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by: Minjee Kong

MarketingResearch_Exam2_PracticeQuestions.pdf MKTG 3143

Marketplace > George Washington University > Business > MKTG 3143 > MarketingResearch_Exam2_PracticeQuestions pdf
Minjee Kong

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Study guide for Exam 2 covering Chapters 8 - 12. Contains questions and answers that will help you on the exam!
Marketing Research
Ashley, D
Study Guide
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This 8 page Study Guide was uploaded by Minjee Kong on Monday November 2, 2015. The Study Guide belongs to MKTG 3143 at George Washington University taught by Ashley, D in Fall 2015. Since its upload, it has received 49 views. For similar materials see Marketing Research in Business at George Washington University.


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Date Created: 11/02/15
Marketing Research David Ashley Exam 2 Preparation Questions Multiple Choice (2pts each): 1. Dichotomous questions:  Are open-ended questions  Are closed-ended questions  Should not be used in a focus group  Are best used in the interview process  Will not enable the research to gauge attitude 2. “Customer Satisfaction” is an example of what type of variable?  Extraneous  Confounding  Independent  Dependent  None of the above 3. What is the Central Limit Theorem? The central limit theorem suggests that the greater the survey sample is, the greater the chance the sample is normally distributed. 4. In experimental design, the “treatment” is?  Only used in true experiments  A type of dependent variable  Very difficult to control  The manipulation of independent variables to measure the effect on the dependent variable  A variable like the weather or government regulations 5. Generally, sensitive demographics are best placed where in the survey?  Beginning  Middle  End  Throughout  It does not matter 6. “First, second, and third” is what level of data? Ordinal 7. “Sofa, chair, and bookcase” are what level of data?  Ordinal  Ratio  Nominal 2  Interval  None of the above 8. Concomitant variation is used in?  Descriptive research  Causal research  Qualitative research  Focus groups  Exploratory research 9. 70% of our respondents said “yes” to a certain question is a(n):  Interval estimate  Confidence interval  Point estimate  Incidence rate in determining the sample  Sample size 10.Which is the best worded questionnaire question:  The next time you buy a car, will you check with consumer reports?  Did you pay more or less than $50 the last time you ate dinner out?  How much did you spend on groceries in the past year?  Would you vote for Mr. Jones if he were the best candidate?  Did you receive fast and courteous service? 11.What is “standard deviation”? 12.In perfectly normally distributed data:  The mean, median, and mode cannot be the same  The mean, median, and mode are not relevant  The mean, median, and mode are not the same  The mean, median, and mode are the same  The mean and median are the same but not the mode 13.What characteristic about the population is the major driver in how big the sample should be? Variance 14.Define: 3  Survey Validity: That the sample asked was a good representation of the total population  Survey Reliability: The consistency of the results found in a survey and if they can be proven through multiple tests 15.Which of the following is an interval scale:  Poor 1 2 3 4 5 Excellent  First, second, third  65  25, 33, 61  I like green the best, then red and green 16.Which technique is used to get a group consensus:  Non comparative scales  Semantic differential scales  Q-sorting  Interviews  Observation 17.An odd interval scale (1 to 5) is better than an even scale (1 to 6)?  True  False  It depends 18.What is a “confidence interval”? How certain you are that a value will lie within a number of standard deviations of the mean. 19.The larger the population is – the larger the sample should be:  True  False 20.“Yesterday I had three cups of coffee” The number of cups of coffee is what level of data?  Interval  Ratio  Nominal  Ordinal  All of the above 4 21.Which type of data are the most quantifiable:  Ordinal  Interval  Nominal  Ratio  They are all equally quantifiable 22.What is “criterion validity”? Whether an individual actually knows enough about the subject to consider their answers truthful. Example: Person says they will vote, but doesn’t know voting stations or candidates 23.If the data are skewed, which type of sampling is best:  Cluster  Convenience  Quota  Stratified  Non-probability 24.Nominal data can be converted to ratio data  True  False 25.Using construct based questions helps to establish survey:  Validity  Consistency  Stability  Reliability  Variability 26.Interval scales are:  Comparative  Non-comparative  Ineffective on surveys  Best used in focus groups  Qualitative 27.Rank order scales are:  Comparative  Ratio 5  Nominal  Interval  Non-comparative 28.“Zero” having a meaningful value is indicative of which data level:  Nominal  Ordinal  Interval  Ratio  All of the above 29.Checking for internal consistency in surveys:  Will help researchers identify cutoffs  Is a validity measure  Proved causation amount survey responses  Is difficult to measure  Is a reliability measure 30.The “halo effect” in questionnaires:  Causes respondents to forget key elements of the questionnaire  Can cause biases is responses  Cannot be avoided  Helps to highlight key themes in the survey  Provides structure to the skip patterns 31.A “check all that apply” question is what type of scale:  Non comparative  Semantic differential  Q-sorting  Comparative  Interval 32.What is “draw probability” as it relates to normally distributed data? 33.Concomitant variation:  Shows statistical patterns between responses  Is part of descriptive research  Proves causation  Is not used in applied research  None of the above 6 34.Using the “Empirical Rule of a normal distribution, if the average age is 30, standard deviation of 5, what are the respective age ranges for 1, 2, and 3 SDs from the mean?  1SD: Age Range: 25 - 35  2SD: Age Range: 20 - 40  3SD: Age Range: 15 - 45 35.What is the experimental notation for a “before and after with control group” experiment? O1x O 2 O1 O 2 Short Answer (10 pts each): 1. Discuss the difference between non-probability and probability sampling and define the four methods of each. 2. Explain the three key strategic sampling issues in survey research. 3. Sampling Exercises: A. A local business has 42,000 employees and the CEO wants to survey them to determine support for a change to the work schedule policy. The CEO says he wants to survey between 700-800 employees due to time and budget issues. Question:  Using the statistical method of determining a sample size, how might you determine a sample size between 700-800 people? What assumptions are you making regarding how you determined the sample size? – show work. B. Your company has 650 employees and you want to survey them to determine support for changes to the parking policy. Due to time and budget constraints, there is not time to ask all 650 employees so you will do a survey. You want to be 95% confident that the results from the sample are within 3% of the results were you to ask all employees. Based on past surveys, employees generally had similar opinions. Finally, you are using an internet survey and you expect a 20% response rate. Question: 7  Using the statistical method of determining a sample size, how many employees would you need to complete the survey and how many people would you have to ask to get the desired number of respondents – show work. C. If your sample size is 900, is asking 850 as statistically accurate? What assumptions are you making? Formulas 2 n= Z ∗[p(1−p )] n =n∗ population−n e2 √ population−1 2 n= N Z pq Sample¿¿Expected ResponseRate (E (−1 +Z)pq) Oversample=¿ 8


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