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marketing research
Marketing Research 9th Edition Alvin C. Burns, Ann F. Veeck - Solutions
How can video be used to enhance the communication of marketing research insights?
What are the strengths of infographics for communicating insights?
Select an online infographic from a website such as www.statista.com or www.dailyinfographic.com that you think effectively communicates information.Explain why you think that infographic is effective.
What is the purpose of a letter or memo of transmittal?Name three elements that should be included in a letter/memo of transmittal. What type of writing style should be used for these documents?
Why is it advantageous to describe the limitations in a marketing research study? What are some factors that might lead to limitations?
What is the main purpose of end matter?
What do you call the closing sentence of a wellwritten paragraph? What is it used for?
What are the key features of a table?
List three types of visuals and their purposes. How do visuals enhance marketing research reports?
What kind of visual would be used to display the total amount of sales among four types of manufacturing plants by season?
Go online and search for examples of marketing research reports. Examine the reports. What commonalities do they have in terms of the sections the authors have created? Look at the sections carefully.What types of issues were addressed in the introduction section and the method section? How did the
What are the three steps you should take prior to orally presenting your research findings? What can an oral presentation provide that is missing from a written presentation?
What are the strengths and weaknesses of data visualization tools, such as Tableau?
How do data visualization tools/dashboards and marketing research reports provide complementary knowledge?
What are three methods that can be used to disseminate research insights throughout an organization?
What factors go into developing the “right” marketing strategy? How might the “right” marketing strategy change over time?
What is the difference between consumers and customers? Why might the link to consumers be more important today?
Find two outside examples of how companies created new product lines as a result of identifying market opportunities or problems.
You are responsible for the launch of a new product by your electronics firm. Describe questions that you will want answered through each of the following types of marketing research: (a) product research, (b) pricing research, (c) promotion research, and (d) distribution research.
List the subsystems of a MIS and their overall functions. How do each of these subsystems contribute to the MIS?
What example can you give of a company that is using crowdsourcing to create a product? To develop advertising?
Find three examples of articles that describe companies using marketing research in business publications, such as The Wall Street Journal, Advertising Age, Business Week, Fortune, and Forbes. You could refer to the publication websites for access to past articles or surf over the Internet.
In the following situations, what component of the marketing information system would a manager use to find the necessary information?a. A manager of a hotel wants to learn about trends in travel.b. A manager of an office furniture manufacturer wants to know how many units of three different
Tea is the second most consumed beverage in the world after water, but Starbucks Corporation, the coffee company and coffeehouse chain founded in Seattle, has had difficulties getting consumers to pay the same premium price for tea that it gets for coffee. When Starbucks bought Teavana Holdings, an
Nick Thomas is the CEO of Auto Concepts, a division of a large U.S. automobile manufacturer that has multiple divisions representing several auto and truck brands. This company has been slowly losing market share to competitors.Auto Concepts was created to develop totally new vehicle models that
What revolutionized the marketing research industry in the 1950’s? Why did this allow the industry to expand so rapidly?
Who first introduced focus groups? What type of research are they considered to be?
Describe the difference between client-side and supply-side research. What other terms are used to refer to companies that are involved in supply-side research?
Who are the top 3 firms in marketing research based on revenue? What is their revenue?
What are full-service supplier firms? What types of services do they provide?
List and describe two different types of marketing research services. What firms offer those services?
What is the fastest-growing region for marketing research? What five markets are currently the largest in the world?
What is the National Do Not Call Registry? What type of communication is exempt from it?
Define sugging and frugging. Give an example of each.
List three important marketing research codes and provide a brief explanation of what purpose they are intended to serve.
Tracy Greenwood and Joshua Harris, co-owners of Pinnacle Research, had not been in business long when they were contacted by Delish Donuts to conduct a marketing research study. Delish had two very successful stores in the city of Barton, with their signature product being the Delish Donut. Now
Are all of the steps in the marketing research process always followed in order? Why or why not? Give an example of a situation in which a step might be skipped in the marketing research project.
Name and give an example of three situations in which a manager may encounter a problem for which marketing research is not the best situation.
What is meant by the problem? Explain the two sources of marketing problems.
What is a key performance indicator (KPI)? Give five examples of KPIs.
Define a marketing opportunity. Give an example of a company taking advantage of an opportunity.
How does the role of a researcher change with the extent to which a manager has defined a problem? How can a researcher add value to a manager’s decision?
Provide examples of decision alternatives. How might these alternatives affect the outcome of the research?
What are the two ways you can format a research objective? Give an example of each.
Define a construct. What are some questions to ask that will help formulate constructs?
Explain why it is imperative to measure the correct construct? What could go wrong if the correct constructs are not used in a research project?
What is an action standard? How might defining action standards lead to better results?
Give an example of an impediment to problem definition.
Go to your library’s online databases or the internet and look for examples of firms conducting a marketing research study. There are many examples reported in periodicals such as Advertising Age, Marketing News, Business Week, and Forbes. Identify as many of the steps in the marketing research
Identify what you believe are the three most important key performance indicators (KPIs) that the seafood restaurant Red Lobster should use to measure its success.Explain.
Formulate a problem statement and research objectives for the following situations:a. Six Flags Great America is deciding whether or not to open a new location in the Midwest.b. Buffalo Wild Wings wants to determine whether or not to launch two new sauces.c. Sony is investigating whether it should
Observe a business in your community. Examine what it does, what products or services it provides, how it prices and promotes its products or services, and other aspects of the business. If you managed the business, would you have conducted research to determine the firm’s products, design,
You are in charge of campus recruiting at your college or university and you wish to conduct research that will assist in boosting enrollment. Explain how you will define your problem statement. Describe how you will use each step in the marketing research process to complete your project
The Good Food Institute (GFI) wants Americans to eat fewer animals. Based in Washington D.C., the non-profit organization is dedicated to “creating a healthy, humane, and sustainable food supply.” GFI claims that the industrialized livestock industry is the cause of four major global
Recall from Case 1.2 that Auto Concepts is a new division of a large automobile manufacturer that has been slowly losing market share to its competitors. Auto Concepts was created to reclaim the manufacturer’s highly competitive position in the auto industry by developing new models that are more
What is research design?
What purpose does exploratory research serve? List and explain three situations in which exploratory research would be a good choice.
What is another name for discontinuous panels? What is the primary use for this type of panel?
Nabisco has introduced a new brand of cookies and wants to know how many of their customers purchase their cookies more than once. What type of research should they use?
Give an example of an if-then statement. Why might using causal research enhance the accuracy of your findings?
What is the primary use of A/B testing? What advantages and disadvantages does this test have?
You are testing two different placements for a banner ad on the Internet. How can you use A/B testing to test the two alternatives?
Explain the two types of validity in experimentation.What types of experiments are best suited to address each?
Provide a list of pros and cons of test marketing.
List and explain the three criteria used to select testmarket cities. Explain why each is important.
Think of a past job you have held. List three areas in which you, or some other person in the organization, could have benefited from having information generated by research. What would be the most appropriate research design for each of the three areas of research you have listed?
Can you identify research problems that might be addressed through a search of social media websites?What type of research design would you recommend for these problems?
Wired Beverages has developed two new sodas that they are debating putting on the market. However, they will only be able to release one of them. Develop an experiment design that compares the taste of the two new sodas with each other, and with the leading competitor in the market. List the steps
You’re the general manager of a new NFL team in Oklahoma City. The owner gives you the task of deciding which uniforms the new team will wear in the upcoming season, and suggests you gather data from social media sources to determine what fans would like to see. Outline the steps you will use to
John Daniel, a researcher at Georgia Metro Research, made the following notes about several of his clients to you, a newly hired trainee who has just graduated from college:Client A is a consumer packaged goods manufacturer with a well-established brand name. The client has focused on manufacturing
The full data set for this case is available through your instructor. The data for this case was provided by Nielsen. The name of the supermarket, brands, and other details have been disguised.Andresa Drake is a research analyst for McConnell’s Supermarket, a large supermarket chain located in
Name three sources of data for sports marketing. How might a marketer use these data?
Describe three uses of secondary data.
Describe the difference between internal and external data.
Describe the relationship between a record and a field. How would this look in a database?
What is meant by CRM? What are the benefits of practicing CRM?
Provide an example of each of the following: Business Source Directories, Articles, Dictionaries and Encyclopedias, Marketing Directories, and Statistics and Reports.
Describe the Open Data Policy and some of its limitations.
How do packaged services differ from syndicated data?
Describe geodemographics. What computer programs aid in the collection of geodemographics?
What type of information is provided through the analysis of digital tracking data?
List the most important tools for tracking online activities. How are these tools used?
What are the main purposes of combining digital tracking data with external data?
What are the advantages and disadvantages of the use of social media data for marketing research?
How do experts expect the Internet of Things to transform the marketing research industry?
What are three major responsibilities for marketing researchers who collect, manage, analyze, and communicate data? What do you think is the most important responsibility? Explain.
Do you think any social media companies manipulate consumers? Why or why not? If so, which ones?
Access your library’s online databases. Describe how your library helps categorize the many databases to guide in your selection of sources appropriate for business.
Go online to your library’s website. Can you locate a database that would be a good choice to find publications such as journal articles, trade publications, or newspapers? What are these databases or publications?
Find your library’s online databases and check to see if any of them have the ability to automatically put an article you retrieve in a format suitable for citing (e.g., MLA or APA).
Go to the website Social Mention (www.socialmention.com). Use the website to search first Ford and then General Motors. What are the differences in strength, passion, sentiment, and reach between the two brands?What does that mean? (Hover your mouse over each term for a definition.)
List and explain which of your activities during the last seven days produced data for the Internet of Things. Do you feel as though the IoT could be an invasion of privacy? If so, what regulations should be mandated to ensure privacy and maintain ethics?
What is mixed methods research? What are the three types of mixed methods research? Give an example of each.
List the four general ways of making observations, and explain the differences between them.
Why might job performance vary if a supervisor chooses to use overt observation versus covert observation?
Describe a research situation for which focus groups are appropriate, and one for which they’re not.
How might different settings for a focus group affect the overall quality of the research?
State two tactics that should be used by a productive focus group moderator.
What type of data is reported from focus groups? Can these findings be expected to represent the population? Why or why not?
Provide three examples of ethnographic research.
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