Saturday, 7 November 2015



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MKTG-320 Week 2 Case Study Clover Valley Dairy

MKTG-320 Market Research - Case Study: Clover Valley Dairy
You are the manager of Clover Valley Dairy, which has no market research specialist. As manager, you must evaluate the situation of the company.

Write a 3 to 5 page reply to Charles Krieger's letter concerning market testing. Your reply should include answers to the three "Questions for Discussion" and should also explore the purpose of the research, definition of the problem, and the design of the study. Evaluation of the cost/value of the research should also be included.

MKTG-320 Week 3 Eddie Bauer Case Study Solution

Case Study: Eddie Bauer The Eddie Bauer Case Study and Grading Rubric are in Doc Sharing. You have been hired by Eddie Bauer to examine how they can better employ secondary marketing data in selecting future store locations. Eddie Bauer has asked the following questions: Who are their best prospects? What are they like? Where can they find them?
Write a 3 to 5 page report addressing the following questions:
·         What demographic and geographic information should Eddie Bauer collect to select store locations?
·         What information on the competitive environment should Eddie Bauer collect?
·         Suggest methods by which Eddie Bauer can conduct marketing research to identify the shared characteristics of those customers who frequent Eddie Bauer stores versus the characteristics of customers who frequent the stores of competitors at various locations?

MKTG-320 Week 4 Midterm

Question :
(TCO 1) Which best describes a market researcher?
One who is academically trained for market research.
One who understands the marketing process as well as the subtleties of marketing problems and opportunities.
One who is well trained in statistics and can design proper sampling procedures.
One who has a strong background in communications and advertising.
Question :
(TCO 1) In a company, the marketing research department should report to:
The highest level of general management.
The top marketing officer.
Top executives in various divisions if the marketing research function is decentralized.
Any of these, depending on the needs of the organization and the location of the department(s).
Question :
(TCO 1) Which of the following are applications of Marketing Intelligence?
Market opportunity identification to build profitable businesses.
Marketing mix creation, acquisition, and retention of customers.
Planning, organization, evaluation, and control market performance.
All of the above.
Question :
(TCO 2) In general, if primary research does not have an effect on management decisions:
It is exploratory
It is unobtrusive
It is descriptive
It should not be done

Question :
(TCO 2) The most economical and fastest sources of information are generally provided by:
Secondary data
Qualitative data
None of the above

Question :
(TCO 2) Firms that work with individual clients and help them develop and implement a complete marketing research project are called providers of:
Customized services
Syndicated services
Selective services
Field services
Question :
(TCO 3) The Bayesian approach to decision-making:
Assigns probabilities to each state of nature based on relative frequency probabilities.
Uses personal probabilities reflecting the decision-maker's confidence in the truth of a specific proposition.
Is based on the principle of insufficient reason.
Assumes complete ignorance about the true state of nature.

Question :
(TCO 3) Research problems in cross-cultural contexts are due to:
Differences in socioeconomic conditions
Levels of economic development
Differences in any of the macroenvironmental factors
All of the above

Question :
(TCO 4) To find out the effect of price on sales of a particular brand, the most appropriate research design would be:
Exploratory research
Causal research
Descriptive research
Primary research
None of the above

Question :
(TCO 4) A causal approach should be used when:
There exists a knowledge of the research problem, the decision alternatives, and the relevant variables.
Only speculative hypotheses exist.
The research methods can be highly flexible.
The researcher must show that one variable determines the values of another variable.
Question :
(TCO 4) Of the following research questions, which could not be answered by exploratory research?
How does revenue vary with the size of our company's sales staff?
What do customers expect from our product?
What are the alternative means of transportation for urban commuters?
Are customers satisfied with our product?
Question :
(TCO 4) A ___________ describes a plan for conducting and controlling a research project.
Action plan
Research proposal
Critical Path Method
Research objective

Question :
(TCO 4) Which one of the following provides a standard source of recurring data?
Question :
(TCO 4) Which of the following statements about internal records is false?
Internal records provide data on marketing inputs and outputs.
The data in internal records are intended to satisfy many different information needs and may be inappropriate for marketing decisions.
The time frames in which variables such as sales are measured will always correspond to those used in external data.
Records of sales staff activity may be exaggerated.

Question :
(TCO 5) The tendency for new members of a panel to report unusual levels of purchase is the result of:
Testing effects
Selection bias
Probability sampling
Question :
(TCO 5) A large grocery product manufacturer has experienced declining sales of canned beans. You are asked to investigate whether the decline is due to the pricing of its product relative to that of the competition. What data source would you use?
A warehouse withdrawal service
An SIC index
A retail store audit
A mail diary panel

Question :
(TCO 5) Information on special displays, in-store advertising, and shelf facings can be obtained through:
A Census of Business
Surveying wholesalers
Computer scanner checkouts
A retail store audit

Question :
(TCO 5) Continuous panels are beneficial to researchers because:
The researcher can study changes in behavior.
The researcher can collect buyer characteristics and look to market segment behavior.
Not only do you have time series data, but it is not aggregated over all individuals, so a single individual (or family) can be studied.
All of the above.

Question :
(TCO 5) A researcher should keep in mind that the use of the computer-retrieval method is limited by:
The slow pace of display after the actual computer search has been done.
Inaccessibility to worldwide information services.
The fact that information is always available in published form before it is put on a computer.
Its dependence on the accuracy of an abstract or citation author.

Question :
(TCO 5) Data that has been specified, collected, and recorded by someone:other than the user are known as:
Historical data
External data
Primary data
Secondary data

Question :
(TCO 6) True measure of effectiveness of ads on the WWW is measured by:
"Click-through" rates
Number of Web cruisers seeing the ad
None of the above

Question :
(TCO 6) A(n) ___________ focus group allows the researcher to experience the emotional framework for which the product is used.

Question :
(TCO 6) The following are all examples of projective techniques except:
Picture interpretation
Direct observation
Role playing
Third-person techniques

Question :
(TCO 6) The moderator of a focus group should:
Try to keep the discussion as close to a question-answer session as possible.
Encourage natural group leaders.
Avoid demonstrating an interest in the views of each participant.
None of the above.

Question :
(TCO 6) The Thematic Appreciation Test (TAT) is:
An example of word associated technique
An example of third person technique
An example of a completion test
An example of picture interpretation

MKTG-320 Week 6 You Decide Solution

Week 6 You Decide - Vancouver Symphony Orchestra
1. What management questions you are hoping to resolve and how did the data help?
2. What decisions did you make?
3. What are the strengths and weaknesses of this market research project?
4. What trade-offs have been made?
5. Explain any sampling bias?
6. What issues would you address in future surveys and studies?

MKTG-320 Week 8 Final Exam

MKTG-320 Market Research Week 8 Final

1. (TCO 1) Explain the of three types of marketing information. (Points : 22)

2. (TCO 2) The international marketing research process is more complex than that of a domestic research process. Please explain with examples. (Points : 22)

3. (TCO 3) In determining a location for a convenience copying center, what kinds of secondary data should be available for each proposed location? (Points : 22)

4. (TCO 4) Provide examples where a product audit would be much more suitable. Provide examples where a Nielsen store audit would be more useful. (Points : 22)

5. (TCO 5) Explain the two types of consumer purchase panels. (Points : 22)

6. (TCO 6) Explain the observational method, both pros and cons. (Points : 22)

7. (TCO 7) Explain the practical problems encountered in using a sales response criterion for budgeting and evaluation purposes. (Points : 22)

8. (TCO 8) What is a disguised question and when is it normally used? (Points : 22)

9. (TCO 9) Define simple random sampling and systematic sampling, including an example of use. (Points : 22)

10. (TCO 10) Define penetration pricing. (Points : 22)

MKTG-320 Market Research - All 7 Weeks Discussions

w1 dq1 - Market Intelligence and the Organization
w1 dq2 - Marketing Research In Practice
w2 dq1 - Marketing Research Process
w2 dq2 - Research Design and Implementation
w3 dq1 - Sources of Information
w3 dq2 - Internet and Available Data
w4 dq1 - Marketing Research on the Internet
w4 dq2 - Making Surveys Work
w5 dq1 - Attitude Measurement
w5 dq2 - Questionnaire Design
w6 dq1 - Data Evaluation
w6 dq2 - Sampling Methodology
w7 dq1 - Hypothesis Testing
w7 dq2 - New Product Research

MKTG-320 Market Research - Complete Course / DevryUniversiyu / Graded A+

MKTG320 Market Research - Complete Course A+ Material

Case Studies,
Mid Term,
You Decide and Final Exam
All 7 Weeks Discussions


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