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business
marketing research essentials
Basic Marketing Research: Leeds University Business School 4th Edition Malhotra, Naresh K - Solutions
1. Form a group of five or six people to discuss the following statement: “Correct definition of the marketing research problem is more important to the success of a marketing research project than sophisticated research techniques.’’ Did your group arrive at a consensus?
8. Visit the Web sites of competing sneaker brands(Nike, New Balance, and Adidas). The URLs are www.nike.com, www.newbalance.com, and www.adidas.com. From an analysis of information available at these sites, as well as a conducting a search in social media, determine the criteria used by consumers
7. Select any firm. Using secondary sources, obtain information on the annual sales of the firm and the industry for the last 5 years. Use a spreadsheet package, such as Excel, or any microcomputer or mainframe statistical package, to develop a graphical model relating the firm’s sales to the
6. You are a consultant to Coca-Cola USA working on a marketing research project for Diet Coke.a. Use the online databases in your library to compile a list of articles related to the Coca-Cola Company, Diet Coke, and the soft-drink industry published during the past year.b. Visit the Coca-Cola
5. Suppose you are conducting research for American Airlines. Identify, from secondary sources including Social Media social media, the attributes or factors passengers consider when selecting an airline.
4. Identify five symptoms and a plausible cause for each one.
3. State the management-decision problems for which the following marketing research problems might provide useful information.a. Estimate the sales and market share of department stores in a certain metropolitan area.b. Determine the design features for a new product that would result in maximum
3 years, be changed?c. Should the in-store promotion for an existing product line be increased?d. What pricing strategy should be adopted for a new product?e. Should the compensation package be changed to motivate the sales force better?
2. State the marketing research problems for each of the following management-decision problems.a. Should a new product be introduced?b. Should an advertising campaign, which has run for
1. Visit www.census.gov and obtain data relating to population trends by age groups. What are some of the marketing implications of these trends?
12. Discuss the role of social media in enabling the researcher to define the marketing research problem and in developing an approach.
11. What are the most common forms of analytical models?
10. What are the differences between research questions and hypotheses?
9. How are the research questions related to components of the problem?
8. What are the common types of errors encountered in defining a marketing research problem? What can be done to reduce the incidence of such errors?
7. What are some differences between a management-decision problem and a marketing research problem?
6. What is the difference between a symptom and an underlying cause? How can a skillful researcher differentiate between the two and identify the true problem?
5. What is a problem audit?
4. What is the role of the researcher in the problemdefinition process?
3. What are some reasons that management often is not clear about the real problem?
2. Why is it important to correctly define the marketing research problem?
1. What is the first step in conducting a marketing research project?
1. The factors to be considered when analyzing the environmental context of the problem can be summed up by the acronym PROBLEM:P ast information and forecasts R esources and constraints O bjectives of the decision maker B uyer behavior L egal environment E conomic environment M arketing and
1. David Mackay is wondering what changes Kellogg’s should make to increase market share. Should Kellogg’s (check as many as are applicable):a. Introduce new cereals targeted at adults.b. Decrease prices.c. Increase advertising budget and launch a new campaign.
3. Discuss the role of the type of marketing research problem you have identified in enabling David Mackay to increase Kellogg’s sales.
2. Define an appropriate marketing research problem that Kellogg’s needs to address.
1. What do you think is the underlying problem facing Kellogg’s? Check as many of the following as are applicable:a. Kellogg’s is targeting the wrong segment: kids.b. Competition from bagels and muffins is stiff.c. Kellogg’s prices are too high.d. Kellogg’s needs to introduce new
4. Ask the class or specific teams to develop an approach(analytical framework and models, research questions, hypotheses, and identification of the information needed). Through class discussion, arrive at a consensus.
3. Jointly with the client, the instructor should make a presentation to the class discussing the management decision problem and the marketing research problem.The students should come up with formal definitions of the management-decision problem and the marketing research problem. In conjunction
2. Have the class (or different teams) analyze the environmental context of the problem: past information and forecasts, resources and constraints, objectives, buyer behavior, legal environment, economic environment, and marketing and technological skills.
1. Invite the client to discuss the project with the class.
5. How can HP make use of social media to obtain marketing research information?
4. Would you like to pursue a marketing research career with HP? Explain.
3. What problem-solving research should HP undertake?
2. What problem-identification research should HP undertake?
1. Discuss the role that marketing research can play in helping HP maintain and build on its leadership position in the personal computers market.
3. Can ethical standards be enforced in marketing research?If so, how?
2. What is the ideal educational background for someone seeking a career in marketing research?
1. What type of institutional structure is best for a marketing research department in a large business firm?
6. Visit the U.S. Bureau of Labor Statistics Web site at www.bls.gov and search the Internet to obtain information on the employment potential for marketing researchers.
5. Visit the Web sites of the following organizations: MRA(www.mra-net.org), ESOMAR (www.esomar.org), and AMSRS (www.amsrs.com.au). Compare and contrast the information available at these sites. Of the three marketing research associations, which has the most useful Web site? Explain.
4. Search the Internet and your library’s online databases to identify an innovative new product introduced in the past 12 months and research it. Write a report about the marketing research undertaken to develop this product.
3. Describe one marketing research project that would be useful to each of the following organizations:a. Your campus bookstoreb. The public transportation authority in your cityc. A major department store in your aread. A restaurant located near your campuse. A zoo in a major city
2. Search the Internet to identify five examples of problem-identification research and five examples of problem-solving research.
1. Visit the Web site of one of the marketing research firms listed in Table 1. Write a report on the types of marketing research conducted by this firm. Classify this firm based on the scheme presented in Figure 7.
15. Who are the stakeholders in marketing research?
14. Discuss the role of social media in conducting marketing research.
13. How is DSS different from MIS?
12. What is a marketing information system (MIS)?
11. What career opportunities are available in marketing research? Are you interested in pursuing such a career?Why or why not?
10. List five guidelines for selecting an external marketing research supplier.
9. What is the main difference between a full-service and a limited-service supplier?
8. What are syndicated services, and how do they help a firm conduct marketing research?
7. How would you classify marketing research suppliers?
6. Discuss the role of marketing research in gathering competitive intelligence.
5. What decisions do marketing managers make? How does marketing research help them to make these decisions?
4. Describe the task of marketing research and illustrate with an example.
3. Describe the steps in the marketing research process.
2. Describe a classification of marketing research and give examples.
1. Define marketing research. What are some of the noteworthy aspects of this definition?
2. Discuss how the marketing management decision action that you recommend to Marcello Bottoli is influenced by the research that you suggested earlier and by the findings of that research.
1. Marcello Bottoli’s aggressive marketing strategy should be built around (check as many as are applicable):a. New product developmentb. Price discountsc. International marketingd. Distribution through flagship storese. All of the above
2. Discuss the role of the type of research you recommend in enabling Marcello Bottoli to increase the market share of Samsonite.
1. What type of marketing research should Samsonite undertake? (Check as many as are applicable.)a. Product researchb. Pricing researchc. Promotion researchd. Distribution researche. All of the above
2. Discuss the client’s marketing organization and operations.
1. Give a background of the client organization.
1. Discuss the ethical issues involved in researching consumer preferences for Italian sausages.
1. Discuss how Saxonville Sausage can make use of social media to obtain relevant information on consumers’ values, beliefs, attitudes, and preferences for Italian sausages.
1. If marketing research to determine consumer preferences for Italian Sausages was to be conducted in Italy, how would the research process differ?
1. Prepare a 10-minute presentation for Saxonville Sausage using no more than 10 PowerPoint slides.
1. What charts and graphs would you use in preparing a report for Saxonville Sausage?
According to Saxonville Sausage’s Laura Bishop, director of market research, easy to do, family-pleasing, quality, price, texture, and aroma are all independent variables that affect the preference for an Italian sausage brand. Assume that in a survey of Italian sausage brands, each of the
1. How would you conduct the training and supervision of the field-workers for the quantitative testing (step four)?
1. How should the sample size be determined for the survey?
1. What sampling plan should be adopted for the quantitative testing (step four) survey?
1. Develop Likert, semantic differential, and Stapel scales for measuring consumer preferences for Italian sausage.
1. What type of syndicated data will be useful to Saxonville Sausage?
1. What type of internal secondary data was used by Saxonville Sausage?
1. Use the Internet to determine the market (dollars sales) of Italian and other sausages for the last calendar year.
1. What type of research design was adopted? What information was obtained?
1. Develop two research questions, each with an associated hypothesis.
1. Define the management-decision problem facing Saxonville Sausage.
1. Discuss the ethical issues involved in researching consumer preferences for pre scription weight-loss drugs.
1. Discuss how CSP can make use of social media to gain an understanding of how consumers view prescription weight-loss drugs.
1. If marketing research to determine consumer preferences for prescription weight-loss drugs was to be conducted in Southeast Asia, how would the research process differ?
1. Prepare a 10-minute presentation for CSP using no more than 10 PowerPoint slides.
1. What charts and graphs would you use in preparing a report for CSP?
1. What is your recommendation to CSP?
1. Based on the information given in the case, what should be the target market for Metabical?
1. How would you conduct the training and supervision of the field-workers for the survey?
1. How should the sample size be determined for the survey?
1. What was the sample size used in the survey (Exhibit 2)?Do you think this sample size was adequate?
1. What sampling plan should be adopted for the survey(Exhibit 2)?
1. What type of syndicated data will be useful to CSP?
1. What type of internal secondary data will be useful to CSP?
1. Search the Internet to determine the percentage of U.S. adults who are overweight (25 Ç BMI 40) in the last calendar year. What was the U.S. adult population in the last calendar year? Thus, you are updating the first table of Exhibit 1.
1. What type of research design was adopted as reported in the section titled “Market Research” (pages 4 and 5 of the case)?
1. Develop two research questions, each with an associated hypothesis.
1. Define the management-decision problem facing CSP.
1. Discuss the ethical issues involved in researching consumer preferences for refrigerated pizza.
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