New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
marketing research
Marketing Research : An Applied Orientation 7th Global Edition Naresh K. Malhotra - Solutions
There are many ways of formatting scales. Use the Internet to find (a) a 7-point agreement scale; (b) a 7-point true-or-false scale; (c) a 7-point expectation scale; (d) a 7-point “fell short of my expectations” to “exceeded my expectations” scale.
Use the Internet to find some examples of rank order scales.Respondents are asked to rank the objects, service, individuals, or brands by comparing them to similar alternatives. Are they too complex for regular use?
The Malaysian Internet Users Survey (IUS) is a series of surveys looking at Internet habits. Examine the report online and summarize how the data has been collected.
Design semantic differential scales to measure the perception of FedEx overnight delivery service and compare it to that offered by UPS. Relevant information may be obtained by visiting the Web sites of these two companies (www.fedex.com, www.ups.com).
Design Likert scales to measure the usefulness of Ford Motor Company’s Web site. Visit the site at www.ford.com and rate it on the scales that you have developed.
Five-point semantic differential scales are commonly used in consumer research. They are particularly valuable as they are easily understood by the majority of respondents compared to other versions of scoring systems in questionnaires.A market research company has been employed to create a series
Develop a Likert scale series of responses to test how satisfied or dissatisfied a respondent is with a product, the features offered by it, and the quality of online customer support for it.
Develop a multi-item scale to measure students’ attitudes toward internationalization of the management curriculum.How would you assess the reliability and validity of this scale?
Develop a Likert, a semantic differential, and a Stapel scale for measuring store loyalty.
Discuss the use of continuous rating scales in mobile marketing research.
Discuss the use of social media in implementing itemized rating scales.
How would you select a particular scaling technique?
What is the relationship between reliability and validity?
How would you assess the construct validity of a multi-item scale?
What is criterion validity? How is it assessed?
What is validity?
Describe the notion of internal consistency reliability.
What are the differences between test-retest and alternativeforms reliability?
What is reliability?
What needs to be done to ensure there is no random error present?
Measurement accuracy refers to capturing the responses as the respondent intended them to be understood. How can errors occur here?
How do the nature and degree of verbal description affect the response to itemized rating scales?
What is the difference between forced and nonforced scales?
Should an odd or even number of categories be used in an itemized rating scale?
What is the difference between balanced and unbalanced scales?
What does balanced versus unbalanced mean in the context of itemized rating scales?
What are the major decisions involved in constructing an itemized rating scale?
What are the differences between the Stapel scale and the semantic differential? Which scale is more popular?
Describe the Likert scale.
What is a semantic differential scale? For what purposes is this scale used?
Marshalls and Wal-Mart are two of the stores considered in the department store patronage project. Develop a series of paired comparison scales comparing these two stores on store image characteristics. Identify the relevant store image characteristics by visiting the Web sites of these two stores
Search the Internet and identify the ten bestselling brands of snack food in your country. You should note the ranking by sales revenue over the last year for which figures are available.
Surf the Internet to find two examples of each of the four primary types of scales. Write a report describing the context in which these scales are being used.
Visit the Web sites of two marketing research firms conducting surveys. Analyze one survey of each firm to critically evaluate the primary type of scales being used.
Suppose each of the questions a through f in problem 1 was administered to 100 respondents. Identify the kind of analysis that should be done for each question to summarize the results.
Identify the type of scale (nominal, ordinal, interval, or ratio) being used in each of the following. Explain your reasoning.a. My preference is to get to work early to avoid commuter congestion Agree Disagree 1 2 3 4 5b. In which year did you join the company?c. Please rank the following daily
How would you implement comparative scaling techniques in mobile marketing research?
Can the primary scales of measurement be implemented in social media? Please explain your reasoning.
What is Guttman scaling, and what is the alternative name for it?
What is magnitude estimation?
When would you use the Q-sort technique?
What is a paired comparison?
What is a non-comparative rating scale?
What are the advantages of a ratio scale over an interval scale?Are these advantages significant?
Suggest three common descriptors for order.
What are the characteristics of interval and ratio scales?
What are the primary scales of measurement?
What does level of measurement denote?
What is measurement?
Describe a specific situation for which each of the following experimental designs is appropriate. Defend your reasoning.a. One-group pretest-posttest designb. Pretest-posttest control group designc. Posttest-only control group designd. Multiple time series designe. Factorial design
According to the Australian market research company Roy Morgan’s New Zealand office (www.roymorgan.com), some 80.2 percent of New Zealanders over the age of 14 read or access a newspaper each week. In addition, some 59 percent read or access a magazine in print, on the Web, or via an app.If you
Consider the following table in which 500 respondents have been classified based on product use and income.Product Use Income High Medium Low High 40 30 40 Medium 35 70 60 Low 25 50 150a. Does this table indicate concomitant variation between product use and income?b. Describe the relationship
In the experiment just described, suppose the respondents had been selected by convenience rather than randomly. What type of design would result?
A new soya milk product is being marketed to lactose-intolerant customers. The company wants to test the attitudes toward soya milk as a substitute. Two random samples of 100 lactoseintolerant individuals are selected. One group is given samples of the new product to taste. Both groups are then
How can mobile marketing research be used to conduct an experiment?
How can social media be used to conduct an experiment?
What is test marketing?
Should descriptive research be used for investigating causal relationships? Why or why not?
Why are laboratory experiments considered more reliable than field experiments?
What are the limitations of a randomized block design?
What advantages do statistical designs have over basic designs?
Define test marketing and explain how a standard test market would operate.
What are the real-world considerations that prevent experimentation from achieving its optimal effectiveness?
Briefly explain the Solomon four-group design, and describe how it is used.
What is the key characteristic that distinguishes true experimental designs from preexperimental designs?
Describe the various methods for controlling extraneous sources of variation.
History and maturation are two extraneous variables that affect validity. How would you distinguish between them?
How is validity defined in an experimental setting?
What are the requirements for inferring a causal relationship between two variables?
Ipsos MORI uses a wide range of different survey methods. Its survey methods are explained on its Web site (www.ipsos.com). How does it go about deciding which is the most appropriate survey method in each case?
Design a questionnaire using a fixed alternative format that could be emailed to final-year students asking them about their attitudes to taking on unpaid work-experience opportunities during their degree studies. Send out ten of the questionnaires and summarize the results. Are the students’
Locate an Internet survey. Examine the content of the questionnaire carefully. What are the relative advantages and disadvantages of administering the same survey using CATI or mall-intercept interviewing?
Locate an Internet survey for which you would qualify as a respondent. Answer this survey. How would you evaluate this survey based on the criteria factors of Table 6.2?
How can this data may be used in practice?
Use simple spreadsheet software such as Excel to conduct the content analysis described in Problem
Ask your instructor or other faculty members if you could serve as a respondent in a computer-assisted personal interview.Then answer the same questionnaire in a pencil and paper format. Compare the two experiences.
Your university library wants to study the use of its facilities and the frequency of book loans in order to assess the volume and trends of demand of those facilities. List the survey methods that could be used. Which method is best?
Over the course of a week, sample the advertising on a commercial radio station for one hour at the same time of the day for five days. Make a content analysis of the advertisements and identify the different target markets for them.
Describe a marketing research problem in which both survey and observation methods could be used for obtaining the information needed.
Elucidate the implementation of surveys in mobile marketing research.
Why do some market researchers use participant blogs?
What are the relative advantages and disadvantages of observation?
What are the two distinguishing features of an audit?
Explain how content analysis could be employed in the analysis of open-ended questions. Comment on the relative advantages and disadvantages of using such a method.
Distinguish between natural and contrived observation.
How and why would a researcher use physical stimuli in the course of their interaction with a respondent?
What are the relevant factors for evaluating which survey method is best suited to a particular research project?
What is a mall-intercept personal interview?
Why would you use a fixed alternative question format in a survey?
Explain briefly how the topics covered in this chapter fit into the framework of the marketing research process.
Obtain the CATPAC program discussed in the text. Use it to analyze the data from depth interviews that you have conducted with three fellow students (as the respondents) to determine attitude toward sports.
An established brand with a large number of Facebook and Twitter followers wants to recruit a group of existing customers for a focus group to discuss a range of new products. How would you use these social media platforms to accomplish this?
Visit the Web site of the Qualitative Research Consultants Association (www.qrca.org). Write a report about the current state of the art in qualitative research.
Could a depth interview be conducted via the Internet? What are the advantages and disadvantages of this procedure over conventional depth interviews?
The Coca-Cola Company has asked you to conduct Internet focus groups with heavy users of soft drinks. Explain how you would identify and recruit such respondents.
Suggest how a department store might use role playing in the context of a focus group to elicit insights into customer service experiences.
Following the methods outlined in the text, develop a plan for conducting a focus group to determine consumers’ attitudes toward and preferences for imported automobiles. Specify the objectives of the focus group, write a screening questionnaire, and develop a moderator’s outline.
Discuss the role of mobile marketing research in conducting focus groups.
How can social media be used to conduct qualitative research?
Suggest two additional aspects to consider with international focus groups.
Showing 1700 - 1800
of 6635
First
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
Last
Step by Step Answers
Get 50% OFF
Claim Now
