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Marketing Research Applied Insight 6th Edition Daniel Nunan, David F. Burks, Naresh K. Malhotra - Solutions
What codes (i.e. bundles of signs) do the advertisements use?
How do the form and content of the advertisements work together?
How do the advertisements work on a symbolic/metaphorical and on a product/metonymical (literal) level?
What signifieds (i.e. the conceptual sign – what it means) might they be creating and to whom?
What are the major signifiers (i.e. the material signs – what it is)?
9 appreciate the strengths and weaknesses of analysing data using qualitative analysis software.
8 understand the ethical implications of the ways that qualitative researchers interpret data;
7 appreciate the nature and roles of grounded theory, content analysis and semiotics in qualitative data analysis;
6 understand why qualitative data analysis pervades the whole process of data gathering and why the stages of analysis are iterative;
5 appreciate the benefits of being able to display the meaning and structure that qualitative researchers see in their data;
4 explain the nature and role of coding in the stage of reducing qualitative data;
3 describe the array of data types that qualify as qualitative data;
2 describe the stages involved in analysing qualitative data;
1 understand the importance of qualitative researchers being able to reflect upon and understand the social and cultural values that shape the way they gather and interpret qualitative data;
5 In a small group discuss the following issues: ‘Are there any dangers (for researchers and participants) in conducting in-depth studies on issues that participants hardly reflect upon on a day-to-day basis?’ and ‘Projective techniques cannot work well with shy and introverted
4 Jeffery West shoes (www.jeffery-west.co.uk) wishes to develop an understanding of its brand personality. Design a role-playing scenario that will help to achieve this aim. Who would you invite to the sessions? Where would you run the sessions? What roles would you ask the participants to play?
3 A cosmetics firm would like to increase its penetration of the student market through a new range of organic and ‘ethical’ products. Conduct two experimental in-depth interviews with a male and female student. Write a report setting out plans for any subsequent form of in-depth interviews and
2 Baileys Irish Cream wishes to better understand customer experiences of serving and enjoying its drink. Develop a cartoon test for this purpose.
1 Could an in-depth interview about the phenomenon of online casinos be conducted online? Present a case for how you would conduct such interviews and set out what you see as the advantages and disadvantages of this approach.
15 What limitations are there to conducting in-depth interviews online, compared with meeting participants face to face?
14 Describe a projective technique that you feel would work particularly well online – without the use of webcams.
13 Why may in-depth interviews or projective techniques upset or disturb participants?
12 Why is the context of questioning particularly important when conducting in-depth interviews in international marketing research?
11 Describe the criteria by which researchers may evaluate the relative worth of qualitative techniques.
10 Describe the ‘story completion’ technique. Give an example of the type of participant and the context in which such a technique would work.
9 Describe the ‘word association’ technique. Give an example of a situation in which this technique is especially useful.
8 What are projective techniques? In what circumstances should projective techniques be used?
7 Choose any particular application of an in-depth interview and present a case for why you think the technique may work much better than a focus group.
6 Evaluate the context and timing requirements that you think would be needed to make the repertory grid technique work.
5 Describe the process of administering the repertory grid technique.
4 Why may a structure be applied to the in-depth interview in the form of laddering or the repertory grid technique?
3 What are the requirements of the researcher undertaking in-depth interviews? Why are these requirements particularly important when conducting interviews with managers?
2 What are the major advantages of in-depth interviews?
1 What is an in-depth interview? Summarise the process of administering an in-depth interview.
6 appreciate how technology is shaping the manner in which in-depth interviews and projective techniques are managed.
5 understand the context of interviewing and language problems that should be considered by qualitative researchers operating across different countries and cultures;
4 describe projective techniques in detail and compare association, completion, construction and expressive techniques;
3 explain how theory may be used to create structure to questioning and analysis in in-depth interviewing by reference to the laddering technique and the repertory grid technique;
2 describe in-depth interview techniques in detail, citing their advantages, disadvantages and applications;
1 understand why the in-depth interview is defined as a direct qualitative research technique and observation and projective techniques are defined as indirect techniques;
5 In a small group discuss the following issues: ‘The dress, appearance and speech of the moderator create biases in group discussions that cannot be evaluated’and ‘Mood boards created in focus groups are more useful to marketing decision makers compared with a formal written analysis of the
4 Visit the website of the Association of Qualitative Research Practitioners(www.aqr.org.uk). Examine the reports and views of contributing practitioners(look in the news and inspiration section) and write a report on what you feel are the latest developments and/or opportunities in the use of
3 You are a brand manager for Red Bull energy drinks. You wish to invest in an online focus group study of energy-drink buyers. Explain how you would identify and recruit such participants from across the globe. What incentive(s) would you offer potential participants?
2 Your campus sports centre is trying to recruit more members from the local non-student community. In achieving this aim, evaluate the marketing decisions that could be supported by focus groups, either as a technique in its own right or as validated with other techniques.
1 Following the methods outlined in this chapter, develop a plan for conducting a focus group study to determine consumers’ attitudes towards organic foods. Specify the objectives for the groups, write a screening questionnaire, list potential props or physical stimuli that you could use in the
15 What is a Marketing Research Online Community (MROC)? How can an MROC be viewed as a group-based qualitative research technique?
14 Describe the opportunities and difficulties that may occur if alcoholic drinks are served during focus group discussions.
13 What is an online focus group? What are the distinct advantages and disadvantages of running online compared with traditional focus groups?
12 Describe the purpose and benefits of using stimulus material in a focus group.
11 What determines the number of focus groups that should be undertaken in any research project?
10 What can the researcher do to make potential participants want to take part in a focus group?
9 What are the relative advantages and disadvantages of being able to observe covertly a focus group discussion?
8 Why is the focus group moderator so important to the success of a focus group discussion?
7 To what extent can a moderator achieve an ‘objective detachment’ from a focus group discussion?
6 What does a ‘comfortable setting’ mean in the context of running a focus group?
5 Evaluate the purpose of running an experimental focus group discussion.
4 What determines the questions, issues and probes used in a focus group?
3 What are the difficulties in conducting focus groups with managers or professionals?
2 What are the key benefits and drawbacks of conducting focus group discussions?
1 Why may researchers not wish to fully reveal the purpose of a focus group discussion with participants before it starts?
6 understand the differences between online and traditional focus groups.
5 describe alternative ways of conducting qualitative research in group settings;
4 understand the myths that are associated with the application of focus groups;
3 evaluate the advantages and disadvantages of focus groups;
2 describe focus groups in detail, with an emphasis on planning and conducting focus groups;
1 understand why the focus group is defined as a direct qualitative research technique;
5 In a small group, discuss the following issues: ‘Quantitative research is more important than qualitative research because it generates conclusive findings’and ‘Qualitative research should always be followed by quantitative research to confirm the qualitative findings’.
4 In the above case of an ethnographic study of young gamers for Microsoft, what would you feel to be appropriate contexts or circumstances to conduct this work?
3 You are a brand manager for Microsoft’s Xbox division. You wish to invest in an ethnographic study (that could include netnography techniques) of young gamers who regularly play multi-player online games. Ask another student to play the role of marketing director. What case would you make to
2 Would a 12-year-old schoolchild who has not been exposed to any academic theories about ‘service delivery quality’ be more creative and open-minded, and thus better suited to conduct a grounded theory approach, compared with a 22-year-old business studies graduate? Would your view change in
1 An advertising agency has selected three pieces of music that it could use in a new advertising campaign. It has come to you as a researcher to help in making the case for selecting the right piece of music for the campaign. What would be the case for using qualitative techniques for this task?
15 What do you see as the key advantages and challenges of conducting qualitative research online?
14 Describe the key elements to be balanced in the application of action research.
13 What does ‘listening’ mean for the qualitative researcher? How may researchers ‘listen’ to consumers?
12 Is it possible for researchers to be objective?
11 What stages are involved in the application of a grounded theory approach?
10 Describe and illustrate two research techniques that may be utilised in ethnographic research.
9 Why may marketing decision makers wish to understand the context of consumption?
8 What is netnography? What additional consumer insights can netnography deliver?
7 What does ethnographic research aim to achieve in the study of consumers?
6 What role does theory play in the approaches adopted by positivist and interpretivist researchers?
5 In what ways may the positivist and the interpretivist view potential research participants?
4 Describe the characteristics of positivist and interpretivist researchers.
3 Evaluate the differences between a European and an American approach to qualitative research.
2 Why is it not always possible or desirable to use quantitative marketing research techniques?
1 What criticisms do qualitative researchers make of the approaches adopted by quantitative researchers, and vice versa?
9 describe how developments in social media research have changed established qualitative research techniques and added new techniques.
8 understand the ethical issues involved in collecting and analysing qualitative data;
7 discuss the considerations involved in collecting and analysing qualitative data collected from international markets;
6 explain the potential of action research to qualitative researchers;
5 understand how qualitative researchers develop knowledge through a grounded theory approach;
4 understand the nature and application of ethnographic approaches;
3 understand the basic philosophical stances that underpin qualitative research;
2 describe why qualitative research is used in marketing research;
5 Visit the Google website (www.google.co.uk/analytics/) and evaluate its Google Analytics 360 Suite, designed for enterprise users. Write a report on the potential limitations of using Google Analytics as an enterprise tool.
4 Visit the SPSS website (www.ibm.com/software/analytics/spss) and evaluate its ‘predictive analytics’ products. Write a report on how marketing research may feed into and/or feed from predictive analytics for key decisions that may be planned by either a bank or major retailer.
3 You are a marketing manager for Nescafé coffee. One of your major customers is a supermarket that uses a loyalty card scheme to observe its customers electronically.a What would this supermarket know about coffee-buying behaviour through its scheme?b If it would not share this with you, evaluate
2 Call in at a supermarket or store that operates a reward or loyalty card scheme that requires you to apply for membership. Pick up an application form or look for one online and examine the nature of questions you are expected to answer.a What marketing research use can be made of the data
1 Visit the websites of Acorn (www.caci.co.uk) and Mosaic (www.experian.co.uk). Imagine that you have been commissioned to select a geodemographic system to help a newspaper publisher in a major European city.a For such a business, how may a geodemographic system be used for marketing decision
12 What might be the limitations of using Google Analytics as a source of data for marketing research projects?
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