Marketing Research: An Applied Orientation, 7th Edition Solution Manual

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Marketing Research:An Applied OrientationSeventh EditionNaresh K. MalhotraSolution Manual forMarketing Research:An Applied OrientationNaresh K. Malhotra

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1SAMPLE SYLLABUSGraduate Marketing Research CourseSemester:(This syllabus is designed for a one-semester course.For a quartersystem, modify this syllabus appropriately).Class Time:Instructor:Office:Phone:Email:Office Hours:CourseDescription:This is a state-of-the-art course on Marketing Research. It attempts to impart a basicunderstanding of the various marketing research techniques currently employed by some of themajor corporations as well as small and medium enterprises in the U.S. and abroad. Expositionof these techniques will be offered along two dimensions: theoretical and practical.While this is essentially a course in research methods, the problem contexts used to illustrate thevarious concepts will be managerial. The course has a strong applied and managerial orientationthat is relevant to the current marketing and management environment. In discussing the researchtechniques, the emphasis will be on applied aspects unique to the marketing data and not onmethodological elegancies.After taking this course, students should be able to: (1) demonstrate a good understanding of themarketing research concepts, and (2) apply them to address real-life marketing situations.

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2CourseRequirements:Required Text: Naresh K. Malhotra, Marketing Research: An Applied Orientation, seventhEdition, Prentice Hall, 2019.Grading:Grades will be assigned on the following basis:Project: ...............................................20.00%Case Analyses ....................................30.00%First exam...........................................20.00%Final exam..........................................20.00%Class attendance & participation ......10.00%100.0%Exam and Presentation Dates:First Project Presentation:First exam:Final exam:Final Project PresentationCold CallingStudents will be called upon to answer questions in the class. Students who feel uncomfortablecan excuse themselves but they will lose CP credit. There will also be credit for spontaneousCP. However, you should not read answers from the notes or the book while engaging in CP.

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3Self-grading of class attendance and participationEach student is required to keep a log and grade herself/himself on class attendance andparticipation. I will use this as input. However, I will determine the grade for classparticipation.Class SessionsIt shall be assumed that students have read and analyzed the assigned materials, such asthe book chapter, cases and video cases, before the class session. Each of you is expectedto contribute to class discussion. To a large extent, learning in this course will be relatedto your preparation of assigned materials and your willingness to expose your viewpointto the critical judgment of your classmates. One method that will improve yourperformance in this course is an attempt to write your thoughts, ideas, opinions, solutionspertaining to a case in addition to reading and performing a mental (non-written) analysis.I encourage you to prepare a short summary of your case analysis for each class sessionfor which a case is assigned. It will involve answering the focal questions listed at theend of a case assigned for a session.Preparing a Book Case for Class DiscussionIn preparing a case for class discussion, read the assigned chapter and (video) case verythoroughly and be prepared to discuss the questions given at the end, especially the focalquestions, as well as other important market research issues addressed in the case. Amethod that has worked for several of my students in the past involves an attempt on yourpart to write your thoughts, ideas, and solutions pertaining to a case; after reading andperforming a mental (non-written) analysis.Harvard Case AnalysesThe objective of the marketing research cases is to illustrate how the different marketingresearch methods have been or can be applied to solve real-world problems. Theemphasis will be on the appropriateness and use of the research methods and techniques,

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4rather than on the larger strategic issues. Therefore, you may find that the case discussionin this course is somewhat different than you may have experienced in other courses. Itwill be helpful to specifically answer the focal questions assigned for each case. Thesequestions are given in this syllabus.Course Content:(Indicated for each Week)All students are required to read the relevant Chapters from Malhotra and the assigned Cases andVideo Cases in preparation for each class.1.Introduction: Definition, classification and six-step framework. Problem DefinitionRead Chapters 1 and 2.Read Harvard Case: BizRate.Com (9-501-024)2.Approach to the problem, Research Design, Secondary Data AnalysisRead Chapters 2, 3 and 4.Read Harvard Case: BizRate.Com (9-501-024)Read Video Case 4.1 The Mayo ClinicCase Assignment: Harvard Case: Cola Wars Continue: Coke and Pepsi in the Twenty-FirstCentury (9-702-442) due in one week.3.Primary Data: Qualitative Research: Focus Groups, Depth Interviews, and ProjectiveTechniquesRead Chapter 5.Read Harvard Case: The Harvard Graduate Student Housing Survey (9-505-059)4.Primary Data: Survey Research and Observation MethodsRead Chapter 6.Read Harvard Case: The Harvard Graduate Student Housing Survey (9-505-059)Read Video Case 6.1 Starbucks

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5Case Assignment: Harvard Case: TiVo in 2002 (9-502-062) due in one week.5.Experimentation and Scaling Techniques. Various Experimental Designs. PrimaryType of Scales. Comparative Scales. Noncomparative ScalesRead Chapters 7, 8 and 9.Read Harvard Case: The Harvard Graduate Student Housing Survey (9-505-059)Read Video Case 9.1 eGO.6.Questionnaire, Design, Construction & PretestingRead Video Case 10.1 Dunkin’ Donuts.Case Assignment: Harvard Case: Compaq Computer: Intel Inside? (9-599-061) due in oneweek.7.Session1: First project presentation: Part A. Session 2: First Exam8.Sampling Techniques and Sample Size DeterminationRead Chapters 11 and 12.Read Video Case 12.1 SubaruCase Assignment: Harvard Case: The New Beetle (9-501-023) due in one week.9.Data Analysis: Frequency Distribution, Cross-tabulation, and Hypothesis TestingRead Chapters 14 and 15.Case Assignment: Case 3.1 AT&T due in one week. Answer ALL questions for Chapters 14and 15 given on page 790 of the textbook.10.Data Analysis: Analysis of VarianceRead Chapter 1611.Data Analysis: Correlation and RegressionRead Chapter 17

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6Case Assignment: Case 3.2 IBM due in one week. ALL questions for Chapters 16 and 17given on pages 794 and 795 of the textbook.12.Data Analysis: Discriminant and Logit AnalysisRead Chapter 18.13.Data Analysis: Factor Analysis and Cluster AnalysisRead Chapters 19 and 20Case Assignment: Case 3.3 Kimberly-Clark due in one week. ALL questions for Chapters18, 19 and 20 given on pages 802 and 803 of the textbook.14.Data Analysis: MDS, Conjoint Analysis and Structural Equation ModelingRead Chapters 21 and 22Case Assignment: Case 4.2 Wendy’s due in one week. Answer ALL questions for Chapters21 and 22 given on page 816 of the textbook.15.Session 1: Student project presentations: Part B. Session 2: Review.Project:The primary means of imparting practical marketing research skills is a real lifemarketing research project. Participation in the project is a requirement of thiscourse. The project will involve background research, problem definition,development of a pragmatic approach, and development of a questionnaire forinvestigating a marketing research problem facing a company. You are free toselect the company and the problem. However, please get your selectionapproved by me. Some examples of companies that may be selected are provided.1.American Express2.General Electric3.Harley Davidson4.Motorola5.Reebok

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76.Wal-Mart7.eGo Bikes8.National Football League9.Intel10.Nivea11.Subaru12.Mayo Clinic13.Dunkin’ Donuts14.Hasboro15.Eaton16.Nextel17.AppleThe project should be organized as follows.PART A: Deals with the background for the Industry and the company. In addition, itfocuses on a marketing research project undertaken by the company in the past. Part Aconsists of Chapters 1 to V as detailed below.Chapter IBackground about the Industrya.Industry sales for the past five years. (Give both global and USA)b.Market shares of major competitors for the past five years.(Give both global and USA)c.Growth rate of the market for the past five years. (Give both globaland USA)d.General Industry Information.e.Prepare some tables and graphsThe relevant information must be presented separately for USA and on aglobal basis.

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8Note: Complete reference must be cited for each source of information, including the relevantURLs. This information can be obtained over the Internet and by using the library onlinedatabases.Chapter IICompany Backgrounda.Background and description about the company.b.Company sales for the past five years. (Give both global and USA)c.Growth rate of the company for the past five years. (Give bothglobal and USA)d.buying habits of the consumers.e.competition.f.marketing and financial capabilities of the company.g.other relevant aspects.h.Prepare some tables and graphsThe relevant information must be presented separately for USA and on aglobal basis.Note: Complete reference must be cited for each source of information, including the relevantURLs. This information can be obtained over the Internet and by using the library onlinedatabases.Chapter IIIMarketing issues facing the company. Describe these in detail. Thesecould be opportunities or problems. You should explain the environmentalcontext of the problem, and define the management decision problem andthe marketing research problem (see Chapter 2, Malhotra).Chapter IVDescribe in detail the marketing research that was done. Give as muchdetail as possible. For example, if a survey was done, how was itadministered (personal, telephone, mail, mobile, Internet etc.), how wasthe sample selected, and what was the sample size. Describe the findingsof marketing research in detail.

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9Chapter VDescribe the marketing actions taken based on the marketing researchfindings. Give the logic/reasons for these actions. Describe the results ofthese actions. Summarize your conclusions.PART B: In this part, you are required to select a realistic marketing problem facing thecompany. (Note, this need not be an actual problem and you are NOT expected to contactanyone in the company). This marketing problem could relate to USA or any other part ofthe world. Part B consists of Chapters VI to XII as detailed below.Chapter VIProblem definition: Give a precise, technical definition of theproblem that you have selected for research. You should explain:(a) the environmental context of the problem, and define (b) themanagement decision problem and (c) the marketing researchproblem.Chapter VIIDevelop a pragmatic approach to the problem. Please identify the relevanttheory, models, research questions, hypotheses, and the informationneeded to formulate a Research Design.Chapter VIIIWhat type of research design should be adopted and why? Please identifythe different phases of the research design you recommend.Chapter IXSuppose a survey is to be conducted. Please identify and justify whichinterviewing method should be used.Chapter XDesign a suitable questionnaire for the surveyChapter XIDevelop a suitable sampling plan for the survey.Chapter XIIConclusions and recommendations. Make some tentative, practical andimplementable recommendations to the management.

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10There is no required length. This instructor emphasizes quality andnotquantity. However, theproject should be comprehensive in nature. The projectmustbe typed and submitted inelectronic (Word document) and paper (hard copy) formats. The due date for the final project is:All case analyses must be submitted in electronic (Word document) and paper (hard copy)formats.Group Work:The project as well as the cases will be done in small groups. You are free to form your owngroup. You will have an opportunity to provide me with feedback on your group's operation.A confidential peer evaluation form about contribution of each member is required to befilled in by each group member separately for the project and the cases. A copy of the formis attached at the end of the syllabus.I will assign individual grades taking this feedbackinto consideration.Harvard Case Questions:Harvard Case: BizRate.Com (Case no. 9-501-024)The objective of this case is to show the interaction and the close relationship between marketingand marketing research and to highlight the importance of correct problem definition.Focal Questions1.What is the original value proposition for consumers? What role does marketingresearch play in defining this value proposition.2.What is the original value proposition for merchants? What role does marketingresearch play in defining this value proposition.3.How does marketing research help BizRate to become a “relationship-enabler”between the consumer and the merchant/vendor?4.What is the effect of Red October on the value proposition to the consumer? Tothe merchant/vendor? To BizRate?

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115.Does Red October enhance or inhibit the consumer-vendor relationship? How?6.Describe the management decision problem facing BizRate?7.Describe the corresponding marketing research problem.Harvard Case: Cola Wars Continue: Coke and Pepsi in the Twenty-First Century(Case no. 9-702-442)The objective of this case is to show the interaction and the close relationship between marketingand marketing research and to highlight the importance of: (1) correct problem definition, (2)formulating a sound research design, and (3) making use of available secondary data.Focal Questions1.What are the weapons Coke and Pepsi have been using to fight the cola wars?2.Coca Cola would like to increase its market share in the US market that appears tohave plateaued. What is the management decision problem?3.Define a suitable marketing research problem corresponding to the managementdecision problem you have identified.4.What type of research design should be adopted in investigating the marketingresearch that you have defined?5.Identify additional sources of information related to Coca-Cola. Describe theinformation obtained from each source that you have identified.6.What type of syndicated data would be useful to Coca-Cola and for whatpurpose?Harvard Case: TiVo in 2002 (Case no. 9-502-062)The objective of this case is to show the role of marketing research in developing the marketingstrategy for a complex product and to highlight the inter-relationships between problemdefinition, research design, secondary data and qualitative research.

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12Focal Questions1.TiVo “had a surprisingly slow start” in terms of the number of subscribers. Whatis main marketing problem confronting the TiVo management (the managementdecision problem)?2.Define a suitable marketing research problem corresponding to the managementdecision problem that you have identified.3.What type of research design was adopted in the marketing research that wasconducted? Do you think that this research design was appropriate? If not, whatresearch design would you recommend?4.Identify additional sources of information related to TiVo. Describe theinformation obtained from each source that you have identified.Harvard Case: Compaq Computer: Intel Inside? (Case no. 9-599-061)The objective of this case is to show the role that marketing research plays in productdevelopment, in this case the Presario line, and to highlight the role of secondary data, qualitativeresearch, and survey research.Focal Questions1.Determine the latest market share of notebook computers by Compaq (HP) andother leading brands using secondary sources of data. Please identify the specificsources of secondary data you consult.2.What type of research design would you adopt in determining consumerpreferences for notebook computers?3.The case mentions the use of focus groups. Are focus groups the mostappropriate form of qualitative research in this situation? Why or why not?4.If a survey is to be conducted to determine consumer preferences for notebookcomputers in the United States, which survey method should be used and why?

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13Harvard Case: The Harvard Graduate Student Housing Survey(Case no. 9-505-059)The objective of this case is to show the role that marketing and survey research plays in aneducational organization, and to highlight the role of survey research and the selection of asurvey method. It also illustrates the use of scaling techniques.Focal Questions1.What type of research design was adopted for the 2001 survey? Do you think thatthis research design was appropriate? What research design would yourecommend for the 2005 Survey?2.What type of secondary data would be useful in this case? From what secondarysources can that data be obtained?3.The case mentions the use of focus groups. Are focus groups the mostappropriate form of qualitative research in this situation? Why or why not?4.The 2001 survey was a Web-based survey. Was this the most appropriate methodfor administering the survey? If not, which method would you recommend andwhy?5.Illustrate the use of nominal, ordinal, interval and ratio scales in measuringgraduate students’ preferences for various types of housing units.6.Illustrate the use of Likert, semantic differential, and Stapel scales in measuringgraduate students’ preferences for various types of housing units.Harvard Case: The New Beetle (Case no. 9-501-023)The objective of this case is to show the role that marketing and survey research plays in helpingVW of America to re-create the Beetle. It highlights the role of qualitative, survey and causalresearch in understanding consumers’ preference and response. It also illustrates the use ofscaling techniques and questionnaire design.

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14Focal Questions1.Discuss the role that qualitative research can play in helping VW of Americaunderstand how consumers select cars. Which qualitative research techniqueswould you use and why?2.If VW of America is to conduct a survey to determine consumer preferences forsmall cars, which survey method should be used? Justify your recommendation.3.Discuss the role of causal research in helping VW of America design a moreeffective TV Campaign.4.Illustrate the use of ordinal, interval and ratio scales in measuring the extent ofautomobile driving by consumers.5.Illustrate the use of Likert, semantic differential and Stapel scales in user’spreference for small cars.6.Develop a questionnaire for measuring consumer preferences for small carsNote: These cases can be purchased directly from Harvard Business Online:https://www.thecasecentre.org/students/ordering/whatsavailable/collections/harvardOther Administrative Comments:1.If, at any point during the course, you have any questions or concerns regardingany aspect of the course, please do not hesitate to contact me in person, by emailor by phone. If scheduled office hours are inconvenient to you, contact me afterthe class to arrange an alternative appointment.2.Use name cards regularly in class throughout the semester and take the same seatin every class.3.There will be some guest speakers making presentations.4.Surfing the Internet in the class or engaging in any course unrelated activities isnot allowed.5.We will organize a visit to a marketing research firm on a Friday. The exact datewill be discussed and announced in the class.

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