Explain the main differences between interval and ratio scale measurements.
> Identify the three major groups of people involved in the marketing research process, and then give an example of an unethical behavior sometimes practiced by each group.
> As the marketing research industry expands, what skills will future executives need to possess? How do these skills differ from those currently needed to function successfully in the marketing research field?
> What are the advantages and disadvantages for companies maintaining an internal marketing research department? What advantages and disadvantages can be attributed to the hiring of an external marketing research supplier?
> Discuss the importance of segmentation research. How does it affect the development of market planning for a particular company?
> What improvements in retailing strategy might be attributed to the results obtained from shopper marketing studies?
> What is the role of marketing research in organizations?
> Why is it important to explain limitations in your marketing research report?
> What are the common problems associated with the marketing research report?
> Why are conclusions and recommendations included in a marketing research report?
> Should marketing researchers working with Latinos concentrate solely on qualitative research? Explain your answer.
> What are the primary topics/issues that need to be addressed in the research methods-and-procedures section of a marketing research report?
> In the context of the marketing research report, what is the primary goal of the executive summary?
> What are the seven components of the marketing research report? Briefly discuss each objective and why it is important.
> What is the difference between simple regression and multiple regression?
> What is regression analysis? When would you use it?
> What are the differences between univariate and bivariate statistical techniques?
> What is covariation? How does it differ from correlation?
> Explain the difference between association and causation.
> Explain the difference between testing for significant differences and testing for association.
> What will ANOVA tests not tell you, and how can you overcome this problem?
> Regarding the owners’ desire to understand the interrelationships between customer satisfaction, restaurant store image, and customer loyalty, develop a set of hypotheses that might be used to investigate these interrelationships.
> Why and when would you want to use ANOVA in marketing research?
> Why and how would you use Chi-square and t-tests in hypothesis testing?
> Explain the difference between the mean, the median, and the mode.
> What is the purpose of a simple one-way tabulation? How does this relate to a one-way frequency table?
> Briefly describe the process of data entry. What changes in technology have simplified this procedure?
> Explain the differences between developing codes for open-ended questions and for closed-ended questions.
> What are the differences between data validation, data editing, and data coding?
> Briefly describe the process of data validation. Specifically discuss the issues of fraud, screening, procedure, completeness, and courtesy.
> What are the various ways that credibility can be established in qualitative analysis?
> What is triangulation, and what is its role in qualitative analysis?
> Based on your understanding of the material presented in Chapter 3 and the above key research questions, should the owners of the Santa Fe Grill Mexican restaurant go back and restate their questions? If “no,” why not? If “yes,” why? Suggest how the rese
> What are some of threats to drawing credible conclusions in qualitative data analysis?
> Give some specific examples data displays, and explain how they may be used in qualitative data analysis.
> What is negative case analysis, and why is it important to the credibility of qualitative analysis?
> How do you build theory in qualitative analysis?
> What are the interrelated steps in data reduction?
> Describe the three steps in qualitative data analysis, and explain how and why these steps are iterative.
> How are quantitative and qualitative data analyses different?
> Unless needed for screening purposes, why shouldn’t demographic questions be asked up front in questionnaire?
> Discuss the main benefits of including a brief introductory section in questionnaires.
> Discuss the value of a good questionnaire design.
> Is the target population being interviewed the appropriate one?
> What makes a question bad? Develop three examples of bad questions. Rewrite your examples so they could be judged as good questions.
> What are the guidelines for deciding the format and layout of a questionnaire?
> Explain the role of a questionnaire in the research process. What should be the role of the client during the questionnaire development process?
> Discuss the advantages and disadvantages of using unstructured (open-ended) and structured (closed-ended) questions in developing an online, self-administered survey instrument.
> Explain the major differences between “rating” and “ranking” scales. Which is a better scale measurement technique for collecting attitudinal data on sales force performance of people who sell commercial laser printers? Why?
> What are the major differences between ordinal and interval scales? In your response include an example of each type of scale.
> Among the four basic levels of scales, which one provides the researcher with the most information?
> Explain the relationship between sample sizes and sampling error. How does sampling error occur in survey research?
> Why do many research studies place heavy emphasis on correctly defining a target population rather than a total population?
> If this proposal is accepted, will it achieve the objectives of management?
> How might a faulty problem definition error affect the implementation of a mail survey?
> What are the important topics to include in a presentation of the findings?
> What problems do you see with the questionnaire?
> What other issues can be examined with this survey?
> What other regression models might be examined with the questions from this survey?
> How would the manager interpret the mean values for the variables reported in Exhibit 12.22?
> Which independent variables are helpful in predicting A36–Customer Satisfaction?
> Will the results of this regression model be useful to the QualKote plant manager? If yes, how?
> What new marketing strategies would you suggest?
> Run post-hoc ANOVA tests between competitor groups. What additional problems or challenges does this reveal?
> Are there other questions that should be asked in the project?
> What are other areas of improvement for Remington’s?
> Consider the guidelines on questionnaire design you learned in Chapter 8. How would you improve the Deli Depot questionnaire?
> Should the Deli Depot questionnaire have screening questions?
> Evaluate the “screener” used to qualify the respondents. Are there any changes needed? Why, or why not?
> Overall, is the current survey design able to capture the required data needed to address all the stated research objectives? Why, or why not? If changes are needed, how would you change the survey’s design?
> Based on the research objectives, does the self-administered questionnaire, in its current form, correctly illustrate sound questionnaire design principles? Please explain why or why not.
> Do you agree or disagree with the Burke, Inc. interpretation of the value they provide their clients using the Customer Loyalty Index? Support your response.
> If you were the lead researcher, what types of scale measurement would you have used to collect the needed data for calculating SCI®? Why? Write some scale measurements you would use.
> What are several weaknesses associated with how Burke, Inc. measured its Secure Customer Index® (SCI®)? Make sure you clearly identify each weakness and explain why you feel it is a weakness.
> For each construct, design an example of the actual scale measurement that could be used by Burke, Inc. to collect the data.
> Is a research project actually needed? Is the best approach a survey of customers? Should employees also be surveyed? Why or why not?
> In your judgment, what level of scale design would be the most appropriate in creating the necessary scale measurements for collecting primary data on each construct?
> Determine the appropriate sample design. Develop a sample design proposal for the Santa Fe Grill that addresses the following: Should a probability or nonprobability sample be used? Given your answer, what type of sampling design should be employed (simp
> How many new menu items can be examined on the survey? Remember, all potential menu possibilities should be assessed but you must have a manageable number of questions so the survey can be performed in a timely and reasonable manner. Specifically, from a
> How should the potential respondents be selected for the survey? Should customers be interviewed while they are dining? Should customers be asked to participate in the survey upon exiting the restaurant? Or should a mail or telephone approach be used to
> How many questions should the survey contain to adequately address all possible new menu items, including the notion of assessing the desirability of new cuisines? In short, how can it be determined that all necessary items will be included on the survey
> In your opinion, should the company give consideration to the development and implementation of Internet-based test marketing strategies? Why, or why not?
> Identify and explain the strengths and weaknesses associated with the test market process used by the Lee Apparel Company.
> What are the benefits and limitations of comparative scale measurements? Design a ranking order scale that will enable you to determine brand preference between Bud Light, Miller Lite, Coors Light, and Old Milwaukee Light beers.
> Redesign questions # 26 to 29 on the survey using a rating scale that will enable you to obtain the “degree of importance” a customer might attach to each of the four listed attributes in selecting a restaurant to dine at. Listed below are some reasons
> What are the advantages and disadvantages associated with online surveys?
> What was Lee Apparel Company’s overall goal for conducting such an extensive test market of its new line of jeans under the brand name “Riders”? In your opinion did the company achieve its goal? Why, or why not?
> What is “nonresponse”? Identify four types of nonresponse found in surveys.
> Develop three recommendations to help researchers increase the response rates in direct mail and telephone-administered surveys.
> How might measurement and design errors affect respondent errors?
> Explain the major differences between in-home interviews and mall-intercept interviews. Make sure you include their advantages and disadvantages.
> Explain why survey designs that include a trained interviewer are more appropriate than computer-assisted survey designs in situations where the task difficulty and stimuli requirements are extensive.
> What are the three factors that affect choice of appropriate survey method? How do these factors differ in person-administered surveys as opposed to self-administered surveys?
> What are the advantages and disadvantages of field experiments?
> Explain the difference between internal validity and external validity.
> Identify and discuss the advantages and disadvantages of using quantitative survey research methods to collect primary data in marketing research.
> Develop a word association test that will provide some insight to the following information research question: What are college students’ perceptions of their university’s student union?
> Think of one or two cultures or subcultures with which you are at least somewhat familiar. Would qualitative research be especially useful for these cultures? Why, or why not?
> What are the advantages and disadvantages of ethnography as compared to other qualitative techniques?
> What are the advantages and disadvantages of online focus group interviews compared to face-to-face group interviews?
> Why are the screening activities so important in the selection of focus group participants? Develop a screening form that would allow you to select participants for a focus group on the benefits and costs of leasing new automobiles.
