Reading Guide Exam 1 (1)

Reading Guide Exam 1 (1) - Chapter 4 What are the key...

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Reading Guide Textbook Read all chapters completely. This will reinforce things that we talk about in class. The following questions are designed to highlight things that are not discussed in class, but are still important. Chapter 1 How has the Internet influenced marketing research? Give an example of (a) the descriptive role of marketing research, (b) the diagnostic role of marketing research, and (c) the predictive role of marketing research. Chapter 2 What is the difference between a management problem and a marketing research problem? What is a request for proposal (RFP)? When choosing a marketing research supplier, what characteristics are important? Chapter 3 What are the advantages of using secondary data? What limitations are there in using secondary data? What is data mining? What are the some major concerns to be aware, when using data mining? What is a marketing research aggregator?
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Unformatted text preview: Chapter 4 What are the key attributes desired in a moderator? What is a discussion guide? What are the advantages/disadvantages of using focus groups? What are the advantages/disadvantages of using individual depth interviews? What is the Delphi Methods? What is the storytelling method? Chapter 6 What are the different types of online focus groups? What are the advantages/disadvantages of online focus groups? What are the advantages/disadvantages of online surveys? What are the different types of online panels? Smith (1974) What is pseudo-research? Why should we be concerned with pseudo-research? Anderson and Simester (2011) What is the “test and learn” approach? Why is “test and learn” a useful approach? What are the seven rules of running experiments? Duboff (2007) What is the Delphi technique? How is it performed?...
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This document was uploaded on 10/27/2011 for the course BUSINESS ALL at Texas Tech.

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Reading Guide Exam 1 (1) - Chapter 4 What are the key...

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