Marketing Research:An International Approach 1st Edition Marcus Schmidt; Svend Hollensen - Solutions

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3 From national or international newspapers, track down stories of successful entrepreneurial ventures. Evaluate the extent to which marketing research is attributed to their success and/or an awareness of their market(s).
2 Visit the website of the Market Research Society (www.mrs.org.uk). Work through the range of publications and support it gives to its members.Specifically visit the published code of conduct. Compare the MRS code of conduct with that available on the ESOMAR website (www.esomar.org).Are there any
1 Visit the website of TNS (www.tnsglobal.com). Examine the nature of the research services the firm offers and consider how you see them fitting together.
12 Summarise the nature of threats and opportunities that social media offer the researcher.
11 What arguments would you use to make the case for greater investment in marketing research?
10 What kinds of new skills are increasingly being demanded from researchers?
9 What arguments can be used by sceptics of marketing research?
8 Explain why there may be the need for iterations between stages of the marketing-research process.
7 Describe the steps in the marketing-research process.
6 Explain one way to classify marketing research suppliers and services.
5 What challenges exist in trying to quantify the size and growth of the marketing research industry on a global basis?
4 How may the effective problem-identification research enhance the practice of problem-solving research?
3 What do you see as the major challenges for researchers that emerge from the ESOMAR definition of marketing research?
2 What kinds of decisions are made by marketing managers? How does marketing research help in supporting these decisions?
1 Describe the purpose of marketing research.
6 appreciate the skills that researchers will need to succeed in the future world of marketing research.
5 understand the types and roles of research suppliers, including internal and external, full-service and limited-service suppliers;
4 appreciate the impact that technology is having on the marketing research industry;
3 distinguish between problem-identification and problem-solving marketing research;
2 describe a conceptual framework for conducting marketing research, as well as the steps in the marketing research process;
1 understand the nature and scope of marketing research and its role in supporting marketing decisions;
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
15 Is it necessary for every research project to have a set of hypotheses? Why or why not?
14 What are the differences between research questions and hypotheses?
13 What are the most common forms of analytical models?
12 What is the role of theory in the development of a research approach?
11 Describe the factors that may affect the approach to a research problem.
10 What are some differences between a marketing decision problem and a marketing research problem?
9 What interrelated events occur in the environmental context of a research problem?
8 Describe some of the reasons why management are often not clear about the‘real’ research problem that needs to be addressed.
7 What is the significance of the ‘background’ section of a research brief and research proposal?
6 How may a researcher be creative in interpreting a research brief and developing a 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 and developing a research approach in international marketing research
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?’.
3 From national or international newspapers, track down stories of successful entrepreneurial ventures. Evaluate the extent to which marketing research is attributed to their success and/or an awareness of their market(s).
2 Visit the website of the Market Research Society (www.mrs.org.uk). Work through the range of publications and support it gives to its members.Specifically visit the published code of conduct. Compare the MRS code of conduct with that available on the ESOMAR website (www.esomar.org). Are there any
1 Visit the website of TNS (www.tnsglobal.com). Examine the nature of the research services the firm offers and consider how you see them fitting together.
12 Summarise the nature of threats and opportunities that social media offer the researcher.
11 What arguments would you use to make the case for greater investment in marketing research?
10 What kinds of new skills are increasingly being demanded from researchers?
9 What arguments can be used by sceptics of marketing research?
8 Explain why there may be the need for iterations between stages of the marketing-research process.
7 Describe the steps in the marketing-research process.
6 Explain one way to classify marketing research suppliers and services.
5 What challenges exist in trying to quantify the size and growth of the marketing research industry on a global basis?
4 How may the effective problem-identification research enhance the practice of problem-solving research?
3 What do you see as the major challenges for researchers that emerge from the ESOMAR definition of marketing research?
2 What kinds of decisions are made by marketing managers? How does marketing research help in supporting these decisions?
1 Describe the purpose of marketing research.
8 appreciate the skills that researchers will need to succeed in the future world of marketing research
7 understand why some marketers may be sceptical of the value of marketing research;
6 understand the types and roles of research suppliers, including internal and external, full-service and limited-service suppliers;
5 appreciate the role of marketing research in different regions and countries throughout the world;
4 appreciate the impact that technology is having on the marketing research industry;
3 distinguish between problem-identification and problem-solving marketing research;
2 describe a conceptual framework for conducting marketing research, as well as the steps in the marketing research process;
1 understand the nature and scope of marketing research and its role in supporting marketing decisions;
■ Explain what makes an international marketing information system different from a marketing information system.
■ Describe the main elements of an MIS.
■ Explain the purpose of a marketing information system (MIS).
■ Explain how expected technological improvements and market developments will influence the use of data mining.
■ Provide an overview of the ingredients of a neural network.
■ Show how a rule model can be used for analyzing purchase patterns and product associations.
■ Explain the terms “stream canvas” and “node palette.”
■ Describe the scaling consequences of importing data from a data warehouse or database to a data-mining program.
■ Provide an overview of the elements of a data-mining application.
■ Explain the difference between analytical models and data mining.
2. Consider the following six variables:X1 Satisfaction with purchase of brand A at time t-1 X2 Satisfaction with purchase of brand B at time t-1 Y1 Stated probability to repurchase brand A at time t Y2 Stated probability to repurchase brand B at time t Y3 Amount of purchase of brand A at time t Y4
1. Download the file travelcost.sav from www.pearsoned.co.uk/schmidt. The file has two dependent (Y1, Y2) and four predictor variables (X1–X4):Y1 Fixed cost of travel Y2 Variable cost of travel X1 Age X2 Annual household income (€)X3 Household size X4 Length of trip in day
■ Determine which theoretical and empirical conditions must be present for building and testing an empirical SEM model in a marketing environment.
■ Briefly explain the meaning of terms like recursivity, model misspecification, over-and under-identification of a model, offending estimates and measurement error.
■ Discuss the purpose of re-specifying a model and of testing competing models.
■ Explain overall/absolute fit, incremental fit, and parsimonious fit.
■ Describe the difference between latent/hidden/unobservable constructs and manifest/indicators/manifest variables.
■ Explain what endogenous and exogenous constructs are.
■ Show a basic understanding of the ingredients of a causal model.
■ Describe the difference between exploratory factor analysis and confirmatory factor analysis.
■ Explain the similarities and differences between canonical analysis and structural equation modelling.
■ Give an overview of output statistics such as canonical loading, canonical cross loading, canonical pair, canonical components and the redundancy index.
■ Provide an interpretation of the canonical correlation coefficient.
■ Clarify in which marketing situations a canonical analysis may be appropriate.
1. Provided that you have access to SPSS Classification Trees (or comparable software for solving CHAID problems); download the file Satisfaction_Top.sav from www.pearsoned.co.uk/schmidt. The file has 1,294 observations. Split the file into two sub-samples, each having 647 observations: proceed
■ Explain the main difference between ordinary cluster analysis and latent class cluster analysis.

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Marketing Research:An International Approach 1st Edition Marcus Schmidt; Svend Hollensen - Solutions

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