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marketing research
Marketing Research : An Applied Orientation 7th Global Edition Naresh K. Malhotra - Solutions
Describe the guidelines for the coding of unstructured questions.
What is the difference between precoding and postcoding?
How are unsatisfactory responses discovered in editing treated?
What is meant by editing a questionnaire?
What activities are involved in the preliminary checking of questionnaires that have been returned from the field?
Describe the data-preparation process.
Your marketing director has assigned you the task of investigating an emerging branch of qualitative market research where smartwatches and other wearable tech can be used for ethnographic research. He thinks that it will revolutionize this area of research. Research the use of the technology and
Following on from Internet and Computer Exercise 1, look at DJS Research’s tailored market research methods, insight, and solutions. Write a short report on the range of methods, approaches, and research expertise offered by the organization.
Visit the Web site of UK-based DJS Research Limited (www.djsresearch.co.uk). What kinds of fieldwork do they offer?What do they mean by field and tabulation?
You have been appointed by an international market research company to set up a number of sub-agencies across South America. You have been working with European materials and translating it directly into Spanish for recruitment and training.There are times when the Spanish translations do not work
Write some guidance notes on required attributes for a recruitment panel looking to appoint eight new fieldworkers.
Compare fieldwork in mobile marketing research to traditional fieldwork.
Compare fieldwork in social media research to traditional fieldwork.
Describe the major sources of error related to fieldwork.
Describe the criteria that should be used for evaluating fieldworkers.
What is validation of fieldwork? How is this done?
How can respondent selection problems be controlled?
What aspects are involved in the supervision of fieldworkers?
How should the fieldworker terminate the interview?
How should the answers to unstructured questions be recorded?
What is probing?
What are the guidelines for asking questions?
What qualifications should fieldworkers possess?
Describe the fieldwork/data collection process.
What options are available to researchers for collecting data?
You are looking for a market research company and have decided to use the UK-based Asia Opinions (www.asiaopinions.com). Write a short report outlining their policies on panel quality.
Solve the preceding problems 1 through 4 using the programs that you have developed.
Using a spreadsheet (e.g., EXCEL), program the formulas for determining the sample size under the various approaches.(This is very simple to do.)
Assuming that n = 100 and N = 1,000, and s = 5, compute the standard error of the mean with and without the finite population correction factor.
To determine the effectiveness of the advertising campaign for a new portable DVD player, management would like to know what percentage of households is aware of the new brand. The advertising agency thinks that this figure is as high as 70 percent.The management would like a 95 percent confidence
The management of a local restaurant wants to determine the average monthly amount spent by households in restaurants.Some households in the target market do not spend anything at all, whereas other households spend as much as $300 per month. Management wants to be 95 percent confident of the
Calculate the value of z if:a. 60 percent of all values of z are largerb. 10 percent of all values of z are largerc. 68.26 percent of all possible z values (symmetrically distributed around the mean) are to be contained in this interval
Using Table 2 of the Appendix of Statistical Tables calculate the probability that:a. z is less than 1.48b. z is greater than 1.90c. z is between 1.48 and 1.90d. z is between -1.48 and 1.90
What type of incentives can be offered in mobile marketing research to boost the response rate?
Discuss the pros and cons of using large sample sizes in social media research.
What strategies are available to adjust for nonresponse?
Define incidence rate and completion rate. How do these rates affect the determination of the final sample size?
When several parameters are being estimated, what is the procedure for determining the sample size?
How can the researcher ensure that the generated confidence interval will be no larger than the desired interval when estimating a population proportion?
Describe the procedure for determining the sample size necessary to estimate a population proportion, given the degree of precision and confidence. After the sample is selected, how is the confidence interval generated?
Define what is meant by absolute precision and relative precision when estimating a population proportion.
How is the sample size affected when the degree of confidence with which a population mean is estimated is increased from 95 percent to 99 percent?
How is the sample size affected when the absolute precision with which a population mean is estimated is doubled?
Describe the procedure for determining the sample size necessary to estimate a population mean, given the degree of precision and confidence, when the population variance is unknown. After the sample is selected, how is the confidence interval generated?
Describe the procedure for determining the sample size necessary to estimate a population mean, given the degree of precision and confidence and a known population variance. After the sample is selected, how is the confidence interval generated?
How do the degree of confidence and the degree of precision differ?
Describe the difference between absolute precision and relative precision when estimating a population mean.
What is the procedure for constructing a confidence interval around a mean?
Define a confidence interval.
Define finite population correction.
What is the standard error of the mean?
Define the sampling distribution.
A manufacturer of agricultural vehicles wants to test the potential demand for a new range of tractors being assembled in the country from imported parts. Their new tractor range is aimed at the small to medium-sized farmers and can be purchased with a range of up to 10 separate attachments and
Define the appropriate target population and sampling frame in each of the following situations in Singapore:a. A new high-speed Internet service wants to conduct inhouse product usage tests across the island.b. The Takashimaya store in Singapore wants to determine the behavior of customers who
What are the different ways in which potential respondents can be recruited to construct the sampling frame in mobile marketing research?
How can the representativeness of social media samples be improved?
What factors should be considered in choosing between probability and nonprobability sampling?
Describe the cluster sampling procedure. What is the key distinction between cluster sampling and stratified sampling?
What are the differences between proportionate and disproportionate stratified sampling?
Describe stratified sampling. What are the criteria for the selection of stratification variables?
Describe the procedure for selecting a systematic random sample.
What are the distinguishing features of simple random sampling?
What is the relationship between quota sampling and judgmental sampling?
What is the major difference between judgmental and convenience sampling?
What is the least expensive and least time-consuming of all sampling techniques? What are the major limitations of this technique?
How do probability sampling techniques differ from nonprobability sampling techniques?
What are incidence rates? How do they affect the sample size?
What qualitative factors should be considered in determining the sample size?
What is a sampling unit? How is it different from the population element?
How should the target population be defined?
Describe the sampling design process.
Under what conditions would a sample be preferable to a census?When is a census preferable to a sample?
What is the major difference between a sample and a census?
A new graduate hired by the marketing research department of a major telephone company is asked to prepare a questionnaire to determine household preferences for telephone calling cards. The questionnaire is to be administered in mall-intercept interviews. Using the principles of questionnaire
Develop five dichotomous questions that could be used at a busy commuter station that systematically eliminates respondents.The purpose of the survey is to discover how many times transport problems have made them late for work and the consequences of this.
Formulate five questions that ask respondents to provide generalizations or estimates.
Design an open-ended question to determine whether respondents buy their lunch from a vendor or take their own food to work. Then develop a multiple-choice and dichotomous question to obtain the same information. Which one works best?
Your market research business administers questionnaires written by clients. The quality is variable, and you have decided to produce a shortlist of the most frequent errors that you have encountered. You hope that the advice will enable your clients to write better questionnaires.
A tight schedule means that a new questionnaire must be distributed next week. What should you do despite the little time available?
You have designed a questionnaire and the printer needs some guidance on layout and design. What should you tell him?
Discuss the unique considerations involved in designing questionnaires for mobile marketing research.Problems
How can social media aid in developing a questionnaire?
What are the major decisions involved in designing observational forms?
Describe the issues involved in pretesting a questionnaire.
What guidelines are available for deciding on the form and layout of a questionnaire?
What is the proper order for questions intended to obtain basic, classification, and identification information?
What is a leading question? Give an example.
What are the guidelines available for deciding on question wording?
What are the issues involved in designing multiple-choice questions?
What are the advantages and disadvantages of unstructured questions?
Explain the use of randomized response techniques in obtaining sensitive information.
What can a researcher do to make the request for information seem legitimate?
What are the reasons that respondents are unwilling to answer specific questions?
Explain the concepts of aided and unaided recall.
Explain the errors of omission, telescoping, and creation.What can be done to reduce such errors?
What are the reasons that respondents are unable to answer the question asked?
What is a double-barreled question?
How would you determine whether a specific question should be included in a questionnaire?
Explain how the mode of administration affects questionnaire design.
What is the purpose of questionnaires and observation forms?
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