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marketing research essentials
Marketing Research 4th Edition William Zikmund, Steven D Alessandro, Ben Lowe, Hume Winzar, Barry J. Babin. - Solutions
Suppose a researcher has one nominal-scaled variable with two categories (e.g., gender) and one ordinal-scaled variable (e.g., preference ranking for car models) and wishes to use a t-test. Is this appropriate? What other options does the researcher have?
To better understand the characteristics of potential adopters of a new product the characteristics of adopters and nonadopters were compared based on a small survey.Adopters non-adopters Average income $48 271$33 783 Attitudes towards healthy food consumption 6.1 4.3 Readiness to adopt new
A sales force (n 5 67) received some management-byobjectives training. Are the before/after mean scores for salespeople’s job performance statistically significant at the 0.05 level?Skill Before After t Planning ability 4.84 5.43 4.88 Territory coverage 5.24 5.51 1.89 Activity reporting 5.37 5.42
Given the following data, is there a difference between means?Sample 1 Sample 2 Sample mean (X) 4.8 5.4 Sample variance (S2) 1.1 1.3 Sample size (n) 34 38 How about if the standard deviation changes as in the table below? What does this mean?Sample 1 Sample 2 Sample mean (X) 4.8 5.4 Sample variance
Marketing managers can present consumers with many different sales promotions to stimulate consumption. One kind of sales promotion is a ‘BOGOF’ or buy-one-get-onefree. Another type is a larger package size (for example, a 1-litre bottle of clothes washing detergent might get turned into a
Test to see if there is a difference in mean intentions to conserve water depending on whether or not the individual had been exposed to a social marketing campaign designed to reduce water consumption.Those exposed to the social marketing campaign Those not exposed to the social marketing campaign
What tests of difference are appropriate in the following situations?a A manager wishes to see if a new service training program has increased service quality perceptions by measuring service quality before and after the training program on the same sample of customers.b Advertising and brand
The team wants to understand the bill shock variable in particular. How would David, Leanne and Steve go about estimating a confidence interval around its mean and in what ways might this be useful?
Develop some hypotheses that could subsequently be explored.
Describe some initial descriptive statistics that might be useful to get a better feel for the data and the variables that might be explored.
Suppose a score of 3.9 out of 5 was found and the panel’s objectives were to maintain a score of at least 4 out of 5.A bureaucrat sees this and decides satisfaction is below what it should be. What would you say to them?
Is a sample size of 830 sufficient to conclude about levels of client satisfaction?
How would you know if the panel was achieving its objectives in terms of customer satisfaction?
Describe a procedure for statistically evaluating the panel’s satisfaction scores.
Specifically, access the data and perform the following tests(which you may have already done based on your answers to the above). What do the results tell us?a Run Chi-square tests to determine if awareness (based on Q2 and Q3) is evenly distributed.b Run one-sample t-tests to determine if support
What test(s) would you run to test your hypotheses?
Specify some hypotheses that you might want to test to ascertain (i) the degree to which residents were aware of the application for gaming machines, and (ii) whether or not residents support the proposed development going ahead.
From the MarketingCentral website open up the data file‘water.xlsx’ or ‘water.sav’, depending on whether you prefer to do the analysis in Excel or SPSS (Note: this is hypothetical data based around a real study.) Are attitudes, social norms, perceived behavioural control and intentions
Are there any hypotheses that you might generate? If so specify what they would be in relation to the proposal.
Specifically, how might you summarise the key data (e.g., attitudes, intentions, perceived behavioural control and social norms) to get an overview of what residents are saying?
Outline a proposed study to find the answers to these questions.Specify the kinds of things you ought to measure and how you would collect the data to help you answer these questions.
Suppose an entrepreneur is interested in judging how his new product, curry kits, will be taken up in the marketplace.The entrepreneur selects a random sample of 98 people and finds that 62 people would try the new curry kit. Assume that there must be at least 70 people who will try the curry kit.
Suppose a researcher is interested in measuring residents’attitudes towards the establishment of a new local tavern with 40 gaming machines. Based on a series of questions, it was established that the sample’s attitude towards the venue being established with the gaming machines was 2.24 on a
The following is a summary of typical types of data that might be received from a questionnaire to discover the local population’s agreement and disagreement with the success of new neighbourhood initiatives designed to enhance wellbeing.Determine a statistical hypothesis and perform a Chi-square
Refer to the Tasty Tacos x2 data on page 429. What statistical decisions could be made if the 0.01 significance level were selected rather than the 0.05 level?
were: favour (30), oppose (15) and indifferent (25).Perform a Chi-square test based on these observed responses and the expected frequencies provided in Question 22.
Suppose the observed responses to the proposed survey in Question
A researcher plans to ask employees whether they favour, oppose or are indifferent about a change in the company’s superannuation provider. Formulate a null hypothesis for a Chi-square test, and determine the expected frequency for each answer.
The answers to a researcher’s question will be nominally scaled.What statistical test is appropriate for comparing the sample data with hypothesised population data?
How does the t-distribution differ from the Z-distribution?
If the data in Question 18 had been generated with a sample of 25(n 5 25), in theory what statistical test would be appropriate?
Assume you have the following data: H0: m 5 2450, S 5 400, n 5 100 and X 5 2300. Conduct a hypothesis test at the 0.01 significance level.
Assume you have the following data: H0: m 5 6.0, S 5 1.2, n 5 48 and X 5 5.5. Conduct a one-sample t-test at the 0.05 significance level to see if the sample mean of 5.5 is different from the population mean of 6.0.
A market research company and a television network are trying to see if seriously short breaks (shorter, more concise advertisement breaks) are more effective in generating recall(measured as percentage of customers recalling the ad) and liking for the advertised products and services (measured on
Distinguish between a Type I and Type II error. (Hint: you may wish to illustrate using a judge’s guilty/not guilty verdict to help you.)
Suppose a fast-food restaurant wishes to estimate average sales volume for a new menu item. The restaurant has analysed the sales of the item at a similar outlet and observed the following results:X 5 500 (mean daily sales)S 5 100 (standard deviation of sample)n 5 25 (sample size).The restaurant
to 25?
What would happen to the sampling distribution of the mean if we increased sample size from
indicates high levels of service quality) was 5.8 (mean) and the standard deviation was 1.7. However, in the New South Wales region average service quality was 5.3 (mean), with a standard deviation of 3.3. What do these statistics tell us about these two sales regions and their levels of customer
indicates low levels of service quality and
For a national retail chain an analyst noticed that in the Victorian region average service quality, on a 7-point scale(where
Why do we need to determine the level of dispersion? (Hint:draw three distributions that have the same mean value but different standard deviation values. Draw three distributions that have the same standard deviation value but different mean values.) Why might a standard deviation be useful in
Calculate the standard deviation for the data in Question 3.
Describe in your own words the purpose of a standard deviation. Why is a standard deviation preferable to the average deviation when measuring dispersion?
For the following situations select whether the mean, median or mode is the most appropriate measure of central tendency.a Average customer satisfaction (based on a 1 to 7 Likert scale) among your target segment of customers.b Average yearly sales (based on $000s per annum) for the eight members of
Number of tackles and goals for AFL clubs in the 2015 season are shown in the table below, obtained from http://www.afl.com.au/stats.TABLE 12.10» AFL 2015 TEAM STATISTICS ON TACKLES AND GOALS Club Tackles Goals Adelaide Crows 1004 220 Brisbane Lions 1086 156 Carlton 970 170 Collingwood 1233 223
In your own words define and explain the terms ‘central tendency’ and ‘measures of dispersion’. For each measure of central tendency and dispersion given an example of a situation where each is most appropriate.
Does this questionnaire need editing? Explain why or why not.
A researcher investigated attitudes towards her company and noticed that one individual answered all image questions
A researcher asks you to help build a coding scheme for types(not brands) of coffee found in supermarkets. These might be regular, instant or decaffeinated. About how many codes might be needed?
A frequently asked question on campus is: ‘What is your major?’Suppose you wished to develop a coding scheme for this question. What would your scheme look like? How do you deal with people who are taking a double major?
Comment on the coding scheme for the following question:‘In which of these groups did your total family income, from all sources, fall last financial year before taxes? Just tell me the code number.’ (Refer to the table.)Response Code Under $9999 01$10000 to $14999 02$15000 to $24999 03$25000
What are the potential meanings of ‘don’t know’ responses in a political poll to evaluate two candidates for a city’s lord mayor?
Suppose respondents in a political survey were asked if they favoured or opposed the Agricultural Trade Act. Edit the following open-ended answers:a I don’t know what it is, so I’ll oppose it.b Favourable, though I don’t really know what it is.c You caught me on that. I don’t know, but from
Design the sample for a personal, in-home interview. Design a suitable sample procedure for the Australian Taxation Office, explaining your reasons.
How would you determine the appropriate sample size?
Is a single survey appropriate for this study? What research techniques are appropriate for each question?
Suggest ways in which the sampling process could be improved.
Are there any members of the population who are not represented in the study, who should be? Are there any members of the population who are represented in the study who should not be?
How would you respond if someone representing the state government phoned to ask you about your health habits? How would members of your family respond?
Random digit dialling has been used from the inception of this annual study. Is it still appropriate today? What alternatives are there? If a new contact/interview method were used, how could this affect comparisons with previous years’ results?
A researcher wants to learn the extent of cheating at his university. Design a step-by-step protocol for using SMS to recruit respondents using a referral chain method.
One sampling service obtained its listing of households with children from an ice-cream retailer who gave away free icecream cones on children’s birthdays. (The children filled out cards with their names, addresses and birthdays, which the retailer then sold to the mailing list company. You may
Suppose you are a political analyst and wish to be very confident that you will predict the outcome of an extremely close federal election. What should the sample size be for your poll? Are there any problems involved in determining the sample size for this election?
To understand how sample size is conceptually related to random sampling error, costs and non-sampling errors, graph these relationships.
Outline the step-by-step procedure you would use to select the following:a a simple random sample of 150 students at your university b a quota sample of 50 light consumers and 50 heavy consumers of chocolate in a shopping mall intercept study c a stratified sample of 50 mechanical engineers, 40
Marketers often are particularly interested in the subset of a market that contributes most to sales (for example, frequent fast-food buyers or large-volume retailers). What type of sampling might be best to use with such a subset? Why?
What geographic units within a metropolitan area are useful for sampling?
What are the benefits of stratified sampling? Contrast stratified sampling with quota sampling.
In a research report, suppose a researcher states that they‘randomly’ stopped passers-by in a shopping centre to get responses for their survey. Explain why this process is not truly random.
A telephone interviewer asks: ‘I would like to ask you about your preference for televisions. Which of the following televisions do you own: Panasonic, Sony, Samsung or other?’ After the respondent replies, the interviewer says, ‘We have conducted a large number of surveys with people who
When would a researcher use a judgement, or purposive, sample?
minutes of your time. Take the survey now!’
Comment on the following sampling designs:a A university gym and sports centre interested in new members prints a questionnaire in the local newspaper.Readers return the questionnaires by mail.b A department store that wishes to examine whether it is losing or gaining customers draws a sample from
In what situations is a census more appropriate than sampling?
Describe possible sampling frames for these target populations:a licensed plumbers b practitioners of martial arts (karate, aikido, tae kwon do, etc.)c dog breeders d owners of large motorcycles e home handymen and women f businesses owned by Indian migrants g men over 1.8 metres tall
If you decide whether you want to see a new film or television program on the basis of the ‘coming attractions’ or television commercial previews, are you using a sampling technique? A scientific sampling technique?
Find someone who speaks Chinese and have him or her back translate the questions that appear in Exhibit 9.11. Are these Chinese questions adequate?
What is the typical process for developing questionnaires for markets where consumers speak a different language?
How do you think more accurate responses are to be collected by the ABS in the future?
Why did you think that respondents have answered the question about religion in the Australian Census in this particular way?
What type of branching might be useful in a survey of this type?
How many questionnaire items would be needed if David, Steve and Leanne moved forward as suggested?
What might be an alternative approach?
Should David, Leanne and Steve do exactly what the client has asked for or risk losing the business from AusBargain?
A public figure who supports cost cutting in government asks the following question in a survey: ‘Do you support the Australian Senate having the power to eliminate waste in government?’ Is this question ethical?
A lobbying organisation designs a short questionnaire about its political position. It also includes a membership solicitation with the questionnaire. Is this approach ethical?
A client tells a researcher that she wants a questionnaire that evaluates the importance of 30 product characteristics and rates her brand and 10 competing brands on these characteristics. The researcher believes that this questionnaire will induce respondent fatigue because it will be far too
Provide an example when a filter question is needed to implement the survey.
Define pretesting. Pretests cost time and money. How might a researcher decide if further pretesting is necessary?
The Apple assistance centre exists to solve problems for its users of MacBook, iPhone and iPad products. Develop a text message questionnaire that assesses users’ satisfaction with the Apple assistance centre.
It has been said that surveys show that consumers hate advertising, but like specific ads. Comment.
Evaluate the layout of the filter question that follows:Are you employed either full time or part time?Mark (x) one. ❏ Yes ❏ No If yes: How many hours per week are you usually employed? Mark (x) one.❏ Less than 35❏ 35 or more What is the postcode at your usual place of work?
What are some good guidelines for avoiding common mistakes in writing questionnaire items?
Design one or more open-ended response questions to measure reactions to a magazine ad for a new MBA degree.
What is the difference between a leading question and a loaded question?
How might the wording of a question about income influence respondents’ answers?
Comment . 4 The following question was asked of a sample of television viewers:We are going to ask you to classify the type of fan you consider yourself to be for different sports and sports programs.• Diehard fan: Watch games, follow up on scores and sports news multiple times a day.• Avid
Evaluate and comment on the following questions, taken from several questionnaires:a A university computer centre survey on SPSS usage:How often do you use Excel software? Please check one.Infrequently (once a semester)Occasionally (once a month)Frequently (once a week)All the time (daily)b A
What potential flaw might have existed in the Roy Morgan survey discussed in the opening vignette of this chapter?
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