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Marketing Research & Advertising
Q1. Visit the Web site of The Weather
Channel (www.weather.com) Write a report about the type of information
available at this site.
Q2. Identify other potential
sources of information about the weather.
Q3. Discuss the role of
qualitative research in identifying consumer’s needs for weather-related information.
Which qualitative research techniques should be used?
Q4. If a survey were to be
conducted to determine consumer preferences for weather-related
information, which interviewing method would you recommend? Why?
Q5. Can observation methods be
used to determine consumer preferences for weather-
related information? If so, which observational methods would you use?
Why?
Q6. What kind of research design
would you recommend for determining the effectiveness of M & M/Mars
advertising during the Super Bowl?
Q7. If the research design
involves a survey of households, which survey method would you recommend
and why?
Q8. What kind of measures and
scales will you employ in your survey?
Q9. 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?
Q10. 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.
Q1. 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
Q2. How would you describe the
buying behavior of consumers with respect to athletic footwear?
Q3. What is the management
decision problem facing Nike as it attempts to retain its leadership position?
Q4. Define the marketing research
problem facing Nike, given the management decision problem you have identified.
Q6. Develop two suitable research
questions and formulate two hypotheses for each.
Q7. How can the Internet be used
to help Nike in conducting marketing research, and in marketing its products?
Q8. 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.
Q9. Formulate the marketing
research problem corresponding to the management decision problem you have
identified in (8)
Q10. Develop a graphical model
explaining the consumer choice process for luxury cars.
Q11. Identify two research
questions based on the definition of the marketing research problem and the
graphical model.
Q12. Develop at least one
hypothesis for each research question you have identified in (1
Q13. How would you conduct an Internet
search for information on the luxury car market? Summarize the results of your
search in a report.
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