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Marketing Research:An International Approach 1st Edition Marcus Schmidt; Svend Hollensen - Solutions
■ Describe the process of designing a questionnaire, the steps involved and guidelines that must be followed at each step.
■ Define the purpose of a questionnaire.
■ Explain the issues in international marketing research design.
■ Discuss the advantages and disadvantages of personal surveys, telephone surveys, and online surveys.
■ Specify an appropriate data collection method for a given research design.
■ Identify the main considerations when selecting a survey method.
■ Recognize the role of the questionnaire in the data collection process.
■ Understand the definition and purpose of research design.
15. What are the necessary conditions for a study’s generalizability?
14. What is the halo effect, and how does a researcher allow for it?
13. When assessing a measurement instrument’s construct validity, why is it necessary for the instrument to have a theoretical foundation?
12. What are the differences between test–retest and other forms of reliability? What is criterion validity? How is it assessed?
11. How does reliability differ from validity? In your answer, define each term.
10. Can random error be avoided? If so, how? If not, why not?
8. A marketing researcher wants to know which brand of shoe female consumers prefer from a choice of eighteen brands. Using a paired-comparison scale, how many comparisons are necessary?
7. Create a measurement instrument that measures college students’ degree of satisfaction with the computers they use.
6. What factors do researchers consider when deciding whether to use an even or an odd number of choices on a measurement scale?
5. What is the difference between a semantic differential scale and a Stapel scale? How are they similar?
4. Describe the constant-sum scale. How is it different from other comparative rating scales?
3. What is the difference between interval and ratio scales? How are they similar?
2. What is the difference between ordinal and interval scales? How are they similar?
■ Explain the relationship between reliability and validity
■ Identify ways to improve the reliability of measurement scales.
■ Discuss the main approaches to reliability and validity assessment.
■ Explain reliability and validity and distinguish between them.
■ Discuss the considerations involved in transferring and implementing standard measurement scales across borders (in an international setting).
■ Give a description of each of the well-known scales that are used to measure attitudes.
■ Introduce the different types of scales used for measuring attitudes.
■ Explain the concepts of measurement and scaling and show how the latter may be considered an extension of measurement.
11. Explain the stages in using the Delphi method. In which circumstances is it relevant to conduct a Delphi study within a company?
10. What stages are involved in the application of a grounded theory approach?
9. Consumer drawing tests may ask study participants to draw the kind of person that would be consuming a particular product. Draw a typical Citroën and VW car-owner.What do the drawings suggest about the participants’ perceptions of Citroën and VW car-owners?
8. Describe a projective technique that you feel would work particularly well by e-mail.
7. Describe the “word association technique” and the “story completion technique.”Give examples of the types of respondents and the context in which such techniques would work.
6. Describe a situation where an in-depth interview or a projective technique might upset potential respondents.
5. What is the purpose of projective techniques? Under what circumstances should projective techniques be used?
4. Which difficulties might be encountered when conducting qualitative in-depth interviews in an international context?
3. Why is the context of questioning particularly important when conducting in-depth interviews in international marketing research?
2. What are the requirements of a researcher undertaking in-depth interviews? Why are these requirements particularly important when conducting interviews with managers?
1. Compare and contrast the unique characteristics and advantages/disadvantages of the in-depth and focus group interviewing techniques.
■ Understand how a Delphi study and the scenario planning process is conducted.
■ Understand the ethical issues involved in collecting qualitative data, especially through in-depth interviews.
■ Explain other forms of qualitative research, for example projective techniques and action research.
■ Understand why and how qualitative researchers develop theory through a grounded approach.
■ Explain the difference between individual, in-depth interviews and focus groups.
6. Section 4.6 shows how to quantify an excerpt from a focus group discussion. Are there other forms of marketing communciation that could be used for quantitative analysis?
5. The Coca-Cola Company has asked you to conduct an online focus with worldwide heavy users of soft drinks. What problems would you foresee in starting up such a group?
4. What are the advantages of online focus groups?
3. Why is the focus group moderator so important?
2. What are the advantages and disadvantages of focus groups, compared with other methods?
1. In which business situations are focus groups a relevant research tool?
■ Explain how a software-supported quantitative analysis of a focus group can improve target-marketing strategy?
■ Provide an overview of challenges and prospects concerning quantitative analysis of qualitative data.
■ Discuss the advantages and disadvantages of conducting traditional and online focus group interviews.
■ Explain in which context online focus groups can be used.
■ Describe the different types of focus group research.
■ Understand the different steps in conducting focus group research.
■ Explain the purpose of focus groups.
8. What do you see as being the main ethical problems of?
7. Explain how mystery shopping can be used by:■ store chains managers;■ producers of brands sold in the store chains.
6. Describe a marketing research problem in which an observation method could be used in combination with another marketing research method.
5. How may electronic observations be used in supermarkets?
4. What kind of observational method should a supermarket manager use if he would like to know the popularity of a new cereal brand produced by Kelloggs?
3. Explain the relative advantages and disadvantages of observation methods.
2. What is the difference between mechanical and human observational methods?
1. In which situation would you recommend using observational methods in crossnational market research?
■ Explain the advantages and limitations of observational methods?
■ Discuss the main type of human observation: “mystery shopping.”
■ Explore the way retail scanner research has changed the marketing research industry.
■ Describe the types of mechanical observation.
■ Determine appropriate tracking research methods to be used as an alternative to questionnaires.
■ Understand the characteristics of observational methods years.
11. Why is the internet of such great value to researchers seeking secondary data?
10. What is the difference between “data warehouse” and “data mining”?
9. Collect data on beer consumption in your country for the latest available year.Calculate the per-capita consumption for your country and compare it with other countries, where data is available. What accounts for possible differences?
8. How would you design a CI system?
7. What are the major sources of competitive intelligence?
6. On what criteria should secondary data be evaluated?
5. What is the difference between internal and external secondary data?
3. Why is secondary often preferred to primary data?
2. Why should a company use all potential sources of secondary data before initiating primary data research?
1. Why is it important to know the purpose of a study based on secondary data?
■ How can we set up an organization for competitive intelligence?
■ What are the response patterns of our competitors?
■ What are the objectives and strategies of our competitors?
■ What are the strengths and weaknesses of our competitors (competitor audit)?
■ How do we learn about our competitors? (How do we gather competitor information?)
■ Who are our competitors?
■ How consistent is the information with other sources?
■ How was the information collected?
■ What information was collected?
■ Who collected the information?
■ Discuss the problems associated with secondary data in international marketing.
■ Explore the opportunities for searching secondary data using the internet.
■ Explain the difference between “data warehouse” and “data mining.”
■ Understand the search process for secondary data.
■ Describe some of the ways international marketers use secondary data.
■ Evaluate the “quality” of secondary data sources.
■ Understand the advantages and disadvantages of secondary data.
■ Define the secondary data sources used in international marketing research.
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