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marketing research essentials
Marketing Research: An Applied Approach 3rd Edition Naresh K. Malhotra, David F. Birks - Solutions
You work in the marketing research department of a firm specialising in decision support systems for the health care industry. Your firm would like to measure the attitudes of hospital administrators towards decision support systems produced by your firm and its main competitors. The attitudes
What is validity? What is criterion validity? How is it assessed?
What is reliability? What are the differences between test–retest and alternative-forms reliability?
How does the nature and degree of verbal description affect the response to itemised rating scales?
Should an odd or even number of categories be used in an itemised rating scale?
What are the major decisions involved in constructing an itemised rating scale? How many scale categories should be used in an itemised rating scale? Why?
Describe the semantic differential scale and the Likert scale. For what purposes are these scales used?
minutes.f How much money did you spend last week in the Student Union Bar? _____
minutes(v) More than
to
minutes(iv)
to
minutes(iii)
to
minutes(ii)
= second most preferred, etc.):(i) Reading magazines.(ii) Watching television.(iii) Going to the cinema.(iv) Shopping for clothes.(v) Eating out.d What is your university/college registration number? _____ e In an average weekday, how much time do you spend doing class assignments?(i) Less than
(1 =most preferred,
to
4 5 b How old are you? _____ c Rank the following activities in terms of your preference by assigning a rank from
2
Identify the type of scale (nominal, ordinal, interval or ratio) used in each of the following. Give reasons for your choice.a I like to listen to the radio when I am revising for exams Disagree Agree
What is a paired comparison? What are the advantages and disadvantages of paired comparison scaling?
Describe and illustrate, with examples, the differences between a nominal and an ordinal scale.
Highlight any marketing phenomena that you feel may be problematic in terms of assigning numbers to characteristics of those phenomena.
What is measurement?
In a small group discuss the following issues: ‘Is it possible to prove causality in any aspects of consumer behaviour?’ and ‘The potential to electronically observe consumer buying behaviour using the Internet has created great growth potential for the application of experimental
Red Bull (www.redbull.com) has developed three alternative package designs to replace its current can design. Design an Internet-based experiment to determine which, if any, of these new package designs is superior to the current one.
students being exposed to each advertisement (treatment condition). Develop your own measures of advertising effectiveness in this context.
Select two different perfume advertisements for any brand of perfume. Design and conduct an experiment to determine which advertisement is the most effective. Use a student sample with
What potential difficulties do you see in conducting the experiment above? To what extent could the Louis Vuitton management help you overcome these difficulties?
You are the marketing research manager for Louis Vuitton (www.vuitton.com). The company would like to determine whether it should increase, decrease or maintain the current spend level of advertising.Design a field experiment to address this issue.
What is test marketing? What are the three types of test marketing?
Compare the characteristics of laboratory and field experimentation.
List any five extraneous variables and give an example to show how each can reduce internal validity.
In a small group discuss the following issues: ‘Telling consumers that they are being observed destroys what you are trying to observe. It is much better to see consumers behaving naturally, even if this requires the use of hidden cameras.’ And ‘Given the decline in response and cooperation
minutes making these observations and write a report that covers:a How you feel students make their purchasing decisions for books and any other goods available in the shop.b What you feel to be the benefits, limitations and challenges of this approach.
You have been hired by the campus bookstore to covertly observe students making purchasing decisions while shopping. Spend
Locate an Internet survey, print off the pages and examine the content carefully. What are the relative advantages of administering the same survey via street interviewing? What would a street interviewer need to make this survey effective in a street situation?
Visit the Gallup organisation’s website at www.gallup.com. Which survey methods have been used by Gallup in some of the recent surveys posted at this site? Why were these survey methods selected?
The manager of your college/university school/department has been asked to review which survey method would be the most effective for a study of undergraduate experiences and attitudes at the end of each academic year. She has come to you to help her make the case. Which method would be best and
What do you see as being the main ethical problems of mystery shopping?
Describe a marketing research problem in which both survey and observation techniques could be used for obtaining the information needed.
Describe the relative advantages and disadvantages of observation.
What is the difference between qualitative and quantitative observation?
Describe the criteria by which you would evaluate the relative benefits of different observation techniques.
Explain, using examples, where trace analysis may be used.
How may electronic observation techniques be used in supermarkets?
How would you classify mystery shopping as an observation technique? Why would you classify it in this way?
What are the key advantages of conducting interviews on the Internet? Evaluate the potential that this technique holds for the future.
What are the distinct advantages of conducting a survey using CAPI technology compared with traditional paper questionnaires?
What are the relevant factors for evaluating which survey method is best suited to a particular research project?
Why do interviewers need to probe respondents in surveys? What distinguishes survey probing from probing conducted in qualitative interviews?
Evaluate the reasons why response rates to surveys are declining.
Discuss the dilemma faced by the survey designer who wishes to develop a survey that is not prone to interviewer bias but also sees that interviewer rapport with respondents is vital to the success of the survey.
Within a context of survey researchers imposing their language and logic upon potential respondents, what do you see as being the advantages and disadvantages of conducting surveys?
In a small group discuss the following issues:‘Quantitative techniques of analysis and data display have no role to play in qualitative data analysis?’ and‘Theoretical sampling could never work in commercial marketing research given that it creates an open-ended agenda of issues to explore
An ethnographic study is planned of young men using Lynx deodorant. You have been asked to compare the relative merits of the qualitative data analysis packages Ethnograph (www.qualisearch.com) and XSight (www.qsrinternational.com) in terms of coping with the types of data that will be generated
You have conducted a series of focus groups with 18–21 year olds about travelling home from evening events. As you complete each group, you give each participant a disposable camera to record significant events of their journeys home for the forthcoming weekend. What would you do with the images
You have just started to work for a major qualitative marketing research agency. The CEO notes that her researchers use a great variety of methods to keep field notes, ranging from scrappy notes taken at interviews to detailed diaries. You have been given the task of designing a format of field
years of age and over. What preparatory work could you do to understand characteristics of this subject, the target group and how the target group relate to the subject?
You have been given the task of conducting a series of in-depth interviews about luxury cruises targeted at women of
Why does the interpretation of qualitative findings have ethical implications?
Why is the researcher’s understanding of his or her social and cultural values particularly important in international marketing research?
Evaluate the main concerns that exist with the use of computers in qualitative data analysis.
How may computers help in the whole process of qualitative data gathering and analysis?
How may theoretical sampling aid the process of verification?
Evaluate ‘when’ the stage of data verification should occur.
What advantages and disadvantages do you see in displaying qualitative data in a spreadsheet format?
Evaluate the purpose of displaying qualitative data.
What are the advantages and disadvantages of handing over audiotapes of qualitative interviews to a typist who has taken no part in the interviews?
What does the word ‘coding’ mean in the context of qualitative data analysis? What problems do you see associated with the process of coding?
What may be classified as ‘data’ when assembling data as part of the data analysis process?
What should be recorded in a field notebook?
Why should a qualitative researcher maintain a field notebook?
What is the significance of a qualitative researcher having a theoretical and marketing understanding of the subject he or she is researching?
How may the social and cultural background of researchers affect the way they: gather qualitative data? interpret the whole array of qualitative data they have gathered?
In a small group discuss the following issues: ‘Are there any dangers (for researchers and participants)in conducting in-depth studies on issues that participants hardly reflect upon on a day-to-day basis?’ and ‘Projective techniques cannot work well with shy and introverted participants.’
Jeffery West shoes (www.jeffery-west.co.uk) wishes to develop an understanding of its brand personality.Design a role-playing scenario that will help to achieve this aim. Who would you invite to the sessions?Where would you run the sessions? What roles would you ask the participants to play?
A cosmetics firm would like to increase its penetration of the student market through a new range of organic and ‘ethical’ products. Conduct two experimental indepth interviews with a male and female student.Write a report setting out plans for any subsequent form of in-depth interviews and
Baileys Irish Cream wishes to understand something of the nuances of serving and enjoying its drink.Develop a cartoon test for this purpose.
Could an in-depth interview about the phenomenon of Internet casinos be conducted via the Internet?Present a case for how you would conduct such interviews and set out what you see as the advantages and disadvantages of this approach.
What limitations are there to conducting in-depth interviews by email, compared with meeting participants face to face?
Describe a projective technique that you feel would work particularly well by email – without the use of webcams.
Why may in-depth interviews or projective techniques upset or disturb participants?
Why is the context of questioning particularly important when conducting in-depth interviews in international marketing research?
Describe the criteria by which marketing researchers may evaluate the relative worth of qualitative techniques.
Describe the story completion technique. Give an example of the type of participant and the context in which such a technique would work.
Describe the word association technique. Give an example of a situation in which this technique is especially useful.
What are projective techniques? Under what circumstances should projective techniques be used?
Choose any particular application of an in-depth interview and present a case for why you think the technique may work much better than a focus group.
Evaluate the context and timing requirements that you think would be needed to make the repertory grid technique work.
Describe the process of administering the repertory grid technique.
Why may a structure be applied to the in-depth interview in the form of laddering or the repertory grid technique?
What are the requirements of the researcher undertaking in-depth interviews? Why are these requirements particularly important when conducting interviews with managers?
What are the major advantages of in-depth interviews?
What is an in-depth interview? Summarise the process of administering an in-depth interview.
In a small group discuss the following issues: ‘The dress, appearance and speech of the moderator create biases in group discussions that cannot be evaluated’ and ‘Mood boards created in focus groups are more useful to marketing decision-makers compared to a formal written analysis of the
Visit the website of the Association of Qualitative Research Practitioners (www.aqrp.co.uk). Examine the reports and views of contributing practitioners and write a report on what you feel are the latest developments and/or exciting opportunities in the use of focus groups.
You are a brand manager for Johnny Walker whiskies.You wish to invest in an Internet focus group study of whisky buyers and drinkers. Explain how you would identify and recruit such respondents from across the globe. What incentive(s) would you offer potential participants?
Your campus sports centre is trying to recruit more members from the local non-student community. In achieving this aim, evaluate the marketing decisions that could be supported by focus groups, either as a technique in its own right or validated with other techniques.
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