Xavier Gonzalez Garcia is a Business Administration student at a big, reputable university in England. Xavier loves to play soccer and tennis, he very much enjoys listening to music (he is a big fan of Muse), and he is fond of watching movies. He is a student with excellent research skills as evidenced by his academic record and the quality of his bachelor thesis. The topic of Xavier’s bachelor thesis was “product placement”. Product placement has been defined as the marketing practice in which a firm pays to have its branded product included in entertainment media, such as video games, movies, and television programs. This relatively new form of marketing took off in 1982 with the movie E.T., in which the alien is offered a piece of Reese’s Pieces. Since then the number of product placements has increased rapidly. After having spent the summer in his home country – Spain – Xavier has just started with his first year as a master student. During his holiday he has read more research papers on product placement which have further fueled his interest in this topic. Based on these papers and several discussions with his former bachelor thesis supervisor, dr. Casey Finneran, Xavier has decided to take on further empirical research into this issue. He has already discussed a research proposal and the theoretical background of his study with dr. Finneran, who has agreed to help him with this study. Now, he is ready to discuss the design of his study. Because he wants to establish causal connections between the variables in his study and because he wants to control for extraneous factors, Xavier has decided to set up an experiment. He has handed in the following outline for an experiment. Introduction: Many researchers in the marketing field have examined the effect of product placements on memory, attitudes, and behavior. These studies have shown that product placements affect brand recall, brand recognition, and consumers’ attitudes toward the brand. The current study aims to investigate the moderating role of product involvement on the effects of visual and auditory product placements on brand preferences. The results of this study build on prevailing knowledge in marketing and help marketing practitioners who want to place their product in a movie, television program, or video game to decide whether they should do this visually or auditory. Research question: How does involvement influence the effect of auditory and visual product placement on brand choice? Hypotheses: Hypothesis 1: Auditory product placements are more effective for high involvement products than for low involvement products. Hypothesis 2: Visual product placements are more effective for low involvement products than for high involvement products. Method: Participants. The sample will consist of 80 to 100 university students. The participants are divided into four groups, with 20-25 students per group. They are randomly assigned to one of the experimental conditions. Participants’ age is measured in terms of years, and gender is measured as 0 and 1 where 0 is male and 1 is female. Design. The study has a 2 (visual versus auditory product placement) x 2 (high versus low product involvement) experimental design. Participants are told a cover story; they are told that the goal of this study is to evaluate whether brand choice depends on the mood people are in. They are informed that mood is manipulated by a video clip, which will be either funny or sad. Manipulations and manipulation check. Four short movies have been selected for the experiment, with four types of product placements. Each participant will only see one of these movies. One of the following movies will be shown to the participants of the study: (1) visual product placement of a low involvement product (a candy bar); (2) visual product placement of a high involvement product (sneakers); (3) auditory product placement of a low involvement product (a candy bar); and (4) an auditory product placement of a high involvement product (sneakers). The short movies will all come from episodes of the television show Seinfeld. To ensure that the involvement manipulations (candy bars versus sneakers) elicit the intended amount of involvement, this manipulation was carefully pre-tested with a separate sample of 77 respondents. What’s more, a manipulation check of involvement is also included in the study. Involvement is measured with a 7-point, multi-item scale adapted from Zaichkowski (1985). The scale is introduced with the following question: “How involved are you with this brand?” Control variable. Because the product placements in the four video clips differ in terms of prominence, we will control for band prominence. Prominent placements are those in which the product is made highly visible by virtue of size or position on the screen or its centrality to the action in the scene. Subtle placements are those in which the brand is not shown prominently, for instance, small in size, a background prop outside the main field of visual focus, lost in an array of multiple products or objects, or low time of exposure (Gupta and Lord, 1998). Following Gupta and Lord, brand prominence is measured with a 7-point, multi-item scale. Dependent variable. brand preference is measured by providing the respondents with a shopping list. The shopping list mentions twelve product categories (including those under study) and the participants are asked to pick one of the brands from each product category. They are instructed to act like they will need an item from each product category in the near future. Xavier has developed a lab experiment to test the hypotheses of his study. In lab experiments, control and manipulation are introduced to establish cause-and-effect relationships between variables in an artificial setting. 1. Discuss the principles of control and manipulation. 2a. Describe how Xavier manipulates the independent variable and the moderating variable in this study. 2b. Although Xavier has pretested the manipulation of product involvement, he has also included a manipulation check for involvement in his study. Why would he have done that? You have just found out that the candy bar that features in the Seinfeld episode is very popular among women (92% of the consumers of this specific candy bar are women) but not among men. Hence, you suspect that gender is a nuisance factor in this study (recall that candy bars feature in the low involvement movies). 3a. Explain, based on the afore-mentioned research finding, why and how ‘gender’ may affect the results of the study if Xavier would not control for gender? 3b. Explain (in detail) three possible ways in which Xavier can control for gender in this study. 4. Discuss the type of experimental design that Xavier is using. 5a. Which factors affect the internal validity of Xavier’s study given the experimental design he is using? Explain. 5b. Are the findings of this study generalizable to other settings (for instance other products), people (consumers in general), and events (product placements in movies or video games)? In other words, how do you feel about the external validity of this study? 6a. Xavier has indicated that he wants to give the participants a cover story. What could be the purpose of this cover story? 6b. Do you think that telling a cover story is ethical? Why (not)? 7. Imagine you are Dr. Finneran. Draft a reaction to Xavier’s outline.
> The Standard Asian Merchant Bank is a Malaysian merchant bank headquartered in Kuala Lumpur. The bank provides financial services in asset management, corporate finance, and securities broking. Clients of The Standard Asian Merchant Bank are among others
> Construct a semantic differential scale to assess the properties of a particular brand of tea or coffee.
> Explain why it does not make sense to assess the internal consistency of a formative scale.
> Describe the difference between formative and reflective scales.
> Briefly describe the difference between attitude rating scales and ranking scales and indicate when the two are used.
> Discuss the ethics of concealed observation.
> Why is the ratio scale the most powerful of the four scales.
> Tables 15.A to 15.D below summarize the results of data analyses of research conducted in a sales organization that operates in 50 different cities of the country and employs a total sales force of about 500. The number of salespe
> Open the file “resmethassignment1” (you created this file doing the exercise from the previous chapter). Answer the following questions. a. Is the exam grade significantly larger than 75? b. Are there significant differences in the exam grade for men a
> Does work shift moderate the relationship between job satisfaction and intention to leave for Excelsior Enterprises employees?
> Provide the tolerance values and the variance inflation factors for all the independent variables in model 1. Discuss: do we have a multicollinearity problem?
> Discuss: what do the unstandardized coefficients and their p‐values in the first model imply? In other words, what happens to job satisfaction if perceived justice, burnout, and job enrichment change by one unit?
> Provide a logical explanation for the negative moderating effect of laptop possession.
> Is laptop possession a pure moderator or a quasi-moderator? Explain
> Why could it be important to differentiate between quasi moderators and pure moderators?
> Whenever possible, it is advisable to use instruments that have already been developed and repeatedly used in published studies rather than develop our own instruments for our studies”. Do you agree? Discuss the reasons for your answer.
> Use the data of the Excelsior Enterprises case to estimate the effect of work shift on job satisfaction.
> The Standard Asian Merchant Bank is a Malaysian merchant bank headquartered in Kuala Lumpur. The bank provides financial services in asset management, corporate finance, and securities broking. Clients of The Standard Asian Merchant Bank are among others
> Provide the equation for workers in the second shift.
> The MBA programme of a small Business School in the United States has always welcomed diversity in its student body and staff. Students from different countries come together in a multicultural classroom where they can share their ambitions for a career
> What are the main steps in qualitative data analysis?
> What is qualitative data? How do qualitative data differ from quantitative data?
> Below is an adapted note from Business Week published some time ago. After reading it, apply what you have learned in this chapter, and design a study after sketching the theoretical framework. The Vital Role of Self-Esteem Why do some people earn more t
> The job involvement measure described in the appendix is reflective in nature.” Comment on this statement.
> Why is analytic induction inductive (rather than deductive) in nature?
> Discuss the advantages and disadvantages of personal and telephone interviews.
> One of the main advantages of observation is its directness.” Discuss.
> How does participant observation differ from structured observation?
> Define measurement.
> Discuss four dimensions that distinguish various approaches to observation.
> Describe the key purpose of observation.
> The McArthur Co. produces special vacuum cleaners for conveniently cleaning the inside of cars. About a thousand of these are produced every month with stamped serial numbers and stored serially in a stock room. Once a month, an inspector does a quality
> Design a questionnaire that you could use to assess the quality of your on‐campus dining facilities. Make sure you can test the following hypotheses: H1: There is a positive relationship between the service quality of the on‐campus dining facilities and
> Discuss the advantages and disadvantages of personally administered, questionnaires, mail questionnaires, and electronic questionnaires.
> When we collect data on the effects of treatment in experimental designs, which statistical test would be most appropriate to test the treatment effects?
> Consider the following reliability analysis for the variable customer differentiation. What could you conclude from it? Reliability analysis-scale (alpha) Item-total statistics Scale Scale Corrected Alpha if item deleted Mean if item Variance if it
> A researcher wants to provide an overview of the gender of the respondents in his sample. The gender is measured like this: What is your gender? 0 Male 0 Female What is the best way to provide an overview of the gender of the respondents?
> A valid instrument is always reliable, but a reliable instrument is not always valid”. Comment on this statement.
> What does coding the data involve?
> What activities are involved in getting the data ready for analysis?
> A disadvantage of observation is observer bias. Discuss at least two ways of minimizing observer bias.
> What is reactivity?
> What is meant by operational definition, when is it necessary, and why is it necessary?
> How does a simple checklist differ from a sequence record on time-scale?
> Is it possible to test hypotheses with structured observation? Why (not)?
> Why is it wrong to use correlates of a concept to measure that concept?
> Since we cannot directly observe achievement motivation, job satisfaction, and service quality, these are not appropriate topics for a scientific study.” Discuss this statement.
> Explain why it is impossible to measure an object.
> Is it useful to draw on existing measures to measure abstract and subjective constructs such as for instance customer loyalty? Why (not)?
> Alter the VIDEO table to include an attribute named VID_STATUS to store character data up to 4 characters long. The attribute should not accept null values. The attribute should have a constraint to enforce the domain (“IN”, “OUT”, and “LOST”), and hav
> Describe the client/server model for application processing.
> Update the DETAILRENTAL table to set the values in DETAIL_RETURNDATE to include a time component. Make each entry match the values shown in the following table. RENT_NUM VID_NUM DETAIL_RETURNDATE 1001 34342 02-MAR-16 10:00am 1001 61353 03-MA
> Alter the DETAILRENTAL table to include a derived attribute named DETAIL_DAYSLATE to store integers up to 3 digits. The attribute should accept null values.
> Write a query to display the checkout number, check out date, and due date for every book that has been checked out (See Figure P7.67). (68 rows) FIGURE P7. 67 All Checkouts CHECK NUM CHECK OUT DATE CHECK DUE DATE 91001 3/31/2015 4/14/2015 91002 3/3
> Write the SQL command to change the movie year for movie number 1245 to 2010.
> Write a query that displays the first and last name of every patron (See Figure P7.66). (50 rows) FIGURE P7. 66 All Patron Names PAT FNAME PAT LNAME robert Kelsey Cedric carter Коch Baldwin Vera Alvarado Alan Martin Cory Peggy Tony Betsy Barry Marsh
> Write the SQL command to save the rows inserted in Problem 97.
> The following tables provide a very small portion of the data that will be kept in the database. This data needs to be inserted into the database for testing purposes. Write the INSERT commands necessary to place the following data in the tables that w
> Write the SQL code to create the table structures for the entities shown in Figure P7.96. The structures should contain the attributes specified in the ERD. Use data types that would be appropriate for the data that will need to be stored in each attri
> Write a query to display the total value of all books in the library (See Figure P7.95). FIGURE P7. 95 Total of All Books Library Value 1499
> Write a query to display the author ID and the number of books written by that author. Sort the results in descending order by number of books, then in ascending order by author ID (See Figure P7.94). FIGURE P7. 94 Number of Books per Author AU ID
> Write a query to display the subject and the number of books in each subject. Sort the results by the number of books in descending order, then by subject name in ascending order (See Figure P7.93). FIGURE P7. 93 Number of Books per Subject BOOK SU
> Write a query to display the number of different patrons who have ever checked out a book (See Figure P7.92). FIGURE P7. 92 Different Patrons to Checkout a Book DIFFERENT PATRONS 33
> Write a query to display the lowest book cost in the system (See Figure P7.91). FIGURE P7. 91 Least Expensive Book Price Least Expensive 49.95
> Write a query to display the highest book cost in the system (See Figure P7.90). FIGURE P7. 90 Most Expensive Book Price Most Expensive 129.95
> What basic database design strategies exist, and how are such strategies executed?
> Write a query that displays the book title, cost and year of publication for every book in the system. FIGURE P7. 65 The Ch07_FACT ERD CHECKOUT PATRON PK Check Num PK Pat ID FK1 Book_Num FK2 Pat_ID Check_Out_Date Check_Due_Date Check_In_Date ---H- P
> Write a query to display the number of books that are available (not currently checked out) (See Figure P7.89). FIGURE P7. 89 Number of Books not Currently Checked Out Available Books 14
> Write a query to display the number of different book subjects in the FACT system (See Figure P7.88). FIGURE P7. 88 Number of Different Subjects Number of Subjects 4
> Write a query to display the number of books in the FACT system (See Figure P7.87). FIGURE P7. 87 Number of Books Number of Books 20
> Write a query to display the author ID, first name, last name, and year of birth for all authors. Sort the results in descending order by year of birth, and then in ascending order by last name (See Figure P7.86). (Note that some DBMS sort NULLs as bein
> Write a query to display the checkout number, book number, patron ID, check out date, and due date for all checkouts that have not yet been returned. Sort the results by book number (See Figure P7.85). FIGURE P7. 85 Unreturned Checkouts CHECK NUM B
> Write a query to display the author ID, first and last name of all authors whose year of birth is known (See Figure P7.84). FIGURE P7. 84 Authors with Known Birth Year AU ID AU FNAME AU_LNAME Reeves 185 Benson 218 Rachel Beatney 251 Hugo Bruer 273 R
> Write a query to display the author ID, first and last name of all authors whose year of birth is unknown (See Figure P7.83). FIGURE P7. 83 Authors with Unknown Birth Year AU ID AU FNAME AU LNAME 229 Carmine Salvadore 262 Xia Chiang 559 Rachel McGil
> Write a query to display the patron ID, first and last name, and patron type for all patrons whose last name begins with the letter “C” (See Figure P7.82). FIGURE P7. 82 Patrons Whose Last Name Starts with â€
> Write a query to display the patron ID, first and last name of all patrons that are students (See Figure P7.81). (44 rows) FIGURE P7. 81 Student Patrons PAT ID PAT FNAME PAT LNAME 1166 Vera Alvarado 1171 Peggy 1172 Tony 1174 Betsy Marsh Miles Malone
> Write a query to display the book number, title, and year of publication for all books that contain the word “Database” in the title, regardless of how it is capitalized (See Figure P7.80). FIGURE P7. 80 Book Titles Co
> Write a query to display the manager name, department name, department phone number, employee name, customer name, invoice date, and invoice total for the department manager of the employee who made a sale to a customer whose last name is Hagan on May 18
> What is the relationship between the SDLC and the DBLC?
> Create a stored procedure named prc return_video enter data about the return of videos that had been rented. The procedure should satisfy the following requirements. a. The video number will be provided as a parameter. b. Verify the video number exists
> Create a stored procedure named prc_new_detail to insert new rows in the DETAILRENTAL table. The procedure should satisfy the following requirements. a. The video number will be provided as a parameter. b. Verify the video number exists in the VIDEO tab
> Create a stored procedure named prc_new_rental to insert new rows in the RENTAL table. The procedure should satisfy the following conditions. a. The membership number will be provided as a parameter. b. Use a Count() function to verify that the membersh
> Create a sequence named rent_num_seq to start with 1100, increment by 1, and not cache any values.
> Create a trigger named trg_mem_balance that will maintain the correct value in the membership balance in the MEMBERSHIP table when videos are returned late. The trigger should execute as an AFTER trigger when the due date or return date attributes are u
> Create a trigger named trg_late_return that will write the correct value to DETAIL_DAYSLATE in the DETAILRENTAL table whenever a video is returned. The trigger should execute as a BEFORE trigger when the DETAIL_RETURNDATE or DETAIL_DUEDATE attributes ar
> Update the PRICE table to place the values shown in the following table in the PRICE_RENTDAYS attribute. PRICE_CODE PRICE_RENTDAYS 1 5 2 3 3 5 4 7
> Alter the PRICE table to include an attribute named PRICE_RENTDAYS to store integers up to 2 digits. The attribute should not accept null values, and should have a default value of 3.
> Update the VID_STATUS attribute of the VIDEO table using a subquery to set the VID_STATUS to “OUT” for all videos that have a null value in the DETAIL_RETURNDATE attribute of the DETAILRENTAL table.
> Write a query to display the brand ID, brand name, brand type, and average price of products for the brand that has the largest average product price. FIGURE P7. 63 Brand with highest average price BRAND ID BRAND NAME BRAND TYPE AVGPRICE 29 BUSTERS
> Write a query to display the largest average product price of any brand. FIGURE P7. 62 Largest average brand price LARGEST AVERAGE 22.59
> Write a query to display the employee number, last name, first name, and sum of invoice totals for all employees who completed an invoice. Sort the output by employee last name and then by first name. FIGURE P7. 61 Total value of invoices completed by ea
> Write a query to display the vendor ID, vendor name, brand name, and number of products of each brand supplied by each vendor. Sort the output by vendor name and then by brand name. FIGURE P7. 60 Number of products of each brand supplied by each vendor
> Describe the following: TCP/IP, Router, HTML, HTTP, and URL.
> Write a query to display the department number, department name, department phone number, employee number, and last name of each department manager. Sort the output by department name. FIGURE P7. 59 Department managers DEPT PHONE EMP NUM EMP LNAME 8
> Write a query to display the customer code, first name, last name, and sum of all invoice totals for customers with cumulative invoice totals greater than $1,500. Sort the output by the sum of invoice totals in descending order. FIGURE P7. 58 List of cu
> Write a query to display the employee number, first name, last name, and largest salary amount for each employee in department 200. Sort the output by largest salary in descending order. FIGURE P7. 57 Largest salary amount for each employee in departmen
> Write a query to display the department number and most recent employee hire date for each department. Sort the output by department number. FIGURE P7. 56 Most recent hire in each department DEPT NUM MOSTRECENT 200 6/8/2005 250 12/15/2015 280 4/16/
> Write a query to display the brand ID, brand name, and average price of products of each brand. Sort the output by brand name. (Results are shown with the average price rounded to two decimal places.) FIGURE P7. 55 Average price of products of each bran
> Write a query to display the total inventory—that is, the sum of all products on hand for each brand ID. Sort the output by brand ID in descending order. FIGURE P7. 54 Total inventory of each brand of products BRAND ID TOTALINVENT
> Write a query to display the number of products within each base and type combination. FIGURE P7. 53 Number of products of each base and type PROD BASE PROD TYPE NUMPRODUCTS Solvent Exterior 67 Solvent Interior 83 Water Exterior 39 Water Interior 6
