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Chapter: 8 -Problem: 1 >> Texas Red is the oldest soft-drink company in Texas. During the 1980s, the company went through bankruptcy because of its inability to compete with the big national soft drink brands. In 2003, a group of investors purchased the brand name from the bankruptcy court and reincarnated it with distribution primarily through specialty grocery stores and selected theme restaurants. The company is current
Answer Preview: 1. The researcher can conduct a survey of customers and use …

, Chapter: 11 -Problem: 1 >> New Mexico National Bank (NMNB) operates branches in 23 cities and towns throughout the state of New Mexico.The bank offers a complete range of financial services, including Visa and MasterCard credit cards.New Mexico National Bank (NMNB) has 53,400 people in the state using its credit cards.1. How would you define the population of interest for the study?2. What sampling frame(s) might you use fo
Answer Preview: 1. The population is 53,400 people using credit cards. 2. T…

, Chapter: 1 -Problem: 12 >> Divide the class into groups of four. Each team should visit a large organization (profit or nonprofit) and conduct an interview with the top marketing executive to discover how this firm is using marketing research. Each team then should report its findings in class.
Answer Preview: 1 . Divide the class into groups of four . 2 . Each team should v…

, Chapter: 15 -Problem: 1 >> The United Way was concerned about the attitudes of non-donors toward the organization with the theory that their reasons for not donating are tied to their perceptions of United Way. They are also interested in getting a sense of what factors might convert non-donors to donors. The executive summary from the research report is provided below. Each heading and the text that follows were provided o
Answer Preview: 1. No; the executive summary should be e…

, Chapter: 3 -Problem: 7 >> Go to http://www.comscore.com and explain what they offer their customers.
Answer Preview: Comscore offers medi…

, Chapter: 13 -Problem: 3 >> What is meant by the editing process? Should editors be allowed to fill in what they think a respondent meant in open-ended questions if the information seems incomplete? Why or why not?
Answer Preview: The editing process is to check on the …

, Chapter: 10 -Problem: 1 >> In conjunction with the Better Homes and Gardens Best New Product Awards, Toronto-based. BrandSpark International surveyed more than 50,000 U.S. consumers on topics such as “recessionary shopping behavior, healthy eating, future spending priorities, private labels versus premium brands, organic and natural foods, environmental accountability, and money-saving strategies.”The BrandSpark American Sh
Answer Preview: 1. The types of survey research that could have been used to gather this data include focus groups, …

, Chapter: 4 -Problem: 1 >> Midas, Inc. is one of the best-known providers of automotive services, offering brakes, maintenance, tires, exhaust, steering, and suspension repairs at nearly 2,400 franchised, licensed and company-owned Midas shops in 16 countries, including more than 1,600 in the United States and Canada. Enable consumers to do the talking to video cameras in the privacy of their own homes. Explain why they cho
Answer Preview: 1. Qualitative research with a focus group was used. 2. Depth …

, Chapter: 7 -Problem: 12 >> Divide the class into teams of five. Each team should select a different retailer (services are OK for mystery shopping). Two members of the team should prepare a list of 10 to 15 questions to be answered. The remaining three members of the team should become mystery shoppers with the goal of answering the questions created by the team. After the shopping is complete, the team should combine its f
Answer Preview: Instruct ions 1 . Divide the class into teams of five . 2 . Have each team sele…

, Chapter: 15 -Problem: 1 >> Much of the problem, but certainly not all, seems to be his project managers and a lack of project control. An informal survey by Larry of his best clients found:• The field service recruited unqualified respondents.• Underqualified interviewers were used for executive interviews.• The moderator could not keep up with changes that were made in the discussion guide.• The report lacked depth, interp
Answer Preview: 1. He needs to hire new field managers or provide better training to his curren…

, Chapter: 10 -Problem: 9 >> What’s wrong with the following questions?a. How do you like the flavor of this high-quality Maxwell House coffee?b. What do you think of the taste and texture of this Sara Lee coffee cake? c. We are conducting a study for Bulova watches. What do you think of the quality of Bulova watches?
Answer Preview: a. Bias - lead…

, Chapter: 5 -Problem: 6 >> What types of error might be associated with the following situations?a. Conducting a survey about attitudes toward city government using the telephone directory as a sample frame.b. Interviewing respondents only between 8:00 a.m. and 5:00 p.m. on features they would like to see in a new condominium development.c. Asking people if they have visited the public library in the past two months.d. Aski
Answer Preview: a. Sample frame error…

, Chapter: 10 -Problem: 12 >> Divide the class into groups of four or five. Match the groups evenly into supplier and client teams.cair a client team with a supplier team. Each client team should pick some aspect of the university such as student housing, student transportation, sports, sororities, fraternities, food on campus, and some other aspect of student life. Next, the client team should create four management objective
Answer Preview: 1 : Divide the class into groups of 4 or 5 students . 2 : Match the groups evenly in…

, Chapter: 8 -Problem: 6 >> Night students at the university or college are much older than day students. Introduce an explicit control for day versus night students in the preceding experiment.
Answer Preview: History considers special events or variables outside the experiment …

, Chapter: 9 -Problem: 7 >> Divide the class into teams of four or five. Each team should go to the Internet and find the results of a survey with data. Each team should then determine the face validity and content validity of the research. Also, each team should suggest a method of assessing reliability of the survey.
Answer Preview: Face Val idity : Face validity is a measure of how well a survey or test seems to measure what i…

, Chapter: 4 -Problem: 8 >> Take a consumer drawing test—draw a typical Pepsi drinker and a typical Coke drinker. What do the images suggest about your perceptions of Coke and Pepsi drinkers?
Answer Preview: When drawing a typical Pepsi drink er , you might focus on features such as a youthful and en…

, Chapter: 12 -Problem: 1 >> HealthLife spent $3 million to promote awareness and a positive image of its wellness services among Fortune 500 companies and their employees. They estimate a total target audience of around 10,000. To assess the campaign, the company conducted a pretest and a posttest. Unaided awareness (“What companies come to mind when you think of companies that provide group health care coverage?”) increased
Answer Preview: 1. 2. 3. 4. ($19/interview)(3,601 interviews) = $68…

, Chapter: 3 -Problem: 9 >> Divide the class into groups of four or five. Each team should go to the Internet and look up database marketing. Each team should then report to the class on how a specific company is effectively using databases to improve its marketing efficiency.
Answer Preview: To begin , the instructor should first divide the class into specified groups of four or five . Each …

, Chapter: 1 -Problem: 11 >> Using the Internet and a Web browser, visit a search engine such as Google or Yahoo! and type “marketing research.” From the thousands of options you are offered, pick a website that you find interesting and report on its content to the class.
Answer Preview: The website I chose is the American Marketing Association 's website on Market…

, Chapter: 4 -Problem: 6 >> Divide the class into groups of four and eight. The groups of four will select a topic below (or one suggested by your instructor) and create a discussion guide. One of the groups of eight will then serve as participants in the focus group. The groups should last at least 20 minutes and be observed by the remainder of the class. Suggested topics:a. New video gamesb. Buying a hybrid gasoline or ele
Answer Preview: Thorough solution with explanation. The first step is to divide the class into two groups: a group o…

, Chapter: 7 -Problem: 9 >> Do you think that tracking beacons should be outlawed? Why or why not?
Answer Preview: The answer to this question depends on the context in which tr…

, Chapter: 6 -Problem: 1 >> Companies like Coca-Cola and Starbucks conduct humanitarian acts in the foreign countries they do business in. These efforts directly impact branding.2,000 adults were surveyed via the Web.Sixty percent of U.S. adults over the age of 18 said “knowing a company is mindful of its impact on the environment and society makes me more likely to buy their products and services,” according to findings in
Answer Preview: 1. An open panel is not a good idea for this study. There is no guarantee that …

, Chapter: 9 -Problem: 1 >> What is measurement?
Answer Preview: Measurement is the process of assign…

, Chapter: 10 -Problem: 11 >> Discuss the advantages and disadvantages of Web-based questionnaires.
Answer Preview: One of the primary advantages of Internet questionnaires is that ther…

, Chapter: 7 -Problem: 1 >> Every year, On-Site Research conducts a cross-country ethnographic study called Cyber Census. Members of the research team drive an RV across 20 states to track a core group of 150 Americans and their use of and interaction with Web-based and other technology.The research shows that people are increasingly looking for a space in the home, most often the kitchen or family room, where they can inter
Answer Preview: 1 This information can be used in advert…

, Chapter: 9 -Problem: 17 >> Divide the class into teams. Each team should create five adjective pairs of phrases that could be used in a semantic differential to measure the image of your college or university. The instructor will then aggregate the suggestions into a single semantic differential. Each team member should then conduct five interviews with students not in the class. The data can then be analyzed later in the t
Answer Preview: Team 1: Traditional vs. Modern Prestigious vs. Average Exclusive vs. Inclusive Elite vs. Accessible …

, Chapter: 2 -Problem: 9 >> Divide the class into teams of four or five. Half of the teams should prepare short RFPs on the following topics:1. Food on campus 2. Role of fraternities and sororities on campus 3. Entertainment in your city 4. Your university website 5. Role of student internships in education 6. Online purchasing of school supplies 7. Purchasing music on the Internet The RFPs should state clearly and precisely
Answer Preview: Team 1: RFP Topic: Food on Campus Research Objective: To investigate student attitudes towards the a…

, Chapter: 4 -Problem: 9 >> Use the metaphor technique to tell a story about going to the supermarket.
Answer Preview: Once upon a time there was a brave knight who decided …

, Chapter: 3 -Problem: 8 >> Go to http://www.nielsen.com and read about BuzzMetrics. Explain how it works and why it is a valuable tool to some marketers.
Answer Preview: BuzzMetrics is the …

, Chapter: 9 -Problem: 1 >> There are the many types of construction equipment necessary for modern construction techniques. The most versatile and most often purchased of these is the loader backhoe.How do engineers identify design advancements for the backhoe to keep the product line fresh and responsive to market needs? How do they make sure the design advancements are appropriate for the varied needs of a global marketpl
Answer Preview: 1. Constant sum scale. 2. Yes. It refle…

, Chapter: 7 -Problem: 8 >> Use ethnographic research to evaluate the dining experience at your student center. What did you learn?
Answer Preview: Eth n ographic research involves observing and interviewing people in a natural se…

, Chapter: 2 -Problem: 1 >> This case illustrates the classic case of misdirected research effort. Information is presented that is based upon an erroneous assumption and has little to do with the real problem faced by Cessna’s management. 1. What is the management decision problem? 2. Define the marketing research problem(s). 3. Develop the marketing research objectives. 4. Explain how a marketing researcher should use the
Answer Preview: 1. Cessna wants to sell more aircraft. Based upon previous research, they think they understand that 20 percent of the people who hold private pilots …

, Chapter: 12 -Problem: 9 >> A marketing researcher must determine how many telephone numbers she needs to order from a sample provider to complete a survey of ATM users. The goal is to complete 400 interviews with ATM users. From past experience, she estimates that 60 percent of the phone numbers provided will be working phone numbers. The estimated incidence rate (percentage of people contacted who are ATM users) is 43 perc
Answer Preview: 400 = (.6 * …

, Chapter: 15 -Problem: 2 >> Maxwell Research, a full-service research firm located in Austin, Texas, specializes in custom research serving primarily the hospitality, travel, and consumer package goods industries. At this quickly growing company, Mike Maxwell, CEO and founder, says that the firm’s success is attributable to providing outstanding service to their clients. For its 15 top key accounts, each key account manager
Answer Preview: 1. Although Mikes labor-intensive focus might make his customers happy, it is clearly not good for b…

, Chapter: 13 -Problem: 13 >> Using data from a newspaper or magazine article, create the following types of graphs: line graph, pie chart, bar chart.
Answer Preview: I can provide instructions on how to create these types of graphs using data from a newspaper or mag…

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