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Marketing Research: An Applied Approach 5th Edition Malhotra, Naresh K;Nunan, Daniel(Contributor);Birks, David F(Contributor) - Solutions
1.1 Describe the data integrity process. Why is this process needed?
1.9 appreciate how the use of SPSS software can shape the manner and quality of data integrity.
1.8 understand the intra-cultural, pan-cultural and cross-cultural approaches to data analysis when carrying out research across countries and cultures;
1.7 classify statistical techniques and give a detailed classification of univariate techniques as well as a classification of multivariate techniques;
1.6 describe the procedure for selecting a data analysis strategy and the factors influencing the process;
1.5 state the reasons for and methods of statistically adjusting data: weighting, variable respecification and scale transformation;
1.4 discuss the data cleaning process and the methods used to treat missing responses: substitution of a neutral value, imputed response, casewise deletion and pairwise deletion;
1.3 describe the guidelines for coding questionnaires, including the coding of structured and unstructured questions;
1.2 explain questionnaire checking and editing and the treatment of unsatisfactory responses by returning to the field, assigning missing values and discarding unsatisfactory responses;
1.1 discuss the nature and scope of data integrity and the data integrity process;
1.3 Find a survey that is available on the web – either one that is public or one that you have created yourself. View the survey through a web browser on a smartphone and evaluate whether the survey is still effective. Consider both the design and the content of the survey
1.2 Working in groups, imagine that you are research participants. What forms of passive data would you be happy for a mobile app that you have downloaded as part of a market research online community to access on your phone?
1.1 Critically discuss the extent to which you agree with the following statement:‘In the near future mobile phones will be everywhere, all the time. This means that mobile research will be the only sort of research we need to think about.’
1.9 What are wearables? How could they be used in marketing research?
1.8 What are the circumstances under which a researcher would use a mobile app rather than a mobile web browser?
1.7 Why do researchers need to be careful when using mobile-based image or video functionality as part of a mystery shopping exercise?
1.6 What are the advantages to the researcher of having an app for their MROC?
1.5 What is passive data? Give some examples of types of passive data collection that can be carried out with mobile devices.
1.4 Why do researchers need to be careful when carrying out telephone research with mobile devices?
1.3 What does ‘mobile first’ mean for research designs?
1.2 What kind of research activity is SMS-based research appropriate for?
1.1 What do we mean by ‘mobile devices’? Where does the boundary lie between mobile and non-mobile devices?
1.6 evaluate the differences in response rates and quality between mobile and non-mobile platforms
1.5 consider the implications of a ‘mobile first’ strategy for research design;
1.4 discuss the benefits and issues associated with the collection of passive data from mobile devices;
1.3 evaluate key approaches to the use of mobile devices within marketing research;
1.2 understand how mobile devices are impacting consumer behaviour;
1.1 understand and Explain the scope of the term ‘mobile device’;
1.4 One of the fastest-growing content types on social media is video. Using the information in this chapter, as well as information on analysis covered previously in this text, consider the ways in which researchers could analyse video content on social media as part of a passive research strategy.
1.3 In small groups, discuss the following statement: ‘The information people post on social media is unreliable – it’s mostly people showing off and doesn’t reflect what they are really thinking or feeling.’
1.2 Select a brand, product or service with which you are familiar and identify some discussions taking place about the organisation you have selected on a social media site (for example, Twitter). Looking at these data, identify any issues that might occur if attempting automated sentiment
1.1 In groups, discuss which online communities you are members of. Select one of these communities and consider the range of research issues that might be addressed using the data that are available.
1.10 What is sentiment analysis? Why can automated sentiment analysis of social media be so difficult?
1.9 Discuss the key challenges relating to accessing social media data for research.
1.8 Why is analysing image data on social media important?
1.7 What is an MROC? How does use of an MROC differ from passive approaches to research?
1.6 What is gamification and how can gamification techniques be used to improve research?
1.5 What is crowdsourcing? What are the advantages and disadvantages of this method?
1.4 What are the key differences between active and passive forms of social media research?
1.3 Evaluate the factors that have led to the growth of social media research.
1.2 What is the difference between social media and social networks?
1.1 Describe the nature of social media research.
1.6 discuss the limitations of social media research, including the difficulties in gaining access to data.
1.5 analyse the role and effectiveness of sentiment analysis techniques to generate insight from social media data;
1.4 understand the use of crowdsourcing and market research online communities within social media research;
1.3 explain the key approaches to social media marketing research, including passive and active research strategies;
1.2 describe the difference between social media and a social network;
1.1 understand the concept of social media and how its usage varies between countries;
1.5 In a small group, discuss the following issues: ‘What makes street interviewing a craft?’ and ‘Why do interviewers cheat?’.
1.4 Visit www.clinique.com and examine online databases, secondary data and intelligence sources to obtain information on men’s usage of moisturisers, soaps and shampoos. As a brand manager for Clinique, what information would you like to have to formulate brand extension strategies, targeted at
1.3 In teams of four, design a questionnaire to be used in a street interview. One of the team then takes on the role of the interviewer, the other three act as participants. Conduct three interviews and video the process. Replay the video and write a report that focuses upon:a the questionnaire
1.2 You are a field supervisor. Ask a fellow student to assume the role of an interviewer and another student the role of a participant. Train the interviewer to conduct a home interview by giving a live demonstration.
1.15 Comment on the following field situations, making recommendations for corrective action:a One of the interviewers has an excessive rate of refusals in face-to-face home interviews.b In a CATI situation, many phone numbers are giving a busy signal during the first dialling attempt.c An
1.14 Describe the major sources of error related to survey fieldwork.
1.13 Describe the criteria that should be used for evaluating survey fieldworkers.
1.12 What is validation of survey fieldwork? How is this done?
1.11 How can participant selection problems be controlled?
1.10 What aspects are involved in the supervision of survey fieldworkers?
1.9 How should the survey fieldworker conclude an interview?
1.8 How should the answers to unstructured questions be recorded?
1.7 Outline the advantages and disadvantages of the interviewer developing a rapport with participants.
1.6 Evaluate what may be done to help interviewers probe correctly and consistently.
1.5 Describe and illustrate the differences between probing in a survey and in an in-depth interview.
1.4 What are the guidelines for asking questions?
1.3 What qualifications should survey fieldworkers possess?
1.2 Describe the survey fieldwork/data-collection process.
1.1 Why do researchers need to use survey fieldworkers?
1.6 appreciate how the growth in internet-based research is changing the nature of fieldwork.
1.5 explain the issues related to fieldwork when conducting research across international markets;
1.4 describe evaluating fieldworkers in areas of cost and time, response rates, quality of interviewing and the quality of data;
1.3 discuss supervising fieldworkers in terms of quality control and editing, sampling control, control of cheating and central office control;
1.2 discuss the training of fieldworkers in making the initial contact, asking the questions, probing, recording the answers and concluding the interview;
1.1 describe the survey fieldwork process and explain the selecting, training and supervising of fieldworkers, validating fieldwork and evaluating fieldworkers;
1.3 Examine online databases and secondary data sources to determine the average monthly household spend on broadband services in your country.Assuming a confidence level of €10, and a standard deviation of €100, what should be the sample size to determine the average monthly household
1.2 What is the standard error of the mean?
1.1 define the key concepts and symbols relating to sampling;
1.2 Visit www.ralphlauren.com (or your local equivalent) and collect further secondary data and intelligence to obtain information on the segmentation strategy of Ralph Lauren. As the vice president of marketing for Ralph Lauren, what information would you like to support decisions around an idea
1.1 Examine online databases and secondary data sources to determine all of the airlines operating in the EU. If a survey of airlines was conducted to determine their future plans to purchase/lease aircraft, would you take a sample or census? Explain why.
1.15 Describe the cluster sampling procedure. What is the key distinction between cluster sampling and stratified sampling?
1.14 What are the differences between proportionate and disproportionate stratified sampling?
1.13 Describe stratified sampling. What are the criteria for the selection of stratification variables?
1.12 Describe the procedure for selecting a systematic random sample.
1.11 What are the distinguishing features of simple random sampling?
1.10 Describe snowball sampling. How may the technique be supported by qualitative research techniques?
1.9 What is the major difference between judgemental and convenience sampling? Give examples of where each of these techniques may be successfully applied.
1.8 What is the least expensive and least time-consuming of all sampling techniques? What are the major limitations of this technique?
1.7 How do probability sampling techniques differ from non-probability sampling techniques? What factors should be considered in choosing between probability and non-probability sampling?
1.6 What qualitative factors should be considered in determining the sample size?
1.5 To what extent may the availability of sampling frames determine the definition of a population?
1.4 What is a sampling unit? How is it different from the population element?
1.3 How should the target population be defined? How does this definition link with the definition of a marketing research problem?
1.2 Describe the sampling design process.
1.1 Under what conditions would a sample be preferable to a census? A census preferable to a sample?
1.7 understand the sampling design process and the use of sampling techniques across countries;8 appreciate how the growth in online panels is shaping the manner in which sampling may be designed and executed.
1.6 identify the conditions that favour the use of non-probability sampling versus probability sampling;
1.5 describe the probability sampling techniques of simple random, systematic, stratified and cluster sampling;
1.4 describe the non-probability sampling techniques of convenience, judgemental, quota and snowball sampling;
1.3 classify sampling techniques as non-probability and probability sampling techniques;
1.2 discuss the sampling design process: definition of the target population, determination of the sampling frame, selection of sampling technique(s), determination of sample size, execution of the sampling process and validating the sample;
1.1 differentiate a sample from a census and identify the conditions that favour the use of a sample versus a census;
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