UA MKT 473 - Final Exam Study Guide (4 pages)

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Final Exam Study Guide

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Final Exam Study Guide


Study Guide
University of Alabama
Mkt 473 - Marketing Research
Marketing Research Documents
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MKT437 Exam 3 Chapter 12 Good Questions Important Criteria o Does it provide the necessary decision making information o Always get client approval o Consider the respondent consider the setting Use the right terminology language Survey can be taken by the people I want to take it o Must Pretest o Incentives o Editing coding data entry and data analysis o Introduction flow o Skip patterns screening qualifiers branching Branching might skip around to another question if you answer no o Piping Insert something from pervious question to another question Advantages Disadvantages of open ended questions o Advantages Probing to gain information don t have to have a definite list o Disadvantages Editing coding What are the different types of questions to ask o Multiple choice Closed ended questions Need a mutually exclusive and exhaustive list Make sure all important categories are present Include don t know if relevant The more choices you have the larger the issue o Dichotomous Closed ended questions that ask the respondent to choose between two answers o Scaled response questions Closed ended questions where the respondent is choosing an answer to capture the intensity o Open ended Questions to which the respondent replies in his or her own words o Closed ended Questions that require the respondent to choose from a list Questionnaire flow Layout o Use screening questions to Identify Qualified Respondents o Begin with a question that gets the respondent s interest o o o o o o o Costs o Ask general questions first Ask questions that require work in the middle Insert Prompters at strategic points Position sensitive threatening and demographic questions at the end Put instructions in capital letters and include space for open ended questions Consider attention filters Use a proper introduction closing Incidence rates People who would qualify for the survey o Response rates How many people responded to the survey o Premature termination People end the survey early Skip Logic o If respondent answers a certain way to a question it will take them to another question Double barreled question o Two questions being asked at the same time Chapter 13 Probability vs Nonprobability samples o Probability Samples in which every element of the population has a known nonzero likelihood of selection o Nonprobability Samples in which specific elements from the population have been selected in a nonrandom manner Probability is more generalizable Different types of samples probability o Simple random sampling Get total population then assign everyone a number and then choose at random o Systematic sampling Pick every nth person To get rid of similarity problems put list in alphabetical order o Stratified sampling Two or more subsets Looking for differences Ex male vs female voting o Cluster samples Two or more subsets Not looking for difference Four Different types of nonprobability samples o Convenience Survey people that are convenient to you o o o Judgment samples Make best judgment that they are convenient ex mall surveys Quota samples Sample and meet certain numbers for demographics Members are not selected randomly Snowball samples Glorified pyramid scheme Ask 3 people then they ask 3 people etc Errors o Random Error that results from chance variation o Administrative o Measurement All errors other than sampling error 7 Steps for Developing Sampling Plan o Define the population of interest o Choose the data collection method o Identify the sampling frame o Select a sampling method o Determine sample size o Develop operational procedures for selecting sample elements o Execute plan and consider errors Population o Group of people we are trying to interview Census o Everyone in the population Sample o Portion of population Ways that we define the population o Geographic area o Demographics o Usage o Awareness Chapter 15 Validation vs Validity o Validation Conducted as we specified o Validity Survey measures what it is supposed to measure Validation of the sample o Adequately represents the of what we are measuring Measures of Central tendency o Mean o Median o Mode Measures of dispersion o Standard deviation o Variance Coding of open ended questions

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