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Describe how your library helps categorize the many databases to guide in your selection of sources appropriate for business.
If Nick Thomas wants to learn how consumers’ attitudes toward global warming are related to car-buying intentions, where might he find this data?
Define quantitative research. Define qualitative research. List the differences between these two research methods.
How are focus group participants recruited, and what is a common problem associated with this recruitment?
Describe what a focus group setting looks like and how a focus group would take place in one.
Indicate the advantages and disadvantages of client interaction in the design and execution of a focus group study.
Use an example to illustrate that the steps in the marketing research process are not always taken in sequence.
Why is defining the problem the most important step in the marketing research process?
What is the role of the researcher when management has already defined the problem?
What is a situation analysis, and when would it likely be used when defining the problem?
What role do constructs play in the problem definition/ research objectives process?
Can you identify examples of what they are presenting to you as relating to steps in the research process?
Explain why it is significant for marketing researchers to be knowledgeable of research design.
In what situation would a continuous panel be more suitable than a discontinuous panel? In what situation would a discontinuous panel be more suitable.
Define each of the following types of variables and give an example of each in an experiment designed to determine the effects of an advertising campaign.
Think of a past job you have held. List three areas in which you, or some other person in the organization.
Explain how you would control for the effects these variables may have on your dependent variable. Is your experiment a valid one?
The Maximum Company has invented an extra-strength, instant coffee brand to be called “Max-Gaff” and positioned.
Identify and diagram your experiment. Indicate how the experiment is to be conducted and assess the internal and external validity of your experiment.
Split Screen is a marketing research company that tests television advertisements. Split Screen has an agreement with a cable television company.
What was identified as the leading challenge facing the marketing research industry in the 2007 Confirmit industry survey? Why?
Which industries have concentrations of marketing research departments?
A manager wants to estimate the contribution to company return on investment earned by 10 different products in the company product line.
Explain why the phrase “specific problem” is important to the definition of marketing research and how this phrase relates.
What is marketing? Explain the role of marketing research in the process of marketing management.