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Basic Marketing Research Integration Of Social Media 4th Edition Naresh K. Malhotra - Solutions
20. What was the sample size used in the online survey? Do you think this sample size was adequate?
21. How should the sample size be determined for the survey?
22. Discuss the fieldworker process for the online survey of Chapter 7?How does this process compare to that given in the book?
23. According to the Springfield Nor’easters’ Larry Buckingham, interest in sports, attitude toward sports personalities, time spent watching sports on television, ticket prices, winning record of the teams in the previous season, and accessibility of the stadium/parking are all independent
24. What is your recommendation to the Springfield Nor’easters?
25. What charts and graphs would you use in preparing a report for the Springfield Nor’easters?
26. Prepare a 10-minute presentation for the Springfield Nor’easters using no more than 10 PowerPoint slides.
27. If marketing research to determine consumer intentions for spectator sports was to be conducted in western Europe, how would the research process differ?
28. Discuss how the Springfield Nor’easters can make use of social media to obtain relevant information on attitudes and attendance of spectator sports.
29. Discuss the ethical issues involved in researching consumer intentions for spectator sports.
1. Discuss the role that marketing research can play in helping Cambridge Sciences Pharmaceuticals (CSP) formulate sound marketing strategies.
2. Discuss the role that marketing research can play in helping CSP determine a positioning and communications strategy for its new prescription weight-loss drug, Metabical.
3. Define the management-decision problem facing CSP.
5. Develop two research questions, each with an associated hypothesis.
6. What type of research design was adopted as reported in the section titled “Market Research” (pages 4 and 5 of the case)?
7. Search the Internet to determine the percentage of U.S. adults who are overweight (25 ≤ BMI 40) in the last calendar year. What was the U.S. adult population in the last calendar year? Thus, you are updating the first table of Exhibit 1.
8. What type of internal secondary data will be useful to CSP?
9. What type of syndicated data will be useful to CSP?
10. Discuss the role of qualitative research in helping CSP penetrate the prescription weight-loss drug market in the United States.
11. How can CSP make use of social media to conduct qualitative research to understand the motivations, beliefs, and attitudes of individuals toward losing weight?
12. Exhibit 2 of the case reports the results of the “2007 Marketing Survey.” What do you think is the best method for conducting such a survey? Defend your reasoning.
13. 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?
14. In what way could CSP make use of experimentation? What specific experimental design would you recommend?
15. Illustrate the use of the primary scales for measuring consumer preferences for prescription weight-loss drugs.
16. Develop Likert, semantic differential, and Stapel scales for measuring consumer preferences for prescription weight-loss drugs.
17. Develop a questionnaire for measuring consumer preferences for prescription weight-loss drugs.
18. What sampling plan should be adopted for the survey of Chapter 7 (Exhibit 2)?
19. What was the sample size used in the survey of Chapter 7(Exhibit 2)? Do you think this sample size was adequate?
20. How should the sample size be determined for the survey?
21. How would you conduct the training and supervision of the field-workers for the survey of Chapter 7?
22. According to CSP’s Barbara Printup, effectiveness in losing weight, side effects, price, ease of completing the course, and image of the manufacturer are all independent variables that affect the preference for a prescription weight-loss drug. Assume that in a survey of prescription
23. Based on the information given in the case, what should be the target market for Metabical?
24. What is your recommendation to CSP?
25. What charts and graphs would you use in preparing a report for CSP?
26. Prepare a 10-minute presentation for CSP using no more than 10 PowerPoint slides.
27. If marketing research to determine consumer preferences for prescription weight-loss drugs was to be conducted in Southeast Asia, how would the research process differ?
28. Discuss how CSP can make use of social media to gain an understanding of how consumers view prescription weight-loss drugs.
29. Discuss the ethical issues involved in researching consumer preferences for pre scription weight-loss drugs.
1. Discuss the role that marketing research can play in helping Saxonville Sausage Company formulate sound marketing strategies.
2. Discuss the role that marketing research can play in helping Saxonville Sausage Company determine whether it should introduce a national Italian sausage brand.
3. Define the management-decision problem facing Saxonville Sausage.
5. Develop two research questions, each with an associated hypothesis.
6. What type of research design was adopted? What information was obtained?
7. Use the Internet to determine the market (dollars sales) of Italian and other sausages for the last calendar year.
8. What type of internal secondary data was used by Saxonville Sausage?
9. What type of syndicated data will be useful to Saxonville Sausage?
10. Discuss the role of qualitative research in helping Saxonville Sausage penetrate the Italian sausage market in the United States.
11. How can Saxonville Sausage make use of social media to conduct qualitative research to gain an understanding of attitudes toward Italian sausages?
12. Which survey method would be the most appropriate for conducting the quantitative testing reported in step four(Exhibit 11)? Defend your reasoning.
13. 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?
14. In what way could Saxonville Sausage make use of experimentation? What specific experimental design would you recommend?
15. Illustrate the use of the primary scales for measuring consumer preferences for Italian sausage.
16. Develop Likert, semantic differential, and Stapel scales for measuring consumer preferences for Italian sausage.Social Media
17. Develop a questionnaire for measuring consumer preferences for Italian sausage.
18. What sampling plan should be adopted for the quantitative testing (step four) survey of Chapter 7?
19. What was the sample size used in the quantitative testing(step four) survey? Do you think this sample size was adequate?
20. How should the sample size be determined for the survey?
21. How would you conduct the training and supervision of the field-workers for the quantitative testing (step four) survey of Chapter 7?
22. According to Saxonville Sausage’s Laura Bishop, director of market research, easy to do, family-pleasing, quality, price, texture, and aroma are all independent variables that affect the preference for an Italian sausage brand. Assume that in a survey of Italian sausage brands, each of the
23. What is your recommendation to Saxonville Sausage?Which positioning concept should the company implement?
24. What charts and graphs would you use in preparing a report for Saxonville Sausage?
25. Prepare a 10-minute presentation for Saxonville Sausage using no more than 10 PowerPoint slides.
26. If marketing research to determine consumer preferences for Italian Sausages was to be conducted in Italy, how would the research process differ?
27. Discuss how Saxonville Sausage can make use of social media to obtain relevant information on consumers’ values, beliefs, attitudes, and preferences for Italian sausages.
28. Discuss the ethical issues involved in researching consumer preferences for Italian sausages.
6. Develop Likert, semantic differential, and Stapel scales for determining consumers’ evaluation of skin care products. How would you implement these scales in social media?Nivea (www.nivea.com), the skin care products company, is part of the German Beiersdorf conglomerate. As of 2011, Nivea’s
5. If a survey is to be conducted to understand the preferences of American consumers for skin care products, which survey method should be used and why?Nivea (www.nivea.com), the skin care products company, is part of the German Beiersdorf conglomerate. As of 2011, Nivea’s skin care product line
4. Discuss the role of qualitative research in understanding the preferences of American consumers for skin care products. Which qualitative research techniques should be used and why?Nivea (www.nivea.com), the skin care products company, is part of the German Beiersdorf conglomerate. As of 2011,
3. Nivea would like to undertake research to understand the preferences of American consumers for skin care products. What type of research design should be adopted and why?Nivea (www.nivea.com), the skin care products company, is part of the German Beiersdorf conglomerate. As of 2011, Nivea’s
2. Define an appropriate marketing research problem based on the management-decision problem identified in question 1.Nivea (www.nivea.com), the skin care products company, is part of the German Beiersdorf conglomerate. As of 2011, Nivea’s skin care product line is marketed in more than 150
1. Nivea would like to increase its share of the U.S. market. Define the management-decision problem.Nivea (www.nivea.com), the skin care products company, is part of the German Beiersdorf conglomerate. As of 2011, Nivea’s skin care product line is marketed in more than 150 countries. The product
3. Develop Likert-type scales to measure preferences for HP and two other competing brands in social media.
2. Design Likert, semantic differential, and Stapel scales to measure consumers’ preferences for HP computers.
1. Perform the following operations:a. Reverse the scoring of the second and the third items under the Innovativeness scale.b. Sum the Market Maven items (q10_1 to q10_4) to form a Total Market Maven Score.c. Sum the Innovativeness items (q10_5 to q10_10)to form a Total Innovativeness Score. Note
3. As a small group or as a class, discuss one of the articles listed in the notes to this chapter.
8. Surf the Internet to find two examples each of Likert, semantic differential, and Stapel scales. Write a report describing the context in which these scales are being used.
7. Visit the Web sites of two marketing research firms conducting surveys. Analyze one survey of each firm to critically evaluate the itemized rating scales being used.
6. Visit the Office of Scales Research at Southern Illinois University (http://scaleresearch.siuc.edu).(If this URL has changed, search www.siu.edu to locate it.)Identify one application of the Likert scale and one application of the semantic differential. Write a report describing the context in
5. Design semantic differential scales to measure the perception of FedEx overnight delivery service and compare it to that offered by UPS. Relevant information can be obtained by visiting the Web sites of these two companies (www.fedex.com, www.ups.com).
4. Design Likert scales to measure the usefulness of Ford Motor Company’s Web site. Visit www.ford.com and rate it on the scales that you have developed.
3. Construct a Likert scale for measuring Internet usage.Explain how the rating-scale decisions were made.
1. Develop a Likert, semantic differential, and a Stapel scale for measuring store loyalty.
18. Discuss the use of social media in implementing itemized rating scales.
17. How would you select a particular scaling technique?
16. What is the relationship between reliability and validity?
15. What is criterion validity? How is it assessed?
14. What is validity?
13. Describe the notion of internal-consistency reliability.
12. What are the differences between test–retest and alternative-forms reliability?
11. What is reliability?
10. What are multi-item scales? Give an example.
9. How does the nature and degree of verbal description affect the response to itemized rating scales?
8. What is the difference between forced and nonforced scales? Give an example of each.
7. Should an odd or even number of categories be used in an itemized rating scale? Why? When?
6. What is the difference between balanced and unbalanced scales? Give an example of each.
3. What are the differences between the Stapel scale and the semantic differential scale? Which scale is more popular?
2. Describe the Likert scale. Give an example.
1. What is a semantic differential scale? For what purposes is this scale used? Give an example.
7. Discuss the ethical issues involved in developing noncomparative scales.
6. Describe the implementation of noncomparative scaling in social media.
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