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Marketing Research:An International Approach 1st Edition Marcus Schmidt; Svend Hollensen - Solutions
■ Understand the output of latent class cluster analysis and a latent class regression.
■ Perform a cluster analysis of categorical data using appropriate software such as Latent Gold or SPSS.
■ Discuss which measurement conditions favour the application of a latent class analysis.
■ Explain in which situations a latent class model can be used for analyzing marketing problems.
■ Categorize a metric variable using SPSS.
■ Describe the potential pitfalls of using a CHAID model.
■ Run SPSS classification trees and interpret the results.
■ Identify the necessary scaling presumptions (dependent, dependents) for using a CHAID model.
■ Explain in which situations a CHAID model can be used for categorizing a data set.
2. A young businessman is considering entering politics. But how should he profile himself as a brand? He is unsure about how to approach this critical question. He is convinced, though, that physical appearance plays an important role. That is, whether he wears tie and suit or rather a pullover,
1. A publishing company is reconsidering the concept settings of its weekly pages, Yellow Paper, which carries many pages of classified advertising. It regards the four attributes in Table 14.33 as critical. The present readership is A1B2C2D2. Changing to a larger, broadsheet format would save
■ Explain how findings from a conjoint analysis can be improved by using a cluster analysis.
■ Illustrate what a utility value is and how it can be used.
■ Show how conjoint concepts are coded so that they can be analyzed via multiple regression.
■ Define an experimental design and how it is used in conjoint analysis.
■ Discuss how conjoint analysis works.
3. A car producer thinks that there is a correspondence between a consumer’s car and his/her housing. He supposes that the house owners generally own cars that are more expensive, than consumers who live in rented flats. So, he asks a research agency to phone a sample of consumers. Furthermore,
2. Download the file Dream_ Holiday_MDS.xls from www.pearsoned.co.uk/schmidt.This file contains the data discussed in Figure 13.1 and Figures 13.17–13.18. The worksheet Preferences(raw) contains forty-nine individuals’ preference ranking of twelve holiday destinations. In the related sheet
1. A publisher of comics is considering launching a magazine with a hero called Moon Night. The comic-strip hero has been known in the US for many years but – unlike the other ones in the test – this hero has never had its own comic magazine in the present country. The character resembles a
3. Based on your interpretation of Figure 13.1 you are asked to provide input for a new multimedia advertising campaign. Which overall themes should be targeted at which segments?
2. Based on your interpretation, does Figure 13.1 support the old management’s segmentation (the seven segments). Or do you think that the new management should change the company’s segmentation strategy? And if so, how could this be done?
1. Provide an interpretation of Figure 13.1. Note that the axes are arbitrary. The origin only serves as the centre of the structure. Also, left/right and up/down are arbitrary.What counts is the positioning of products (here: destinations) in relation to other products. Closeness indicates
■ Explain the underlying principle of correspondence analysis.
■ Describe how properties and preferences fit into the product space.
■ Clarify how a product space is to be interpreted.
■ Explain the basics of multidimensional scaling (MDS).
■ Explain why product positioning is a significant competitive tool.
2. One of the first marketing applications of factor analysis appeared in the Journal of Advertising Research (Stoetzel, 1960). The author had conducted a factor analysis of the liquor preferences of French consumers. Some issues later, another author had a paper published in the same journal,
1. One of the cases in the book’s main appendix is Appendix A-2, the Zaponia customer survey. Before proceeding, read this case carefully – particularly the comments on missing values – and download the appropriate files from www.pearsoned.co.uk/schmidt. The data files are available in SPSS
6. How could one use the results of the study to launch a campaign based on the internet?How could such a campaign be orchestrated?
5. What clues or ideas does the output of Table 11.31 give with regard to an advertising strategy? Can you come up with 2–3 themes for: advertisements in printed media (and if so, which type of media); 2–3 themes (overall promotional message) for a TV-advertisement campaign (and if so, which
4. (Optional). Assume that you have downloaded Dream_Holiday.sav: recall that the eighty-eight statements belong to six topics. Would the interpretation be helped if one carried out, say, a factor analysis on each subtopic?
3. (Optional) Go to the website connected to this book, www.pearsoned.co.uk/schmidt.Download the SPSS file Dream_Holiday.sav. Try to run the analysis using the above settings but with a different number of factors, say, with eight factors. How do you find this solution compared with your
2. What do you think about the eighty-eight statements? What about the weighting of statements? Does the selection or sum of statements constitute a fair representation or random sample of the tourism and vacation universe of statements and attitudes?
■ Show how to run a factor analysis in SPSS.
■ Outline how factor analysis can be used as input for an advertising strategy.
■ Understand why a rotation of factors often facilitates an interpretation.
■ Explain principles for deciding on the number of factors to extract.
■ Differentiate between a factor and a variable.
■ Describe the purpose of conducting a factor analysis.
■ Explain similarities between factor analysis and cluster analysis.
3. Finally, compare all four outputs obtained (two discriminant and two logistic regressions) with the original regression analysis output (Table 9.12). Which comparisons can be made between the regression output and the output from the discriminant analysis and from logistic regression?
2. Using the same data, now run two binary logistic regressions. Compare the two logistic regression models with regard to overall model fit and coefficient significance.Which run would you regard most successful and why?
1. The table below once more displays the small numerical example data set used for regression analysis (Table 9.14). In the same table we have twice been recoding values of the dependent variable Y1. In column IIa, values of Y1/II have been recoded so that 3, 4, and 5 are transformed to 1 while 1
■ Show how a logistic regression must be interpreted – compared with an ordinary regression analysis.
■ Clarify when a logistic regression analysis is appropriate and explain the difference between discriminant analysis and logit models.
■ Understand a classification table and misclassifications.
■ Explain the underlying rationale of a discriminant function and how it can be employed for prediction purposes.
■ Clarify the difference between regression analysis and discriminant analysis.
■ Define the circumstances when a discriminant analysis can be used for profiling categories.
3. In the numerical example on multiple regression (Tables 9.14–9.15) it turns out that the simple correlation among the predictors X2 and X3 is less than 0.5 (less than each of their respective simple correlation with the dependent variable). Is this a good or a bad sign from an overall model
2. Figure 9.12 displays a plot of interaction (based on Table 9.5). Compare this plot with ?
1. The propensity of an average German visitor to buy a Luxwell is about twice that of an Italian visitor (Table 9.11). How could this information be of use to Luxwell’s marketing managers?
■ Give a basic overview of methodological problems arising from the interaction of factor levels.
■ Explain when and how multiple regression can help study dependence relationships between sets of international data.
■ Define when and how analysis of variance and covariance can be used for studying problems related to cause and effect in international marketing.
■ Explain the difference between independent and dependent measures and distinguish between different types of measurement scales.
■ Give an overview of methodological and practical problems involved in gathering and analyzing data from foreign markets.
■ Explain the types of market research challenges facing a company.
4. Do you think the parameters of the Bass model (coefficient of imitation and innovation) differ on a cross-cultural basis? Everything else being equal, where do you believe the coefficient of innovation to be higher in each of these four pairs of countries (please substantiate):■ France or
3. Hypothesis: “If a product has proven to be successful in the home market, then the product’s diffusion rate in foreign markets is likely to be much faster than in the home market.” Debate on the pros and cons of this statement.
2. The forecast shown in Figure 8.5 (pagers and GPS units in Germany) was made in 1997. Update the sales from online sources and market estimates. How did the Bass forecast perform?
1. Could the GfK TESI test market simulator be used for forecasting the following product launches?■ Detergents in India.■ Chocolate in Luxembourg.■ Insurances in Poland.■ Cars in Germany.
■ Can it be improved and updated?
■ Is the model useable?
■ Can cost and benefit figures be assessed?
■ Does the model have diagnostic predictive properties?
■ Can the model parameters of interest be estimated?
■ A specification of the level of analysis ought to be clear: does one focus on generic product categories or selected brands?
■ The structure of the model must be easy to understand and appear straightforward to implement.
■ How can the necessary data be obtained? Are they accessible and available in the appropriate level of aggregation?
■ Discuss the applicability of generic models on international marketing problems.
■ Evaluate how model parameters affect product penetration.
■ Assess the value of additional information.
■ Be able to distinguish between categories of models.
■ Determine the characteristics of a successful model.
■ Explain the purpose of model construction.
23. Suggest a research design that could have prevented the case of mis-marketing described in the Marketing research in action box on page 167. Use a reliable, yet affordable research design. Face-to-face interviews with a nationally representative sample of, say, 2,000 children aged from six to
22. Discuss the factors that determine sample size.
21. Differentiate one-step from two-step area sampling, and indicate when each one is preferred.
20. What is meant by a “skewed” population? Illustrate what you think is a skewed population distribution variable and what it looks like.
19. What is the least expensive and least time-consuming of all sampling techniques?
18. What are the differences between proportionate and disproportionate stratified sampling?
17. Describe snowball sampling. Give an example of a situation in which you might use this type of sample. What are the dangers associated with this type of sample?
16. Distinguish between probability and non-probability samples. What are the advantages and disadvantages of each? Why are non-probability samples popular in marketing research?
15. Describe the sampling design process.
14. What problems are faced by researchers conducting research in developing countries?
13. What problems might be encountered by a domestic research company in conducting an international research study?
12. What are the advantages and disadvantages of online surveys?
11. Why is testing a questionnaire important?
10. Once a questionnaire is developed, what other factors need to be considered before giving it to interviewers?
9. Design three open-ended and three closed questions to measure consumers’ attitudes towards a make of car.
8. Outline the procedure for developing a questionnaire. Assume that you are developing a questionnaire for a new sandwich for a fast-food chain in several countries. Use this situation to discuss the questionnaire development.
7. What is a leading question? Give an example.
4. Discuss the advantages and disadvantages of open-ended questions and closed questions.
3. What kind of survey method would you recommend to research the question of why female shoppers choose a particular shop at which to buy clothing?
1. What is the purpose of a questionnaire?
■ Explain the steps in developing a sampling plan.
■ Understand the concept of sampling.
■ Discuss the considerations involved in designing questionnaires for international marketing research.
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