Basic marketing research 4th edition malhotra pdf

Thus, both exploratory and descriptive research relate to all the four components of the marketing research problem. Secondary data pertaining to viewership of American Idol obtained from the Internet and popular press would be helpful.

Syndicated data on lifestyles e. Secondary data will help in gaining a better understanding of the environmental context of the problem, developing an approach, determining what primary data to collect, and in interpreting the findings obtained from primary data more insightfully. Qualitative research in the form of focus groups and picture response technique would be helpful in identifying the underlying motivations and reasons as to why people watch American Idol.

The telephone survey is the most appropriate survey method in this case as the survey is expected to be short and simple. The telephone method offers good sample control, good. No physical stimuli will be used. Since the basic questions to be addressed, i. An experiment could be conducted to determine the impact of alternative American Idol show formats on audience size and response. Ordinal scales can be used to obtain overall preferences for various TV shows by obtaining a preference ranking.

Interval scales, specifically Likert type of scales, can be used to obtain audience evaluations of American Idol and other TV programs on attributes such as entertainment value, educational value, etc. Ratio scales can be used to determine the time spent watching American Idol and other TV programs.

The analysis is carried out in terms of who, what, when, and where. Who: You, the respondent is reasonably clear. What: Favorite American Idol, is reasonably clear. When: It is not clear. This year, last year, or since the show began?

Where: In America, is reasonably clear. Revised wording: Who is your favorite American Idol since the show started airing? The following information was obtained from www. The sample is designed to be a simple random sample of households. Unlike published directories, CARAVANs national probability telephone sample includes both unlisted numbers and numbers issued after publication of the directories. It is updated twice a year. Each telephone number is transferred to a separate call record.

The record shows the computer-generated telephone number to be called, as well as the county, state, MSA if applicable , band, and time zone into which the telephone number falls. Our computerized interviewing system CATI uses this information to keep track of regional quotas.

The CATI interviewing program also keeps track of the disposition categories for each call attempt. Yes, the sample size of 1, is appropriate. Some of the challenges would be : 1 getting the respondents to cooperate, and 2 training, supervision, and evaluation of telephone interviewers. The findings of Marcello and Litzenberger could be checked against the findings available from secondary data to assess their accuracy.

The proposed study will help the management at Fox News to formulate marketing strategies to increase the size of the audience for American Idol, as enhance the loyalty of the fans. To evaluate the project, the following key questions should be asked.

Could this project have been conducted more effectively or efficiently? This question, of course, raises several more specific questions. Could the problem have been defined differently so as to enhance the value of the project to the client or reduce the costs? Could a different approach have yielded better results? Was the research design the best? How about the mode of data collection? Should mall intercepts have been used instead of telephone interviews?

Was the sampling plan the most appropriate? Were the sources of possible design error correctly anticipated and kept under control, at least in a qualitative sense? If not, what changes could have been made? How could the selection, training, and supervision of field-workers be altered to improve data collection? Was the data analysis. Were the conclusions and recommendations appropriate and useful to the client?

Was the report adequately written and presented? Was the project completed within the time and budget allocated? If not, what went wrong? Open navigation menu. Close suggestions Search Search. User Settings. Skip carousel. Carousel Previous. Carousel Next. What is Scribd? Explore Ebooks. Bestsellers Editors' Picks All Ebooks. Explore Audiobooks. Bestsellers Editors' Picks All audiobooks. Explore Magazines. Editors' Picks All magazines.

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Report this Document. Description: MR file. Flag for inappropriate content. Download now. For Later. Related titles. Carousel Previous Carousel Next. Jump to Page. Search inside document. Case 2. Critical Thinking Questions 1. They put these results in context with a concrete example as follows: So if only 10 per cent of our sample reported voting for American Idol contestants, we would be able to say with 95 per cent confidence that the actual percentage of the adult population who voted was somewhere between 7 and 13 per cent?

Chapter 2 What is the demographic profile of the American Idol audience? What is the psychographic profile of the American Idol audience? What are general TV viewing habits of American Idol audience?

Chapters 4 and 5 Chapter 6 Chapter 7 The telephone method offers good sample control, good Copyright Pearson Education, Inc. Chapter 8 Chapters 9 and 10 Chapter 11 Chapter 12 Chapter 13 Chapter 14 See our Privacy Policy and User Agreement for details. Published on May 31,. File Name: basic marketing research 4th edition pdf download. Basic Marketing Research 4th Edition. Malhotra Pages: Binding: Hardcover Brand: ISBN: Description Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to.

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