Quiz 1 Study Guide
While interviewing a respondent about reasons why she doesn't buy a particular brand of video
games, an interviewer gets the following response, "This brand's games are not sophisticated."
The interviewer asks, "What exactly do you mean
Corryville Kroghetto Kroger
Marketing Research Report
June 1st, 2012
Table of Contents
Qualitative Key Findings & Background
VII. Quantitative Findings
1. What are the objectives of doing a literature review?
Literature Review: a comprehensive examination of available secondary info that is
related to your research topic; BACKGROUND RESEARCH
ADD MORE FROM SLIDES
2. Illustrate sources of traditional inter
2. SCALES, SCALES, SCALES - names, identify examples of each, good vs bad design
Interval: Likert, Thurstone, Stapel, associative, semantic-differential; intervals
between adjacent ranks are equal; typical numbers, temperature scales, attitude
1. What is secondary research? A literature review? What are they? How do you use
them? Strengths and limitations? Be able to identify when in the managerial decision making
process you would use them.
Secondary Research: info previously collected for som
1. What is internal and external validity?
a. Validity: The extent to which the conclusions drawn from an experiment are true
a.i. Internal Validity: The extent to which the research design accurately
identifies causal relationships. Ex: testing the addit
1. 3 Different types of survey methods, advantages and disadvantages, and examples of
a. Person-Administered: Trained interviewer asks questions and records subjects
answers. Ex: In-home interview, mall-intercept interview.
b. Telephone- Administered
Quiz 2 Study Guide
Understand how to identify a poorly written question and correct it.
- Lecture 6, slides 70-74
Scales, Scales, Scales names, identify examples of each, good vs bad design
Nominal name yes or no classification (sex, geography, class)
Team Project Assignment #3
Research Technique Used: IDI
Summary of Research Process:
As a group we decided to conduct in-depth interviews. We compiled a list of
questions focusing on all aspects that we could possibly think of that could be used to