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business
marketing research essentials
Basic Marketing Research: Leeds University Business School 4th Edition Malhotra, Naresh K - Solutions
1. Do you think that Lotus adopted the right research design? Which one of the following types of research designs would you recommend and why?a. Focus groupsb. Depth interviewsc. Survey researchd. Projective techniquese. Focus groups followed by survey research
4. What information available from www.nielsen.com can help HP evaluate the effectiveness of its Web site?
3. What information is available on consumer social media usage from syndicated firms? How can HP make use of this information?
2. How can HP make use of lifestyle information available from syndicated services?
1. What information available from syndicated firms would be useful to HP as it seeks to increase its penetration of U.S. households?
6. Select an industry of your choice. Contact one of the syndicated firms to 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 a published source, obtain information on the market shares of these same firms.
5. Visit www.arbitron.com and write a report about Arbitron’s syndicated services.
4. Visit www.gallup.com and write a report about Gallup’s syndicated services.
3. Visit www.symphonyiri.com and write a report about the products and services offered by SymphonyIRI Group.
2. Visit www.nielsen.com and write a report about the various services offered by Nielsen.
1. Visit www.npd.com and write a description of a panel maintained by NPD.
13. How are syndicated firms using social media?
12. Explain what is meant by single-source data.
11. Why is it desirable to use multiple sources of secondary data?
10. Describe the information provided by institutional and industrial services.
9. What is an audit? Discuss the uses, advantages, and disadvantages of audits.
8. Describe the uses of scanner data.
7. What kinds of data can be gathered through electronic scanner services?
6. What are the relative advantages of purchase panels over surveys?
5. Explain what a panel is. How do purchase panels and media panels differ?
4. How can surveys be classified?
3. What is the nature of information collected by surveys?
2. List and describe the various syndicated sources of secondary data.
1. How do syndicated data and data available from other secondary sources differ?
4. Encourage students to visit relevant Web sites of the client and its competitors and to conduct a thorough online search using search engines.
3. One, a few, or all of the teams can be assigned the responsibility of collecting and analyzing data from the Internet and social media.
2. If the project is supported by a budget, then relevant information can be purchased from syndicated sources.
1. Visit the Web sites of syndicated firms to identify the relevant information, some of which can be obtained without cost.
2. Discuss how the marketing management-decision action that you recommend to George Michel is influenced by the syndicated sources of data that you suggested earlier and by the information they provide.
1. What new products and services should George Michel introduce? (Check all that apply.)a. Opening of new restaurant conceptsb. Expanded catering servicesc. Enhanced drive-through operationsd. Launching of a new advertising campaigne. All of the above
2. How will the type of research you recommend enable George Michel to size the HMR market and determine what new products and services Boston Market should introduce?
1. Given the wide estimates of $50 billion to $150 billion for HMR potential sales for 2015, how can Boston Market get a more reasonable estimate? What sources of syndicated data should be consulted? (Check all that apply.)a. SymphonyIRI Groupb. Nielsenc. McKinsey & Companyd. NPD Groupe. All of the
2. How is your marketing management decision influenced by the information in the secondary data sources that you suggested earlier?
1. In order to enhance the appeal of Tommy Hilfiger clothing to the fashion conscious consumer, Fred Gehring should (check all that apply):a. Introduce new lines of designer clothing.b. Feature supermodels in Tommy Hilfiger’s advertising.c. Increase the distribution of Tommy Hilfiger clothing
2. How would the type of secondary research you recommend enable Fred Gehring and Tommy Hilfiger to keep abreast of apparel trends?
1. What sources of secondary data should Tommy Hilfiger consult to keep informed about apparel fashion trends? (Check all that apply.)a. Apparel industry trade association databasesb. U.S. Bureau of the Census, census of populationc. University of Michigan, consumer confidence index
2. If this work is divided, one or some teams could search the library’s electronic database; others could search government sources; and yet other teams could visit the library and work with a reference librarian to identify relevant sources.
1. Assign one, some, or all teams the responsibility of collecting and analyzing secondary data.
12. Discuss the use of social media as a source of secondary data.
11. What is database marketing?
10. Describe a geo-visual database.
9. What is geo-coding? Give an example.
8. Is it useful to combine internal and external secondary data? Why or why not?
7. What are the various sources of published secondary data?
6. How do internal and external secondary data differ?
5. What criteria are used to evaluate secondary data?
4. What are the disadvantages of secondary data?
3. What are the advantages of secondary data?
2. Why is it important to obtain secondary data before primary data?
1. How do primary and secondary data differ?
7. Visit www.census.gov. Use State Rankings and Vital Statistics to identify the top six states for marketing products to the elderly.
6. Visit the Web site of the U.S. Census Bureau(www.census.gov). Write a report about the secondary data available from the Bureau that would be useful to a fast-food firm such as McDonald’s for the purpose of formulating a domestic marketing strategy.
5. Visit www.dnb.com and write a report about the type of information on businesses available from D&B.
4. Visit the NAICS Association Web site (www.naics.com).Find the NAICS codes for “Computers, manufacturing”and “Hospitals, general medical and surgical.” Discuss the significance and usefulness of these codes.
3. You are enhancing Dell’s internal household customer data with externally available information. Visit the Equifax Web site (www.equifax.com) to determine what demographic and psychographic data are available that would be useful to Dell for targeting the household computer market.
2. Determine total e-commerce sales for the past year from each of the following sources: Forrester Research(www.forrester.com), ComScore (www.comscore.com), Nielsen (www.nielsen.com), and the U.S. Commerce Department (www.commerce.gov). Do these four estimates agree?
1. Select an industry of your choice. Using external published sources, obtain industry sales and the sales of the major firms in that industry for the past year. Estimate the market share of each major firm. Use a computerized database to obtain information on the market shares of these same
2. Discuss the growing use of computerized databases.
1. Discuss the significance and limitations of U.S. Census data as a major source of secondary data.
3. Visit the U.S. Census Bureau at www.census.gov. As HP seeks to increase its penetration of U.S. households, what information available from the U.S. Census Bureau is helpful?
2. Search the Internet including social media to obtain information on HP’s marketing strategy.Do you agree with HP’s marketing strategy? Why or why not?
1. Search the Internet to find information on the latest U.S.market share of HP and other PC marketers.
4. HP would like to determine consumer response to a new lightweight tablet PC that it has developed.What research design would you recommend?Discuss how social media can be used in implementing this design.
3. Describe one way in which HP can make use of causal research.
2. Describe one way in which HP can make use of descriptive research.
1. How can HP make use of exploratory research to understand how household consumers buy personal computers and related equipment?
3. “There are many potential sources of error in a research project. It is impossible to control all of them. Hence, marketing research contains many errors, and we cannot be confident of the findings.” Discuss these statements as a group. Did your group arrive at a consensus?
2. Discuss the following statement: “The researcher should always attempt to develop an optimal design for every marketing research project.
1. Discuss the following statement: “If the research budget is limited, exploratory research can be dispensed with.”
5. You are conducting an image study for Carnival Cruise Lines. As part of exploratory research, analyze the messages posted to the newsgroup rec.travel.cruises to determine the factors that consumers use in evaluating cruise companies. This newsgroup can be located at http://groups.google.com.
4. Visit the Web page of three of the marketing research firms listed in the table next page. What types of research designs have these firms implemented recently?
3. Visit Toluna (www.toluna.com).a. What are the surveys currently being conducted?b. How are the respondents being recruited for these surveys?c. Discuss the different type of errors likely to arise given the way the respondents are being recruited.
2. Welcome, Inc., is a chain of fast-food restaurants located in major metropolitan areas in the South. Sales have been growing very slowly for the last 2 years. Management has decided to add some new items to the menu; however, first they want to know more about their customers and their
1. Sweet Cookies is planning to launch a new line of cookies and wants to assess the size of the market. The cookies have a mixed chocolate-pineapple flavor and will be targeted at the premium end of the market. Discuss the type of research design that could be used.
11. Discuss the ethical issues involved in formulating an appropriate research design?
10. How can exploratory and descriptive research be implemented in social media?
9. List the major components of a research design.
8. What is the relationship among exploratory, descriptive, and causal research?
7. What is a causal research design? What is its purpose?
6. Discuss the advantages and disadvantages of panels.
5. Compare and contrast cross-sectional and longitudinal designs.
4. What are the major purposes for which descriptive research is conducted?
3. Differentiate between exploratory and conclusive research.
2. How does formulating a research design differ from developing an approach to a problem?
1. Define research design in your own words.
4. Prepare a formal proposal, as described in this chapter, and obtain client approval.
3. It is helpful to invite the client to this session.
2. As a class, discuss and select the research design for this project.
1. Each team should present to the class the type of research design they think is appropriate. Normally, the teams will end up with similar research designs, unless they are working on different projects.
2. Discuss how the course of action you recommend to Brian France is influenced by the research that you suggested earlier and by the findings of that research.
1. Brian France realizes that it is crucial for NASCAR to project the right image.However, he wonders what that image is. Is it (check as many as are applicable):a. A rural sports imageb. An urban sports imagec. Southern heritaged. Blue-collar sportse. A national sport for all lifestyles
3. Discuss the role of the type of research design you recommend in enabling Brian France to change the image of NASCAR.
2. Which of the following research designs would you recommend?a. Exploratory research: focus groupsb. Exploratory research: depth interviewsc. Exploratory research followed by a descriptive surveyd. Exploratory research followed by causal researche. Descriptive survey followed by exploratory
1. Do you think the research design adopted by NASCAR was appropriate? Why or why not?
5. Describe three research questions, with one or more hypotheses associated with each.
4. Present a graphical model describing consumers’selection of a personal computer brand.
3. Define an appropriate marketing research problem that corresponds to your definition of the management decision problem.
2. Define the management-decision problem facing HP as it seeks to maintain and build on its leadership position in the personal computers market.
1. Conduct an Internet and social media search on HP and briefly describe the environmental context of the problem surrounding HP.
2. We are all aware that Coca-Cola changed its flagship brand of 99 years to New Coke and subsequently returned to the old favorite, Coca-Cola Classic. Working in a group of four, read as much material as you can on this marketing bungle.Identify the decision problem that Coke management faced. As
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