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

978-0135078228 Chapter 4 Solution Manual Part 2

June 7, 2019
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 research you have listed?
Students will have different answers due to different job situations so there is no set
answer to this question. The following are some examples that might be used to
stimulate class discussion:
Area Issue Research Design
Price What happens if we raise (or
lower) price?
24. You are no doubt familiar with Internet search engine companies that find online
sources pertaining to words, phrases, or questions that users type in. Can you identify
research problems likely to be addressed by a search engine company such as
Google™? What type of research design would you recommend for these problems?
Google and its competitors are search engine services. They provide four types of
searches—web, pictures, news, and products. As such, Internet search engines can be
useful in exploratory research where the researcher is gaining background (e.g. who
25. Design an experiment. Select an independent variable and a dependent variable.
What are some possible extraneous variables that may cause problems? Explain how
you would control for the effects these variables may have on your dependent
variable. Is your experiment a valid one?
The purpose is to have students apply an experimental design and thus pick out
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student “present” his or her design to the class.
26. The Maximum Company has invented an extra-strength, instant coffee brand to be
called “Max-Caff” and positioned to be stronger tasting than any competing brands.
Design a taste test experiment that compares Max-Caff to the two leading instant
coffee brands to determine which brand consumers consider to taste the strongest.
Identify and diagram your experiment. Indicate how the experiment is to be
conducted, and assess the internal and external validity of your experiment.
There is no need to perform a pretest as there is no baseline to taste tests. Max-Caff is
to be compared to the leading brands, A and B (Maxwell House and Folger’s, for
With an across subjects design, three groups are used, each with its own stimulus.
No control group is used as it does not make sense to have subjects rate the strength
of a nonstimulus.
Internal validity is addressed in the following ways:
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External validity is an issue as the taste test is conducted in an artificial setting
(perhaps at a shopping mall or some other facility), and the subjects are told that they
are to rate the taste so they will be especially vigilant to the taste. Also, the long term
27. Coca-Cola markets PowerAde as a sports drink that competes with Gatorade.
Competition for sports drinks is fierce where they are sold in the coolers of
convenience stores. Coca-Cola is thinking about using a special holder that fits in a
standard convenience-store cooler but moves PowerAde to eye level and makes it
more conspicuous than Gatorade. Design an experiment that determines whether the
special holder increases the sales of PowerAde in convenience stores. Identify and
diagram your experiment. Indicate how the experiment is to be conducted and assess
the internal and external validity of your experiment.
There is one treatment (the cooler holder for PowerAde) and one control situation
(the current stocking of PowerAde without the cooler holder). A before-after with
The groups are randomly assigned convenience stores such as Circle K’s or
7-Eleven’s, and the Os are store sales, and the effect of the PowerAde cooler holder is
Internal validity is addressed in the following ways:
External validity is taken care of if the groups are representative of all convenience
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The test is realistic and generalizable.
28. SplitScreen is a marketing research company that tests television advertisements.
SplitScreen has an agreement with a cable television company in a medium-size city
in Iowa. The cable company can send up to four different television ads
simultaneously to different households. SplitScreen also has agreements with the
three largest grocery store chains, which will provide scanner data to SplitScreen.
About 25% of the residents have SplitScreen scan cards that are scanned when items
are bought at the grocery store and that allow SplitScreen to identify who bought
which grocery products. For allowing SplitScreen access to their television hookups
and their grocery-purchase information, residents receive bonus points that can be
used to buy products in a special points catalog. Identify and diagram the true
experimental design possible using the SplitScreen system. Assess the internal and
external validity of SplitScreen’s system.
Virtually any true experimental design is possible with the SplitScreen system, but the
most powerful ones would be before-after with control group or after-only design.
All internal validity problems are under control assuming that groups are equivalent,
drop-outs are replaced, commercials are seen at the same time, stores maintain
constant, etc. The external validity may concern some students who will point out the
29. A tire store chain is concerned that women have concerns about bringing their car to
tire stores which are typically dominated by men—employees and customers. What
type of research would you conduct to determine if this concern is prevalent among
female drivers and what techniques the chain may adopt that would alleviate some of
these concerns?
This is a sensitive topic because it concerns subtle or deep fears on the part of female
customers who are threatened by the male-dominated situation. So, a projective
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Case 4.1 Memos from a Researcher
Case Objective: This case presents the student with three different situations where
they must determine the appropriate research design.
Answers to Case Questions
1. Describe what research design you would recommend for each client.
2. For each research design you selected for the three clients, discuss why you believe
your choice of design is the correct choice.
The answers are provided in the table below.
Client Research Design Reason(s)
Client A Exploratory research
should be used
because we know very
little about the
All we know is that an important symptom of a
Client B Descriptive research
should be used.
Unlike Client A, we know a good deal more about
Client C An experiment is
needed, the primary
tool of causal research.
We need to manipulate the independent variables of
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Case 4.2 Integrated Case: Advanced Automobile Concepts
Case Objective: This case requires students to identify appropriate research designs for
the Advanced Automobile Concepts marketing research project.
Answers to Case Questions
1. To deal with the first set of issues—determining how consumers feel about certain
issues, how important these issues are to them, and what terms they use to discuss
these issues—what research design would you suggest? Why?
At this point in the marketing research process, Nick should strongly consider using
exploratory research. He is at the beginning of the process where he needs to gain
2. Consider the second paragraph in the case. What research design would you suggest
to determine all of the following: Which attitudes are strongly associated with
purchase intentions of different auto models? Will these relationships vary around the
country and will they exist for definable market segments? Why?
The critical issues are: determining associations between attitudes and intentions and
investigating if these vary by market segment. This is definitely the realm of
3. Nick Thomas’s last question deals with determining how much of an increase in mpg
will be needed for consumers to have equal preference for ZEN models as those
outselling ZEN today. What research design would you suggest?
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The tip-off is the use of the “require to buy” phrase. It strongly infers cause and effect.
So, a causal research design is called for. The treatments can be the mpg increases
(such as 10%, 20%, 30%, etc.), and the dependent variables would be the preference
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall