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marketing research

Questions and Answers of Marketing Research

1 What forecasting method is being used in the capital spending study? What is being forecast?Production magazine is a monthly publication of the Bramson Publishing Company of Bloomfield Hills,
10 Why aren't sales tests the most common form of posttesting
9 In posttesting recognition and recall two different measures are taken. Give an example of each and evaluate the two.
8 How are ads pretested? Evaluate each method.
7 How can you measure the reliability and validity of a copy testing procedure? Why is this important?
6 What are the characteristics of an ideal copy testing procedure? Why does practice not follow the ideal
5 What methods may be used to measure the size of television audiences? Evaluate each.
4 Why do the Simmon Market Research Bureau and Mediamark Research, Inc.. obtain estimates of magazine audience sizes that differ? Which method of measurement is better?
3 Why are some of these data so difficult to obtain? Be specific.
2 What different types of data would advertisers like to have about media vehicles?
1 Why is advertising research so much used in practice? Why is this true given the great experience base among marketing managers in advertising
Could consumer durable products be tested in a simulated test market? Why or why not?
Outline the steps in a simulated test market
How long should a test market runt
What are the pros and cons of control markets?
What is a control market?
What type of cities should be used in test marketing
Under what circumstances should a company undertake test marketing
Why do test marketing results often give poor projections?
What are the costs of test marketing?
What information can a test market provide?
How can test market results be projected to national results?
What are the two fundamental uses of test marketing
On what basis would you select alternative courses of action for use in a test market?
Describe the structure of a usage test for a new cake mix.
What are monadic ratings?
Why are focus groups used for both idea generation and concept testing?
15 What is multivariate analysis of variance? When is it appropriate?
14 Describe two tests used for examining differences in central tendencies in nonmetric ANOVA.
13 What are the differences between metric and non-metric analyses of variance?
12 What is meant by repeated measures ANOVA? Describe the decomposition of variation in repeated measures ANOVA.
11 What is the most powerful test for making a posteriori contrasts? Which test is the most conservative?
10 What is an a priori contrast?
9 How is the relative importance of factors measured in a balanced design?
8 What is the difference between ordinal and disordinal interaction?
7 What is the most common use of the covariate in ANCOVA?
6 How is the total variation decomposed in n-way analysis of variance?
5 How does n-way analysis of variance differ from the one-way procedure?
4 What is the null hypothesis in one-way ANOVA? What basic statistic is used to test the null hypothesis in one-way ANOVA? How is this statistic computed?
3 What is total variation? How is it decomposed in a one-way analysis of variance?
2 What is the relationship between analysis of variance and the t test?
1 Discuss the similarities and differences between analysis of variance and analysis of covariance.
6 discuss specialised ANOVA techniques applicable to marketing, such as repeated measures ANOVA, non-metric analysis of variance, and multivariate analysis of variance (MANOVA).
5 explain key factors pertaining to the interpretation of results with emphasis on interactions, relative importance of factors and multiple comparisons;
4 describe analysis of covariance and show how it accounts for the influence of uncontrolled independent variables;
3 describe n-way analysis of variance and the testing of the significance of the overall effect, the interaction effect and the main effect of each factor;
2 describe one-way analysis of variance, including decomposition of the total variation, measurement of effects significance testing, and interpretation of results;
1 discuss the scope of the analysis of variance (ANOVA) technique and its relationship to t test, and regression;
Which non-parametric tests are the counterparts of the paired samples t test for parametric data? l-74
Which non-parametric tests are the counterparts of the two independent samples t test for parametric data? l-74
What is the major difference between parametric and non-parametric tests? l-74
Describe the general procedure for conducting a t test. l-74
Present a classification of hypothesis testing procedures. l-74
Discuss the reasons for the frequent use of cross-tabulations. What are some of the limitations? l-74
What is meant by a suppressed association? How is it revealed? l-74
Define a spurious correlation. l-74
What is the general rule for computing percentages in cross-tabulation? l-74
What is the major difference between cross-tabulation and frequency distribution? l-74
What is a skewed distribution? What does it mean? l-74
How is the relative flatness or peakedness of a distribution measured? l-74
What measures of variability are commonly computed? l-74
What measures of location are commonly computed? l-74
Describe the procedure for computing frequencies. l-74
understand data analysis associated with non-parametric hypothesis testing for one sample, two independent samples and paired samples. l-74
describe data analysis associated with parametric hypothesis testing for one sample, two independent samples and paired samples; l-74
explain data analysis associated with cross-tabulations and the associated statistics: chi-square, phi coefficient, contingency coefficient, Cramer’s V and lambda coefficient; l-74
discuss data analysis associated with frequencies, including measures of location, measures of variability and measures of shape; l-74
describe the significance of preliminary data analysis and the insights that can be obtained from such an analysis; l-74
15 What considerations are involved in selecting a data analysis strategy?
14 Which scale transformation procedure is most commonly used? Briefly describe this procedure.
13 Explain why scale transformations are made.
12 What are dummy variables? Why are such variables created?
11 Describe the weighting process. What are the reasons for weighting?
10 What kinds of statistical adjustments are sometimes made to the data?
6 Describe the guidelines for the coding of unstructured questions.
4 How are unsatisfactory responses that are discovered in editing treated?
3 What is meant by editing a questionnaire?
2 What activities are involved in the preliminary checking of questionnaires that have been returned from the field?
1 Describe the data preparation process. Why is this process needed?
9 identify the ethical issues related to data processing, particularly the discarding of unsatisfactory responses, violation of the assumptions underlying the data analysis techniques, and evaluation
8 understand the intra-cultural, pan-cultural and cross-cultural approaches to data analysis in international marketing research;
7 classify statistical techniques and give a detailed classification of univariate techniques as well as a classification of multivariate techniques;
6 describe the procedure for selecting a data analysis strategy and the factors influencing the process;
5 state the reasons for and methods of statistically adjusting data: weighting, variable re-specification and scale transformation;
4 discuss the data cleaning process and the methods used to treat missing responses: substitution of a neutral value, imputed response, casewise deletion and pairwise deletion;
3 describe the guidelines for coding questionnaires, including the coding of structured and unstructured questions;
2 explain questionnaire checking and editing and the treatment of unsatisfactory responses by returning to the field, assigning missing values and discarding unsatisfactory responses;
1 discuss the nature and scope of data preparation and the data preparation process;
15 Comment on the following field situations, making recommendations for corrective action.(a) One of the interviewers has an excessive rate of refusals in in-home personal interviewing.(b) In a CATI
14 Describe the major sources of error related to survey fieldwork.
13 Describe the criteria that should be used for evaluating survey fieldworkers.
12 What is validation of survey fieldwork? How is this done?
11 How can respondent selection problems be controlled?
10 What aspects are involved in the supervision of survey fieldworkers?
9 How should the survey fieldworker terminate the interview?
8 How should the answers to unstructured questions be recorded?
7 Outline the advantages and disadvantages of the interviewer developing a rapport with respondents.
6 Evaluate what may be done to help interviewers probe correctly and consistently.
5 Describe and illustrate the differences between probing in a survey and in a depth interview.
3 What qualifications should survey fieldworkers possess?

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