Exercises from the Book: Basic Marketing Research, 4th Ed. by Naresh K. Malhotra
1) Visit the Web sites of two marketing research firms conducting surveys. Analyze one survey from each firm to critically evaluate the primary type of scales being used. Provide citations and detailed critique.
2)Develop a multi-item scale to measure students’ attitudes toward internationalization of the management curriculum. How would you assess the reliability and validity of this scale? Do some literature search in marketing journals to see how this construct has been measured previously. Provide citations and detailed justification for your solution.
3)A new graduate hired by the marketing research department of a major telephone company is asked to prepare a questionnaire to determine household preferences for telephone calling cards. The questionnaire is to be administered in mall-intercept interviews. Using the principles of questionnaire design, critically evaluate this questionnaire.
4)Define the appropriate target population and the sampling frame in each of the following situations:
a. The manufacturer of a new cereal brand wants to conduct in-home product usage tests in Chicago.
b. A national chain store wants to determine the shopping behavior of customers who have its store charge card.
c. A local TV station wants to determine households’ viewing habits and programming preferences.
d. The local chapter of the American Marketing Association wants to test the effectiveness of its new-member drive in Atlanta.
5)Shown below is part of a questionnaire used to determine consumer preferences for digital cameras. Set up a coding scheme for the following three questions (Q9, Q10, and Q11). Note that the first eight questions are not included.
9. Please rate the importance of the following features you would consider when shopping for a new digitalcamera.
10. If you were to buy a new digital camera, which of the following outlets would you visit? Please check as many as apply.
a. __________ Drugstore
b. __________ Camera store
c. __________ Discount/mass merchandiser
d. __________ Consumer electronics store
e. __________ Internet stores/shopping sites
f. __________ Other
11. Where do you get most of your photo processing
done? Please check only one option.
a. __________ Drugstore
b. __________ Mini labs
c. __________ Camera stores
d. __________ Discount/mass merchandiser
e. __________ Consumer electronics store
f. __________ Mail order/Internet
g. __________ Kiosk/other
