Question: What does the researcher have to offer

> Outline the advantages and disadvantages of the interviewer developing a rapport with participants.

> Evaluate what may be done to help interviewers probe correctly and consistently.

> Describe and illustrate the differences between probing in a survey and in an in-depth interview.

> What are the components of a marketing research brief?

> What are the guidelines for asking questions?

> What qualifications should survey fieldworkers possess?

> Describe the survey fieldwork/data-collection process.

> Comment on the following field situations, making recommendations for corrective action: a. One of the interviewers has an excessive rate of refusals in face-to-face home interviews. b. In a CATI situation, many phone numbers are giving a busy signal du

> Describe the criteria that should be used for evaluating survey fieldworkers.

> What is validation of survey fieldwork? How is this done?

> How can participant selection problems be controlled?

> 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 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?

> 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. Ra

> 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.