Marketing Research Final Exam

Marketing Research Final Exam

1.    As the first stage of a comprehensive physician-satisfaction study, a hospital wants a market researcher to interview about 20% of its 100 physicians.  There is known to be quite a bit of animosity between primary care physicians and specialty physicians, as well as between physicians with less than five years of tenure with the hospital and those with five or more years of tenure.  Recommend a qualitative analysis technique and give reasons for your selection.

2.    You have just conducted a set of focus groups for a client, and the results are positive about launching a new product.  Respondents in the focus group overwhelmingly say they will purchase the product.  The client is very excited about the results.  What words of caution would you give the client before they make this multi-million dollar decision to launch the product?  What advice would you give the client?

3.    Distinguish between quantitative and qualitative research, especially with respect to the appropriateness of each.

4.    How and why would you respond to the following statement: “Advertising and sales are almost perfectly correlated, as when more is spent on advertising, sales go up, and vice-versa.  Surely our advertising expenditures are ‘causing’ sales to rise.”

5.    You wish to complete 300 phone interviews. Using a random-digit sample, you can expect your working phone rate will be only about 60 percent.  How many calls will you likely have to make to achieve your desired interviews?

6.    Illustrate a condition in which a “SKIP PATTERN” is needed in a questionnaire.

Given the Correlation Matrix below, answer the following:

AGE    1.00
400    -.65
400    -.10
INCOME    -.65
400    1.00
400    .62
400    .62
400    1.00

Assume that respondents answered the questions with ratio scale responses

7.    How would you interpret the relationship between Education and Age?  Which relationship in the matrix is strongest?  How many pairs of responses were in this correlation analysis?

8.    When and why does sampling error occur?  If the sampling error emanates from some type of improper execution of the sampling plan what is it called?  Can it be measured?  What kind of sampling error can be measured and how can it be reduced?

9.    Compare and contrast the conclusions and recommendations portions of the research report.

10.    An advertising agency has been doing work for a client selling widgets.  The three-month campaign has produced a low correlation between advertising expenditures and sales for its client.  Hence, the client is considering firing the ad agency.  The ad agency counters that consumer sales are not a fair assessment of the effectiveness of the ad campaign after only three months.  They counter with an analysis of advertising expenditures in relation to number of requests for information about the widgets; number of distributors stocking widgets; and number of retailers requesting shipments of widgets.  The ad agency has a database with such information.  What kind of analysis would best assist the ad agency in making their case for the effectiveness of their ad campaign?  Why?


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