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business
marketing research

Questions and Answers of Marketing Research

2 Describe the survey fieldwork/data collection process.
1 Why do marketing researchers need to use survey fieldworkers?
5 explain the issues related to fieldwork when conducting international marketing research;6 discuss ethical aspects of survey fieldwork.
4 describe evaluating fieldworkers in areas of cost and time, response rates, quality of interviewing and the quality of data;
3 discuss supervising fieldworkers in terms of quality control and editing, sampling control, control of cheating and central office control;
1 describe the survey fieldwork process and explain the selecting, training and supervising of fieldworkers, validating fieldwork and evaluating fieldworkers;
9 How is the sample size affected when the degree of confidence with which a population mean is estimated is increased from 95% to 99%?
7 identify the ethical issues related to sample size determination, particularly the estimation of population variance.
6 understand the difficulty of statistically determining the sample size in international marketing research;
5 discuss the non-response issues in sampling and the procedures for improving response rates and adjusting for non-response;
4 derive the formulas to determine statistically the sample size for estimating means and proportions;
1 define key concepts and symbols pertinent to sampling;
8 identify the ethical issues related to the sampling design process and the use of appropriate sampling techniques.
Describe the issues involved in pilot-testing a questionnaire. P-po7
What is the proper order for questions intended to obtain basic, classification and identification information? P-po7
What is a leading question? Give an example. P-po7
What are the issues involved in designing multiple-choice questions? P-po7
What are the advantages and disadvantages of unstructured questions? P-po7
What can a researcher do to make the request for information seem legitimate? P-po7
Explain the concepts of aided and unaided recall. P-po7
Explain the errors of omission, telescoping and creation. What can be done to reduce such errors? P-po7
What are the reasons why respondents may be (a) unable to answer and (b) unwilling to answer the question asked? P-po7
How would you determine whether a specific question should be included in a questionnaire? P-po7
What does the marketing researcher have to offer potential questionnaire respondents? Why should this question be considered? P-po7
What expectations does the marketing researcher have of potential questionnaire respondents – in terms of how they will react to the experience of completing a questionnaire? P-po7
What is the purpose of the questionnaire? P-po7
understand the ethical issues involved in questionnaire design. P-po7
describe the process of designing a questionnaire, the steps involved, and guidelines that must be followed at each step; P-po7
understand the array of trade-offs that have to be made in the total process of questionnaire design; P-po7
explain the purpose of a questionnaire and its objectives of asking questions that respondents can and will answer, encouraging respondents, and minimising response error; P-po7
How would you select a particular scaling technique? P-po7
What is validity? What is criterion validity? How is it assessed? P-po7
What is reliability? What are the differences between test–re-test and alternativeforms reliability? P-po7
How does the nature and degree of verbal description affect the response to itemised rating scales? P-po7
Should an odd or even number of categories be used in an itemised rating scale? P-po7
What are the major decisions involved in constructing an itemised rating scale? How many scale categories should be used in an itemised rating scale? Why? P-po7
Describe the semantic differential scale and the Likert scale. For what purposes are these scales used? P-po7
Identify the type of scale (nominal, ordinal, interval or ratio) used in each of the following. Give reasons for your choice.(a) I like to listen to the radio when I am revising for exams Disagree
Describe the constant sum scale. How is it different from the other comparative rating scales? P-po7
What is a paired comparison? What are the advantages and disadvantages of paired comparison scaling? P-po7
What is a comparative rating scale ? P-po7
What are the advantages of a ratio scale over an interval scale? Are these advantages significant? P-po7
Describe and illustrate, with examples, the differences between a nominal and an ordinal scale. P-po7
Highlight any marketing phenomena that you feel may be problematic in terms of assigning numbers to characteristics of those phenomena. P-po7
What is measurement? P-po7
understand the ethical issues involved in selecting scales of measurement. P-po7
discuss the considerations involved in implementing the primary scales of measurement in an international setting; P-po7
discuss the criteria used for scale evaluation and explain how to assess reliability, validity and generalisability; P-po7
discuss the decisions involved in constructing itemised rating scales; P-po7
describe the non-comparative scaling techniques, distinguish between continuous and itemised rating scales, and explain Likert, semantic differential and Stapel scales; P-po7
explain the concept of verbal protocols and discuss how they could be employed to measure consumer response to advertising; P-po7
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; P-po7
discuss the primary scales of measurement and differentiate nominal, ordinal, interval and ratio scales; P-po7
introduce the concepts of measurement and scaling and show how scaling may be considered an extension of measurement; P-po7
Describe how simulated test marketing works? P-po7
What is the main difference between a standard test market and a controlled test market? P-po7
What is test marketing? What are the three types of test marketing? P-po7
Should descriptive research be used for investigating causal relationships? Why or why not? P-po7
Compare the characteristics of laboratory and field experimentation. P-po7
What are the limitations of the Latin square design? P-po7
What advantages do statistical designs have over basic designs? P-po7
How is a multiple time series design different from a basic time series design? P-po7
What is a time series experiment? When is it used? P-po7
List the steps involved in implementing the post-test-only control group design.Describe the design symbolically. P-po7
What is the key characteristic that distinguishes true experimental designs from preexperimental designs? P-po7
Describe the various methods for controlling extraneous sources of variation. P-po7
List any five extraneous variables and give an example to show how each can reduce internal validity. P-po7
Differentiate between internal and external validity. P-po7
What are the requirements for inferring a causal relationship between two variables? P-po7
describe the ethical issues involved in conducting causal research and the role of debriefing in addressing some of these issues. P-po7
understand the problems of internal and external validity of field experiments when conducted in international markets; P-po7
describe test marketing and its various forms: standard test market, controlled test market and simulated test market; P-po7
compare and contrast the use of laboratory versus field experimentation and experimental versus non-experimental designs in marketing research; P-po7
describe and evaluate experimental designs and the differences among pre-experimental, true experimental, quasi-experimental and statistical designs; P-po7
discuss the various extraneous variables that can affect the validity of results obtained through experimentation and explain how the researcher can control extraneous variables; P-po7
define and differentiate two types of validity: internal validity and external validity; P-po7
explain the concept of causality as defined in marketing research and distinguish between the ordinary meaning and the scientific meaning of causality; P-po7
15 What do you see as being the main ethical problems of mystery shopping?
10 Explain, using examples, where content analysis may be used.
7 What are the key advantages of conducting interviews on the Internet? Evaluate the potential that this technique holds for the future.
6 What are the distinct advantages of conducting a survey using CAPI technology compared to traditional paper questionnaires?
4 Why do interviewers need to probe respondents in surveys? What distinguishes survey probing from probing conducted in qualitative interviews?
3 Evaluate the reasons why response rates to industrial surveys are declining.
2 Discuss the dilemma faced by the survey designer who wishes to develop a survey that is not prone to interviewer bias but also sees that interviewer rapport with respondents is vital to the success
1 With a context of the survey researcher imposing their language and logic upon potential respondents, what do you see as being the advantages and disadvantages of conducting surveys?
7 understand the ethical issues involved in conducting survey and observational research.
1 discuss and classify survey techniques available to marketing researchers, and describe various survey techniques;
13 Evaluate the main concerns that exist with the use of computers in qualitative data analysis.
12 How may computers help in the whole process of qualitative data gathering and analysis?
7 What are the advantages and disadvantages of handing over audiotapes of qualitative interviews to a typist who has taken no part in the interviews?
1 How may the social and cultural background of a researcher affect they way they:■ gather qualitative data?■ interpret the whole array of qualitative data they have gathered?
7 appreciate the strengths and weaknesses of analysing data using qualitative analysis software and have the means to experiment further with a number of online demonstrations;
5 appreciate the benefits of being able to display the meaning and structure that a qualitative researcher sees in their data;
15 What limitations are there to conducting depth interviews by email, compared with meeting respondents face to face?
14 Describe a projective technique that you feel would work particularly well by email –without the use of Webcams.
13 Why may depth interviews or projective techniques upset or disturb respondents?
12 Why is the context of questioning particularly important when conducting depth interviews in international marketing research?
11 Describe the criteria by which marketing researchers may evaluate the relative worth of qualitative techniques.
10 Describe the story completion technique. Give an example of the type of respondent and the context in which such a technique would work.
8 What are projective techniques? Under what circumstances should projective techniques be used?

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