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marketing research essentials
Basic Marketing Research: Leeds University Business School 4th Edition Malhotra, Naresh K - Solutions
1. What is the major difference between a sample and a census?.....
5. Visit Gallup (www.gallup.com). Examine the Internet surveys being conducted. Write a report about the sampling plans being used......
4. Using a computer program, generate a set of 1,000 random numbers for selecting a simple random sample......
3. Ben & Jerry’s Homemade Ice Cream would like to conduct a survey of consumer preferences for premium ice cream brands in Los Angeles. Stratified random sampling will be used. Visit www.census.gov to identify information that will be relevant in determining income and age strata......
2. A manufacturer would like to survey users to determine the demand potential for a new power press.The new press has a capacity of 500 tons and costs$225,000. It is used for forming products from lightand heavyweight steel and can be used by automobile, construction equipment, and major appliance
1. Define the appropriate target population and the sampling frame in each of the following situations:a. The manufacturer of a new cereal brand wants to conduct in-home product usage tests in Chicago.b. A national chain store wants to determine the shopping behavior of customers who have its store
2. “Because nonsampling errors are greater in magnitude than sampling errors, it really does not matter which sampling technique is used.” Discuss this statement......
1. “Given that the U.S. Bureau of the Census uses sampling to check on the accuracy of various censuses, a constitutional amendment should be passed replacing the decennial census with a sample.” Discuss as a small group......
4. Discuss the advantages and disadvantages of HP using social media samples to obtain information on consumers’ preferences for notebook computers......
3. HP wants to conduct a telephone survey to determine how it can attract more families to HP PCs and notebooks.Design the sampling process......
1. As the marketing manager of HP personal computers, what marketing programs will you design to target families?.....
8. Using an electronic questionnaire design package, such as Qualtrics (included with this book), design a questionnaire to measure consumer preferences for sneakers. Then, develop the same questionnaire manually. Compare your experiences in designing this questionnaire electronically and
7. Lenovo would like to conduct an Internet survey to determine the image of Lenovo PCs and the image of its major competitors (e.g., Sony, Dell, and HP). Develop such a questionnaire. Relevant information can be obtained by visiting the Web sites of the following companies:www.lenovo.com,
6. A new graduate hired by the marketing research department of a major telephone company is asked to prepare a questionnaire to determine household preferences for telephone calling cards. The questionnaire is to be administered in mall-intercept interviews. Using the principles of questionnaire
4. Design an open-ended question to determine whether households engage in gardening. Also, develop a multiplechoice and a dichotomous question to obtain the same information. Which form is the most desirable?.....
3. Do the following questions define the issue? Why or why not?a. What is your favorite brand of shampoo?b. How often do you go on a vacation?c. Do you consume orange juice? 1. Yes 2. No.....
1. Develop three double-barreled questions related to flying and passengers’ airline preferences. Also, develop corrected versions of each question......
17. What are the major decisions involved in designing observational forms?.....
16. How can social media aid in developing a questionnaire?.....
14. What guidelines are available for deciding on the form and layout of a questionnaire?.....
12. What is a leading question? Give an example......
10. What are the issues involved in designing multiple-choice questions?What are the guidelines available for deciding on question wording?.....
9. What are the advantages and disadvantages of unstructured questions?.....
8. What can a researcher do to make the request for information seem legitimate?.....
7. What are the reasons that respondents are unwilling to answer specific questions?.....
6. Explain the concepts of aided and unaided recall......
5. What are the reasons that respondents are unable to answer the question asked?.....
3. How would you determine whether a specific question should be included in a questionnaire?.....
2. Explain how the mode of administration affects questionnaire design......
1. What is the purpose of questionnaires and observational forms?.....
3. Discuss the importance of form and layout in questionnaire construction......
2. In a small group, discuss the role of questionnaire design in minimizing total research error......
1. “Because questionnaire design is an art, 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.” Discuss in a small group......
6. Administer your revised questionnaire in social media. You can post the questionnaire or a link to it on your Facebook account and invite your friends to respond......
4. Develop a revised questionnaire to measure students’preferences for notebook computers......
1. Critically evaluate the HP questionnaire using the principles discussed in this chapter......
4. Consider the practical constraints. For example, if a certain type of scale has been used to measure a variable in the past (e.g., a 10-point Likert-type scale to measure customer satisfaction), the same scale might have to be used again to allow a comparison of the findings with past results or
3. Discuss multi-item scales and the issues of reliability and validity......
18. Discuss the use of social media in implementing itemized rating scales......
16. What is the relationship between reliability and validity?.....
15. What is criterion validity? How is it assessed?.....
14. What is validity?.....
13. Describe the notion of internal-consistency reliability......
12. What are the differences between test–retest and alternative-forms reliability?.....
11. What is reliability?.....
9. How does the nature and degree of verbal description affect the response to itemized rating scales?.....
8. What is the difference between forced and nonforced scales? Give an example of each......
7. Should an odd or even number of categories be used in an itemized rating scale? Why? When?.....
6. What is the difference between balanced and unbalanced scales? Give an example of each......
5. How many scale categories should be used in an itemized rating scale? Why?.....
2. Develop a multi-item scale to measure students’ attitudes toward internationalization of the management curriculum.How would you assess the reliability and validity of this scale?.....
2. “One need not be concerned with reliability and validity in applied marketing research.” Discuss this statement as a small group......
1. “It really does not matter which scaling technique you use. As long as your measure is reliable, you will get the right results.” Discuss this statement as a small group......
2. Discuss which, if any, of the comparative techniques are appropriate......
4. What are the implications of having an arbitrary zero point in an interval scale?.....
3. Describe the differences between a nominal and an ordinal scale......
1. Identify the type of scale (nominal, ordinal, interval, or ratio) being used in each of the following. Please explain your reasoning.a. I like to solve crossword puzzles.b. How old are you? _____c. Please rank the following activities in terms of your preference by assigning ranks 1 to 5, with 1
7. What advantages do statistical designs have over basic designs?.....
4. List the steps involved in implementing the posttest-only control group design. Describe the design symbolically......
8. Explain how you would implement a posttest-only control group design on the Internet to measure the effectiveness of a new print ad for Toyota Camry......
2...... Compare the various survey methods for conducting the HP survey. Could HP have used social media?If yes, how?
2...... “With advances in technology, observation methods are likely to become popular.” Discuss this statement as a small group.
7...... What are the relative advantages and disadvantages of observation?
2...... Name the major modes for obtaining information via a survey.
1...... Explain briefly how the topics covered in this chapter fit into the framework of the marketing research process.
6. How can HP make use of social media to conduct qualitative research?
5. Design sentence completion techniques to uncover underlying motives for personal computer purchases.
4. Devise word-association techniques to measure consumer associations that might affect attitudes toward personal computer purchases.
3. Can projective techniques be useful to HP as it seeks to increase its penetration of U.S. households?Which project technique(s) would you recommend?
2. Develop a focus-group discussion guide for understanding the consumer decision-making process for personal computer purchases.
1. In gaining an understanding of the consumer decision making process for personal computer purchases, would focus groups or depth interviews be more useful? Explain.
3. Discuss the following statement in a small group:“Quantitative research is more important than qualitative research because it results in statistical information and conclusive findings.”
2. Discuss the following statement in a small group: “If the focus-group findings confirm prior expectations, the client should dispense with quantitative research.”
1. In a group of five or six, discuss whether qualitative research is scientific.
6. Tennis magazine would like to recruit participants for online focus groups. How would you make use of a newsgroup to recruit participants? Visit http://groups.google.com and then navigate the site to select“Recreation—Sports—Tennis.”
5. Visit the Web site of Qualitative Research Consultants Association (www.qrca.org). Write a report about the current state-of-the-art in qualitative research.
4. Could a depth interview be conducted via the Internet?What are the advantages and disadvantages of this procedure over conventional depth interviews?
3. The Coca-Cola Company has asked you to conduct Internet focus groups with heavy users of soft drinks.Explain how you would identify and recruit potential respondents.
2. Suppose Baskin-Robbins wants to know why some people do not eat ice cream regularly. Develop a cartoon test for this purpose.
1. Following the methods outlined in the text, develop a plan for conducting a focus group to determine consumers’attitudes toward and preferences for imported automobiles.Specify the objectives of the focus group and write a screening questionnaire.
14. How can social media be used to conduct qualitative research?
13. When should projective techniques be employed?
12. What is the word-association technique? Give an example of a situation in which this technique is especially useful.
11. What are projective techniques? What are the four types of projective techniques?
10. What are the major advantages of depth interviews?
9. What is a depth interview? Under what circumstances is it preferable to focus groups?
8. What are two ways in which focus groups can be misused?
7. Why should one safeguard against professional respondents?
6. What are some key qualifications of focus-group moderators?
5. Why is the focus-group moderator so important in obtaining quality results?
4. Why is the focus group the most popular qualitative research technique?
3. What are the differences between direct and indirect qualitative research? Give an example of each.
2. What is qualitative research, and how is it conducted?
1. What are the primary differences between qualitative and quantitative research techniques?
3. If possible, have at least one team use the qualitative research software discussed in this chapter and make a presentation to the class.
2. Different teams can be assigned different responsibilities (e.g., interviewing key decision makers, interviewing industry experts, conducting depth interviews with consumers, doing a focus group, analyzing social media content, and so forth). Alternatively, all the teams can work on these tasks.
1. For most projects, it will be important to conduct some form of qualitative research.
2. Discuss how the marketing management-decision action that you recommend to Mike Rhodin is influenced by the research design that you suggested earlier and by the findings of that research.
1. What should Mike Rhodin do to increase traffic to the Web site and enhance the user experience?a. Redesign the Web site.b. Upgrade the existing Web site, making only the necessary changes.c. Engage in aggressive banner advertising.d. Engage in aggressive print advertising.e. Offer price
2. Discuss the role of the type of research you recommend in enabling Mike Rhodin to design an effective Web site.The Marketing Management Decision
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