Examen Mayo 2019 G. Inglés PDF

Preview

Summary

Examen Mayo 2019 del Grupo Inglés con soluciones...

Description

Marketing Research Course 2018-2019

Final Exam – May 2019 First name Last name

BT, the institutional multinational telecoms group formerly known as ‘British Telecom’, is the latest conglomerate to inject some life into its brand with a new logo.

Figure 1. New logo of BT

Its new logo shows the letters ‘BT’ in a circle, which must seem, even to the most ardent fans of brevity in design, somewhat underwhelming. An alternate multi-coloured variant adds some spice and suggests colour will represent product verticals under one unifying logo design. According to a BT spokesperson, the motive behind the new simplified corporate logo was largely due to the switch from an offline to an online communications landscape. “The previous logo was put together for a largely pre-digital world, where most of our brand touchpoints were in print compared to today where 90% of our brand touchpoints are on screen,” they said. “The new design is far better suited to be equally effective in all the mediums we need it to be”. The trend for flat design logos has become the norm among big technology, disruptive apps, media, fashion and lifestyle brands. ‘Simple is good’ is the default mantra, which is hard to argue with. BT’s new logo has already been displayed in different colour fades and using a purple dominant hue so it’s unlikely the stark black and white variant will be stamped on campaign and design assets across their expanded telecoms, mobile and premium pay per view TV and sport offerings. There will likely be many colours, fades and inserts to live together as a logo family. 1

Marketing Research Course 2018-2019

Figure 2. Variations of the new logo

The only true measure of right and wrong in logo and brand design is whether it achieves what it was designed to do, and for that only BT can be the judge in around 12 months’ time.

Questions 1. Explain what could be the contribution of the different components of the marketing information system to the design of the new logo of BT (1 point). Define the components of the marketing information system and give an example of the type of information they can provide, for example: Internal reports system, previous logos of the company. Marketing intelligence system, logos of the main competitors. Marketing decision support system, analysis of the information provided by the other systems. Marketing research system, test the expected effectiveness of the new logos.

2

Marketing Research Course 2018-2019

2. Compare Delphi and picture arrangement test in terms of their potential contribution to the design of a new logo (1 point). Define Delphi and picture arrangement test. Delphi is especially indicated for forecast. However, picture arrangement test is a creative research that deals with images, what makes it particularly suitable to design visual elements of the communication strategy of the company, as the logo.

3. BT is planning a survey to evaluate the level of recognition of the new logo. Compare surveys in BT shops versus questionnaires distributed through BT web page at least in four different criteria that should be considered to choose the most appropriate survey method. (1 point). 1. Type of interaction. If face to face interaction is needed (for example, to show some sort of physical stimulus to the respondents), point of sale surveys are better than web surveys. 2. Time: web surveys are better than point of sales surveys. For example, the database is created automatically. However, point of sale surveys are usually paper and pencil, what requires to create the database by hand. 3. Cost: point of sale surveys are more costly than web surveys. Point of sale surveys usually require interviewers to gather the information, however, the cost of web surveys can be very low (even can be totally free depending on the platform used to host the survey). 4. Response rate: is usually higher in point of sale surveys than in web surveys. Web surveys frequently employ some sort of permission-marketing what can introduce selection bias.

4. Explain the statistical method that should be used in order to test the following hypotheses (1point): a. H0: There is no relationship between liking and gender (Liking: 1, I like the new logo, 2, I do not like the new logo). 2 nominal variables (liking and gender). 3

Marketing Research Course 2018-2019

Relationship. Chi-square test. b. H0: Mean age of people that like the logo is the same than mean age of people that do not like the logo. Age: ratio scale. Liking: nominal scale (two categories). Comparison of means. Independent samples t test. c. H0: On average, there is no difference in self-identification by region (self-identification: from 1 “I do not identify with the logo at all”, 5 “I identify with the logo very much/9 regions). Self-identification: interval scale. Region: nominal (9 categories). Comparison of means. ANOVA. d. H0: Mean of self-identification = 4. Self-identification. Interval scale. 4 is a hypothesized value. Comparison of means. One sample t test.

5. BT carried out a survey to measure the attitude to the new logo. Respondents were asked about their degree of agreement with a series of items. The following tables reflect some output of the analysis.

Table 5.1.It is a technological company Cumulative Frequency Valid

1

51

Percent 13.7

Valid Percent 14.0

Percent 14.0

4

Marketing Research Course 2018-2019

2

81

21.8

X

36.4

3

58

15.6

16.0

52.3

4

71

19.1

19.6

71.9

5

62

16.7

17.1

89.0

6

32

8.6

8.8

97.8

7

8

2.2

2.2

100.0

363

97.8

100.0

8

2.2

371

100.0

Total Missing

System

Total

Table 5.2. It is an environmental conscious company Cumulative Frequency Valid

Valid Percent

Percent

1

42

11.3

11.6

11.6

2

43

11.6

11.9

23.5

3

69

18.6

19.1

42.5

4

94

25.3

26.0

68.5

5

64

17.3

17.7

86.2

6

36

9.7

9.9

96.1

7

14

3.8

3.9

100.0

362

97.6

100.0

9

2.4

371

100.0

Total Missing

Percent

System

Total

Table 5.3 Mean Pair 1

N

Std. Deviation

Std. Error Mean

It is a technological company

3.39

362

1.634

.086

It is an environmental

3.72

362

1.600

.084

conscious company

Table 5.4 Mean

t

df

Sig. (2-tailed)

5

Marketing Research Course 2018-2019

Pair 1

It is a technological company -

.326

4.0

It is an environmental conscious

0.361

72

company

Taking into account the table above (explain your answer) (1 point): a. In the first table. what is the value of X ? X=52.3-16.0=36.3 b. What is the level of measurement of the variables under analysis? As they measure the level of agreement with a series of items. they are in a Likert scale (especial case of the interval scale). c. State the null hypothesis that is being tested in Table 4. H0: There is no difference in the mean of “It is a technological company” and “It is in environmental conscious company”. d. Interpret tables 3 and 4. Paired samples t test. H0: There is no difference in the mean of “It is a technological company” and “It is in environmental conscious company”. As Sig. = 0.361>0.05, do not reject H0 There are no statistically significant differences among the mean values of the items under comparison.

6. Regarding the following tables (1 point):

Table 6.1 Final Cluster Centers Cluster 1

2

F

Sig.

It is a modern company

2

3

143.749

.000

It is a technological company

2

4

281.739

.000

It is an online company

2

3

135.809

.000

It is a company with service quality

2

4

248.086

.000

It is a trustable company

2

4

271.809

.000

It is an environmental conscious company

3

5

330.460

.000

6

Marketing Research Course 2018-2019

It is an innovative company

3

5

303.718

.000

It is a global company

3

5

293.421

.000

Table 6.2Number of Cases in each Cluster Cluster

1

166.000

2

A

Valid

358.000

Missing

13.000

a. What is the value of A in Table 6.2? Interpret that table. A=358-166=192 b. What are the requirements of this type of analysis? Variables have to be in an interval or ratio scale. c. Interpret Table 6.1? This table compares the center (or mean value) of each variable in each cluster. For each variable, the H0 is “there is no difference in the center of the variable between cluster 1 and cluster 2”, for example, “there is no difference in the center of “It is a modern company” between cluster 1 and cluster 2. The final column of the table shows the significance level of the ANOVA used to test those hypotheses. For all variables, the significance level is lower than 0.05. This means that it is possible to reject the null hypothesis. That is, there are statistically significant differences between the cluster centers for all the variables. d. Would it be possible to compare the mean age of people in cluster 1 and cluster 2? Specify the analysis technique and the corresponding null hypothesis. Yes, as cluster is a nominal variable with two categories and age is measure in a ratio scale, the Independent samples t test could be used.

7

Marketing Research Course 2018-2019

Appendix

8

Marketing Research Course 2018-2019

9...