Marketing reaserch questions

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  • There are five basic types of statistical analyses that can be used by marketing researchers to reduce a dataset: descriptive analysis, inference analysis, difference analysis, association analysis, and relationships analysis. Under which circumstances is each type used?
  • There are distinct advantages and disadvantages of survey research methods over qualitative methods. Describe and compare 5 advantages of survey research methods.


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Chapter 7 • • • Definition: Incidence rate Four methods of data collection (e.g. person-administered surveys) Advantages and disadvantages of various survey methods Chapter 8 • • • • Definition: Measurement, scale development, validity, reliability, question flow, coding Objective properties versus subjective properties Characteristics of nominal, ordinal, interval, ratio measures Types of scales (e.g. Likert) Chapter 9 • • Definition: Population, sample, census, sample plan Different types of probability and non- probability sampling methods Chapter 10 • • • Axioms regarding sample size and accuracy 3 items are required to compute sample size 3 ways to estimate variability Chapter 11 • • • • Definition: Nonresponse, dataset Sources of intentional and unintentional field worker and respondent error Ways to reduce unintentional fieldworker errors (e.g. training) Types of nonresponse errors (e.g. refusal to participate in the survey) Chapter 12 • • • Definition: Parameters Mean, median, mode Types of analyses (e.g. descriptive analysis, inference analysis) Possible Short Answer Questions • • • • • • • • • There are five basic types of statistical analyses that can be used by marketing researchers to reduce a dataset: descriptive analysis, inference analysis, difference analysis, association analysis, and relationships analysis. Under which circumstances is each type used? There are distinct advantages and disadvantages of survey research methods over qualitative methods. Describe and compare 5 advantages of survey research methods. Marketing research relies heavily on measurement. Define measurement. Discuss the difference between objective measurement and subject measurement and give an example of each type. Define reliability and validity. How can something be reliable yet not be valid? Questionnaire organization is the sequence or "flow" of statements and questions that make up a questionnaire. Why is questionnaire organization a critical concern? Discuss the issue of question flow as an important part of the process. Sample frame, sample frame error, and sample error are basic concepts in sampling. Briefly define and describe each of these concepts. Define probability and nonprobability sampling. What are 2 advantages and 2 disadvantages of each? Describe 2 probability sampling methods in which there is a known chance of a member of the population being selected into the sample. Describe 2 basic nonprobability sampling methods that contain bias because all members of the population do not have a fair chance of being selected into the sample. There are six steps and actions to defining a sample plan. Thoroughly define and describe what is contained in each step. Which steps are the most critical and why?
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