Questions and Answers of Marketing Research

Honda USA is interested in learning what its 1,050 U.S. dealers think about a new service program the carmaker began providing to dealers at the beginning of last year. Honda USA wants to know if the
Applebee’s Restaurants has spent tens of thousands of dollars on advertising in the last two years. Marketing executives want to measure what effect the advertising has had, and they decide to
Belk has a chain of department stores across the South. Top management requires that each store manager collect, maintain, and respond to customer complaints (emails, letters, calls, etc.). Each
Located on the outskirts of a large city, the suburb of Peaceful Valley comprises approximately 6,000 upscale homes.The subdivision was made 10 years ago when a developer built an earthen dam on
Jetadiah Brown wants to establish a pet store called Jet’s Pets. Jet thinks there is an opportunity on the north side of the city, because he knows that many new subdivisions have been built there
A researcher knows from experience the average costs of various data collection alternatives, as represented in the following table:If $2,500 is allocated in the research budget for data collection,
CheggBooks specializes in selling and renting used textbooks. It buys its books with its online “sell books” feature, which allows college students to enter information about their books’
Donald Heel is the Microwave Oven Division Manager of Sharp Products. Don proposes a $50 cash rebate program as a means of promoting Sharp’s new crisp-broil-and-grill microwave oven. However, the
Target is a major retail store chain specializing in good quality merchandise and good values for its customers. Currently Target operates about 1,700 stores, including more than 200 “Super
Bounty, a Procter & Gamble (P&G) brand, competes with several other paper towel brands. Brawny has been the market leader for the past several years, while Bounty, Viva, and Scott have been market
The president of a mall-intercept company located in a nearby discount mall calls on the insurance company where you work in an effort to solicit business.It happens that your company is about to do
After brainstorming, two enterprising college students have come up with what they think is the perfect personal protection app. One of these entrepreneurs, an engineering major, has designed a cell
Explain the concept of variability and relate how it helps in the description of responses to a particular question on a questionnaire.
For each of the cases in question 8, what is the appropriate central tendency measure?Data from question 8Explain why the mean is an inappropriate measure of central tendency in each of the following
If you use the standard deviation as a measure of the variability in a sample, what statistical assumptions have you implicitly adopted?
Here are several computation practice exercises to help you identify which formulas pertain and learn how to perform the necessary calculations. In each case, perform the necessary calculations and
Cory Rogers of CMG Research called a meeting with Jeff Dean, the client who needed research on the demand for a new, upscale restaurant to possibly be called L’Experience, with marketing intern
Cory Rogers of CMG Research called a meeting with Nick Thomas, with Celeste Brown, CMG analyst, also attending. After meeting for about 20 minutes, Celeste understood that the Auto Concepts
What is a cross-tabulation? Give an example.
Hungry Dragon is a Chinese restaurant specializing in spicy Hunan dishes. It does not have a website, but it has a Twitter account where customers can post comments. On every other week, for a 12
Emma Grant uses both Uber and Lyft with different results. She keeps the following record of her recent trips. Using SPSS, Excel, or some other graphical capability, diagram the regression lines for
It is Monday, and today is your first day in your new marketing internship. After a rigorous application and review process including two grueling interviews with Cory Rogers and Celeste Brown, you
In MROC, we are the researchers, they are the participants. What would happen if we were to bring down these walls and turn participants into researchers? Our recent case studies demonstrate that
Explain the difference between a traditional marketing research survey and a social media community research project.
How can one conduct a focus group using Facebook?
When Procter & Gamble was developing scents for a new product line, it asked members of its online community to simply record the scents that they encountered over the course of a day that made them
My ethnography-based research touched four continents and involved interactions with more than 10,000 people over the course of three-and-a-half months on the road. After over 730 hours of field
The emergence of socially responsible business models has changed the way some consumers think about businesses, but it has also changed the way businesses think about consumers. Buy-one-give-one
Consumers have limited budgets and consumption capacities, so when companies want to make changes to a product line, managers want to know how those changes would affect the choices people make
Alcon Laboratories has just completed a series of product tests for a new over-the-counter eyedrop product. This product proved very effective in clearing up bloodshot eyes in clinical trials and has
You don’t know what you don’t know. This truism often lurks in my mind as I am designing a questionnaire. I feel it is my job to ask just the right questions so that my clients can obtain the
When you consider that women control more than $7 trillion in domestic spending and more than 85 percent of purchase decisions across most major categories, it’s no wonder that marketers are
Survey Sampling International ran a series of surveys designed to examine the differences between the performances of a “standard” 5-point Likert scale and a Flashbased slider scale. The two
What are determinant attitudes and why are they important?
Explain the concept of scale equivalence.
Discuss the relationship between customer satisfaction and profits.
Over the past several years, pharmaceutical companies have begun leveraging customer loyalty and engagement research to strengthen competitive positionings, improve customer experiences, and deliver
No other methodology now rivals the Internet for market research. You can target almost any kind of respondent group, and they can answer thoughtfully and thoroughly at their leisure. Here are 10
A course in statistical methods was part of my statistics major program at Iowa State College. Mail surveys were covered in the course—for about six seconds. “We won’t bother with that since
The proliferation of smart, web-ready mobile devices continues unabated, and for many consumers these machines are replacing their desktop and laptop computers, which, until recently, were the
1. Remember the reality of the real estate. Mobile phone screens are a small fraction of the size of PC screens and, though larger, tablet screens are still only half or less the size of PC
Discuss the advantages and disadvantages of open-ended questions and closed-ended questions.
Sonic Drive-Ins has recently reviewed information for a number of surveys involving various types of product evaluations. All the surveys were completed online with customers recruited from their
Medical researchers at the University of North Carolina at Chapel Hill wanted to provide the most representative sampling frame for a population-based study of the spread of HIV among heterosexual
Address-Based Sampling (ABS) offers potential benefits in comparison to a strictly telephone-based method of contact. Landlines offer access to only about 75 percent of U.S. households, and
Online research programs can often benefit by building samples from multiple respondent pools. Achieving a truly representative sample is a difficult process for many reasons. When drawing from a
Most researchers prefer building a sample from a single source. In many cases, however, getting a truly representative sample from a single source is becoming more difficult. Survey Sampling
The Research Group has been hired by the National Internet Service Providers Association to determine the following:▪ What specific factors motivate people to choose a particular Internet service
Joe Stewart of Community Bank has been tasked by the board of directors of the bank with conducting a survey in the community they serve. Community has been a rapidly growing bank serving a single
The fact that some people fail to respond to a poll or respond only selectively to certain questions, ignoring others, can distort the accuracy of a survey. Market researchers call this nonresponse
In a qualitative research project, how large should the sample be? How many focus groups, individual depth interviews (IDIs), or online bulletin board focus groups are needed? One suggested rule is
Concomm Telecom is a major provider of comprehensive communications services for residential users. It offers a package including local and long-distance telephone, digital cable, Internet, and
The advent of data warehouses gave businesses the power to collect, store, and analyze information from multiple corporate systems in a single, high-performance environment. However, business
Schwan’s Home Service, Inc., a business unit of the Schwan Food Company, markets and distributes approximately 400 frozen foods under the Schwan’s® brand through home-delivery and mail order
Waffle World is a chain of 175 restaurants that serve nothing but different forms of waffles. Or, at least, every item they serve includes waffles. It has recently completed a taste test of a new
Tico Taco has recently opened its seventeenth store in Wyoming. Currently, the chain offers tacos, fajitas, and burritos. Management is considering offering a super taco that would be two times as
The logic of statistical (stat) testing is not complex, but it can be difficult to understand, because it is the reverse of everyday logic and what normal people expect. Basically, to determine if
How’s a researcher to know which kind of statistical testing procedure software to use to generate marketing research data tables? Three basic rules can help marketers determine which testing
The presence of statistical significance in marketing research analysis can be deceptive. Statistical significance does not necessarily mean that the difference has any practical significance. In
Since the opening of America’s first golf course in Charleston in 1786, golf has played a big role in the economy of South Carolina. Economic activity from visiting golfers on and off golf courses
ANOVA, or the analysis of variance, is a statistical test devised in the 1920s by the English statistician, Ronald A. Fisher. British microbiologists Richard Armstrong and Anthony Hilton, both at
Marc Mulwray is the new marketing research director for AT&T Wireless. Marc was hired to help AT&T address new challenges from Verizon, Sprint, and T-Mobile in the highly competitive environment for
MTV’s Teen Mom has been very controversial. But it has become a tool of public health. A study released by the National Bureau of Economic Research declares that MTV’s “Teen Mom
Key driver analysis is a broad term used to cover a variety of analytical techniques. It always involves at least one dependent or criterion variable and one or (typically) multiple independent or
Is Pearson’s product–moment correlation the best way to test reliability between a test and its retest scores? Maybe not, say Miaofen Yen, PhD, RN, and Li-Hua Lo, PhD, RN, both professors at
A correlation coefficient ranges from −1 to 1, with higher numbers (in either the positive or negative direction), indicating a stronger association between variables. Two frequently used methods
Pearson’s product–moment correlation is an appropriate statistical tool for cases involving a comparison between two variables, X and Y , with metric data. It produces a coefficient, called r ,
A sales manager of a life insurance firm administered a standard multiple-item job satisfaction scale to all the members of the firm’s salesforce. The manager then correlated (Pearson’s
It has been observed in the past that when an AFC team wins the Super Bowl, the stock market rises in the first quarter of the year in almost every case. When an NFC team wins the Super Bowl, the
The following table gives data collected by a convenience store chain for 20 of its stores.Column 1: ID number for each store Column 2: Annual sales for the store for the previous year in thousands
Interpret the following:a. Y =.11+.009X , where Y is the likelihood of sending children to college and X is family income in thousands of dollars. Remember: It is family income in thousands.(1)
The following ANOVA summary data are the result of a regression with sales per year (dependent variable) as a function of promotion expenditures per year (independent variable) for a toy company.The
Fred Luttrell is the new product development manager for Axcis Athletic Shoe Company. He recently completed consumer testing of 12 new shoe concepts. As part of this test, a panel of consumers was
Lambda Networks has had great success selling mobile hotspots with a social twist. With Lambda, you pay for data as you go and take it with you on your 4G mobile hotspot You can post to Facebook,
Statisticians have been in high demand for many years due to the rapid increase in corporate databases throughout the world. However, the rise of social media and mobile applications has created a
The astute marketing researcher knows that different marketing questions often require different types of analytical tools. With the wide array of tools at their disposal, researchers need to
What is Hadoop? How does it relate to big data?
The Problem Pizza Quik is a regional chain of pizza restaurants operating in seven states in the Midwest. Pizza Quik has adopted a total quality management (or TQM) orientation.18 As part of this
It happens all too often. As a market researcher, you slave away for countless hours in pursuit of insightful data but, to your shock, your research report flops and your data are dead in the water.
Researchers are caring by nature. We worry about many things during a project. We make sure every last detail of the survey is perfect. We write—and rewrite—questions, thinking about that one
Good researchers deliver accurate information. Great researchers deliver business insights. The challenge for many research managers is how to be perceived as insightful thinkers who are actively
It’s not uncommon for market researchers to also participate in the technology development at their firm. Confirmit, a market research firm, polls those researchers in its Market Research Software
It is essential to have a philosophy that allows you to think about clients beyond the project if you want to establish lasting working relationships—in business and beyond. Built over many years
Managing a project can seem daunting because projects can differ in size from small and simple to large and complex. Whether you are planning a project, a charity event, your dream house by the
Ideal marketing researchers need good quantitative skills. More importantly, in today’s competitive and dynamic markets, new researchers need other skills and characteristics.Lifelong Learners The
Since Richard Davies became Newell’s chief marketing officer, he’s instituted big changes for the company that markets such brands as Paper Mate pens, Graco baby products, Rubbermaid storage
Should a survey presentation say, “The margin of error is plus or minus 3 percent”? If not, what problem does it present?
What policies need to be put in place to ensure that research projects are handled in a timely manner? What steps should be taken if a project falls behind schedule?
How can a research supplier develop its employees?
Should every firm conduct a client profitability study? Why or why not?
Is outsourcing beneficial to the marketing research industry? Why or why not? What about insourcing?
Explain the relationship between insights, creativity, and innovation.
How should one allocate a corporate marketing research budget? Is this the only way?
What is an acceptable method of prioritizing research projects in a research department?
What should marketing research do in order to play a more strategic role in the organization?
Assume that a company is trying to determine whether to enter a new market. The estimated first year’s revenue is $2.2 million. Because management knows a little about this market, it is 20 percent
What steps and actions should a research supplier take to try to become a strategic partner with a research client?
Larry Walther started his research company in 1992 in Phoenix, Arizona. He began with a few local clients and two employees. Interviewers were hired as subcontractors and were paid only when his
Johnny Jets Drive-Ins is a quick-service restaurant (QSR) organization with more than 4,500 locations in 27 states. Johnny Jets offers customers the option to eat at the restaurant location (in car,
Joseph Rydholm is the editor of Quirk’s Marketing Research Review, the industry’s most popular and influential trade magazine. Here, Joe quotes Quartz, an online news source that focuses on the

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