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Basic Marketing Research Integration Of Social Media 4th Edition Naresh K. Malhotra - Solutions
1. Define the sampling distribution.
2. What is the standard error of the mean?
3. What is a confidence interval?
6. Describe the procedure for determining the sample size necessary to estimate a population mean given the degree of precision and confidence level and a known population variance. After the sample is selected, how is the confidence interval generated?
7. Describe the procedure for determining the sample size necessary to estimate a population mean when the degree of precision and confidence level are known but the population variance is unknown. After the sample is selected, how is the confidence interval generated?
10. Describe the procedure for determining the sample size necessary to estimate a population proportion given the degree of precision and confidence level. After the sample is selected, how is the confidence interval generated?
12. Discuss the pros and cons of using large sample sizes in social media research.
1. Using Table 2 of the Appendix of Statistical Tables, calculate the probability that:a. z is less than 1.48.b. z is greater than 1.90.c. z is between 1.48 and 1.90.d. z is between –1.48 and 1.90.2. What is the value of z if:a. 60 percent of all values of z are larger.b. 10 percent of all values
3. The management of a local restaurant wants to determine the average monthly amount spent by households in fancy restaurants. Management wants to be 95-percent confident of the findings and does not want the error to exceed plus or minus $5.a. After the survey was conducted, the average
4. To determine the effectiveness of the advertising campaign for a new digital video recorder, management would like to know what percentage of the households is aware of the new brand. The advertising agency thinks that this figure is as high as 70 percent. The management would like a 95-percent
5. Assuming that n = 100 and σ = 5, compute the standard error of the mean.
6. Using a spreadsheet software package (e.g., Excel), program the formulas for determining the sample size under the various approaches.
7. Solve Applied Problems 3 through 5, using the programs that you have developed in Applied Problem number 6.
8. Visit the GfK Custom Research North America Web site(www.gfkamerica.com). Identify some of the surveys recently completed by GfK. What were the sample sizes, and how were they determined in these surveys?
1. “Quantitative considerations are more important than qualitative considerations in determining the sample size.” Discuss this statement as a small group.Alternatively, split a group into two smaller subgroups.One subgroup develops arguments for this statement; the other, against.
2. Discuss the various options available for estimating incidence rates.
1. Search the Internet—including social media—as well as your library’s online databases to obtain information on the proportion of U.S. households that have Internet access at home.
2. In a survey of the general population on Internet usage, what should be the sample size for a 95-percent confidence Social Media level and a +/ 5-percent precision level? Use the estimate of the population proportion that you determined in step 1.
3. If HP were to conduct a survey in social media to determine consumers’ preferences for notebook computers, what should be the sample size? Explain your reasoning.
4. As the director of marketing for HP PCs and notebooks, what information would you need to formulate marketing strategies to increase your sales?
1. Discuss the role that marketing research can play in helping Subaru understand why its customers are devoted to the brand.Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling
2. In order to continue to grow, Subaru must foster and build customer loyalty.Define the management-decision problem.Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling the
3. Define an appropriate marketing research problem based on the managementdecision problem you have identified.Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling the 360
4. What type of research design should be adopted to investigate the marketing research problem you have identified?Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling the 360
5. In what way can Subaru make use of data from the 2010 U.S. Census? What are the limitations of these data? How can these limitations be overcome?Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since
6. What type of data available from syndicated marketing research firms will be useful to Subaru?Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling the 360 Minicar.
7. Discuss the role of qualitative research in understanding the devotion of consumers to a particular automobile brand. Which qualitative research technique(s) should be used and why?Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been
8. If a survey is to be conducted to understand consumer preferences for various automobile brands, which survey method should be used and why?Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968,
9. Can Subaru make use of causal research? If yes, how?Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling the 360 Minicar. Headquartered in Cherry Hill, New Jersey, the
10. Design ordinal, interval, and ratio scales for measuring consumer preferences for various automobile brands.Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling the 360
11. Design Likert, semantic differential, and Stapel scales for measuring consumer preferences for various automobile brands.Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling
12. Design a questionnaire to measure consumers’ evaluation of Subaru brands.Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling the 360 Minicar. Headquartered in Cherry
13. Develop a sampling plan for the survey of question 8.Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling the 360 Minicar. Headquartered in Cherry Hill, New Jersey, the
14. How should the sample size be determined?Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling the 360 Minicar. Headquartered in Cherry Hill, New Jersey, the company serves
15. If Subaru were to conduct a survey in social media to determine consumers’ preferences for automobile brands, what should be the sample size? Explain your reasoning.Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the
16. If Subaru were to conduct marketing research to determine consumer willingness to purchase automobile brands in Germany, how would the research process be different?Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the
17. Discuss the ethical issues involved in researching consumer willingness to purchase automobile brands.Subaru of America (www.subaru.com) is the automobile division of Fuji Heavy Industries (FHI). Subaru has been operating in the United States since 1968, when it began selling the 360 Minicar.
1. Understand what is meant by fieldwork and the fieldwork process.
2. Explain how field-workers should be trained in different aspects of interviewing.
3. Describe how the field-workers should be supervised to enhance their effectiveness and efficiency.
4. Discuss how field-workers should be evaluated.
5. Understand how fieldwork should be conducted in international marketing research.
6. Explain fieldwork in relation to social media.
7. Discus the ethical issues involved in fieldwork.
2. Describe the fieldwork/data collection process.
3. What qualifications should field-workers possess?
4. What are the guidelines for asking questions?
5. What is probing?
6. How should the answers to unstructured questions be recorded?
7. How should the field-worker terminate the interview?
9. How can respondent selection problems be controlled?
10. What is validation of fieldwork? How is this done?
11. Describe the criteria that should be used for evaluating field-workers.
12. Compare the fieldwork in social media research to traditional fieldwork.
1. Write interviewer instructions for in-home personal interviews to be conducted by students.
3. Visit the Web sites of three marketing research suppliers.Make a report of all the material related to fieldwork that is posted on these sites.
1. How did you feel approaching these respondents?
2. What seemed to be the most challenging part of the survey for the respondents?
3. If other students were employed to collect the data for this survey project, how should they be trained?
4. If other students were employed to collect the data for this survey project, how should they be supervised?
5. Administer the questionnaire you designed by posting it or a link to it on your Facebook account and inviting your student friends to participate in the survey. What fieldwork related issues did you encounter?
1. Discuss the role of marketing research in helping Intel devise the “Intel Inside” and “Leap Ahead” campaigns.The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It introduced the world’s first microprocessor in 1971.Microprocessors, also
2. Intel would like to increase the preference for Intel chips among PC users in the individual user as well as business user segments. Define the management-decision problem.The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It introduced the
3. Define an appropriate marketing research problem corresponding to the management-decision problem you identified in question 2.The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It introduced the world’s first microprocessor in
4. Intel would like to gain a better understanding of how businesses select PC and network communications products. What type of research design should be adopted?The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It introduced the world’s first
5. Discuss the role of the Internet in obtaining secondary data relevant to the marketing research problem you defined in question 3.The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It introduced the world’s first microprocessor in
6. Discuss the role of qualitative research in understanding how businesses select PC and network communications products. Which qualitative research techniques should be used and why?The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It introduced the
7. If a survey is to be conducted to determine businesses’ selection criterion for choosing PC and network communications products, which survey method should be used and why?The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It introduced the
8. Design a questionnaire for determining businesses’ selection criterion for choosing PC and network communications products.The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It introduced the world’s first microprocessor in 1971.Microprocessors,
9. Develop a suitable sampling plan for conducting the survey identified in question 7.The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It introduced the world’s first microprocessor in 1971.Microprocessors, also referred to as central processing
10. If Intel were to conduct mall-intercept interviews to determine consumer preferences for an ultra-light notebook that uses a newly designed chip, describe the fieldwork process that should be used.The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products.
11. If Intel were to conduct a survey in social media to determine consumer preferences for an ultra-light notebook that uses a newly designed chip, what fieldwork-related issues would be involved?The Intel Corporation (www.intel.com) was founded in 1968 to build semiconductor memory products. It
1. Understand the nature and scope of data preparation and the data preparation process.
2. Explain questionnaire checking and editing.
Describe how questionnaires should be coded to prepare the data for analysis.
4. Discuss the methods that are available for cleaning the data and treating missing responses.
5. Understand how researchers select the appropriate data-analysis strategy.
6. Explain how data collected in international marketing research projects should be prepared.
7. Describe text coding and categorization and other aspects of data preparation in social media research.
8. Discuss the ethical issues that are important in data preparation and analysis?
1. Describe the data preparation process.
3. How does one edit a questionnaire?
4. How are unsatisfactory responses discovered in the editing process treated?
5. What is the difference between precoding and postcoding?
7. What does transcribing the data involve?
10. What considerations are involved in selecting a data-strategy?1. Shown below is part of a questionnaire used to determine consumer preferences for digital cameras. Set up a coding scheme for the following three questions (Q9, Q10, and Q11). Note that the first eight questions are nNot so
9. Please rate the importance of the following features you would consider when shopping for a new digital camera.
10. If you were to buy a new digital camera, which of the following outlets would you visit? Please check as many as apply.a. __________ Drugstoreb. __________ Camera storec. __________ Discount/mass merchandiserd. __________ Consumer electronics storee. __________ Internet stores/shopping sitesf.
11. Where do you get most of your photo processing done? Please check only one option.a. __________ Drugstoreb. __________ Mini labsc. __________ Camera storesd. __________ Discount/mass merchandisere. __________ Consumer electronics storef. __________ Mail order/Internet g. __________ Kiosk/other
2. Explain how you would make consistency checks for the part of the questionnaire given in Applied Problem number 1 using SPSS, SAS, Minitab, or Excel.
3. Use an electronic questionnaire design and administration package, such as Qualtrics, which is distributed with this book, to program the camera-preference questionnaire given in Applied Problem number 1. Add one or two questions of your own. Administer the questionnaire to five students and
1. “Data preparation is a time-consuming process. In projects with severe time constraints, data preparation should be circumvented.” Discuss this statement in a small group.
2. “The researcher should always use computer-assisted interviewing (CATI, CAPI or Internet) to collect the data, because these methods greatly facilitate data preparation.”Discuss this statement in a small group.
1. Recode the respondents based on total hours per week spent online (q1) into two groups: 5 hours or fewer (light users) and 6 hours or more (heavy users).
2. Recode the respondents based on total hours per week spent online (q1) into three groups: 5 hours or fewer(light users), 6 to 10 hours (medium users), and 11 hours or more (heavy users).
3. Form a new variable that denotes the total number of things that people have ever done online based on q2_1 to q2_7. Note the missing values for q2_1 to q2_7 are coded as 0.
4. Recode q4 (overall satisfaction) into two groups: Very satisfied (rating of 1), and somewhat satisfied or dissatisfied (ratings of 2, 3, and 4).
5. Recode q5 (would recommend) into two groups:Definitely would recommend (rating of 1), and probably would or less likely to recommend (ratings of 2, 3, 4, and 5).
6. Recode q6 (likelihood of choosing HP) into two groups:Definitely would choose (rating of 1), and probably would or less likely to choose (ratings of 2, 3, 4, and 5).
7. Recode q9_5per into three groups: Definitely or probably would have purchased (ratings of 1 and 2), might or might not have purchased (rating of 3), and probably or definitely would not have purchased (ratings of 4 and 5).
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