Marketing Research An Integrated Approach 3rd Edition Alan Wilson - Solutions

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5. What decisions do marketing managers make? How does marketing research help them to make these decisions?
4. Describe the task of marketing research and illustrate with an example.
3. Describe the steps in the marketing research process.
2. Describe a classification of marketing research and give examples.
1. Define marketing research. What are some of the noteworthy aspects of this definition?
6. Visit the U.S. Bureau of Labor Statistics Web site at www.bls.gov and search the Internet to obtain information on the employment potential for marketing researchers.
5. Visit the Web sites of the following organizations: MRA(www.mra-net.org), ESOMAR (www.esomar.org), and AMSRS (www.amsrs.com.au). Compare and contrast the information available at these sites. Of the three marketing research associations, which has the most useful Web site? Explain.
10. List five guidelines for selecting an external marketing research supplier.
11. What career opportunities are available in marketing research? Are you interested in pursuing such a career?Why or why not?
12. What is a marketing information system (MIS)?
7. One or a few students should be selected as project coordinators.
6. Explain how the teams will be evaluated.
5. Develop a project schedule clearly specifying the deadlines for the different steps.
4. Organize the class. This might require the formation of project teams. The entire class could be working on the same project with each team working on all aspects of the project or each team could be assigned a specific responsibility(e.g., a specific component of the problem or a specific
3. Explain how the project’s result will help the client make specific marketing decisions.
2. Discuss the client’s marketing organization and operations.
1. Give a background of the client organization.
15. Who are the stakeholders in marketing research?
14. Discuss the role of social media in conducting marketing research.
13. How is DSS different from MIS?
1. What type of marketing research should Samsonite undertake? (Check as many as are applicable.)a. Product researchb. Pricing researchc. Promotion researchd. Distribution researche. All of the above
4. Search the Internet and your library’s online databases to identify an innovative new product introduced in the past 12 months and research it. Write a report about the marketing research undertaken to develop this product.
3. Describe one marketing research project that would be useful to each of the following organizations:a. Your campus bookstoreb. The public transportation authority in your cityc. A major department store in your aread. A restaurant located near your campuse. A zoo in a major city
3. Visit www.burke.com and write a report about the various marketing research services offered.
2. What is Burke’s view of the role of marketing research?
1. Describe the evolution of marketing research. How has the role of marketing research changed as the field has evolved? How is social media changing marketing research?
8. Explain the role of marketing research in decision support systems in providing data, marketing models, and specialized software.
7. Describe careers available in marketing research and the backgrounds and skills needed to succeed in them.
5. Explain how the decision to conduct marketing research is made.
4. Discuss the role of marketing research in gathering competitive intelligence.
3. Understand the nature and scope of marketing research and its role in designing and implementing successful marketing programs.
2. Describe a framework for conducting marketing research as well as the six steps of the marketing research process.
2. Search the Internet to identify five examples of problem-identification research and five examples of problem-solving research.
1. Visit the Web site of one of the marketing research firms listed in Table 1.1. Write a report on the types of marketing research conducted by this firm. Classify this firm based on the scheme presented in Figure 1.7.
2. What is the ideal educational background for someone seeking a career in marketing research?
5. How can HP make use of social media to obtain marketing research information?
4. Would you like to pursue a marketing research career with HP? Explain.
3. What problem-solving research should HP undertake?
2. What problem-identification research should HP undertake?
1. Discuss the role that marketing research can play in helping HP maintain and build on its leadership position in the personal computers market.
1. Define marketing research and distinguish between problem-identification and problem-solving research.
2. Discuss the role of the type of research you recommend in enabling Marcello Bottoli to increase the market share of Samsonite. ?
6. Develop two research questions, each with two hypotheses, based on the marketing research problem you defined in question 4.
6. You are a consultant to Coca-Cola USA working on a marketing research project for Diet Coke.a. Use the online databases in your library to compile a list of articles related to the Coca-Cola Company, Diet Coke, and the soft-drink industry published during the past year.b. Visit the Coca-Cola
5. Suppose you are conducting research for American Airlines. Identify, from secondary sources including Social Media social media, the attributes or factors passengers consider when selecting an airline.
4. Identify five symptoms and a plausible cause for each one.
3. State the management-decision problems for which the following marketing research problems might provide useful information.a. Estimate the sales and market share of department stores in a certain metropolitan area.b. Determine the design features for a new product that would result in maximum
2. State the marketing research problems for each of the following management-decision problems.a. Should a new product be introduced?b. Should an advertising campaign, which has run for 3 years, be changed?c. Should the in-store promotion for an existing product line be increased?d. What pricing
1. Visit www.census.gov and obtain data relating to population trends by age groups. What are some of the marketing implications of these trends?
11. What are the most common forms of analytical models?
10. What are the differences between research questions and hypotheses?
8. Visit the Web sites of competing sneaker brands(Nike, New Balance, and Adidas). The URLs are www.nike.com, www.newbalance.com, and www.adidas.com. From an analysis of information available at these sites, as well as a conducting a search in social media, determine the criteria used by consumers
1. Form a group of five or six people to discuss the following statement: “Correct definition of the marketing research problem is more important to the success of a marketing research project than sophisticated research techniques.’’ Did your group arrive at a consensus?
2. We are all aware that Coca-Cola changed its flagship brand of 99 years to New Coke and subsequently returned to the old favorite, Coca-Cola Classic. Working in a group of four, read as much material as you can on this marketing bungle.Identify the decision problem that Coke management faced. As
4. Define a suitable marketing research problem corresponding to the management-decision problem that you identified in question 3.
3. Accenture would like to increase preference and loyalty to its services.Describe the management-decision problem.
1. Discuss the role of marketing research in helping Andersen Consulting select a new name (Accenture). If Accenture were to select a new name today, would social media research be helpful? If yes, how?
5. Describe three research questions, with one or more hypotheses associated with each.
4. Present a graphical model describing consumers’selection of a personal computer brand.
3. Define an appropriate marketing research problem that corresponds to your definition of the managementdecision problem.
2. Define the management-decision problem facing HP as it seeks to maintain and build on its leadership position in the personal computers market.
1. Conduct an Internet and social media search on HP and briefly describe the environmental context of the problem surrounding HP.
8. What are the common types of errors encountered in defining a marketing research problem? What can be done to reduce the incidence of such errors?
9. Understand the ethical issues and conflicts that arise in defining the problem and developing the approach.
8. Describe how social media can be used to identify and define the marketing research problem and aid in developing an approach.
7. Acquire an appreciation of the complexity involved in defining the problem and developing an approach in international marketing research.
6. Discuss in detail the various components of the approach:analytical framework and models, research questions and hypotheses, and specification of information needed.
5. Explain the structure of a well-defined marketing research problem, including the broad statement and the specific components.
4. Clarify the distinction between the management-decision problem and the marketing research problem.
3. Discuss the environmental factors affecting the definition of the research problem: past information and forecasts, resources and constraints, objectives of the decision maker, buyer behavior, legal environment, economic environment, and marketing and technological skills of the firm.
2. Describe the tasks involved in problem definition, including discussions with decision makers, interviews with industry experts, secondary data analysis, and qualitative research.
1. Understand the importance of and the process used for defining the marketing research problem.
2. Discuss how the marketing management decision action that you recommend to Marcello Bottoli is influenced by the research that you suggested earlier and by the findings of that research.
10. Visit www.walmart.com and search the Internet—including social media—as well as your library’s online databases to identify the challenges and opportunities facing Walmart, the largest retailer in the world.Visit groups.google.com and browse retailing newsgroups to identify an expert in
11. In an attempt to take market share away from archrival P&G’s Pampers, Kimberly-Clark’s baby-care division has developed a diaper that remains wet for 2 minutes prior to drying. Called “Wet ’n Act Advanced Trainers,” these diapers prompt toddlers to try tinkling in the toilet once they
1. What do you think is the underlying problem facing Kellogg’s? Check as many of the following as are applicable:a. Kellogg’s is targeting the wrong segment: kids.b. Competition from bagels and muffins is stiff.c. Kellogg’s prices are too high.d. Kellogg’s needs to introduce new
6. What is the difference between a symptom and an underlying cause? How can a skillful researcher differentiate between the two and identify the true problem?
5. What is a problem audit?
3. What are some reasons that management often is not clear about the real problem?
2. Why is it important to correctly define the marketing research problem?
2. Discuss how the marketing management decision action that you recommend to David Mackay is influenced by the research that you suggested earlier and by the findings of that research.
1. David Mackay is wondering what changes Kellogg’s should make to increase market share. Should Kellogg’s (check as many as are applicable):a. Introduce new cereals targeted at adults.b. Decrease prices.c. Increase advertising budget and launch a new campaign.d. Launch a sales promotion
3. Discuss the role of the type of marketing research problem you have identified in enabling David Mackay to increase Kellogg’s sales.
2. Define an appropriate marketing research problem that Kellogg’s needs to address.
1. Marcello Bottoli’s aggressive marketing strategy should be built around (check as many as are applicable):a. New product developmentb. Price discountsc. International marketingd. Distribution through flagship storese. All of the above
???? understand the need for an integrated approach to the collection, recording, analysing and interpreting of information on customers, competitors and markets;
???? be able to define the terms marketing research, customer database and user-generated content;
???? understand the need for marketing information and the marketing concept;
???? be aware of some of the difficulties and limitations associated with the growing levels of information available;
???? be able to describe the structure of the marketing research and database industry.
1 Marketing research has traditionally been associated with consumer goods. Today an increasing number of non-profit organisations (charities, government departments)are using marketing research. Why do you think this is the case?
2 Explain the importance of marketing research to the implementation of the marketing concept.
3 Using the upmystreet.com website, enter a postcode (it may be your own) and look at the detailed ACORN profile for that postcode. Report on the contents of the profile in class.
4 Consider a frequent flyer programme for an airline. What type of information is such a programme likely to hold on each of its members?
5 Why do organisations maintain customer databases?
6 Considering the demographic changes mentioned on page 8, what are the likely implications of these changes for a manufacturer of tinned baked beans?
7 Explain the meaning of each of the following information roles: descriptive, comparative, diagnostic and predictive.
8 What is meant by the term ‘information explosion’ and what are its implications?
9 When Sony first undertook research into the potential for the Walkman, the results suggested that the product would be a failure. Why do you think that was?
10 Why are marketing research departments in many large organisations changing their names to customer insight departments? To justify this change, what activities should the renamed department be involved in?

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