1. Explain the relationship between marketing research and the marketing concept. 2. If a respondent is paid $50 for their opinions, do they forfeit all their respondent rights? If so, what rights have been forfeited? 3. List and describe the steps in the marketing research process. 4. Discuss three ethical issues in marketing research that relate to (1) the client, (2) the supplier, and (3) the respondent 5. What is the difference between a symptom and a problem (marketing cause) and how does a skillful researcher differentiate between the two? 6. What is sampling error and how can the researcher minimize sampling error when conducting a research survey? 7. Identify and discuss the three elements of the sampling formula. How does each impact overall sample size and the accuracy (margin of error) of the survey sampling results? 8. What are the main purposes for which descriptive research is conducted? What are the main purposes for which diagnostic research is conducted? 9. How do probability sampling techniques differ from non-probability sampling techniques. What factors should be considered when choosing between probability and non-probability sampling. Name and describe two examples of each. 10. What is measurement validity and reliability and why are they important? 11. What are the advantages and disadvantages of comparative and non-comparative measurement scales? 12. Discuss how you would evaluate and determine whether a question should be included in a survey questionnaire. 13. Using the sampling formula, determine the sample size for a MOE of +/2.5% @ 95% condence. 14. Using the sampling formula, determine the MOE for a sample of 675 @ 95% condence