Marketing Research: A Practical Approach 1st Edition Bonita Kolb - Solutions

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4. How might the following use international marketing research? Be specific.
3. Which factors will determine whether a firm decides to “make-or-buy” – that is to outsource most of the market analysis tasks or conduct it themselves?
2. Which factors would fuel the growth of international marketing research?
1. Define and describe marketing research and explain how it is related to the marketing concept.
■ Describe the company’s need for information in the different phases of the internationalization process.
■ Define the role of international marketing research.
■ Explain how changes in the global market environment affect the need for international marketing research.
■ Understand the differences between domestic and international marketing research.
Discuss how best to communicate infor mation during an oral pr esentation
Explain how to write a pr ofessional r esear ch repor t
Describe the or ganization of the four sections of the written r epor t
Explore the impor tance of the written r esear ch repor t
Explain how statistical tests can be used to pr ove an hypothesis false
Explain descriptive statistical analysis including fr equency, central tendency and dispersion
Describe the data analysis pr ocess including the pr e-analysis r eview, coding and the entr y of data
Explore the dif ference between measur ement scales
Discuss the softwar e available to assist with qualitative coding and analysis
Learn the methods of coding qualitative data
Explain the pr ocess of transcribing r ecordings
Discuss the types of infor mation that can be r evealed thr ough analyzing data
Explore the dif ference between the analysis of quantitative and qualitative data
Explain the sur vey process including the training of sur vey takers
Explain the impor tance and components of cover letters and emails to sur vey participants
Describe the methods of conducting self-administer ed sur veys
Describe the methods of conducting r esear cher-administer ed sur veys
Explain the advantages and disadvantages of conducting sur veys
Examine how sur vey forms must be adapted when placed online
Appreciate the impor tance of layout in designing questionnair es
Learn the r ules for writing ef fective sur vey questions and answers
Describe the pr ocess of planning the sur vey resear ch methodology
Understand the purpose of sur vey resear ch
Describe the steps involved in deter mining the size of the sample
Examine pr obability sampling including simple, stratif ed, systematic and cluster
Learn to deter mine the cor rect tar get population and develop the sample frame
Understand types of sampling and sour ces of sampling er ror
Explore the use of gr ounded theor y when r esear ching consumer interaction
Discuss the advantages of using ethnography as par t of marketing r esear ch
Describe the uses of obser vational r esear ch
Explain the types and uses of pr ojective r esear ch techniques
Explain the guidelines to be used for well-written inter view questions
Describe the dif ferent methods of scr eening potential inter view par ticipants
Identify the dif ferent types of inter view questions
Examine the unique featur es of in-depth, exper t and inter cept inter views
Explain the advantages and disadvantages of using inter view resear ch
Explore alter native methods of conducting focus gr oups
Relate how gr oup conf ict can be minimized
Explain the personal characteristics and skills needed in a moderator
Describe the steps in developing the focus gr oup methodology
Introduce focus gr oups and their advantages and disadvantages
Describe how to develop a par ticipant pr of le using segmentation characteristics
Identify the steps involved in the purposive method of constr ucting a sample
Explain how to constr uct a sample using the convenience, snowballing and purposive methods
Discuss the unique factors to consider when developing a par ticipant pr of le
Describe the steps in the secondar y resear ch process
Explore the sour ces of quantitative and qualitative exter nal data
Discuss how secondar y data can be used to examine the exter nal environment, the industr y and consumers
Def ne secondar y data, their benef ts and the criteria that deter mine their usability
Appreciate the unique ethical issues when conducting cr oss cultural r esear ch
Understand how Hofstede’s cultural dimensions af fect conducting r esear ch
Examine the impor tance of language translation
Introduce unique inter national marketing r esear ch challenges
Explore the types of exter nal companies that conduct marketing r esear ch
Describe the components of a well written r esear ch proposal
Understand the thr ee reasons for writing a r esear ch proposal
Appreciate the impor tance of writing a clear r esear ch question
Understand the pr ocess of obtaining inter nal secondar y data
Describe the critical thinking pr ocess
Explain the impor tance of critical thinking when making assumptions
Brief y describe the dif ferent marketing r esear ch methods
Examine the thr ee unique appr oaches to conducting r esear ch
Describe the steps in the r esear ch process
Understand the var ying reasons for conducting r esear ch
Discuss the impor tance of conducting ethical r esear ch
Explain how marketing r esear ch is incorporated into the marketing plan
Describe the development of marketing r esear ch as a pr ofession
Def ne marketing r esear ch
Recognize that r esear ch is an integral component of marketing strategy
Why should either low-tech or high-tech information be used when making an oral presentation?
What type of confusion or misunderstandings could an oral presentation address in a research report with a controversial recommendation that students should have more holiday time?
Why should a researcher take the time to prepare an oral presentation when the audience can read the written report at a time and place of their choosing?
Why should quantitative information be presented using tables and charts?
Why should the writer of a report be concerned that the report is readable, interesting and concise?
If you had conducted a quantitative survey study on students’ plans for their summer holiday, what type of information would you include in the appendices?
Why is the recommendations section considered the most important component of a written report?
What types of reports would need to be prepared as the result of a survey study of students’ sports preferences?
Why does a student need to know about statistical testing even if he or she doesn’t understand how the math is calculated?
Why do researchers try to prove the null hypothesis false rather than true?
If a study finds men and women spend the same mean amount of money on clothes, what additional information would standard deviation supply?
How would you describe the mode, median and mean of the answers to a question on income level?
Which variables would you cross-tabulate with students’ opinions on the ethics of downloading music: age, gender, postal code, income, or education level?Why should you test for goodness-of-fit?
What kind of problems can result from researchers skipping the pre-analysis stage?
What type of errors can be found when survey forms are reviewed before data entry?
What survey questions would you ask about students’ attitudes toward downloading music using all four measurement scales?
Why is it essential that the person who conducts the ethnographic research analyzes the findings?
If you were reviewing the data from a qualitative research study on the relationship between students and music, what kinds of interpretation of the data might result?
Would you recommend using software to help with coding? Why or why not?
For a qualitative study of student athletes’ attitudes toward their coaches, can you think of some concepts of data that might arise from the coded data?
Why is coding of verbal transcripts as much an art as a science?
Why is it recommended that a researcher transcribe the tapes of a research study consisting of focus groups of potential students on any problems they have had with administration?
Why is it important to organize the data from qualitative research as soon as possible after completion of the study?

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Marketing Research: A Practical Approach 1st Edition Bonita Kolb - Solutions

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