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Chapter 1: Introduction
to Marketing Research
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1.
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What are the steps
in the marketing research process?
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2.
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Define marketing
research. What are some of the noteworthy aspects
of this definition?
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3.
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What is a Marketing
Information System? How is a Decision Support
System different from a Marketing Information
System?
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Chapter 2: Defining the
Marketing Research Problem and Developing an
Approach
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1.
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Which step in the
marketing research process is most important?
Why?
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2.
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What can be done to
help define the research problem?
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3.
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How are primary and
secondary data different?
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4.
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How are management
decision problems different from marketing research
problems?
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5.
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How are research
questions different from hypotheses?
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Chapter 3: Research
Design
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1.
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Define research
design.
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2.
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How are exploratory
research and causal research different?
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3.
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Why is descriptive
research conducted? How is it different than causal
research?
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4.
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How are
longitudinal research and cross-sectional research
different?
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5.
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What is the
difference between random sampling errors and
non-sampling errors?
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Chapter 16: Data
Analysis
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1.
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What are the
statistics associated with frequency distribution?
(Be able to interpret them.)
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2.
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How is an
alternative hypothesis different from a null
hypothesis?
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3.
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What is the
difference between a Type-1 error (alpha error) and
a Type-2 error?
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4.
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Interpretation of a
chi-square result.
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Chapter 17: More Data
Analysis
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1.
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Interpret t-test
and ANOVA results. Are there any assumptions that
you need to be concerned about for them?
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2.
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What is the
difference between a dependent and independent
variable?
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3.
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How are paired and
independent sample t-tests different?
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Chapter 18: Correlation
and Regression
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1.
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What does a
regression line represent?
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2.
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How are correlation
and regression different?
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3.
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Interpret a simple
regression results.
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