Questions and Answers of Marketing Research

Why is a sample more desirable than a census? What are some of the reasons for taking a sample?
How can the challenges of sampling for Internet surveys be addressed?
What is the confidence interval formula for calculating sample size? Describe all the elements of the formula.
Dabur wants to conduct a nationwide quantitative study to map the usage of almond oil. However, the variability is unknown to the manager, who wishes to calculate the sample size that she might need
How can sample size and the cost of data collection be balanced?
What is a worst-case variability?
What is a small population? What is a finite multiplier in the context of a small population?
How can sampling error be controlled?
What is a data code book?
Why is data quality a concern for a researcher while working with a panel company?
Why is inspecting raw data important?
Your business has started using a new market research company that charges roughly 30% lower than the more established company you were using in the past. The research results appear to be markedly
Located in Tokyo, Japan, Sony Mobile Communications is a prominent competitor in the worldwide electronics equipment market. Because of stagnant sales in its ultra HD TVs, that division has decided
Explain any four types of statistical analysis and their underlying statistical concepts. Describe how each of them has a unique role in the data analysis process.
In addition to the Auto Concepts survey, Cory Rogers of CMG Research was working with Jeff Dean, who believed that there was an opportunity to build an upscale restaurant, possibly to be called L’
Cory Rogers of CMG Research was happy to call Nick Thomas to inform him that Auto Concepts survey data were collected and ready for analysis. Of course, Cory had other marketing research projects and
What is meant by the statistical significance of differences? How does this notion underpin marketing research?
Do association analysis and the correlation coefficient explicitly assume a cause-and-effect relationship? State the reasons for your answer.
What must be determined before using correlation? Why is it essential?
What is a general conceptual model? With respect to multiple regression analysis, in what ways can a The general conceptual model helps marketing researchers and managers?
Jeff Dean, the aspiring restaurant owner, was a very happy camper. He had learned that his dream of L’Experience Félicité Restaurant could be a reality. Through the research conducted under Cory
How can videos be utilized in marketing research reports?
Cory Rogers is ready to write the first draft of the final report for Auto Concepts. Nick Thomas of Auto Concepts has told Cory that ZEN Motors has its marketing research department and that
Cory Rogers of CMG Research completes the report for Auto Concepts and decides to make some PowerPoint slides to use in his presentation of the findings. Working in Microsoft Word, he writes a title
Refer back to Marketing Research Insight 5. 4 . Would Jacksonville, Florida, actually meets the criterion to be a test market. Cite the information on which you base your decision.MARKETING RESEARCH
Why do sample surveys have predetermined margins of error?
A newly established noodle house has suffered low sales lately. The owner of the noodle house wants to research to collect information that will help him solve the problem at hand and design a
Nan-Clean is a newly developed cleaning liquid for milk bottles that uses special enzymes to remove dirt effectively. Nan-Clean has been positioned as a product that is made of natural ingredients
Active-Ingredients is a company supplying baking ingredients in major hypermarkets that are facing intense competition from many local and foreign brands. Active-Ingredients is thinking of using a
What is meant by CRM?
Tracking studies are offered by many market research companies, and several use sophisticated software systems to carry them out. Research the typical areas examined in a tracking study. What value
We used an example of going to the Esri Tapestry Segmentation website for an Active Learning exercise. Go to those instructions. Enter your residence ZIP code and describe the inhabitants in terms of
Social media monitoring involves actively gathering, organizing, and analyzing social media data to learn about brands, products, and services. Choose a well-known brand in your own country or region
How can companies use passive data collected from wearable technology?
Founded in 1998, Lululemon Athletica, the Canada-based maker of stylish, upscale workout clothes, had grown very quickly. A pioneer of the “athleisure” trend for women—that is, wearing casual
How is neuromarketing helpful in market research studies?
How does laddering as a technique help in qualitative research?
Why are projective techniques used? Name any three commonly used projective techniques.
What is facial coding? How would you present to a potential client the advantages of this technique?
This case was provided by Professor Daniel Purdy, Lecturer, and Professor Wendy Wilhelm, Professor of Marketing, both of Western Washington University. The College of Business at Western Washington
Recommend and justify the type of survey mode for the following cases:a. Super-Juice would like to test a fruit-based smoothie and a dairy-based smoothie.b. Super-Connection, a telecommunications
Nonresponse is a growing problem for marketing researchers. The problem is more prevalent in mail surveys, in which respondents are asked to fi ll out a questionnaire and return it by mail. The
Koharu Café, popular in the Kuala Lumpur city center, has been seeing a decline in the number of customers over the last three months. The manager understands that it is important to retain
Each of the following examples involves a market researchers need to measure some construct. Devise an appropriate scale for each one. In working out the scale, you are required to indicate its
Marks & Spencer (M&S) is a well-known multinational retailer that sells high-quality products in the clothing, food, and home products categories. They have set up retail outlets in a few prime
Using an Internet search engine of your choice, choose a computer-assisted questionnaire design platform such as SurveyMonkey® or SmartSurvey®.Sign up for their free trial plan, and familiarize
Comfort Vision (CV) has developed new weekly disposable contact lenses that can focus automatically, enable clear vision at any time of the day or night, and aid nearsightedness or farsightedness.
For the past five years, Extreme Exposure Rock Climbing The Center has enjoyed a monopoly. Located in Sacramento, California, Extreme Exposure is the dream of Kyle Anderson, a former extreme sports
Nick Thomas, CEO of Auto Concepts, has hired CMG Research to perform a survey. Cory Rogers, vice president of CMG Research, now feels he has a good grasp of the research objectives needed to conduct
How would you distinguish between product and market-driven orientation? Which approach is more likely to be influenced by market research and why?
Why must modern marketers collaborate and learn from their consumers? What has increased the opportunities for marketers to collaborate with them?
Go online and search for leading marketing research companies. Look through their websites and blog sections. Identify and give examples of some case studies of their work mentioned on the blog.
A business is planning to expand internationally. They intend to gradually replace the existing arrangements and set up new offices and channels with distributors in the international market. Suggest
Larry Anderson is the president of Anderson Construction. The firm had been in business for almost five years when the housing industry crashed with the Wall Street debacle of 2008. Although Anderson
Who are the buyers who purchase research information from suppliers?
What is common to most of the top-rated marketing research agencies in the world?
Why is employing qualified individuals a challenge for the marketing industry?
Is it ethical for retailers to use video cameras in their stores to study the behavior of their customers? Explain.
Most marketing industry codes of ethics are for self-regulation. What are the penalties that can be imposed in case these codes are breached?
Outline the marketing research code for maintaining research integrity.
Explain how market researchers can ensure that their research is in the interest of society.
Tim Colley and John Williams had not been in business long as Heritage Research Associates, a small marketing research firm they started in their hometown. They were barely making ends meet by taking
Use an example to illustrate that the steps in the marketing research process are not always taken in sequence.
In what respect do researchers act much like detectives?
Discuss how a researcher and a manager can foster a good working relationship in the process of defining the research problem and objectives.
Search the Internet for marketing research firms. Choose one of them. What is the range of services offered by it? What information does it require from potential clients to determine the costs and
Formulate a problem statement and research objectives for the following situations:a. A Chinese manufacturer wants to investigate whether or not Chinese nationals would be effing active sales
Use the Internet to look for templates and other aids that would help in creating a marketing research proposal. Analyze and assess five of them. In your view, are these standardized formats suitable
Golf Technologies, Inc. (GTI) relies on high-level scientific testing to design golf clubs that provide larger “sweet spots,” resulting in fewer missed hits and maximum yardage. In the last year,
Discuss the relative importance of the final stage of the marketing research process—communicating insights—in relation to the other stages.
What are the three key guidelines for communicating insights that are outlined in the introduction? How does the ABC Television Network project provide examples of adherence to those three guidelines?
What are the five characteristics of effective communication in marketing research? Why is each of these characteristics important for disseminating key insights throughout an organization?
What is the derivation of the word plagiarism? What elements of a marketing research report need to be referenced?
How can video be used to enhance the communication of marketing research insights?
What are the strengths of infographics for communicating insights?
Select an online infographic from a website such as www.statista.com or www.dailyinfographic.com that you think effectively communicates information.Explain why you think that infographic is
What is the purpose of a letter or memo of transmittal?Name three elements that should be included in a letter/memo of transmittal. What type of writing style should be used for these documents?
Why is it advantageous to describe the limitations in a marketing research study? What are some factors that might lead to limitations?
What is the main purpose of end matter?
What do you call the closing sentence of a wellwritten paragraph? What is it used for?
What are the key features of a table?
List three types of visuals and their purposes. How do visuals enhance marketing research reports?
What kind of visual would be used to display the total amount of sales among four types of manufacturing plants by season?
Go online and search for examples of marketing research reports. Examine the reports. What commonalities do they have in terms of the sections the authors have created? Look at the sections
What are the three steps you should take prior to orally presenting your research findings? What can an oral presentation provide that is missing from a written presentation?
What are the strengths and weaknesses of data visualization tools, such as Tableau?
How do data visualization tools/dashboards and marketing research reports provide complementary knowledge?
What are three methods that can be used to disseminate research insights throughout an organization?
What factors go into developing the “right” marketing strategy? How might the “right” marketing strategy change over time?
What is the difference between consumers and customers? Why might the link to consumers be more important today?
Find two outside examples of how companies created new product lines as a result of identifying market opportunities or problems.
You are responsible for the launch of a new product by your electronics firm. Describe questions that you will want answered through each of the following types of marketing research: (a) product
List the subsystems of a MIS and their overall functions. How do each of these subsystems contribute to the MIS?
What example can you give of a company that is using crowdsourcing to create a product? To develop advertising?
Find three examples of articles that describe companies using marketing research in business publications, such as The Wall Street Journal, Advertising Age, Business Week, Fortune, and Forbes. You
In the following situations, what component of the marketing information system would a manager use to find the necessary information?a. A manager of a hotel wants to learn about trends in travel.b.
Tea is the second most consumed beverage in the world after water, but Starbucks Corporation, the coffee company and coffeehouse chain founded in Seattle, has had difficulties getting consumers to
Nick Thomas is the CEO of Auto Concepts, a division of a large U.S. automobile manufacturer that has multiple divisions representing several auto and truck brands. This company has been slowly losing
What revolutionized the marketing research industry in the 1950’s? Why did this allow the industry to expand so rapidly?
Who first introduced focus groups? What type of research are they considered to be?

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