Essentials of Marketing Research
Chapter 1:
1) How have technology and internationalization affected marketing research?
2) Define a marketing orientation and a product orientation. Under which strategic orientation is there a greater need for marketing research?
Chapter 2:
1) What key question distinguishes relevant data from irrelevant data?
2) What makes a decision support system successful?
Chapter 3:
1) Define market symptoms. Give an example as it applies to a university business school.
2) Describe how a literature search is useful in marketing research.
Chapter 4:
1) What problems do marketing research directors face in their roles as managers?
2) What actions might the marketing research industry take to convince the public that marketing research is a legitimate activity and that firms that misrepresent their intentions and distort findings to achieve their aims are not true marketing research companies?
Chapter 5:
1) How might ethnography be used in concept testing?
2) What is laddering? How might it be used in trying to understand which fast-food restaurant different segments of customers prefer?
Chapter 6:
1) Define secondary data. What is the primary advantage of using secondary data to a marketing researcher?
2) Identify some typical research objectives for secondary-data studies.
Chapter 7:
1) Do surveys tend to gather qualitative or quantitative data? What types of information are commonly measured with surveys?
2) Why is it so important today for researchers to take advantage of new technologies in finding new ways to communicate with respondents?
Chapter 8:
1) What are the major types of mechanical observation? What types of observations might eBay potentially have access to that would be of interest to basic marketing researchers?
2) How might a smartphone serve to provide data to a company that provides consulting to nightclubs?
Chapter 9:
1) How can experimental graphs be used to show main effects and interactions?
2) What is a manipulation check? How does it relate to internal validity?
Chapter 10:
1) Why might a researcher wish to use more than one question to measure satisfaction with a particular aspect of retail shopping?
2) Construct a Likert scale that would measure student attitudes toward constructing a new business building on campus using a forced-choice approach.
Chapter 11:
1) Design one or more open-ended response questions to measure reactions to public smartphone usage by others. What advantages and disadvantages does the open-ended format provide?
2) Provide an example where a filter-item is needed to implement branching in a survey.
Chapter 12:
1) How can a market researcher try to be confident that the target population involved in some research situation is defined properly?
2) When would a researcher use a judgment, or purposive example?
Chapter 13:
1) Why is the standard deviation rather than the average deviation typically used?
2) Draw the distribution that should result from an honest roulette wheel. Draw the distribution from a dishonest roulette wheel. Assuming samples of 500 spins were taken from each wheel, what would the distribution of sample means of 10 look like for each wheel?
Chapter 14:
1) What is a histogram? What is the advantage of overlaying a normal distribution over a histogram?
2) Describe the basic hypothesis testing procedure.
Chapter 15:
1) Are t-tests or Z-tests used more often in marketing research? Why?
2) What statistical test of differences is appropriate in the following situations:
- Average campaign contributions (in $) of Democrats, Republicans, and Independents for comparison.
- Advertising managers and brand managers have responded “yes,” “no,” or “not sure” to an attitude question. The advertising and brand managers’ responses will be compared.
- One-half on a sample received an incentive in a mail survey while the other half did not. A comparison of response rates is desired.
- A manager wishes to compare the job performance of a salesperson before ethics training with the performance of that same salesperson after ethics training.
Chapter 16:
1) What types of tables might be used to describe some of the various statistical tests discussed in previous chapters?
2) What is the difference between a basic marketing research paper and an applied market research report?
Chapter 4: