Smarketing 1st Edition Timothy Hughes; Adam Gray; Hugo Whicher - Solutions

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1. Discuss the ethical issues involved in sampling design.
1. Describe how the representativeness of social media samples can be improved.
1. Explain how sampling techniques are used in international marketing research.
1. Understand how online samples should be selected.
1. Describe the conditions that favor the use of nonprobability sampling versus probability sampling.
1. Explain the various probability sampling techniques and when they are used.
1. Discuss the various nonprobability sampling techniques and when they are used.
1. Explain the steps involved in the sampling design process.
1. Discuss sample-size determination in social media research.
1. Explain why it is difficult to statistically determine the sample size in international marketing research.
1. Understand how the sample size should be adjusted to account for incidence and completion rates.
1. Describe how the sampling distribution, statistical inference, and standard error are relevant to sampling.
1. Discus the ethical issues involved in fieldwork.
1. Explain fieldwork in relation to social media.
1. Understand how fieldwork should be conducted in international marketing research.
1. Discuss how field-workers should be evaluated.
1. Describe how the field-workers should be supervised to enhance their effectiveness and efficiency.
1. Explain how field-workers should be trained in different aspects of interviewing.
1. Discuss the ethical issues that are important in data preparation and analysis.
1. Describe text coding and categorization and other aspects of data preparation in social media research.
1. Explain how data collected in international marketing research projects should be prepared.
1. Understand how researchers select the appropriate data-analysis strategy.
1. Discuss the methods that are available for cleaning the data and treating missing responses.
1. Explain questionnaire checking and editing.
1. Discuss the ethical issues involved in developing noncomparative scales.
1. Describe the implementation of noncomparative scaling in social media.
1. Discuss the evaluation of scales, and the relationship between reliability and validity.
1. Describe the decisions involved in constructing itemized rating scales, and the options that should be considered.
1. Explain the differences among Likert, semantic differential, and Stapel scales.
1. Describe the ethical issues involved in selecting scales of measurement.
1. Explain how social media can be used to implement measurement and scaling.
1. Explain how measurement and scaling relate to the various steps of the marketing research process.
1. Understand how scaling techniques are classified, and the various comparative scaling techniques.
1. Discuss the primary scales of measurement, and how they differ.
1. Describe the basic scale characteristics and how they relate to the levels of measurement.
1. Describe how social media facilitate causal research.
1. Explain test marketing, and how it involves experimentation.
1. Understand the two types of validity, internal and external, and how they differ.
1. Discuss the conditions for causality, and whether a causal relationship can be demonstrated conclusively.
1. Describe the ethical issues involved in conducting survey and observation research.
1. Explain how social media can be used to implement survey and observation methods.
1. Understand how survey and observation methods can be implemented in an international setting.
1. Discuss the relative advantages and disadvantages of observational methods as compared to survey methods.
1. Explain how survey response rates can be improved.
1. Discuss the use of social media in obtaining and analyzing qualitative data.
1. Understand the considerations involved in conducting qualitative research in an international setting.
1. Discuss the applications of depth interviews and their advantages and disadvantages.
1. Discuss depth interview techniques in detail.
1. Explain how focus groups are used, and their advantages and disadvantages.
1. Describe focus groups in detail, with emphasis on planning and conducting focus groups.
1. Identify the ethical issues involved in the use of syndicated data.
1. Discuss how social media can enhance the usefulness of syndicated data.
1. Describe what syndicated data are available for conducting international marketing research.
1. Explain why multiple sources of secondary data should be used and what is meant by single-source data.
1. Understand how syndicated data are collected from institutions.
1. Discuss the major methods of obtaining syndicated data from households/consumers.
1. Describe how syndicated data are classified.
1. Discuss social media as a valuable source of secondary data.
1. Identify and evaluate the sources of secondary data useful in international marketing research.
1. Identify the different sources of secondary data and classify them as internal or external.
1. Evaluate secondary data using specifications, error, currency, objectives, nature, and dependability criteria.
1. Understand the ethical issues and conflicts that arise in formulating a research design.
1. Discuss how the analysis of social media content can facilitate the research design process.
1. Explain research design formulation in international marketing research.
1. Discuss managerial aspects of coordinating research projects, particularly budgeting and scheduling.
1. Describe the major sources of errors in a research design, including random sampling and nonsampling errors.
1. Compare and contrast the basic research designs:exploratory, descriptive, and causal.
1. Understand the ethical issues and conflicts that arise in defining the problem and developing the approach.
1. Clarify the distinction between the management-decision problem and the marketing research problem.
1. Gain an understanding of the ethical aspects of marketing research and the responsibilities each of the marketing research stakeholders have to themselves, one another, and the research.
1. Describe the use of social media as a domain to conduct marketing research.
1. Acquire an appreciation of the international dimension and the complexity involved in international marketing research.
1. Describe careers available in marketing research and the backgrounds and skills needed to succeed in them.
1. Explain how the decision to conduct marketing research is made.
1. Discuss the role of marketing research in gathering competitive intelligence.
1. Describe a framework for conducting marketing research as well as the six steps of the marketing research process.
Track leads by campaign – which efforts successfully drive traffic, leads and customers?
What are the changes in our operating procedure that will affect the customer?
Which are the key areas of the engagement to transform?
What is the outcome for the customer?
Please write, blog and share your experiences so that everybody around the world can learn from your experiences. Please help us change the world to a Smarketing world!
Within your support group have a call every six to eight weeks to share experiences and agree next actions. What can you learn from each other, regardless of business or industry?
If there are other people in your organization that are part of this project, then please recommend they buy a copy of the book and then create a support group. If you don’t have a support group, contact us and we will put you in touch with other readers around the world. We are creating a global
Write on a sheet of paper your single next action and tweet us, either as a selfie or take a photograph of the sheet – @timothy_ hughes @agsocialmedia and @HugoW_Oracle.
Write a letter to your future self that you will open in nine months.In this letter, itemize what you will achieve in your Smarketing programme, visualize where you want to be in nine months and write it down.
Do you have the right processes in place to make sure ABM doesn’t turn into a free-for-all?
Are you engaged with the right stakeholders across the business?
If you are already using ABM where are you in your implementation cycle?
Would getting wider and deeper in accounts or using ABM as a way to keep existing accounts be a useful strategy?
Would ABM be applicable in your company?
Which meetings will people from the old world of sales and marketing be involved in? Obviously, not everybody can still go to each other’s meetings, but maybe you want representatives in attendance?
With the process change you are thinking about, will you make an investment in any new software? If so, what?
If you don’t have sales enablement (Smarketing enablement) is it time to invest in a person, a team or teams of people who can support your marketing and sales team in this process shift?
Have you thought about adequate training for employees on any new tool you may deploy? Training should cover people, process and the new tool.
Are you able to measure the amount of inbound you are getting?Can you measure the number of (additional) leads and meetings you are acquiring through Smarketing? (We asked earlier if your CRM was still fit for purpose.)
If sales and marketing are going to share the forecast, are people aligned and ready to understand where different teams have responsibility? For example, you wouldn’t expect sales to manage everything from an MQL/MQA. People also need to understand that certain ratios, for example win/loss,
The last thing you need is figures not agreeing; have you created time in the project for testing and making sure figures in different systems reconcile?
While the Smarketing programme should not impact on the forecast process, people may apportion blame for any dip in the forecast that occurs, maybe from outside circumstances, changes in process or just from working on better data. Are you aligned to support this in terms of process and politics?
Is your CRM system still fit for purpose? Assuming it is, do you have the relevant reports to support this programme covering sales, marketing and operations? If not then do you need to gather user requirements?
Are you reliant on other people’s departments to write the reports needed or will you be able to justify your own PMO (project management office)?

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Smarketing 1st Edition Timothy Hughes; Adam Gray; Hugo Whicher - Solutions

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