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marketing research essentials
Marketing Research: An Applied Approach 3rd Edition Naresh K. Malhotra, David F. Birks - Solutions
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stores was:
An electrical goods chain is having a New Year sale of refrigerators. The number of refrigerators sold during this sale at a sample of
respondents indicated that they liked the campaign.Should the campaign be changed? Why?
consumers was surveyed and
The current advertising campaign for Red Bull would be changed if less than 30% of consumers like it.a Formulate the null and alternative hypotheses.b Discuss the Type I and Type II errors that could occur in hypothesis testing.c Which statistical test would you use? Why?d A random sample of
supermarkets, including Lidl, in order of preference. The sample was divided into small and large households based on a median split of the household size. Does preference for shopping in Lidl vary by household size?
in each of the following situations, indicate the statistical analysis you would conduct and the appropriate test or test statistic that should be used.a Consumer preferences for Body Shop shampoo were obtained on an 11-point Likert scale. The same consumers were then shown a commercial about the
Discuss the reasons for the frequent use of crosstabulations.What are some of the limitations?
What measures of variability are commonly computed?
In a small group discuss the following issues: ‘Data processing is tedious, time consuming and costly; it should be circumvented whenever possible’ and‘Conducting robust sampling is tedious, time consuming and costly; any structural problems in a sample can be simply resolved through
questionnaires have missing responses. The data analyst preparing the data has not seen such a level of missing data and does not know how to cope with this survey. Explain to the data analyst how the missing responses and checks on the quality of data to be analysed should be performed.
You are the project manager for a data analysis firm. You are supervising the data preparation process for a large survey on personal hygiene issues. The data were collected via a postal survey and 1,823 questionnaires have been returned. The response rate was excellent, partially due to an
European capital cites. Although the resulting sample of 2,500 is fairly representative on all other demographic variables, it underrepresents the upper income households. The marketing research analyst who reports to you feels that weighting is not necessary. Discuss this question with the analyst
You are the Marketing Research manager for AGA(www.AGA.com). AGA has developed a luxury refrigerator and matching freezer at €4,000 each. A European survey was conducted to determine consumer response to the proposed models. The data were obtained by conducting interviews at shopping malls in
interviews, how would you cope with the coding of the ‘Others’? How would you rewrite this question and potential list of sports if you were to repeat the exercise?
sports that fellow students may have participated in, with space for ‘Others – please specify’. After conducting the
To a sample of five male and five female fellow students, pose the question ‘Which of the following sports have you participated in over the last 12 months?’ Create a list of what you think may be the top
Using the SNAP software package that accompanies this text (you are able to design nine questions of your survey and administer these to up to 25 respondents), design a short questionnaire on any topic and write out five potential sets of responses to the questions you have set. Enter these
How are unsatisfactory responses that are discovered in editing treated?
Describe the data preparation process. Why is this process needed?
In a small group discuss the following issues: ‘What makes street interviewing an art?’ and ‘Why do interviewers cheat?’
Contact a marketing research agency (so that everyone is aware and agreeable about the process)and arrange a field trip to a shopping centre where street interviews are being conducted. Working in pairs, observe the interviewing process of a number of interviewers over a time span of four hours.
In teams of four, design a questionnaire to be used in a street interview. One of the team then takes on the role of the interviewer, the other three to act as respondents. Conduct three interviews and video the process. Replay the video and write a report that focuses upon:a The questionnaire
You are a field supervisor. Ask a fellow student to assume the role of an interviewer and another student the role of a respondent. Train the interviewer to conduct an in-home interview by giving a live demonstration.
Visit the websites of three major marketing research agencies. Evaluate how they present their quality management of fieldwork. Write a report that details what you feel to be the best elements of their respective practices. Note also what additional practices they should be highlighting to
Describe the major sources of error related to survey fieldwork.
Describe the criteria that should be used for evaluating survey fieldworkers.
What is validation of survey fieldwork? How is this done?
What aspects are involved in the supervision of survey fieldworkers?
How should the survey fleldworker terminate the interview?
How should the answers to unstructured questions be recorded?
Outline the advantages and disadvantages of the interviewer developing a rapport with respondents.
Evaluate what may be done to help interviewers probe correctly and consistently.
Describe and illustrate the differences between probing in a survey and in an in-depth interview.
What are the guidelines for asking questions?
What qualifications should survey fieldworkers possess?
Describe the survey fieldwork/data collection process.
Why do marketing researchers need to use survey fieldworkers?
In a small group discuss the following issues:‘Statistical considerations are more important than administrative considerations in determining sample size’ and ‘The real determinant of sample size is what managers feel confident with; it has little to do with statistical confidence.’
You work as the marketing research manager for a chain of theme restaurants. A new menu has been developed based upon organic and fair-trade produce.Before the new menu is introduced, management are concerned about how existing and potential customers will react. How would you approach the sample
A major electric utility company would like to determine the average amount spent per household for air-conditioning during summer months. From its own records it knows how much electricity is consumed per household but not how much is spent on particular appliances and the attitudes towards the
Using the website of a major newspaper in your country, search for reports of three recent major surveys. Write a report on the sample sizes used and the extent to which details of precision, confidence levels and any other factors affecting the sample were reported. Note any reporting that
Using a spreadsheet (e.g. Excel), program the formulae for determining the sample size under the various approaches described in this chapter.
What strategies are available for adjusting for nonresponse?
Define incidence rate and completion rate. How do these rates affect the determination of the final sample size?
When several parameters are being estimated, what is the procedure for determining the sample size?
How can the researcher ensure that the generated confidence interval will be no larger than the desired interval when estimating a population proportion?
Describe the procedure for determining the sample size necessary to estimate a population proportion given the degree of precision and confidence. After the sample is selected, how is the confidence interval generated?
Define what is meant by absolute precision and relative precision when estimating a population proportion.
How is the sample size affected when the degree of confidence with which a population mean is estimated is increased from 95% to 99%?
How is the sample size affected when the absolute precision with which a population mean is estimated is doubled?
Describe the procedure for determining the sample size necessary to estimate a population mean, given the degree of precision and confidence but where the population variance is unknown. After the sample is selected, how is the confidence interval generated?
Describe the procedure for determining the sample size necessary to estimate a population mean, given the degree of precision and confidence and a known population variance. After the sample is selected, how is the confidence interval generated?
How do the degree of confidence and the degree of precision differ?
Describe the difference between absolute precision and relative precision when estimating a population mean.
What is the procedure for constructing a confidence interval around a mean?
What is the standard error of the mean?
Define:a the sampling distribution b finite population correction c confidence intervals.
In a small group discuss the following issues: ‘Given that many governments use sampling to check the accuracy of various censuses and that non-response rates to censuses are growing, national decennial censuses should be abolished in favour of the use of existing databases and sample surveys’
You work as the Marketing Research Manager for ABN AMRO in Amsterdam. Managers would like to know if the attitudes towards saving differ between ethnic groups. They wonder whether, given the varied population of the Netherlands, it is meaningful to segment the market according to ethnic
The Alumni Office of your University would like to conduct a survey of on-campus students who are in their final year of study. The office wishes to determine attitudes to joining alumni associations as students progress through further study and their careers. As a consultant you must develop a
Hewlett-Packard would like to conduct a survey of business attitudes to the use of colour printers. Visit either www.deutschepost.de or www.royalmail.com and write a report on what support these sites will give you in terms of establishing an up-to-date and accurate sampling frame, and the sampling
A company is planning a service that gives respite and support to carers that look after ill or disabled friends or family. It wishes to undertake a face-to-face survey of the carers. What sampling technique would you recommend for this task? Detail the stages involved in making this technique
Describe the cluster sampling procedure. What is the key distinction between cluster sampling and stratified sampling?
What are the differences between proportionate and disproportionate stratified sampling?
Describe stratified sampling. What are the criteria for the selection of stratification variables?
Describe the procedure for selecting a systematic random sample.
What are the distinguishing features of simple random sampling?
Describe snowball sampling. How may the technique be supported by qualitative research techniques?
What is the major difference between judgemental and convenience sampling? Give examples of where each of these techniques may be successfully applied.
What is the least expensive and least time consuming of all sampling techniques? What are the major limitations of this technique?
How do probability sampling techniques differ from non-probability sampling techniques? What factors should be considered in choosing between probability and non-probability sampling?
What qualitative factors should be considered in determining the sample size?
To what extent may the availability of sampling frames determine the definition of a population?
What is a sampling unit? How is it different from the population element?
How should the target population be defined? How does this definition link with the definition of a marketing research problem?
Describe the sampling design process.
Under what conditions would a sample be preferable to a census? A census preferable to a sample?
In a small group discuss the following issues:‘Because questionnaire design is a craft, it is useless to follow a rigid set of guidelines. Rather the process should be left entirely to the creativity and ingenuity of the researcher’. And ‘Asking classification questions at the start of a
You have been hired as a management trainee by a firm that manufactures major household appliances.Your boss has asked you to develop a questionnaire to determine how households plan, purchase and use major appliances. This questionnaire is to be used in five European countries. However, you feel
Develop a questionnaire for determining household preferences for popular brands of cold breakfast cereals. Administer the questionnaire to five adult females, five adult males and five children. How would you modify the questionnaire if it was to be administered by telephone? What changes would be
respondents). Design nine questions of your questionnaire on SNAP and administer these to 25 fellow students. Write a short report based upon your experience of using the software and the findings you have generated.
Heineken beer would like to conduct a survey of 18–25-year-old Europeans to determine characteristics of its corporate image. Develop a full questionnaire and use the SNAP software package that accompanies this text (you are able to design nine questions of your survey and administer these to up
Visit the website of one of the online marketing research firms, e.g. www.hostedsurvey.com. Choose one of the sample surveys and critically analyse the questionnaire using the principles discussed in this chapter.
Describe the issues involved in pilot-testing a questionnaire.
What guidelines are available for deciding on the form and layout of a questionnaire?
What is the proper order for questions intended to obtain basic, classification and identification information?
What are the reasons why respondents may be (a)unable to answer and (b) unwilling to answer the question asked?
What does the marketing researcher have to offer potential questionnaire respondents? Why should this question be considered?
What expectations does the marketing researcher have of potential questionnaire respondents – in terms of how they will react to the experience of completing a questionnaire?
What is the purpose of a questionnaire?
In a small group discuss the following issues: ‘A brand could receive the highest median rank on a rank order scale of all the brands considered and still have poor sales’ and ‘It really does not matter which scaling technique you use. As long as your measure is reliable, you will get the
Design Likert scales to measure the usefulness of Renault’s website. Visit the site at (www.renault.com)and rate it on the scales that you have developed.After your site visit, were there any aspects of usefulness that you had not considered in devising your scales, what were they and why were
students to determine their preferences for some of the popular restaurants in your town or city. Based on your pilot, evaluate the efficacy of the scale items you chose, and design new scale items that could be used for a full survey.
Develop a constant sum scale to determine preferences for restaurants. Administer this scale to a pilot sample of
Develop three comparative (paired comparison, rank order and constant sum) scales to measure attitude towards five popular brands of beer (e.g. Heineken, Guinness, Carlsberg, Stella and Holsten). Administer each scale to five students. No student should be administered more than one scale. Note the
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