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Marketing Research: An Applied Approach 3rd Edition Thomas C. Kinnear, James R. Taylor - Solutions
7 What is the general rule for computing percentages in cross-tabulations?
6 What is the major difference between cross-tabulation and frequency distribution?
5 What is a skewed distribution? What does it mean?
3 What measures of variability are commonly computed?
2 What measures of location are commonly computed?
5 understand data analysis associated with non-parametric hypothesis testing for one sample, two independent samples and paired samples;
4 describe data analysis associated with parametric hypothesis testing for one sample, two independent samples and paired samples;
3 explain data analysis associated with cross-tabulations and the associated statistics: chi-square, phi coefficient, contingency coefficient, Cramer’s V and lambda coefficient;
1 describe the significance of preliminary data analysis and the insights that can be obtained from such analyses;
5 In a small group, discuss the following issues: ‘Data processing is tedious, time-consuming and costly; it should be circumvented whenever possible’and ‘Conducting robust sampling is tedious, time-consuming and costly; any structural problems in a sample can simply be resolved through
4 You are the project manager for a data analysis firm. You are supervising the data integrity process for a large survey on personal hygiene issues. The data were collected via a postal survey and 1,823 questionnaires have been returned. The response rate was excellent, partially due to an
2 To a sample of five male and five female fellow students, pose the question‘Which of the following sports have you participated in over the last 12 months?’ Create a list of what you think may be the top 10 sports that fellow students may have participated in, with space for ‘Others –
1 Visit www.ettinger.co.uk and examine online databases, secondary data and intelligence sources to obtain information on the criteria buyers use in selecting luxury leather accessories. Demographic and psychographic data were obtained in a survey designed to explain the choice of luxury leather
15 What considerations are involved in selecting a data analysis strategy?
14 Which scale transformation procedure is most commonly used? Briefly describe this procedure.
13 Explain why scale transformations are made.
12 What are dummy variables? Why are such variables created?
11 Describe the weighting process. What are the reasons for weighting?
10 What kinds of statistical adjustments are sometimes made to the data?
3 What is meant by editing a questionnaire?
1 Describe the data integrity process. Why is this process needed?
9 appreciate how the use of SPSS software can shape the manner and quality of data integrity.
8 understand the intra-cultural, pan-cultural and cross-cultural approaches to data analysis when carrying out research across countries and cultures;
7 classify statistical techniques and give a detailed classification of univariate techniques as well as a classification of multivariate techniques;
6 describe the procedure for selecting a data analysis strategy and the factors influencing the process;
5 state the reasons for and methods of statistically adjusting data: weighting, variable respecification and scale transformation;
4 discuss the data cleaning process and the methods used to treat missing responses: substitution of a neutral value, imputed response, casewise deletion and pairwise deletion;
3 describe the guidelines for coding questionnaires, including the coding of structured and unstructured questions;
2 explain questionnaire checking and editing and the treatment of unsatisfactory responses by returning to the field, assigning missing values and discarding unsatisfactory responses;
1 discuss the nature and scope of data integrity and the data integrity process;
3 Find a survey that is available on the web – either one that is public or one that you have created yourself. View the survey through a web browser on a smartphone and evaluate whether the survey is still effective. Consider both the design and the content of the survey.
2 Working in groups, imagine that you are research participants. What forms of passive data would you be happy for a mobile app that you have downloaded as part of a market research online community to access on your phone?
1 Critically discuss the extent to which you agree with the following statement:‘In the near future mobile phones will be everywhere, all the time. This means that mobile research will be the only sort of research we need to think about.’
9 What are wearables? How could they be used in marketing research?
8 What are the circumstances under which a researcher would use a mobile app rather than a mobile web browser?
7 Why do researchers need to be careful when using mobile-based image or video functionality as part of a mystery shopping exercise?
6 What are the advantages to the researcher of having an app for their MROC?
5 What is passive data? Give some examples of types of passive data collection that can be carried out with mobile devices.
4 Why do researchers need to be careful when carrying out telephone research with mobile devices?
3 What does ‘mobile first’ mean for research designs?
2 What kind of research activity is SMS-based research appropriate for?
1 What do we mean by ‘mobile devices’? Where does the boundary lie between mobile and non-mobile devices?
6 evaluate the differences in response rates and quality between mobile and non-mobile platforms.
5 consider the implications of a ‘mobile first’ strategy for research design;
4 discuss the benefits and issues associated with the collection of passive data from mobile devices;
3 evaluate key approaches to the use of mobile devices within marketing research;
2 understand how mobile devices are impacting consumer behaviour;
1 understand the scope of the term ‘mobile device’;
4 Video content has fast become a key medium for communication on social media. Using the information in this chapter, as well as information on analysis covered previously in this text, consider the ways in which researchers could analyse video content on social media as part of a passive research
3 In small groups, discuss the following statement: ‘The information people post on social media is unreliable – it’s mostly people showing off and doesn’t reflect what they are really thinking or feeling.’
2 Select a brand, product or service with which you are familiar and identify some discussions taking place about the organisation you have selected on a social media site (for example, Twitter or Instagram). Looking at these data, identify any issues that might occur if attempting automated
1 In groups, discuss which online communities you are members of. Select one of these communities and consider the range of research issues that might be addressed using the data that are available.
10 What is sentiment analysis? Why can automated sentiment analysis of social media be so difficult?
9 Discuss the key challenges relating to accessing social media data for research.
8 Why is analysing image data on social media important?
7 What is an MROC? How does use of an MROC differ from passive approaches to research?
6 What is gamification and how can gamification techniques be used to improve research?
5 What is crowdsourcing? What are the advantages and disadvantages of this method?
4 What are the key differences between active and passive forms of social media research?
3 Evaluate the factors that have led to the growth of social media research.
2 What is the difference between social media and social networks?
1 Describe the nature of social media research.
6 discuss the limitations of social media research, including the difficulties in gaining access to data.
5 analyse the role and effectiveness of sentiment analysis techniques to generate insight from social media data;
4 understand the use of crowdsourcing and market research online communities within social media research;
3 explain the key approaches to social media marketing research, including passive and active research strategies;
2 describe the difference between social media and a social network;
5 In a small group, discuss the following issues: ‘What makes street interviewing a craft?’ and ‘Why do interviewers cheat?’.
4 Visit www.clinique.com and examine online databases, secondary data and intelligence sources to obtain information on men’s usage of moisturisers, soaps and shampoos. As a brand manager for Clinique, what information would you like to have to formulate brand extension strategies, targeted at
3 In teams of four, design a questionnaire to be used in a street interview. One of the team then takes on the role of the interviewer, the other three act as participants. Conduct three interviews and video the process. Replay the video and write a report that focuses upon:a the questionnaire
2 You are a field supervisor. Ask a fellow student to assume the role of an interviewer and another student the role of a participant. Train the interviewer to conduct a home interview by giving a live demonstration.
1 Visit the websites of three major marketing research agencies. Evaluate how they present their quality management of fieldwork. Write a report that details what you feel to be the best elements of their respective practices.Note also what additional practices they should be highlighting to
15 Comment on the following field situations, making recommendations for corrective action:a One of the interviewers has an excessive rate of refusals in face-to-face home interviews.b In a CATI situation, many phone numbers are giving a busy signal during the first dialling attempt.c An
14 Describe the major sources of error related to survey fieldwork.
13 Describe the criteria that should be used for evaluating survey fieldworkers.
12 What is validation of survey fieldwork? How is this done?
11 How can participant selection problems be controlled?
10 What aspects are involved in the supervision of survey fieldworkers?
9 How should the survey fieldworker conclude an interview?
8 How should the answers to unstructured questions be recorded?
7 Outline the advantages and disadvantages of the interviewer developing a rapport with participants.
6 Evaluate what may be done to help interviewers probe correctly and consistently.
5 Describe and illustrate the differences between probing in a survey and in an in-depth interview.
3 What qualifications should survey fieldworkers possess?
2 Describe the survey fieldwork/data-collection process.
1 Why do researchers need to use survey fieldworkers?
6 appreciate how the growth in internet-based research is changing the nature of fieldwork.
5 explain the issues related to fieldwork when conducting research across international markets;
4 describe evaluating fieldworkers in areas of cost and time, response rates, quality of interviewing and the quality of data;
3 discuss supervising fieldworkers in terms of quality control and editing, sampling control, control of cheating and central office control;
2 discuss the training of fieldworkers in making the initial contact, asking the questions, probing, recording the answers and concluding the interview;
1 describe the survey fieldwork process and explain the selecting, training and supervising of fieldworkers, validating fieldwork and evaluating fieldworkers;
7 Compare and contrast the three classifications of sales forecasting techniques: (a) qualitative methods, (b) time-series methods, and (c) causal models. Why is this distinction important?
6 How would you determine the accuracy of a proposed forecast?
5 Why is accurate sales forecasting important to an organization?
4 Compare and contrast the breakdown and buildup methods of estimating current demand
3. What is the difference between market forecast and company sales forecast?
2 What is the difference between market potential and market forecast? Why is this difference important
1 Develop four alternative definitions of market demand for television sets.
4 Write a management summary of the major findings of this study. James Burnett was head of Southwest University (SU) food services. SU had a student population of 25,000 and a faculty of 1800. In the fall of 1984, SU food service had opened a 24-hour cafeteria on central campus for SU students and
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