MSU Ch 12 Scales of Measurement Probability and Probability Sample Questions

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Business Finance

Michigan State University

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BOOK MUST BE USED ONLY!!! i WILL GIVE THE LINK TO THE BOOK WHEN YOU ARE ACCEPTED. Here is the template if you would like to use it INCLUDED. Each question must be throughly answered!! which could mean several paragraphs to a few sentences.

. All answers MUST be in your own words unless the question asks for a direct definition or to list specific information. I want you to show you understand the concept. I do not want to know how good your copy/paste skills are, so DO NOT copy and paste from the textbook or PowerPoint. I do realize your answers will include the same or similar words to the textbook or PowerPoint. Just make sure you have taken the information and explained it on your own when possible.


Each question is worth 5 points. Some questions will be more difficult, or include more parts but others will be much simpler, so everything should balance out.

Chapter 12

1. Define the following terms and give an example of each. (You may use the direct definitions from the textbook. If you do not understand a definition, use outside resources to help you gain further understanding of the concept or idea.)

• Measurement
• Systematic error
• Random error
• Validity
• Reliability

2. What are the four scales of measurement? Explain why you would use each in a survey or research study. Provide an example.
3. What are the major ways that have been used to measure attitudes? How do they differ? (Hint: think about the scales explained in the chapter.)

Chapter 13
1. What are the seven (7) rules researchers should keep in mind when developing bias-free questions?
2. Building on question 1, answer the following with an explanation or example: What is an ambiguous question? A leading question? A question with unstated alternatives? A question with assumed consequences? A double-barreled question?
3. Explain what the funnel approach to question sequencing is.
4. Explain what a branching question is and discuss when it is used.

Chapter 14
1. What is a census? What is a sample?
2. What is the difference between a parameter and a statistic?
3. What distinguishes a probability sample from a nonprobability sample? What are the main types of each?
4. 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%?

Chapter 15
1. What are the six general types of error that can enter a research project? Provide a brief explanation of each.
2. What is a response rate?
3. List three (3) techniques for improving response rates specific to recruiting messages on email and the online survey.

BONUS: The website www.YouGov.com is a global public opinion and data company who makes information available on their website. Choose a topic you are interested like sports or current events. Search for some recent data. Share your findings and why they interest you. Worth up to 5 points.

BONUS: Take a look at the MSUB Library Guide on Demographics & Statistics. Click through all of the tabs to view all the website links. How might you use one of these websites in your report? Choose one and provide an example of how it would be integrated into your research report. Worth up to 5 points.

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Your name Reading Assignment (put which one) Date the assignment is due Chapter 1 1. How is marketing research defined? What are the key elements of the definition? Marketing research is defined as… The key elements of the definition are … 2. Why is it important to study marketing research? There are three reasons why it is important to study marketing research. These reasons are …
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Attached.

Running Head: CHAPTERS REVIEW IN MARKETING RESEARCH

Chapters Review In Marketing Research
Details
Name
Institutional Affiliation

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CHAPTERS REVIEW IN AMRKETIGN RESEARCH

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Chapter 12

1. Define the following terms and give an example of each. (You may use the direct
definitions from the textbook. If you do not understand a definition, use outside
resources to help you gain further understanding of the concept or idea.)
• Measurement: This refers to the process of assigning numbers to represent the properties of an
object.
• Systematic error: This is an error which occurs in measurement constantly and it affects the
system constantly.
• Random error: Error in measurement due to temporary aspects of the person or measurement
situation and affects the measurement in irregular ways.
• Validity: The extent to which differences in scores on a measuring instrument reflect true
differences among individuals, groups, or situations in the characteristic that it seeks to measure
or true differences in the same individual, group, or situation from one occasion to another,
rather than systematic or random errors.
• Reliability: Ability of a measure to obtain similar scores for the same object, trait, or construct
across time, across different evaluators, or across the items forming the measure.

2. What are the four scales of measurement? Explain why you would use each in a
survey or research study. Provide an example.
The four major scales of measurement includes nominal scales, ordinal scale, interval scale and
ratio scale. In a survey, nominal scale is used by assigning numbers to the specific elements
which are to be surveyed. The ratio scale is applied in the survey by comparing the number of

CHAPTERS REVIEW IN AMRKETIGN RESEARCH

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phenomena and other features. The ordinal scale is used in such a way that units are measured in
a particular order to ensure that they are in a particular pattern. Finally, a survey can use interval
scale whereby samples are counted after every steps such that various approaches are ...


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