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business
marketing research essentials
Basic Marketing Research: Leeds University Business School 4th Edition Malhotra, Naresh K - Solutions
1. If marketing research to determine consumer preferences for refrigerated pizza was to be conducted in Latin America, how would the research process differ?
1. Prepare a 10-minute presentation for TruEarth using no more than 10 PowerPoint slides.
1. What charts and graphs would you use in preparing a report for TruEarth?
1. What is your recommendation to TruEarth? Should the company launch the pizza?
1. How do you interpret Exhibits 9 and 10 to evaluate interest in pizza?
1. How do the pizza concept test results (Exhibits 7 and 8) compare with the findings for pasta (Exhibits 3 and 4)?
1. What can TruEarth learn about how consumers view pizza from Exhibit 6?
1. How would you conduct the training and supervision of the field-workers for the mall-intercept survey?
1. What was the sample size used in the mall-intercept survey? Do you think this sample size was adequate?
1. What sampling plan was adopted for the mall-intercept survey?How could this sampling plan be improved?
1. What type of syndicated data will be useful to TruEarth?
1. What type of internal secondary data will be useful to TruEarth?
1. What type of research design was adopted in determining consumer purchase intent for the new refrigerated pizza?
1. Develop two research questions, each with an associated hypothesis.
1. Define the management-decision problem facing TruEarth Healthy Foods with respect to refrigerated pizza.
I’m going to read to you a list of income categories. Please stop me when I get to the category that best describes the total combined household income before taxes of all members of your household.a. Under $25,000b. $25,000 to less than $40,000c. $40,000 to less than $50,000d. $50,000 to less
1. How many people in your household contribute their income to the household?a. 0b. 1c. 2d. 3 or moree. Don’t know/refused
1. In what year were you born?a. __________b. Refused
1. How many jobs have you had in the past 5 years?a. 0b. 1c. 2d. 3e. 4f. 5 g. 6 to 9 h. 10 or more i. Don’t know/refused
1. Do you plan to change jobs in the next 5 years?a. Yesb. Noc. Don’t know/refused
1. How long have you been working in your current position?a. Less than 1 yearb. 1 to less than 5 yearsc. 5 to less than 10 yearsd. 10 to less than 20 yearse. 20 to less than 30 yearsf. 30 years or more g. Don’t know/refused
1. How many children under the age of 6 are currently living at home with you?a. Under age 6 __________
1. Do you consider yourself to be of Hispanic origin?a. Yesb. Noc. Don’t know/refused D
1. How would you classify yourself?a. American Indian or Alaskan Nativeb. Asianc. Black or African Americand. Whitee. Other [specify: __________ ]f. Don’t know/refused
1. What is your current marital status?a. Singleb. Marriedc. Living with someone as if marriedd. Separatede. Divorcedf. Widowed g. Don’t know/refused
1. What is the highest level of education you have completed?a. Some high school or lessb. High school graduatec. Some colleged. College graduatee. Post-graduate degreef. Don’t know/refused
1. What do McNerney and his staff need to know about business-to-business salesperson loyalty? Create a one-page, single-spaced summary of these results.
1. Conduct a multiple regression using the loyalty to the place of work (original question 3) as the dependent variable. The five independent variables will be the five items of question 2 that exhibited the greatest difference in the t-tests Interpret the results.
1. What is the correlation between the two original loyalty measures of questions 3 and 4? What can be said of the causal relationship between the two original measures of loyalty?
1. Do salespeople who exhibit low or high loyalty to a place of work (recoded question 3) differ in terms of each of the items of question 1 (a through h)?
1. Run a frequency distribution including descriptive statistics for all the variables. Interpret the results.
1. Develop a codebook for questions D1 to D12 of the questionnaire for this case.
1. Carry out consistency checks for the data file for this case. Do you identify any problems with the data?
1. This case made use of telephone surveys. How would you customize the fieldwork process mentioned in the book to the case of telephone interviews?
1. Describe the sampling plan adopted in this case. Do you think it is appropriate?
1. What type of internal database will help Boeing in forecasting the demand for new planes by its customers?
1. Search the Internet to determine the total number of passengers that traveled by air in the past year.
1. Search the Internet to determine the demand by a major airline for new planes in the next 5 years.
1. Do you think that the research design adopted by TNS was appropriate? Why or why not?
1. Develop two research questions with two hypotheses corresponding to each.
1. Define the corresponding marketing research problem.
1. McNerney wants the 787 Dreamliner to be a strong success.Define the management-decision problem.
1. Discuss the role that marketing research can play in enabling strong sales for the 787 Dreamliner.
1. Which of the following best describes your employment status? (CHOOSE ONE RESPONSE ONLY.)1 Full-time 2 Part-time 3 Retired 4 Student 5 Homemaker 6 Unemployed
1. Do the restaurant ratings (q9_1, q9_7, q9_26, q9_36, q9_39)differ for the various demographic characteristics (some recoded): age (S1), gender (S2), payment method (D1), number of people living at home (D3A), education (D5), income (D6), employment (D7), marital status (D8), and region?
1. Do the ratings on the psychographic statements (q14_1, q14_2, q14_3, q14_4, q14_5, q14_6, and q14_7) differ for males and females?
1. Cross-tabulate fast-food consumption classification (recoded S3A)with the demographic characteristics (some recoded): age (S1), gender (S2), payment method (D1), number of people living at home (D3A), education (D5), income (D6), employment (D7), marital status (D8), and region. Interpret the
1. Run a frequency distribution for all variables except respondent ID (responid). Why is this analysis useful?
1. Recode employment status (D7) by combining homemaker, retired, and unemployed into a single category.
1. Recode number of people living at home (D3A) as follows: for adults age 18+, four or more should be combined into one category labeled 4+; for each of the three remaining age groups(under 5, 6–11, and 12–17), two or more should be combined into a single category labeled 2+.
1. How should the field-workers be selected and trained to conduct the fieldwork for the survey?
1. What sampling plan should be adopted for the survey? How should the sample size be determined?
1. Discuss the role of experimentation in helping McDonald’s determine its optimal level of advertising expenditures.
1. Discuss the role of qualitative research in helping McDonald’s expand further in the United States.
1. What type of syndicated data will be useful to McDonald’s?
1. Use the Internet to determine the market shares of the major national fast-food chains for the last calendar year.
1. Formulate an appropriate research design for investigating the marketing research problem you have defined.
1. McDonald’s is considering further expansion in the United States.Define the management-decision problem.
1. How should the executive group, along with Kimmel, evaluate the marketing research report? How will the findings of marketing research help them make decisions about changing the brand logo?
1. If you were the supervisor in charge of mall-intercept interviewing, what challenges would you face in training the interviewers?
1. What should be the sample size and how it should be determined?
1. If mall-intercept interviews are to be conducted to determine consumers’ preferences for ice cream brands, design a suitable sampling process.
1. After showing the respondent the old and the new logos, the following question is asked: “Do you like the new logo better than the old logo?” Critically evaluate the wording of this question.
1. Discuss the role of measurement and scaling in assessing the consumer response to the old and new logos. Which scaling technique(s) would you recommend and why?
1. Can an experiment be conducted to address the issue of changing the brand logo? If yes, what experimental design would you recommend and why?
1. Do you think that Kimmel should commission a survey in this case?If yes, which survey method would you recommend and why?
1. Discuss the role of qualitative research in gaining a better understanding of the influence of the brand image on consumer selection of an ice cream brand.
1. What kind of secondary and syndicated data would be helpful in addressing the issue of changing the brand logo? What is the role played by such data?
1. If Kimmel decides to conduct a study to address the marketing research problem, what research design should be adopted?Relate the different phases of the research design to specific aspects of the marketing research problem.
1. What specific research question and hypothesis are suggested in this case?
1. Define the management-decision problem confronting the Baskin-Robbins executive group, along with Kimmel, and a corresponding marketing research problem and show the linkages between the two.
1. What is the role of marketing research in deciding whether to change the logo in this case?
1. If we take this line of reasoning seriously, the implications for many other firms seeking to define the marketing research problem related to rebranding are __________.(What consequences are likely to follow if people take the brand team’s reasoning seriously and apply them to other firms?)
1. The main inferences/conclusions in this case pertaining to problem definition are __________.(Identify the key conclusions implied by the case.)
1. The series of marketing research problem statements can be put into context by comparing each to __________.(Place the marketing research problem statements into other readily understood contexts.)
1. The most important understanding about Baskin-Robbins as an organization that led the firm to consider a new logo as part of problem definition was __________.(Identify the facts, observations, and/or data Kimmel and his team are using to support their conclusions. Be quantitative.)
1. The methods used by Kimmel and his team to identify the marketing research problem were __________.(Describe the general approach used and include details that assist in evaluating the quality of the results.)
1. The key questions the Baskin-Robbins brand team is addressing are __________.(Identify the key questions in the minds of the case protagonists.)
1. The main purpose of the Baskin-Robbins study was __________.(State as accurately as possible their reason for doing the study.)
1. Baskin-Robbins Brand Officer Ken Kimmel felt it was important to conduct this study because __________.(State the relevant background information for justification.)
1. Illustrate the application of correlation and regression to social media.
1. Explain the meaning of partial regression coefficients.
1. Discuss how multiple regression differs from bivariate regression.
1. Understand the nature and methods of bivariate regression analysis, and how the general model can be described.
1. Discuss the ethical issues related to the interpretation and reporting of the research process and findings.
1. Describe how social media facilitate and enhance report preparation and presentation.
1. Explain how the report preparation and presentation process differs in international marketing research.
1. Describe how an oral presentation should be made and some of the principles involved.
1. Explain the guidelines available for writing a report that includes graphs and tables.
1. Illustrate the application of hypothesis testing to social media.
1. Explain the analysis of variance procedure for testing a hypothesis related to more than two samples.
1. Discuss how to test a hypothesis for paired samples.
1. Explain how to test the hypothesis related to one sample.
1. Illustrate the application of basic data analysis to social media.
1. Describe the computer programs available for conducting frequency and cross-tabulation analyses.
1. Discuss the other statistics used to test association between two variables and when they are used.
1. Understand how the chi-square statistic is calculated and the purpose for which it is used.
1. Discuss how cross-tabulation analysis should be conducted and the associated statistics.
1. Describe the general procedure for hypothesis testing and the steps involved.
1. Explain what is meant by frequency counts and what measures are associated with such an analysis.
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