Exam 2 Notes
Measures of central tendency
describe the most typical response to a question- sometimes-called outlier values
Measures of variability
- St. dev
MKTG352 Marketing Research
Summer 1 2011 Meredith E. David
The Marketing Research Process
The Marketing Research Process Steps 1. Problem Definition 2. Research Design 3. Sampling 4. Data Gathering 5. Data Analysis 6. Report Preparation
Exam #2 Study Guide: Chapter 9: Validity of a rating scale: the extent to which a rating scale is a true reflection of the underlying variable being measured Reliability of a rating scale: measures how consistent or stable the ratings generated by the sca
Exam One Review
Chapter One o Marketing Research is the set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data to aid marketing decision makers. MR helps but does not replace decision making 3 Roles of
Chapter 7: Qualitative Research
Qualitative Research involves collecting, analyzing, and interpreting data that cannot be meaningfully quantified, that is, summarized in the form of numbers o Exploratory research o Initial understanding of the problem an
MKTG 352 Homework Assignment #2
Due 5 pm. Friday March 20
ANSWERS ALL ON THE FINAL 2 PAGES!
What make a question bad? Develop 3 examples of bad questions. THEN
rewrite your examples so they could be judged as good questions.
A market researcher is p
Nature and Scope of Secondary Data
What is a Literature Review?
A literature review is a comprehensive examination of available information that is
related to your research topic
Reasons for Conducting a Literature Review
Clarify the research problem an
NAME: -Use the following information to answer questions 1 - 4
Assume you are doing a chi-square test for independence between class and grade. Given the
following data collected by sample survey methods, answer the following questions.
1. Select a company in a field in which you have a career interest and look up information
on this firm in your library or on the Internet. After gaining some knowledge of this
company, its products and services, customers, and competitors, l
Ch. 1 and Ch. 10, pg.
Marketing research defined
(by practitioners (AMA):
Links the organization to its
markets through gathering
Marketing Research Defined
A little more narrowly defined:
Process of designing, gather
Overview of Data
Preparation and Analysis
Suppose you are interested in finding
the satisfaction ratings for an online
movie streaming service, Movies Now,
and whether consumers use their TV vs.
Computer to access it.
You administer a sur
Chapters l to 5
Chapter 7 (pp. 161-l64)
Chapter 1 1 (pp. 268-274)
We did NOT cover Ch. ll (pp 284-287), so those
pages will not be in the exam
Lecture Slides: If it was covered in class, it will come
in the exam
Descriptive and Caus
P age |1
Companies do market analysis to recognize, as early as possible, opportunities or problems that require them to
change their marketing programs.
Once the marketing program is launched and its objectives set, further research is not likely t
1. A researcher should not use words such as "often" or "recently" without defining a time
frame because the respondents' answers will not be comparable. (1 point)
2. Order bias occurs when prior questions influence answers to sub
MKTG 352: Principles of Marketing Research
Instructor: Sina Aghaie
There are 11 pages in the test booklet and 20 + 4 questions.
Each multiple-choice question is worth 5 points.
You must turn in your test booklet at the end of the exam.
1. In judgmental sampling, the expert uses his judgment to identify the representative
2. The object of sampling is to obtain data that is representative of the population.
3. Stratified sampling is useful when subgroups
1. For what type of scaled data (NOIR) is a chi-sq analysis used to study the
relationship between variables?
Nominal and ordinal data
2. In a chi-sq test, what is being compared?
It compares observed and expected frequencies objectively.
3. You would lik
1. This is a 3-part question.
a. What the is purpose of a t-test (i.e., you would do a t-test when you
Test significant differences between means & comparing attitudinal
b. With what type of dependent variable can you conduct a t-test?
No class on Friday (27'h Feb.)
Review session on Monday (2 March)
Exam 2 on Wednesday (4 March)
Chapter 1 1 (pp. 287-290)
Comparing results from two groups
How do we know two groups d
Amazon is interested in whether e-book readers
have caught on with consumers who are avid
readers. Hence, Amazon decides to conduct a study.
The Importance of Sampling
" .' 1:15.;232
Two important questions come to mind about
Two basic types:
Probability Sampling: Each sampling unit has a known
chance (probability) of being included in the sample.
n 5.9. i know the probability of each passenger from
Southwest's list of l0,000 cvstomers being Inclu
Sampling Designs \ F) ' s.
- - - ~- 4 aircramz.
Two bculc types:
Probablllty Sampllngi Each lampling unll hm a known
chance (probobillly) 0! being included in the Iomplo.
- 94 I know lho probabllliy of tech pnuongor from
Souihwur's iln ol