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Marketing Research

by: Nathanial Mosciski

Marketing Research MKTG 3710

Nathanial Mosciski
GPA 3.97


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This 2 page Study Guide was uploaded by Nathanial Mosciski on Wednesday September 30, 2015. The Study Guide belongs to MKTG 3710 at Western Michigan University taught by Staff in Fall. Since its upload, it has received 19 views. For similar materials see /class/216806/mktg-3710-western-michigan-university in Marketing at Western Michigan University.

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Date Created: 09/30/15
Marketing Research Chapter Examination Question Guides It is expected that you will not only know the information identified for each chapter but also understand its meaning anal application including practical examples Typical information sources should also be known ifappropriate to the chapter Chapter 7 There are four applications areas of standardized information measuring consumer attitudes and opinion polls de ning market segments conducting market tracking and monitoring media usage and promotion effectiveness choose any one of these four and be able to discuss it What is singlesource data Chapter 8 What is quantitative research Remember it does not only consist of multiple choice or other closedended questions What is qualitative research What is pluralistic research What is observation research What are direct and indirect disguised and undisguised structured and unstructured and human and mechanical types of observation What are any two appropriate conditions for the use of observation What are any two advantages and any two limitations disadvantages of observation research data What is a focus group What are any three objectives of focus groups Who should be in a focus group How should focus group participants be recruited and selected What are any three characteristics of the best focus group moderators What is an online focus group What are any two advantages and two disadvantages of online focus groups Thinking about focus groups in general what are any two advantages and any two disadvantages What is protocol analysis What are any three common specific types projective techniques used by marketers Chapter 9 What are any three advantages of surveys survey research What are three ways to collect information from respondents in survey research You do not need to know advantages and disadvantages of these ways What is a personadministered survey What are any two methods What is a computeradministered survey What are any two methods What is a selfadministered survey What are any two methods What are the factors considered in the choice of a particular survey method Chapter 10 What are the basic questionresponse formats and their subtypes See gure 101 and text What are the ve considerations in choosing a questionresponse format What are the four levels of data measurement scales presented in class What are their characteristics What is their order of power from weakest to strongest Why is the measurement level of a scale important What are the three basic parts of any scale such as Likert Semantic Differential What are Likert Semantic Differential Graphic and Staple Scales Be able to identify andor construct these scales What is reliability What is validity overall not the specific types If you have to choose between a scale that is reliable or one that is valid which one should be chosen Chapter 11 What are the siX functions of a questionnaire What are the five shoulds of question wording Know the following should nots question wording areas beyond respondent s ability or experience avoid ambiguous wording doublebarreled questions leading questions and loaded questions How is a questionnaire organized introduction question sequence question ow What is precoding What is a pretest What steps in the research process should be included in the pretest How many surveys are typically gathered for a pretest remember class rule of thumb What is the 10 percent rule presented in class as it applies to pretesting the questionnaire What are the buildup unstructured and breakdown structured approaches to observation form instrument design When is each type typically used


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