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marketing research
Marketing Research: An Applied Approach 3rd Edition Thomas C. Kinnear, James R. Taylor - Solutions
Discuss the advantages and disadvantages of focus groups.
What are some of the desirable characteristics for focus group moderators?
Discuss some of the issues involved in carrying out focus group interviews.
What uses in marketing can focus group interviews serve?
Discuss two major unstructured, direct communication techniques
List the advantages and disadvantages of communication methods.
What major types of respondent data exist?
3 Analyze the data you gathered from the experiment. Do equal numbers of people prefer each brand? Does it make a difference whether or not they see the can before they taste the beverage e is there interaction between knowledge of brand and brand preference?
2 a Design and carry out an experimental taste test for two or three cola beverages (you could use Coke, Coca-Cola Classic, and Pepsi-Cola, for example). There are numerous colas on the market any of them could be used in this experiment. Run two separate taste tests. In one, let the subjects know
1 Marketing research showed New Coke to be favored over both Old Coke and Pepsi. Why then did New Coke meet with such resistance among consumers? What if anything) was wrong with the research?
2 Display your design using the R. O, X symbols of design
1 Prepare an experimental design that would allow for the effectiveness of AFC to be mea- sured. Be sure to identity clearly test units, dependent variable(s), independent variablets), treatments, possible sources of extraneous variation on the dependent variable, methods of control of extraneous
3 What conclusions can be drawn from the study? What action would you recommend if you were in Ken Gibbs's position?
2 Do you feel the design can be improved? If yes, indicate how you would do so. Be specific!
1 Evaluate the experimental design used by Mainline Package Goods. Be sure to discuss the valid- ity of the experiment
Design a telephone survey which addresses the specific measurement and sampling issues of concern to Kranz.
22 What is a factorial design?
21 Why are LS (Latin square) designs so utilized in marketing field experiments?
20 How does an RBD (randomized block design) aid the experimenter?
19 What is a CRD (completely randomized design?
18 What steps should be taken in executing an experiment?
17 Outline the limitations of experimentation in marketing
16 How do you choose between laboratory and field environments?
15 Compare laboratory and field experiments.
14 How does a time-series experiment allow for the control of extraneous variables?
13 What is a quasi experiment?
12 Under what circumstances is it impossible for even the best design to control an extraneous vanable?
11 What design could control the confounding variables in question 10?
10 How can a design described as R O, X O be confounded?
9 What is the interactive testing effect?
8 Describe seven different types of extraneous variables.
7 What are internal and external validity?
6 How may you control the effects of extraneous variables?
5 What scale of measurement must the independent and dependent variables form in an experiment?
4 How does an experiment differ from surveys or observational studies?
3 What is an experiment?
2 What are the necessary conditions to infer causality?
1 What is the fundamental question that should be asked when searching for causality?
What are the steps involved in constructing a Likert scale?
When may an indirect scale offer advantages to the marketing researcher over other self- reporting methods?
How does the Stapel scale differ from the semantic-differential scale?
Explain the profile analysis method of evaluating data from semantic-differential scales.
What advantages and limitations exist for the paired-comparison technique?
Describe the methods by which ordinal and interval scales can be derived from paired- comparison data.
What are the advantages and disadvantages of rank-order scales?
Discuss some of the issues involved in constructing a verbal rating scale.
What self-report techniques are used in marketing research?
What general methods of attitude measurement exist?
What questions must the researcher always be concerned with when measuring attitudes?
Describe the stages of the hierarchy-of-effects model.
How may the reliability of a measure be evaluated?
Discuss the major ways in which the validity of measurement is assessed
Distinguish between the validity and reliability of a measure.
What is measurement error?
. Distinguish among the four scales of measurement. Give examples of the types of marketing phenomena which each scale might be used to measure
What are the four characteristics of the number system?
Why is measurement so difficult in marketing
What role does measurement play in marketing
What is the objective of the measurement process?
What is measurement?
4 What alternative sampling procedures could be used here? In February 1978, the STP Corporation signed a consent decree under which it agreed to discontinue certain advertising claims about its motor oil additive and to make a $700.000 settlement, including $200,000 to place a "public notice"
3 What purpose was there in selecting cities or towns with probability proportionate to census estimates of their respective household populations? How could this be accomplished? In February 1978, the STP Corporation signed a consent decree under which it agreed to discontinue certain advertising
2 Why was stratification used? In February 1978, the STP Corporation signed a consent decree under which it agreed to discontinue certain advertising claims about its motor oil additive and to make a $700.000 settlement, including $200,000 to place a "public notice" advertisement in 14 periodicals.
1 What sampling units were defined by this procedure? What were the sampling frames? In February 1978, the STP Corporation signed a consent decree under which it agreed to discontinue certain advertising claims about its motor oil additive and to make a $700.000 settlement, including $200,000 to
5 What nonsampling errors might be present in this study?Ellen Parsons is running for the school board in Davidson, Oregon. Davidson is a small town of about 8000 people, mostly middle-class adults aged 25-65. Davidson Com- munity Schools are attended only by children who live in Davidson or in
4 Because of its large sample size, is the Polling Pole survey superior to more academic studies? How is sample size determined in these studies? Ellen Parsons is running for the school board in Davidson, Oregon. Davidson is a small town of about 8000 people, mostly middle-class adults aged 25-65.
3 What sampling procedure was used? Ellen Parsons is running for the school board in Davidson, Oregon. Davidson is a small town of about 8000 people, mostly middle-class adults aged 25-65. Davidson Com- munity Schools are attended only by children who live in Davidson or in Davidson Township
2 What is the sampling frame used? Ellen Parsons is running for the school board in Davidson, Oregon. Davidson is a small town of about 8000 people, mostly middle-class adults aged 25-65. Davidson Com- munity Schools are attended only by children who live in Davidson or in Davidson Township
1 What is the population definition in this study? Does it differ from the study population? Ellen Parsons is running for the school board in Davidson, Oregon. Davidson is a small town of about 8000 people, mostly middle-class adults aged 25-65. Davidson Com- munity Schools are attended only by
3. Discuss the pros and cons of each. Joyce Lauchner was the general manager of the Milan Food Cooperative (MFC). She had become concerned of late that she had lost touch with the buying patterns of the cooperative members. MFC just seemed so big now compared to the early days. She wondered whether
2. Explain how each would be carried out. Joyce Lauchner was the general manager of the Milan Food Cooperative (MFC). She had become concerned of late that she had lost touch with the buying patterns of the cooperative members. MFC just seemed so big now compared to the early days. She wondered
1. What alternative sampling procedures are available to estimate weekly food expenditures? Joyce Lauchner was the general manager of the Milan Food Cooperative (MFC). She had become concerned of late that she had lost touch with the buying patterns of the cooperative members. MFC just seemed so
18 Outline the steps in random-digit dialing.
17 How are whole-sample estimates made when elements have unequal selection probabilities?
16 Why do you sometimes get unequal probabilities of element selection?
15 How do you get equal probability of element selection using a multistage area sampling procedure?
14 What is multistage area sampling?
13 What is area sampling?
12 How does implicit stratification occur?
11 What is periodicity? How is it caused and cured?
10 How is a systematic sample selected?
9 What are statistical efficiency and overall efficiency?
8 What is cluster sampling?
7 Why does stratified sampling reduce the standard error?
6 Under what circumstances does stratified sampling reduce the standard error?
5 How are the whole-sample mean and standard error calculated from a stratified sample?
4 What is disproportionate stratified sampling?
3 What is proportionate stratified sampling?
2 What is the objective of stratified sampling?
1 How is a stratified sample selected?
15 What factors should you consider in determining the sample size for a study?
14 What information is necessary in order to calculate a statistically optimal sample size for (1) a continuous variable, (2) a dichotomous variable?
13 What is absolute precision? What is relative precision?
12 Since nonprobability samples do not yield a measure of sampling error, why are these pro- cedures so extensively used in commercial and academic practice?
11 Why do some researchers calculate confidence intervals from data generated from non- probability samples?
10 What problems are likely to occur in implementing a field study using simple random sampling
9 Most political pollsters judged the 1980 presidential election to be too close to call. Explain how this could happen
8 To what extent do confidence intervals increase our certainty with regard to making inferences?
7 What are the desirable properties of estimators?
6 What affects the size of a confidence interval?
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