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marketing research essentials
Marketing Research: Tools & Techniques 3rd Edition Nigel Bradley - Solutions
Why is knowledge about the universe so important before sampling?
What are the differences between simple random sampling and systematic random sampling?
What is a population? What is a sample? What is a survey?
How can sample size be determined?
What lessons can we draw from the past to help in sampling?
Why are these standards broken for some sectors? Suggest five sectors where the standards may be a problem.
What standards have been agreed for recruitment?
Why is the industry concerned about qualitative recruitment?
Explain the ‘closest birthday rule’
Why is the sample size for Latvia the same as that in Denmark?
Was the sampling procedure non-random?
Besides prosecution in a law court, what steps could be taken to encourage participation?
Who benefits from census results?
Why do most nations carry out a census regularly?
In your opinion, which data capture method would be most helpful? Consider particularly the new venture.
He has heard about mystery shopping and comments cards in hotels. What are the advantages and disadvantages of these approaches?
Explain to Nick what different ways of capturing data can be used for his business.
Nick is asking you to tell him how research might help his existing business. You should write memos to him for each question.
Look at the opening Snapshot on neuromarketing research. What advice would you give to a company wishing to use this technique? Outline the likely procedure that might be used to test a press advertisement.
Consult the proposal in the Market Researcher’s Toolbox. With your knowledge of primary data, draft a possible design for different data capture techniques than those proposed. Try to improve on the design.
How can in-store methods be used to understand who buys dog food? Evaluate the good and bad points of this approach.
Explore the ways to capture data that can be used by small companies with limited research money. What problems are associated with this approach?
Evaluate the ways used to capture data from tourists passing through Britain on their European tour.
For what reasons may we decide to reject mystery shopping when we carry out research?
Why is it so important to consider existing respondent knowledge when deciding on the best data capture method?
Assess the advantages and disadvantages of using mobile phone interviews to investigate car driving.
What lessons can we draw from the past to help in collecting data?
Why should control be one of the most important considerations for the researcher?
What do you think are the main motivators for telephone interviewers?
Why do you think the research agency chose to interview IT managers by telephone rather than online?
List the different points at which Christopher receives training and supervision.
When can a researcher use a camera in mystery shopping?
What are the benefits of ‘back-checking’ respondents who have already been interviewed?
List the things that an interviewer must tell a respondent before the interview.
What are the advantages and disadvantages of a poster reminder?
What other data capture method could achieve the same objectives?
Summarise the multiple attempts used to secure a high response rate on the NSS.
How do you rate the sources and the context (use the instructions provided in the chapter)?
In addition to the table, what other secondary data may be useful to help the marketing problem?
What value does the table have for the marketing problem?
The questionnaire used in 1964 was different from that used in 1978; this is evident from the table. How could this have influenced the results?
List the different queries you may have about the two studies. Next to each question, write how you would find its answer.
In the opening Snapshot, what are the advantages and disadvantages of using the Tesco Clubcard to obtain data on shopping behaviour? Why might overseas tourists need to be researched in a different way? What other ‘blind spots’ are there?
Consult the proposal in the Market Researcher’s Toolbox. Draft a possible design for secondary data collection. Try to list precisely what you will do. A second task is to carry this out.
We want to find some information about the music business in Italy. First, generate some synonyms using a thesaurus (either a real book or one built into your software). Next, translate these words from English to Italian using a language translator. Then cut and paste these words into a search
Visit http://www.google.com You shouldn’t leave the Google pages. Look at the user guide. Discover the services available and the user guides. Be sure to see Google Scholar and Google Analytics. Write a report on your findings.
Use the Internet to describe the market for baked beans in a particular country. You should provide market shares and brief descriptions of the major players.
What are the main features of a desk research plan?
How can professional organisations be useful sources of data?
Assess the advantages and disadvantages of using secondary data. What are the alternatives?
List the differences between internal and external secondary data. Explain whether one is better than the other and why.
You interview a journalist about reports he produced two years ago on the railway sector.Is this primary or secondary data collection?
What things are exempt from the FOI Act?
What is a publication scheme?
What organisations are obliged to make information available under the FOI Act?
Why are governments happy for anyone to take their data free of charge?
How have pricing structures changed in recent years?
Why are some data sets free or of low cost?
Explore websites for the other organisations mentioned above. How can these help in marketing?
Explain the functions of UKDA.
How can this archive help the market researcher?
How will the company use the data held?
Are any of these contacts registered with mail preference agencies?
What is the information on the database? If it is individual/company details, were all of these aware when you registered their details that their information could be shared? Did you tell them? Did they consent?
Does your organisation’s status as data controller, according to the wording in the register, allow for transfer of information?
As an individual employee, do you have the authority to hand over data to someone else?
What assurances of validity, reliability, and ethics can you provide to your client?
you are now taking the role of a research agency. In response to the brief you have written, develop an outline of notes for a proposal. You should include the usual parts of the proposal. Cover the research objective/s, chosen method, and respondent profile. Pay less attention to specific aspects
For question
This is a role play situation where you are acting as Whiskas® for question 1. The company website will provide information on products. Create a research brief using the information above and making any reasonable assumptions. The objective is to generate new ideas for catfoods and the research
Try to discover any brands that are being test marketed at present (ask a retailer or search the Internet)
Read the opening Snapshot carefully. Outline a research plan that could be used for all new product test markets in the future. Be sure to include internal and external secondary data, primary data, qualitative and quantitative approaches.
Consult the brief in the Market Researcher’s Toolbox, but do not read the corresponding proposal. Draft a possible structure for a proposal, then compare this with the one provided.
Plan a simple proposal to determine why buyers of dog food choose particular can sizes.
Select different combinations of research and explain how they could be used to investigate the automotive market.
Why should the purpose of a project be debated by many people?
For what reasons may we decide not to carry out research?
Why are briefs and proposals so important?
What ways of doing research are fast?
Compare the costs of different ways of doing research.
What lessons can we draw from the past to help in planning research?
BP keeps results of previous projects on an electronic database. What are the advantages for the company? What are the problems of this? What are the alternatives?
You will see that all projects have budgets. From this account, which people in BP are likely to be involved in deciding how to spend that money?
How does the role of an insight manager differ from that of the ‘old’ market researcher?
What might the role of a data controller involve?
What legal rights does the respondent have?
What are the benefits of keeping the client’s name secret?
What would the implications be if the results were not published in electronic form?
How could the procedure be changed to achieve the same objectives?
Could another population (and therefore sample) be used to achieve the same objectives?
Don has never undertaken market research, but is considering appointing a research agency.He has asked you to describe the type of people who work in research agencies.
What ethical and legal problems may his business be facing? Particularly consider his intention to use the database of customers he has built.
Suggest what types of research technique could help in his decision-making.
Explain to Don the difference between strategic and operational marketing decisions, make it easy for him by giving examples from his business.
Look at the opening Snapshot. What are the benefits of research to the bank?
Look at a country of your choice outside the UK to discover its professional body for research and the number of members. Its website will be helpful.
Consult the Glossary (p. 475). Carry out a short quiz with your class to test your existing knowledge of terms.
List the professional bodies that operate in marketing research and explain their major functions.
Name and define three important marketing metrics. How could they be measured for a company producing cuddly toys?
Think of some examples of strategic and operational decisions made by real companies you know about. What type of research could have helped in these decisions? This is a useful exercise in a classroom because you can share your ideas and build the number of examples.
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