Identify the type of scale (nominal, ordinal, interval or ratio) used in each of the following. Give reasons for your choice. a. I like to listen to the radio when I am revising for exams Disagree Agree 1 2 3 4 5 b. How old are you? _______________ c. Rank the following activities in terms of your preference by assigning a rank from 1 to 5: (1 = Most preferred, 2 = Second-most preferred, etc.): (i) Reading magazines (ii) Watching television (iii) Going to the cinema (iv) Shopping for clothes (v) Eating out. d. What is your university/college registration number? _______________ e. In an average weekday, how much time do you spend doing class assignments? (i) Less than 15 minutes (ii) 15 to 30 minutes (iii) 31 to 60 minutes (iv) 61 to 120 minutes (v) More than 120 minutes. f. How much money did you spend last week in a coffee shop?
> What aspects are involved in the supervision of survey fieldworkers?
> Why do researchers need to use survey fieldworkers?
> Describe the procedure for determining the sample size necessary to estimate a population mean, given the degree of precision and confidence but where the population variance is unknown. After the sample is selected, how is the confidence interval genera
> What is the role of the researcher in the problem definition process?
> Describe the procedure for determining the sample size necessary to estimate a population mean, given the degree of precision and confidence and a known population variance. After the sample is selected, how is the confidence interval generated?
> How do the degree of confidence and the degree of precision differ?
> Describe the difference between absolute precision and relative precision when estimating a population mean.
> What strategies are available for adjusting for non-response?
> Define incidence rate and completion rate. How do these rates affect the determination of the final sample size?
> When several parameters are being estimated, what is the procedure for determining the sample size?
> Describe the procedure for determining the sample size necessary to estimate a population proportion given the degree of precision and confidence. After the sample is selected, how is the confidence interval generated?
> Define what is meant by absolute precision and relative precision when estimating a population proportion.
> Define: a. the sampling distribution b. finite population correction c. confidence intervals.
> What is the major difference between judgemental and convenience sampling? Give examples of where each of these techniques may be successfully applied.
> Why is it vital to define the marketing research problem correctly?
> What kinds of decisions are made by marketing managers? How does marketing research help in supporting these decisions?
> What is the least expensive and least time-consuming of all sampling techniques? What are the major limitations of this technique?
> How do probability sampling techniques differ from non-probability sampling techniques? What factors should be considered in choosing between probability and non-probability sampling?
> What qualitative factors should be considered in determining the sample size?
> To what extent may the availability of sampling frames determine the definition of a population?
> What is a sampling unit? How is it different from the population element?
> How should the target population be defined? How does this definition link with the definition of a marketing research problem?
> Describe the sampling design process.
> Describe the cluster sampling procedure. What is the key distinction between cluster sampling and stratified sampling?
> What are the differences between proportionate and disproportionate stratified sampling?
> Describe stratified sampling. What are the criteria for the selection of stratification variables?
> What is the role of theory in the development of a research approach?
> Describe the procedure for selecting a systematic random sample.
> What are the distinguishing features of simple random sampling?
> Describe snowball sampling. How may the technique be supported by qualitative research techniques?
> Under what conditions would a sample be preferable to a census? A census preferable to a sample?
> What are the advantages and disadvantages of unstructured questions?
> What can a researcher do to make the request for information seem legitimate?
> Explain the concepts of aided and unaided recall.
> Explain the errors of omission, telescoping and creation. What can be done to reduce such errors?
> What are the reasons why participants may be (a) unable to answer and (b) unwilling to answer the question asked?
> How would you determine whether a specific question should be included in a questionnaire?
> Describe the factors that may affect the approach to a research problem.
> What does the researcher have to offer potential questionnaire participants? Why should this question be considered?
> What expectations does the researcher have of potential questionnaire participants – in terms of how they will react to the experience of completing a questionnaire?
> Describe the issues involved in pilot-testing a questionnaire.
> What guidelines are available for deciding on the form and layout of a questionnaire?
> What is the proper order for questions intended to obtain basic, classification and identification information?
> What is a leading question? Give an example.
> What are the guidelines available for deciding on question wording?
> What are the issues involved in designing multiple-choice questions?
> What is the purpose of a questionnaire?
> Describe the semantic differential scale and the Likert scale. For what purposes are these scales used?
> What are some differences between a marketing decision problem and a marketing research problem?
> Describe the constant sum scale. How is it different from the other comparative rating scales?
> What is a paired comparison? What are the advantages and disadvantages of paired comparison scaling?
> What is a comparative rating scale?
> Describe and illustrate, with examples, the differences between a nominal and an ordinal scale.
> Highlight any marketing phenomena that you feel may be problematic in terms of assigning numbers to characteristics of those phenomena.
> How would you select a particular scaling technique?
> What is validity? What is criterion validity? How is it assessed?
> What is reliability? What are the differences between test–retest and alternative-forms reliability?
> How does the nature and degree of verbal description affect the response to itemised rating scales?
> What is the nature of the first step in conducting a marketing research project?
> Should an odd or even number of categories be used in an itemised rating scale?
> What are the major decisions involved in constructing an itemised rating scale? How many scale categories should be used in an itemised rating scale? Why?
> What is measurement?
> What advantages do statistical designs have over basic designs?
> How is a multiple time series design different from a basic time series design?
> What is a time series experiment? When is it used?
> List the steps involved in implementing the post-test-only control group design. Describe the design symbolically.
> What is the key characteristic that distinguishes true experimental designs from pre-experimental designs?
> Describe the various methods for controlling extraneous sources of variation.
> List any five extraneous variables and give an example to show how each can reduce internal validity.
> Is it necessary for every research project to have a set of hypotheses? Why or why not?
> Differentiate between internal and external validity.
> What is the main difference between a standard test market and a controlled test market?
> What is test marketing? What are the major types of test marketing?
> Should descriptive research be used for investigating causal relationships? Why or why not?
> Compare the characteristics of laboratory and field experimentation.
> What are the requirements for inferring a causal relationship between two variables?
> How may electronic observation techniques be used in supermarkets?
> How would you classify mystery shopping as an observation technique? Why would you classify it in this way?
> What are the distinct advantages of conducting a survey using CAPI technology compared with a traditional postal survey?
> What are the distinct advantages of conducting a survey using CAPI technology compared with a traditional postal survey?
> What are the differences between research questions and hypotheses?
> What are the relevant factors for evaluating which survey method is best suited to a particular research project?
> Why do interviewers need to probe participants in surveys? What distinguishes survey probing from probing conducted in qualitative interviews?
> Evaluate the reasons why response rates to industrial surveys are declining.
> Discuss the dilemma faced by the survey designer who wishes to develop a survey that is not prone to interviewer bias but also sees that interviewer rapport with participants is vital to the success of the survey.
> Describe a marketing research problem in which both survey and observation techniques could be used for obtaining the information needed.
> Describe the relative advantages and disadvantages of observation.
> What is the difference between qualitative and quantitative observation?
> Describe the criteria by which you would evaluate the relative benefits of different observation techniques.
> Explain, using examples, where trace analysis may be used.
> Given that survey researchers may impose their language and logic upon potential participants, what do you see as being the advantages and disadvantages of conducting surveys?
> What are the most common forms of analytical models?
> What advantages and disadvantages do you see in displaying qualitative data in a spreadsheet format?
> Evaluate the purpose of displaying qualitative data.
> What are the advantages and disadvantages of handing over recordings of qualitative interviews to a typist who has taken no part in the interviews?
> What does the word ‘coding’ mean in the context of qualitative data analysis? What problems do you see associated with the process of coding?
> What may be classified as ‘data’ when assembling data as part of the data analysis process?
> What should be recorded in a field notebook?
> Why should a qualitative researcher maintain a field notebook?
> What is the significance of a qualitative researcher having a theoretical and marketing understanding of the subject they are researching?
