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marketing research

Questions and Answers of Marketing Research

Discuss the training of fieldworkers in making the initial contact, asking the questions, probing, recording the answers, and terminating the interview.
Describe the fieldwork process and explain the selection, training, and supervision of fieldworkers, the validation of fieldwork, and the evaluation of fieldworkers.
Identify the ethical issues related to sample size determination, particularly the estimation of population variance.
Elucidate the initial and final sample size requirements and the unique incentives that can be offered in mobile marketing research.
Discuss sample size determination in social media research.
Understand the difficulty of statistically determining the sample size in international marketing research.
Discuss the nonresponse issues in sampling and the procedures for improving response rates and adjusting for nonresponse.
Derive the formulas to statistically determine the sample size for estimating means and proportions.
Discuss the statistical approach to determining sample size based on simple random sampling and the construction of confidence intervals.
Understand the concepts of the sampling distribution, statistical inference, and standard error.
Define key concepts and symbols pertinent to sampling.
Explain the issues and techniques in online sampling.
Identify the ethical issues related to the sampling design process and the use of appropriate sampling techniques.
Elucidate what aspects of the sampling process are distinct in mobile marketing research.
Describe how the representativeness of social media samples can be improved.
Understand the sampling design process and the use of sampling techniques in international marketing research.
Identify the conditions that favor the use of nonprobability sampling versus probability sampling.
Describe the probability sampling techniques of simple random, systematic, stratified, and cluster sampling.
Describe the nonprobability sampling techniques of convenience, judgmental, quota, and snowball sampling.
Classify sampling techniques as nonprobability and probability sampling techniques.
Discuss the sampling design process: definition of the target population, determination of the sampling frame, selection of sampling technique(s), determination of sample size, and execution of the
Differentiate a sample from a census and identify the conditions that favor the use of a sample versus a census.
Discuss the use of the Internet and computers in designing questionnaires.
Understand the ethical issues involved in questionnaire design.
Elucidate questionnaire design in mobile marketing research.
Explain how social media interface with questionnaire design.
Discuss the observational form of data collection and specify the who, what, when, where, why, and way of behavior to be observed.
Explain the purpose of a questionnaire and its objectives of asking questions that the respondents can and will answer, encouraging respondents, and minimizing response error.
Understand the ethical issues involved in developing noncomparative scales.
Elucidate the use of noncomparative scaling in mobile marketing research.
Describe the implementation of noncomparative scaling in social media.
Discuss the considerations involved in implementing noncomparative scales in an international setting.
Discuss the criteria used for scale evaluation and explain how to assess reliability, validity, and generalizability.
Discuss the decisions involved in constructing itemized rating scales with respect to the number of scale categories, balanced versus unbalanced scales, odd or even number of categories, forced
Describe the noncomparative scaling techniques, distinguish between continuous and itemized rating scales, and explain Likert, semantic differential, and Stapel scales.
Understand the ethical issues involved in selecting scales of measurement.
Elucidate the implementation of primary and comparative scales in mobile marketing research.
Explain how social media can be used to implement measurement and scaling.
Discuss the considerations involved in implementing the primary scales of measurement in an international setting.
Classify and discuss scaling techniques as comparative and noncomparative, and describe the comparative techniques of paired comparison, rank order, constant sum, and Q-sort scaling.
Discuss the primary scales of measurement and differentiate nominal, ordinal, interval, and ratio scales.
Explain the characteristics of description, order, distance, and origin and how they define the level of measurement of a scale.
Introduce the concepts of measurement and scaling and show how scaling may be considered an extension of measurement.
Describe the ethical issues involved in conducting causal research and the role of debriefing in addressing some of these issues.
Elucidate the implementation of experimental designs in mobile marketing research.
Describe how social media facilitate causal research.
Understand why the internal and external validity of field experiments conducted overseas is generally lower than in the United States.
Describe test marketing and explain why it is an application of experimentation.
Compare and contrast the use of laboratory versus field experimentation and experimental versus nonexperimental designs in marketing research.
Describe and evaluate experimental designs and the differences among preexperimental, true experimental, quasi-experimental, and statistical designs.
Discuss the various extraneous variables that can affect the validity of results obtained through experimentation and explain how the researcher can control extraneous variables.
Define and differentiate the two types of validity: internal validity and external validity.
Explain the concept of causality as defined in marketing research and distinguish between the ordinary meaning and the scientific meaning of causality.
Understand the ethical issues involved in conducting survey and observation research.
Illustrate the implementation of survey and observation methods in mobile marketing research.
Explain how social media can be used to implement survey and observation methods.
Discuss the considerations involved in implementing surveys and observation methods in an international setting.
Describe the relative advantages and disadvantages of observational methods and compare them to survey methods.
Identify the criteria for evaluating observation methods, compare the different methods, and evaluate which, if any, is suited for a particular research project.
Explain and classify the different observation methods used by marketing researchers and describe personal observation, mechanical observation, audit, content analysis, and trace analysis.
Identify the criteria for evaluating survey methods, compare the different methods, and evaluate which is best suited for a particular research project.
Discuss and classify survey methods and describe the various telephone, personal, mail, and electronic interviewing methods.
Discuss the use of the Internet and computers in obtaining and analyzing qualitative data.
Understand the ethical issues involved in conducting qualitative research.
Explain how qualitative research is conducted in mobile marketing research.
Describe the use of social media in obtaining and analyzing qualitative data.
Discuss the considerations involved in conducting qualitative research in an international setting.
Explain projective techniques in detail and compare association, completion, construction, and expressive techniques.
Describe depth interview techniques in detail, citing their advantages, disadvantages, and applications.
Describe focus groups in detail, with emphasis on planning and conducting focus groups and their advantages, disadvantages, and applications.
Understand the various forms of qualitative research, including direct procedures such as focus groups and depth interviews, and indirect methods such as projective techniques.
Explain the difference between qualitative and quantitative research in terms of the objectives, sampling, data collection and analysis, and outcomes.
Understand the ethical issues involved in the use of secondary data.
Define the role of mobile marketing research in analyzing secondary data and in providing syndicated services.
Discuss social media as a valuable source of secondary data.
Identify and evaluate the sources of secondary data useful in international marketing research.
Discuss the role of big data in marketing decision making.
Explain the need to use multiple sources of secondary data and describe singlesource data.
Discuss in detail the syndicated sources of secondary data, including household/consumer data obtained via surveys, purchase and media panels, and electronic scanner services, as well as
Describe in detail the different sources of secondary data, including internal sources and external sources in the form of business/non-government, government, and syndicated services.
Evaluate secondary data using specifications, error, currency, objectives, nature, and dependability criteria.
Analyze the advantages and disadvantages of secondary data and their uses in the various steps of the marketing research process.
Define the nature and scope of secondary data and distinguish secondary data from primary data.
Understand the ethical issues and conflicts that arise in formulating a research design.
Deliberate the implementation of various research designs in mobile marketing research.
Discuss how the analysis of social media content can facilitate the research design process.
Explain research design formulation in international marketing research.
Describe the elements of a marketing research proposal and show how they address the steps of the marketing research process.
Discuss managerial aspects of coordinating research projects, particularly budgeting and scheduling.
Describe the major sources of errors in a research design, including random sampling error and the various sources of nonsampling error.
Compare and contrast the basic research designs: exploratory, descriptive, and causal.
Define research design, classify various research designs, and explain the differences between exploratory and conclusive designs.
Understand the ethical issues and conflicts that arise in defining the problem and developing the approach.
Discuss the use of mobile marketing research in problem definition and approach development.
Describe how social media can be used to identify and define the marketing research problem and aid in developing an approach.
Acquire an appreciation of the complexity involved and gain an understanding of the procedures for defining the problem and developing an approach in international marketing research.
Discuss in detail the various components of the approach: objective/theoretical framework, analytical models, research questions, hypotheses, and specification of information needed.
Explain the structure of a well-defined marketing research problem, including the broad statement and the specific components.
Clarify the distinction between the management decision problem and the marketing research problem.
Discuss the environmental factors affecting the definition of the research problem:past information and forecasts, resources and constraints, objectives of the decision maker, buyer behavior, legal

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