## what are the basic steps in the advertising research process?

what are the basic steps in the advertising research process?

## Explain how family decision making may differ from the individual

Explain how family decision making may differ from the individual
decision making process. What types of conflicts have you seen during the family decision making process, and what strategies have you seen or used to try to get your way? Please provide an example.

## 1. Why is it important to also collect secondary research if you have employed primary research?

1. Why is it important to also collect secondary research if you have employed primary research?
2. You have likely noticed that many stores are adding surveys to the receipts in an attempt to collect research. Do you complete these? Why or why not? What are the drawbacks to using this method? What other methods would you suggest your favorite stores employ?

3. If you were a marketing manager for Starbucks and you wanted to introduce a new drink to the menu, what type of research would you employ to get a better idea of what may be successful?

## Explain the notions of mathematical differences

Explain the notions of mathematical differences, managerially important
differences, and statistical significance. Can results be statistically significant and yet lack managerial importance. Explain your
Describe the steps in the procedure for testing hypotheses. Discuss the difference between a null hypothesis and an alternative hypothesis.
What purpose does a scatter diagram serve?

## 1. The question of data interpretation is not fully resolved

1. The question of data interpretation is not fully resolved
in business today. Someone must still look at the data and decide what they really mean. Often this is done by the people in marketing research. Defend the proposition that persons in engineering, finance, and production should interpret all marketing research data when the survey results affect their operations. What are the arguments against this position?
2. Describe the potential problem of collinearity and multiple regression. How might a researcher test for collinearity? If collinearity is a problem, what should the researcher do?
3. What are the roles of the research report? Give examples.
4. Why should research reports contain executive summaries? What should be contained in an executive summary?

## Consider the news industry. Identify the competitors

Consider the news industry. Identify the competitors to CNN and
organize them in terms of their intensity of competition.

2. Why were some brands (like Gatorade) were able to fight off competitors in high growth markets and others were not?

## Compare the international division structure and the regional

Compare the international division structure and the regional
division structure. What would make a company move from an international division structure to a regional division structure? Provide an example.

-What are some of the formal and informal controls used to ensure that international marketing operations are in line with company goals and objectives.

-What are some of the factors that influence organizational design? Describe how each factor influences the design.

## discuss the basic strategic and tactical decisions direct marketers face?

discuss the basic strategic and tactical decisions direct marketers face?

## How do the product-dominant and service-dominant approaches to marketing

How do the product-dominant and service-dominant approaches to marketing

## How do the product-dominant and service-dominant approaches to marketing

How do the product-dominant and service-dominant approaches to marketing
differ? What are the four types of consumer offerings? How do they differ from one another?