Archives

CHAPTER 1 An Introduction to Marketing Research LEARNING OBJECTIVES To know the relationship of marketing research to marketing, the marketing concept, and marketing strategy To define marketing research To understand the purpose and uses of marketing research To classify different […]

ANSWERS TO REVIEW QUESTIONS 1. Explain how marketing research can be used in the leisure and sports industry. The introductory vignette describes how the Sports & Leisure Research Group works with sports and leisure companies in the golf, cruise line, […]

CHAPTER 10 Data Issues and Inputting Data into XL Data Analyst LEARNING OBJECTIVES To learn about the data matrix, data coding, and the data code book To understand errors that occur during data collection To become knowledgeable of various types […]

ANSWERS TO REVIEW QUESTIONS 1. What is a data matrix and how does data coding explain the numbers found in a data matrix? A data matrix is an arrangement of rows and columns identical to a spreadsheet in 2. Distinguish […]

CHAPTER 11 Summarizing Your Data LEARNING OBJECTIVES To see an overview of the four types of data analysis performed by market researchers To understand summarization data analysis, including when to use percentage, average, mode, and standard deviation To become acquainted […]

ANSWERS TO REVIEW QUESTIONS 1. What is data analysis? 2. Describe summarization analysis and provide an example. Summarization analysis is describing the data in the sample with the use of percentages or averages. Examples are the percents of males and […]

CASE SOLUTIONS Case 11.1The Prospective New Restaurant Survey Case Objective: This case requires students to identify the correct type of summarization, or descriptive, analysis based on a determination of whether a variable is metric or categorical. Answers to Case Questions […]

CHAPTER 12 Generalizing Your Findings LEARNING OBJECTIVES To find out what it means to generalize the findings of a survey To understand that a sample finding is used to estimate a population fact To discover how to estimate a confidence […]

ANSWERS TO REVIEW QUESTIONS 1. Distinguish between sample findings and population facts. How are they similar, and how may they differ? A sample finding is whenever a percentage, or an average, or some other analysis value is computed with a […]

CASE SOLUTIONS Case 12.1The Pets, Pets, & Pets Survey Case Objective: Students must use the proper formulas and interpretations to perform the various generalization analyses necessary. Answers to Case Questions 1. How often did Pets, Pets, & Pets customers visit […]

CHAPTER 13 Finding Differences LEARNING OBJECTIVES To understand how market segmentation underlies differences analysis To learn how to assess the significance of the difference between two groups’ percentages To learn how to assess the significance of the difference between two […]

ANSWERS TO REVIEW QUESTIONS 1. What are differences and why should marketing researchers be concerned with them? Differences are instances where two (or more) groups are not the same. Market segmentation holds that within a product market there are different […]

Preference: Runabout with luggage two-seat hybrid Group 50 to 64 65 and older 35 to 49 18 to 24 25 to 34 Age category: Economy four-seat hybrid is most preferred by the 50–64s Preference: Economy four-seat hybrid Group 18 to […]

CHAPTER 14 Determining Relationships LEARNING OBJECTIVES To learn what is meant by a “relationship” between two variables To understand when and how cross-tabulations with chi-square analysis are applied To become knowledgeable about the use and interpretation of correlations To learn […]

ANSWERS TO REVIEW QUESTIONS 1. What is a relationship between two variables, and how does a relationship help a marketing manager? Give an example using a demographic variable and a consumer behavior variable, such as satisfaction with a brand. A […]

Television—Education Newspaper— Education Radio—Age Magazines—Income The best approach is to use the percents table that indicates the highest concentration (largest percents) within the demographic category for each relevant media type. Because the demographic variable was selected as the column variable […]

Demographic variables—there is no trimmed table as all variables are found to be significant. Results: Least Squares Method of Regression Dependent Variable Total Cases 1000 Preference: Super Cycle one-seat hybrid Independent Variable(s) Coefficient Standardized Significant?* Income category -0.01 -0.28 Yes […]

CHAPTER 15 Preparing and Presenting Your Research Report EARNING OBJECTIVES To appreciate the importance of the marketing research report To learn about an online report writing tool, the iReportWriter Assistant, that will help you write better reports To know what […]

ANSWERS TO REVIEW QUESTIONS 1. Briefly explain the features of the iReportWriting Assistant. The iReportWriting Assistant that is described at the beginning of the chapter has the following features: The Writing Process PowerPoints that describe pre-writing, writing, and revising. 2. […]

CHAPTER 2 The Marketing Research Industry LEARNING OBJECTIVES To learn about the history and characteristics of the marketing research industry, including the professional organizations in the industry To learn the leading marketing research firms and their place in the industry […]

ANSWERS TO REVIEW QUESTIONS 1. Describe the PRC as discussed in the opening vignette by the COO of the Marketing Research Association. The Professional Researcher Certification (PRC) came about in 2005 when the Marketing Research Association (MRA) began certifying U.S. […]

CASE SOLUTIONS Case 2.1 ABR Marketing Research Case Objective: This case study deals with ethical issues in marketing research. Answers to Case Questions The following case solution is provided by Professor Harriet Bettis-Outland, who wrote the case. Case Questions: 1. […]

CHAPTER 3 The Marketing Research Process—Defining the Problem and the Research Objectives LEARNING OBJECTIVES To gain insights into marketing research by learning the steps in the marketing research process To understand when marketing research is not needed To understand the […]

ANSWERS TO REVIEW QUESTIONS 1. What are the steps in the marketing research process? The steps are: (1) establishing the need for marketing research, (2) defining the problem, (3) establishing research objectives, (4) determining research design, (5) identifying information types […]

CHAPTER 4 Research Design Alternatives and Qualitative Research LEARNING OBJECTIVES To understand what research design is and why it is significant To learn how exploratory research design helps the researcher gain a feel for the problem by providing background information, […]

ANSWERS TO REVIEW QUESTIONS 1. What are the independent, dependent, and possible extraneous variables in our chapter opening vignette written by Herb Sorenson? The opening vignette describes somewhat generically a number of experiments specific to a snack company’s placement of […]

ANSWERS TO APPLICATION QUESTIONS 23. Think of a past job that you have held. List three areas in which you, or some other person in the organization, could have benefited from having information generated by research. What would be the […]

CHAPTER 5 Information Types and Sources: Secondary Data and Standardized Information LEARNING OBJECTIVES To learn what secondary data are, and the varied uses; and how we may classify different types of secondary data including internal and external databases To understand […]

ANSWERS TO REVIEW QUESTIONS 1. What are secondary data, and how do they differ from primary data? Secondary data have previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand, […]

CHAPTER 6 Data Collection Methods LEARNING OBJECTIVES To learn the four basic alternative modes for gathering survey data To understand the advantages and disadvantages of each of the alternative data gathering modes To become knowledgeable about the details of different […]

ANSWERS TO REVIEW QUESTIONS 1. What is a survey? 2. What factors are affecting how marketing researchers conduct surveys? Surveys are being greatly affected by technological advances in communications and the communications preferences of consumers. 3. What are the four […]

CHAPTER 7 Measurement Scales LEARNING OBJECTIVES To examine question formats commonly used in marketing research To understand the basic concepts in measurement To learn about three levels of measurement used by marketing researchers To appreciate why the type of measurement […]

ANSWERS TO REVIEW QUESTIONS 1. List each of the three basic question-response formats. Indicate the two variations for each one, and provide an example for each. The answers are contained in the following table. Format type Variation(s) Example Categorical response […]

CASE SOLUTIONS Case 7.1 Extreme Exposure Rock Climbing Center Faces the Krag Case Objective: This case requires students to identify constructs in research objectives and to create measurement scales for these constructs. Answers to Case Questions Objective #1: What is […]

CHAPTER 8 Designing Data Collection Forms LEARNING OBJECTIVES To gain an overview of the questionnaire design process To learn the four “do’s” of question wording To learn the four “don’ts” of question wording To understand the basics of questionnaire organization […]

ANSWERS TO REVIEW QUESTIONS 1. What is a questionnaire and what are the functions of a questionnaire? A questionnaire is the vehicle used to pose the questions that the researcher desires respondents to answer. The functions of a questionnaire are […]

CHAPTER 9 Determining Sample Size and the Sample Plan LEARNING OBJECTIVES To become familiar with the basic concepts involved in sampling To learn how to calculate the minimum sample size needed to achieve a predetermined level of accuracy To understand […]

ANSWERS TO REVIEW QUESTIONS 1. Define each of the following: a. Population b. Sample A sample is a subset of the population that should represent that entire group. c. Census A census is defined as an accounting of everyone in […]

ANSWERS TO APPLICATION QUESTIONS 22. Here are four populations and a potential sample frame for each one. With each pair, identify (1) members of the population who are not in the sample frame, and (2) sample frame items that are […]

ANOVA is not an analysis of the standard deviations of the groups. In large-scale projects, and especially in cases in which the data entry is performed by a subcontractor, researchers utilize a data code book which identifies (1) the questions […]

Central location telephone interviewing is in many ways the research industry’s standard. Choice of data collection method should be objective and not based on cultural or infrastructure considerations. Answer: FALSE In experimental design nomenclature, an E represents the experimental effect: […]

Since its first completion, the ACS has been offering yearly estimates for geographic areas with a population of 75,000 or more. Conducting marketing research periodically allows management a method of monitoring company performance in order to spot problems early. Answer: […]

By far, the most commonly used level of confidence in marketing research is the 99% level corresponding to 2.58 standard errors. Summarization, generalizing, comparing and relating are the four functions of data analysis. Answer: TRUE Transition questions are simple and […]

The most commonly used level of confidence when calculating a confidence interval is: A) 68% B) 90% C) 95% or 99% D) 100% E) none of the above; there can be no confidence since we are dealing with statistics The […]

Generalization is ‘stronger” when we use larger samples. A scatter diagram plots data pairs in an x- and y-axis graph. Answer: TRUE We would use cross-tabulation if we wanted to assess the statistical significance of categorical relationships. Answer: TRUE Online […]

A variable description is a phrase or sentence that identifies the variable in more detail and refers to the question on the questionnaire. Syndicated sources of secondary data cover a variety of general topics of interest to the public and […]

Which of the following deals with the role of MIS? A) determine decision makers’ information needs B) acquire the needed information C) distribute information to the decision makers in a form in which they can use it for decision making […]

Data coding refers to the creation of a computer file that holds the raw data taken from all of the acceptable completed questionnaires. A CATI is a form of person-administered interview. Answer: FALSE The AMA’s definition of marketing research is […]

Since every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation. The creation of the introduction should entail just as much care and effort as […]

The statistician Tukey coined Type II errors as those made solving the wrong problem. The three basic question formats are: open-ended, categorical, and metric. Answer: TRUE The marketing intelligence system gathers information generated by internal reports, which includes order billing, […]

Your XL Data Analyst software can generate random numbers for you. Although it is preferred, there does not have to be a variable label, or a unique, short, single-word description for that variable placed in the first row on the […]

Since its first completion, the American Community Survey has been offering ________ estimates for geographic areas with a population of 65,000 or more, while geographic areas with populations of 20,000 or more can access ________-year estimates, and areas with populations […]

Discontinuous panels are sometimes called ________ panels. A) inquisitional B) repeatability C) population D) sample E) omnibus According to your text, which of the following is NOT true regarding syndicated data? A) Syndicated data are collected in a standard format […]

There are two options for confidence intervals: (1) the general case, and (2) findings-specific confidence intervals. Levels of measurement of a scale are: open-ended, categorical, and metric. Answer: TRUE The more evidence you have, the more precise you will be […]

Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Test marketing is the phrase commonly used to indicate an experiment, study or test that is conducted in a field setting. Answer: TRUE The formula […]

An operational definition is necessary for a construct to be measured empirically. Categorical measures are the most difficult level of measurement to analyze. Answer: FALSE In a disguised survey, the respondent is not identified. Answer: FALSE Properly programmed, the computer-administered […]

The straight-line formula for a linear relationship is y=a + bx. Hypothesis testing is a statistical procedure used to accept or reject the hypothesis based on sample information. Answer: FALSE Secondary data is readily available for very few applications. Answer: […]

The question “Don’t you see problems with using your credit card for an online purchase?” is an example of a loaded question. Whenever there is an information gap that is relevant to the problem, the researcher and manager come to […]

Which step is right after question development in the Questionnaire Development Process? A) Determine research objectives B) Decide on data collection method C) Question evaluation D) Pretest E) Revise as needed A(n) ________ is a break-off where the respondent stops […]

Hypotheses are used to generate theory and laws and they have no place in problem definition. The standard error of the percentage depends on two factors: the variability, denoted by p x q, and the sample size, n. Answer: TRUE […]