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marketing research essentials
Marketing Research: An Applied Approach 3rd Edition Naresh K. Malhotra, David F. Birks - Solutions
Following the methods outlined in this chapter, develop a plan for conducting a focus group study to determine consumers’ attitudes towards organic foods. Specify the objectives for the groups, write a screening questionnaire, list potential props or physical stimuli that you could use in the
Evaluate the benefits and limitations of conducting focus group discussions on the Internet.
Describe the opportunities and difficulties that may occur if alcoholic drinks are served during focus group discussions.
What is the difference between a dual-moderator and a duelling-moderator group?
Describe the purpose and benefits of using stimulus material in a focus group.
What determines the number of focus groups that should be undertaken in any research project?
What can the researcher do to make potential participants want to take part in a focus group?
What are the relative advantages and disadvantages of being able to observe covertly a focus group discussion?
Why is the focus group moderator so important to the success of a focus group discussion?
To what extent can a moderator achieve an ‘objective detachment’ from a focus group discussion?
What does a ‘comfortable setting’ mean in the context of running a focus group?
Evaluate the purpose of running an experimental focus group discussion.
What determines the questions, issues and probes used in a focus group?
What are the difficulties in conducting focus groups with managers or professionals?
What are the key benefits and drawbacks of conducting focus group discussions?
Why may marketing researchers not wish to reveal fully the purpose of a focus group discussion with participants before it starts?
In a small group discuss the following issues:‘Quantitative research is more important than qualitative research because it generates conclusive findings’ and ‘Qualitative research should always be followed by quantitative research to confirm the qualitative findings’.
In the above case of an ethnographic study of young men for Lynx deodorant, what would you feel to be appropriate contexts or circumstances to conduct this work?
You are a brand manager for Lynx deodorant. You wish to invest in an ethnographic study of young men. Ask another student to play the role of marketing director.What case would you make to the marketing director about the value of investing in an ethnographic study?
year olds?
Would a 12-year-old schoolchild who has not been exposed to any academic theories about ‘service delivery quality’ be more creative and open-minded, and thus better suited to conduct a grounded theory approach, compared with a 22-year-old business studies graduate? Would your view change in any
An advertising agency has selected three pieces of music that it could use in a new advertising campaign. It has come to you as a marketing researcher to help in making the case for selecting the right piece of music for the campaign. What would be the case for using qualitative techniques for this
What do you see as the key advantages and challenges of conducting qualitative research using the Internet?
Describe the five interrelated phases of an action research approach.
Describe the key elements to be balanced in the application of action research.
Why may the Kurt Lewin case of action research be deemed an application of marketing research?
Is it possible for marketing researchers to be objective?
What stages are involved in the application of a grounded theory approach?
Describe and illustrate two research techniques that may be utilised in ethnographic research.
Why may marketing decision-makers wish to understand the context of consumption?
What does ethnographic research aim to achieve in the study of consumers?
What role does theory play in the approaches adopted by positivist and interpretivist marketing researchers?
In what ways may the positivist and the interpretivist view potential research participants?
Describe the characteristics of positivist and interpretivist marketing researchers.
Evaluate the differences between a European and an American approach to qualitative research.
Why is it not always possible or desirable to use quantitative marketing research techniques?
What criticisms do qualitative marketing researchers make of the approaches adopted by quantitative marketing researchers, and vice versa?
In a small group discuss the following issues: ‘What ethical problems exist with the use of marketing databases for marketing researchers?’ and ‘If, on ethical grounds, marketing researchers refused to utilise the benefits of marketing databases, what inherent weaknesses may exist in their
Visit the SPSS website www.spss.com and follow a link to its ‘predictive analytics’ products. Write a report on how marketing research may feed into and/or feed from predictive analytics in either a bank or major retailer.
You are a marketing manager for Carlsberg beer. One of your major customers is a supermarket that uses a loyalty card scheme to electronically observe its customers.a What would this supermarket know about beer buying behaviour through its scheme?b If it would not share this with you, evaluate any
Call in at a supermarket or store that operates a reward or loyalty card scheme that requires you to apply for membership. Pick up an application form and examine the nature of questions you are expected to answer.a What marketing research use can be made of the data collected from this application
Visit the websites of Acorn (www.acorn.caci.co.uk), Mosaic (www.experian.com) and CAMEO(www.eurodirect.co.uk). Imagine that you have been commissioned to select a geodemographic system to help a newspaper publisher in a major European city.a For such a business, how may a geodemographic system be
Why may there be a difference between a individual country geodemographic classification and a European or global classification of that same country?
What is the difference between a datawarehouse and data mining?
What is a datawarehouse?
Describe the stages of development in using databases and survey data to build profiles of consumers and model marketing decisions.
How does the compilation of different types of data help to build a strong ‘picture’ of consumer characteristics?
What benefits may be gained from fusing together customer characteristics held as internal secondary data, with a proprietary geodemographic information system held as external secondary data?
How can the graphical representation of consumer characteristics using maps help marketing decision making?
What is a geodemographic classification of consumers?
Why may the characteristics of consumers differ, based upon where they live?
Describe the benefits to the marketing researcher of being able to capture data that identify characteristics of consumers and their shopping behaviour in a store.
Describe the benefits to the marketing decision-maker of being able to capture data that identify characteristics of consumers and their shopping behaviour in a store.
What other sources beyond electronic scanner devices electronically observe customer behaviour?
What kinds of data can be gathered through electronic scanner devices?
What is a customer database? Why may a marketing researcher wish to analyse the data held in a customer database?
How may ‘operational data’ held in organisations help to build up an understanding of customer behaviour?
In a small group discuss the following issues: ‘What is the significance and limitations of government census data for marketing researchers?’ and ‘Given the growing array of alternative data sources that describe characteristics of individuals and households in a country, would it be a
Visit the Central Statistics Office Ireland website(www.cso.ie/links/) and follow a link to the national statistics office in a country of your choice. Write a report about the secondary data available from this office that would be useful to a national housing developer for the purpose of
You are a brand manager for Proctor & Gamble, in charge of a shampoo brand. How would you use the information available from a store audit? Ask another student to play the role of marketing director. What case would you make to the marketing director about the value of investing in store audit
Select an industry of your choice. Write a report on the potential growth in that industry and the factors that are driving that growth. Use both secondary data and intelligence sources to build your case.
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 where this work may have already been completed, e.g. Mintel, compare and contrast
What is an audit? Describe the uses, advantages and disadvantages of audits.
Explain what an online panel is, giving examples of different types of panel. What are the advantages and disadvantages of online panels?
List and describe the main types of syndicated sources of secondary data.
Evaluate the desirability of using multiple sources of secondary data and intelligence.
If you had two sources of secondary data for a project, the first being dependable but out of date, the second not dependable but up to date, which would you prefer?
To what extent should you use a secondary data source if you cannot see any explicit objectives attached to that research?
What criteria would you look for when examining the design and specifications of secondary data? Why is it important to examine these criteria?
By what criteria may secondary data be evaluated?
How can intranet technology help in the location and dissemination of secondary data?
What is the difference between internal and external secondary data?
How may secondary data be used to validate qualitative research findings?
Why is it important to locate and analyse secondary data before progressing to primary data?
At what stages of the marketing research process can secondary data be used?
What are the relative advantages and disadvantages of secondary data?
What are the differences between primary data, secondary data and marketing intelligence?
In a small group discuss the following issues: ‘There are many potential sources of error in a research project. It is impossible to control all of them. Hence, all marketing research contains errors and we cannot be confident of the findings.’ And ‘If a research budget is limited, small
Visit the website of the research organisation JD Power and Associates, www.jdpower.com. Work through its corporate site and choose a study that it has conducted to examine. What research design has it used for this study and what potential error issues could emerge given the nature of what it was
Imagine that you are conducting an image study for the online dating agency www.match.com. What elements of the way that it presents its services and how its customers use the site could help you in an exploratory stage of this study?
Visit the website of the Association of Qualitative Research Practitioners, www.aqrp.co.uk. Browse through the business directory to get a feel for the nature of industries and marketing issues that may be supported by exploratory studies. Find the agency MORI and examine the work of its specialist
Imagine that you are the marketing researcher appointed by BMW and that you have been hired to conduct a study of its corporate image.a Discuss the potential issues that may affect your choice of context in which to interview female executives that buy the 7-series cars.b Discuss the potential
Why is it important to minimise total error rather than any particular source of error?
What is the relationship between exploratory, descriptive and causal research?
Describe how quantitative techniques may be used in exploratory research.
What are the major purposes for which exploratory research is conducted?
How does the subject of enquiry as seen by potential research respondents affect research design?
What expectations do marketing decision-makers have of research designs?
In a small group discuss the following issues: ‘Is it feasible that marketing decision-makers may not conceive of or be able to express the nature of decision support they need? What are the implications of such a possibility in the development of research proposals?’ And ‘From where may
Select any ‘Premier League’ football club in a country of your choice. Using secondary data sources, obtain information on the annual sales of official club merchandise and the ‘industry’ (your definition of this)sales over the last five years. Use a spreadsheet package to analyse this
Visit the websites of competing mobile phone manufacturers and/or their distributors (Motorola, Nokia and Siemens). Determine the factors of choice criteria used by consumers in selecting a mobile phone. Evaluate the extent to which there are different sets of choice criteria used by one company,
You are a consultant to the Ford Premier Automotive Group, working on a project for Aston Martin.a Use online databases to compile a list of articles related to the Ford Premier Automotive Group, Aston Martin and the global high-performance luxury car market in the past year.b Visit the Aston
Imagine that you are the Marketing Director of KLM airlines.a Make a list of potential marketing objectives whose fulfilment could improve the performance of KLM.b Select what you feel would be the most important marketing objective. Develop a set of marketing research objectives that you consider
What is the role of theory in the development of a research approach?
Describe the factors that may affect the approach to a research problem.
What are some differences between a marketing decision problem and a marketing research problem?
What interrelated events occur in the environmental context of a research problem?
Describe some of the reasons why management are often not clear about the ‘real’ problem they face.
What is the significance of the ‘background’ section of a research brief and research proposal?
How may a marketing researcher be creative in interpreting a research brief and developing a research proposal?
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