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Basic Marketing Research Integration Of Social Media 4th Edition Naresh K. Malhotra - Solutions
5. Understand the considerations that are important in implementing noncomparative scales in an international setting.
4. Discuss the evaluation of scales, and the relationship between reliability and validity.
3. Describe the decisions involved in constructing itemized rating scales, and the options that should be considered.
2. Explain the differences among Likert, semantic differential, and Stapel scales.
1. Understand how noncomparative scaling techniques differ from comparative scaling, and the distinction between continuous and itemized rating scales.
10. Illustrate the use of the primary type of scales in measuring consumer preferences for toothpaste brands.As of 2011, Procter & Gamble (www.pg.com) delivered products to nearly 4.2 billion consumers in more than 180 countries around the world. Its portfolio of brands included 50 leadership
9. What role can causal research play in helping P&G increase its market share?As of 2011, Procter & Gamble (www.pg.com) delivered products to nearly 4.2 billion consumers in more than 180 countries around the world. Its portfolio of brands included 50 leadership brands that are some of the
8. P&G has developed a new toothpaste that provides tooth and gum protection for 24 hours after each brushing. It would like to determine consumers’response to this new toothpaste before introducing it in the marketplace. If a survey is to be conducted to determine consumer preferences, which
7. Discuss the role of qualitative research in helping P&G to increase its share of the toothpaste market.As of 2011, Procter & Gamble (www.pg.com) delivered products to nearly 4.2 billion consumers in more than 180 countries around the world. Its portfolio of brands included 50 leadership brands
6. What type of syndicated data will be useful in addressing the marketing research problem?As of 2011, Procter & Gamble (www.pg.com) delivered products to nearly 4.2 billion consumers in more than 180 countries around the world. Its portfolio of brands included 50 leadership brands that are some
5. Use the Internet to determine the market shares of the major toothpaste brands for the last calendar year.As of 2011, Procter & Gamble (www.pg.com) delivered products to nearly 4.2 billion consumers in more than 180 countries around the world. Its portfolio of brands included 50 leadership
4. Formulate an appropriate research design to address the marketing research problem you have defined.As of 2011, Procter & Gamble (www.pg.com) delivered products to nearly 4.2 billion consumers in more than 180 countries around the world. Its portfolio of brands included 50 leadership brands that
3. Define an appropriate marketing research problem based on the management-decision problem you have identified.As of 2011, Procter & Gamble (www.pg.com) delivered products to nearly 4.2 billion consumers in more than 180 countries around the world. Its portfolio of brands included 50 leadership
2. P&G is considering further increasing its market share. Define the management-decision problem.As of 2011, Procter & Gamble (www.pg.com) delivered products to nearly 4.2 billion consumers in more than 180 countries around the world. Its portfolio of brands included 50 leadership brands that are
1. Discuss the role that marketing research can play in helping P&G build its various brands.As of 2011, Procter & Gamble (www.pg.com) delivered products to nearly 4.2 billion consumers in more than 180 countries around the world. Its portfolio of brands included 50 leadership brands that are some
4. Develop an ordinal scale to measure preferences for HP and two other competing brands in social media.
3. Use the Qualtrics question library to illustrate the use of rank order and constant sum scales in a customer perception survey by HP.
2. Access to Qualtrics is included with this book. What primary scales are available using Qualtrics? How can HP make use of these scales?
1. What primary scales of measurement have been employed in the HP questionnaire? Illustrate each type.
2. Select one of the readings from the notes in this chapter and lead a class discussion.
1. “A brand could receive the highest median preference rank on a rank order scale of all the brands considered and still have poor sales.’’ Discuss.
6. Target and Walmart are two of the major department stores. Develop a series of paired comparison scales comparing these two stores on store image characteristics.Identify the relevant store image characteristics by visiting the Web sites of these two stores (www.target.com, www.walmart.com).
5. Search the Internet to identify the top five selling automobile brands during the last calendar year.Rank-order these brands according to sales.
4. Surf the Internet—including social media—to find two examples of each of the four primary types of scales. Write a report describing the context in which these scales are being used.
3. Visit the Web sites of two marketing research firms conducting surveys. Analyze one survey from each firm to critically evaluate the primary type of scales being used.
2. Show how intentions to purchase four brands of soft drinks (Coke, Pepsi, Dr. Pepper, and 7-Up)can be measured using ordinal, interval, and ratio scales.
1. Identify the type of scale (nominal, ordinal, interval, or ratio) being used in each of the following. Please explain your reasoning.a. I like to solve crossword puzzles.Disagree Agree 1 2 3 4 5b. How old are you? _____c. Please rank the following activities in terms of your preference by
10. Can the primary scales of measurement be implemented in social media? Please explain your reasoning.
7. What is a paired comparison?
6. What is a comparative rating scale?
2. What are the primary scales of measurement?
1. What is measurement?
2. Discuss how the marketing management-decision action that you recommend to Jim Davis is influenced by the scaling technique that you suggested earlier and by the findings of that research.
1. In order to increase the market share of New Balance, Jim Davis should:a. Use celebrity endorsements.b. Introduce lower-priced shoes.c. Enhance the style and color of shoes.d. Increase the promotional budget.e. Sell New Balance shoes on the Internet.
2. Discuss the role of the type of scaling technique you recommend in enabling Jim Davis to determine consumer preferences for New Balance as compared to Nike, Reebok, and Adidas and increase the market share of New Balance.
1. New Balance would like to determine consumer preferences for its brand as compared to Nike, Reebok, and Adidas. Which scaling technique should be used?a. Paired comparisonb. Rank orderc. Constant sumd. Continuous rating scalese. Itemized rating scales
4. United States and in rural Nigeria?As the marketing manager for Gap, how would you use information on consumer preferences for casual clothing to increase your sales?
4. Visit www.gap.com and search the Internet—including social media—as well as your library’s online databases to obtain information on consumer preferences for casual clothing.Which comparative scaling technique(s) would you use to measure consumer preferences for casual clothing in the
4. Visit www.lexus.com and search the Internet—including social media—as well as your library’s online databases to obtain information on consumer purchase intentions for luxury cars. Would you use a comparative scaling technique to measure consumer purchase intentions for luxury cars?If yes,
4. As the marketing manager for Lexus, how would you use information on consumer purchase intentions for luxury cars to increase your sales?
4. In sum, who would you say is the winner in your taste test:Coke or Pepsi? Or, is it too close to tell?Which cola drink would be the most popular among your friends in a taste test? Download the Kit Kat Taste Test from the Web site of this textbook and use it as a guide to develop a script for
3. Of those who correctly identified the two identical samples of cola, how many had no preference between Coke and Pepsi?Which cola drink would be the most popular among your friends in a taste test? Download the Kit Kat Taste Test from the Web site of this textbook and use it as a guide to
2. Of those who correctly identified the two identical samples of cola, which cola was preferred: Coke or Pepsi?Which cola drink would be the most popular among your friends in a taste test? Download the Kit Kat Taste Test from the Web site of this textbook and use it as a guide to develop a script
1. How many respondents correctly identified the two identical samples of cola?Which cola drink would be the most popular among your friends in a taste test? Download the Kit Kat Taste Test from the Web site of this textbook and use it as a guide to develop a script for testing for preference
11. As the marketing director for Coach, how would you use information on consumer preferences for leather goods to increase your market share?
10. Visit www.coach.com and search the Internet—including social media—as well as your library’s online databases to obtain information on consumer preferences for leather goods. How would you use interval and ratio scales to measure consumer preferences for leather goods?
9. Visit www.sears.com and search the Internet—including social media—as well as your library’s online databases to obtain information on customer satisfaction with department stores. How would you use nominal and ordinal scales to measure customer satisfaction with the major department
8. Describe the ethical issues involved in selecting scales of measurement.
7. Explain how social media can be used to implement measurement and scaling.
6. Discuss the considerations involved in implementing the primary scales of measurement in an international setting.
5. Explain how measurement and scaling relate to the various steps of the marketing research process.
4. Understand how scaling techniques are classified, and the various comparative scaling techniques.
3. Discuss the primary scales of measurement, and how they differ.
2. Describe the basic scale characteristics and how they relate to the levels of measurement.
1. Explain what is meant by measurement and scaling, and how scaling can be considered a part of measurement.
5. If a duck commercial is to be tested against two nonduck commercials to determine which ad generates more favorable attitudes toward AFLAC, what type of experimental design would you recommend?AFLAC Incorporated (www.aflac.com) sells supplemental health and life insurance.In the United States,
4. AFLAC wants to test a duck commercial against a nonduck commercial to determine which ad generates more favorable attitudes toward AFLAC. What type of experimental design would you recommend? Why would you recommend this type of design? Can this design be implemented in social media? If yes,
3. Identify sources of syndicated data that would be useful in forecasting the demand for supplemental health and life insurance.AFLAC Incorporated (www.aflac.com) sells supplemental health and life insurance.In the United States, AFLAC is known for its policies that “pay cash” to supplement or
2. Identify sources of secondary data that would be useful in forecasting the demand for supplemental health and life insurance.AFLAC Incorporated (www.aflac.com) sells supplemental health and life insurance.In the United States, AFLAC is known for its policies that “pay cash” to supplement or
1. If AFLAC wants to forecast the demand for supplemental health and life insurance, what type of research design should be adopted and why?AFLAC Incorporated (www.aflac.com) sells supplemental health and life insurance.In the United States, AFLAC is known for its policies that “pay cash” to
3. Can you think of any way in which the static group design can be randomized to increase its validity?
2. If a mall-intercept interview is used and HP conducts causal research without randomizing respondents, which pre-experimental design would you recommend?
1. Is causal research necessary in this case? If yes, which experimental designs would you recommend and why? If not, describe a scenario in which it would be. Can the latter experimental design be implemented in social media? If yes, how?
9. Explain how you would implement a posttest-only control group design in social media to measure the effectiveness of a new print ad for Hilton hotel.
7. Microsoft has developed a new version of its Excel spreadsheet, but is not sure what the user reaction will be.Design an Internet-based experiment to determine user reaction to the new and previous versions of Excel.
4. Describe a specific situation for which each of the following experimental designs is appropriate. Defend your reasoning.a. One-group pretest–posttest designb. Pretest–posttest control group designc. Posttest-only control group designd. Time series designe. Factorial design
3. Identify the type of experiment being conducted in the following situations:a. A major distributor of office equipment is considering a new sales presentation program for its salespeople.The largest sales territory is selected, the new program is implemented, and the effect on sales is
2. In the anti-abortion commercial experiment just described, suppose the respondents had been selected by convenience rather than randomly. What type of design would result?
1. A prolife group wants to test the effectiveness of an anti-abortion commercial. Two random samples, each of 250 respondents, are recruited in Chicago. One group is shown the anti-abortion commercial. Then, attitudes toward abortion are measured for respondents in both groups.a. Identify the
10. How can social media be used to conduct an experiment?
9. What is test marketing?
8. Compare laboratory and field experimentation.
6. How does a multiple time series design differ from a basic time series design?
5. What is a time series experiment? When is it used?
3. What key characteristic distinguishes true experimental designs from pre-experimental designs?
2. Differentiate between internal and external validity.
2. Discuss how the marketing management-decision action that you recommend to John Anderson is influenced by the research that you suggested earlier and by the findings of that research.
1. What should John Anderson do to compete with in-house and store brands of jeans?a. Discount the price of Levi’s.b. Introduce a new brand of lower-priced jeans.c. Sell Levi’s through discount stores, such as Walmart and Target.d. Increase the advertising budget for Levi’s.e. Establish a
3. Discuss the role of the type of research you recommend in enabling John Anderson to determine the power of a national brand like Levi’s compared to an in-house brand like Gap or a store brand like JCPenney's Arizona jeans.
2. Explain how you would implement the type of research you have recommended.
1. If you were John Anderson, what type of research would you want to be conducted to help arrive at an answer? Which one of the following types of research would be most appropriate?a. Secondary data analysisb. Focus groupsc. Descriptive cross-sectional surveyd. Descriptive longitudinal surveye.
6. How can the pizza maker use this information to increase its market share?
4. Thirty respondents would be needed in each cell to accurately test your results. If each respondent receives $20 to participate, how much would the incentives cost in your experiment?
3. Would it be better to use a laboratory or a field experiment to conduct your research? Explain.
2. Design a marketing experiment that will determine which formulation customers prefer. Your experimental design and format should consist of the following parts:a. Independent variables: The things that you changed.b. Dependent variable(s): What changed as a result of the manipulated variables,
1. Search the Internet—including social media—as well as your library’s online databases to obtain information on consumers’ preferences for and consumption of pizza.
9. Discuss the ethical issues that are involved in conducting causal research, and how debriefing can address some of these issues.
8. Describe how social media facilitate causal research.
7. Understand why the internal and external validity of field experiments conducted overseas are generally lower than in the United States.
6. Explain test marketing, and how it involves experimentation.
5. Compare and contrast the use of laboratory versus field experimentation and experimental versus nonexperimental designs in marketing research.
4. Describe the various types of experimental designs, and the differences among pre-experimental, true experimental, quasi-experimental, and statistical designs.
3. Understand the two types of validity, internal and external, and how they differ.
2. Discuss the conditions for causality, and whether a causal relationship can be demonstrated conclusively.
1. Explain the concept of causality in marketing research, and how one distinguishes between the ordinary meaning and the scientific meaning of causality.
4. Visit a store selling PCs and notebooks (e.g., Best Buy, Office Depot, etc.). If this store wants to conduct a survey to determine consumer preferences for PCs and notebook computers, which survey method would you recommend and why?
3. Can HP make use of the observation method to determine consumers’ preferences for PCs and notebook computers?If yes, which observation method would you recommend and why?
2. Compare the various survey methods for conducting the HP survey. Could HP have used social media?If yes, how?Social Media
1. The HP survey was administered by posting it on a Web site and sending an e-mail invitation to respondents.Evaluate the advantages and disadvantages of this method.Do you think that this was the most effective method?
5. Design an e-mail survey to measure students’ attitudes toward credit cards. E-mail the survey to 10 students.Summarize, in a qualitative way, the responses received.Are student attitudes toward credit cards positive or negative?
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