Basic Marketing Research: Using Microsoft Excel Data Analysis 3rd Edition

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 types of marketing research studies To describe a marketing information system (MIS) and understand

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, and other recreation industries to: Effectively communicate with the target market Optimize product

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 of nonresponse errors To become acquainted with data quality errors and how to

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 Microsoft Excel. Data coding is the identification of code values that are associated with

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 with the summarize function of your XL Data Analyst To learn how to create

ANSWERS TO REVIEW QUESTIONS 1. What is data analysis? Data analysis is defined as the process of describing a dataset by computing a small number of measures that characterize the dataset in ways that are meaningful to the client. Data analysis is defined as the process of describing a dataset by computing a

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 1. Assuming that the data set is comprised of only respondents who

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 interval for a percentage or an average To learn how to test a

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 samples data. However, because of the sample error involved, the sample finding

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 it last year? x zaxs n = 4.4 1.96 x4.98 162 4.4 1.96 x.39 4.4 .76

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 groups averages To understand when analysis of variance (ANOVA) is used and

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 types of consumers who have different requirements, and these differences can

Preference: Runabout with luggage two-seat hybrid Group 50 to 64 65 and older 35 to 49 18 to 24 25 to 34 Sample Size 239 210 256 121 174Average 3.4 3.5 3.5 4.2 4.7 50 to 64 Equal Equal Not equal Not equal 65 and older Equal Not equal Not equal 35 to 49

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 about the application and interpretation of regression analysis To become proficient in the

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 relationship is a consistent and systematic linkage between the levels or labels

TelevisionEducation Newspaper Education RadioAge MagazinesIncome 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 in the above analyses, the columns percents) within the demographic category for each relevant media

Demographic variablesthere 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 Level of education -0.14 -0.22 Yes Age category -0.03 -0.32 Yes Number of people

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 material should be included in each part of the marketing research report To learn

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. Templates for title page, letter of authorization, letter of transmittal, table of contents, list of

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 structure To know how to classify marketing research firms To be aware of

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. individuals involved in research. Over 1000 individuals have become certified. The program

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. After you have thoroughly read the case, write down what you believe are

CHAPTER 3 The Marketing Research ProcessDefining 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 difference between the problem and the research objective To know the importance of properly

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 and sources, (6) determining methods of accessing data, (7) designing data collection forms,

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, suggesting hypotheses, and prioritizing research objectives To know the fundamental questions addressed by descriptive

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 companys placement of chips and nuts/seeds in convenience stores. The independent variable is placement (shelf

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 most appropriate research design for each of the three areas of

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 the advantages and disadvantages of secondary data To learn how to evaluate secondary data To

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, whereas primary data refers to information that is developed or gathered by

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 types of survey data collection methods such as personal interviews, telephone interviews, and computer-assisted

ANSWERS TO REVIEW QUESTIONS 1. What is a survey? Surveys are interviews with a large number of respondents using a predesigned questionnaire. Surveys are interviews with a large number of respondents using a predesigned questionnaire. Surveys are interviews with a large number of respondents using a predesigned questionnaire. 2. What factors are affecting how

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 scale is important To become familiar with scale types commonly used in marketing

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 Open-ended response formatUnaided What Ford Explorer ads do you recall seeing or hearing in the past week?Aided

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 the demographic and rock climbing profile of Extreme Exposures members? Construct(s): Demographic characteristics of

CHAPTER 8 Designing Data Collection Forms LEARNING OBJECTIVES To gain an overview of the questionnaire design process To learn the four dos of question wording To learn the four donts of question wording To understand the basics of questionnaire organization To understand the advantages of computer-assisted questionnaire design software To learn how to

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 as follows: It translates the research objectives into specific questions that are asked

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 the difference between probability and nonprobability sampling plans To become acquainted with the specifics

ANSWERS TO REVIEW QUESTIONS 1. Define each of the following: a. Population The population is the entire group under study as specified by the research project. The population is the entire group under study as specified by the research project. The population is the entire group under study as specified by the research project. b. Sample A

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 not part of the population. Also, for each one, would you