M370 Chapter 10 In-Class Activity
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M370 Chapter 10 In-Class Activities
1. Defining Objectives and Research Needs
What factors must be considered to decide whether to conduct research?
Cost, Time, and Availability of Expertise 2. Designing the Research
The researcher must decide on the research type and type of data to use.
Exploratory
– gather preliminary info that will clarify problems and suggest hypotheses to test on larger representative samples in the future
Descriptive
– describe marketing problems, situations, or market potential
Experimental
– test hypotheses about cause-and-effect relationships, why things happen
3. Collecting the Data
Secondary Data: Collected prior to the start of the research project; External as well as internal data sources; Already exists
Primary Data: Data that you have to collect; Collected to address specific research needs Examples: focus groups, in-depth interviews, surveys Sample: Choose a group of customers who
represent the customers of interest and generalize their opinions to the market segment
Quantitative Measures: Surveys Good for broad insights
Qualitative Measures: Focus groups, in-depth interviews Good for helping clarify research problem Unstructured Good for in-depth analysis
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4. Analyzing the Data and Developing Insights
Survey Research in Action A gas station located near an exit along a major interstate recently conducted some customer satisfaction surveys to measure customers’ evaluations of the station on several features:
1. Speed with which customers can fill their gas tank
2. Cleanliness of the restrooms
3. The selection of foods and snacks inside the station’s store
4. Friendliness of the employees
5. The quality of the car wash
All service features were measured of a 7-point scale; where 1 = very poor, and 7 = very good. Below are the results:
Customer Evaluations of Gas Station Service Features
(1 = very poor; 7 = very good)
5.1
5.2
5
2.2
1.9
0
1
2
3
4
5
6
Gas Filling
Speed
Restroom
Cleanliness
Snack
Selection
Friendly
Employees
Car Wash
Quality
What do you recommend? What managerial decisions would you make based on these results?
-
Keep cleaning the restrooms
-
Tell employees to be friendlier
-
Make sure pumps are newer and speed is good
What else do you need to know?
-
Availability of a pump
-
Competitiveness of pricing -
Proximity of competitors
2
Survey Research in Action Continued
Customers were also asked to rate the importance
of each service feature.
On the screen are the complete results.
Now what do you recommend? What managerial decisions would you make now?
-
Focus on the bathrooms
How should results be presented?
-
With context
Ethics in Research Reporting
How ethical is the claim in the advertisement presented?
-
It isn’t fully ethical, but isn’t unethical 5. Developing and Implementing an Action Plan
What is the difference between an Executive Summary and an Introduction?
-
An executive provides insights and recommendations (less than 1 page)
-
An introduction is a brief overview of what the report is about
Secondary Data
Marketing Research Industry – Secondary Data Providers
A. Go to greenbook.org
. Do a search for marketing research companies in Chicago from the “Firms” tab using “By Location” field. How many are there? Pick one and provide a brief description of their services.
There are 85 in the Chicago area. Proactive worldwide: We examine competitors, suppliers, customers, regulatory issues, and more—through advanced competitive, market, and customer intelligence—to deliver a more complete picture of the decision-making environment with a far-reaching perspective that uncovers hidden opportunities and key threats.
B. Then go to quirks.com
. First provide a brief description of what you can find from one of the menus along the top, investigate it more deeply and describe briefly what you discover.
WebMD: Medscape is the leading source of clinical news, health information and point-
of-care tools for health care professionals in the U.S. and globally. Medscape offers health care professionals the most robust and integrated medical information and educational tools. On an annual basis our U.S. visitor count exceeds 730,000 active U.S. physicians and 1.9 million health
care professionals. In EU4, our count of active physicians exceeds 500,000. Our sample includes physician specialists and primary care physicians, pharmacists, nurses, NPPA’s, hospital administrators, lab technicians and many other types of health care professionals.
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Related Questions
Select a research article that involves a statistical study and write a review of the paper by answering the following questions:
I. Is this study descriptive or inferential ? Explain your answer.
ii. What are the variables used in the study ? In your opinion, what level of measurement was used to obtain the data from the variables ?
iii. Does the article define the population ? If so, how is it defined ? If not, how could it be defined ?
iv. Does the article state the sample size and how the sample was obtained? If so, state the size of the sample and explain how it was selected. If not, suggest a way it could have been obtained.
v. Explain in your own words what procedure (survey, comparison of groups, etc) might have been used to determine the study's conclusions.
vi. Do you agree or disagree with the conclusions ? State your reasons.
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Cite an instances that will prove that experimental is accurate, and reliable research methodology
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research topic : The effect of digital advertising on the marketing of products and services at General Employees Cooperative Credit Union, in St Vincent and the Grenadines. Can you help me write a research proposal with the following parts below?
AbstractIntroduction Introduction to the research study Background to the study Background of the company being researched History of the research problem Statement of Problem Research Questions Research Hypothesis Rationale and Purpose of Research Aims of the Research Study Objectives of the Research Study Significance of Research Conclusion/ SummaryThe Theoretical Framework Literature Review Research Methodology
Introduction Research Design Setting and Participants Data sources Data sources Data Instruments Data Collection Techniques Sampling techniques Analysis and interpretation Ethical considerations – List and explain 5 Conclusion BenefitsLimitations of the Research StudyResearch Results (Proposed) Recommendations (Proposed) Conclusion
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14
Which of the following is a type of research that is defined as studies conducted on products/services and production processes for specific applications and commercial purposes, resulting in the acquisition of new information?
a)
private field research
B)
accounting research
NS)
applied research
D)
Marketing research
TO)
general research
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1) A type of Informal or Preliminary Research Techniques:
A. Content analysis
B. Key contacts
C. Survey research
D. Experimental research
2) Personal events include:
A. Leisure
B. Sports
C. Anniversaries
D. Recreation
3) Which one of the following is part of the Crisis Lifecycle?
A. Stimulation
B. Reputation
C. Detection
D. Segmentation
4) PEST technique of analyzing the environment cover four categories, all of the following are part of it except:
A. Political
B. Social
C. Technological
D. Ecological
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J6
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Differentiate Qualitative and Quantitative Research on the basis of following parameters:
1.Purpose
2.Data collection sources
3.Sampling Technique
4.Sample Size
5.Generalizability
6.Research approach
7.Question Format
8.Data Format
9.Analysis
10.Instrument
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4- What specific steps are involved in formulating a research problem, and how do you raise
questions and formulate objectives? Give Examples
Answer
5- What is the definition of literature review, and what are its general functions and specific
functions?
Answer
6- Write 4 important types of research for Engineering and Information Technology.
Answer
7- Consider reviewing research abstracts from multiple studies conducted by your classmate.
Describe the criteria you'd employ to evaluate these abstracts.
Answer
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5
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Which of the following is used to gather preliminary information?
Question 2 options:
A)
Causal Research
B)
General Research
C)
Exploratory Research
D)
Descriptive Research
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Chapter 3: Research Methodology
(Provide a formal introduction)
Type of Research Design
Research Instrument and Data Collection
Sample Selection
Data Analysis
Ethics for Research
Conclusion
Please use information above to complete for Examining the Influence of Diversity and Inclusion Initiatives on Employee Motivation in the hospitality industry
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13.
14.
Why should an organization do market research?
What are the steps in market research?
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1. Differentiate between research methodology and research method with practical example
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a)What is Brief Research Report. Briefly explain the stages that could be probably included in a brief research report.
b) What is Plagiarism? Elaborate on ways to avoid Plagiarism.
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Q5. Secondary data consist of
A) information collected for the specific purpose at hand
B) data that does not age
C) information that already exists somewhere, having been collected for another purpose
D) information collected from conducting personal, in-depth interviews
E) data that is unreliable and unsuitable for the purpose of making marketing decisions
F) all.
ANSWER:
Explanation:
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please solve
What are the important parts (sections) in a Research Proposal? Write down Problem Statement and Research Methodology sections of a Research Proposal with an example from your area of interest.
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Propose Methodology as regard to this topic
An investigation on the involvement of parents in their children's education and performance at XYZ Primary School in Jamaica
Type of research design
Ethical considerations and justification of its appropriateness to the area of study
Research instrument (e.g. questionnaire, interview schedule) § Sample selection
Data collection
Proposed analysis of data and choice of statistical tests
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Describe an example of the word research being used inappropriately. Be clear about how your example deviates from the definition of research offered in the chapter.
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Sales analysis research is a type of problem solving research.
1) true
2) false
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Use practical examples to distinguish between an experimental research and quasi-experimental research.
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Consider the following scenario shown below. Discuss how the researcher should proceed; that is,determine the following, giving reasons:a) Type of research question (exploratory, descriptive, or causal)b) Type of research approachc) The time horizon for the studyd) Sampling techniqueScenarioA specific department within an organization has a high turnover rate; this department has a shorteraverage tenure than other departments in the company. Skilled workers are leaving the firm. Mr.Ahmed (CEO) has no idea what is going on and wants to know more about what is happening.
(200 words only)
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24.Among the decisions relating to a product that a company must make are the following:
O a. Segmentation, positioning and strategy
O b. Advertising, sales promotion and personal selling
Oc Environmental decisions
Od. Branding, labeling and packaging
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QUESTION In detail, give a description of the principle roles played by the following ‘sections’ in a ‘research proposal’ in academic research: i. Research ethical considerations j. The research methodology of the study
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5
Which of these is a function of a hypothesis?
Multiple Choice
O
O
о
O
Suggests the research design.
Helps determine appropriate test for significance.
Provides the framework for conclusions.
All of these choices are correct.
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Qualitative research is a type of study carried out with a qualitative approach to understand the exploratory reasons and to assay how and why a specific program or phenomenon operates in the way it is working. A researcher can access numerous qualitative data collection methods that they feel are relevant.
a) Propose the appropriate data collection methods.
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a. Differentiate between research methodology and research method with example.
b. Explain three types of experimental research design
c. Explain the following terms i. Multi-phase sampling ii. Multi-stage sampling iii.Sampling frame
d. What is effect size in statistics
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Which one of the following types of research would be chosen if a company needs to conduct problem-identification research?
Select one:
a.Segmentation research
b.Product research
c.Pricing research
d.Image research
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Differentiate between Experimental and Ex post facto and Explain where each type may be a preferred option and include relevant examples in each case
Evaluation of the appropriateness of information sources is one of the most important aspect of ensuring reliable research findings. Discuss the factors that should be considered while evaluating information sources
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- Differentiate Qualitative and Quantitative Research on the basis of following parameters: 1.Purpose 2.Data collection sources 3.Sampling Technique 4.Sample Size 5.Generalizability 6.Research approach 7.Question Format 8.Data Format 9.Analysis 10.Instrumentarrow_forward4- What specific steps are involved in formulating a research problem, and how do you raise questions and formulate objectives? Give Examples Answer 5- What is the definition of literature review, and what are its general functions and specific functions? Answer 6- Write 4 important types of research for Engineering and Information Technology. Answer 7- Consider reviewing research abstracts from multiple studies conducted by your classmate. Describe the criteria you'd employ to evaluate these abstracts. Answerarrow_forward5arrow_forward
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