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Basic Marketing Research Integration Of Social Media 4th Edition Naresh K. Malhotra - Solutions
14. How should the field-workers be selected and trained to conduct the fieldwork for the survey in Chapter 7?
15. How should the missing values be treated for the following demographic variables: education (D5), income (D6), employment status (D7), and marital status (D8)?
16. Recode payment method (D1) by combining Debit card, Check, and Other into one category.
17. Recode number of people living at home (D3A) as follows: for adults age 18+, four or more should be combined into one category labeled 4+; for each of the three remaining age groups(under 5, 6–11, and 12–17), two or more should be combined into a single category labeled 2+.
18. Recode education (D5) by combining the lowest two categories and labeling it completed high school or less.
19. Recode income (D6) by combining the highest three categories and labeling it $100,000 or more.
20. Recode employment status (D7) by combining homemaker, retired, and unemployed into a single category.
21. Classify respondents into light, medium, and heavy users of fast food based on a frequency distribution of S3A: In the past four weeks, approximately how many times have you, yourself, eaten food from a fast-food restaurant? Use the following classification:1–4 times = light, 5–8 times =
22. Run a frequency distribution for all variables except respondent ID (responid). Why is this analysis useful?
23. Cross-tabulate fast-food consumption classification (recoded S3A, see Chapter 15 questions) with the demographic characteristics(some recoded as specified in Chapter 15): age (S1), gender (S2), payment method (D1), number of people living at home (D3A), education (D5), income (D6), employment
24. Cross-tabulate payment method (recoded D1) with the remaining demographic characteristics (some recoded as specified in Chapter 15): age (S1), gender (S2), number of people living at home (D3A), education (D5), income (D6), employment (D7), marital status (D8), and region. Interpret the results.
25. Cross-tabulate eating there more often, less often, or about the same as a year or so ago (q8_1, q8_7, q8_26, q8_36, q8_39)with the demographic characteristics (some recoded as specified in Chapter 15): age (S1), gender (S2), payment method (D1), number of people living at home (D3A), education
26. Do the ratings on the psychographic statements (q14_1, q14_2, q14_3, q14_4, q14_5, q14_6, and q14_7) differ for males and females?
27. Do the respondents agree more with “I have been making an effort to look for fast-food choices that have better nutritional value than the foods I have chosen in the past” (q14_6) than they do with “I consider the amount of fat in the foods my kids eat at fast-food restaurants” (q14_5)?
28. Do the restaurant ratings (q9_1, q9_7, q9_26, q9_36, q9_39)differ for the various demographic characteristics (some recoded as specified in Chapter 15): age (S1), gender (S2), payment method (D1), number of people living at home (D3A), education(D5), income (D6), employment (D7), marital status
29. Do the four groups defined by “the extent to which you find it difficult to make up your mind about which fast-food restaurant to go to” (q13) differ in their restaurant ratings (q9_1, q9_7, q9_26, q9_36, q9_39)?
30. Can each of the restaurant ratings (q9_1, q9_7, q9_26, q9_36, q9_39) be explained in terms of the ratings on the psychographic statement (q14_1, q14_2, q14_3, q14_4, q14_5, q14_6, and q14_7) when the statements are considered simultaneously?
31. Write a report for McDonald’s management summarizing the results of your analyses. What recommendations do you have for the management?
1. Discuss the role that marketing research can play in helping McNerney build a strong Boeing sales force.
2. Discuss the role that marketing research can play in enabling strong sales for the 787 Dreamliner.
3. McNerney wants the 787 Dreamliner to be a strong success.Define the management-decision problem.
4. Define the corresponding marketing research problem.
5. Develop two research questions with two hypotheses corresponding to each.
6. Do you think that the research design adopted by TNS was appropriate? Why or why not?
7. Search the Internet to determine the demand by a major airline for new planes in the next 5 years.
8. Search the Internet to determine the total number of passengers that traveled by air in the past year.
9. What type of internal database will help Boeing in forecasting the demand for new planes by its customers?
10. Discuss the role of qualitative research in helping Boeing develop and market the 787 Dreamliner.
11. Which qualitative research technique should be used to determine air passengers’ attitudes and preferences for various types of aircraft?
12. If a survey is to be conducted to determine air passengers’attitudes and preferences for various types of aircraft, which survey method should be used and why?
13. If a survey is to be conducted to determine commercial airlines’attitudes and preferences for various types of aircraft, which survey method should be used and why?
14. Was the telephone survey conducted by TNS the most appropriate method for determining the drivers of sales force loyalty toward the place of work? If not, which survey method would you recommend?
15. Discuss the role of causal research in developing an advertising campaign for the 787 Dreamliner.
16. Develop ordinal and interval scales for measuring preference of commercial airlines for Boeing 757, 767, and 787 and Airbus A300, A310, and A330 models.
17. Develop Likert, semantic differential, and Stapel scales for measuring the importance that commercial airlines attach to the fuel efficiency of a plane.
18. Which type of scale would you use for measuring commercial airlines’ image of Boeing? Develop such a scale.
19. Critically evaluate the questionnaire given in this case. What improvements do you suggest?
20. Describe the sampling plan adopted in this case. Do you think it is appropriate?
21. Do you think that the sample size was appropriate in this case?Present statistical reasoning to support your answer.
22. This case made use of telephone surveys. How would you customize the fieldwork process mentioned in the book to the case of telephone interviews?
23. Carry out consistency checks for the data file for this case. Do you identify any problems with the data?
24. Develop a codebook for questions D1 to D12 of the questionnaire for this case.
25. Run a frequency distribution including descriptive statistics for all the variables. Interpret the results.
26. Recode question 3 (“How loyal would you say that you are personally to the place you work?”) into a new variable with two categories (1 to 6 = 1, low loyalty; 7 = 2, high loyalty). Recode question 4 (“How much loyalty would you say the place you work for has to you?”) into a new
27. Do salespeople who exhibit low or high loyalty to a place of work (recoded question 3) differ in terms of each of the demographic characteristics, D1 to D12? In other words, is salesperson loyalty associated with any of the 12 demographic characteristics? Note that age (D10) is recorded as the
28. Sum all the items (a through o) of question 2 to form an overall satisfaction scale. Obtain a frequency distribution and summary statistics for this overall satisfaction scale. Interpret the results.
29. Do salespeople who exhibit low or high loyalty to a place of work (recoded question 3) differ in terms of each of the items of question 1 (a through h)?
30. Do salespeople who exhibit low or high loyalty to a place of work (recoded question 3) differ in terms of each of the satisfaction items of question 2 (a through o)? Identify the five items that exhibit the greatest difference between the two groups.
31. Do the no-loyalty, some-loyalty, or high-loyalty groups of question 4 (recoded question 4) differ in terms of each of the satisfaction items of question 2 (a through o)?
32. What is the correlation between the two original loyalty measures of questions 3 and 4? What can be said of the causal relationship between the two original measures of loyalty?
33. Conduct a multiple regression using the loyalty to the place of work (original question 3) as the dependent variable. The five independent variables will be the five items of question 2 that exhibited the greatest difference in the t-tests of Chapter 17.Interpret the results.
34. Conduct a multiple regression using the loyalty to the place of work (original question 3) as the dependent variable and items a through f of question 2 as the independent variables. Interpret the results.
35. What do McNerney and his staff need to know about business-to-business salesperson loyalty? Create a one-page, single-spaced summary of these results.
1. Discuss the role that marketing research can play in helping TruEarth Healthy Foods formulate sound marketing strategies.
2. Discuss the role that marketing research can play in helping TruEarth Healthy Foods determine whether it should introduce a refrigerated pizza developed using a new whole grain pizza crust.
3. Define the management-decision problem facing TruEarth Healthy Foods with respect to refrigerated pizza.
5. Develop two research questions, each with an associated hypothesis.
6. What type of research design was adopted in determining consumer purchase intent for the new refrigerated pizza?
7. Critically evaluate the research design that was adopted in determining consumer purchase intent for the new refrigerated pizza.
8. Use the Internet to determine the market shares of the major firms catering to the refrigerated pizza market for the last calendar year.
9. What type of internal secondary data will be useful to TruEarth?
10. What type of syndicated data will be useful to TruEarth?
11. Discuss the role of qualitative research in helping TruEarth penetrate the frozen pizza market in the United States.
12. How can TruEarth make use of social media to conduct qualitative research to understand consumer response to refrigerated pizza?
13. Do you think that the mall-intercept survey conducted by TruEarth to test the refrigerated pizza idea was the best survey method in this case? Why or why not? Defend your reasoning.
14. Do you think that the observation method can be used in this case? If yes, what observation method would you recommend and what insights you hope to gain?Social Media
15. In what way could TruEarth make use of experimentation? What specific experimental design would you recommend?
16. Illustrate the use of the primary scales for measuring consumer preferences for refrigerated pizza.
17. Develop Likert, semantic differential, and Stapel scales for measuring consumer preferences for refrigerated pizza.
18. Develop a questionnaire for measuring consumer preferences for a refrigerated pizza developed using a new whole grain pizza crust.
19. What sampling plan was adopted for the mall-intercept survey of Chapter 7? How could this sampling plan be improved?
20. What was the sample size used in the mall-intercept survey? Do you think this sample size was adequate?
21. How should the sample size be determined for the mall-intercept survey?
22. How would you conduct the training and supervision of the field-workers for the mall-intercept survey of Chapter 7?
23. According to TruEarth’s Isabel Eckstein, product for the whole family, convenient, easy to prepare, fresh taste, variety, quality of ingredients, and healthiness of ingredients are all independent variables that affect the preference for pizza (see Exhibit 6). Assume that in a survey of
24. What can TruEarth learn about how consumers view pizza from Exhibit 6?
25. How do the pizza concept test results (Exhibits 7 and 8) compare with the findings for pasta (Exhibits 3 and 4)?
26. How do you interpret Exhibits 9 and 10 to evaluate interest in pizza?27. What is your recommendation to TruEarth? Should the company launch the pizza?
28. What charts and graphs would you use in preparing a report for TruEarth?
29. Prepare a 10-minute presentation for TruEarth using no more than 10 PowerPoint slides.
30. If marketing research to determine consumer preferences for refrigerated pizza was to be conducted in Latin America, how would the research process differ?
31. Discuss how TruEarth can make use of social media to understand consumer perceptions and preferences for refrigerated and other kinds of pizzas.
32. Discuss the ethical issues involved in researching consumer preferences for refrigerated pizza.
1. Discuss the role that marketing research can play in helping the Springfield Nor’easters formulate sound marketing strategies.
2. Discuss the role that marketing research can play in helping the Springfield Nor’easters to maximize revenues in the minor leagues.
3. Define the management-decision problem facing the Springfield Nor’easters.
5. Develop a graphical model explaining how consumers decide to attend a spectator sport.
6. What type of research design was adopted by Larry Buckingham? Critically evaluate the research design adopted by Larry Buckingham.
8. Use the Internet to determine the amount of money spent by households in attending spectator sport events for the last calendar year.
9. What type of internal secondary data will be useful to the Springfield Nor’easters?
10. What type of syndicated data will be useful to the Springfield Nor’easters?
11. Discuss the role of qualitative research in helping the Springfield Nor’easters understand the entertainment and spectator sports needs of households.
12. How can the Springfield Nor’easters make use of social media to conduct qualitative research to understand the spectator sports needs of households?
13. Do you think that the online (Web-based) survey conducted by the Springfield Nor’easters was the best survey method in this case? Why or why not? Defend your reasoning.
14. Do you think that the observation method can be used in this case? If yes, what observation method would you recommend and what insights you hope to gain?
15. In what way could the Springfield Nor’easters make use of experimentation? What specific experimental design would you recommend?
16. Illustrate the use of the primary scales for measuring consumer intentions for spectator sports.
17. Develop Likert, semantic differential, and Stapel scales for measuring consumer intentions for spectator sports.
18. Critically evaluate the questionnaire developed by Larry Buckingham as given in Exhibit 5.
19. What sampling plan was adopted for the online survey of Chapter 7? Was this plan appropriate? What sampling plan would you recommend?
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