Type:
Solution Manual
Resource:
Essentials of Marketing Research A Hands-On Orientation
Edition:
1st Edition
Author(s):
Naresh K. MAlhotra
CONTENTS Preface Preface-1
PART I: CHAPTER NOTES AND ANSWERS Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Chapter 12 Chapter 13
Introduction to Marketing Research Defining the Marketing Research Problem and Developing an Approach Research Design, Secondary and Syndicated Data Qualitative Research Survey and Observation Experimentation AND Causal Research Measurement and Scaling Questionnaire and Form Design Sampling Design and Procedures Data Collection and Preparation Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulations Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression Report Reparation and Presentation
PART II: CASE AND ONLINE VIDEO CASE SOLUTIONS Running Case Case 1.1 Dell Direct
Comprehensive Critical Thinking Case Case 2.1 American Idol: A Big Hit for Marketing Research?
Extra Comprehensive Critical Thinking Case Case 2.2 Baskin-Robbins: Can it Bask In the Good ‘Ole Days? Case 2.2 Baskin-Robbins: Can it Bask In the Good ‘Ole Days? Answers
Comprehensive Cases with Questionnaires and Real Data Case 3.1 JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions Case 3.2 Wendy’s: History and Life After Dave Thomas! TC - 1 .
Online Video Cases These Online Video Cases are posted on the Instructors website (Instructional Resource Center) as well as the student companion website that does not require a password and can be downloaded from there. The answers are contained in the Instructor’s Manual. Online Video Case 1.1 Online Video Case 2.1 Online Video Case 3.1 Online Video Case 4.1
Burke: Learning and Growing Through Marketing Research Accenture: The Accent Is in the Name National Football League: The King of Professional Sports Nike: Associating Athletes, Performance, and the Brand
Online Video Case 5.1
Starbucks: Staying Local While Going Global Through Marketing Research
Online Video Case 6.1
AFLAC: Marketing Research Quacks A Duck
Online Video Case 7.1 Online Video Case 8.1 Online Video Case 9.1 Online Video Case 10.1 Online Video Case 11.1
Procter & Gamble: Using Marketing Research to Build Brands Dunkin’ Donuts: Dunking the Competition Subaru: “Mr. Survey” Monitors Customer Satisfaction Intel: Building Blocks Inside Out Marriott: Marketing Research Leads to Expanded Offerings Online Video Case 12.1 Marriott: Marketing Research Leads to Expanded Offerings Online Video Case 13.1 Marriott: Marketing Research Leads to Expanded Offerings
Accompanying Videos The videos accompanying the Online Video Cases are posted on the Instructors website (Instructional Resource Center) as well as the student companion website that does not require a password and can be downloaded from there.
TC - 2 .
PREFACE The response to my graduate text Marketing Research: An Applied Orientation, Sixth Edition, has been truly gratifying, with more than 150 universities adopting the book in the United States. The book is being used in over 100 countries and has been translated into Chinese, Spanish, Portuguese, Russian, French, Hungarian, Bhasa Indonesia, and Japanese. An International Edition, a European Edition, Indian Edition, Arabian Edition, and an Australian and New Zealand Edition have also been published. Basic Marketing Research: Integration of Social Media, Fourth Edition, built on this success, as well as the success of the first three editions, and carried it to the undergraduate level. Essentials of Marketing Research: A Hands-On Orientation, First Edition, is the latest and lowest level of all my marketing research textbooks. This book is current, contemporary, illustrative, and sensitive to the needs of mainstream undergraduate students. Please accept my personal gratitude and thanks for your support of my marketing research books. Truly, I owe you a lot!
AUDIENCE This book is suitable for use in the introductory marketing research course at the undergraduate level in two-year, four-year colleges and in schools that do not want to emphasize the technical and statistical methodology but teach marketing research with a managerial orientation. With plenty of self-help for students, it not only facilitates classroom learning, but is also very suitable for online marketing research courses. The marketing research concepts and principles are presented at an elementary level. The book presents the material in a manner that is easy to read and understand. There is an abundance of diagrams, pictures, illustrations, and examples that help to explain the elementary concepts. The relative positioning of my three books is as follows.
Preface - 1 .
Textbook
Number of Chapters
Depth of Coverage. Statistics and Formulas.
Positioning
Essentials of Marketing Research, First Edition
13
Covers concepts at an elementary level. Deemphasizes statistics and formulas.
Two-Year, Four-Year, and Schools emphasizing a nontechnical and nonstatistical orientation. Online marketing research courses.
Basic Marketing Research, Fourth Edition
19
Covers concepts at a medium level. Moderate emphasis on statistics and formulas; only basic statistical techniques are covered.
Upper level Undergraduate textbook.
Marketing Research, Sixth Edition
24
Covers concepts at a deep level. Heavy emphasis on statistics and formulas; all the advanced statistical techniques are covered including SEM.
Mainstream MBA level textbook.
INSTRUCTOR'S MANUAL I have personally written the Instructor's Manual so that it is very closely tied to the text. This manual is organized into two parts. Part One contains chapter notes and answers. The notes for each chapter contain learning objectives, author's notes, chapter outline, teaching suggestions, answers to iResearch, and answers to all end of chapter questions (review questions, applied problems, and Internet exercises). The author's notes show how to emphasize the material in each chapter. The outline could be used as a vehicle for structuring the material to be presented in the class. The teaching suggestions are extensive and complete. They are organized around the learning objectives and could be used as the primary material for class preparation. Additional materials have been provided that are not contained in the book. These include: (1) Preface - 2 .
Decision Research Scenarios and answers, and (2) questions and answers to role playing, field work and group discussions exercises. Part Two contains solutions for all the cases and online video cases included in book, including those that involve data analysis. Again, these solutions are extensive and provide answers to all the questions for each case. For example, complete questionnaires have been designed and, where relevant, complete data analysis solutions have been provided. Thus, no additional work is required of the instructor. Statistical data for all of the relevant cases are posted on the website (Instructor Resource Center) and the student Companion website. An additional comprehensive critical thinking case has been included entitled, Case 2.2 BaskinRobbins: Can it Bask In the Good ‘Ole Days? The answers to this additional case are also provided.
SPSS AND EXCEL DATA AND OUTPUT FILES The SPSS and Excel files for all the input data sets as well all the outputs are posted on the Instructor website and include the following.
Preface - 3 .
Input Data for Cases Separate folders contain SPSS and Excel input data files for cases 1.1, 3.1, and 3.2.
Input Data for Chapter Tables Separate folders contain SPSS and Excel input data files for Tables 10.1, 11.1, 12.1, and 12.7. Thus, these data files can be used to conduct all the analyses reported in Chapters 10, 11, and 12.
Input Data for Chapter Exercises Separate folders contain SPSS and Excel input data files for the relevant applied problems in Chapters 11 and 12.
Output for Cases Separate folders contain SPSS and Excel output files for cases 1.1, 3.1, and 3.2. All the statistical analyses required for these cases have been conducted and the output files are contained in this folder. The SPSS output files have been provided in pdf format so that they can be opened without access to SPSS.
Output for Chapter Tables Separate folders contain SPSS and Excel output files for all the analyses conducted on the data contained in Tables 10.1, 11.1, 12.1, and 12.7. Thus, these output files contain all the analyses reported in Chapters 10, 11 and 12. The SPSS output files have been provided in pdf format so that they can be opened without access to SPSS.
Output for Chapter Exercises Separate folders contain SPSS and Excel output files for the relevant applied problems in Chapters 11 and 12. Thus, these output files contain all the answers to the relevant applied problems in Chapters 11 and 12. The SPSS output files have been provided in pdf format so that they can be opened without access to SPSS.
SPSS AND EXCEL COMPUTERIZED DEMONSTRATIONS We have developed computerized demonstrations that give step-by-step instructions for running all the SPSS (IBM SPSS Statistics 20 and IBM SPSS Statistics 21) and Excel (2007, 2010, and 2013) programs that are discussed in this book. These demonstrations can be downloaded from the websites (Instructor and Student) for this book. The instructions for running these demonstrations are given in Exhibit 10.1.
SPSS AND EXCEL SCREEN CAPTURES WITH NOTES The step-by-step instructions for running the various SPSS (IBM SPSS Statistics 20 and IBM SPSS Statistics 21) and Excel (2007, 2010, and 2013) programs discussed in this book are also illustrated in screen captures with appropriate notes. These screen captures can be downloaded from the websites (Instructor and Student) for this book.
STUDENT RESOURCE MANUAL Preface - 4 .
A Student Resource Manual is posted on the website. This manual gives plenty of self-help to students to learn and practice the concepts discussed in the book. It enables students to study more effectively. This online resource manual contains chapter outlines, learning tips organized by objectives, practice true and false and multiple choice questions, additional figures and tables, and hints for selected Applied Problems. It also gives detailed instructions for running the data analysis procedures using SPSS and Excel along with an additional practice dataset.
OTHER INSTRUCTIONAL SUPPORT In addition to the instructor's manual, other items of instructional support are also available. This package, consisting of a complete set of teaching aids, includes:
Functional and useful Websites The book is supported by two parallel websites: one for instructors (The Instructor Resource Center) and the other for students. These sites can be accessed at www. www.pearsonhighered.com/malhotra. The Instructor Resource Center, which is password protected, contains the following: The entire instructor’s manual Test item file PowerPoint slides containing all the main concepts, all figures, and all tables. Additional slides containing material not covered in the book are also included. Data for cases 1.1 Dell, 3.1 JP Morgan Chase, and 3.2 Wendy’s, given in the book (SPSS and Excel). Data files for all the Applied Problems (SPSS and Excel). Data file for the dataset(s) used in each data analysis chapter (SPSS and Excel). Output files for data analyses presented in Chapters 10 to 12, and for solutions to all Applied Problems, Internet Exercises and Cases (SPSS and Excel). SPSS (IBM SPSS Statistics 20 and 21) and Excel (2007, 2010, and 2013) Computerized Demonstration Movies. SPSS (IBM SPSS Statistics 20 and 21) and Excel (2007, 2010, and 2013) Screen captures. Additional materials that supplement the topic discussed in the book. The student site contains all the case data files, files for all the end of chapter exercises, data files for all the Applied Problems and Internet Exercises, data files for the dataset(s) used in each data analysis chapter, SPSS (IBM SPSS Statistics 20 and 21) and Excel (2007, 2010, and 2013) computerized demonstration movies, SPSS (IBM SPSS Statistics 20 and 21) and Excel (2007, 2010, and 2013) screen captures, and additional materials that supplement the topic discussed in the book.
Preface - 5 .
Test Item File I personally wrote the test item file. This valuable resource contains a wide variety of questions for each chapter that allow you to create your own exams.
Online Video Cases A set of video cases and the accompanying streaming videos are posted on the website. The viewing time for many of these videos is less than 10 minutes so that they can be conveniently shown in class. The write-ups for these cases are posted on the website and the solutions are provided in the instructor’s manual. The case write-ups and videos accompanying these cases can be downloaded from the website by the instructors as well as the students.
PowerPoint slides These slides contain extensive materials including the major concepts, all the figures, and all the tables for each chapter of the book. Additional slides containing material not covered in the book are also included.
CourseSmart eTextbooks Developed for students looking to save on required or recommended textbooks, CourseSmart eTextbooks Online save money off the suggested list prices of the print text. Students simply select their eText by title or author and purchase immediate access to the content for the duration of the course using any major credit card. With a CourseSmart eText, students can search for specific keywords or page numbers, make notes online, print out reading assignments that incorporate lecture notes, and bookmark important passages for later review. For more information, or to purchase a CouseSmart eTextbook, students should visit www.coursesmart.com.
ACKNOWLEDGMENTS Several people have been extremely helpful in writing this Instructor’s Manual. My students, especially research assistants, have been very helpful in many ways. I want to acknowledge with great respect my parents, the late Mr. H. N. Malhotra and Mrs. S. Malhotra. Their love, encouragement, support, and the sacrificial giving of themselves have been exemplary. My heartfelt love and gratitude go to my wife Veena, and my children Ruth and Paul, for their faith, hope, and love. Most of all, I want to acknowledge and thank my Savior and Lord Jesus Christ for the many miracles He has performed in my life. I praise God and give Him all the glory. This book is, truly, the result of His grace __ "This is the Lord's doing; it is marvelous in our eyes" (Psalm 118: 23). I praise God and give Him all the glory. Undoubtedly, the most significant event in my life was when I accepted the Lord Jesus Christ as my personal Savior and Lord. “For whosoever shall call upon the name of the Lord shall be saved” (Romans 10:13).
Preface - 6 .
Naresh K. Malhotra
Preface - 7 .
CHAPTER 1 INTRODUCTION TO MARKETING RESEARCH LEARNING OBJECTIVES 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Define marketing research and distinguish between problem identification and problemsolving research. Describe a framework for conducting marketing research as well as the six steps of the marketing research process. Understand the nature and scope of marketing research and its role in designing and implementing successful marketing programs. Explain how the decision to conduct marketing research is made. Discuss the marketing research industry and the types of research suppliers, including internal, external, full-service, and limited-service suppliers. Describe careers available in marketing research and the backgrounds and skills needed to succeed in them. Explain the role of marketing research in decision support systems. Acquire an appreciation of the international dimension and the complexity involved in international marketing research. Describe the use of social media as a domain to conduct marketing research. Gain an understanding of the ethical aspects of marketing research and the responsibilities each of the marketing research stakeholders have to themselves, one another, and the research project.
AUTHOR'S NOTES: CHAPTER FOCUS This introductory chapter provides an overview of the nature and scope of marketing research. It gives a definition and classification of marketing research. An overview of the marketing research process is presented. Marketing research suppliers and services and careers in marketing research are covered. The role of MIS and DSS is described and international marketing research is introduced. The role of social media and ethical considerations, topics of current relevance, are discussed. While similar in many ways to the material in competing texts, this chapter is different in that it presents a classification of marketing research (Figure 1.2). The classification of marketing research suppliers and services is also unique (Figure 1.5). Furthermore, the concepts of MIS, DSS, international marketing research, social media, and ethics are introduced in the first chapter, rather than later in the text. Internet applications are emphasized. This chapter could be taught by focusing on the Learning Objectives, sequentially. Greater emphasis could be placed on the definition and classification (Learning Objective 1), the marketing research process (Learning Objective 2), and the nature and scope of marketing research (Learning Objective 3). The types and roles of research suppliers (Learning Objective .
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5) should also be emphasized. The use of the Internet and relevant software could be demonstrated in the class.
CHAPTER OUTLINE 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.
Overview Definition of Marketing Research A Classification of Marketing Research Marketing Research Process The Role of Marketing Research in Marketing Decision Making The Decision to Conduct Marketing Research An Overview of the Marketing Research Industry Selecting a Research Supplier Careers in Marketing Research The Role of Marketing Research in MIS and DSS International Marketing Research Social Media and Marketing Research Ethics in Marketing Research Summary Key Terms and Concepts Acronyms
TEACHING SUGGESTIONS Learning Objective 1 * Give a definition of marketing research and illustrate it with an example. Define marketing research as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing. 1. 2. 3. 4. 4.
Identification: involves defining the marketing research problem (or opportunity) and determining the information that is needed to address it. Collection: data must be obtained from relevant sources. Analysis: data are analyzed, interpreted, and inferences are drawn. Dissemination of information: the findings, implications, and recommendations are provided in a format that makes this information actionable. Use of information: the findings, implications, and recommendations are used as an input into decision making.
Any of the examples in the book may be expanded on and used to illustrate the components of the definition.
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2
* Explain and illustrate the classifications of marketing research. 1.
2.
Problem identification research - the goal is to identify existing or potential problems not apparent on the surface. Examples include market potential, market share, market characteristics, sales analysis, short-range forecasting, long range forecasting, and business trends research. Problem solution research - the goal is to solve specific marketing problems such as segmentation, product, pricing promotion, and distribution research.
Figure 1.2 displays this classification scheme.
Learning Objective 2 * Describe the rationale for the steps involved in the marketing research process. Emphasize the importance of these steps since the entire research project will be conducted within this framework. Each step will be discussed more fully throughout the course and this is simply an introduction to the general research process. 1. 2.
3.
4.
5. 6.
Problem definition: defining the marketing research problem to be addressed is the most important step because all other steps will be based on this definition. Developing an approach to the problem: development of a broad specification of how the problem will be addressed allows the researcher to break the problem into salient issues and manageable pieces. Research design formulation: a framework for conducting the marketing research project that specifies the procedures necessary for obtaining the required information. It details the statistical methodology needed to solve the problem and thus the data requirements needed from data collection. Field work or data collection: a field force (personal interviewing, phone, mail or electronic surveys) gathers project data. While seemingly trivial in nature, to obtain meaningful results field workers must be accurate and thorough in data collection. Data preparation and analysis: the editing, coding, transcription, verification, and analysis of data allow researchers to derive meaning from the data. Report preparation and presentation: the findings are communicated to the client. The report should address the specific research questions identified in the problem definition, describe the approach, the research design, data collection and the data analysis procedures adopted, and present the results and the major findings.
Learning Objective 3
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3
* Describe the nature of marketing research and illustrate its components with examples. Emphasize that marketing research provides the information for decision makers at each step of the marketing decision process. It is the goal of marketing research to provide relevant, accurate, reliable, valid and current information to management in order to facilitate managerial decisions. Each of these characteristics can be defined for students as: Information that is relevant addresses the problem or issue being investigated. Information that is accurate, correct and precise. Information that is reliable, and originates from competent, trustworthy sources. Information that is valid is applicable to the problem at hand. Information that is current is timely and up-to-date for both the industry and issue under consideration.
Learning Objective 4 * Discuss the considerations that guide the decision to conduct marketing research. This decision should be guided by a number of considerations, including the costs versus the benefits, the resources available to conduct the research, the resources available to implement the research findings, and management's attitude toward research. Marketing research should be undertaken when the expected value of information it generates exceeds the costs of conducting the marketing research project.
Learning Objective 5 * Describe the two types of marketing research suppliers. Categorize the two types of suppliers by their relationship to the client. Thus, they may be internal or external. Internal supplier - a marketing research department located within the firm where all the marketing research staff members are employees of the firm. Most major corporations have their own marketing research departments. External supplier - research suppliers that are not a part of the firm. The external supplier may offer the entire range of marketing services including problem definition, developing an approach, questionnaire design, sampling, data collection, data analysis, interpretation, and report preparation and presentation. Figure 1.5 shows this classification.
* List the services offered by a full service marketing research supplier. .
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1. 2. 3.
*
1. 2.
3.
4.
Syndicated services: offered by research organizations that provide information from a common database to different firms that subscribe to their services. Customized services: offer a wide variety of marketing research services customized or tailor-made to suit the specific needs of a particular client. Internet/Social media services: offer a wide variety of Internet based marketing research services that can be customized to suit the needs of a particular client.
Distinguish the full service suppliers from limited-service suppliers by listing the services offered by limited-service suppliers including. Field services: these suppliers’ primary service offering is their expertise in collecting data for research projects. Qualitative services: These suppliers provide facilities and recruit respondents for focus groups and other forms of qualitative research, such as one-on-one depth interviews. Technical and analytical services: these services include questionnaire design and pretesting, determining the best means of collecting data, sampling plans, and sophisticated data analysis using multivariate techniques. Other services: include branded products and services and analysis procedures developed to address specific types of marketing research problems. Figure 1.5 graphically depicts these services and can be used to help structure the discussion.
* Explain the criteria that should be considered when selecting an external supplier to help in conducting a marketing research project. Allow the class to discuss how a manager would assess each of these criteria. 1. 2. 3. 4. 5. 6. 7. 8. 9.
.
The firm selected should be capable of working on the project that includes the employees of the supplier, facilities for field work, and the data analysis. The firm should possess a high degree of technical competence. There should not be any personality clashes between the client and the supplier. Good communication between the client and the supplier is essential to the success of a project. The supplier should provide supervision and control of the field work and other phases of the project and offer acceptable validation procedures. The supplier should be flexible to meet the unique needs of the client and the project. The supplier should be able to complete the work on time. The supplier should have experience in order to use sound judgment when conducting certain marketing research tasks. The supplier should understand the role of research in developing marketing strategies and making marketing decisions. 5
10. 11. 12. 13. 14.
The supplier should maintain high ethical standards. The approach adopted should be influenced by the research ideology of the supplier. The supplier should have a good reputation. How much the supplier is charging for conducting the project should be a factor. A location close to the client is desirable but not necessary.
Learning Objective 6 * List the skills required for a successful career in marketing research. Begin by listing the skills, then explaining the benefit of each skill in marketing research. 1. Good understanding of marketing principles. 2. Strong background in statistics and quantitative methods. 3. Ability to use mainframe and microcomputers, Internet and social media skills. 4. Solid understanding of the behavioral sciences. 5. Effective verbal and written communication skills. 6. Creativity and common sense.
Learning Objective 7 * Describe the relationship between marketing research and MIS. Explain to the students that information obtained by marketing research and other sources such as internal record keeping and marketing intelligence becomes an integral part of the firm's marketing information system (MIS). The MIS consists of a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis. Once obtained, this information can be used in marketing research to analyze problems.
* Describe the relationship between marketing research and decision support systems (DSS). In relating MIS to DSS, portray DSS as an extension of MIS. Decision support systems (DSS) have been developed to overcome the limitations of MIS and to enable decision makers to interact directly with the databases and analysis models. Mention that marketing research contributes to both MIS and DSS by providing the marketing information. For the database it provides the research data, for the model base it develops marketing models and analytical techniques, and for the software base it develops specialized programs for analyzing marketing data. Figure 1.6 explains the development of MIS and DSS. It may be helpful here.
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Learning Objective 8 * Introduce the importance and difficulties of international marketing research. Advise students that about 40% of all marketing research is conducted in Western Europe and an additional 10% is conducted in Japan. Only 40% of worldwide marketing research expenditures are spent in the United States. International marketing research is expected to grow at a faster rate than domestic research. A major contributing factor is that many markets are approaching saturation in the United States. Hence, international markets provide the largest potential for growth. Some of the primary difficulties in conducting international marketing research include cultural differences, a population that is not as used to responding to surveys as Americans, translating surveys into various languages, and marketing research personnel that may not be well trained.
Learning Objective 9 * Discuss the use of social media as a domain to conduct marketing research. All social media share certain common characteristics that make them very relevant as a domain for conducting marketing research. Social media are marked by user-generated content that is blurring the distinction between professional and amateur content. Key social interactions develop around the user-generated content. Users are able to rate, rank, comment on, review, and respond to the new world of media, a factor that is driving the success of social media. People form online communities by combining one-to-one (e.g., e-mail and instant messaging), one-tomany (Web pages and blogs), and many-to-many (wikis) communication modes. Marketing researchers can make use of these new social networks, and the open-source social computing tools from which they are built, to extend the boundaries of our research offerings. These social communities open new avenues for understanding, explaining, influencing, and predicting the behaviors of consumers in the marketplace. Thus, they can be used in a variety of marketing research applications including segmentation, idea generation, concept testing, product development, brand launches, pricing, and integrated marketing communications. Social media are not without limitations. The objectivity among bloggers and other social media users are lower. Social media users may not be representative of the target population in many marketing research applications. Social media as a source of samples suffers from at least two biases: first from self-selection in that the respondents can self-select themselves into the sample, and second from advocacy. Yet, as long as these limitations are understood, insights from social media analysis can uncover useful information that can inform marketing decisions. A handful of marketing research firms have emerged that specialize in social media conversation mining services including Nielsen (www.nielsen.com), Cymfony (www.cymfony.com), Attensity (www.attensity.com), and BrandsEye (www.brandseye.com). .
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