The following scenarios present a set of ethical dilemmas that

The following scenarios present a set of ethical dilemmas that might arise in marketing research. Your assignment is to decide what action to take in each instance. You should be prepared to justify your decision. Bear in mind that there are no uniquely right answers: Reasonable people may choose different courses of action. 1. You […]

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John Simpson, the head of Simpson Research, was attempting to

John Simpson, the head of Simpson Research, was attempting to design a marketing research study that would address the research questions posed by Jim Andrews, the president of Smith’s Clothing, during their morning meeting. The research questions seemed rather well defined: 1. Which women’s clothing stores compete with Smith’s? 2. What is the image of […]

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1. What have you learned about the potential market for

1. What have you learned about the potential market for soup in glass jars? 2. What else would you like to know? 3. How else would you assess people’s attitudes toward this concept? For several years, the management of National Kitchens, a diversified packaged-foods manufacturer, had been watching the rapid growth in sales of microwave […]

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The following scenarios are similar to those you saw in

The following scenarios are similar to those you saw in Chapter 1, but bear directly on the rights of respondents in a research study. As before, your assignment is to decide what action to take in each instance. Be prepared to justify your decision. 1. Your company is supervising a study of restaurants conducted for […]

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1. Specify how the respondents should be approached in the

1. Specify how the respondents should be approached in the store. 2. Write out the exact introductory remarks that you would use. 3. Should the interview be in the store, or should the questionnaire be self-administered at home and mailed in, or should some other strategy be employed? 4. If a self-administered questionnaire is used, […]

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1. Will the proposed questionnaire and research design achieve the

1. Will the proposed questionnaire and research design achieve the research objectives? 2. What alternative questions could be used to assess attitudes and intentions-to-buy? Which approach would yield the most valid responses? Wine Horizons was a medium-sized New York State winery that emphasized sparkling wines. The company was not known to the public as a […]

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1. Would you recommend that Roland accept the YKG Group

1. Would you recommend that Roland accept the YKG Group proposal? 2. If yes, what conclusions can be drawn from the data in Phase 3 of the research? 3. If the proposal is not accepted, what alternative designs should be considered? Roland Development was a leading builder of homes in the western United States. Its […]

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A. Awareness and Usage of Competitive Telecommunications Equipment1. What departments

A. Awareness and Usage of Competitive Telecommunications Equipment 1. What departments presently use non-Bell voice communications equipment (paging, intercom, message recording, etc.)? What were the main considerations in selecting this equipment? 2. What departments use non-Bell data terminals (CRTs)? What are the major functions/activities that this equipment is used for? What were the main considerations […]

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Judy Ryerson, the head of the windmill power section of

Judy Ryerson, the head of the windmill power section of the U.S. Department of Energy, was considering what types of qualitative marketing research would be useful to address a host of research questions. The U.S. Department of Energy was formed to deal with the national energy problem. One of its goals was to encourage the […]

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In late May of 1996, the research manager for Kerry

In late May of 1996, the research manager for Kerry Gold Products met with the product manager for margarine to review the company’s first experience with Nielsen scanner data. A year-long test in a single chain organization, which began in April 1995, had been completed recently. The first purpose of their review was to interpret […]

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