ISU MKT 232 - MKT 232 Exam 2 Study Questions (2 pages)

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MKT 232 Exam 2 Study Questions



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MKT 232 Exam 2 Study Questions

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Pages:
2
School:
Illinois State University
Course:
Mkt 232 - Marketing Research
Marketing Research Documents

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MARKETING RESEARCH STUDY QUESTIONS FOR EXAM 2 Primary Data What are the types of primary data What are examples of each type What are the advantages of using communication for collecting primary data collection What are the advantages of using observation In communication research what is meant by structured unstructured disguised undisguised What is a focus group What is a depth interview in depth interview What is the advantage of using a focus group over a depth interview What are the characteristics of a good focus group moderator What is motivational research and what techniques are used in doing it What methods of administration are used in communication research personal interview telephone interview and mail questionnaire What are the major advantages and disadvantages of each What is random digit dialing and how does it differ from plus one dialing In observation research what is meant by structured unstructured disguised undisguised What mechanical devices are used in doing observational research Questionnaire Design What are the major steps in designing a questionnaire What is a cover letter What incentives can be used to increase cooperation Taking into regard the issues to be pursued what is the proper order to do questionnaire design What are the basic types of questions used on a questionnaire What are good principles to be used in designing a questionnaire What is the randomized response technique What is it used for How should pre testing be done for the questionnaire How often Attitude Measurement What is a scale of measurement What is the difference between nominal ordinal interval and ratio scales of measurement What measures of central tendency can be used with each scale of measurement What are the common approaches that are used to measure attitudes What is the most common approach What is a rating scale Explain what these look like graphic itemized paired comparison rank order constant sum Which ones are used most What is an attitude scale



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