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marketing research
Marketing Research An Integrated Approach 3rd Edition Alan Wilson - Solutions
???? understand the key steps in the marketing research process;
???? be aware of the importance of the research brief and its contents;
???? understand the process involved and the criteria used in selecting marketing research agencies;
???? be aware of the importance of the research proposal and its contents;
???? appreciate the broad types of research design;
???? understand the need for an ethical and professional approach towards marketing research;
???? be aware of relevant data protection legislation and professional codes of conduct.
1 Why should a team rather than an individual be used to develop a research brief?
2 How should one go about selecting a marketing research agency?
3 What role does exploratory research play in the marketing research process?
4 Describe the various ways that a multi-country research project can be managed.
5 Discuss the proposition that the research proposal is the most important part of the whole marketing research project.
6 Explain the difference between cross-sectional studies and longitudinal studies.Give examples of studies for which each may be appropriate.
7 What is the relationship between exploratory, descriptive and causal research?
8 Why is ethics particularly important for the marketing research industry?
9 Explain the difference between a marketing research code of conduct and data protection legislation.
10 How does the code of conduct attempt to protect the rights of children in relation to marketing research studies?
???? understand the benefits and limitations of secondary data;
???? understand how to evaluate secondary data;
???? be aware of how to assess the accuracy of secondary data;
???? be aware of the various sources of secondary data available inside and outside the organisation;
???? be aware of the value of customer databases and the manner in which they can be used for generating marketing information;
???? be aware of the components of a marketing decision support system.
1 Why should an organisation spend time gathering secondary data prior to undertaking primary research?
2 Describe the key limitations of secondary data. How can the effect of these be minimised?
3 For each of the following products and services, which industry associations would you contact for secondary data: (a) glass bottles, (b) farm machinery,(c) plumbing services, (d) photographic equipment, (e) games software?
4 What is the difference between internal and external secondary data?
5 Similar to the table of reference data on page 60, produce a table of reference data for job titles in your company or industry.
6 Describe the weaknesses of database information.
7 Enter your postcode into the www.upmystreet.com website and assess the accuracy of the ACORN profile for your neighbourhood that appears in the ‘My Neighbours’ section.
8 List the possible contents of a marketing decision support system and explain their value to a marketing decision maker.
9 Explain what data mining is and where it may be useful.
10 Use five different search engines to find ‘Marketing Research: An Integrated Approach’. Which of the search engines is best at finding an information source on this book?
???? understand the value of observational research;
???? be aware of the different categories and types of observation research;
???? in particular, understand the nature of audits and mystery shopping research;
???? be aware of some of the ethical issues associated with observation research.
1 What are the biggest limitations of observation research?
2 What advantages does observation research have over interviewing and survey research?
3 In what type of situations would contrived observation be more appropriate than natural observation?
4 In the past week, how many of your actions or behaviours do you think have been observed mechanically?
5 What advantages does mystery shopping have over sending a manager around various service outlets to see what is happening?
6 Describe the workings of a retail audit.
7 How do web-based retailers and suppliers monitor your actions on their sites?
8 What attempts are made to make mystery shopping as objective as possible?
9 What training do you need to become a mystery shopper?
10 Is observation for marketing research purposes ethical? Justify your answer.
???? be able to identify the types of research most suited to qualitative research;
???? be aware of the key characteristics of individual depth interviews;
???? understand the key tasks involved in undertaking group discussions;
???? appreciate the main types of projective technique;
???? be aware of the influence of technology on the future of group discussions;
???? understand the processes and procedures involved in analysing qualitative data.
1 Describe the skills that you think a moderator of a group discussion should have.
2 In the Screening Questionnaire (Figure 5.1), the interviewer is asked to tally the people who are rejected. Why do you think this is?
3 Why are group discussions widely used in the development of advertising?
4 Why is qualitative research particularly suited to the early stages of new product development?
5 Describe the key characteristics of an individual depth interview.
6 Why is the development of rapport so critical to qualitative research?
7 The interviewer or moderator is critical to the success of qualitative research.Discuss.
8 What is a projective technique?
9 Why would you run a group discussion by video conferencing or over the Internet?
10 Explain the most common approaches to the analysis of qualitative data.
???? be aware of the characteristics of the main quantitative survey methods;
???? appreciate how technology is being used to undertake these methods;
???? understand the application of these methods within omnibus surveys and experimental techniques (hall tests, placement tests and simulated test markets).
1 How does quantitative research differ from qualitative research?
2 What advantages does personal interviewing have over telephone interviewing?
3 What does interviewer bias mean and how can it impact on personal interviewing?
4 What are the advantages of using computers to assist in the undertaking of personal or telephone interviews?
5 Why are response rates for telephone interviewing on the decline?
6 How can the response rates of postal surveys be improved?
7 Discuss the proposition that online surveys will soon replace all postal surveys.
8 Describe the workings of an omnibus survey and explain why a client may use one.
9 In what circumstances would you use a placement test rather than a hall test?
10 Describe the workings of a panel and explain why a panel may be used instead of a one-off survey.
???? understand the sequential stages involved in designing a questionnaire for quantitative research;
???? be aware of the three main types of question (open, closed and scaled response) and their usage;
???? understand the most commonly used scaling approaches (constant sum, Likert, semantic differential, stapel and purchase intent scales);
???? be aware of the guidelines regarding the wording, sequencing, layout and pilot testing of questionnaires.
1 Explain the concept of ‘noise’ in questionnaire design.
2 What factors should a researcher consider when developing question topics?
3 Why would a researcher choose to use an open-ended question?
4 What factors are critical in the development of multiple-choice questions?
5 Explain the difference between comparative and non-comparative rating scales.
6 Explain the difference between forced and non-forced rating scales.
7 What are the main differences between a Likert scale and a semantic differential scale?
8 In wording questions, what are the main faults that a researcher should attempt to avoid?
9 Explain what is meant by the funnel sequence of questioning.
10 What are the main elements that should be considered in designing the layout and appearance of a questionnaire?
???? be aware of the steps involved in the sampling process;
???? understand the concepts of population and sampling frame;
???? be aware of the different types of probability and non-probability sampling techniques;
???? be aware of some of the problems involved in sampling for Internet surveys;
???? be able to explain how to determine the sample size for a survey;
???? understand the concepts of sampling and non-sampling error.
1 Explain the term ‘population of interest’.
2 Why does the marketing research industry undertake so few censuses?
3 What are the differencs between probability and non-probability sampling errors?
4 Explain the similarities and differences between simple random samples, systematic samples and stratified random samples.
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