Marketing Research: An Applied Approach 3rd Edition Naresh K. Malhotra, David F. Birks - Solutions

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What are the major differences between consumer and industrial buying behaviour?
How does the demand for industrial products differ from the demand for consumer products?
What specific factors at the time of purchase may affect the buying decision in the B2C market?
What are the main influences on the B2B decision process in order to increase the advertising generated revenue?
Describe the main stages in the consumers’ buying process, ending up with a paying subscriber of Spotify’s music streaming.
understand what is meant by ‘customisation
understand the link between consumer demand and B2B marketing
evaluate the roles of members of the buying centre
identify and understand the factors influencing the organisational buying process
describe and discuss the organisational buying process
identify different organisational buying situations
identify the various types of buyer in organisational markets and determine their distinct needs, wants and motivations
understand how customers make purchase decisions
identify and discuss the main motives behind buying behaviour in the B2C market
understand why consumers make purchase decisions
What would be the main reasons why Müller is using a joint venture solution with PepsiCo (Quaker) for the US market?
What would be the most important external factors that would influence Müller’s future sales of yogurts in the United States?
Is it possible to identify not only national competitiveness, but also regional competitiveness? (A region is here defined as more than one country.)
How can analysis of national competitiveness explain the competitive advantage of a single firm?
Which sources of competitive advantage are the most important?
What are the competitive advantages of the original Wii and the new Wii u?
Move?
What are the competitive advantages of Microsoft’s Xbox Kinect and Sony’s PlayStation
Which of the factors that the industry takes for granted should be eliminated?
discuss the advantages and disadvantages of outsourcing
explain the purposes and motives for outsourcing activities
define the steps in competitive benchmarking and explain how these steps are related to the outsourcing decision process
explain how Porter’s traditional competitive-based five forces can be extended to a relationship (five sources) model
explain how ‘economies of speed’ can be used as a competitive advantage
discuss the basic sources of competitive advantages
define the concept ‘international competitiveness’ in a broader perspective from a macro level to a micro level
How can the firm create competitive advantage by the use of resources and competences in the firm?
Is the value chain also a relevant model for services?
Why is it relevant to make a split between upstream and downstream activities in the value chain?
countries. End up with a ranking list of the three most attractive countries.
explain the difference between ‘value creation’ and ‘value capture’
describe and discuss the different concepts of the value chain
explain the connection between the RBV and RM
explain the difference between the resource-based view (RBV) and the market orientation view (MOV)
In which situations would customers not be expected to be interested in RM?
Which kind of industries could benefit from the use of RM versus TM, and vice versa?
What are the similarities between relationship marketing (RM) and transactional marketing (TM)?
Recently Hunter has added outerwear (leather footwear and handbags) to their international product range.What are the pros and cons of extending the product range in this way? Should Hunter Boots Ltd include further products like eyewear and watches?
explain what implications the relationship marketing approach has on the traditional (transactional) marketing mix (the four Ps)
compare and discuss the differences and similarities between the traditional(transactional) marketing approach and the relationship marketing approach
describe how marketing management is placed in the overall company strategy
Describe the means by which the Web may improve the process of conducting b2b marketing research.
To what extent do you think that competitor analysts have benefits to offer to potential respondents in any interviews they conduct?
What sampling frame challenges exist in international b2b marketing research?
What is competitor intelligence? How does this definition differ from notions of ‘conventional marketing research’?
Describe the potential respondent errors that may occur in b2b marketing research. What may be done to reduce these potential errors?
What is meant by ‘interviewer credibility’? What may interviewers do to be seen as more credible in the eyes of target respondents?
Evaluate the reasons why gaining access to key respondents may be so difficult. Why may gaining access grow more difficult over time?
What does ‘access’ mean in the context of b2b marketing research?
Describe the sampling challenges that the b2b marketing researcher faces.
What are the five major differences between b2b and consumer marketing?
How do the concepts of business networks and relationships relate to each other?
What challenges do b2b marketers face in managing relationships?
From what focal point should a business network be analysed?
What characteristics distinguish b2b marketing from consumer marketing?
Why is it important to ask the question ‘Is b2b marketing research significantly different from consumer marketing research?’
Briefly describe the procedures that may be adopted to ensure translation is correctly conducted in the development of a questionnaire.
What problems are involved in the direct translation of a questionnaire into another language?
Select a country, using environmental characteristics to illustrate why Internet surveys work particularly well as a survey technique.
Select a country, using environmental characteristics to illustrate why in-home interviewing does not work particularly well as a survey technique.
Select a country, using environmental characteristics to illustrate why CATI works particularly well as a survey technique.
Describe the factors that may influence the approach to qualitative techniques in different countries.
How should the researcher evaluate secondary data obtained from foreign countries?
What characteristics distinguish international marketing research from domestic marketing research?
Evaluate the meaning of ‘international’ from the perspective of the marketing researcher.
Graphically represent the consumer decision-making process described in the following paragraph:The consumer first becomes aware of the need.Then the consumer simultaneously searches for information from several sources: retailers, advertising, word of mouth, and independent publications. After
To what extent should marketing researchers interpret the information they present in a report?
What are the advantages and disadvantages of presenting data using 3D charts?
Why is the quality of report presentation vital to the success of a marketing research project?
How can regression analysis be used for analysing conjoint data?
For what purposes are MDS procedures used?
What role may qualitative methods play in the interpretation of clusters?
What guidelines are available for deciding the number of clusters?
Upon what basis may a researcher decide which variables should be selected to formulate a clustering problem?
What is a ‘cluster’?
How is the fit of the factor analysis model examined?
When is it useful to calculate factor scores?
Briefly define the following: eigenvalue, factor loadings, factor matrix and factor scores.
What is Wilks’ ? For what purpose is it used?
Describe four examples of the application of discriminant analysis.
Explain what structural equation modelling attempts to achieve. How can SEM be applied in marketing research?
Describe the cross-validation procedure. Describe double cross-validation.
Explain the meaning of a partial regression coefficient. Why is it called that?
What is meant by prediction accuracy? What is the standard error of the estimate?
Explain the meaning of standardised regression coefficients.
What is the product moment correlation coefficient?Does a product moment correlation of zero between two variables imply that the variables are not related to each other?
In a small group discuss the following issues: ‘Why waste time doing basic forms of data analysis? Why not just go straight to performing multivariate analyses – whose outputs from most software packages will include basic analyses?’ and ‘Why do managers find cross-tabulations so appealing?
respondents have missing values that are denoted by 9.Analyse the Benetton data to answer the following questions. In each case, formulate the null and alternative hypotheses and conduct the appropriate statistical test(s).a Obtain a frequency distribution for each of the following variables and
= very favourable). Note that
for males. Awareness, attitude, preference, intention and loyalty were measured on a 7-point Likert type scale (1 = very unfavourable,
for females and
respondents on Benetton clothes. These data are given in the table opposite, which gives the usage, gender, awareness, attitude, preference, intention and loyalty towards Benetton of a sample of Benetton users. Usage was coded as 1, 2, or 3, representing light, medium or heavy users. Gender was
In a survey pretest, data were obtained from
refrigerators per store were sold during this sale? Use α = 0.05.b What assumption is necessary to perform this test?
30 a Is there evidence that an average of more than

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Marketing Research: An Applied Approach 3rd Edition Naresh K. Malhotra, David F. Birks - Solutions

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