19) If mall intercept interviews are to be conducted to determine

consumers’ preferences for ice cream brand design a suitable sampling

process. what should be the sampling size and how should it be
determined ?
Ans:
The sampling process should be as follows:
Target population: Mall shoppers in the United States in the current year.
Sampling frame: List of Malls in the United States
Sampling unit: Mall shoppers
Sampling technique: Judgmental sampling
Sample size: 800
Execution: We can select a set of shopping malls based on footfalls per day
across the United States.
We can ask them relevant questions for the serve to
Interview shoppers using the mall-intercept method.

20) If you were the supervisor in charge of mall-intercept interviewing, what challenges
would you face in training the interviewers?
Ans:
Challenges facing the supervisor in training the interviewers include:
1) Making the initial contact,
2) Asking questions,
3) Probing, Recording answers, and
4) Terminating the interview.

21) How should the executive group, along with Kimmel, evaluate the marketing
research report? How will the findings of marketing research help them make decisions
about changing the brand logo?

Ans:
The executive group along with Kimmel could ask the following key questions.
1) Could this project have been conducted more effectively or efficiently?
2) This question, of course, raises several more specific questions.
3) Could the problem have been defined differently so as to enhance the value of the
project to the client or reduce the costs?
4) Could a different approach have yielded better results?
5) Was the research design the best?
6) How about the mode of data collection?
7) Should mall intercepts have been used instead of telephone interviews?
8) Was the sampling plan the most appropriate?
10) 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?
11) How could the selection, training, and supervision of field-workers be altered to
improve data collection?
12) Was the data analysis strategy effective in yielding information useful for decision
making?
13) Were the conclusions and recommendations appropriate and useful to the client?
14) Was the report adequately written and presented?
15 )Was the project completed within the time and budget allocated? If not, what went
wrong?