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Marketing Final Exam

Aacsb msc blooms synthesis 10 discuss the four types

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Unformatted text preview: swers. Mail panels are an alternative to the one-shot mail survey. The mail panel consists of a recruited sample of households that participate by mail. The mail panel is used several times. Panel members often are rewarded for their participation, and response rates are quite high. PTS: 1 REF: 144 Communication KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 10. Discuss the four types of observation research and give an example of how each is used in marketing research. ANS: The four types of observation research are: PEOPLE WATCHING PEOPLE. Examples include mystery shoppers and one-way mirror observations. PEOPLE WATCHING AN ACTIVITY. Observer stands at an intersection and counts traffic moving in various directions. MACHINES WATCHING PEOPLE. Movie or videotape camera records behaviors as in the people-watching-people example. MACHINES WATCHING AN ACTIVITY. An example is the use of traffic-counting machines to monitor traffic flow. PTS: 1 REF: 146 Communication KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 11. Explain how researchers conduct an experiment and discuss the characteristic of a good experiment. ANS: An experiment is a method for gathering primary data. It is characterized by the researcher changing one or more variables (such as price, package design, or advertising theme) while observing the effect of those changes on another variable (usually sales).The best experiments are those in which all factors are held constant except the ones being manipulated. This allows the researcher to observe the changes in the variable of interest. PTS: 1 REF: 147-148 Communication KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 12. Compare and contrast probability samples and nonprobability samples. List the types of samples for each. ANS: PROBABILITY SAMPLES. If the sample must be representative of the population, probability sampling is used. In this case, every element in the population has a known statistical likelihood of being selected. The types of probability samples are random sample, stratified sample, cluster sample, and systematic sample. NONPROBABILITY SAMPLES. Any sample in which there is little or no attempt to ensure a representative cross section is a nonprobability sample. The probability of selection of each sampling unit is not known. The types of nonprobability samples are convenience sample, judgment sample, quota sample, and snowball sample. PTS: 1 REF: 148-149 Communication KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 13. Any time a sample is used in marketing research, there will be two major types of errors, measurement error and sampling error. Briefly describe these two sources of error. Then name and define one other possible source of error. ANS: MEASUREMENT ERROR occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process. This error tends...
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