TEST 2
BU422-A: MARKETING RESEARCH
November 26, 2021
Professor: Dr. Marzena Cedzynski
Duration: 2 hours 45 minutes
Please provide the answer to all six questions below by relying on our class discussions, my
PPT presentations, and assigned articles (where applicable).
PART I
Q1. Surveys are invaluable research tools for marketers to guide their decision making process
and a third of all articles published in high-impact marketing journals rely on survey methods.
Still, the utility of surveys as information sources can be greatly compromised by flawed designs
and poor administration of survey instruments, among other sources of error.
Q1a) Discuss the issues or quality requirement challenges in survey research tackled by marketing
researchers with varying degrees of success, which in some cases might mean that research
findings are highly questionable, or even meaningless and invalid. [worth 10 points out of a total
possible score of 66 points]
Your answer to Q1a should not exceed one half of a single-spaced page, whether you use a
paragraph or point style of writing.
Q1b) Elaborate as to how the latest trend in survey methods helps to overcome the challenges
associated with traditional survey methods, but, at the same time, can make the interpretation of
the research findings even more challenging. Can you think of any examples of negative and
positive outcomes associated with reliance on a disruptive technology in survey methods? [worth
10 points out of a total possible score of 66 points]
Your answer to Q1b should not exceed one half of a single-spaced page, whether you use a
paragraph or point style of writing.
Q2. The 7th step of the marketing research process calls for data collection forms to be designed
in such a way as to ensure the quality and the purpose of the data to be gathered. Apply the best
practices (including “Dos” and “Don’ts,” that market researchers have to take into account when
designing the questionnaire) to the research questions below. In other words, point to the
problem(s) with each of the questions and suggest necessary improvements. [worth 6 points out of
a total possible score of 66 points]
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The following questions are extracted (with minor modification) from the Rogers survey I
completed recently.
Q2a) Please think about your recent interaction when you had a technician visit your home for the
following questions. When you think of the technician, please think specifically about the last
technician you dealt with during this interaction. Later in the survey you will be able to tell us
about how you feel about Rogers overall (such as previous Rogers representatives, services, etc.)
Q2a-1) All of my services, new and old, are working to my satisfaction (Yes/No)?
Q2a-2) The Rogers technician understood what I was trying to do (Yes/No)?
S2b) Rate your level of agreement with the statement that the Rogers technician took ownership
to answer my questions or help resolve my issues (5-point scale).
PART II
Picture yourself as a consultant for the upscale L’Expérience Restaurant. Jeff, the manager of this
establishment, has commissioned you to write a final report to clarify some of the research findings
already delivered to him by a research firm that was responsible for the original research design
and data collection. Because a thorough data analysis of the original findings is expected to take
some time to develop and present in your final report, Jeff has asked you to conduct some
preliminary analysis. To this end, please answer the following questions.
Q3) Jeff has already been briefed on the basic findings of the research and he seems to be a little
disappointed with the percentage of respondents willing to patronize his L’Expérience Restaurant.
You hate to break it to him, but the percentage of respondents attracted to his value proposition
may be even lower in the overall population.
Q3a) With reference to the SPSS output below, inform Jeff how low the percentage of respondents
who indicated being “Very Likely” to patronize his restaurant could possibly get in the population
of interest when you minimize the chance of overestimating the true population parameter. Explain
your logic and results. [worth 5 points out of a total possible score of 66 points]
Very Likely to patronize this new upscale restaurant
Cumulative
Frequency
Valid
Missing
Total
Percent
Valid Percent
Percent
No
285
71.3
72.5
72.5
Yes
108
27.0
27.5
100.0
Total
393
98.3
100.0
7
1.8
400
100.0
System
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Q3b) You are going to recommend a survey of randomly selected respondents, which will ask
about their willingness to patronize (i.e., Yes/No answer) the Restaurant following a short
description of the establishment. What sample size should be used in this study in order to achieve
an accuracy level of ± 2.5% at a 90% level of confidence? Explain your logic and results. [worth
5 points out of a total possible score of 66 points]
Q4) Relying on his experience, Jeff believes that a significant number of customers attracted to
upscale restaurants find elegant décor highly desirable. Consequently, he hypothesizes that the
average response to the question measuring customer preference for “elegant décor” would be 4
out of 5 in the population of interest. Do the research findings (presented in the SPSS output on
next page) support or refute Jeff’s hypothesis? Interpret your findings. [worth 5 points out of a
total possible score of 66 points]
Q5) Jeff wonders whether there is an association between income earned (captured by the variable
with three categories: high-income earners, moderate-income earners, and low-income earners)
and desire for convenience (captured by a new categorical variable, which measures the preference
(Yes/No) for a new upscale restaurant to be located within a 30-minute drive). Please refer to the
right SPSS output in Appendix A and help Jeff understand if the association is significant. Explain
your findings. [worth 5 points out of a total possible score of 66 points]
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Q6) Your final challenge in data analysis involves developing a predictive model for L’Expérience
Restaurant which is expected to help Jeff understand the complex relationships among the
variables in your dataset.
Q6a) Determine which of the independent variables listed in the table below you would enter in a
single step (using the Enter Method) into the multiple regression equation in which the predictor
variable measures a respondent's willingness to patronize L’Expérience Restaurant. [worth 5
points out of a total possible score of 66 points]
Q6b) Interpret the findings of the multiple regression analysis provided in Appendix B. Do you
suspect any collinearity problems? Refer to Appendix B to find some additional SPSS output to
help you detect any evidence in relation to multicollinearity concerns. [worth 10 points out of a
total possible score of 66 points]
Q6c) Do you think that the sample size of 400 would mitigate any potential multicollinearity
problem? Explain. [worth 5 points out of a total possible score of 66 points]
Good Luck!
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Appendix A (Q5)
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Appendix B (Q6b)
Model Summary
Model
R
R Square
Adjusted R
Std. Error of the
Square
Estimate
1
.838a
.702
.702
.565
2
.852b
.725
.724
.543
3
.855c
.731
.729
.538
a. Predictors: (Constant), What would you expect an average evening
meal entree item alone to be priced?
b. Predictors: (Constant), What would you expect an average evening
meal entree item alone to be priced?, Prefer Formal Waitstaff Wearing
Tuxedos
c. Predictors: (Constant), What would you expect an average evening
meal entree item alone to be priced?, Prefer Formal Waitstaff Wearing
Tuxedos, AGE
ANOVAa
Model
1
2
Sum of Squares
Mean Square
Regression
254.574
1
254.574
Residual
107.838
338
.319
Total
362.412
339
Regression
262.880
2
131.440
99.531
337
.295
Total
362.412
339
Regression
265.085
3
88.362
97.327
336
.290
362.412
339
Residual
3
df
Residual
Total
F
Sig.
797.917
.000b
445.038
.000c
305.049
.000d
a. Dependent Variable: How likely would it be for you to patronize this restaurant (new upscale
restaurant)?
b. Predictors: (Constant), What would you expect an average evening meal entree item alone to
be priced?
c. Predictors: (Constant), What would you expect an average evening meal entree item alone to
be priced?, Prefer Formal Waitstaff Wearing Tuxedos
d. Predictors: (Constant), What would you expect an average evening meal entree item alone to
be priced?, Prefer Formal Waitstaff Wearing Tuxedos, AGE
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Please create a Word document including your answers to the three examination questions and
upload it to the “TEST 2_Answers” under the “Dropbox” tab by Friday, Nov. 26 at 2:15 pm.
The document should be titled “Test 2_your name”.
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