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1. Visit the Web site of The
Weather Channel (www.weather.com) Write a report about the type of information
available at this site.
2. Identify other potential
sources of information about the weather.
3. Discuss the role of
qualitative research in identifying consumer’s needs for weather-related
information. Which qualitative research techniques should be used?
4. If a survey were to be
conducted to determine consumer preferences for weather-related information,
which interviewing method would you recommend? Why?
5. Can observation methods be
used to determine consumer preferences for weather- related information? If so, which
observational methods would you use? Why?
1. What kind of research design
would you recommend for determining the effectiveness of M & M/Mars
advertising during the Super Bowl?
2. If the research design
involves a survey of households, which survey method would you recommend and
why?
3. What kind of measures and
scales will you employ in your survey?
4. Can the observation method
be used to determine the effectiveness of M & M/Mars advertising during the
Super Bowl? If so, which observation method would you recommend and why?
5. Which syndicated services
discussed in the book can provide useful information?
The director of marketing for
Chrysler is interested in knowing the psychological characteristics of the
yuppies to configure the Dodge Viper program. You have been presented with the
responses from the survey outlined above. Analyze the data according to the
following guidelines:
1. Frequency distribution:
Ensure that each variable is appropriate for analysis by running a frequency
distribution for each variable.
2. Regression: Using a stepwise
regression analysis, locate those variables that best explain the criterion
variable. Evaluate the strength of the model and assess the impact of each
variable included on the criterion variable.
3. Factor analysis: Determine
the underlying psychological factors that characterize the respondents by means
of factor analysis of all 30 independent variables. Use principle component
extraction with varimax rotation for ease of interpretation. Save the factor
scores and then regress them on the criterion variable, forcing all predictor
variables to be included in the analysis. Evaluate the strength of this model
and compare it with the initial regression. Use the factor scores to cluster
the respondents into three groups. Discuss the significance of the groups based
on the underlying factors. Repeat this cluster analysis for four groups.
4. Cluster analysis: Cluster
the respondents on the original variables into three and four clusters. Which
is a better model? Compare these cluster results with the cluster results on
the factor scores? Which is easier to interpret, and which explain the data
better.
Based on the analysis, prepare
a report to management explaining the yuppie Consumer and offering
recommendation on the design of the Dodge Viper. Your recommendations should
aid Daimler Chrysler in achieving what they seek a new image for the Viper that
is attractive to the yuppie market and that helps them outperform the
competition in the performance car market.
1. Frequency distribution: Run
a frequency distribution for each variable and show bar graphs of the first
three variables.
2. Cross – tabulations : Group
brand preference as low, medium, and high under the formula low = 1 or 2,
medium = 3 to 5, and high = 6 or 7, Group all independent variables as either,
low = 1 to 3, medium = 4, and high = 5 to 7. Run two variables cross
tabulations of preference with each independent variable. Run the following
three-variable cross-tabulations: preference with count per box, controlling
for price, preference with unisex, controlling for style, and preference with
comfort, controlling for taping. Interpret these results for management.
3. Regression: Run a regression
equation for brand preference that includes all independent variables in the
model, and describe how meaningful the model is. Interpret the results for
management.
4. One-way analysis of
variance: Group all independent variables into low, medium and high groups as
you did for cross-tabulations. Run a one-way analysis of variance on each
independent variable with brand preference. Explain the results to management.
5. Discriminate analysis: Group
brand preference into two relatively equal groups based on its distribution.
Run discriminate analysis on the grouped data and interpret the results for
management. Repeat this analysis by grouping brand preference into three
relatively equal groups.
6. Factor analysis: Determine
any underlying factors inherent in the data by running a factor analysis using
principle components extraction with varimax rotation. Print all available
statistics. Save the factor scores and regress these on brand preference.
Interpret these results for management.
7. Cluster analysis: Use a
nonhierarchical procedure to cluster the respondents, based on the independent
variables, into two, three, four, and five clusters. Also run a hierarchical
procedure to obtain five clusters using Ward’s method and creating a
dendrogram: Interpret all these results for management.
1. Should Nike switch from a
focus on celebrities to a focus on its products in its advertising? Discuss the
role of marketing research in helping Nike management make this decision. What
kind of research should be undertaken /
2. How would you describe the
buying behavior of consumers with respect to athletic footwear?
3. What is the management
decision problem facing Nike as it attempts to retain its leadership position?
4. Define the marketing
research problem facing Nike, given the management decision problem you have
identified.
5. Develop two suitable
research questions and formulate two hypotheses for each.
6. How can the Internet be used
to help Nike in conducting marketing research, and in marketing its products?
1. Describe the management
decision problem facing Lexus as it seeks to fight competition from other
luxury car manufactures such as Mercedes, BMW, and Jagur, as well as
competition from the “near luxury” autos like the Nissan Maxima and the Mazda
Millennia.
2. Formulate the marketing
research problem corresponding to the management decision problem you have
identified in (1)
3. Develop a graphical model
explaining the consumer choice process for luxury cars.
4. Identify two research
questions based on the definition of the marketing research problem and the
graphical model.
5. Develop at least one
hypothesis for each research question you have identified in (4).
6. How would you conduct an
Internet search for information on the luxury car market? Summarize the results
of your search in a report.
WE PROVIDE CASE STUDY ANSWERS, ASSIGNMENT SOLUTIONS, PROJECT REPORTS AND THESIS
ARAVIND - 09901366442 – 09902787224
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