Marketing Research 9th Edition Alvin C. Burns, Ann F. Veeck - Solutions

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What are the arguments for standardisation of marketing strategies in the global marketplace? What are the arguments for localisation? What are some ways a firm can standardise or localise its marketing mix?
In this chapter we talked about how firms do strategic, functional and operational planning. Yet some firms are successful without formal planning. Do you think planning is essential to a firm’s success? Can planning ever hurt an organisation?
When most people think of successful marketing, internal firm culture doesn’t immediately come to mind as a contributing factor. What are some reasons a firm’s corporate culture is important to the capability to do good marketing?Give some examples of what you consider to be a good corporate
Most marketers today feel pressure to measure (quantify)their level of success in marketing planning. Is it easy to measure marketing’s success (compared with, say, measuring the success of a firm’s financial management or production quality)? Explain your viewpoint.
The World Trade Organization seeks to eventually remove all barriers to world trade. Do you think this will ever be a reality? What do you think are the positive and negative aspects of a totally free marketplace? Which countries will win and which will lose in such a world?
In recent years, terrorism and other types of violent activities around the globe have made the global marketplace seem very unsafe. How concerned should firms with international operations be about such activities?Should these firms consider abandoning some global markets? How should firms weighup
Assume that you are the marketing director for a small firm that manufactures educational toys for children. Your boss, the company president, has decided to develop a mission statement. He’s admitted that he doesn’t know much about developing a mission statement and has asked that you help
As a marketing student, you know that large firms often organise their operations into a number of strategic business units (SBUs). A university might develop a similar structure in which different academic schools or departments are seen as separate businesses. Working with a group of four to six
An important part of planning is a SWOT analysis, understanding an organisation’s strengths, weaknesses, opportunities and threats. Choose a business in your community with which you are familiar. Develop a brief SWOT analysis for that business.
As an employee of a business consulting firm that specialises in helping people who want to start small businesses, you have been assigned a client who is interested in introducing a new concept in health clubs, one that offers its customers both the usual exercise and weight training
Assume that your firm is interested in the global market potential for a chain of coffee shops in the following countries: Italy, the UK and the Netherlands. You recognise that an understanding of the external environments in each of these potential markets is essential. First, decide which
Although most large firms have already made the decision to go global, many small to medium-sized firms are only now considering such a move. Consider a small firm that manufactures gas barbecue grills.a. What type of market entry strategy (exporting, contractual agreement, strategic alliance or
As part of a small group, select a country you would like to know more about and a product you think could be successful in that market. As a first step, gather information about the country. If possible, find a fellow student from the country and talk with him or her about the country.You will
Prepare a summary of your findings that includes the following:a. An overall description of the country, including such factors as its history, economy, religions and so on, that might affect marketing of the product you have selected.b. A description of the cultural values and business ethics
What are some advantages and disadvantages of telephone interviews, postal questionnaires, face-to-face interviews and online interviews?
What is a cross-tabulation? How are cross-tabulations useful in analysing and interpreting data?
Some marketers attempt to disguise themselves as marketing researchers when their real intent is to sell something to the consumer. What is the impact of this practice on legitimate researchers? What do you think might be done about this practice?
Do you think marketers should be allowed to conduct market research with young children? Why or why not?
Are you willing to divulge personal information to marketing researchers? How much are you willing to tell, or where would you draw the line?
What is your overall attitude toward marketing research?Do you think it is a beneficial activity from a consumer’s perspective? Or do you think it merely gives marketers new insights on how to convince consumers to buy something they really don’t want or need?
Sometimes firms use data mining to identify and abandon customers who are not profitable because they don’t spend enough to justify the service needed or because they return a large proportion of the items they buy. What do you think of such practices? Is it ethical for firms to prune out these
Many consumers are concerned about online tracking studies and their privacy. Do consumers have the right to‘own’ data about themselves? Should governments limit the use of the internet for data collection?
Consider the approach to tracking consumers’ exposure to promotions via portable people meters, or PPMs. How would you feel about participating in a study that required you to use a PPM? What would be the advantage of a PPM approach versus keeping a written diary of television shows you watched
Your firm is planning to begin marketing a consumer product in several markets. You have been given the responsibility of developing plans for marketing research to be conducted in South Africa, in Spain and in China In a role-playing situation, present the difficulties you expect to encounter, if
As an account executive with a marketing research firm, you are responsible for deciding on the type of research to be used in various studies conducted for your clients. For each of the following client questions, list your choices of research approaches.a. Will television or magazine advertising
Your marketing research firm is planning to conduct surveys to gather information for a number of clients. Your boss has asked you and a few other new employees to do some preliminary work. He has asked each of you to choose three of the topics (from among those listed next) that will be included
For each of the topics you selected in item 3, how might a more passive (observation) approach be used to support the communication methods employed?
Why is a sample more desirable than a census? What are some of the reasons for taking a sample?
How can the challenges of sampling for Internet surveys be addressed?
What is the confidence interval formula for calculating sample size? Describe all the elements of the formula.
Dabur wants to conduct a nationwide quantitative study to map the usage of almond oil. However, the variability is unknown to the manager, who wishes to calculate the sample size that she might need to conduct the research. She wants a confidence level of 95% with a precision (allowable error) of
How can sample size and the cost of data collection be balanced?
What is a worst-case variability?
What is a small population? What is a finite multiplier in the context of a small population?
How can sampling error be controlled?
What is a data code book?
Why is data quality a concern for a researcher while working with a panel company?
Why is inspecting raw data important?
Your business has started using a new market research company that charges roughly 30% lower than the more established company you were using in the past. The research results appear to be markedly different from previous surveys. When questioned, the market research company tells you to not worry
Located in Tokyo, Japan, Sony Mobile Communications is a prominent competitor in the worldwide electronics equipment market. Because of stagnant sales in its ultra HD TVs, that division has decided to use an online panel company as the data collection method for a survey on consumer attitudes and
Explain any four types of statistical analysis and their underlying statistical concepts. Describe how each of them has a unique role in the data analysis process.
In addition to the Auto Concepts survey, Cory Rogers of CMG Research was working with Jeff Dean, who believed that there was an opportunity to build an upscale restaurant, possibly to be called L’ Experience Félicité (for “Delightful Experience”) somewhere in the metropolitan area. The the
Cory Rogers of CMG Research was happy to call Nick Thomas to inform him that Auto Concepts survey data were collected and ready for analysis. Of course, Cory had other marketing research projects and meetings scheduled with present and prospective clients, so he called in his data analyst, Celeste
What is meant by the statistical significance of differences? How does this notion underpin marketing research?
Do association analysis and the correlation coefficient explicitly assume a cause-and-effect relationship? State the reasons for your answer.
What must be determined before using correlation? Why is it essential?
What is a general conceptual model? With respect to multiple regression analysis, in what ways can a The general conceptual model helps marketing researchers and managers?
Jeff Dean, the aspiring restaurant owner, was a very happy camper. He had learned that his dream of L’Experience Félicité Restaurant could be a reality. Through the research conducted under Cory Rogers’s expert supervision and Christine Yu’s SPSS analysis, Jeff had a good idea of what
How can videos be utilized in marketing research reports?
Cory Rogers is ready to write the first draft of the final report for Auto Concepts. Nick Thomas of Auto Concepts has told Cory that ZEN Motors has its marketing research department and that researchers there are eager to read his report. Cory knows they will be particularly interested in technical
Cory Rogers of CMG Research completes the report for Auto Concepts and decides to make some PowerPoint slides to use in his presentation of the findings. Working in Microsoft Word, he writes a title for his presentation: “Auto Concepts: A Marketing Research Study to Determine Car Model
Refer back to Marketing Research Insight 5. 4 . Would Jacksonville, Florida, actually meets the criterion to be a test market. Cite the information on which you base your decision.MARKETING RESEARCH INSIGHT 5. 4The purpose of this exercise is to introduce the American Community Survey (ACS) and the
Why do sample surveys have predetermined margins of error?
A newly established noodle house has suffered low sales lately. The owner of the noodle house wants to research to collect information that will help him solve the problem at hand and design a workable strategy. Explain how the three types of research designs can be used in this case.
Nan-Clean is a newly developed cleaning liquid for milk bottles that uses special enzymes to remove dirt effectively. Nan-Clean has been positioned as a product that is made of natural ingredients and is thus a more effective cleaning liquid than the other competing brands in the market. Design an
Active-Ingredients is a company supplying baking ingredients in major hypermarkets that are facing intense competition from many local and foreign brands. Active-Ingredients is thinking of using a television set as a point-of-sale (POS) display at selected hypermarkets to advertise the different
What is meant by CRM?
Tracking studies are offered by many market research companies, and several use sophisticated software systems to carry them out. Research the typical areas examined in a tracking study. What value do such studies offer the client?
We used an example of going to the Esri Tapestry Segmentation website for an Active Learning exercise. Go to those instructions. Enter your residence ZIP code and describe the inhabitants in terms of one or more of the consumer types available in the software.
Social media monitoring involves actively gathering, organizing, and analyzing social media data to learn about brands, products, and services. Choose a well-known brand in your own country or region and monitor social media sites at regular intervals over the next 24 hours to gain consumer
How can companies use passive data collected from wearable technology?
Founded in 1998, Lululemon Athletica, the Canada-based maker of stylish, upscale workout clothes, had grown very quickly. A pioneer of the “athleisure” trend for women—that is, wearing casual clothing outside of the gym—Lululemon had been best known for its yoga pants. Lululemon has a
How is neuromarketing helpful in market research studies?
How does laddering as a technique help in qualitative research?
Why are projective techniques used? Name any three commonly used projective techniques.
What is facial coding? How would you present to a potential client the advantages of this technique?
This case was provided by Professor Daniel Purdy, Lecturer, and Professor Wendy Wilhelm, Professor of Marketing, both of Western Washington University. The College of Business at Western Washington University is a full-service business school at a midsized regional university. The College of
Recommend and justify the type of survey mode for the following cases:a. Super-Juice would like to test a fruit-based smoothie and a dairy-based smoothie.b. Super-Connection, a telecommunications company, requires information on the degree to which its post-paid customers are satisfied with the
Nonresponse is a growing problem for marketing researchers. The problem is more prevalent in mail surveys, in which respondents are asked to fi ll out a questionnaire and return it by mail. The reasons for nonresponse could be that the respondents are unavailable, are not willing to participate, or
Koharu Café, popular in the Kuala Lumpur city center, has been seeing a decline in the number of customers over the last three months. The manager understands that it is important to retain customers for the café to enjoy long-term customer loyalty. He suspects that the decline in the number of
Each of the following examples involves a market researchers need to measure some construct. Devise an appropriate scale for each one. In working out the scale, you are required to indicate its scaling assumptions, the number of response categories, use or nonuse of a “no opinion” or neutral
Marks & Spencer (M&S) is a well-known multinational retailer that sells high-quality products in the clothing, food, and home products categories. They have set up retail outlets in a few prime locations in West Malaysia and is now planning to start a chain of M&S-branded cafés. However, before
Using an Internet search engine of your choice, choose a computer-assisted questionnaire design platform such as SurveyMonkey® or SmartSurvey®.Sign up for their free trial plan, and familiarize yourself with the platform and its capabilities.With each of the following possible features of
Comfort Vision (CV) has developed new weekly disposable contact lenses that can focus automatically, enable clear vision at any time of the day or night, and aid nearsightedness or farsightedness. The is variety of lenses is targeted at individuals who are above 38 years of age and have poor
For the past five years, Extreme Exposure Rock Climbing The Center has enjoyed a monopoly. Located in Sacramento, California, Extreme Exposure is the dream of Kyle Anderson, a former extreme sports participant who had to “retire” due to repeated injuries resulting from this activity. Kyle has
Nick Thomas, CEO of Auto Concepts, has hired CMG Research to perform a survey. Cory Rogers, vice president of CMG Research, now feels he has a good grasp of the research objectives needed to conduct the research study. Furthermore, he has taken some time to write operational definitions of the
How would you distinguish between product and market-driven orientation? Which approach is more likely to be influenced by market research and why?
Why must modern marketers collaborate and learn from their consumers? What has increased the opportunities for marketers to collaborate with them?
Go online and search for leading marketing research companies. Look through their websites and blog sections. Identify and give examples of some case studies of their work mentioned on the blog.
A business is planning to expand internationally. They intend to gradually replace the existing arrangements and set up new offices and channels with distributors in the international market. Suggest what information the company’s management would need to make these decisions. How can they gather
Larry Anderson is the president of Anderson Construction. The firm had been in business for almost five years when the housing industry crashed with the Wall Street debacle of 2008. Although Anderson had quickly become profitable in the building business, it was a time when nearly everyone in
Who are the buyers who purchase research information from suppliers?
What is common to most of the top-rated marketing research agencies in the world?
Why is employing qualified individuals a challenge for the marketing industry?
Is it ethical for retailers to use video cameras in their stores to study the behavior of their customers? Explain.
Most marketing industry codes of ethics are for self-regulation. What are the penalties that can be imposed in case these codes are breached?
Outline the marketing research code for maintaining research integrity.
Explain how market researchers can ensure that their research is in the interest of society.
Tim Colley and John Williams had not been in business long as Heritage Research Associates, a small marketing research firm they started in their hometown. They were barely making ends meet by taking on very small accounts such as start-up retailers. Their marketing research experience was limited,
Use an example to illustrate that the steps in the marketing research process are not always taken in sequence.
In what respect do researchers act much like detectives?
Discuss how a researcher and a manager can foster a good working relationship in the process of defining the research problem and objectives.
Search the Internet for marketing research firms. Choose one of them. What is the range of services offered by it? What information does it require from potential clients to determine the costs and timescales of research projects?
Formulate a problem statement and research objectives for the following situations:a. A Chinese manufacturer wants to investigate whether or not Chinese nationals would be effing active sales representatives in the European market.b. A Japanese sushi chain wants to see if menu prices should be
Use the Internet to look for templates and other aids that would help in creating a marketing research proposal. Analyze and assess five of them. In your view, are these standardized formats suitable for most instances? Do they contain all the elements required to create a successful research
Golf Technologies, Inc. (GTI) relies on high-level scientific testing to design golf clubs that provide larger “sweet spots,” resulting in fewer missed hits and maximum yardage. In the last year, GTI discovered a technical breakthrough in club design. Its newest clubs, for the same level of
Discuss the relative importance of the final stage of the marketing research process—communicating insights—in relation to the other stages.
What are the three key guidelines for communicating insights that are outlined in the introduction? How does the ABC Television Network project provide examples of adherence to those three guidelines?
What are the five characteristics of effective communication in marketing research? Why is each of these characteristics important for disseminating key insights throughout an organization?
What is the derivation of the word plagiarism? What elements of a marketing research report need to be referenced?

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Marketing Research 9th Edition Alvin C. Burns, Ann F. Veeck - Solutions

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