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marketing research
Marketing Research An Integrated Approach 2nd Edition Alan M. Wilson - Solutions
3 Discuss the sampling issues involved in mixed mode studies.
2 Which types of interview mode are likely to suit which types of people?
1 Why have research agencies been reluctant to undertake mixed mode research?
6 What are the main differences in researching between children and adults?
5 How does one maintain the boundary between research and counselling?
4 Discuss the kinds of projective technique that could be used with different types of sensitive issue/sensitive audience.
3 What skills are required of a moderator for getting respondents to reveal information?
2 Discuss the ethics of interviewing children.
1 Discuss the problems of researching sensitive issues (what areas do you consider to be sensitive?).
8 Discuss the issues relating to sampling and Internet-based research.
7 Discuss the value of the Internet for survey research.
6 In what ways can we keep respondents interested in research?
5 Discuss the issue of over-fatigued respondents.
4 Should clients have an awareness of statistical methods or is there a need for more clarity in the way that researchers report statistics?
3 Why are there increased time pressures on surveys?
2 To what extent is a quota sample representative?
1 What is a truly representative sample?
7 Explain the relationship between CRM and marketing research.
6 Discuss the likelihood of respondents being honest in their feedback.
5 Identify the strengths and weaknesses of CATI for business-to-business research.
4 Discuss the value of pre-notification in a survey.
3 Discuss the need for marketing research in a key account management system.
2 Discuss the concept of decision makers.
1 What are the ethical issues relating to the reporting of attributed account profile information?
9 What are the key things that should be done to raise response rates?
8 What are the characteristics of a good interviewer?
7 How do you make interviews interesting?
6 What training should interviewers receive?
5 How can satisfaction with marketing research be measured?
4 Discuss the provision of respondent incentives.
3 How should the benefits of research be publicised to members of the public?
2 Why do falling response rates make random probability sampling more difficult?
1 Discuss the reasons for the decline in response rates.
6 How does integration fit within the MRS or ESOMAR codes of conduct?
5 Why are there likely to be tensions between database and marketing research teams?
4 In Whitbread, why would the marketing directors be resistant to integration?
3 Discuss the proposition that the marketing research department manage the company databases.
2 Discuss the proposition that ‘organisations have a responsibility to utilise information they have access to without further bothering the customer for nonessential information to provide the service he or she demands’.
1 What are the advantages and disadvantages of merging information from marketing research surveys with databases?
6 Is customer insight a culture change rather than just a name change?As new members introduced themselves at April’s meeting of the Association of Users of Research Agencies, one thing stood out above all else: the wide range of job titles now in use on the clientside of the industry.Today,
5 What are the advantages and disadvantages of a marketing research department being proactive?As new members introduced themselves at April’s meeting of the Association of Users of Research Agencies, one thing stood out above all else: the wide range of job titles now in use on the clientside of
4 What new skills does a marketing researcher require?As new members introduced themselves at April’s meeting of the Association of Users of Research Agencies, one thing stood out above all else: the wide range of job titles now in use on the clientside of the industry.Today, in-house
3 Does IT make the information-gathering task more difficult?As new members introduced themselves at April’s meeting of the Association of Users of Research Agencies, one thing stood out above all else: the wide range of job titles now in use on the clientside of the industry.Today, in-house
2 What does it mean when it says researchers have to become strategic contributors?As new members introduced themselves at April’s meeting of the Association of Users of Research Agencies, one thing stood out above all else: the wide range of job titles now in use on the clientside of the
1 Is the renaming of clientside marketing research departments just a cosmetic exercise?As new members introduced themselves at April’s meeting of the Association of Users of Research Agencies, one thing stood out above all else: the wide range of job titles now in use on the clientside of the
5 What other departments in an organisation ‘would be interested in paying’ for the type of research discussed here?Market research has never been a topic to rouse the passions of most company directors. While many will have a vague notion that a certain investment in MR is probably good for
4 How do you add value to information?Market research has never been a topic to rouse the passions of most company directors. While many will have a vague notion that a certain investment in MR is probably good for business, few feel it is a subject that should be aired at a boardroom meeting.In
3 Why is the holistic approach ‘outside the scope of most agencies’?Market research has never been a topic to rouse the passions of most company directors. While many will have a vague notion that a certain investment in MR is probably good for business, few feel it is a subject that should be
2 Why is marketing research ‘entitled to a place at the top table’?Market research has never been a topic to rouse the passions of most company directors. While many will have a vague notion that a certain investment in MR is probably good for business, few feel it is a subject that should be
1 Discuss the reasons why marketing research ‘has never been a topic to rouse the passions of most company directors’.Market research has never been a topic to rouse the passions of most company directors. While many will have a vague notion that a certain investment in MR is probably good for
4 Discuss the value of gathering expert opinion.The campaign spurred instant discussions everywhere and really seemed to strike a chord. As the Evening Standard commented: ‘Hoorah! After many, many years of being assured by the fashion and beauty industries that women adore and aspire to the
3 StrategyOne is the research and strategic consulting arm of Daniel J. Edelman, a public relations company. Discuss the proposition that many companies undertake research studies for publicity and public relations purposes rather than to aid decision making.The campaign spurred instant discussions
2 The research consisted of secondary research, expert opinion and a major multinational quantitative survey. Discuss the implications of there being no qualitative research with women.The campaign spurred instant discussions everywhere and really seemed to strike a chord. As the Evening Standard
1 Discuss the appropriateness of the sample size of 300 women in nine countries and 500 in the United States.The campaign spurred instant discussions everywhere and really seemed to strike a chord. As the Evening Standard commented: ‘Hoorah! After many, many years of being assured by the fashion
8 Discuss the proposition that valuable insight can only be developed from the blending of community understanding with external analysis.Markets are becoming ever more competitive, with new brands competing for a share of consumers’ hearts and minds. Building a relationship with consumers is a
7 Discuss the methods used to feed back information to the clients (days of discovery and magazines).Markets are becoming ever more competitive, with new brands competing for a share of consumers’ hearts and minds. Building a relationship with consumers is a challenge facing all organisations,
6 Discuss the ethical and moral issues regarding the provision of alcohol at group discussions.Markets are becoming ever more competitive, with new brands competing for a share of consumers’ hearts and minds. Building a relationship with consumers is a challenge facing all organisations, but
5 Are respondents honest when they talk to their peer group?Markets are becoming ever more competitive, with new brands competing for a share of consumers’ hearts and minds. Building a relationship with consumers is a challenge facing all organisations, but particularly so in the case of
4 Discuss the advantages and disadvantages of using ‘information gatherers’.Markets are becoming ever more competitive, with new brands competing for a share of consumers’ hearts and minds. Building a relationship with consumers is a challenge facing all organisations, but particularly so in
3 ‘Nobody can understand a community better than the community itself.’ Does this place a question mark over all marketing research?Markets are becoming ever more competitive, with new brands competing for a share of consumers’ hearts and minds. Building a relationship with consumers is a
2 Discuss the need for an informal and unconventional research approach with this market.Markets are becoming ever more competitive, with new brands competing for a share of consumers’ hearts and minds. Building a relationship with consumers is a challenge facing all organisations, but
1 Discuss the characteristics of emergent drinkers.Markets are becoming ever more competitive, with new brands competing for a share of consumers’ hearts and minds. Building a relationship with consumers is a challenge facing all organisations, but particularly so in the case of ‘emergent
4 Why did the platform interviews need to be weighted?Strathclyde Passenger Transport (SPT) operates the Glasgow Underground. The circular rail service links the city centre with its southern and western inner suburbs through 15 stations. The service was opened in 1897 and is the third-oldest
3 Discuss the proposition: ‘A complicated data need can be met successfully by using simple survey methods.’Strathclyde Passenger Transport (SPT) operates the Glasgow Underground. The circular rail service links the city centre with its southern and western inner suburbs through 15 stations.
2 Discuss the appropriateness of a quota sample based on age and sex for the street interviews.Strathclyde Passenger Transport (SPT) operates the Glasgow Underground. The circular rail service links the city centre with its southern and western inner suburbs through 15 stations. The service was
1 Discuss the issues involved in asking respondents about the highest price they would be willing to pay for the journey.Strathclyde Passenger Transport (SPT) operates the Glasgow Underground. The circular rail service links the city centre with its southern and western inner suburbs through 15
4 Should such a study also include respondents who have no interest in or experience of playing rugby?Mike Everett, managing director of MORI UK, is a rugby fan. He describes Jonny Wilkinson, the golden boy of English rugby as ‘better than Beckham. He can really kick a ball’, and waxes lyrical
3 What is meant by the comment: ‘With research, you have to ask, do you let it lead you in one direction or do you lead with it?’Mike Everett, managing director of MORI UK, is a rugby fan. He describes Jonny Wilkinson, the golden boy of English rugby as ‘better than Beckham. He can really
2 How would you determine the number of interviews to do with the different interest groups?Mike Everett, managing director of MORI UK, is a rugby fan. He describes Jonny Wilkinson, the golden boy of English rugby as ‘better than Beckham. He can really kick a ball’, and waxes lyrical about the
1 Could the research objectives have been achieved in any other way?Mike Everett, managing director of MORI UK, is a rugby fan. He describes Jonny Wilkinson, the golden boy of English rugby as ‘better than Beckham. He can really kick a ball’, and waxes lyrical about the enlightening joys of the
4 Discuss the level of accuracy of the ranking scores.In the first few decades of the new millennium the UK population structure will be transformed, with fewer young people and more older people. The dramatic implications of this historically unprecedented change will affect everything from
3 Discuss the potential role for technology in data collection.In the first few decades of the new millennium the UK population structure will be transformed, with fewer young people and more older people. The dramatic implications of this historically unprecedented change will affect everything
2 Discuss the limitations of the methodology.In the first few decades of the new millennium the UK population structure will be transformed, with fewer young people and more older people. The dramatic implications of this historically unprecedented change will affect everything from housing,
1 Discuss the need for the research to be undertaken at the conference.In the first few decades of the new millennium the UK population structure will be transformed, with fewer young people and more older people. The dramatic implications of this historically unprecedented change will affect
4 Discuss the concept of the branding of research approaches such as Insight On Site™.Birmingham International Airport (BIA) has enjoyed consistently high levels of customer satisfaction since measurement began. Passengers have always rated BIA more highly than its nearest serious competitors –
3 Discuss the advantages and disadvantages of rolling group discussions where a large number of respondents enter and leave the group as it progresses and their departure time arrives. What other ways are there of gathering such data?Birmingham International Airport (BIA) has enjoyed consistently
2 What are the issues involved in carrying out research on site and recruiting respondents in the departure lounge of an airport?Birmingham International Airport (BIA) has enjoyed consistently high levels of customer satisfaction since measurement began. Passengers have always rated BIA more highly
1 Discuss your experiences of customer satisfaction interviewers at airports.Birmingham International Airport (BIA) has enjoyed consistently high levels of customer satisfaction since measurement began. Passengers have always rated BIA more highly than its nearest serious competitors –
5 Discuss the value of incentives such as prize draws for panel members.Everyone knows that the young, urban professional is the holy grail for advertisers.Fortunately for Metro they make up its core readership. The free weekly newspaper, which is published by Associated Newspapers and distributed
4 Discuss the proposition that people who take part in panels may not be representative of Metro readers but may simply be representative of those people who want to take part in panels.Everyone knows that the young, urban professional is the holy grail for advertisers.Fortunately for Metro they
3 What are your views on the manner in which the reader’s panel was recruited?Everyone knows that the young, urban professional is the holy grail for advertisers.Fortunately for Metro they make up its core readership. The free weekly newspaper, which is published by Associated Newspapers and
2 Discuss the idea of using mobiles and text messaging for surveys.Everyone knows that the young, urban professional is the holy grail for advertisers.Fortunately for Metro they make up its core readership. The free weekly newspaper, which is published by Associated Newspapers and distributed at
1 Why does an organisation such as the Metro newspaper require consumer insight?Everyone knows that the young, urban professional is the holy grail for advertisers.Fortunately for Metro they make up its core readership. The free weekly newspaper, which is published by Associated Newspapers and
5 Discuss other ways of measuring the effectiveness of media and multi-media campaigns.AIR MILES, founded in 1988, is the pioneer of customer loyalty schemes.Although hundreds of loyalty schemes have been introduced subsequently, including, more recently, online schemes, AIR MILES remains the
4 Discuss the idea of using multi-media in the CAPI interviews.AIR MILES, founded in 1988, is the pioneer of customer loyalty schemes.Although hundreds of loyalty schemes have been introduced subsequently, including, more recently, online schemes, AIR MILES remains the UK’s leading brand in this
3 Why was an omnibus survey used?AIR MILES, founded in 1988, is the pioneer of customer loyalty schemes.Although hundreds of loyalty schemes have been introduced subsequently, including, more recently, online schemes, AIR MILES remains the UK’s leading brand in this market, with 6 million
2 What are your views on the sampling approach?AIR MILES, founded in 1988, is the pioneer of customer loyalty schemes.Although hundreds of loyalty schemes have been introduced subsequently, including, more recently, online schemes, AIR MILES remains the UK’s leading brand in this market, with 6
1 Discuss the reasons for using eight group discussions.AIR MILES, founded in 1988, is the pioneer of customer loyalty schemes.Although hundreds of loyalty schemes have been introduced subsequently, including, more recently, online schemes, AIR MILES remains the UK’s leading brand in this market,
5 What does this case tell us about the changing nature of the client–researcher relationship?In October 2001 the joint venture of Sony Ericsson Mobile Communications was formed; a new brand in a very competitive and fast-evolving industry. Tracking the development of that brand would be one of
4 Discuss the reporting procedures adopted by Sony Ericsson.In October 2001 the joint venture of Sony Ericsson Mobile Communications was formed; a new brand in a very competitive and fast-evolving industry. Tracking the development of that brand would be one of the key challenges of the new
3 Discuss the advantages and disadvantages of template reports.In October 2001 the joint venture of Sony Ericsson Mobile Communications was formed; a new brand in a very competitive and fast-evolving industry. Tracking the development of that brand would be one of the key challenges of the new
2 Why is telephone interviewing used?In October 2001 the joint venture of Sony Ericsson Mobile Communications was formed; a new brand in a very competitive and fast-evolving industry. Tracking the development of that brand would be one of the key challenges of the new company. That meant
1 Discuss what is meant by a performance management system.In October 2001 the joint venture of Sony Ericsson Mobile Communications was formed; a new brand in a very competitive and fast-evolving industry. Tracking the development of that brand would be one of the key challenges of the new company.
10 Think about all the good presentations that you have witnessed. What made them so good?
9 Describe the audience’s thinking sequence and identify its implications for the researcher.
8 Go through a quality Sunday newspaper and pick out any three graphical illustrations.Explain what types of charts they are and critically evaluate their strengths and weaknesses.
7 In presentations, why is eye contact so critical?
6 Distinguish between findings, executive summaries, conclusions and recommendations.
5 Why is the executive summary such a critical component of a research report?
4 By what criteria would you evaluate an oral presentation? Develop an evaluation form for assessing these.
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