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marketing research essentials
Marketing Research: Tools & Techniques 3rd Edition Nigel Bradley - Solutions
In the text above, identify where the following words are used: scientific, validity, reasonable.What do these terms mean?
What is fuzzy logic and what is neuro-linguistic programming? How can these be integrated into this specialism?
What are the disadvantages of these computerised approaches in comparison with other methods?
What can computer open-ended analysis do that other methods cannot?
What are the good and bad points about the timeline style of analysis?
Create a mind map from the transcript. What are the good and bad points about mind map analysis?
Which questions show that the interviewer is using prior knowledge (information analysed from earlier interviews) in the data collection?
Which parts of the transcript (or elsewhere) show that the respondent was not listening to the interviewer? Which parts of the interviews do not make sense?
Identify idiomatic phrases and explain how they can help or hinder understanding of meaning.
Critically evaluate the data collection procedures used.
Critically evaluate the sampling used for the patient satisfaction survey.
Who benefits from the patient satisfaction survey research? Detail the different audiences.
How is research used by BMI Healthcare? What is the purpose?
In the opening Snapshot, how and why is quantitative research used?
Plan an experiment to investigate the preference for perfumes.
How can quantitative research mislead the researcher?
Ask family and friends what they think of opinion polls published in the newspapers. Ask them to explain the topic and how they feel about the technique. What are their criticisms and what do they like?
Investigate the contribution of the Royal Statistical Society to quantitative research.
terms used in experimentation. Try to create definitions that you all understand.
Create a list of
What would be the implications of testing several variables in an experiment at the same time?
Define these terms using examples: data mart, data mining, survey software, and spreadsheets.
Explore the advantages and disadvantages of panel research.
In what circumstances might we decide not to use quantitative research?
In quantitative research, an understanding of the average is important. Why?
Explain the difference between the hall test and the placement test.
Explain some purposes for which personal data may be collected.
What proportion of a database is likely to be sampled?
What is the difference between accuracy and being up to date?
The ad agency asked for transcripts of the groups to be provided. The researchers refused to provide them, what reasons do you think they gave for this?
Why was the researcher shocked when the ad agency asked for a vote to identify the ‘best’visual?
What are the reasons why non-users of the brand are often excluded from such research?
Critically evaluate the research design. The study could have been done in other ways. What are they? Make a comparison between the possible approaches. Why were depth interviews not used?
In the opening Snapshot, why was the target market chosen to be the sample? What other people could the researchers have included? Give reasons for your answers.
Plan an ethnographic study to investigate the use of perfumes.
How can qualitative research mislead the researcher?
Ask family and friends if they have attended a focus group. Ask them to explain the topic and how they felt about the technique. Did they think it was useful to the researcher?
Investigate the contribution of Dichter and Lazarsfeld to qualitative research.
Justify the decision to remove a moderator from the focus group. Explain the implications for respondents.
Define these terms using examples: ethnography, semiology, Delphi, depths, grounded theory.
Researchers have been criticised for placing too much emphasis on body language. Why?
In what circumstances might we decide not to use qualitative research?
In qualitative research, an understanding of euphemisms is important. Why?
Explore the difference between the group and the depth interviews.
From the evidence, which signs do you think are ‘chameleon signs’ for any of the cases mentioned?
Is semiotics better suited to FMCG (Guinness) or B2B (Norgren)?
List the materials we know were used in each of these studies. Also list both those that might have been helpful and those that might not. Why are some more helpful than others, and how is this decided?
What are the risks of using modern technology in qualitative research?
Why would a respondent not want other people to see the group?
Why would a client want to see a focus group?
From the evidence above, what are the disadvantages of ethnography as opposed to other methods?
From the information above, what do you detect that ethnography can offer that other methods cannot?
An extension to the research project is proposed. The aim is to discover what non-supporters think of the website. Focus groups are planned. Write a topic guide and instructions for the moderator. The guide and instructions will be used in a focus group with non-supporters.Include projective
There are some objectives that are not answered. Which are they and how could they be addressed? List the many types of design that might be used for this project. Show the benefits and the limitations of each approach. How would the questions change if it was face-to-face?
A cover letter has been produced, but no reminder letter/s; create a suitable reminder letter.
Critically evaluate the questionnaire and this postal research design. You may want to consult the operational guidelines at the end of the toolbox section.
Did you consult the website to help answer this questionnaire? (You did not need to visit the site but it is helpful for us to know.) Yes □ No □
Would you use the following if offered on our website? (More than one box can be ticked.)a. Online buying of merchandise Yes □ No □b. Online donating Yes □ No □
Please name another charity that you feel strongly about. __________________
Please name a charity which you believe would score higher when using the scale above.__________________
Did you find the EAAA website easy to navigate? Yes □ No □If you answered ‘no’ please state an example of how you found it difficult.
When you accessed the pages did they provide the answers you were looking for?Yes □ No □If you answered ‘no’ please briefly explain the reasons for your answer.
If you have accessed the EAAA website, which pages/areas did you refer to? (You can tick more than one box.)Latest news □ Lottery news □ Forthcoming events □About us □ Helping us □ Shops and merchandise □Corporate sponsorship □ Other □ Please specify _______________
How often do you access the EAAA site?Every day □ More than twice a week □ Weekly □Fortnightly □ Monthly □ Rarely □Never □ (If you answered ‘never’ please go to question 10.)
How often do you access the Internet? (please tick one answer)Every day □ More than twice a week □ Weekly □Fortnightly □ Monthly □ Rarely □
Do you have access to a computer and the Internet? (please tick) Yes □ No □If you answer ‘no’ please refer to the ‘you’ve finished’ section at the bottom of the questionnaire.
Look at the opening Snapshot on Google. What advice would you give to Google about allowing respondents to talk to each other? What are the advantages and disadvantages of inviting them to Google premises to explain their views and show their computer use behaviour? What alternatives are there to
Consult the proposal in the Market Researcher’s Toolbox. Draft a possible questionnaire and topic guide following the objectives and specifications given.
Is it sensible to use a structured questionnaire in a focus group? Assess the implications.
Why might we decide to use projective techniques with focus groups, but not in depth interviews?
Start a collection of questionnaires. Attempt to find these types: postal, personal, telephone, Internet. Evaluate the ones you collect.
For what reasons may we decide not to use a questionnaire?
Create a simple questionnaire to determine why buyers of soup choose particular can sizes.
Why are scales so important?
Why is piloting important for questionnaires but not for the topic guide?
What are projective techniques and how can they be used by quantitative researchers?
Why are interviewer instructions important?
Define retroactive inhibition.
What three skills should researchers master in relation to questionnaires?
Why do some people want others to see their questionnaires?
Why might someone not want others to see their questionnaire?
What are the uses of old questionnaires and who owns them?
Can you use such services in your work?
What are the alternatives to this software?
Visit some of the websites and try the demos or ‘take the tour’. What are your impressions?
What quality control problems may be associated with using DIY services?
Why do you think traditional research agencies are now offering online solutions?
If every third visitor were to be sampled, what effect would this have? Consider congestion, cooperation, and representativeness.
Should interviews take place before 4pm?
What reasons would the soft drinks representative give for being unhappy with the interviews?Consider the data capture and preparation of results.
Overall, how satisfied were you with your visit?
What did you think of catering?
What did you think of the queue times?
Were there any rides you couldn’t get on for any reason? Which and why?
How many rides did you go on?
Read the opening Snapshot carefully. Both random and non-random methods are used.Describe these and suggest why this was an appropriate solution. Suggest other possible sampling approaches that could be used to monitor radio listening.
Consult the proposal in the Market Researcher’s Toolbox. Draft a possible design for sampling; try to improve on the sampling details provided.
Plan a sample to determine why buyers of dog food choose particular can sizes.
What sampling frames are available to investigate the automotive market?
Why should the sample be debated at all stages of a project?
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