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Marketing Research Applied Insight 6th Edition Daniel Nunan, David F. Burks, Naresh K. Malhotra - Solutions
1.5 Describe the benefits to the researcher of being able to capture data that identify characteristics of consumers and their shopping behaviour in a store.
1.4 Describe the benefits to the marketing decision maker of being able to capture data that identify characteristics of consumers and their shopping behaviour in a store.
1.3 What other sources, beyond electronic scanner devices, electronically observe customer behaviour?
1.2 What kinds of data can be gathered through electronic scanner devices?
1.1 How may ‘operational data’ held in organisations help to build up an understanding of customer behaviour?
1.9 appreciate how different technological developments have increased the breadth of internally generated secondary data.
1.8 understand the ethical problems of having individual consumer data held on databases;
1.7 appreciate the challenges of international data capture issues;
1.6 appreciate how different sources of customer data and marketing research can build up behavioural and attitudinal profiles of target markets;
1.5 understand how web analytics can capture and model customer data and thus support marketing research;
1.4 understand how customer relationship systems can capture and model customer data and thus support marketing research;
1.3 understand how geodemographic information systems can help in integrating and displaying customer data;
1.2 appreciate how different types of company databases have developed into powerful means to understand customer behaviour;
1.1 describe the nature and purpose of researchers utilising internal sources of secondary data;
1.5 In a small group, discuss the following issues: ‘What are the significance and limitations of government census data for researchers?’ and ‘Given the growing array of alternative data sources that describe characteristics of individuals and households in a country, would it be a disaster
1.4 Visit the Eurostat website (ec.europa.eu/eurostat/web/links/) and follow a link to the national statistics office in a country of your choice. Write a report about the secondary data available from this office that would be useful to a national housing developer for the purpose of formulating
1.3 Using your library’s online databases, search through secondary data sources to gather data on the use of celebrities in the promotion of fashion brands.You are conducting a marketing research project to determine the effectiveness of celebrity endorsements in Louis Vuitton Moet
1.2 Select an industry of your choice. Write a report on the potential growth in that industry and the factors that are driving that growth. Use both secondary data and intelligence sources to build your case.
1.1 Select an industry of your choice. Using secondary sources, obtain industry sales figures and the sales of the major firms in that industry for the past year.Estimate the market shares of each major firm. From another source where this work may have already been completed, e.g. Mintel, compare
1.15 What is an audit? Describe the uses, advantages and disadvantages of audits.
1.14 Explain what an online panel is, giving examples of different types of panel.What are the advantages and disadvantages of online panels?
1.13 List and describe the main types of syndicated sources of secondary data.
1.12 Evaluate the desirability of using multiple sources of secondary data and intelligence.
1.11 If you had two sources of secondary data for a project, the first being dependable but out of date, the second not dependable but up to date, which would you prefer?
1.10 To what extent should you use a secondary data source if you cannot see any explicit objectives attached to that research?
1.9 What criteria would you look for when examining the design and specifications of secondary data? Why is it important to examine these criteria?
1.8 By what criteria may secondary data be evaluated?
1.7 How can intranets help in the location and dissemination of secondary data?
1.6 What is the difference between internal and external secondary data?
1.5 How may secondary data be used to validate qualitative research findings?
1.4 Why is it important to locate and analyse secondary data before progressing to primary data?
1.3 At what stages of the marketing research process can secondary data be used?
1.2 What are the relative advantages and disadvantages of secondary data?
1.1 What are the differences between primary data, secondary data and marketing intelligence?
1.8 appreciate how social media research techniques are integrating with traditional forms of research, and the impact upon what may be defined as secondary data.
1.7 understand the researchers’ challenges in coping with the burgeoning amount of externally generated secondary data;
1.6 explain the need to use multiple sources of secondary data and describe single-source data;
1.5 discuss in detail the syndicated sources of secondary data, including household and consumer data obtained via surveys, purchase and media panels and scanner services, as well as institutional data related to retailers and industrial or service firms;
1.4 describe in detail the different sources of secondary data, focusing upon external sources in the form of published materials and syndicated services;
1.3 evaluate secondary data using the criteria of specifications, error, currency, objectives, nature and dependability;
1.2 analyse the advantages and disadvantages of secondary data and their uses in the various steps of the marketing research process;
1.1 define the nature and scope of secondary data and distinguish secondary data from marketing intelligence and primary data;
5 In a small group, discuss the following issues: ‘Statistical considerations are more important than administrative considerations in determining sample size’ and ‘The real determinant of sample size is what managers feel confident with; it has little to do with statistical confidence.’
4 You work as the marketing research manager for a chain of themed restaurants. A new menu has been developed based upon organic and fairtrade produce. Before the new menu is introduced, management are concerned about how existing and potential customers will react. How would you approach the
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
2 Using the website of a national newspaper in your country, search for reports of three recent major surveys. Write a report on the sample sizes used and the extent to which details of precision, confidence levels and any other factors affecting the sample were reported. Note any reporting that
1 Using a spreadsheet (e.g. Excel), program the formulae for determining the sample size under the various approaches described in this chapter.
15 What strategies are available for adjusting for non-response?
14 Define incidence rate and completion rate. How do these rates affect the determination of the final sample size?
13 When several parameters are being estimated, what is the procedure for determining the sample size?
12 How can the researcher ensure that the generated confidence interval will be no larger than the desired interval when estimating a population proportion?
11 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?
10 Define what is meant by absolute precision and relative precision when estimating a population proportion.
9 How is the sample size affected when the degree of confidence with which a population mean is estimated increases from 95% to 99%?
7 Describe the procedure for determining the sample size necessary to estimate a population mean, given the degree of precision and confidence but where the population variance is unknown. After the sample is selected, how is the confidence interval generated?
6 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?
5 How do the degree of confidence and the degree of precision differ?
4 Describe the difference between absolute precision and relative precision when estimating a population mean.
3 What is the procedure for constructing a confidence interval around a mean?
1 Define:a the sampling distribution b finite population correction c confidence intervals.
6 appreciate approaches for improving response rates and adjusting for non-response.
5 discuss the importance of non-response issues in sampling;
4 derive the formulae to determine statistically the sample size for estimating means and proportions;
3 discuss the statistical approach to determining sample size based on simple random sampling and the construction of confidence intervals;
2 understand the concepts of the sampling distribution, statistical inference and standard error;
1 define the key concepts and symbols relating to sampling;
5 In a small group, discuss the following issues: ‘Given that many governments use sampling to check the accuracy of various censuses and that non-response rates to censuses are growing, national decennial censuses should be abolished in favour of the use of existing databases and sample
4 You work as the marketing research manager for ING in Amsterdam.Managers would like to know if the attitudes towards saving differ between ethnic groups. They wonder whether, given the varied population of the Netherlands, it is meaningful to segment the market according to ethnic background. A
3 The Alumni Office of your university would like to conduct a survey of on-campus students who are in their final year of study. The office wishes to determine attitudes to joining alumni associations as students progress through further study and their careers. As a consultant you must develop a
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 to
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.
15 Describe the cluster sampling procedure. What is the key distinction between cluster sampling and stratified sampling?
14 What are the differences between proportionate and disproportionate stratified sampling?
10 Describe snowball sampling. How may the technique be supported by qualitative research techniques?
9 What is the major difference between judgemental and convenience sampling? Give examples of where each of these techniques may be successfully applied.
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?
5 To what extent may the availability of sampling frames determine the definition of a population?
4 What is a sampling unit? How is it different from the population element?
3 How should the target population be defined? How does this definition link with the definition of a marketing research problem?
2 Describe the sampling design process.
1 Under what conditions would a sample be preferable to a census? A census preferable to a sample?
8 appreciate how the growth in online panels is shaping the manner in which sampling may be designed and executed.
7 understand the sampling design process and the use of sampling techniques across countries;
6 identify the conditions that favour the use of non-probability sampling versus probability sampling;
4 describe the non-probability sampling techniques of convenience, judgemental, quota and snowball sampling;
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 differentiate a sample from a census and identify the conditions that favour the use of a sample versus a census;
4 In a small group, discuss the following issues: ‘Because questionnaire design is a craft, it is useless to follow a rigid set of guidelines. Rather, the process should be left entirely to the creativity and ingenuity of the researcher.’ and‘Asking sensitive classification questions such as
3 You have been hired as a management trainee by a firm that manufactures major household appliances. Your boss has asked you to develop a questionnaire to determine how households plan, purchase and use major appliances. This questionnaire is to be used in five European countries.However, you feel
2 Develop a questionnaire for determining household preferences for popular brands of cold breakfast cereals. Administer the questionnaire to five adult females, five adult males and five children. How would you modify the questionnaire if it was to be administered by telephone? What changes would
1 Heineken beer would like to conduct a survey of 18–25-year-old Europeans to determine the characteristics of its corporate image. Design a full questionnaire using survey software such as Google Forms, Qualtrics or SurveyMonkey. Administer this questionnaire in a mode of your choice to 25
15 Describe the issues involved in pilot-testing a questionnaire.
7 Explain the concepts of aided and unaided recall.
6 Explain the errors of omission, telescoping and creation. What can be done to reduce such errors?
5 What are the reasons why participants may be (a) unable to answer and (b)unwilling to answer the question asked?
4 How would you determine whether a specific question should be included in a questionnaire?
3 What does the researcher have to offer potential questionnaire participants?Why should this question be considered?
2 What expectations does the researcher have of potential questionnaire participants – in terms of how they will react to the experience of completing a questionnaire?
5 appreciate how technology is shaping the ways in which questionnaires are designed, delivered and experienced.
4 discuss the considerations involved in designing questionnaires that work across multiple countries and cultures;
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