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Basic Marketing Research Integration Of Social Media 4th Edition Naresh K. Malhotra - Solutions
8. Recode q9_10per into three groups: Definitely or probably would have purchased and might or might not have purchased (ratings of 1, 2, and 3), probably would not have purchased (rating of 4), and definitely would not have purchased (ratings of 5).
9. Recode the demographics as follows:a. Combine the two lowest education (q11) categories into a single category. Thus, some high school or less and high school graduate will be combined into a single category labeled “High school graduate or less.”b. Recode age (q12) into four new categories:
16. How would you conduct the training and supervision of the field workers for the survey of question 9?
17. According to Marriott’s vice president of Marketing and Public Relations, quality, price, service, amenities, comfort, and convenience are all independent variables that affect the preference for a hotel chain. Assume that in a survey of hotel chain, each of the independent variables is
18. If marketing research to determine consumer preferences for hotels was to be conducted in Latin America, how would the research process differ?With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and
20. Discuss the ethical issues involved in researching consumer preferences for hotels.With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of 2011, Marriott had a
1. Understand why preliminary data analysis is desirable and the insights that can be obtained from such an analysis.
2. Explain what is meant by frequency counts and what measures are associated with such an analysis.
3. Describe the general procedure for hypothesis testing and the steps involved.
4. Discuss how cross-tabulation analysis should be conducted and the associated statistics.
5. Understand how the chi-square statistic is calculated and the purpose for which it is used.
6. Discuss the other statistics used to test association between two variables and when they are used.
7. Describe the computer programs available for conducting frequency and cross-tabulation analyses.
8. Illustrate the application of basic data analysis to social media.
1. Describe the procedure for computing frequencies.
3. What measures of variability are commonly computed for frequencies?
4. What is the major difference between cross-tabulation and frequency distribution?
6. Describe the chi-square distribution.
7. What is meant by the expected cell frequency?
8. How is the chi-square statistic calculated?
9. When is it meaningful to determine the strength of association in a cross-tabulation?
10. What statistics are available for determining the strength of association in cross-tabulation?
11. Discuss the reasons for the frequent use of cross-tabulations.What are some of its limitations?
1. In each of the following situations, formulate the null and alternative hypotheses.a. A new product will be introduced if it is preferred by more than 70 percent of the consumers in the target market.b. A new commercial will be aired if the average preference for it exceeds 5.8 on a 7-point
4. A major department store chain is having an end-of-season sale on refrigerators. The number of refrigerators sold during this sale at a sample of 10 stores was:80 110 0 40 70 80 100 50 80 30a. Compute the mean, mode, and median. Which measure of central tendency is most appropriate in this case
5. In a study measuring households’ familiarity with downloading pictures from the Internet, the following results were obtained (1 = not at all familiar, 7 = very familiar).Level of Familiarity Number of Households 1 22 2 26 3 34 4 40 5 32 6 28 7 18a. Convert the number of household into
6. A research project examining the impact of income on the consumption of gourmet foods was conducted. Each variable was classified into three levels of high, medium, and low. The following results were obtained.Income Low Medium High Consumption of Low 25 15 10 Gourmet Medium 10 25 15 Foods High
7. A pilot survey was conducted with 30 respondents to examine Internet usage for personal (nonprofessional)reasons. The following table contains the resulting data giving each respondent’s sex (1 = male, 2 = female), familiarity with the Internet (1 = very unfamiliar, 7 = very familiar),
2. “Why waste time doing basic data analysis? Why not just conduct sophisticated multivariate data analysis(see Chapter 15)?” Discuss.
1. Calculate the frequency distribution for each variable in the data file. Examine the distribution to get a feel for the data.
2. Cross-tabulate the recoded questions q4 (overall satisfaction with HP), q5 (would recommend HP), and q6 (likelihood of choosing HP) with the recoded demographic characteristics. Interpret the results.
3. Cross-tabulate the recoded questions on price sensitivity(q9_5per and q9_10per) with the recoded demographic characteristics. Interpret the results.
1. Discuss the role that marketing research can play in helping Marriott formulate sound marketing strategies.With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of
2. Marriott would like to further penetrate the non-business-travelers segment in the United States. Define the management-decision problem.With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife
4. What type of research design should be adopted? Justify your recommendation.With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of 2011, Marriott had a presence in
5. Use the Internet to determine the market shares of the major hotel chains for the last calendar year.With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of 2011,
6. What type of internal secondary data will be useful to Marriott?With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of 2011, Marriott had a presence in 68 countries
7. What type of syndicated data will be useful to Marriott?With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of 2011, Marriott had a presence in 68 countries with
8. Discuss the role of qualitative research in helping Marriott further penetrate the non-business-travelers segment in the United States.With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John
9. Marriott has developed a new hotel package for families on a vacation. It would like to determine consumers’ response to this package before introducing it in the marketplace. If a survey is to be conducted to determine consumer preferences, which survey method should be used and why?With
10. In what way could Marriott make use of experimentation? What specific experimental design would you recommend?With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As
11. Illustrate the use of the primary scales for measuring consumer preferences for hotel chains.With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of 2011, Marriott
12. Develop Likert, semantic differential, and Stapel scales for measuring consumer preferences for hotel chains.With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of
13. Develop a questionnaire for assessing consumer preferences for hotels when on vacation.With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of 2011, Marriott had a
14. What sampling plan should be adopted for the survey of question 9?With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of 2011, Marriott had a presence in 68
15. How should the sample size be determined for the survey of question 9?With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of 2011, Marriott had a presence in 68
19. How can Marriott make use of social media to enhance the effectiveness of its marketing research?With roots that go back to before the Great Depression, Marriott International (www.marriott.com) has come a long way from its founding by husband and wife John and Alice Marriott. As of 2011,
1. Understand the role of the t distribution in testing hypotheses that are related to differences.
2. Explain how to test the hypothesis related to one sample.
3. Describe how hypothesis testing changes when there are two independent samples rather than one, and when testing for differences in proportions rather than means.
4. Discuss how to test a hypothesis for paired samples.
5. Explain the analysis of variance procedure for testing a hypothesis related to more than two samples.
6. Illustrate the application of hypothesis testing to social media.
2. Describe the general procedure for conducting a t-test.
3. Give the formula for the t statistic when examining a hypothesis related to a single mean.
4. Give the formula for the t statistic when examining a hypothesis related to a single proportion.
5. Give the formula for the t statistic when examining a hypothesis related to means of two independent samples.
6. Give the formula for the t statistic when examining a hypothesis related to means of paired samples.
7. What is the relationship between analysis of variance and the t-test?
1. In each of the following situations, indicate the statistical analysis you would conduct and the appropriate test or test statistic that should be used.a. Consumer preferences for Dove soap were obtained on an 11-point Likert scale. The same consumers were then shown a commercial about Dove.
2. The current advertising campaign for a major automobile brand would be changed if fewer than 70 percent of the consumers like it.a. Formulate the null and alternative hypotheses.b. Which statistical test would you use? Why?c. A random sample of 300 consumers was surveyed, and 204 respondents
3. A major computer manufacturer is having an endof-season sale on computers. The number of computers sold during this sale at a sample of 10 stores was 800, 1,100, 0, 400, 700, 800, 1,000, 500, 800, and 300.a. Is there evidence that an average of more than 500 computers per store were sold during
4. After receiving complaints from readers, your campus newspaper decides to redesign its front page. Two new formats, B and C, are developed and tested against the current format, A. A total of 75 students are randomly selected, and 25 students are randomly assigned to each of three format
5. A marketing researcher wants to test the hypothesis that, within the population, there is no difference in the importance attached to shopping by consumers living in the northern, southern, eastern, and western United States.A study is conducted and analysis of variance is used to analyze the
6. In a pilot study examining the effectiveness of three commercials (A, B, and C), 10 consumers were assigned to view each commercial and rate it on a 9-point Likert scale. The data obtained are shown in the following table. These data should be analyzed by doing hand calculations (i.e., without
7. Conduct the following analyses for the Internet usage data given in Applied Problem number 7 in Chapter 16.a. Test the hypothesis that the mean familiarity with the Internet exceeds 4.0.b. Is the Internet usage different for males as compared to females? Formulate the null and alternative
8. In a pretest, respondents were asked to express their preference for an outdoor lifestyle (V1) using a 7-point scale (1 = not at all preferred, 7 = greatly preferred).They were also asked to indicate the importance of the following variables on a 7-point scale (1 = not at all important, 7 = very
1. “The t-tests are so simple to conduct that they should be used more often in analyzing marketing research data.”Discuss as a small group.
2. Which procedure is more useful in marketing research—t-test or analysis of variance? Discuss as a small group.
1. The mean response on which of the evaluations of HP (q8_1 to q8_13) exceeds 5 (the midpoint of the scale)?
2. Are the two overall satisfaction groups derived based on the recoding of q4 as specified in Chapter 15 different in terms of each of the evaluations of HP(q8_1 to q8_13)?
3. Are the two likely to recommend groups derived based on the recoding of q5 as specified in Chapter 15 different in terms of each of the evaluations of HP (q8_1 to q8_13)?
4. Are the two likelihood of choosing HP groups derived based on the recoding of q6 as specified in Chapter 15 different in terms of each of the evaluations of HP (q8_1 to q8_13)?
5. Is the mean of responses to q8_1 (Make ordering a computer system easy) and q8_2 (Let customers order computer systems customized to their specifications) different?
6. Is the mean of responses to q8_9 (“Bundle” its computers with appropriate software) and q8_10 (“Bundle” its computers with Internet access) different?
7. Is the mean of responses to q8_6 (Have computers that run programs quickly) and q8_7 (Have high-quality computers with no technical problems) different?
8. Are the three price-sensitive groups based on q9_5per as derived in Chapter 15 different in terms of each of the evaluations of HP (q8_1 to q8_13)? Interpret the results.
9. Are the three price-sensitive groups based on q9_19per as derived in Chapter 15 different in terms of each of the evaluations of HP (q8_1 to q8_13)? Interpret the results.
10. Do the demographic groups as recoded in Chapter 15(recoded q11, q12, q13) and q14 differ in terms of overall satisfaction with HP computers (q4)? Interpret the results.
11. Do the demographic groups as recoded in Chapter 15(recoded q11, q12, q13) and q14 differ in terms of likelihood of recommending HP computers (q5)? Interpret the results.
12. Do the demographic groups as recoded in Chapter 15(recoded q11, q12, q13) and q14 differ in terms of likelihood of choosing HP computers (q6)? Interpret the results.
1. Explain product moment correlation and how it provides a foundation for regression analysis.
2. Understand the nature and methods of bivariate regression analysis, and how the general model can be described.
3. Describe the estimation of parameters, standardized regression coefficient, significance testing, and prediction accuracy in bivariate regression.
4. Discuss how multiple regression differs from bivariate regression.
5. Explain the meaning of partial regression coefficients.
6. Illustrate the application of correlation and regression to social media.
1. What is the product moment correlation coefficient?Does a product moment correlation of zero between two variables imply that the variables are not related?
2. Give an example of a bivariate regression model and identify the dependent and the independent variables.
3. What are the main uses of regression analysis?
4. What is the least-squares procedure?
7. What is meant by prediction accuracy?
8. What is the standard error of estimate?
9. What assumptions underlie the error term?
10. What is multiple regression? How does it differ from bivariate regression?
11. Explain the meaning of a partial regression coefficient.Why is it called such?
1. A major supermarket chain wants to determine the effect of promotion on relative competitiveness. Data were obtained from 15 states on the promotional expenses relative to a major competitor (competitor expenses = 100) and on sales relative to this competitor(competitor sales = 100).Store
2. To understand the role of quality and price in influencing the patronage of drugstores, 14 major stores in a large metropolitan area were rated in terms of preference to shop, quality of merchandise, and fair pricing. All the ratings were obtained on an 11-point scale, with higher numbers
3. Imagine that you have come across a magazine article reporting the following relationship between annual expenditure on prepared dinners (PD) and annual income (INC):The coefficient of the INC variable is reported as significant.a. Does this relationship seem plausible? Is it possible to have a
4. Conduct the following analyses for the Internet usage data given in Applied Problem number 7, in Chapter 16.a. Find the simple correlations between the following sets of variables: Internet usage and attitude toward Internet, Internet usage and attitude toward technology, and attitude toward
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