Questions and Answers of Marketing Research

Describe the difference between client-side and supply-side research. What other terms are used to refer to companies that are involved in supply-side research?
Who are the top 3 firms in marketing research based on revenue? What is their revenue?
What are full-service supplier firms? What types of services do they provide?
List and describe two different types of marketing research services. What firms offer those services?
What is the fastest-growing region for marketing research? What five markets are currently the largest in the world?
What is the National Do Not Call Registry? What type of communication is exempt from it?
Define sugging and frugging. Give an example of each.
List three important marketing research codes and provide a brief explanation of what purpose they are intended to serve.
Tracy Greenwood and Joshua Harris, co-owners of Pinnacle Research, had not been in business long when they were contacted by Delish Donuts to conduct a marketing research study. Delish had two very
Are all of the steps in the marketing research process always followed in order? Why or why not? Give an example of a situation in which a step might be skipped in the marketing research project.
Name and give an example of three situations in which a manager may encounter a problem for which marketing research is not the best situation.
What is meant by the problem? Explain the two sources of marketing problems.
What is a key performance indicator (KPI)? Give five examples of KPIs.
Define a marketing opportunity. Give an example of a company taking advantage of an opportunity.
How does the role of a researcher change with the extent to which a manager has defined a problem? How can a researcher add value to a manager’s decision?
Provide examples of decision alternatives. How might these alternatives affect the outcome of the research?
What are the two ways you can format a research objective? Give an example of each.
Define a construct. What are some questions to ask that will help formulate constructs?
Explain why it is imperative to measure the correct construct? What could go wrong if the correct constructs are not used in a research project?
What is an action standard? How might defining action standards lead to better results?
Give an example of an impediment to problem definition.
Go to your library’s online databases or the internet and look for examples of firms conducting a marketing research study. There are many examples reported in periodicals such as Advertising Age,
Identify what you believe are the three most important key performance indicators (KPIs) that the seafood restaurant Red Lobster should use to measure its success.Explain.
Formulate a problem statement and research objectives for the following situations:a. Six Flags Great America is deciding whether or not to open a new location in the Midwest.b. Buffalo Wild Wings
Observe a business in your community. Examine what it does, what products or services it provides, how it prices and promotes its products or services, and other aspects of the business. If you
You are in charge of campus recruiting at your college or university and you wish to conduct research that will assist in boosting enrollment. Explain how you will define your problem statement.
The Good Food Institute (GFI) wants Americans to eat fewer animals. Based in Washington D.C., the non-profit organization is dedicated to “creating a healthy, humane, and sustainable food
Recall from Case 1.2 that Auto Concepts is a new division of a large automobile manufacturer that has been slowly losing market share to its competitors. Auto Concepts was created to reclaim the
What is research design?
What purpose does exploratory research serve? List and explain three situations in which exploratory research would be a good choice.
What is another name for discontinuous panels? What is the primary use for this type of panel?
Nabisco has introduced a new brand of cookies and wants to know how many of their customers purchase their cookies more than once. What type of research should they use?
Give an example of an if-then statement. Why might using causal research enhance the accuracy of your findings?
What is the primary use of A/B testing? What advantages and disadvantages does this test have?
You are testing two different placements for a banner ad on the Internet. How can you use A/B testing to test the two alternatives?
Explain the two types of validity in experimentation.What types of experiments are best suited to address each?
Provide a list of pros and cons of test marketing.
List and explain the three criteria used to select testmarket cities. Explain why each is important.
Think of a past job you have held. List three areas in which you, or some other person in the organization, could have benefited from having information generated by research. What would be the most
Can you identify research problems that might be addressed through a search of social media websites?What type of research design would you recommend for these problems?
Wired Beverages has developed two new sodas that they are debating putting on the market. However, they will only be able to release one of them. Develop an experiment design that compares the taste
You’re the general manager of a new NFL team in Oklahoma City. The owner gives you the task of deciding which uniforms the new team will wear in the upcoming season, and suggests you gather data
John Daniel, a researcher at Georgia Metro Research, made the following notes about several of his clients to you, a newly hired trainee who has just graduated from college:Client A is a consumer
The full data set for this case is available through your instructor. The data for this case was provided by Nielsen. The name of the supermarket, brands, and other details have been
Name three sources of data for sports marketing. How might a marketer use these data?
Describe three uses of secondary data.
Describe the difference between internal and external data.
Describe the relationship between a record and a field. How would this look in a database?
What is meant by CRM? What are the benefits of practicing CRM?
Provide an example of each of the following: Business Source Directories, Articles, Dictionaries and Encyclopedias, Marketing Directories, and Statistics and Reports.
Describe the Open Data Policy and some of its limitations.
How do packaged services differ from syndicated data?
Describe geodemographics. What computer programs aid in the collection of geodemographics?
What type of information is provided through the analysis of digital tracking data?
List the most important tools for tracking online activities. How are these tools used?
What are the main purposes of combining digital tracking data with external data?
What are the advantages and disadvantages of the use of social media data for marketing research?
How do experts expect the Internet of Things to transform the marketing research industry?
What are three major responsibilities for marketing researchers who collect, manage, analyze, and communicate data? What do you think is the most important responsibility? Explain.
Do you think any social media companies manipulate consumers? Why or why not? If so, which ones?
Access your library’s online databases. Describe how your library helps categorize the many databases to guide in your selection of sources appropriate for business.
Go online to your library’s website. Can you locate a database that would be a good choice to find publications such as journal articles, trade publications, or newspapers? What are these databases
Find your library’s online databases and check to see if any of them have the ability to automatically put an article you retrieve in a format suitable for citing (e.g., MLA or APA).
Go to the website Social Mention (www.socialmention.com). Use the website to search first Ford and then General Motors. What are the differences in strength, passion, sentiment, and reach between the
List and explain which of your activities during the last seven days produced data for the Internet of Things. Do you feel as though the IoT could be an invasion of privacy? If so, what regulations
What is mixed methods research? What are the three types of mixed methods research? Give an example of each.
List the four general ways of making observations, and explain the differences between them.
Why might job performance vary if a supervisor chooses to use overt observation versus covert observation?
Describe a research situation for which focus groups are appropriate, and one for which they’re not.
How might different settings for a focus group affect the overall quality of the research?
State two tactics that should be used by a productive focus group moderator.
What type of data is reported from focus groups? Can these findings be expected to represent the population? Why or why not?
Provide three examples of ethnographic research.
How might an automobile company use ethnography to improve their product?
What two words are combined to make the term netnography? Why is netnography an increasingly popular research method?
Suppose that you are the founder of a new fashion merchandising company. Create a role-playing scenario that would allow you to get feedback on your new line of summer apparel.
Do you think it is ethical for politicians to use findings from neuromarketing research to plan their campaigns? Explain.
Now the Associated Grocery Stores (AGS) has decided to use focus groups to gain insights on offering reusable bags to their customers. Prepare the topics guide for the moderator.
Explain why thematic analysis is a useful technique for analyzing qualitative data.
Nick Thomas, CEO of Auto Concepts, has begun formulating some concepts in terms of the types of car models to pursue to bring his parent company product line back to life. He has been using a
What aspects of computer-assisted surveys make them attractive to marketing researchers?
What are the advantages of person-administered over self-administered surveys, and vice versa?
Uber Eats is a food delivery app from Uber that is available seven days a week and most hours of the day or night. By downloading the Uber Eats app, users can identify menu items at local
Discuss the feasibility of each type of survey mode for each of the following cases:a. Polo wants to test a new cologne scent called “Extreme Red.”b. Snagjob needs to determine how many
Cinemark is a national movie company with over 500 theaters and over 5,000 screens in the U.S. and Latin America. It boosts its Cinemark XD, IMAX, and RealD 3D movie experiences and its reserved
Compu-Ask Corporation has developed a stand-alone computerized interview system that can be adapted to almost any type of survey. It can be loaded onto a tablet computer, which allows respondents to
A researcher is pondering what survey mode to use for a client that markets a home security system.The system consists of tiny motion sensors that are pressed onto all of the windows and doors. Once
In Peru there are many ruins of the temples and palaces of the Incas, who attained what some historians consider to be the highest pre-European accomplishments in the Americas in agriculture,
Joe Spivey is president of Advantage Research, Inc. The firm specializes in customized research for clients in a variety of industries via computer-assisted mall interviews in five of the largest
Provide questions to measure each of the constructs that follow. Before you construct the measure, consult a source book to find a concise definition of the construct. Relate the definition and then
What is a questionnaire, and what functions does it serve?
The owner of Cupcake Delight, a mall kiosk location company that sells 20 different types of fresh cupcakes, soft drinks and coffee is concerned about low sales. She reads in a marketing textbook
Each of the following examples involves a market researcher’s need to measure some construct.Devise an appropriate scale for each one. Defend the scale in terms of its scaling assumptions, number
Harley-Davidson is the largest U.S. motorcycle manufacturer, and it has been in business for several decades. While it was once the “signature” American motorcycle, the typical Harley-Davidson
Listed here are five different aspects of a questionnaire to be designed for the crafts guild of Maui, Hawaii. It is to be administered by personal interviewers who will intercept tourists as they
Using an online search engine, find a computerassisted questionnaire design company that offers a free trial and become familiar with it. For each of the following possible features of
Livingston Lures develops and markets electronic fishing lures that emit various sounds associated with baitfish. This feature makes a Livingston Lure much more effective than traditional lures
Provide the marketing researcher’s definitions for each of the following populations:a. Nest Thermostat, a company that sells home thermostats that run on the Internet of Things, wants to determine
A market researcher is proposing a survey for the Big Tree Country Club, a private country club that is contemplating several changes in its layout to improve its golf course. The researcher is
A researcher must estimate how many packs of disinfecting wipes will be purchased by businesses in Cleveland, Ohio for the annual sales forecast. Her plan is to ask managers the likelihood that they

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