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marketing research
Marketing Research Applied Insight 6th Edition Daniel Nunan, David F. Burks, Naresh K. Malhotra - Solutions
11 What is big data? What are the core dimensions of big data (the four Vs)?
10 How does the compilation of different types of data help to build a strong‘picture’ of consumer characteristics?
9 How may the data from web analytics support the practice of marketing research?
8 How may data from customer relationship management systems support the practice of marketing research?
7 What is a geodemographic classification of consumers?
6 Why may the characteristics of consumers differ, based upon where they live?
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.
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.
3 What other sources, beyond electronic scanner devices, electronically observe customer behaviour?
2 What kinds of data can be gathered through electronic scanner devices?
1 How may ‘operational data’ held in organisations help to build up an understanding of customer behaviour?
9 appreciate how different technological developments have increased the breadth of internally generated secondary data.
8 understand the ethical problems of having individual consumer data held on databases;
7 appreciate the challenges of international data capture issues;
6 appreciate how different sources of customer data and marketing research can build up behavioural and attitudinal profiles of target markets;
5 understand how web analytics can capture and model customer data and thus support marketing research;
4 understand how customer relationship systems can capture and model customer data and thus support marketing research;
3 understand how geodemographic information systems can help in integrating and displaying customer data;
2 appreciate how different types of company databases have developed into powerful means to understand customer behaviour;
1 describe the nature and purpose of researchers utilising internal sources of secondary data;
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
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 its
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 Hennessy
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 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
15 What is an audit? Describe the uses, advantages and disadvantages of audits.
14 Explain what an online panel is, giving examples of different types of panel.What are the advantages and disadvantages of online panels?
13 List and describe the main types of syndicated sources of secondary data.
12 Evaluate the desirability of using multiple sources of secondary data and intelligence.
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?
10 To what extent should you use a secondary data source if you cannot see any explicit objectives attached to that research?
9 What criteria would you look for when examining the design and specifications of secondary data? Why is it important to examine these criteria?
8 By what criteria may secondary data be evaluated?
7 How can intranets help in the location and dissemination of secondary data?
6 What is the difference between internal and external secondary data?
5 How may secondary data be used to validate qualitative research findings?
4 Why is it important to locate and analyse secondary data before progressing to primary data?
3 At what stages of the marketing research process can secondary data be used?
2 What are the relative advantages and disadvantages of secondary data?
1 What are the differences between primary data, secondary data and marketing intelligence?
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.
7 understand the researchers’ challenges in coping with the burgeoning amount of externally generated secondary data;
6 explain the need to use multiple sources of secondary data and describe single-source data;
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;
4 describe in detail the different sources of secondary data, focusing upon external sources in the form of published materials and syndicated services;
3 evaluate secondary data using the criteria of specifications, error, currency, objectives, nature and dependability;
2 analyse the advantages and disadvantages of secondary data and their uses in the various steps of the marketing research process;
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: ‘There are many potential sources of error in a research project. It is impossible to control all of them.Hence, all marketing research contains errors and we cannot be confident of the findings.’ And ‘If a research budget is limited, small
4 Visit the website of the research organisation JD Power and Associates (www.jdpower.com). Work through its corporate site and choose a study that it has conducted. What research design was used for this study and what potential error issues could emerge given the nature of what it was
3 Visit www.netflix.com (look for the site in your home country) and search online using your library’s online databases to gather information of consumers’ attitudes towards TV and movie streaming services. Netflix would like to determine consumers’ attitudes towards entertainment streaming
2 Visit the website of the MRS. Browse through its Research Buyer’s Guide(www.theresearchbuyersguide.com) to get a feel for the nature of industries and marketing issues that may be supported by exploratory studies. Find the agency Brainjuicer and examine the work of this research company
1 Imagine that you are the researcher appointed by BMW and that you have been hired to conduct a study of its corporate image.a Discuss the potential issues that may affect your choice of context in which to interview female executives who buy the 7-series cars.b Discuss the potential issues that
15 Why is it important to minimise total error rather than any particular source of error?
14 What potential sources of error can affect a research design?
13 What is the relationship between exploratory, descriptive and causal research?
12 What is a causal research design? What is its purpose?
11 Describe cohort analysis. Why is it of special interest?
10 Compare and contrast cross-sectional and longitudinal designs.
9 Discuss the advantages and disadvantages of access panels.
8 What are the major purposes for which descriptive research is conducted?
7 Describe how quantitative techniques may be used in exploratory research.
6 What are the major purposes for which exploratory research is conducted?
5 Differentiate between exploratory and conclusive research.
4 How does formulating a research design differ from developing an approach to a problem?
3 How does the subject of a study, as seen by potential research participants, affect research design?
2 What expectations do marketing decision makers have of research designs?
5 describe the major sources of errors in a research design, including random sampling error and the various sources of non-sampling error.
4 understand the strengths and weaknesses of key research designs;
3 understand how participants or the subjects of research design affect research design choices;
2 compare the basic research designs: exploratory, descriptive and causal;
1 define research design, classify various research designs and explain the differences between exploratory and conclusive research designs;
5 Visit www.fabindia.com. In particular, look at the sections that describe the vision and philosophy behind this business. Gather online secondary data and business intelligence from online sources, especially your library’s online databases. If Fabindia were to develop its brand further in
4 Visit www.innocentdrinks.co.uk and other relevant sources of business news and gather relevant information about the marketing challenges of Innocent Smoothies. As a brand manager for Innocent Smoothies you are concerned about improving the performance of your brand. Identify possible factors
3 In a small group discuss the following issues: ‘Is it feasible that marketing decision makers may not conceive of or be able to express the nature of decision support they need? What are the implications of such a possibility in the development of research proposals?’ And ‘From where may
2 You are a consultant to Audi AG, working on a project for their Lamborghini subsidiary.a Use online databases to compile a list of articles related to the Lamborghini and the global high-performance luxury car market in the past year.b Visit the Lamborghini and Ferrari websites and evaluate the
1 Imagine that you are the Marketing Director of Lufthansa.a Make a list of potential marketing objectives whose fulfilment could improve the performance of Lufthansa.b Select what you feel would be the most important marketing objective.Develop a set of marketing research objectives that you
13 Is it necessary for every research project to have a set of hypotheses? Why or why not?
12 What are the differences between research questions and hypotheses?
11 What is the role of theory in the development of a research approach?
10 Describe the factors that may affect the approach to a research problem.
9 What are some differences between a marketing decision problem and a marketing research problem?
8 What interrelated events occur in the environmental context of a research problem?
7 Describe some of the reasons why management are often not clear about the ‘real’ research problem that needs to be addressed.
6 What is the significance of the ‘background’ section of a research brief and research proposal?
5 What are the components of a marketing research proposal?
4 What are the components of a marketing research brief?
3 What is the role of the researcher in the problem definition process?
2 Why is it vital to define the marketing research problem correctly?
1 What is the nature of the first step in conducting a marketing research project?
8 acquire an appreciation of the complexity involved in defining the problem.
7 understand the role of theory in the development and execution of applied marketing research;
6 explain the structure of a well-defined marketing research problem, including the broad statement and the specific components;
5 clarify the distinction between the marketing decision problem and the marketing research problem;
4 discuss the environmental factors affecting the definition of the research problem;
3 discuss in detail the nature and various components of a research brief and a research proposal;
2 describe the tasks involved in problem definition;
1 understand the importance of, and the process used in, defining marketing research problems;
5 Re-read the quote from Steve Jobs earlier in this chapter. Using the internet, identify other business leaders who have made comments around the effectiveness of market research, positive or negative. Examine their statements and consider the extent to which you agree with them.
4 In a small group discuss the following issue: ‘What is the ideal educational background for someone seeking a career in marketing research?’
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