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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 Mike Rhodin is influenced by the research design that you suggested earlier and by the findings of that research.
What should Mike Rhodin do to increase the traffic and enhance the experience of visitors to the Web site?
Discuss the role of the type of research you recommend in enabling Mike Rhodin to design an effective Web site.
What type of research designs would you recommend and why?
Do you think that Lotus’ use of focus groups was appropriate?
Do the programs allow you to produce visual displays such as matrix displays, semantic networks, or hierarchical diagrams?
Evaluate the availability and usefulness of the support material available on the Web site. How good are the manuals or other documentation? Are tutorials and other technical support available and easy to navigate?
Evaluate the “user friendliness” of the two packages. How hard is the program to learn? How easy is the program to use? Do you think the time and effort required to gain an understanding of the program is worth it?
How can expressive techniques be used to determine underlying attitudes toward Sears?
Illustrate the use of laddering, hidden issue questioning, and symbolic analysis in conducting depth interviews for Sears.
Given the qualitative research objectives, develop a focus group discussion guide.
Discuss the role of qualitative research in the Sears project.
Are there any aspects of your life that just do not go with this idea? Which ones and what in these makes them not jell with this idea/proposition?
What makes these aspects link themselves with this idea?
What aspects of your life do you think go well with this idea/proposition?
What about the future—when do you think you will next upgrade your handset?
What were all the reasons you didn’t do it immediately?
How long was it from the first time you ever considered upgrading, however briefly, until the time you actually went ahead and bought the new handset?
What was the single biggest reason?
What were all the factors involved in that decision?
What do you think are some of the reasons that people would replace their handsets?
Was the handset replacement tied to your switching or renewing your operator contract, i.e., contract with your wireless service provider?
Identify any other aspects of consumer choice behavior that may be relevant to store patronage.
Identify the psychological characteristics of consumers that are likely to influence store patronage behavior.
Identify what consumers consider to be competing stores for specific product categories.
Identify the relevant factors (choice criteria) used by households in selecting department stores.
Define the marketing research problem corresponding to the management decision problem you have defined in question 1.
The Mayo Clinic would like to further strengthen their brand image and equity. Define the management decision problem.
What information available from www.nielsen-online.com can help Dell evaluate the effectiveness of its Web site?
What information is available on consumer technology usage from syndicated firms? How can Dell make use of this information? Hint: Visit www.npd.com, and under “Industries”select “Consumer Technology.”
How can Dell make use of lifestyle information available from syndicated services?
What information available from syndicated firms would be useful to Dell as it seeks to increase its penetration of U.S.households?
Visit the U.S. Census Bureau at www.census.gov. As Dell seeks to increase its penetration of U.S. households, what information available from the U.S. Census Bureau is helpful?
Search the Internet to obtain information on Dell’s marketing strategy. Do you agree with Dell’s marketing strategy? Why or why not?
Search the Internet to find information on the latest U.S. market share of Dell and other PC marketers.
Make a trip to your local library. Write a report explaining how you would use the library to collect secondary data for a marketing research project assessing the demand potential for Cross soft-tip pens. Please be specific.
You are the group product manager for Procter & Gamble in charge of laundry detergents. How would you make use of information available from a store audit? Ask another student to play the role of vice president of marketing. Explain to your boss the value of store audit information related to
You are the marketing research manager of a local bank.Management has asked you to assess the demand potential for checking accounts in your metropolitan area. What sources of secondary data should you consult? What kind of information would you expect to obtain from each source? Ask a group of
For the department store patronage project, Sears would like you to summarize the retail sales in the United States by visiting www.census.gov.
Visit the Web site of the Bureau of Census (see one of the URLs given in the book). Write a report about the secondary data available from the Bureau that would be useful to a fastfood firm such as McDonald’s for the purpose of formulating domestic marketing strategy.
Visit the Web site of a company of your choice. Suppose the management decision problem facing this company was to expand its share of the market. Obtain as much secondary data from the Web site of this company and other sources on the Internet as are relevant to this problem.
Select an industry of your choice. Using secondary sources, obtain industry sales and the sales of the major firms in that industry for the past year. Estimate the market shares of each major firm. From another source, obtain information on the market shares of these same firms. Do the two
Obtain automobile industry sales and sales of major automobile manufacturers for the last five years from secondary sources. (Hint: See Chapter 23, Table 23.1).
If the project is supported by a budget, then relevant information can be purchased from syndicated sources.
It is worthwhile to visit the Web sites of syndicated firms to identify the relevant information, some of which can be obtained without cost.
For example, one team could search the library’s electronic database, another could search government sources, and another team could visit the library and work with a reference librarian to identify the relevant sources.
Assign one or more teams the responsibility of collecting and analyzing secondary data, including those available on the Internet.
Discuss how the marketing management decision action that you recommend to Fred Gehring is influenced by the secondary sources of data that you suggested earlier and by the content of information they provide.
In order to enhance the appeal of Tommy Hilfiger clothing to the fashion-conscious consumer, what marketing actions should Fred Gehring take?
Discuss the role of the type of research you recommend in enabling Fred Gehring and Tommy Hilfiger to keep abreast of apparel fashion trends.
What sources of syndicated data would be useful?
What sources of secondary data should Tommy Hilfiger consult to keep informed about apparel fashion trends?
Which countries were below the average for “PC Time Spent per Month” for the latest month?
Which countries were above the average for “PC Time Spent per Month” for the latest month?
What is the average “PC Time Spent per Month” for the set of countries?
Which country posts the least “PC Time Per Person”?Now choose “Global Index Chart” in order to view the latest month’s Global Internet Index: Average Usage.
Which country posts the most “PC Time Per Person”?
Find out how many “singles without children living at home” were counted in your zip code in the 2000 census. Look on the left side of the home page, select “American FactFinder,” and follow the steps shown
Find “state and county quick facts.” Compare your home state’s “population percentage change from 1990 to 2000” with that of the United States in full. Which grew faster?
Find the population clocks on the U.S. Census Bureau’s home page. What is the current population estimate for the United States? For the world?
Discuss applications of secondary data in computer mapping.
Describe in detail the different sources of secondary data, including internal sources and external sources in the form of published materials, computerized databases, and syndicated services.
What type of research design would you recommend for investigating the marketing research problem?
The NFL would like to increase its penetration of the women segment. Define the management decision problem.
Football is a male-dominated sport. Discuss the role that marketing research can play in helping the NFL more effectively market the league to women.
Dell would like to determine consumer response to a new lightweight tablet PC that it has developed. What research design would you recommend?
Describe one way in which Dell can make use of causal research.
Describe one way in which Dell can make use of descriptive research.
How can Dell make use of exploratory research to understand how household consumers buy personal computers and related equipment?
“There are many potential sources of error in a research project. It is impossible to control all of them. Hence, marketing research contains many errors, and we cannot be confident of the findings.” Discuss these statements as a small group.Did your group arrive at a consensus?
You are a manager in charge of a marketing research project.Your goal is to determine what effects different levels of advertising have on consumption behavior. Based on the results of the project, you will recommend the amount of money to be budgeted for advertising different products next year.
Assume the role of marketing manager of Sweet Cookies, Inc., and have your partner assume the role of a researcher hired by the firm (see problem 1). Discuss the issue and formulate the appropriate:a. management decision problemb. marketing research problemc. research design
Visit the Web page of three of the marketing research firms listed in Table 1.2. What types of research designs have been implemented recently by these firms?
Visit the Greenfield Online Research Center (www.greenfieldonline.com).a. What surveys are currently being conducted by Greenfield?b. How are the respondents being recruited for these surveys?c. Discuss the different type of errors likely to arise, given the way the respondents are being recruited.
Welcome Inc. is a chain of fast-food restaurants located in major metropolitan areas in the South. Sales have been growing very slowly for the last two years. Management has decided to add some new items to the menu, but first they want to know more about their customers and their preferences.a.
Sweet Cookies is planning to launch a new line of cookies and wants to assess the market size. The cookies have a mixed chocolate-pineapple flavor and will be targeted at the premium end of the market. Discuss the six Ws of a descriptive research design that may be adopted.
Discuss how the course of action you recommend to Brian France is influenced by the research that you suggested earlier and by the findings of that research.
Brian France realizes that it is crucial for NASCAR to project the right image. However, he wonders what that image is. What advice would you give him?
Discuss the role of the type of research design you recommend in enabling Brian France to change the image of NASCAR.
What research designs would you recommend?
Do you think the research design adopted by NASCAR was appropriate? Why or why not?
Have the financial impact and cost of the program been thoroughly evaluated and determined to be in line with company practices?
Is there a feasible outline of the tactics and strategies for implementing the program?
Does the research conducted so far indicate a potential match for target market needs, and is the idea perceived to have appeal to this market?
Is there an available description of a specific target market for the proposed product?
Does the idea fit into the overall strategy of Citibank?
Can the idea be explained in a manner that the target market will easily understand?
How can Sears make use of causal research? Identify two scenarios in which such a design would be appropriate.
Suppose Sears was interested in examining changes in department store shopping as people grow from 30 to 40 to 50 to 60 years old. What type of research design should be adopted?
In which project was the research design most appropriate? Why?
Did any project use an experimental design? If yes, identify the cause, effect, and control variables.
What type of descriptive research was conducted in these projects? Which methods were used?
What type of exploratory research was conducted in these projects? Which methods were used?
Way—In what way are we going to obtain information from the respondents? The possible ways could be:a. Observation of respondents’ behaviorb. Personal interviewsc. Telephone interviewsd. Mail interviewse. Electronic (e-mail or Internet) interviews
Why—Why are we obtaining information from the respondents? Why is the marketing research project being conducted? Possible reasons could be to:a. Improve the image of the sponsoring storeb. Improve patronage and market sharec. Change the product mixd. Develop a suitable promotional campaigne.
Where—Where should the respondents be contacted to obtain the required information?Possibilities include contacting the respondents:a. In the storeb. Outside the store but in the shopping mallc. In the parking lotd. At home
When—When should the information be obtained from the respondents? The available options include:a. Before shoppingb. While shoppingc. Immediately after shoppingd. Some time after shopping to allow time for evaluation of their shopping experience
What—What information should be obtained from the respondents? A wide variety of information could be obtained, including:a. Frequency with which different department stores are patronized for specific product categoriesb. Evaluation of the various department stores in terms of the salient choice
Who—Who should be considered a patron of a particular department store? Some of the possibilities are:a. Anyone who enters the department store, whether or not she or he purchases anythingb. Anyone who purchases anything from the storec. Anyone who makes purchases at the department store at least
Describe the elements of a marketing research proposal and show how it addresses the steps of the marketing research process.
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