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Basic Marketing Research Integration Of Social Media 4th Edition Naresh K. Malhotra - Solutions
4. Locate an Internet survey and examine the content of the questionnaire carefully. What are the relative advantages and disadvantages of administering the same survey using CATI or mall-intercept interviewing?
3. Locate and answer an Internet survey for which you would qualify as a respondent. How would you evaluate this survey based on the discussion in this chapter?
5. How would you use a Facebook account to conduct a survey? When might such a survey be appropriate?
3. What are the relevant factors for evaluating which survey method is best suited to a particular research project?
8. Mechanical observation devices can be impractical to obtain and use.
7. As students have personal social media sites (e.g., Facebook accounts), a social media survey may be a possibility, especially as a preliminary survey.
6. E-mail addresses might not be available or might be very difficult to get.
5. There might not be enough time for a mail survey, and a mail panel might be prohibitively expensive.
4. It might not be practical to do in-home personal interviews covering a large geographic area, or even in a local region.
3. Students will not be allowed to conduct mall-intercept interviews unless permission is obtained from the mall management. Some malls have signed exclusive contracts with marketing research firms for data collection.
2. If a CATI system is not available, the telephone method can be limited to traditional telephone.
1. A budget for making long-distance calls should be supplied if a telephone survey is to be done beyond the local calling area.
2. Discuss how the marketing-decision action that you recommend to Steve Ballmer is influenced by the type of survey that you suggested earlier and by the findings of that survey.
1. Which of the following should Microsoft do to effectively meet the needs of small businesses?a. Develop a specific Web site for small businesses.b. Develop new products for small businesses.c. Customize existing products (e.g., Microsoft Office).d. Give price discounts to small businesses.e.
2. Discuss the role of the type of research you recommend in enabling Steve Ballmer to determine small businesses’ preferences for software products.
1. To survey small businesses’ preferences for software products, which survey method would you recommend and why?a. CATIb. On-site personal interviewsc. Maild. Internete. E-mail
3. What role can survey research play in enhancing the solutions offered by eye tracking?
2. What steps would need to be taken to collect these mechanical observations in an ethical manner?
1. What are the ethical issues of employing such personal observations in retail stores? Visit EyeTracking, Inc. (www.eyetracking.com). Under “solutions” locate “Consumer Marketing.”Examine the descriptions and case studies and then write a report about the eye-tracking solutions offered by
8. Describe the ethical issues involved in conducting survey and observation research.
7. Explain how social media can be used to implement survey and observation methods.
6. Understand how survey and observation methods can be implemented in an international setting.
5. Discuss the relative advantages and disadvantages of observational methods as compared to survey methods.
4. Describe how observation differs from the survey method and the procedures that are available for observing people and objects.
3. Explain how survey response rates can be improved.
2. Identify the criteria for evaluating survey methods, compare the different methods, and evaluate which is best suited for a particular research project.
1. Discuss and classify survey methods and describe the various telephone, personal, mail, and electronic interviewing methods.
4. How can qualitative research be used to strengthen Nike’s image?Which qualitative research technique(s) should be used and why?How can Nike make use of social media in this context?Nike is the largest seller of athletic footwear, athletic apparel, and other athletic gear in the world, with
3. Develop a graphical model explaining consumers’ selection of a brand of athletic shoes.Nike is the largest seller of athletic footwear, athletic apparel, and other athletic gear in the world, with about 30-percent market share worldwide. Nike markets its products under its own brand, as well
2. Define an appropriate marketing research problem corresponding to the management-decision problem you have identified.Nike is the largest seller of athletic footwear, athletic apparel, and other athletic gear in the world, with about 30-percent market share worldwide. Nike markets its products
1. Nike would like to increase its share of the athletic shoe market. Define the management-decision problem.Nike is the largest seller of athletic footwear, athletic apparel, and other athletic gear in the world, with about 30-percent market share worldwide. Nike markets its products under its own
6. How can HP make use of social media to conduct qualitative research?
5. Design sentence completion techniques to uncover underlying motives for personal computer purchases.
4. Devise word-association techniques to measure consumer associations that might affect attitudes toward personal computer purchases.
3. Can projective techniques be useful to HP as it seeks to increase its penetration of U.S. households?Which project technique(s) would you recommend?
2. Develop a focus-group discussion guide for understanding the consumer decision-making process for personal computer purchases.
1. In gaining an understanding of the consumer decisionmaking process for personal computer purchases, would focus groups or depth interviews be more useful? Explain.
3. Discuss the following statement in a small group:“Quantitative research is more important than qualitative research because it results in statistical information and conclusive findings.”
2. Discuss the following statement in a small group: “If the focus-group findings confirm prior expectations, the client should dispense with quantitative research.”
6. Tennis magazine would like to recruit participants for online focus groups. How would you make use of a newsgroup to recruit participants? Visit http://groups.google.com and then navigate the site to select“Recreation—Sports—Tennis.”
5. Visit the Web site of Qualitative Research Consultants Association (www.qrca.org). Write a report about the current state-of-the-art in qualitative research.
3. The Coca-Cola Company has asked you to conduct Internet focus groups with heavy users of soft drinks.Explain how you would identify and recruit potential respondents.
1. Following the methods outlined in the text, develop a plan for conducting a focus group to determine consumers’attitudes toward and preferences for imported automobiles.Specify the objectives of the focus group and write a screening questionnaire.
14. How can social media be used to conduct qualitative research?
13. When should projective techniques be employed?
12. What is the word-association technique? Give an example of a situation in which this technique is especially useful.
11. What are projective techniques? What are the four types of projective techniques?
10. What are the major advantages of depth interviews?
8. What are two ways in which focus groups can be misused?
7. Why should one safeguard against professional respondents?
3. What are the differences between direct and indirect qualitative research? Give an example of each.
2. What is qualitative research, and how is it conducted?
2. Discuss how the marketing management-decision action that you recommend to Mike Rhodin is influenced by the research design that you suggested earlier and by the findings of that research.
1. What should Mike Rhodin do to increase traffic to the Web site and enhance the user experience?a. Redesign the Web site.b. Upgrade the existing Web site, making only the necessary changes.c. Engage in aggressive banner advertising.d. Engage in aggressive print advertising.e. Offer price
2. Discuss the role of the type of research you recommend in enabling Mike Rhodin to design an effective Web site.
1. Do you think that Lotus adopted the right research design? Which one of the following types of research designs would you recommend and why?a. Focus groupsb. Depth interviewsc. Survey researchd. Projective techniquese. Focus groups followed by survey research
4. As the brand manager for Johnson & Johnson, how would you use information on how consumers select baby-product brands to formulate marketing strategies that would increase your market share in France?
3. Visit the Johnson & Johnson Web site at www.jnj.com and search the Internet—including social media—as well as your library’s online databases to obtain information on how consumers select baby-product brands in the United States.Obtain similar information for France. What qualitative
2. How do these themes help organize your insights about what could be done by the owners and managers of Galaxy of Rides to improve the consumer experience?
1. What themes emerge across the narratives?
2. Which participant helped you understand the consumer experience at Galaxy of Rides the least? Why?
1. Which participant helped you understand the consumer experience at Galaxy of Rides the best? Why?
10. Describe the ethical issues involved in conducting qualitative research.
9. Discuss the use of social media in obtaining and analyzing qualitative data.
8. Understand the considerations involved in conducting qualitative research in an international setting.
7. Explain projective techniques in detail and compare association, completion, construction, and expressive techniques.
6. Discuss the applications of depth interviews and their advantages and disadvantages.
5. Discuss depth interview techniques in detail.
4. Explain how focus groups are used, and their advantages and disadvantages.
3. Describe focus groups in detail, with emphasis on planning and conducting focus groups.
2. Understand the various forms of qualitative research, including direct procedures such as focus groups and depth interviews, and indirect methods such as projective techniques.
1. Explain the difference between qualitative and quantitative research in terms of objectives, sampling, data collection and analysis, and outcomes.
6. What sources of syndicated data would be useful to eGO in projecting future demand for its vehicles?eGO Vehicles (www.egovehicles.com), based in Cambridge, Massachusetts, was founded in 1999 by its current president and CEO, Andrew Kallfelz. It produces light, electric vehicles and claims to be
5. How would you use the Internet and social media to determine men’s preferences for electric vehicles?eGO Vehicles (www.egovehicles.com), based in Cambridge, Massachusetts, was founded in 1999 by its current president and CEO, Andrew Kallfelz. It produces light, electric vehicles and claims to
4. Can eGO make use of a panel? If so, what type of a panel for what purpose?eGO Vehicles (www.egovehicles.com), based in Cambridge, Massachusetts, was founded in 1999 by its current president and CEO, Andrew Kallfelz. It produces light, electric vehicles and claims to be the leading manufacturer
3. What type of research design do you think the company adopted in conducting marketing research to determine consumer preferences for eGO vehicles?eGO Vehicles (www.egovehicles.com), based in Cambridge, Massachusetts, was founded in 1999 by its current president and CEO, Andrew Kallfelz. It
2. Define the marketing research problem corresponding to the managementdecision problem you identified.eGO Vehicles (www.egovehicles.com), based in Cambridge, Massachusetts, was founded in 1999 by its current president and CEO, Andrew Kallfelz. It produces light, electric vehicles and claims to be
1. eGO would like to increase its U.S. sales. Define the management-decision problem.eGO Vehicles (www.egovehicles.com), based in Cambridge, Massachusetts, was founded in 1999 by its current president and CEO, Andrew Kallfelz. It produces light, electric vehicles and claims to be the leading
4. What information available from www.nielsen.com can help HP evaluate the effectiveness of its Web site?
3. What information is available on consumer social media usage from syndicated firms? How can HP make use of this information?
2. How can HP make use of lifestyle information available from syndicated services?
1. What information available from syndicated firms would be useful to HP as it seeks to increase its penetration of U.S. households?
6. Select an industry of your choice. Contact one of the syndicated firms to obtain industry sales and the sales of the major firms in that industry for the past year. Estimate the market shares of each major firm.From a published source, obtain information on the market shares of these same firms.
5. Visit www.arbitron.com and write a report about Arbitron’s syndicated services.
4. Visit www.gallup.com and write a report about Gallup’s syndicated services.
3. Visit www.symphonyiri.com and write a report about the products and services offered by SymphonyIRI Group.
2. Visit www.nielsen.com and write a report about the various services offered by Nielsen.
1. Visit www.npd.com and write a description of a panel maintained by NPD.
13. How are syndicated firms using social media?
12. Explain what is meant by single-source data.
11. Why is it desirable to use multiple sources of secondary data?
10. Describe the information provided by institutional and industrial services.
8. Describe the uses of scanner data.
6. What are the relative advantages of purchase panels over surveys?
5. Explain what a panel is. How do purchase panels and media panels differ?
4. How can surveys be classified?
3. What is the nature of information collected by surveys?
1. How do syndicated data and data available from other secondary sources differ?
4. Encourage students to visit relevant Web sites of the client and its competitors and to conduct a thorough online search using search engines.
3. One, a few, or all of the teams can be assigned the responsibility of collecting and analyzing data from the Internet and social media.
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