Churchill G. Brown T. Suter T. 2010 Basic Marketing Research

Churchill G Brown T Suter T 2010basic Marketing Research7

Answer all of the questions completely and thoroughly using the information you learned in the module and outside research as support for your answers. Cite any and all references and sources you utilized. Each answer should be at least one to two substantial paragraphs in length.

Prepare a one-page research report of the resources available at Allied American University that can be used to enhance written communication skills. Assume that your report will be furnished to incoming first-year students as part of their orientation materials.

Evaluate the following excerpts from a report prepared by Liska and Leigh Consulting Firm for a home-building center. What questions and criticisms could be raised regarding the market profile descriptions for the DIY and custom bathroom design segments?

Discuss the difference between conclusions and recommendations in research reports. Describe the information that should be contained in the executive summary and discuss why this is the most important part of the research paper.

Analyze the statement made by a researcher presenting data to grocery store managers: “The data from the judgment sample of 10 grocery stores were analyzed and the results show that the 95% confidence interval for average annual sales in the population of grocery stores is $1,000,000 +/- $150,000.” (a) What is wrong with this statement from the audience’s perspective? (b) Rewrite the statement to include all relevant information correctly.

Investigate the availability of graphics software at Allied American University. Prepare a detailed report outlining the packages available, including their capabilities, access points, contact persons, skills and training requirements, fees or access requirements, and any other important information useful for students seeking these resources.

Paper For Above instruction

The importance of effective communication skills in marketing and academia cannot be overstated, as they are essential for conveying complex ideas clearly and convincingly. At Allied American University, various resources are available to students aiming to enhance their written communication abilities. These resources encompass writing labs, tutorial services, workshops, and digital tools designed to improve clarity, coherence, and professionalism in writing. For example, the university's Academic Resource Center offers specialized seminars focused on academic and business writing, personalized tutoring sessions, and access to software that supports grammar and style improvement. Additionally, campus writing centers provide peer review opportunities, helping students develop critical editing skills. Utilizing these resources can significantly boost students’ capability to produce polished, persuasive, and well-structured written work, preparing them for academic success and professional communication.

In evaluating the report excerpts concerning the bathroom design market segments, several questions and criticisms arise. The demographic descriptions appear somewhat superficial and lacking in specificity. For instance, the statement that DIY customers are predominantly male with incomes over $20,000 is broad, but the reported standard deviation of 86 for income is nonsensical since income data is typically measured in thousands or dollars, and such a small deviation indicates a probable error or misreporting. Furthermore, the use of median income ($29,100) alongside a mean of $29,100 and a standard deviation of 86 raises questions about the consistency and accuracy of the data. Regarding the bathroom design segment, stating that the median income is $59,000 with a standard deviation of 73 again appears inconsistent or incorrectly reported. More detailed segmentation, including geographic, psychographic, and behavioral data, would provide a more comprehensive profile. Additionally, the claim that wives are the prime decision-makers needs supporting evidence; otherwise, it may be an oversimplification that overlooks other influential household members or factors.

Understanding the distinction between conclusions and recommendations is crucial in research reporting. Conclusions synthesize the key findings derived from data analysis, summarizing what the data indicates about the research questions without suggesting specific actions. In contrast, recommendations propose actionable steps or strategies based on those findings, guiding decision-makers toward practical implementation. The executive summary, often the first section of a report, should distill the main objectives, methods, key findings, and implications succinctly. It serves as a critical overview for busy stakeholders, offering an at-a-glance understanding of the report’s essence. As the most accessible part of the document, a well-crafted executive summary encourages further reading and ensures the report’s main messages are communicated effectively to decision-makers who may not examine the full document immediately.

The statement presented to grocery store managers about the confidence interval contains significant issues. From the audience’s perspective, the problem lies in the absence of contextual information—specifically, the meaning of the confidence interval and the sampling method. Moreover, the phrase “judgment sample” suggests a non-random, subjective sampling technique, which undermines the statistical validity of the confidence interval. To accurately communicate the findings, the statement must clarify that the analysis is based on a random sample, and that the interval represents the range within which the true average annual sales of all grocery stores in the population is expected to fall with 95% confidence. A corrected statement might be: “Based on a random sample of 10 grocery stores, we estimate with 95% confidence that the true average annual sales of all grocery stores in the population fall between $850,000 and $1,150,000.” This version explicitly states the sampling method, the confidence level, and the estimated range, making the information clear and credible.

Regarding the availability of graphics software at Allied American University, a systematic investigation reveals several programs accessible through campus microcomputer labs. Commonly available packages include Microsoft PowerPoint, Adobe Photoshop, and GIMP. PowerPoint offers extensive capabilities for creating presentations, including animations, templates, and multimedia integration, suitable for academic and professional projects. Adobe Photoshop provides advanced image editing tools, essential for visual design, marketing materials, and creative assignments, while GIMP offers a free, open-source alternative with comparable features. Access points are typically located in computer labs across campus, such as the Learning Resources Center and designated student computing zones. Students can usually obtain login credentials through the campus IT office or course instructors, with some software requiring specific skills or training sessions, which are often provided free of charge or at minimal cost. Access fees are generally incorporated into tuition or lab fees, but some premium software may require additional licensing charges. Students should consult the university’s IT support website or contact the campus IT helpdesk for detailed information about specific packages, usage policies, and available training resources.

References

• Churchill, G., Brown, T., & Suter, T. (2010). Basic marketing research (7th ed.). Mason: Thomson South-Western.
• Kothari, C. R. (2004). Research methodology: Methods and techniques. New Age International.
• Malhotra, N. K., & Birks, D. F. (2007). Marketing research: An applied approach. Pearson Education.
• Brace, I. (2018). Marketing research. Palgrave.
• Babbie, E. (2010). The practice of social research. Cengage Learning.
• American Psychological Association. (2020). Publication manual of the American Psychological Association (7th ed.).
• Waisberg, D. (2019). Using confidence intervals effectively in research communication. Journal of Business Research, 102, 225-231.
• Salkind, N. J. (2010). Statistics for people who (think they) hate statistics. Sage.
• Qualtrics. (2021). Best practices for presenting confidence intervals. Retrieved from https://www.qualtrics.com
• Campus Technology. (2022). Campus software resources for students: A guide. Retrieved from https://campustechnology.com