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Basic Marketing Research Integration Of Social Media 4th Edition Naresh K. Malhotra - Solutions
2. If the project is supported by a budget, then relevant information can be purchased from syndicated sources.
1. Visit the Web sites of syndicated firms to identify the relevant information, some of which can be obtained without cost.
2. How will the type of research you recommend enable George Michel to size the HMR market and determine what new products and services Boston Market should introduce?
1. Given the wide estimates of $50 billion to $150 billion for HMR potential sales for 2015, how can Boston Market get a more reasonable estimate? What sources of syndicated data should be consulted? (Check all that apply.)a. SymphonyIRI Groupb. Nielsenc. McKinsey & Companyd. NPD Groupe. All of the
2. Discuss how the marketing management-decision action that you recommend to George Michel is influenced by the syndicated sources of data that you suggested earlier and by the information they provide.
1. What new products and services should George Michel introduce? (Check all that apply.)a. Opening of new restaurant conceptsb. Expanded catering servicesc. Enhanced drive-through operationsd. Launching of a new advertising campaigne. All of the above
9. Identify and describe syndicated firms, other than those listed in this chapter, that offer the following services. Briefly describe each service. Cite all URLs and references.a. Lifestyle surveysb. Advertising evaluation surveysc. Omnibus panelsd. Purchase panelse. Media panels (TV, radio,
8. Identify the ethical issues involved in the use of syndicated data.
7. Discuss how social media can enhance the usefulness of syndicated data.
6. Describe what syndicated data are available for conducting international marketing research.
5. Explain why multiple sources of secondary data should be used and what is meant by single-source data.
4. Understand how syndicated data are collected from institutions.
3. Discuss the major methods of obtaining syndicated data from households/consumers.
2. Describe how syndicated data are classified.
1. Explain how syndicated data differ from other types of secondary data.
4. Describe the sources of secondary data that would be helpful in determining consumer preferences for health care facilities. Would it be helpful to analyze social media content? Why or why not?William and Charles Mayo began practicing medicine in the 1880s in Rochester, Minnesota. They were
3. What type of research design should be adopted? Why?William and Charles Mayo began practicing medicine in the 1880s in Rochester, Minnesota. They were quickly recognized as extremely talented surgeons, and they gained so many patients that they were forced to think about expanding their
2. Define the marketing research problem corresponding to the managementdecision problem you have defined in question 1.William and Charles Mayo began practicing medicine in the 1880s in Rochester, Minnesota. They were quickly recognized as extremely talented surgeons, and they gained so many
1. The Mayo Clinic would like to further strengthen their brand image and equity. Define the management-decision problem.William and Charles Mayo began practicing medicine in the 1880s in Rochester, Minnesota. They were quickly recognized as extremely talented surgeons, and they gained so many
3. Visit the U.S. Census Bureau at www.census.gov. As HP seeks to increase its penetration of U.S. households, what information available from the U.S. Census Bureau is helpful?
2. Search the Internet including social media to obtain information on HP’s marketing strategy.Social Media Do you agree with HP’s marketing strategy? Why or why not?
1. Search the Internet to find information on the latest U.S.market share of HP and other PC marketers.
2. Discuss the growing use of computerized databases.
1. Discuss the significance and limitations of U.S. Census data as a major source of secondary data.
7. Visit www.census.gov. Use State Rankings and Vital Statistics to identify the top six states for marketing products to the elderly.
5. Visit www.dnb.com and write a report about the type of information on businesses available from D&B.
4. Visit the NAICS Association Web site (www.naics.com).Find the NAICS codes for “Computers, manufacturing”and “Hospitals, general medical and surgical.” Discuss the significance and usefulness of these codes.
3. You are enhancing Dell’s internal household customer data with externally available information. Visit the Equifax Web site (www.equifax.com) to determine what demographic and psychographic data are available that would be useful to Dell for targeting the household computer market.
2. Determine total e-commerce sales for the past year from each of the following sources: Forrester Research(www.forrester.com), ComScore (www.comscore.com), Nielsen (www.nielsen.com), and the U.S. Commerce Department (www.commerce.gov). Do these four estimates agree?
1. Select an industry of your choice. Using external published sources, obtain industry sales and the sales of the major firms in that industry for the past year. Estimate the market share of each major firm. Use a computerized database to obtain information on the market shares of these same
12. Discuss the use of social media as a source of secondary data.
11. What is database marketing?
10. Describe a geo-visual database.
9. What is geo-coding? Give an example.
8. Is it useful to combine internal and external secondary data? Why or why not?
7. What are the various sources of published secondary data?
6. How do internal and external secondary data differ?
5. What criteria are used to evaluate secondary data?
4. What are the disadvantages of secondary data?
3. What are the advantages of secondary data?
1. How do primary and secondary data differ?
2. How is your marketing management decision influenced by the information in the secondary data sources that you suggested earlier?
1. In order to enhance the appeal of Tommy Hilfiger clothing to the fashion conscious consumer, Fred Gehring should (check all that apply):a. Introduce new lines of designer clothing.b. Feature supermodels in Tommy Hilfiger’s advertising.c. Increase the distribution of Tommy Hilfiger clothing
2. How would the type of secondary research you recommend enable Fred Gehring and Tommy Hilfiger to keep abreast of apparel trends?
1. What sources of secondary data should Tommy Hilfiger consult to keep informed about apparel fashion trends? (Check all that apply.)a. Apparel industry trade association databasesb. U.S. Bureau of the Census, census of populationc. University of Michigan, consumer confidence index
6. What type of research design would you recommend for investigating the marketing research problem?The National Football League (www.nfl.com) is considered the king of all professional sports in the United States. It was formed by 11 teams in 1920 as the American Professional Football Association
5. Develop three appropriate research questions, each with suitable hypotheses.The National Football League (www.nfl.com) is considered the king of all professional sports in the United States. It was formed by 11 teams in 1920 as the American Professional Football Association and adopted the name
4. Define an appropriate marketing research problem corresponding to the management-decision problem in question 2.The National Football League (www.nfl.com) is considered the king of all professional sports in the United States. It was formed by 11 teams in 1920 as the American Professional
3. What is the main competition faced by the NFL? How can an analysis of social media shed light on this issue?The National Football League (www.nfl.com) is considered the king of all professional sports in the United States. It was formed by 11 teams in 1920 as the American Professional Football
2. The NFL would like to increase its share of the female market segment. Define the management-decision problem.The National Football League (www.nfl.com) is considered the king of all professional sports in the United States. It was formed by 11 teams in 1920 as the American Professional Football
1. Football is a male-dominated sport. Discuss the role that marketing research can play in helping the NFL more effectively market the league to women.The National Football League (www.nfl.com) is considered the king of all professional sports in the United States. It was formed by 11 teams in
4. HP would like to determine consumer response to a new lightweight tablet PC that it has developed.What research design would you recommend?Discuss how social media can be used in implementing this design.
3. Describe one way in which HP can make use of causal research.
2. Describe one way in which HP can make use of descriptive research.
1. How can HP make use of exploratory research to understand how household consumers buy personal computers and related equipment?
3. “There are many potential sources of error in a research project. It is impossible to control all of them. Hence, marketing research contains many errors, and we cannot be confident of the findings.” Discuss these statements as a group. Did your group arrive at a consensus?
2. Discuss the following statement: “The researcher should always attempt to develop an optimal design for every marketing research project.”
1. Discuss the following statement: “If the research budget is limited, exploratory research can be dispensed with.”
5. You are conducting an image study for Carnival Cruise Lines. As part of exploratory research, analyze the messages posted to the newsgroup rec.travel.cruises to determine the factors that consumers use in evaluating cruise companies. This newsgroup can be located at http://groups.google.com.
4. Visit the Web page of three of the marketing research firms listed in Table 1.1. What types of research designs have these firms implemented recently?
3. Visit Toluna (www.toluna.com).a. What are the surveys currently being conducted?b. How are the respondents being recruited for these surveys?c. Discuss the different type of errors likely to arise given the way the respondents are being recruited.
2. Welcome, Inc., is a chain of fast-food restaurants located in major metropolitan areas in the South. Sales have been growing very slowly for the last 2 years. Management has decided to add some new items to the menu; however, first they want to know more about their customers and their
1. Sweet Cookies is planning to launch a new line of cookies and wants to assess the size of the market. The cookies have a mixed chocolate-pineapple flavor and will be targeted at the premium end of the market. Discuss the type of research design that could be used.
11. Discuss the ethical issues involved in formulating an appropriate research design?
10. How can exploratory and descriptive research be implemented in social media?
9. List the major components of a research design.
7. What is a causal research design? What is its purpose?
6. Discuss the advantages and disadvantages of panels.
1. Define research design in your own words.
4. Prepare a formal proposal, as described in this chapter, and obtain client approval.
3. It is helpful to invite the client to this session.
2. As a class, discuss and select the research design for this project.
1. Each team should present to the class the type of research design they think is appropriate. Normally, the teams will end up with similar research designs, unless they are working on different projects.
2. If you were the head of the marketing team for the Meteor Motorcycle Company, what would you like to be made clearer in this proposal?
1. Open Meteor Proposal.doc and read about an actual study done for one of the exciting heavyweight cruiser motorcycle companies. The names have been changed here. How well does this proposal correspond to the recommendations about proposals just discussed?
2. Discuss how the course of action you recommend to Brian France is influenced by the research that you suggested earlier and by the findings of that research.
1. Brian France realizes that it is crucial for NASCAR to project the right image.However, he wonders what that image is. Is it (check as many as are applicable):a. A rural sports imageb. An urban sports imagec. Southern heritaged. Blue-collar sportse. A national sport for all lifestyles
3. Discuss the role of the type of research design you recommend in enabling Brian France to change the image of NASCAR.
2. Which of the following research designs would you recommend?a. Exploratory research: focus groupsb. Exploratory research: depth interviewsc. Exploratory research followed by a descriptive surveyd. Exploratory research followed by causal researche. Descriptive survey followed by exploratory
1. Do you think the research design adopted by NASCAR was appropriate? Why or why not?
10. Understand the ethical issues involved in the use of secondary data.
9. Discuss social media as a valuable source of secondary data.
8. Identify and evaluate the sources of secondary data useful in international marketing research.
7. Discuss the merging of internal and external secondary data with applications to geo-demographic coding and geo-visual mapping.
6. Describe in detail the different sources of external secondary data, including business/nongovernment, government, social media, and syndicated services.
5. Explain how internal secondary data involve data warehousing, data mining, customer relationship management, and database marketing.
4. Identify the different sources of secondary data and classify them as internal or external.
3. Evaluate secondary data using specifications, error, currency, objectives, nature, and dependability criteria.
2. Analyze the advantages and disadvantages of secondary data and their uses in the various steps of the marketing research process.
1. Define the nature and scope of secondary data and distinguish secondary data from primary data.
8. Understand the ethical issues and conflicts that arise in formulating a research design.
7. Discuss how the analysis of social media content can facilitate the research design process.
6. Explain research design formulation in international marketing research.
5. Describe the elements of a marketing research proposal and show how it addresses the steps of the marketing research process.
4. Discuss managerial aspects of coordinating research projects, particularly budgeting and scheduling.
3. Describe the major sources of errors in a research design, including random sampling and nonsampling errors.
2. Compare and contrast the basic research designs:exploratory, descriptive, and causal.
1. Define research design, classify various research designs, and explain the differences between exploratory and conclusive designs.
7. How would you classify marketing research suppliers?
6. Discuss the role of marketing research in gathering competitive intelligence.
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