All Related Questions of Marketing Research

Q: How is factor analysis different from multiple regression and discriminant analysis?

How is factor analysis different from multiple regression and discriminant analysis?

Q: What is a scree plot? For what purpose is it used

What is a scree plot? For what purpose is it used?

Q: Why is it useful to rotate the factors? Which is the

Why is it useful to rotate the factors? Which is the most common method of rotation?

Q: What guidelines are available for interpreting the factors?

What guidelines are available for interpreting the factors?

Q: What guidelines are available for deciding the number of clusters?

What guidelines are available for deciding the number of clusters?

Q: What are surrogate variables? How are they determined?

What are surrogate variables? How are they determined?

Q: How is the fit of the factor analysis model examined?

How is the fit of the factor analysis model examined?

Q: What is involved in the interpretation of clusters?

What is involved in the interpretation of clusters?

Q: What role may qualitative methods play in the interpretation of clusters?

What role may qualitative methods play in the interpretation of clusters?

Q: Describe some procedures available for assessing the quality of clustering solutions.

Describe some procedures available for assessing the quality of clustering solutions.

Q: How is cluster analysis used to group variables?

How is cluster analysis used to group variables?

Q: What are the major uses of factor analysis?

What are the major uses of factor analysis?

Q: What are some of the uses of cluster analysis in marketing?

What are some of the uses of cluster analysis in marketing?

Q: What is involved in formulating a conjoint analysis problem?

What is involved in formulating a conjoint analysis problem?

Q: Describe the full-profile approach to constructing stimuli in conjoint analysis

Describe the full-profile approach to constructing stimuli in conjoint analysis.

Q: Describe the pairwise approach to constructing stimuli in conjoint analysis.

Describe the pairwise approach to constructing stimuli in conjoint analysis.

Q: How can regression analysis be used for analysing conjoint data?

How can regression analysis be used for analysing conjoint data?

Q: Graphically illustrate what is meant by part-worth functions.

Graphically illustrate what is meant by part-worth functions.

Q: What procedures are available for assessing the reliability and validity of conjoint

What procedures are available for assessing the reliability and validity of conjoint analysis results?

Q: Identify two marketing research problems where MDS could be applied. Explain

Identify two marketing research problems where MDS could be applied. Explain how you would apply MDS in these situations.

Q: What is meant by a spatial map?

What is meant by a spatial map?

Q: Describe the steps involved in conducting MDS.

Describe the steps involved in conducting MDS.

Q: Describe the factor analysis model.

Describe the factor analysis model.

Q: Describe the direct and derived approaches to obtaining MDS input data.

Describe the direct and derived approaches to obtaining MDS input data.

Q: What guidelines are used for deciding on the number of dimensions in

What guidelines are used for deciding on the number of dimensions in which to obtain an MDS solution?

Q: Describe the ways in which the reliability and validity of MDS solutions

Describe the ways in which the reliability and validity of MDS solutions can be assessed.

Q: What is the difference between internal and external analysis of preference data

What is the difference between internal and external analysis of preference data?

Q: What characteristics distinguish SEM from other multivariate techniques?

What characteristics distinguish SEM from other multivariate techniques?

Q: What is average variance extracted? Why is it useful to calculate

What is average variance extracted? Why is it useful to calculate this statistic?

Q: What is a second-order factor model? How is it

What is a second-order factor model? How is it different from a first-order factor model?

Q: What is a structural theory and how is it different from measurement

What is a structural theory and how is it different from measurement theory?

Q: How do we determine whether the difference between two structural path coefficients

How do we determine whether the difference between two structural path coefficients is significant?

Q: What is a recursive model? Why is this aspect relevant in

What is a recursive model? Why is this aspect relevant in SEM?

Q: Briefly define the following terms: dendrogram, icicle plot, agglomeration

Briefly define the following terms: dendrogram, icicle plot, agglomeration schedule and cluster membership.

Q: SEM is similar to what other multivariate techniques? How is it

SEM is similar to what other multivariate techniques? How is it similar?

Q: What is the role of theory in SEM?

What is the role of theory in SEM?

Q: What is a measurement model? Why is it estimated?

What is a measurement model? Why is it estimated?

Q: How is model fit assessed in SEM?

How is model fit assessed in SEM?

Q: What are the similarities and differences between an absolute and incremental fit

What are the similarities and differences between an absolute and incremental fit index?

Q: What are the similarities and differences between a parsimony and incremental fit

What are the similarities and differences between a parsimony and incremental fit index?

Q: What is confirmatory factor analysis? How is it similar to and

What is confirmatory factor analysis? How is it similar to and different from exploratory factor analysis?

Q: How do you establish convergent and discriminant validity in an SEM framework

How do you establish convergent and discriminant validity in an SEM framework?

Q: Why is the quality of report presentation vital to the success of

Why is the quality of report presentation vital to the success of a marketing research project?

Q: What are the advantages and disadvantages of presenting data using 3D charts

What are the advantages and disadvantages of presenting data using 3D charts?

Q: What is a ‘cluster’?

What is a ‘cluster’?

Q: What is the purpose of an oral presentation? What guidelines should

What is the purpose of an oral presentation? What guidelines should be followed in an oral presentation?

Q: To what extent should researchers interpret the information they present in a

To what extent should researchers interpret the information they present in a report?

Q: Why should marketing research projects be evaluated after they have been completed

Why should marketing research projects be evaluated after they have been completed?

Q: What is the difference between dissemination and communication of research findings?

What is the difference between dissemination and communication of research findings?

Q: Describe a commonly used format for writing marketing research reports.

Describe a commonly used format for writing marketing research reports.

Q: Why is the ‘limitations and caveats’ section included in the report

Why is the ‘limitations and caveats’ section included in the report?

Q: Discuss the importance of objectivity in writing a marketing research report.

Discuss the importance of objectivity in writing a marketing research report.

Q: Describe the guidelines for report writing.

Describe the guidelines for report writing.

Q: What is an infographic? Why can visual communication techniques sometimes be

What is an infographic? Why can visual communication techniques sometimes be more effective than text at communicating research findings?

Q: What is a pie chart? For what type of information is

What is a pie chart? For what type of information is it suitable? For what type of information is it not suitable?

Q: Briefly define the following: eigenvalue, factor loadings, factor matrix

Briefly define the following: eigenvalue, factor loadings, factor matrix and factor scores.

Q: Why is it important to ask the question ‘Is b2b marketing

Why is it important to ask the question ‘Is b2b marketing research significantly different from consumer marketing research?’

Q: What is meant by ‘interviewer credibility’? What may interviewers do

What is meant by ‘interviewer credibility’? What may interviewers do to be seen as more credible in the eyes of target participants?

Q: Describe the potential participant errors that may occur in b2b marketing research

Describe the potential participant errors that may occur in b2b marketing research. What may be done to reduce these potential errors?

Q: What is competitive intelligence? How does this definition differ from notions

What is competitive intelligence? How does this definition differ from notions of ‘conventional marketing research’?

Q: What characteristics distinguish b2b marketing from consumer marketing?

What characteristics distinguish b2b marketing from consumer marketing?

Q: What challenges do b2b marketers face in managing relationships?

What challenges do b2b marketers face in managing relationships?

Q: How do the concepts of business networks and relationships relate to each

How do the concepts of business networks and relationships relate to each other?

Q: What are the five major differences between b2b and consumer marketing?

What are the five major differences between b2b and consumer marketing?

Q: Describe the sampling challenges that the b2b researcher faces.

Describe the sampling challenges that the b2b researcher faces.

Q: What does ‘access’ mean in the context of b2b marketing research

What does ‘access’ mean in the context of b2b marketing research?

Q: Upon what basis may a researcher decide which variables should be selected

Upon what basis may a researcher decide which variables should be selected to formulate a clustering problem?

Q: What is b2g marketing? What kinds of challenges might be associated

What is b2g marketing? What kinds of challenges might be associated with b2g marketing research?

Q: Evaluate the reasons why gaining access to key participants may be so

Evaluate the reasons why gaining access to key participants may be so difficult. Why may gaining access grow more difficult over time?

Q: Why is participant anonymity so important in market research?

Why is participant anonymity so important in market research?

Q: Why is self-regulation viewed as important by professional bodies in

Why is self-regulation viewed as important by professional bodies in marketing research?

Q: Describe the key concepts embedded in the ESOMAR code of conduct.

Describe the key concepts embedded in the ESOMAR code of conduct.

Q: How can researchers prevent adverse effects from occurring when carrying out focus

How can researchers prevent adverse effects from occurring when carrying out focus groups?

Q: What are the particular ethical challenges associated with the use of secondary

What are the particular ethical challenges associated with the use of secondary data?

Q: Summarise the threats presented by new technologies to the effectiveness of anonymization

Summarise the threats presented by new technologies to the effectiveness of anonymization of participant data.

Q: Discuss the similarity and difference between cluster analysis and discriminant analysis.

Discuss the similarity and difference between cluster analysis and discriminant analysis.

Q: For what purposes are MDS procedures used?

For what purposes are MDS procedures used?

Q: What is the major difference between principal components analysis and common factor

What is the major difference between principal components analysis and common factor analysis?

Q: Explain the concept of uninformed consent.

Explain the concept of uninformed consent.

Q: What hypothesis is examined by Bartlett’s test of sphericity? For what

What hypothesis is examined by Bartlett’s test of sphericity? For what purpose is this test used?

Q: What is meant by the term ‘communality of a variable’?

What is meant by the term ‘communality of a variable’?

Q: Present a classification of clustering procedures.

Present a classification of clustering procedures.

Q: For what purpose is the Kaiser–Meyer–Olkin measure of

For what purpose is the Kaiser–Meyer–Olkin measure of sampling adequacy used?

Q: Why is the average linkage method usually preferred to single linkage and

Why is the average linkage method usually preferred to single linkage and complete linkage?

Q: What are the two major disadvantages of non-hierarchical clustering procedures

What are the two major disadvantages of non-hierarchical clustering procedures?

Q: What is the most commonly used measure of similarity in cluster analysis

What is the most commonly used measure of similarity in cluster analysis?

Q: What factors influence the choice of an MDS procedure?

What factors influence the choice of an MDS procedure?

Q: How do you assess the validity of a measurement model?

How do you assess the validity of a measurement model?

Q: Explain how eigenvalues are used to determine the number of factors.

Explain how eigenvalues are used to determine the number of factors.

Q: When is it useful to calculate factor scores?

When is it useful to calculate factor scores?

Q: What are some of the additional variables used for profiling the clusters

What are some of the additional variables used for profiling the clusters?

Q: How can you ensure you have properly gained informed consent when carrying

How can you ensure you have properly gained informed consent when carrying out a survey?

Q: What are the consequences of unethical behaviour by marketing researchers?

What are the consequences of unethical behaviour by marketing researchers?

Q: Why does research into children create particular ethical challenges?

Why does research into children create particular ethical challenges?

Q: Describe the purpose of marketing research.

Describe the purpose of marketing research.

Q: What kinds of new skills are increasingly being demanded from researchers?

What kinds of new skills are increasingly being demanded from researchers?

Q: What is an in-depth interview? Summarise the process of

What is an in-depth interview? Summarise the process of administering an indepth interview.

Q: Describe the ‘story completion’ technique. Give an example of the

Describe the ‘story completion’ technique. Give an example of the type of participant and the context in which such a technique would work.

Q: Describe the criteria by which researchers may evaluate the relative worth of

Describe the criteria by which researchers may evaluate the relative worth of qualitative techniques.

Q: Why is the context of questioning particularly important when conducting indepth interviews

Why is the context of questioning particularly important when conducting indepth interviews in international marketing research?

Q: Why may in-depth interviews or projective techniques upset or disturb

Why may in-depth interviews or projective techniques upset or disturb participants?

Q: Describe a projective technique that you feel would work particularly well online

Describe a projective technique that you feel would work particularly well online – without the use of webcams.

Q: What limitations are there to conducting in-depth interviews online,

What limitations are there to conducting in-depth interviews online, compared with meeting participants face to face?

Q: What are the major advantages of in-depth interviews?

What are the major advantages of in-depth interviews?

Q: What are the requirements of the researcher undertaking in-depth interviews

What are the requirements of the researcher undertaking in-depth interviews? Why are these requirements particularly important when conducting interviews with managers?

Q: Why may a structure be applied to the in-depth interview

Why may a structure be applied to the in-depth interview in the form of laddering or the repertory grid technique?

Q: What arguments would you use to make the case for greater investment

What arguments would you use to make the case for greater investment in marketing research?

Q: Describe the process of administering the repertory grid technique.

Describe the process of administering the repertory grid technique.

Q: Evaluate the context and timing requirements that you think would be needed

Evaluate the context and timing requirements that you think would be needed to make the repertory grid technique work.

Q: Choose any particular application of an in-depth interview and present

Choose any particular application of an in-depth interview and present a case for why you think the technique may work much better than a focus group.

Q: What are projective techniques? In what circumstances should projective techniques be

What are projective techniques? In what circumstances should projective techniques be used?

Q: Describe the ‘word association’ technique. Give an example of a

Describe the ‘word association’ technique. Give an example of a situation in which this technique is especially useful.

Q: How may the social and cultural background of researchers affect the way

How may the social and cultural background of researchers affect the way they: a. gather qualitative data? b. interpret the whole array of qualitative data they have gathered?

Q: Evaluate ‘when’ the stage of data verification should occur.

Evaluate ‘when’ the stage of data verification should occur.

Q: How may theoretical sampling aid the process of verification?

How may theoretical sampling aid the process of verification?

Q: How may different types of software help in the whole process of

How may different types of software help in the whole process of qualitative data gathering and analysis?

Q: Evaluate the main concerns that exist with the use of software in

Evaluate the main concerns that exist with the use of software in qualitative data analysis.

Q: Summarise the nature of threats and opportunities that social media offer the

Summarise the nature of threats and opportunities that social media offer the researcher.

Q: Why is the researcher’s understanding of their social and cultural values particularly

Why is the researcher’s understanding of their social and cultural values particularly important in international marketing research?

Q: Why does the interpretation of qualitative findings have ethical implications?

Why does the interpretation of qualitative findings have ethical implications?

Q: What is the significance of a qualitative researcher having a theoretical and

What is the significance of a qualitative researcher having a theoretical and marketing understanding of the subject they are researching?

Q: Why should a qualitative researcher maintain a field notebook?

Why should a qualitative researcher maintain a field notebook?

Q: What should be recorded in a field notebook?

What should be recorded in a field notebook?

Q: What may be classified as ‘data’ when assembling data as part

What may be classified as ‘data’ when assembling data as part of the data analysis process?

Q: What does the word ‘coding’ mean in the context of qualitative

What does the word ‘coding’ mean in the context of qualitative data analysis? What problems do you see associated with the process of coding?

Q: What are the advantages and disadvantages of handing over recordings of qualitative

What are the advantages and disadvantages of handing over recordings of qualitative interviews to a typist who has taken no part in the interviews?

Q: Evaluate the purpose of displaying qualitative data.

Evaluate the purpose of displaying qualitative data.

Q: What advantages and disadvantages do you see in displaying qualitative data in

What advantages and disadvantages do you see in displaying qualitative data in a spreadsheet format?

Q: What are the most common forms of analytical models?

What are the most common forms of analytical models?

Q: Given that survey researchers may impose their language and logic upon potential

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?

Q: Explain, using examples, where trace analysis may be used.

Explain, using examples, where trace analysis may be used.

Q: Describe the criteria by which you would evaluate the relative benefits of

Describe the criteria by which you would evaluate the relative benefits of different observation techniques.

Q: What is the difference between qualitative and quantitative observation?

What is the difference between qualitative and quantitative observation?

Q: Describe the relative advantages and disadvantages of observation.

Describe the relative advantages and disadvantages of observation.

Q: Describe a marketing research problem in which both survey and observation techniques

Describe a marketing research problem in which both survey and observation techniques could be used for obtaining the information needed.

Q: Discuss the dilemma faced by the survey designer who wishes to develop

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 o...

Q: Evaluate the reasons why response rates to industrial surveys are declining.

Evaluate the reasons why response rates to industrial surveys are declining.

Q: Why do interviewers need to probe participants in surveys? What distinguishes

Why do interviewers need to probe participants in surveys? What distinguishes survey probing from probing conducted in qualitative interviews?

Q: What are the relevant factors for evaluating which survey method is best

What are the relevant factors for evaluating which survey method is best suited to a particular research project?

Q: What are the differences between research questions and hypotheses?

What are the differences between research questions and hypotheses?

Q: What are the distinct advantages of conducting a survey using CAPI technology

What are the distinct advantages of conducting a survey using CAPI technology compared with a traditional postal survey?

Q: What are the distinct advantages of conducting a survey using CAPI technology

What are the distinct advantages of conducting a survey using CAPI technology compared with a traditional postal survey?

Q: How would you classify mystery shopping as an observation technique? Why

How would you classify mystery shopping as an observation technique? Why would you classify it in this way?

Q: How may electronic observation techniques be used in supermarkets?

How may electronic observation techniques be used in supermarkets?

Q: What are the requirements for inferring a causal relationship between two variables

What are the requirements for inferring a causal relationship between two variables?

Q: Compare the characteristics of laboratory and field experimentation.

Compare the characteristics of laboratory and field experimentation.

Q: Should descriptive research be used for investigating causal relationships? Why

Should descriptive research be used for investigating causal relationships? Why or why not?

Q: What is test marketing? What are the major types of test

What is test marketing? What are the major types of test marketing?

Q: What is the main difference between a standard test market and a

What is the main difference between a standard test market and a controlled test market?

Q: Differentiate between internal and external validity.

Differentiate between internal and external validity.

Q: Is it necessary for every research project to have a set of

Is it necessary for every research project to have a set of hypotheses? Why or why not?

Q: List any five extraneous variables and give an example to show how

List any five extraneous variables and give an example to show how each can reduce internal validity.

Q: Describe the various methods for controlling extraneous sources of variation.

Describe the various methods for controlling extraneous sources of variation.

Q: What is the key characteristic that distinguishes true experimental designs from pre

What is the key characteristic that distinguishes true experimental designs from pre-experimental designs?

Q: List the steps involved in implementing the post-test-only

List the steps involved in implementing the post-test-only control group design. Describe the design symbolically.

Q: What is a time series experiment? When is it used?

What is a time series experiment? When is it used?

Q: How is a multiple time series design different from a basic time

How is a multiple time series design different from a basic time series design?

Q: What advantages do statistical designs have over basic designs?

What advantages do statistical designs have over basic designs?

Q: What is measurement?

What is measurement?

Q: What are the major decisions involved in constructing 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?

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?

Q: Describe the constant sum scale. How is it different from the

Describe the constant sum scale. How is it different from the other comparative rating scales?

Q: Identify the type of scale (nominal, ordinal, interval or

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 Agr...

Q: What are some differences between a marketing decision problem and a marketing

What are some differences between a marketing decision problem and a marketing research problem?

Q: Describe the semantic differential scale and the Likert scale. For what

Describe the semantic differential scale and the Likert scale. For what purposes are these scales used?

Q: What is the purpose of a questionnaire?

What is the purpose of a questionnaire?

Q: What are the issues involved in designing multiple-choice questions?

What are the issues involved in designing multiple-choice questions?

Q: What are the guidelines available for deciding on question wording?

What are the guidelines available for deciding on question wording?

Q: What is a leading question? Give an example.

What is a leading question? Give an example.

Q: What is the proper order for questions intended to obtain basic,

What is the proper order for questions intended to obtain basic, classification and identification information?

Q: What guidelines are available for deciding on the form and layout of

What guidelines are available for deciding on the form and layout of a questionnaire?

Q: Describe the issues involved in pilot-testing a questionnaire.

Describe the issues involved in pilot-testing a questionnaire.

Q: What expectations does the researcher have of potential questionnaire participants – in

What expectations does the researcher have of potential questionnaire participants – in terms of how they will react to the experience of completing a questionnaire?

Q: What does the researcher have to offer potential questionnaire participants?

What does the researcher have to offer potential questionnaire participants? Why should this question be considered?

Q: Describe the factors that may affect the approach to a research problem

Describe the factors that may affect the approach to a research problem.

Q: How would you determine whether a specific question should be included in

How would you determine whether a specific question should be included in a questionnaire?

Q: What are the reasons why participants may be (a)

What are the reasons why participants may be (a) unable to answer and (b) unwilling to answer the question asked?

Q: Explain the errors of omission, telescoping and creation. What can

Explain the errors of omission, telescoping and creation. What can be done to reduce such errors?

Q: Explain the concepts of aided and unaided recall.

Explain the concepts of aided and unaided recall.

Q: What can a researcher do to make the request for information seem

What can a researcher do to make the request for information seem legitimate?

Q: What are the advantages and disadvantages of unstructured questions?

What are the advantages and disadvantages of unstructured questions?

Q: Under what conditions would a sample be preferable to a census?

Under what conditions would a sample be preferable to a census? A census preferable to a sample?

Q: Describe snowball sampling. How may the technique be supported by qualitative

Describe snowball sampling. How may the technique be supported by qualitative research techniques?

Q: What are the distinguishing features of simple random sampling?

What are the distinguishing features of simple random sampling?

Q: Describe the procedure for selecting a systematic random sample.

Describe the procedure for selecting a systematic random sample.

Q: What is the role of theory in the development of a research

What is the role of theory in the development of a research approach?

Q: Describe stratified sampling. What are the criteria for the selection of

Describe stratified sampling. What are the criteria for the selection of stratification variables?

Q: What are the differences between proportionate and disproportionate stratified sampling?

What are the differences between proportionate and disproportionate stratified sampling?

Q: Describe the cluster sampling procedure. What is the key distinction between

Describe the cluster sampling procedure. What is the key distinction between cluster sampling and stratified sampling?

Q: Describe the sampling design process.

Describe the sampling design process.

Q: How should the target population be defined? How does this definition

How should the target population be defined? How does this definition link with the definition of a marketing research problem?

Q: What is a sampling unit? How is it different from the

What is a sampling unit? How is it different from the population element?

Q: To what extent may the availability of sampling frames determine the definition

To what extent may the availability of sampling frames determine the definition of a population?

Q: What qualitative factors should be considered in determining the sample size?

What qualitative factors should be considered in determining the sample size?

Q: How do probability sampling techniques differ from non-probability sampling techniques

How do probability sampling techniques differ from non-probability sampling techniques? What factors should be considered in choosing between probability and non-probability sampling?

Q: What is the least expensive and least time-consuming of all

What is the least expensive and least time-consuming of all sampling techniques? What are the major limitations of this technique?

Q: What kinds of decisions are made by marketing managers? How does

What kinds of decisions are made by marketing managers? How does marketing research help in supporting these decisions?

Q: Why is it vital to define the marketing research problem correctly?

Why is it vital to define the marketing research problem correctly?

Q: What is the major difference between judgemental and convenience sampling? Give

What is the major difference between judgemental and convenience sampling? Give examples of where each of these techniques may be successfully applied.

Q: Define: a. the sampling distribution b. finite

Define: a. the sampling distribution b. finite population correction c. confidence intervals.

Q: Define what is meant by absolute precision and relative precision when estimating

Define what is meant by absolute precision and relative precision when estimating a population proportion.

Q: Describe the procedure for determining the sample size necessary to estimate a

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 i...

Q: When several parameters are being estimated, what is the procedure for

When several parameters are being estimated, what is the procedure for determining the sample size?

Q: Define incidence rate and completion rate. How do these rates affect

Define incidence rate and completion rate. How do these rates affect the determination of the final sample size?

Q: What strategies are available for adjusting for non-response?

What strategies are available for adjusting for non-response?

Q: Describe the difference between absolute precision and relative precision when estimating a

Describe the difference between absolute precision and relative precision when estimating a population mean.

Q: How do the degree of confidence and the degree of precision differ

How do the degree of confidence and the degree of precision differ?

Q: Describe the procedure for determining the sample size necessary to estimate a

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 select...

Q: What is the role of the researcher in the problem definition process

What is the role of the researcher in the problem definition process?

Q: Describe the procedure for determining the sample size necessary to estimate a

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 sam...

Q: Why do researchers need to use survey fieldworkers?

Why do researchers need to use survey fieldworkers?

Q: What aspects are involved in the supervision of survey fieldworkers?

What aspects are involved in the supervision of survey fieldworkers?

Q: How can participant selection problems be controlled?

How can participant selection problems be controlled?

Q: What is validation of survey fieldwork? How is this done?

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

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

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

Q: Comment on the following field situations, making recommendations for corrective action

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 sit...

Q: Describe the survey fieldwork/data-collection process.

Describe the survey fieldwork/data-collection process.

Q: What qualifications should survey fieldworkers possess?

What qualifications should survey fieldworkers possess?

Q: What are the guidelines for asking questions?

What are the guidelines for asking questions?

Q: What are the components of a marketing research brief?

What are the components of a marketing research brief?

Q: Describe and illustrate the differences between probing in a survey and in

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

Q: Evaluate what may be done to help interviewers probe correctly and consistently

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

Q: Outline the advantages and disadvantages of the interviewer developing a rapport with

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

Q: How should the answers to unstructured questions be recorded?

How should the answers to unstructured questions be recorded?

Q: How should the survey fieldworker conclude an interview?

How should the survey fieldworker conclude an interview?

Q: Describe the nature of social media research.

Describe the nature of social media research.

Q: What is sentiment analysis? Why can automated sentiment analysis of social

What is sentiment analysis? Why can automated sentiment analysis of social media be so difficult?

Q: What is the difference between social media and social networks?

What is the difference between social media and social networks?

Q: What are the key differences between active and passive forms of social

What are the key differences between active and passive forms of social media research?

Q: What is crowdsourcing? What are the advantages and disadvantages of this

What is crowdsourcing? What are the advantages and disadvantages of this method?

Q: What are the components of a marketing research proposal?

What are the components of a marketing research proposal?

Q: What is gamification and how can gamification techniques be used to improve

What is gamification and how can gamification techniques be used to improve research?

Q: What is an MROC? How does use of an MROC differ

What is an MROC? How does use of an MROC differ from passive approaches to research?

Q: Why is analysing image data on social media important?

Why is analysing image data on social media important?

Q: Discuss the key challenges relating to accessing social media data for research

Discuss the key challenges relating to accessing social media data for research.

Q: What do we mean by ‘mobile devices’? Where does the

What do we mean by ‘mobile devices’? Where does the boundary lie between mobile and non-mobile devices?

Q: What kind of research activity is SMS-based research appropriate for

What kind of research activity is SMS-based research appropriate for?

Q: What does ‘mobile first’ mean for research designs?

What does ‘mobile first’ mean for research designs?

Q: What is passive data? Give some examples of types of passive

What is passive data? Give some examples of types of passive data collection that can be carried out with mobile devices.

Q: What are wearables? How could they be used in marketing research

What are wearables? How could they be used in marketing research?

Q: Describe the data integrity process. Why is this process needed?

Describe the data integrity process. Why is this process needed?

Q: How may a researcher be creative in interpreting a research brief and

How may a researcher be creative in interpreting a research brief and developing a research proposal?

Q: What kinds of statistical adjustments are sometimes made to the data?

What kinds of statistical adjustments are sometimes made to the data?

Q: Describe the weighting process. What are the reasons for weighting?

Describe the weighting process. What are the reasons for weighting?

Q: What are dummy variables? Why are such variables created?

What are dummy variables? Why are such variables created?

Q: Explain why scale transformations are made.

Explain why scale transformations are made.

Q: Which scale transformation procedure is most commonly used? Briefly describe this

Which scale transformation procedure is most commonly used? Briefly describe this procedure.

Q: What considerations are involved in selecting a data analysis strategy?

What considerations are involved in selecting a data analysis strategy?

Q: What activities are involved in the preliminary checking of questionnaires that have

What activities are involved in the preliminary checking of questionnaires that have been returned from the field?

Q: What is meant by editing a questionnaire?

What is meant by editing a questionnaire?

Q: How are unsatisfactory responses that are discovered in editing treated?

How are unsatisfactory responses that are discovered in editing treated?

Q: What is the difference between pre-coding and post-coding

What is the difference between pre-coding and post-coding?

Q: What is the significance of the ‘background’ section of a research

What is the significance of the ‘background’ section of a research brief and research proposal?

Q: Describe the guidelines for the coding of unstructured questions.

Describe the guidelines for the coding of unstructured questions.

Q: What does transcribing the data involve?

What does transcribing the data involve?

Q: What kinds of consistency checks are made in cleaning the data?

What kinds of consistency checks are made in cleaning the data?

Q: What options are available for the treatment of missing data?

What options are available for the treatment of missing data?

Q: Describe the procedure for computing frequencies.

Describe the procedure for computing frequencies.

Q: Discuss the reasons for the frequent use of cross-tabulations.

Discuss the reasons for the frequent use of cross-tabulations. What are some of the limitations?

Q: Present a classification of hypothesis testing procedures.

Present a classification of hypothesis testing procedures.

Q: Describe the general procedure for conducting a t test.

Describe the general procedure for conducting a t test.

Q: What measures of location are commonly computed?

What measures of location are commonly computed?

Q: How is the relative flatness or peakedness of a distribution measured?

How is the relative flatness or peakedness of a distribution measured?

Q: Describe some of the reasons why management are often not clear about

Describe some of the reasons why management are often not clear about the ‘real’ research problem that needs to be addressed.

Q: What is a skewed distribution? What does it mean?

What is a skewed distribution? What does it mean?

Q: What is the major difference between cross-tabulation and frequency distribution

What is the major difference between cross-tabulation and frequency distribution?

Q: What is the general rule for computing percentages in cross-tabulations

What is the general rule for computing percentages in cross-tabulations?

Q: Discuss the similarities and differences between analysis of variance and analysis of

Discuss the similarities and differences between analysis of variance and analysis of covariance.

Q: What is meant by repeated measures ANOVA? Describe the decomposition of

What is meant by repeated measures ANOVA? Describe the decomposition of variation in repeated measures ANOVA.

Q: What are the differences between metric and non-metric analyses of

What are the differences between metric and non-metric analyses of variance?

Q: Describe two tests used for examining differences in central tendencies in non

Describe two tests used for examining differences in central tendencies in non-metric ANOVA.

Q: What is multivariate analysis of variance? When is it appropriate?

What is multivariate analysis of variance? When is it appropriate?

Q: What is the relationship between analysis of variance and the t test

What is the relationship between analysis of variance and the t test?

Q: What is total variation? How is it decomposed in a one

What is total variation? How is it decomposed in a one-way analysis of variance?

Q: What interrelated events occur in the environmental context of a research problem

What interrelated events occur in the environmental context of a research problem?

Q: What is the null hypothesis in one-way ANOVA? What

What is the null hypothesis in one-way ANOVA? What basic statistic is used to test the null hypothesis in one-way ANOVA? How is this statistic computed?

Q: How is the relative importance of factors measured in a balanced design

How is the relative importance of factors measured in a balanced design?

Q: What is the product moment correlation coefficient? Does a product moment

What is the product moment correlation coefficient? Does a product moment correlation of zero between two variables imply that the variables are not related to each other?

Q: What is gained by an examination of residuals?

What is gained by an examination of residuals?

Q: Explain the stepwise regression approach. What is its purpose?

Explain the stepwise regression approach. What is its purpose?

Q: What is multicollinearity? What problems can arise because of multicollinearity?

What is multicollinearity? What problems can arise because of multicollinearity?

Q: Describe the cross-validation procedure. Describe double cross-validation

Describe the cross-validation procedure. Describe double cross-validation.

Q: What are some of the measures used to assess the relative importance

What are some of the measures used to assess the relative importance of predictors in multiple regression?

Q: Demonstrate the equivalence of regression with dummy variables to one-way

Demonstrate the equivalence of regression with dummy variables to one-way ANOVA.

Q: What are the main uses of regression analysis?

What are the main uses of regression analysis?

Q: Define research design in your own words.

Define research design in your own words.

Q: What is the least squares procedure?

What is the least squares procedure?

Q: How is the strength of association measured in bivariate regression? In

How is the strength of association measured in bivariate regression? In multiple regression?

Q: What is meant by prediction accuracy? What is the standard error

What is meant by prediction accuracy? What is the standard error of the estimate?

Q: What is multiple regression? How is it different from bivariate regression

What is multiple regression? How is it different from bivariate regression?

Q: Explain the meaning of a partial regression coefficient. Why is it

Explain the meaning of a partial regression coefficient. Why is it called that?

Q: State the null hypothesis in testing the significance of the overall multiple

State the null hypothesis in testing the significance of the overall multiple regression equation. How is this null hypothesis tested?

Q: What are the objectives of discriminant analysis?

What are the objectives of discriminant analysis?

Q: Explain the concept of structure correlations.

Explain the concept of structure correlations.

Q: How is the statistical significance of discriminant analysis determined?

How is the statistical significance of discriminant analysis determined?

Q: Describe a common procedure for determining the validity of discriminant analysis.

Describe a common procedure for determining the validity of discriminant analysis.

Q: Compare and contrast cross-sectional and longitudinal designs.

Compare and contrast cross-sectional and longitudinal designs.

Q: When the groups are of equal size, how is the accuracy

When the groups are of equal size, how is the accuracy of chance classification determined?

Q: How does the stepwise discriminant procedure differ from the direct method?

How does the stepwise discriminant procedure differ from the direct method?

Q: Describe four examples of the application of discriminant analysis.

Describe four examples of the application of discriminant analysis.

Q: Describe the relationship of discriminant analysis to regression and ANOVA.

Describe the relationship of discriminant analysis to regression and ANOVA.

Q: What are the steps involved in conducting discriminant analysis?

What are the steps involved in conducting discriminant analysis?

Q: How should the total sample be split for estimation and validation purposes

How should the total sample be split for estimation and validation purposes?

Q: What is Wilks’ λ? For what purpose is it used?

What is Wilks’ λ? For what purpose is it used?

Q: What is the standard error of the mean?

What is the standard error of the mean?

Q: What is the procedure for constructing a confidence interval around a mean

What is the procedure for constructing a confidence interval around a mean?

Q: What are the advantages of a ratio scale over an interval scale

What are the advantages of a ratio scale over an interval scale? Are these advantages significant?

Q: What do you see as the major challenges for researchers that emerge

What do you see as the major challenges for researchers that emerge from the ESOMAR definition of marketing research?

Q: Describe cohort analysis. Why is it of special interest?

Describe cohort analysis. Why is it of special interest?

Q: Evaluate the factors that have led to the growth of social media

Evaluate the factors that have led to the growth of social media research.

Q: What are the advantages to the researcher of having an app for

What are the advantages to the researcher of having an app for their MROC?

Q: Why do researchers need to be careful when using mobile-based

Why do researchers need to be careful when using mobile-based image or video functionality as part of a mystery shopping exercise?

Q: How is the sample size affected when the absolute precision with which

How is the sample size affected when the absolute precision with which a population mean is estimated is doubled?

Q: How is the sample size affected when the degree of confidence with

How is the sample size affected when the degree of confidence with which a population mean is estimated increases from 95% to 99%?

Q: Why do researchers need to be careful when carrying out telephone research

Why do researchers need to be careful when carrying out telephone research with mobile devices?

Q: What are the circumstances under which a researcher would use a mobile

What are the circumstances under which a researcher would use a mobile app rather than a mobile web browser?

Q: How can the researcher ensure that the generated confidence interval will be

How can the researcher ensure that the generated confidence interval will be no larger than the desired interval when estimating a population proportion?

Q: What is the major difference between parametric and non-parametric tests

What is the major difference between parametric and non-parametric tests?

Q: Describe the major sources of error related to survey fieldwork.

Describe the major sources of error related to survey fieldwork.

Q: What is a causal research design? What is its purpose?

What is a causal research design? What is its purpose?

Q: Which non-parametric tests are the counterparts of the paired samples

Which non-parametric tests are the counterparts of the paired samples t test for parametric data?

Q: Which non-parametric tests are the counterparts of the two-

Which non-parametric tests are the counterparts of the two-independent samples t test for parametric data?

Q: What measures of variability are commonly computed?

What measures of variability are commonly computed?

Q: Define a spurious correlation.

Define a spurious correlation.

Q: What is meant by a suppressed association? How is it revealed

What is meant by a suppressed association? How is it revealed?

Q: What is an a priori contrast?

What is an a priori contrast?

Q: What is the most powerful test for making a posteriori contrasts?

What is the most powerful test for making a posteriori contrasts? Which test is the most conservative?

Q: How does n-way analysis of variance differ from the one

How does n-way analysis of variance differ from the one-way procedure?

Q: How is the total variation decomposed in n-way analysis of

How is the total variation decomposed in n-way analysis of variance?

Q: What is the most common use of the covariate in ANCOVA?

What is the most common use of the covariate in ANCOVA?

Q: What is the relationship between exploratory, descriptive and causal research?

What is the relationship between exploratory, descriptive and causal research?

Q: What is the difference between ordinal and disordinal interaction?

What is the difference between ordinal and disordinal interaction?

Q: Explain the meaning of standardised regression coefficients.

Explain the meaning of standardised regression coefficients.

Q: What is a classification matrix?

What is a classification matrix?

Q: What is the main distinction between two-group and multiple discriminant

What is the main distinction between two-group and multiple discriminant analysis?

Q: Define discriminant scores.

Define discriminant scores.

Q: Explain what is meant by an eigenvalue.

Explain what is meant by an eigenvalue.

Q: Describe a line chart. What kind of information is commonly displayed

Describe a line chart. What kind of information is commonly displayed using such charts?

Q: What potential sources of error can affect a research design?

What potential sources of error can affect a research design?

Q: Why is it important to minimise total error rather than any particular

Why is it important to minimise total error rather than any particular source of error?

Q: What expectations do marketing decision makers have of research designs?

What expectations do marketing decision makers have of research designs?

Q: How does the subject of a study, as seen by potential

How does the subject of a study, as seen by potential research participants, affect research design?

Q: How does formulating a research design differ from developing an approach to

How does formulating a research design differ from developing an approach to a problem?

Q: Differentiate between exploratory and conclusive research.

Differentiate between exploratory and conclusive research.

Q: What are the major purposes for which exploratory research is conducted?

What are the major purposes for which exploratory research is conducted?

Q: How may the effective problem-identification research enhance the practice of

How may the effective problem-identification research enhance the practice of problem-solving research?

Q: Describe how quantitative techniques may be used in exploratory research.

Describe how quantitative techniques may be used in exploratory research.

Q: What are the major purposes for which descriptive research is conducted?

What are the major purposes for which descriptive research is conducted?

Q: Discuss the advantages and disadvantages of access panels.

Discuss the advantages and disadvantages of access panels.

Q: What are the differences between primary data, secondary data and marketing

What are the differences between primary data, secondary data and marketing intelligence?

Q: To what extent should you use a secondary data source if you

To what extent should you use a secondary data source if you cannot see any explicit objectives attached to that research?

Q: If you had two sources of secondary data for a project,

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?

Q: Evaluate the desirability of using multiple sources of secondary data and intelligence

Evaluate the desirability of using multiple sources of secondary data and intelligence.

Q: List and describe the main types of syndicated sources of secondary data

List and describe the main types of syndicated sources of secondary data.

Q: Explain what an online panel is, giving examples of different types

Explain what an online panel is, giving examples of different types of panel. What are the advantages and disadvantages of online panels?

Q: What is an audit? Describe the uses, advantages and disadvantages

What is an audit? Describe the uses, advantages and disadvantages of audits.

Q: What challenges exist in trying to quantify the size and growth of

What challenges exist in trying to quantify the size and growth of the marketing research industry on a global basis?

Q: What are the relative advantages and disadvantages of secondary data?

What are the relative advantages and disadvantages of secondary data?

Q: At what stages of the marketing research process can secondary data be

At what stages of the marketing research process can secondary data be used?

Q: Why is it important to locate and analyse secondary data before progressing

Why is it important to locate and analyse secondary data before progressing to primary data?

Q: How may secondary data be used to validate qualitative research findings?

How may secondary data be used to validate qualitative research findings?

Q: What is the difference between internal and external secondary data?

What is the difference between internal and external secondary data?

Q: How can intranets help in the location and dissemination of secondary data

How can intranets help in the location and dissemination of secondary data?

Q: By what criteria may secondary data be evaluated?

By what criteria may secondary data be evaluated?

Q: What criteria would you look for when examining the design and specifications

What criteria would you look for when examining the design and specifications of secondary data? Why is it important to examine these criteria?

Q: How may ‘operational data’ held in organisations help to build up

How may ‘operational data’ held in organisations help to build up an understanding of customer behaviour?

Q: How does the compilation of different types of data help to build

How does the compilation of different types of data help to build a strong ‘picture’ of consumer characteristics?

Q: Explain one way to classify marketing research suppliers and services.

Explain one way to classify marketing research suppliers and services.

Q: What is big data? What are the core dimensions of big

What is big data? What are the core dimensions of big data (the four Vs)?

Q: What might be the limitations of using Google Analytics as a source

What might be the limitations of using Google Analytics as a source of data for marketing research projects?

Q: What kinds of data can be gathered through electronic scanner devices?

What kinds of data can be gathered through electronic scanner devices?

Q: What other sources, beyond electronic scanner devices, electronically observe customer

What other sources, beyond electronic scanner devices, electronically observe customer behaviour?

Q: Describe the benefits to the marketing decision maker of being able to

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.

Q: Describe the benefits to the researcher of being able to capture data

Describe the benefits to the researcher of being able to capture data that identify characteristics of consumers and their shopping behaviour in a store.

Q: Why may the characteristics of consumers differ, based upon where they

Why may the characteristics of consumers differ, based upon where they live?

Q: What is a geodemographic classification of consumers?

What is a geodemographic classification of consumers?

Q: How may data from customer relationship management systems support the practice of

How may data from customer relationship management systems support the practice of marketing research?

Q: How may the data from web analytics support the practice of marketing

How may the data from web analytics support the practice of marketing research?

Q: Describe the steps in the marketing-research process.

Describe the steps in the marketing-research process.

Q: What criticisms do qualitative researchers make of the approaches adopted by quantitative

What criticisms do qualitative researchers make of the approaches adopted by quantitative researchers, and vice versa?

Q: Describe and illustrate two research techniques that may be utilised in ethnographic

Describe and illustrate two research techniques that may be utilised in ethnographic research.

Q: What stages are involved in the application of a grounded theory approach

What stages are involved in the application of a grounded theory approach?

Q: Is it possible for researchers to be objective?

Is it possible for researchers to be objective?

Q: What does ‘listening’ mean for the qualitative researcher? How may

What does ‘listening’ mean for the qualitative researcher? How may researchers ‘listen’ to consumers?

Q: Describe the key elements to be balanced in the application of action

Describe the key elements to be balanced in the application of action research.

Q: What do you see as the key advantages and challenges of conducting

What do you see as the key advantages and challenges of conducting qualitative research online?

Q: Why is it not always possible or desirable to use quantitative marketing

Why is it not always possible or desirable to use quantitative marketing research techniques?

Q: Evaluate the differences between a European and an American approach to qualitative

Evaluate the differences between a European and an American approach to qualitative research.

Q: Describe the characteristics of positivist and interpretivist researchers.

Describe the characteristics of positivist and interpretivist researchers.

Q: Explain why there may be the need for iterations between stages of

Explain why there may be the need for iterations between stages of the marketing-research process.

Q: In what ways may the positivist and the interpretivist view potential research

In what ways may the positivist and the interpretivist view potential research participants?

Q: What role does theory play in the approaches adopted by positivist and

What role does theory play in the approaches adopted by positivist and interpretivist researchers?

Q: What does ethnographic research aim to achieve in the study of consumers

What does ethnographic research aim to achieve in the study of consumers?

Q: What is netnography? What additional consumer insights can netnography deliver?

What is netnography? What additional consumer insights can netnography deliver?

Q: Why may marketing decision makers wish to understand the context of consumption

Why may marketing decision makers wish to understand the context of consumption?

Q: Why may researchers not wish to fully reveal the purpose of a

Why may researchers not wish to fully reveal the purpose of a focus group discussion with participants before it starts?

Q: What can the researcher do to make potential participants want to take

What can the researcher do to make potential participants want to take part in a focus group?

Q: What determines the number of focus groups that should be undertaken in

What determines the number of focus groups that should be undertaken in any research project?

Q: Describe the purpose and benefits of using stimulus material in a focus

Describe the purpose and benefits of using stimulus material in a focus group.

Q: What is an online focus group? What are the distinct advantages

What is an online focus group? What are the distinct advantages and disadvantages of running online compared with traditional focus groups?

Q: What arguments can be used by sceptics of marketing research?

What arguments can be used by sceptics of marketing research?

Q: Describe the opportunities and difficulties that may occur if alcoholic drinks are

Describe the opportunities and difficulties that may occur if alcoholic drinks are served during focus group discussions.

Q: What is a Marketing Research Online Community (MROC)? How can

What is a Marketing Research Online Community (MROC)? How can an MROC be viewed as a group-based qualitative research technique?

Q: What are the key benefits and drawbacks of conducting focus group discussions

What are the key benefits and drawbacks of conducting focus group discussions?

Q: What are the difficulties in conducting focus groups with managers or professionals

What are the difficulties in conducting focus groups with managers or professionals?

Q: What determines the questions, issues and probes used in a focus

What determines the questions, issues and probes used in a focus group?

Q: Evaluate the purpose of running an experimental focus group discussion.

Evaluate the purpose of running an experimental focus group discussion.

Q: What does a ‘comfortable setting’ mean in the context of running

What does a ‘comfortable setting’ mean in the context of running a focus group?

Q: To what extent can a moderator achieve an ‘objective detachment’ from

To what extent can a moderator achieve an ‘objective detachment’ from a focus group discussion?

Q: Why is the focus group moderator so important to the success of

Why is the focus group moderator so important to the success of a focus group discussion?

Q: What are the relative advantages and disadvantages of being able to observe

What are the relative advantages and disadvantages of being able to observe covertly a focus group discussion?

Q: Based on your understanding of Chapter 1, what kind of information

Based on your understanding of Chapter 1, what kind of information about products, services, and customers should the owners of Santa Fe Grill consider collecting?

Q: What challenges do researchers face in conducting research with the Latino marketplace

What challenges do researchers face in conducting research with the Latino marketplace online? How can researchers minimize the effects of these difficulties?

Q: What are relationships? What is a positive relationship? What is

What are relationships? What is a positive relationship? What is a negative relationship? Give an example of a positive and a negative relationship.

Q: What is the difference between a parameter and a sample statistic?

What is the difference between a parameter and a sample statistic?

Q: What are the major differences between quantitative and qualitative research methods?

What are the major differences between quantitative and qualitative research methods? What skills must a researcher have to develop and implement each type of design?

Q: Compare the unique characteristics, main research objectives, and advantages/

Compare the unique characteristics, main research objectives, and advantages/disadvantages of the in-depth and focus group interviewing techniques.

Q: Explain the pros and cons of using qualitative research in each of

Explain the pros and cons of using qualitative research in each of the following situations: Adding carbonation to Gatorade and selling it as a true soft drink b. Finding new consumption usages for A...

Q: What are the characteristics of a good focus group moderator? What

What are the characteristics of a good focus group moderator? What is the purpose of a moderator’s guide?

Q: Why is it important to have 8 to 12 participants in a

Why is it important to have 8 to 12 participants in a focus group? What difficulties might exist in meeting that objective?

Q: Why are the screening activities so important in the selection of focus

Why are the screening activities so important in the selection of focus group participants? Develop a screening form that would allow you to select participants for a focus group on the benefits and c...

Q: What are the advantages and disadvantages of online focus group interviews compared

What are the advantages and disadvantages of online focus group interviews compared to face-to-face group interviews?

Q: What are the advantages and disadvantages of ethnography as compared to other

What are the advantages and disadvantages of ethnography as compared to other qualitative techniques?

Q: Think of one or two cultures or subcultures with which you are

Think of one or two cultures or subcultures with which you are at least somewhat familiar. Would qualitative research be especially useful for these cultures? Why, or why not?

Q: Develop a word association test that will provide some insight to the

Develop a word association test that will provide some insight to the following information research question: What are college students’ perceptions of their university’s student union?

Q: Identify and discuss the advantages and disadvantages of using quantitative survey research

Identify and discuss the advantages and disadvantages of using quantitative survey research methods to collect primary data in marketing research.

Q: Explain the difference between internal validity and external validity.

Explain the difference between internal validity and external validity.

Q: What are the advantages and disadvantages of field experiments?

What are the advantages and disadvantages of field experiments?

Q: What are the three factors that affect choice of appropriate survey method

What are the three factors that affect choice of appropriate survey method? How do these factors differ in person-administered surveys as opposed to self-administered surveys?

Q: Explain why survey designs that include a trained interviewer are more appropriate

Explain why survey designs that include a trained interviewer are more appropriate than computer-assisted survey designs in situations where the task difficulty and stimuli requirements are extensive....

Q: Explain the major differences between in-home interviews and mall-

Explain the major differences between in-home interviews and mall-intercept interviews. Make sure you include their advantages and disadvantages.

Q: How might measurement and design errors affect respondent errors?

How might measurement and design errors affect respondent errors?

Q: Develop three recommendations to help researchers increase the response rates in direct

Develop three recommendations to help researchers increase the response rates in direct mail and telephone-administered surveys.

Q: What is “nonresponse”? Identify four types of nonresponse found in

What is “nonresponse”? Identify four types of nonresponse found in surveys.

Q: What was Lee Apparel Company’s overall goal for conducting such an extensive

What was Lee Apparel Company’s overall goal for conducting such an extensive test market of its new line of jeans under the brand name “Riders”? In your opinion did the company achieve its goal? Why,...

Q: What are the advantages and disadvantages associated with online surveys?

What are the advantages and disadvantages associated with online surveys?

Q: Redesign questions # 26 to 29 on the survey using a rating

Redesign questions # 26 to 29 on the survey using a rating scale that will enable you to obtain the “degree of importance” a customer might attach to each of the four listed attributes in selecting a...

Q: What are the benefits and limitations of comparative scale measurements? Design

What are the benefits and limitations of comparative scale measurements? Design a ranking order scale that will enable you to determine brand preference between Bud Light, Miller Lite, Coors Light, an...

Q: Identify and explain the strengths and weaknesses associated with the test market

Identify and explain the strengths and weaknesses associated with the test market process used by the Lee Apparel Company.

Q: In your opinion, should the company give consideration to the development

In your opinion, should the company give consideration to the development and implementation of Internet-based test marketing strategies? Why, or why not?

Q: How many questions should the survey contain to adequately address all possible

How many questions should the survey contain to adequately address all possible new menu items, including the notion of assessing the desirability of new cuisines? In short, how can it be determined t...

Q: How should the potential respondents be selected for the survey? Should

How should the potential respondents be selected for the survey? Should customers be interviewed while they are dining? Should customers be asked to participate in the survey upon exiting the restaura...

Q: How many new menu items can be examined on the survey?

How many new menu items can be examined on the survey? Remember, all potential menu possibilities should be assessed but you must have a manageable number of questions so the survey can be performed i...

Q: Determine the appropriate sample design. Develop a sample design proposal for

Determine the appropriate sample design. Develop a sample design proposal for the Santa Fe Grill that addresses the following: Should a probability or nonprobability sample be used? Given your answer,...

Q: In your judgment, what level of scale design would be the

In your judgment, what level of scale design would be the most appropriate in creating the necessary scale measurements for collecting primary data on each construct?

Q: Is a research project actually needed? Is the best approach a

Is a research project actually needed? Is the best approach a survey of customers? Should employees also be surveyed? Why or why not?

Q: For each construct, design an example of the actual scale measurement

For each construct, design an example of the actual scale measurement that could be used by Burke, Inc. to collect the data.

Q: What are several weaknesses associated with how Burke, Inc. measured

What are several weaknesses associated with how Burke, Inc. measured its Secure Customer Index® (SCI®)? Make sure you clearly identify each weakness and explain why you feel it is a weakness.

Q: If you were the lead researcher, what types of scale measurement

If you were the lead researcher, what types of scale measurement would you have used to collect the needed data for calculating SCI®? Why? Write some scale measurements you would use.

Q: Do you agree or disagree with the Burke, Inc. interpretation

Do you agree or disagree with the Burke, Inc. interpretation of the value they provide their clients using the Customer Loyalty Index? Support your response.

Q: Based on the research objectives, does the self-administered questionnaire

Based on the research objectives, does the self-administered questionnaire, in its current form, correctly illustrate sound questionnaire design principles? Please explain why or why not.

Q: Overall, is the current survey design able to capture the required

Overall, is the current survey design able to capture the required data needed to address all the stated research objectives? Why, or why not? If changes are needed, how would you change the survey’s...

Q: Evaluate the “screener” used to qualify the respondents. Are

Evaluate the “screener” used to qualify the respondents. Are there any changes needed? Why, or why not?

Q: Should the Deli Depot questionnaire have screening questions?

Should the Deli Depot questionnaire have screening questions?

Q: Consider the guidelines on questionnaire design you learned in Chapter 8.

Consider the guidelines on questionnaire design you learned in Chapter 8. How would you improve the Deli Depot questionnaire?

Q: What are other areas of improvement for Remington’s?

What are other areas of improvement for Remington’s?

Q: Are there other questions that should be asked in the project?

Are there other questions that should be asked in the project?

Q: Run post-hoc ANOVA tests between competitor groups. What additional

Run post-hoc ANOVA tests between competitor groups. What additional problems or challenges does this reveal?

Q: What new marketing strategies would you suggest?

What new marketing strategies would you suggest?

Q: Will the results of this regression model be useful to the QualKote

Will the results of this regression model be useful to the QualKote plant manager? If yes, how?

Q: Which independent variables are helpful in predicting A36–Customer Satisfaction?

Which independent variables are helpful in predicting A36–Customer Satisfaction?

Q: How would the manager interpret the mean values for the variables reported

How would the manager interpret the mean values for the variables reported in Exhibit 12.22?

Q: What other regression models might be examined with the questions from this

What other regression models might be examined with the questions from this survey?

Q: What other issues can be examined with this survey?

What other issues can be examined with this survey?

Q: What problems do you see with the questionnaire?

What problems do you see with the questionnaire?

Q: What are the important topics to include in a presentation of the

What are the important topics to include in a presentation of the findings?

Q: How might a faulty problem definition error affect the implementation of a

How might a faulty problem definition error affect the implementation of a mail survey?

Q: If this proposal is accepted, will it achieve the objectives of

If this proposal is accepted, will it achieve the objectives of management?

Q: Why do many research studies place heavy emphasis on correctly defining a

Why do many research studies place heavy emphasis on correctly defining a target population rather than a total population?

Q: Explain the relationship between sample sizes and sampling error. How does

Explain the relationship between sample sizes and sampling error. How does sampling error occur in survey research?

Q: Among the four basic levels of scales, which one provides the

Among the four basic levels of scales, which one provides the researcher with the most information?

Q: Explain the main differences between interval and ratio scale measurements.

Explain the main differences between interval and ratio scale measurements.

Q: What are the major differences between ordinal and interval scales? In

What are the major differences between ordinal and interval scales? In your response include an example of each type of scale.

Q: Explain the major differences between “rating” and “ranking”

Explain the major differences between “rating” and “ranking” scales. Which is a better scale measurement technique for collecting attitudinal data on sales force performance of people who sell commerc...

Q: Discuss the advantages and disadvantages of using unstructured (open-ended

Discuss the advantages and disadvantages of using unstructured (open-ended) and structured (closed-ended) questions in developing an online, self-administered survey instrument.

Q: Explain the role of a questionnaire in the research process. What

Explain the role of a questionnaire in the research process. What should be the role of the client during the questionnaire development process?

Q: What are the guidelines for deciding the format and layout of a

What are the guidelines for deciding the format and layout of a questionnaire?

Q: What makes a question bad? Develop three examples of bad questions

What makes a question bad? Develop three examples of bad questions. Rewrite your examples so they could be judged as good questions.

Q: Is the target population being interviewed the appropriate one?

Is the target population being interviewed the appropriate one?

Q: Discuss the value of a good questionnaire design.

Discuss the value of a good questionnaire design.

Q: Discuss the main benefits of including a brief introductory section in questionnaires

Discuss the main benefits of including a brief introductory section in questionnaires.

Q: Unless needed for screening purposes, why shouldn’t demographic questions be asked

Unless needed for screening purposes, why shouldn’t demographic questions be asked up front in questionnaire?

Q: How are quantitative and qualitative data analyses different?

How are quantitative and qualitative data analyses different?

Q: Describe the three steps in qualitative data analysis, and explain how

Describe the three steps in qualitative data analysis, and explain how and why these steps are iterative.

Q: What are the interrelated steps in data reduction?

What are the interrelated steps in data reduction?

Q: How do you build theory in qualitative analysis?

How do you build theory in qualitative analysis?

Q: What is negative case analysis, and why is it important to

What is negative case analysis, and why is it important to the credibility of qualitative analysis?

Q: Give some specific examples data displays, and explain how they may

Give some specific examples data displays, and explain how they may be used in qualitative data analysis.

Q: What are some of threats to drawing credible conclusions in qualitative data

What are some of threats to drawing credible conclusions in qualitative data analysis?

Q: Based on your understanding of the material presented in Chapter 3 and

Based on your understanding of the material presented in Chapter 3 and the above key research questions, should the owners of the Santa Fe Grill Mexican restaurant go back and restate their questions?...

Q: What is triangulation, and what is its role in qualitative analysis

What is triangulation, and what is its role in qualitative analysis?

Q: What are the various ways that credibility can be established in qualitative

What are the various ways that credibility can be established in qualitative analysis?

Q: Briefly describe the process of data validation. Specifically discuss the issues

Briefly describe the process of data validation. Specifically discuss the issues of fraud, screening, procedure, completeness, and courtesy.

Q: What are the differences between data validation, data editing, and

What are the differences between data validation, data editing, and data coding?

Q: Explain the differences between developing codes for open-ended questions and

Explain the differences between developing codes for open-ended questions and for closed-ended questions.

Q: Briefly describe the process of data entry. What changes in technology

Briefly describe the process of data entry. What changes in technology have simplified this procedure?

Q: What is the purpose of a simple one-way tabulation?

What is the purpose of a simple one-way tabulation? How does this relate to a one-way frequency table?

Q: Explain the difference between the mean, the median, and the

Explain the difference between the mean, the median, and the mode.

Q: Why and how would you use Chi-square and t-

Why and how would you use Chi-square and t-tests in hypothesis testing?

Q: Why and when would you want to use ANOVA in marketing research

Why and when would you want to use ANOVA in marketing research?

Q: Regarding the owners’ desire to understand the interrelationships between customer satisfaction,

Regarding the owners’ desire to understand the interrelationships between customer satisfaction, restaurant store image, and customer loyalty, develop a set of hypotheses that might be used to investi...

Q: What will ANOVA tests not tell you, and how can you

What will ANOVA tests not tell you, and how can you overcome this problem?

Q: Explain the difference between testing for significant differences and testing for association

Explain the difference between testing for significant differences and testing for association.

Q: Explain the difference between association and causation.

Explain the difference between association and causation.

Q: What is covariation? How does it differ from correlation?

What is covariation? How does it differ from correlation?

Q: What are the differences between univariate and bivariate statistical techniques?

What are the differences between univariate and bivariate statistical techniques?

Q: What is regression analysis? When would you use it?

What is regression analysis? When would you use it?

Q: What is the difference between simple regression and multiple regression?

What is the difference between simple regression and multiple regression?

Q: What are the seven components of the marketing research report? Briefly

What are the seven components of the marketing research report? Briefly discuss each objective and why it is important.

Q: In the context of the marketing research report, what is the

In the context of the marketing research report, what is the primary goal of the executive summary?

Q: What are the primary topics/issues that need to be addressed

What are the primary topics/issues that need to be addressed in the research methods-and-procedures section of a marketing research report?

Q: Should marketing researchers working with Latinos concentrate solely on qualitative research?

Should marketing researchers working with Latinos concentrate solely on qualitative research? Explain your answer.

Q: Why are conclusions and recommendations included in a marketing research report?

Why are conclusions and recommendations included in a marketing research report?

Q: What are the common problems associated with the marketing research report?

What are the common problems associated with the marketing research report?

Q: Why is it important to explain limitations in your marketing research report

Why is it important to explain limitations in your marketing research report?

Q: What is the role of marketing research in organizations?

What is the role of marketing research in organizations?

Q: What improvements in retailing strategy might be attributed to the results obtained

What improvements in retailing strategy might be attributed to the results obtained from shopper marketing studies?

Q: Discuss the importance of segmentation research. How does it affect the

Discuss the importance of segmentation research. How does it affect the development of market planning for a particular company?

Q: What are the advantages and disadvantages for companies maintaining an internal marketing

What are the advantages and disadvantages for companies maintaining an internal marketing research department? What advantages and disadvantages can be attributed to the hiring of an external marketin...

Q: As the marketing research industry expands, what skills will future executives

As the marketing research industry expands, what skills will future executives need to possess? How do these skills differ from those currently needed to function successfully in the marketing researc...

Q: Identify the three major groups of people involved in the marketing research

Identify the three major groups of people involved in the marketing research process, and then give an example of an unethical behavior sometimes practiced by each group.

Q: Identify the significant changes taking place in today’s business environment that are

Identify the significant changes taking place in today’s business environment that are forcing management decision makers to rethink their views of marketing research. Also discuss the potential impac...

Q: Could qualitative research be used to improve quantitative methods such as surveys

Could qualitative research be used to improve quantitative methods such as surveys? Explain your answer.

Q: In the business world of the 21st century, will it be

In the business world of the 21st century, will it be possible to make critical marketing decisions without marketing research? Why or why not?

Q: How are management decision makers and information researchers alike? How are

How are management decision makers and information researchers alike? How are they different? How might the differences be reduced between these two types of professionals?

Q: Comment on the following statements: a. The primary responsibility

Comment on the following statements: a. The primary responsibility for determining whether marketing research activities are necessary is that of the marketing research specialist. b. The information...

Q: Design a research proposal that can be used to address the following

Design a research proposal that can be used to address the following decision problem: “Should the Marriott Hotel in Pittsburgh, Pennsylvania, reduce the quality of its towels and bedding in order to...

Q: What characteristic separates secondary data from primary data? What are three

What characteristic separates secondary data from primary data? What are three sources of secondary data?

Q: Explain why a company should use all potential sources of secondary data

Explain why a company should use all potential sources of secondary data before initiating primary data collection procedures.

Q: List the six fundamental principles used to assess the validity of secondary

List the six fundamental principles used to assess the validity of secondary data.

Q: What are the various reasons to conduct a literature review?

What are the various reasons to conduct a literature review?

Q: What should you look for in assessing whether or not an Internet

What should you look for in assessing whether or not an Internet resource is credible?

Q: A researcher develops hypotheses that suggest consumers like ads better when they

A researcher develops hypotheses that suggest consumers like ads better when they; (1) Are truthful, (2) Creative, and (3) Present relevant information. Picture the conceptual model that would show...

Q: What is the most important goal of a research report? Explain

What is the most important goal of a research report? Explain.

Q: What is the coefficient of multiple determination, and what does it

What is the coefficient of multiple determination, and what does it measure?

Q: Under what conditions is a standard test market a better choice than

Under what conditions is a standard test market a better choice than either simulated or controlled test markets?

Q: What are cross-platform services? Why might they be important

What are cross-platform services? Why might they be important?

Q: What are the scales of measurement? What comparisons among scores can

What are the scales of measurement? What comparisons among scores can be made with each?

Q: What criteria can a researcher use to determine whether a specific question

What criteria can a researcher use to determine whether a specific question should be included in a questionnaire?

Q: What is telescoping error? What does it suggest about the period

What is telescoping error? What does it suggest about the period to be used when asking respondents to recall past experiences?

Q: What are some recommended ways for asking for sensitive information?

What are some recommended ways for asking for sensitive information?

Q: What is a split-ballot, and why is it used

What is a split-ballot, and why is it used?

Q: What is an ambiguous question? A leading question? A question

What is an ambiguous question? A leading question? A question with unstated alternatives? A question with assumed consequences? A double-barreled question?

Q: What is the proper sequence when asking for target information and classification

What is the proper sequence when asking for target information and classification information? Why?

Q: What is the funnel approach to question sequencing?

What is the funnel approach to question sequencing?

Q: What is the difference between the null and alternative hypotheses?

What is the difference between the null and alternative hypotheses?

Q: What is a branching question? Why are such questions used?

What is a branching question? Why are such questions used?

Q: What is a cover letter? What key things should be included

What is a cover letter? What key things should be included in a cover letter?

Q: What is a questionnaire pre-test? Why should researchers pre

What is a questionnaire pre-test? Why should researchers pre-test surveys?

Q: What is single-source data?

What is single-source data?

Q: If so, what new skills are necessary at the higher levels

If so, what new skills are necessary at the higher levels?

Q: What is a census? What is a sample?

What is a census? What is a sample?

Q: Why is it important to carefully define the population?

Why is it important to carefully define the population?

Q: What is difference between a parameter and a statistic? How are

What is difference between a parameter and a statistic? How are they related?

Q: What distinguishes a probability sample from a nonprobability sample?

What distinguishes a probability sample from a nonprobability sample?

Q: What are the main types of nonprobability samples? What are their

What are the main types of nonprobability samples? What are their differences?

Q: Why can a hypothesis be rejected, but never fully accepted?

Why can a hypothesis be rejected, but never fully accepted?

Q: What are the main types of probability samples? What are their

What are the main types of probability samples? What are their differences?

Q: How do cluster samples differ from stratified samples?

How do cluster samples differ from stratified samples?

Q: What is the notion of total sampling elements (TSE)? Why

What is the notion of total sampling elements (TSE)? Why is TSE calculated?

Q: In determining sample size, what three basic factors must you consider

In determining sample size, what three basic factors must you consider?

Q: What effect would relaxing the precision with which a population mean or

What effect would relaxing the precision with which a population mean or proportion is estimated have on sample size? What about decreasing the degree of confidence from 95% to 90%?

Q: What is the relationship between population size and sample size?

What is the relationship between population size and sample size?

Q: What are some other methods of determining sample size?

What are some other methods of determining sample size?

Q: What are the six general types of error that can enter a

What are the six general types of error that can enter a research project? How do they differ?

Q: Why is sampling error potentially less troubling than the other kinds of

Why is sampling error potentially less troubling than the other kinds of error?

Q: Why is noncoverage error considered to be a sampling frame problem?

Why is noncoverage error considered to be a sampling frame problem?

Q: What is a p-value? Do researchers typically want to

What is a p-value? Do researchers typically want to obtain higher or lower p-values?

Q: Why is nonresponse error a “potential” source of error?

Why is nonresponse error a “potential” source of error?

Q: What are the two primary sources of nonresponse error? Describe how

What are the two primary sources of nonresponse error? Describe how each source could result in nonresponse error

Q: Why might it be better to work with a smaller total sampling

Why might it be better to work with a smaller total sampling elements (TSE) and work diligently to get responses than to start with a much larger TSE but obtain a lower response rate?

Q: What are the basic considerations underlying response error?

What are the basic considerations underlying response error?

Q: What is recording error? How might it apply to both communication

What is recording error? How might it apply to both communication- and observation-based studies?

Q: Why can office error be described as the most frustrating kind of

Why can office error be described as the most frustrating kind of error?

Q: Why is it important to study marketing research?

Why is it important to study marketing research?

Q: How is marketing research defined? What are the key elements of

How is marketing research defined? What are the key elements of this definition?

Q: What should a researcher do with incomplete answers? Obviously wrong answers

What should a researcher do with incomplete answers? Obviously wrong answers? Answers that reflect a lack of interest?

Q: How might a researcher best code “please check all that apply

How might a researcher best code “please check all that apply” questions?

Q: What is the basic use of a chi-square goodness-

What is the basic use of a chi-square goodness-of-fit test?

Q: What are the two kinds of open-ended questions, and

What are the two kinds of open-ended questions, and why is one more difficult to code than the other?

Q: Why should multiple coders be used to establish categories and code responses

Why should multiple coders be used to establish categories and code responses for open-ended questions? Does this apply to all open-ended questions?

Q: What methods are available for building a data file?

What methods are available for building a data file?

Q: What is the purpose of the codebook?

What is the purpose of the codebook?

Q: What is a blunder?

What is a blunder?

Q: What is double-entry of data?

What is double-entry of data?

Q: What are the possible ways for dealing with missing data? Which

What are the possible ways for dealing with missing data? Which strategy would you recommend?

Q: What causes data merger errors?

What causes data merger errors?

Q: What is a response rate?

What is a response rate?

Q: How should response rates be calculated for the different methods of data

How should response rates be calculated for the different methods of data collection?

Q: How would you compare a sample mean against a standard?

How would you compare a sample mean against a standard?

Q: What are some of the techniques for improving response rates?

What are some of the techniques for improving response rates?

Q: What types of variables might be analyzed with frequency analysis?

What types of variables might be analyzed with frequency analysis?

Q: What is an outlier?

What is an outlier?

Q: How many decimal places should normally be reported with percentages?

How many decimal places should normally be reported with percentages?

Q: What is a histogram? What information does it provide?

What is a histogram? What information does it provide?

Q: What type of error do confidence intervals take into account?

What type of error do confidence intervals take into account?

Q: What are the most commonly used descriptive statistics?

What are the most commonly used descriptive statistics?

Q: Why must the distribution of responses be taken into account when deciding

Why must the distribution of responses be taken into account when deciding which type of “average” to present?

Q: Why might an analyst choose to convert a continuous measure to a

Why might an analyst choose to convert a continuous measure to a categorical measure?

Q: What is a two-box technique? A median split?

What is a two-box technique? A median split? A cumulative percentage breakdown?

Q: Who does marketing research? What are the primary kinds of research

Who does marketing research? What are the primary kinds of research done by each enterprise?

Q: Why would a researcher consider conducting multivariate analyses? Why not just

Why would a researcher consider conducting multivariate analyses? Why not just conduct overall univariate analyses?

Q: What technique is typically used to investigate relationships between two categorical variables

What technique is typically used to investigate relationships between two categorical variables?

Q: How do you determine which set of percentages (i.e

How do you determine which set of percentages (i.e., row versus column percentages) to use on a cross-tab analysis?

Q: What would be the appropriate test to determine if men differed from

What would be the appropriate test to determine if men differed from women in their satisfaction with a meal served in a fast-food restaurant?

Q: Why do analysts often construct confidence intervals? What is their purpose

Why do analysts often construct confidence intervals? What is their purpose?

Q: What does the Pearson product-moment correlation coefficient measure? When

What does the Pearson product-moment correlation coefficient measure? When is it appropriate to use?

Q: If two continuous measures are positively correlated with one another, does

If two continuous measures are positively correlated with one another, does that mean that one of them caused the other? Why or why not?

Q: What are the key considerations in preparing an oral report?

What are the key considerations in preparing an oral report?

Q: What are the two rules for presenting the oral report?

What are the two rules for presenting the oral report?

Q: What is a pie chart? For what kinds of information is

What is a pie chart? For what kinds of information is it particularly effective?

Q: Why did marketing research begin to experience real growth after World War

Why did marketing research begin to experience real growth after World War II?

Q: What is a line chart? For what kinds of information is

What is a line chart? For what kinds of information is it generally used?

Q: What is the research process?

What is the research process?

Q: What are the various forms of data capture?

What are the various forms of data capture?

Q: What is meant by the written report standards of completeness, accuracy

What is meant by the written report standards of completeness, accuracy, and clarity?

Q: What is the most important error in research? Explain.

What is the most important error in research? Explain.

Q: What are the main differences between the utility, justice, and

What are the main differences between the utility, justice, and rights approaches to ethical reasoning?

Q: Why is it important to consider marketing research ethics?

Why is it important to consider marketing research ethics?

Q: What does it mean when we say that problems and opportunities are

What does it mean when we say that problems and opportunities are two sides of the same coin?

Q: What are the sources of marketing problems or opportunities? Are different

What are the sources of marketing problems or opportunities? Are different sources typically associated with different research objectives? Explain.

Q: What is “normal thinking”? Why is it a problem when

What is “normal thinking”? Why is it a problem when defining the marketing problem/opportunity?

Q: What is the basic nature of a decision problem?

What is the basic nature of a decision problem?

Q: What are the fundamental characteristics of the two types of decision problems

What are the fundamental characteristics of the two types of decision problems?

Q: What is a research problem? Why is it important to develop

What is a research problem? Why is it important to develop the full range of possible research problems?

Q: What is involved in a research request agreement? What is included

What is involved in a research request agreement? What is included in the written statement?

Q: On the one hand, we argued that the research report must

On the one hand, we argued that the research report must be complete and, on the other hand, that it must be clear. Are these two objectives incompatible? If so, how do you reconcile them?

Q: How does the research proposal differ from the research request agreement?

How does the research proposal differ from the research request agreement?

Q: What factors should be considered when choosing a research supplier?

What factors should be considered when choosing a research supplier?

Q: What are the benefits of using a request-for-

What are the benefits of using a request-for-proposal?

Q: What are the basic uses for exploratory research?

What are the basic uses for exploratory research?

Q: What are the key characteristics of exploratory research?

What are the key characteristics of exploratory research?

Q: What is a literature search? What kinds of literature might be

What is a literature search? What kinds of literature might be searched?

Q: What are the characteristics of a depth interview? Who should be

What are the characteristics of a depth interview? Who should be interviewed?

Q: How does a focus group with 8 to 12 people differ from

How does a focus group with 8 to 12 people differ from a series of depth interviews with 8 to 12 people? How does a focus group differ from a nominal group?

Q: How does a project emphasis in marketing research differ from a systems

How does a project emphasis in marketing research differ from a systems emphasis?

Q: What are the main advantages and disadvantages of secondary data? Do

What are the main advantages and disadvantages of secondary data? Do these apply equally to internal and external secondary data?

Q: What content appears in each of the following parts of the research

What content appears in each of the following parts of the research report? a. Title page b. Table of contents c. Executive summary d. Introduction e. Method f. Results g. Conclusions and recom...

Q: What are the main differences between a marketing information system and a

What are the main differences between a marketing information system and a decision support system?

Q: In a decision support system, what is a data system?

In a decision support system, what is a data system? A model system? A dialog system? Which of these is most important? Why?

Q: How does knowledge management expand the concept of an information system?

How does knowledge management expand the concept of an information system? What additional kinds of marketing intelligence can it provide?

Q: What characteristics should a good focus group moderator possess? Why is

What characteristics should a good focus group moderator possess? Why is each important?

Q: In a large research department, who would be responsible for specifying

In a large research department, who would be responsible for specifying the objective of a research project? For deciding on specific procedures to be followed? For designing the questionnaire? For an...

Q: What are the necessary skills for employment in a junior or entry

What are the necessary skills for employment in a junior or entry-level marketing research position? Do the skills change as one changes job levels?

Q: Which of the four Vs—volume, velocity, variety,

Which of the four Vs—volume, velocity, variety, or veracity—creates the biggest challenge to marketing managers intent on “finding a needle in a haystack”?

Q: How might a marketing manager obtain value from “big data”

How might a marketing manager obtain value from “big data” that is different from value obtained from traditional data sources?

Q: Compare and contrast structured versus unstructured data. Using Facebook as an

Compare and contrast structured versus unstructured data. Using Facebook as an example, would data available from Facebook to a marketer be structured, unstructured, or both?

Q: In terms of marketplace sources of “big data,” what is

In terms of marketplace sources of “big data,” what is social data? Mobile data? Omni-channel transactional data?

Q: What is a stratum chart? For what kinds of information is

What is a stratum chart? For what kinds of information is it particularly appropriate?

Q: What are the main differences between descriptive, predictive, and prescriptive

What are the main differences between descriptive, predictive, and prescriptive analyses?

Q: What are the three main challenges marketing managers face when attempting to

What are the three main challenges marketing managers face when attempting to integrate “big data” into the firm?

Q: How might focus groups be misused?

How might focus groups be misused?

Q: In what types of situations would data mining be useful?

In what types of situations would data mining be useful?

Q: What are two common approaches to the use of case analyses?

What are two common approaches to the use of case analyses?

Q: What is the basic point of projective methods? What are some

What is the basic point of projective methods? What are some popular approaches?

Q: Why should researchers look for published sources of secondary data before searching

Why should researchers look for published sources of secondary data before searching for standardized marketing information?

Q: What is “standardized” about standardized marketing information?

What is “standardized” about standardized marketing information?

Q: What does it mean to “profile” customers or prospects?

What does it mean to “profile” customers or prospects? Why would a company need this information?

Q: What is the purpose of geodemography?

What is the purpose of geodemography?

Q: What is a bar chart? For what kinds of problems is

What is a bar chart? For what kinds of problems is it effective?

Q: Given that companies know their revenues, why do they also need

Given that companies know their revenues, why do they also need standardized information about product sales and market share?

Q: How does a diary panel work?

How does a diary panel work?

Q: Why can the effect of scanners on standardized marketing information be described

Why can the effect of scanners on standardized marketing information be described as “profound”?

Q: How are people meters used to assess television viewership?

How are people meters used to assess television viewership?

Q: How are portable people meters used to assess radio listenership?

How are portable people meters used to assess radio listenership?

Q: How might a company assess the success of its online advertising?

How might a company assess the success of its online advertising?

Q: What are the three basic types of research used to collect primary

What are the three basic types of research used to collect primary data? What is the basic purpose of each?

Q: Why is exploratory research considered to be a basic type of primary

Why is exploratory research considered to be a basic type of primary data research?

Q: What is the general sequence in which the three basic types of

What is the general sequence in which the three basic types of research are employed?

Q: Is it possible to establish that one thing causes another? Why

Is it possible to establish that one thing causes another? Why or why not?

Q: What is a pictogram?

What is a pictogram?

Q: What is an experiment?

What is an experiment?

Q: What is the difference between a lab study and a field study

What is the difference between a lab study and a field study?

Q: What is the difference between internal validity and external validity? Which

What is the difference between internal validity and external validity? Which form of validity is more important?

Q: What is an A/B test? What is the general

What is an A/B test? What is the general structure for performing such a test?

Q: What is market testing? What are the three basic types of

What is market testing? What are the three basic types of test markets?

Q: What are the basic uses of descriptive research?

What are the basic uses of descriptive research?

Q: What are the six specifications of a descriptive study?

What are the six specifications of a descriptive study?

Q: What are the main types of descriptive studies, and what do

What are the main types of descriptive studies, and what do their differences mean?

Q: What are the two basic forms of panels? How do they

What are the two basic forms of panels? How do they differ?

Q: What is a sample survey? What are its advantages and disadvantages

What is a sample survey? What are its advantages and disadvantages?

Q: What is the proper procedure for testing the influences of two different

What is the proper procedure for testing the influences of two different independent variables on a single continuous dependent variable simultaneously?

Q: What types of primary data interest marketing researchers most? What are

What types of primary data interest marketing researchers most? What are the differences between the types of data?

Q: What does a high degree of structure look like in an observational

What does a high degree of structure look like in an observational study?

Q: What are mystery shoppers? What is their purpose?

What are mystery shoppers? What is their purpose?

Q: What is the key ethical issue with the use of disguise in

What is the key ethical issue with the use of disguise in observation research? How this issue is typically remedied in disguised marketing research projects?

Q: What are the primary advantages and disadvantages of working in a natural

What are the primary advantages and disadvantages of working in a natural setting as contrasted with a contrived setting?

Q: What are some of the available types of mechanical observation?

What are some of the available types of mechanical observation?

Q: What is an attitude? Why do marketers care about attitudes?

What is an attitude? Why do marketers care about attitudes?

Q: What are the general advantages and disadvantages of obtaining data by communication

What are the general advantages and disadvantages of obtaining data by communication? By observation?

Q: What is a disguised questionnaire? What are the ethical considerations in

What is a disguised questionnaire? What are the ethical considerations in using disguise?

Q: What are two situations in which the use of disguise would be

What are two situations in which the use of disguise would be advisable?

Q: What is the difference between regression analysis and correlation analysis?

What is the difference between regression analysis and correlation analysis?

Q: How do in-bound surveys work? When are they especially

How do in-bound surveys work? When are they especially useful?

Q: Why are online surveys such a popular choice for collecting communication data

Why are online surveys such a popular choice for collecting communication data?

Q: What are the major ways that have been used to measure attitudes

What are the major ways that have been used to measure attitudes? How do they differ?

Q: What are some factors that may produce systematic errors? What factors

What are some factors that may produce systematic errors? What factors may produce random errors?

Q: What is reliability? What information does it contribute to determining if

What is reliability? What information does it contribute to determining if a measure is accurate?

Q: What is validity? What are two contributing factors to decreases in

What is validity? What are two contributing factors to decreases in validity?

Q: How do personal interviews, telephone interviews, paper-based surveys

How do personal interviews, telephone interviews, paper-based surveys, and online surveys differ with respect to the following: a. sampling control b. information control c. administrative control

Q: How might a researcher combine different methods of communication in the same

How might a researcher combine different methods of communication in the same project? Give an example.

Q: What are three ways to assess awareness? What is the basic

What are three ways to assess awareness? What is the basic difference between measures of recall and measures of recognition?

Q: What is the basic problem in measuring consumers’ intentions about future behaviors

What is the basic problem in measuring consumers’ intentions about future behaviors?