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Basic Marketing Research Integration Of Social Media 4th Edition Naresh K. Malhotra - Solutions
5. Conduct the following analyses for the preference of the outdoor-lifestyle data given in Applied Problem number 8, of Chapter 17. Recall that:V1 = preference for an outdoor lifestyle V2 = enjoying nature V3 = relating to the weather V4 = living in harmony with the environment V5 = exercising
6. In a pretest, data were obtained from 20 respondents on preferences for sneakers on a 7-point scale where 1= not at all preferred and 7 = greatly preferred (V1). The respondents also provided their evaluations of the sneakers on comfort (V2), style (V3), and durability (V4), also on 7-point
1. Can the overall satisfaction (q4) be explained in terms of all the 13 evaluations of HP (q8_1 to q8_13) when the independent variables are considered simultaneously?Interpret the results.
2. Can the likelihood of choosing HP (q6) be explained in terms of all the 13 evaluations of HP (q8_1 to q8_13)when the independent variables are considered simultaneously? Interpret the results.
3. Can price sensitivity of q9a (q9_5per) be explained in terms of all the 13 evaluations of HP (q8_1 to q8_13)when the independent variables are considered simultaneously? Interpret the results.
4. Can price sensitivity of q9b (q9_10 per) be explained in terms of all the 13 evaluations of HP (q8_1 to q8_13)when the independent variables are considered simultaneously? Interpret the results.
1. Understand the process that should be followed in preparing and presenting the final report.
2. Explain the guidelines available for writing a report that includes graphs and tables.
3. Describe how an oral presentation should be made and some of the principles involved.
4. Discuss the importance of follow-up with the client, and the assistance that should be given to the client in implementing and evaluating the research project.
5. Explain how the report preparation and presentation process differs in international marketing research.
6. Describe how social media facilitate and enhance report preparation and presentation.
7. Discuss the ethical issues related to the interpretation and reporting of the research process and findings.
1. Describe the process of report preparation.
3. Describe the following parts of a report: title page, table of contents, executive summary, problem definition, research design, data analysis, and conclusions and recommendations.
6. Describe the guidelines for report writing.
7. How should the data items be arranged in a table?
9. Describe a line chart. What kind of information is commonly displayed using this type of chart?
10. Describe the role of pictographs. What is the relationship between bar charts and histograms?
11. What is the purpose of an oral presentation? What guidelines should be followed in an oral presentation?
12. Describe the “tell ’em” and “KISS ’em” principles.
13. Describe the evaluation of a marketing research project in retrospect.
14. How can social media be used to enhance report preparation and presentation?
1. The following passage is taken from a marketing research report prepared for a group of printers and lithographers without much formal business education who run a small family-owned business.To measure the image of the printing industry, two different scaling techniques were employed. The first
2. Graphically illustrate the consumer decision-making process described in the following paragraph:The consumer first becomes aware of the need.Then the consumer simultaneously searches for information from several sources: retailers, advertising, word of mouth, independent publications, social
3. For the data given in Tables 19.1 and 19.2, use a graphics package or a spreadsheet, such as Excel, to construct the following graphs:a. Pie chartb. Line chartc. Bar chart
4. Visit www.gallup.com to identify a recent report prepared by this company. How does the format of this report compare to the one in the book?
1. As a small group, discuss the following statement: “All the graphical aids are really very similar; it doesn’t matter which ones you use.”
2. “Writing a report that is concise yet complete is virtually impossible, because these two objectives are conflicting.”Discuss.
3. “Writing, presenting, and reading reports is an acquired talent.” Discuss.
1. Write a report for HP management summarizing the results of your analyses. Prepare a set of charts using Excel. How can you make use of social media in enhancing your report?
2. What recommendations do you have for the management?
3. Can you make a compelling business presentation in 10 minutes? Develop a 10-minute presentation for HP management using no more than 10 PowerPoint slides.
4. Share your final presentation with a group of fellow students (representing HP management) in a formal setting.
5. What was the most challenging part of preparing, rehearsing, and making this presentation?
6. What will you do differently in your next presentation as a result of what you have learned in this experiential learning exercise?
1. Akron Children’s Hospital Marketing Director Aaron Powell felt it was important to conduct this study because __________.(State the relevant background information for justification.)
2. The main purpose of the Akron Children’s Hospital study was __________.(State as accurately as possible the reason for doing the study.)
3. The key questions the Akron Children’s Hospital employees address in the case are __________.(Identify the key questions in the minds of the case protagonists.)
4. The methods used by Powell and his team to answer the marketing research problem were __________.(Describe the general approach used and include details that assist in evaluating the quality of the results.)
5. The most important understanding about Akron Children’s Hospital as an organization that led the firm to consider the research about its positioning was __________.(Identify the facts, observations, and/or data Powell and his team are using to support their conclusions.)
6. The research design decision can be put into context by __________.(Place the research design decision into other readily understood contexts.)
7. The main inferences/conclusions in this case are __________.(Identify the key conclusions implied by the case.)
8. If we take this line of reasoning seriously, the implications for many other firms are __________.(What consequences are likely to follow if people take the team’s reasoning seriously and apply it to other firms?)
9. What is the role of marketing research in determining the best positioning strategy for Akron Children’s Hospital?
10. Define the management-decision problem confronting Akron Children’s Hospital and a corresponding marketing research problem and show the linkages between the two.
11. In this case, how do Norton and the finance people differ from the marketers (Powell and Jones) in their views about the roles of exploratory and conclusive designs?
12. In your opinion, what would be the best sequence for using exploratory and conclusive research in this case?
13. What kind of secondary and syndicated data would be helpful in determining a positioning strategy for Akron Children’s Hospital?What is the role played by such data?
14. Discuss the role of qualitative research in gaining a better understanding of how households select a hospital for their children when in need of health care for acute cases.
15. Do you think that Norton should commission a survey in this case? If yes, which survey method would you recommend and why?
16. Can an experiment be conducted to address the issue of the best positioning strategy? If yes, what experimental design would you recommend and why?
17. Discuss the role of measurement and scaling in assessing households’preferences for hospitals for their children when in need of health care for acute cases.
18. Design a questionnaire to measure consumer preferences for children’s hospitals.
19. If a mail survey is to be conducted to determine households’preferences for children’s hospitals, design a suitable sampling process.
20. What should the sample size be and how should it be determined?
21. If you were the supervisor in charge, what challenges would you face in training the interviewers for the survey of Chapter 7?
22. How should Norton evaluate the marketing research report?How will the findings of marketing research help Akron Children’s Hospital select an appropriate positioning strategy?
1. Discuss the role that marketing research can play in helping Bank of America formulate sound marketing strategies.
2. Management would like to further expand Bank of America’s market share in the consumer market. Define the managementdecision problem.
4. Formulate an appropriate research design for investigating the marketing research problem that you have defined in Chapter 2.
5. Use the Internet to determine the market shares of the major banks for the last calendar year.
6. What type of syndicated data will be useful to Bank of America?
7. Discuss the role of focus groups versus depth interviews in helping Bank of America expand its market share.
8. If a survey is to be conducted to determine consumer preferences for banks, which survey method should be used and why?
9. Discuss the role of preexperimental versus true experimental designs in helping Bank of America expand its product offerings.
10. Illustrate the use of paired comparison and constant sum scales in measuring consumer preferences for banks. Should any of these scales be used?
11. Develop a multi-item scale for measuring attitudes toward Bank of America.
12. Critically evaluate the questionnaire developed for the Bank of America survey.
13. What sampling plan should be adopted for the survey of Chapter 7?
14. How should the sample size be determined?
15. How would you supervise and evaluate field workers for conducting the survey of Chapter 7?
16. Many of the importance items have more than 10 percent of the values missing. Identify these items. How would you address these missing values?
17. Recode the following demographic characteristics into the categories specified:a. Age (Q9): 27–57 = 1, 58–68 = 2, 69–75 = 3, 76–90 = 4b. Marital status (Q11): now married = 1, all other, i.e., now not married = 2c. Number of dependent children (Q12): 3–10 = 3d. Education (Q14):
18. Recode the advantage of using primary provider (Q5) into two categories: 1–3 = 1 (small advantage) and 4–5 = 2 (big advantage).
19. Recode overall satisfaction with service provider (Q6_a) into three categories: 2–4 = 1, 5 = 2, 6 = 3.
20. Calculate an overall rating score for the primary financial provider by summing the ratings of all the 13 items in Q6 (Q6_a through Q6_m). Obtain a frequency distribution and summary statistics.Interpret the results.
21. Are the decision-making approaches (Q8) related to any of the demographic characteristics (Q9 through Q15, as recoded in Chapter 15)?
22. Is the recoded advantage of using primary provider(recoded Q5) related to any of the recoded demographic characteristics?
23. Is the recoded advantage of using primary provider(recoded Q5) related to any of the importance variables(Q1_a through Q1_l)?
24. Is the recoded advantage of using primary provider (recoded Q5)related to any of the ratings of the primary financial provider(Q6_a through Q6_m)?
25. Is “the performance of investments with this provider” (Q1_a)more important than “online services offered” (Q1_e)?Formulate the null and alternative hypotheses and conduct an appropriate test.
26. Is the likelihood of “recommend your primary provider to someone you know” (Q2) lower than the likelihood of “continue to use your primary provider at least at the same level as up to now” (Q3)? Formulate the null and alternative hypotheses and conduct an appropriate test.
27. Can the decision-making approaches (Q8) explain any of the importance variables (Q1_a through Q1_l)?
28. Is there a relationship between the importance variables considered individually (Q1_a through Q1_l) and the recoded demographic characteristics (Q9 through Q15)?
29. Can the likelihood of “recommend your primary provider to someone you know” (Q2) be explained by the ratings of the primary financial provider (Q6_a through Q6_m) when these ratings are considered simultaneously?
30. Can the likelihood of “continue to use your primary provider at least at the same level as up to now” (Q3) be explained by the ratings of the primary financial provider (Q6_a through Q6_m) when these ratings are considered simultaneously?
31. Write a report for Bank of America based on all the analyses that you have conducted. What do you recommend Bank of America do in order to continue to grow?
1. Discuss the role that marketing research can play in helping a fast-food restaurant such as McDonald’s formulate sound marketing strategies.
2. McDonald’s is considering further expansion in the United States.Define the management-decision problem.
4. Formulate an appropriate research design for investigating the marketing research problem you have defined in Chapter 2.
5. Use the Internet to determine the market shares of the major national fast-food chains for the last calendar year.
6. What type of syndicated data will be useful to McDonald’s?
7. Discuss the role of qualitative research in helping McDonald’s expand further in the United States.
8. McDonald’s has developed a new fish sandwich with a distinctive Cajun taste. It would like to determine consumers’ response to this new sandwich before introducing it in the marketplace. If a survey is to be conducted to determine consumer preferences, which survey method should be used and
9. Discuss the role of experimentation in helping McDonald’s determine its optimal level of advertising expenditures.
10. Illustrate the use of primary type of scales in measuring consumer preferences for fast-food restaurants.
11. Illustrate the use of Likert, semantic differential, and Stapel scales in measuring consumer preferences for fast-food restaurants.
12. Develop a questionnaire for assessing consumer preferences for fast-food restaurants.
13. What sampling plan should be adopted for the survey of Chapter 7?How should the sample size be determined?
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