BUAD 433
- MARKETING RESEARCH
Review Questions for
Test #3
Experiments
and Test Marketing (CHAPTER 12):
- What are Experiments?
- How can we demonstrate
Causation?
What are
Experimental Variables & Treatment?
What are the categories
of experimental validity?
What are the Extraneous
Variables?
What are the basic
Issues in Experimentation?
What are the drawbacks
of Experimentation?
What are the categories
of Experimental Design? Pros and Cons.
What is Test Marketing
and Steps in Test Marketing process?
How do we select a test
market and how do we analyze the results?
CONCEPT OF MEASUREMENT
(CHAPTER
13):
- What do
we measure?
- What
are the types of scales used and how do they differ from each other?
- What are
the basic uses for Nominal, Ordinal, Interval and Ratio Scales?
- What are
Reliability, Validity, Sensitivity, and Practicality in measurements?
Attitude Measurement (CHAPTER
14):
- What components of attitude do we measure?
- What factors should be considered in
selecting a measurement scale?
- What are Ranking, Rating and Sorting Scales?
- What are Likert,
Categorical, Constant Sum,
Semantic Differential, and Staple scales and what do they measure?
- What are some of the scales for judging Importance, Frequency of Use,
Favor and Behavior Intention ?
- Why and How do we use comparative scales?
- What impact do the number of points, forced
choices, and balancing has on scales?
- What are the sources of error in measurement?
QUESTIONNAIRE DESIGN (CHAPTER 15):
- What are the basic functions of a Questionnaire?
- What are
the steps in developing questions and questionnaires?
- What are the criteria for good survey questions?
- How should questions be phrased (worded)?
- How do on-line questionnaires differ from other types?
- What is the proper
questioning sequence?
- What role
does pre-coding play in questionnaire design?
- Why do we need to pretest questionnaires?
SAMPLING
PROCEDURES (CHAPTER 16):
- What is sampling?
- Why are the reasons for sampling?
- What are sampling population, sampling frame and sampling
unit?
- What are the steps in
Sampling Design process (Sampling Plan)?
- What are Probability and Non-Probability sampling (types
within each)?
- What are the criteria for good sampling (What decides sample design)?