What criteria would you look for when examining the design and specifications of secondary data? Why is it important to examine these criteria?
> (i) In the model with one endogenous explanatory variable, one exogenous explanatory variable, and one extra exogenous variable, take the reduced form for y2 (15.26), and plug it into the structural equation (15.22). This gives the reduced form for y1: F
> Okun’s Law—see, for example, Mankiw (1994, Chapter 2)—implies the following relationship between the annual percentage change in real GDP, pcrgdp, and the change in the annual unemployment rate, cunem: pcrgdp = 3 - 2 . cunem. If the unemployment rate is
> Define the growth in hourly wage and output per hour as the change in the natural log: ghrwage = ∆log(hrwage) and goutphr = ∆log(outphr). Consider a simple extension of the model estimated This allows an increase in pr
> What are the relative advantages and disadvantages of being able to observe covertly a focus group discussion?
> Why is the focus group moderator so important to the success of a focus group discussion?
> To what extent can a moderator achieve an ‘objective detachment’ from a focus group discussion?
> What does a ‘comfortable setting’ mean in the context of running a focus group?
> Evaluate the purpose of running an experimental focus group discussion.
> What determines the questions, issues and probes used in a focus group?
> What are the difficulties in conducting focus groups with managers or professionals?
> What are the key benefits and drawbacks of conducting focus group discussions?
> What is a Marketing Research Online Community (MROC)? How can an MROC be viewed as a group-based qualitative research technique?
> Describe the opportunities and difficulties that may occur if alcoholic drinks are served during focus group discussions.
> What arguments can be used by sceptics of marketing research?
> What is an online focus group? What are the distinct advantages and disadvantages of running online compared with traditional focus groups?
> Describe the purpose and benefits of using stimulus material in a focus group.
> What determines the number of focus groups that should be undertaken in any research project?
> What can the researcher do to make potential participants want to take part in a focus group?
> Why may researchers not wish to fully reveal the purpose of a focus group discussion with participants before it starts?
> Why may marketing decision makers wish to understand the context of consumption?
> What is netnography? What additional consumer insights can netnography deliver?
> What does ethnographic research aim to achieve in the study of consumers?
> What role does theory play in the approaches adopted by positivist and interpretivist researchers?
> In what ways may the positivist and the interpretivist view potential research participants?
> Explain why there may be the need for iterations between stages of the marketing-research process.
> Describe the characteristics of positivist and interpretivist researchers.
> Evaluate the differences between a European and an American approach to qualitative research.
> Why is it not always possible or desirable to use quantitative marketing research techniques?
> What do you see as the key advantages and challenges of conducting qualitative research online?
> Describe the key elements to be balanced in the application of action research.
> What does ‘listening’ mean for the qualitative researcher? How may researchers ‘listen’ to consumers?
> Is it possible for researchers to be objective?
> What stages are involved in the application of a grounded theory approach?
> Describe and illustrate two research techniques that may be utilised in ethnographic research.
> What criticisms do qualitative researchers make of the approaches adopted by quantitative researchers, and vice versa?
> Describe the steps in the marketing-research process.
> How may the data from web analytics support the practice of marketing research?
> How may data from customer relationship management systems support the practice of marketing research?
> What is a geodemographic classification of consumers?
> Why may the characteristics of consumers differ, based upon where they live?
> Describe the benefits to the researcher of being able to capture data that identify characteristics of consumers and their shopping behaviour in a store.
> Describe the benefits to the marketing decision maker of being able to capture data that identify characteristics of consumers and their shopping behaviour in a store.
> What other sources, beyond electronic scanner devices, electronically observe customer behaviour?
> What kinds of data can be gathered through electronic scanner devices?
> What might be the limitations of using Google Analytics as a source of data for marketing research projects?
> What is big data? What are the core dimensions of big data (the four Vs)?
> Explain one way to classify marketing research suppliers and services.
> How does the compilation of different types of data help to build a strong ‘picture’ of consumer characteristics?
> How may ‘operational data’ held in organisations help to build up an understanding of customer behaviour?
> By what criteria may secondary data be evaluated?
> How can intranets help in the location and dissemination of secondary data?
> What is the difference between internal and external secondary data?
> How may secondary data be used to validate qualitative research findings?
> Why is it important to locate and analyse secondary data before progressing to primary data?
> At what stages of the marketing research process can secondary data be used?
> What are the relative advantages and disadvantages of secondary data?
> What challenges exist in trying to quantify the size and growth of the marketing research industry on a global basis?
> What is an audit? Describe the uses, advantages and disadvantages of audits.
> Explain what an online panel is, giving examples of different types of panel. What are the advantages and disadvantages of online panels?
> List and describe the main types of syndicated sources of secondary data.
> Evaluate the desirability of using multiple sources of secondary data and intelligence.
> If you had two sources of secondary data for a project, the first being dependable but out of date, the second not dependable but up to date, which would you prefer?
> To what extent should you use a secondary data source if you cannot see any explicit objectives attached to that research?
> What are the differences between primary data, secondary data and marketing intelligence?
> Discuss the advantages and disadvantages of access panels.
> What are the major purposes for which descriptive research is conducted?
> Describe how quantitative techniques may be used in exploratory research.
> How may the effective problem-identification research enhance the practice of problem-solving research?
> What are the major purposes for which exploratory research is conducted?
> Differentiate between exploratory and conclusive research.
> How does formulating a research design differ from developing an approach to a problem?
> How does the subject of a study, as seen by potential research participants, affect research design?
> What expectations do marketing decision makers have of research designs?
> Why is it important to minimise total error rather than any particular source of error?
> What potential sources of error can affect a research design?
> Describe a line chart. What kind of information is commonly displayed using such charts?
> Explain what is meant by an eigenvalue.
> Define discriminant scores.
> What is the main distinction between two-group and multiple discriminant analysis?
> What is a classification matrix?
> Explain the meaning of standardised regression coefficients.
> What is the difference between ordinal and disordinal interaction?
> What is the relationship between exploratory, descriptive and causal research?
> What is the most common use of the covariate in ANCOVA?
> How is the total variation decomposed in n-way analysis of variance?
> How does n-way analysis of variance differ from the one-way procedure?
> What is the most powerful test for making a posteriori contrasts? Which test is the most conservative?
> What is an a priori contrast?
> What is meant by a suppressed association? How is it revealed?
> Define a spurious correlation.
> What measures of variability are commonly computed?
> Which non-parametric tests are the counterparts of the two-independent samples t test for parametric data?
> Which non-parametric tests are the counterparts of the paired samples t test for parametric data?
> What is a causal research design? What is its purpose?
> Describe the major sources of error related to survey fieldwork.
> What is the major difference between parametric and non-parametric tests?
> How can the researcher ensure that the generated confidence interval will be no larger than the desired interval when estimating a population proportion?
> What are the circumstances under which a researcher would use a mobile app rather than a mobile web browser?
> Why do researchers need to be careful when carrying out telephone research with mobile devices?
> How is the sample size affected when the degree of confidence with which a population mean is estimated increases from 95% to 99%?
