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Marketing Research Applied Insight 6th Edition Daniel Nunan, David F. Burks, Naresh K. Malhotra - Solutions
3 describe the process of designing a questionnaire, the steps involved and guidelines that must be followed at each step;
2 understand the trade-offs that have to be made when designing a questionnaire;
1 explain the purpose of a questionnaire and its objectives of asking questions that participants can and will answer, engaging participants and minimising response error;
5 In a small group, discuss the following issues: ‘A brand could receive the highest median rank on a rank order scale of all the brands considered and still have poor sales’ and ‘It really does not matter which scaling technique you use. As long as your measure is reliable, you will get the
4 Design Likert scales to measure the usefulness of the Louis Vuitton Möet Hennessy website. Visit the site at www.lvmh.com and rate it on the scales that you have developed. After your site visit, were there any aspects of usefulness that you had not considered in devising your scales, what were
3 Develop a constant sum scale to determine preferences for restaurants.Administer this scale to a pilot sample of 20 students to determine their preferences for some of the popular restaurants in your town or city. Based on your pilot, evaluate the efficacy of the scale items you chose, and design
2 Develop three comparative (paired comparison, rank order and constant sum) scales to measure attitude towards five popular brands of soft drink(e.g. Coca Cola, Pepsi, Dr. Pepper, 7 Up and Red Bull). Administer each scale to five students. No student should be administered more than one scale.Note
1 You work in the marketing research department of a luxury watch brand. Your firm would like to measure the attitudes of retailers towards your brand and your main competitors. The attitudes would be measured using an online survey. You have been asked to develop an appropriate scale for this
15 How would you select a particular scaling technique?
14 What is validity? What is criterion validity? How is it assessed?
13 What is reliability? What are the differences between test–retest and alternative-forms reliability?
12 How does the nature and degree of verbal description affect the response to itemised rating scales?
11 Should an odd or even number of categories be used in an itemised rating scale?
10 What are the major decisions involved in constructing an itemised rating scale? How many scale categories should be used in an itemised rating scale? Why?
9 Describe the semantic differential scale and the Likert scale. For what purposes are these scales used?
8 Identify the type of scale (nominal, ordinal, interval or ratio) used in each of the following. Give reasons for your choice.a I like to listen to the radio when I am revising for exams Disagree Agree 1 2 3 4 5 b How old are you? _______________ c Rank the following activities in terms of your
7 Describe the constant sum scale. How is it different from the other comparative rating scales?
6 What is a paired comparison? What are the advantages and disadvantages of paired comparison scaling?
5 What is a comparative rating scale?
4 What are the advantages of a ratio scale over an interval scale? Are these advantages significant?
3 Describe and illustrate, with examples, the differences between a nominal and an ordinal scale.
2 Highlight any marketing phenomena that you feel may be problematic in terms of assigning numbers to characteristics of those phenomena.
7 discuss the criteria used for scale evaluation and explain how to assess reliability, validity and generalisability
6 discuss the decisions involved in constructing itemised rating scales;
5 describe the non-comparative scaling techniques, distinguish between continuous and itemised rating scales and explain Likert, semantic differential and Stapel scales;
4 classify and discuss scaling techniques as comparative and non-comparative and describe the comparative techniques of paired comparison, rank order, constant sum and Q-sort scaling;
3 discuss the primary scales of measurement and differentiate nominal, ordinal, interval and ratio scales;
2 explain the characteristics of description, order, distance and origin and how they define the level of measurement in a scale;
5 In a small group, discuss the following issue: ‘The potential to observe consumer buying behaviour online has created potential for a much wider application of experimental techniques.
4 Red Bull (www.redbull.com) has developed three alternative package designs to replace its current can design. Design an online-based experiment to determine which, if any, of these new package designs is superior to the current one.
3 Select two different perfume advertisements for any brand of perfume.Design and conduct an experiment to determine which advertisement is the most effective. Use a student sample, with 10 students being exposed to each advertisement (treatment condition). Develop your own measures of advertising
2 What potential difficulties do you see in conducting the experiment above?To what extent could the Louis Vuitton management help you overcome these difficulties?
1 You are a research and insight manager for Louis Vuitton (www.louisvuitton.com). The company would like to determine whether it should increase, decrease or maintain the current spend level of advertising. Design a field experiment to address this issue.
13 What is the main difference between a standard test market and a controlled test market?
12 What is test marketing? What are the major types of test marketing?
11 Should descriptive research be used for investigating causal relationships?Why or why not?
10 Compare the characteristics of laboratory and field experimentation.
9 What advantages do statistical designs have over basic designs?
8 How is a multiple time series design different from a basic time series design?
7 What is a time series experiment? When is it used?
6 List the steps involved in implementing the post-test-only control group design. Describe the design symbolically.
5 What is the key characteristic that distinguishes true experimental designs from pre-experimental designs?
4 Describe the various methods for controlling extraneous sources of variation.
3 List any five extraneous variables and give an example to show how each can reduce internal validity.
1 What are the requirements for inferring a causal relationship between two variables?
7 understand the problems of internal and external validity of field experiments when conducted in international markets
6 describe test marketing and its various forms: standard test market, controlled test market, simulated test market, electronic and other forms of test marketing;
4 describe and evaluate experimental designs and the differences among pre-experimental, true experimental, quasi-experimental and statistical designs;
3 discuss the various extraneous variables that can affect the validity of results obtained through experimentation and explain how the researcher can control extraneous variables;
2 define and differentiate two types of validity: internal validity and external validity;
5 In a small group, discuss the following issue: ‘Given the decline in response and cooperation rates to surveys, it would be much better for marketers to invest in quantitative observation techniques and forget conducting surveys.
4 You have been hired by a campus bookstore to observe covertly students making purchasing decisions while shopping. Spend 30 minutes making these observations and write a report that covers:a How you feel students make their purchasing decisions for books and any other goods available in the
3 Locate an online survey, print off the pages and examine the content carefully. What would be the relative advantages of administering the same survey via a street survey? What would a street interviewer need to change to make this survey effective in a street situation?
2 Visit the YouGov organisation’s website at www.yougov.com. Which survey methods have been used by YouGov in some of the recent surveys posted on this site? Given YouGov’s specialist studies and target participants, describe any limitations that you see in the survey methods it uses.
1 A manager from your college/university has been asked to review which survey method would be the most effective for a study of undergraduate experiences and attitudes at the end of each academic year. She has come to you to help her make the case. Explain which method would be best and why you
14 Describe a marketing research problem in which both survey and observation techniques could be used for obtaining the information needed.
13 Describe the relative advantages and disadvantages of observation.
12 What is the difference between qualitative and quantitative observation?
11 Describe the criteria by which you would evaluate the relative benefits of different observation techniques.
10 Explain, using examples, where trace analysis may be used.
9 How may electronic observation techniques be used in supermarkets?
8 How would you classify mystery shopping as an observation technique? Why would you classify it in this way?
7 What are the key advantages of conducting online surveys? Why are response rates to online surveys so low?
6 What are the distinct advantages of conducting a survey using CAPI technology compared with a traditional postal survey?
5 What are the relevant factors for evaluating which survey method is best suited to a particular research project?
4 Why do interviewers need to probe participants in surveys? What distinguishes survey probing from probing conducted in qualitative interviews?
3 Evaluate the reasons why response rates to surveys are declining.
2 Discuss the dilemma faced by the survey designer who wishes to develop a survey that is not prone to interviewer bias but also sees that interviewer rapport with participants is vital to the success of the survey?
1 Given that survey researchers may impose their language and logic upon potential participants, what do you see as being the advantages and disadvantages of conducting surveys?
7 appreciate how digital developments are shaping the manner in which surveys and quantitative observation techniques are managed and applied.
6 discuss the considerations involved in implementing surveys and observation techniques in an international setting;
5 describe the relative advantages and disadvantages of observation techniques and compare them with survey techniques;
4 identify the criteria for evaluating observation techniques, compare the different techniques and evaluate which are suited for a particular research project;
3 explain and classify the different quantitative observation techniques;
2 identify the criteria for evaluating survey techniques, compare the different techniques and evaluate which is the best for a particular research project;
1 discuss and classify survey techniques available to researchers, and describe various survey techniques;
5 In a small group, discuss the following issues: ‘Quantitative techniques of analysis and data display have no role to play in qualitative data analysis’and ‘Theoretical sampling could never work in commercial marketing research given that it creates an open-ended agenda of issues to explore
4 An ethnographic study is planned of young men using Lynx deodorant.Compare the relative merits of the qualitative data analysis packages ATLAS.ti(www.atlasti.com) and NVivo (www.qsrinternational.com) in terms of coping with the types of data that will be generated and the interpretations that
3 You have conducted a series of focus groups with 18 to 21 year olds about travelling home from evening events. As you complete each group, you ask participants to photograph significant events during their journeys home for the forthcoming weekend using their mobile phones. What would you do with
2 You have just started to work for a major qualitative marketing research agency. The CEO notes that her researchers use a great variety of methods to keep field notes, ranging from scrappy notes taken at interviews to detailed diaries. You have been given the task of designing a format of field
1 You have been given the task of conducting a series of in-depth interviews about luxury cruises targeted at women of 50 years of age and over. What preparatory work could you do to understand the characteristics of this subject, the target group and how the target group relates to the subject?
15 Why does the interpretation of qualitative findings have ethical implications?
14 Why is the researcher’s understanding of their social and cultural values particularly important in international marketing research?
13 Evaluate the main concerns that exist with the use of software in qualitative data analysis.
12 How may different types of software help in the whole process of qualitative data gathering and analysis?
11 How may theoretical sampling aid the process of verification?
10 Evaluate ‘when’ the stage of data verification should occur.
9 What advantages and disadvantages do you see in displaying qualitative data in a spreadsheet format?
8 Evaluate the purpose of displaying qualitative data.
7 What are the advantages and disadvantages of handing over recordings of qualitative interviews to a typist who has taken no part in the interviews?
6 What does the word ‘coding’ mean in the context of qualitative data analysis?What problems do you see associated with the process of coding?
5 What may be classified as ‘data’ when assembling data as part of the data analysis process?
4 What should be recorded in a field notebook?
3 Why should a qualitative researcher maintain a field notebook?
2 What is the significance of a qualitative researcher having a theoretical and marketing understanding of the subject they are researching?
1 How may the social and cultural background of researchers affect the way they:a gather qualitative data?b interpret the whole array of qualitative data they have gathered?
What kinds of discourse or discourses are apparent, e.g. postmodernism, feminism, spirituality?
Are is the advertisements using a dominant (everyday, mainstream), emergent (leadingedge, culturally dynamic) or residual (old-fashioned, lacking in energy) set of codes, or are residual codes being applied in an emergent way?
How do the advertisements work in relation to the brand’s history and its futures?
How do the advertisements measure up to the brand’s historical codes and those of its competitors?
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