1. List the six fundamental principles used to assess the validity of secondary data.
a. How it relates to the current research objective
a. How well it answered the question, what it measured and when the
data was collected.
sample size up when variability goes up
sample size down when error goes up
sample size up when z value up
n = (z^2*s^2)/e^2
n = (z^2*(PxQ)/e^2
z=1.96 = 95% confidence level
if given varience do not need to square number for formula
1. What are the major differences between quantitative and qualitative methods? What
skills must a researcher have to develop and implement each type of design?
a. Qualitative research is data in the form of verbal comments, text or images
and is open end
Briefly describe the process of data validation. Specifically discuss the issues of fraud,
screening, procedure, completeness, and courtesy.
Data validation works like a system of checks and balances and allows a researcher
to determine if interviews, sur
1. Identify three major groups of people involved in the marketing research process,
and then give an example of an unethical behavior sometimes practiced by each
Three major groups of people involved in market research are the research
What are the seven components of the marketing research report? Briefly discuss each
objective and why it is important?
1. The research objectives
a. Objectives are more open-ended in quantitative research and are broader and
more general in qualitative r
Make sure that you know the advantages and disadvantages of qualitative research (Exhibit 4.1,
4.2). Read and understand steps involved in focus group research. Carefully read
Observational Methods Used in Marketing Research, and be familiar wit
o Data not gathered for the immediate study at hand but for some other purpose.
o Internal secondary data
Are collected by a company for accounting purposes, marketing purposes,
Customer knowledge informat
Situations when research might not be needed
o Information already available
o Insufficient time frames
o Inadequate resources
o Costs outweigh value
Phase 1 - Determine the Research Problem
o Step 1. Identify and clarify information needs
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Instead of outlining a hypothesis, a researcher decides to look at the data and then come up
with a hypothesized relationship. This process of deducing themes and patterns as one
Go to www.surveysampling.com and select from the menu, learning center. Once there,
select and review the articles available on the topic of sampling. Select one article and
write a brief summary on how sampling affects the ability to conduct accurate mar
1. Why and how would you use Chi-square and t-tests in hypothesis testing?
Provide an example where you would use Chi-square and another example
where t-test is appropriate.
a. Both the t-test and chi-square tests are used to examine hypotheses that
1. Develop a semantic differential scale, with at least three items, that can identify the
perceptual profile differences between Outback Steakhouse and Longhorn Steakhouse
Thinking about your perceptions of Outback Steakhouse, please select
Discuss the guidelines for developing cover letters. What are some of the advantages of
developing good cover letters? What are some of the costs of a bad cover letter?
The guidelines for developing cover letters are
1. The personalization of the cover le
Primary Data: data collected by yourself
Secondary Data: data already collected
Marketing research is the systematic gathering, recording, analyzing
and interpreting of data about opportunities relating to marketing of goods
The store manager of a local independent grocery store thought customers might stay in the store
longer if slow, easy-to-listen to music were played over the stores intercom system. After some
thought, the manager considered whether he should hire a marke
1. List the 9 steps for designing a research proposal that can be used to address the
following decision problem: Should the Marriott Hotel in Pittsburgh, Pennsylvania,
reduce the quality of its towels and bedding in order to improve the profitability of
Lets say your college has as a goal increasing the participation in student activities on campus.
To help in this effort, you are doing an ethnographic study to better understand why students do
or do not participate in student activities. First, define t
1. Regression and correlation analysis both describe the strength of linear
relationships between variables. Consider the concepts of education and income.
Many people would say these two variables are related in a linear fashion. As
Question 1: Run the appropriate descriptives for all variables and justify why you used the specific tests.
Describe the results.
Study Guide - MKTG 4100
o Marketing research is the systematic gathering, recording, analyzing and
interpreting of data about opportunities relating to marketing of goods and
o It is the function that links an organi
MKTG 4100 Marketing Research
Instructor Armen Tashchian
Literature Reviews and Hypotheses
Types of Research
Exploratory Research Descriptive Research
Literature Search Expert Survey Focus Groups
Relationships and Variables
Relationships . . . associations or links between two or more variables, e.g., lower price is related to higher sales, more frequent exposure to advertisements is related to higher awareness, etc. Independent variable . . . a
Questionnaire Design Measurement and Scaling
Value of Questionnaires
Questionnaires . . . consist of a set of questions and scales assembled to gather primary data. Good questionnaires enable researchers to collect reliable and valid data.
An Example of Nominal Scale
Please indicate your current martial status. _ Single, never married _ Married _ Single (divorced or separated) _ Widowed
Properties of Nominal Scale
The numeric values are merely the names of categories. The numbers are used
Descriptive and Causal Research Designs
Selecting a Descriptive Research Design
Type of problem = describing the situation
Research Questions = issues such as who, what, where, when & how
Research Objectives = identify relationships and determine group di
Selecting a Survey Method
Situational characteristics Task characteristics Respondent characteristics
Situational Factors Affecting Choice
Budget Completion time frame Quality requirements
Completeness of data Data generalizability Data precision