Questions from Marketing Research

Q: Should an odd or even number of categories be used in an

Should an odd or even number of categories be used in an itemised rating scale?

Q: What is the nature of the first step in conducting a marketing

What is the nature of the first step in conducting a marketing research project?

Q: How does the nature and degree of verbal description affect the response

How does the nature and degree of verbal description affect the response to itemised rating scales?

Q: What is reliability? What are the differences between test–retest

What is reliability? What are the differences between test–retest and alternative-forms reliability?

Q: What is validity? What is criterion validity? How is it

What is validity? What is criterion validity? How is it assessed?

Q: How would you select a particular scaling technique?

How would you select a particular scaling technique?

Q: Highlight any marketing phenomena that you feel may be problematic in terms

Highlight any marketing phenomena that you feel may be problematic in terms of assigning numbers to characteristics of those phenomena.

Q: Describe and illustrate, with examples, the differences between a nominal

Describe and illustrate, with examples, the differences between a nominal and an ordinal scale.

Q: What is a comparative rating scale?

What is a comparative rating scale?

Q: What is a paired comparison? What are the advantages and disadvantages

What is a paired comparison? What are the advantages and disadvantages of paired comparison scaling?