal observation. Disguise yourself as a shopper and observe the behavior of other students in the bookstore. Write a report about your findings.
You work for a high-tech company and are asked to do a study of people’s responses to your advertising. Specifically, your boss wants to know which ads in a series are especially appealing or interesting to consumers. Your recommendations will be used to determine the product’s copy mix.
Visit the Gallup organization’s Web site at www.gallup.com.What survey methods have been used by Gallup in some of the recent surveys posted at this site? Why were these survey methods selected?
Design an e-mail survey to measure students’ attitudes toward credit cards. E-mail the survey to 10 students. Summarize, in a qualitative way, the responses received. Are student attitudes toward credit cards positive or negative?
Locate an Internet survey. Examine the content of the questionnaire carefully. What are relative advantages and disadvantages of administering the same survey using CATI or mall-intercept interviewing?
Locate an Internet survey for which you would qualify as a respondent. Answer this survey. How would you evaluate this survey based on the criteria factors of Table 6.2?
Use simple spreadsheet software, such as EXCEL, or any appropriate computer program, to conduct the content analysis described in problem 2.
Ask your instructor or other faculty members if you could serve as a respondent in a computer-assisted personal interview. Then answer the same questionnaire in a pencil and paper format. Compare the two experiences.
The campus food service would like to determine how many people eat in the student cafeteria. List the survey methods in which this information could be obtained. Which method is best?
Collect 30 advertisements featuring women from recent issues of popular magazines. Do a content analysis of these ads to examine the different roles in which women are portrayed in advertising.
Describe a marketing research problem in which both survey and observation methods could be used for obtaining the information needed.
Explain how content analysis could be employed in the analysis of open-ended questions. Comment on the relative advantages and disadvantages of using such a method.
What would be the most appropriate survey method for a project in which control of field force and cost are critical factors?
What are the relevant factors for evaluating which survey method is best suited to a particular research project?
What are the advantages and disadvantages of the structureddirect survey method?
Explain briefly how the topics covered in this chapter fit into the framework of the marketing research process.
Discuss how the marketing management decision action that you recommend to Steve Ballmer is influenced by the type of survey that you suggested earlier and by the findings of that survey
Steve Ballmer is wondering what Microsoft should do to effectively meet the needs of small businesses.What is your recommendation?
Discuss the role of the type of research you recommend in enabling Steve Ballmer to determine small businesses’ preferences for software products.
If a survey is to be conducted to determine small businesses’ preferences for software products, which survey method would you recommend and why?
Describe the relative advantages and disadvantages of observational methods and compare them to survey methods.
Identify the criteria for evaluating observation methods, compare the different methods, and evaluate which, if any, is suited for a particular research project.
Identify the criteria for evaluating survey methods, compare the different methods, and evaluate which is best suited for a particular research project.
Nike would like to increase its share of the athletic shoe market. Define the management decision problem.
Design sentence completion techniques to uncover underlying motives for personal computer purchases.
Devise word association techniques to measure consumer associations that might affect attitudes toward personal computer purchases.
Can projective techniques be useful to Dell as it seeks to increase its penetration of U.S. households? Which projective technique(s) would you recommend?
Develop a focus group discussion guide for understanding the consumer decision-making process for personal computer purchases.
In gaining an understanding of the consumer decision-making process for personal computer purchases, would focus groups or depth interviews be more useful? Explain.
As a small group of 5 or 6, discuss the following statement:“Quantitative research is more important than qualitative research because it results in statistical information and conclusive findings.”
In a group of 5 or 6, discuss whether qualitative research is scientific.
A cosmetics firm would like to increase its penetration of the female student market. It hires you as a consultant to obtain an understanding and preliminary insights into the attitudes, purchases, and use of cosmetics by female students. Conduct at least five depth interviews. Employ the
The campus athletic center is trying to determine why more students do not use its facilities. Conduct a series of focus groups to determine what could be done to attract more students to the athletic center. Based on the focus group results, generate the relevant hypotheses.
You are a marketing research consultant hired to organize focus groups for an innovative German-style fast-food restaurant. What kind of people would you select to participate in focus groups? What screening criteria would you use? What questions would you ask?
Obtain the CATPACII program discussed in the text. Use it to analyze the data from depth interviews that you have conducted with three fellow students (as the respondents) to determine attitude toward sports.
Could a depth interview be conducted via the Internet? What are the advantages and disadvantages of this procedure over conventional depth interviews?
The Coca-Cola Company has asked you to conduct Internet focus groups with heavy users of soft drinks. Explain how you would identify and recruit such respondents.
Following the methods outlined in the text, develop a plan for conducting a focus group to determine consumers’ attitudes toward and preferences for imported automobiles. Specify the objectives of the focus group, write a screening questionnaire, and develop a moderator’s outline.
Describe the term association technique. Give an example of a situation in which this technique is especially useful.
Assign different teams different responsibilities, for example, interviewing key decision makers, interviewing industry experts, conducting depth interviews with consumers, doing a focus group, and so on.
In most projects, it would be important to conduct some form of qualitative research.
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