19Notes_3401_ReviewSession.pptx - Marketing Research MKTG 3401 Class 19 Exam 2 Review Session Please open SPSS and AFC dataset Daniele Mathras

19Notes_3401_ReviewSession.pptx - Marketing Research MKTG...

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Daniele Mathras Northeastern University Marketing Research MKTG 3401 Class 19 - Exam 2 Review Session Please open SPSS and AFC dataset
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Agenda Reminder: MRE Segment 3 is live Online through Wednesday Review Session – Multiple Choice topics Review Session – Univariate Essay Review Session – Multivariate Essay Questions & Practice
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Final Exam Format 90 minutes to complete Exam 2 once you begin Worth 100 points Will be taken IN CLASS on Tuesday Online exam via Blackboard – bring laptops with SPSS and AFC dataset Class 8 – 17 content only (not cumulative): From Questionnaire Design through Multivariate Analysis only Format: 20 multiple choice questions (each worth 3 points), 2 essay questions: Short “essay”: Univariate (worth 10 points) Long “essay”: Multivariate (worth 30 points) Open-book and open-note, not open Internet
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QUESTIONNAIRE DESIGN & MEASUREMENT Class 8
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Scale Comparison
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NOMINAL SCALE Measurement in which numbers are assigned to objects or classes of objects solely for the purpose of identification. CATEGORICAL
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ORDINAL SCALE Measurement in which numbers are assigned to data on the basis of some order (for example, more than, greater than) of the objects. CATEGORICAL
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INTERVAL SCALE Measurement in which the assigned numbers legitimately allow the comparison of the size of the differences among and between members. E.g., Likert Scales, Semantic-Differential Scales, Graphic Rating Scales CONTINUOUS
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RATIO SCALE Measurement that has a natural, or absolute, zero and therefore allows the comparison of absolute magnitudes of the numbers. E.g., Constant-sum rating scale CONTINUOUS
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Interval vs. Ratio Scales Interval Scale Zero is just another scale position Zero = the scale point between -1 and +1 How large is your current credit card balance? -3 -2 -1 0 +1 +2 +3 OR 0 1 2 3 4 5 6 7 Ratio Scale Zero has an absolute meaning Zero = Absence of the property being measured What is your current credit card balance? $ __________
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Key Steps in Questionnaire Development
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Filter Questions A question used to determine if a respondent is likely to possess the knowledge being sought; also used to determine if an individual qualifies as a member of the defined population. For example: “Do you do the grocery shopping for your family?” “Have you eaten at Mickey’s restaurant, located at Sixth Street and Manvel Avenue, within the past six months?” “Did you vote in the last presidential election?”
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Step 4: Determine Form of Response to Each Question Open-ended vs. fixed response questions
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Step 4: Determine Form of Response to Each Question How do you want to report the data to your client? Nominal (%) Interval (% or average Ratio (average) Key issues with fixed-response questions With closed-ended questions, the response categories must be exhaustive ; all reasonable responses must be included Response categories must be mutually-exclusive (cannot all be true or all occur at the same time), except in special cases where more than one answer is acceptable (e.g., check all that apply)
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Step 5: Determine Wording of Each Question Avoid Double-Barreled Questions Carefully use and and or
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Step 6: Prepare Dummy Tables
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