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Marketing Research Test
#2
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The second examination is
scheduled during class on April 24. Test #2 will be a combination of
multiple choice and short answer questions. The following is a list
of study questions to help you to prepare for the examination.
Additional information will be provided during class on April 22.
Last updated
April 24, 2009
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Chapter 9:
Measurement and Scaling
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1.
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What are the four
primary scales of measurement and their basic
characteristics?
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Chapter 10:
Non-comparative Scaling
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1.
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What does a
non-comparative scale measure?
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2.
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How are continuous,
Likert, semantic, and Staple scales
constructed?
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3.
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How many categories
should be used in itemized rating
scales?
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4.
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What is total
measurement error? How is it calculated?
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5.
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Why are reliability
and validity important when evaluating multi-item
scales?
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Chapter
11: Questionnaire and Form
Design
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1.
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What are the steps
in the questionnaire design process?
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2.
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Is it a good idea
to combine two or more questions into one in order
to save space on a questionnaire?
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3.
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Why are filter
questions used?
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4.
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What is the
advantages and disadvantages of using open-ended
questions?
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5.
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What are the main
forms of structured questions used in survey
research?
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6.
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How can order bias
be reduced?
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7.
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Why should
pretesting be employed?
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Chapter 15: Data
Preparation and Analysis Strategy
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1.
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Describe the steps
in the data preparation process.
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2.
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What is important
to remember when developing category
codes?
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3.
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How are univariate
and multivariate statistical techniques
different?
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