Test 2 (302)

Question 1

What is measurement in marketing research?

Answer 1

Measurement is the process of assigning numbers or labels to persons, objects, or events according to specific rules for representing quantities or qualities of attributes.

Question 2

What are the steps in the measurement process?

Answer 2

1) Identify the concept of interest, 2) Develop a construct, 3) Define the concept constitutively, 4) Define the concept operationally, 5) Develop a measurement scale, 6) Evaluate the reliability and validity of the measurement.

Question 3

What are the four types of measurement scales?

Answer 3

1. Nominal = categorizes data without any order or numerical value.
2. Ordinal = ranks items in a specific order but does not indicate the exact differences between them (e.g. ranking 1-5).
3. Interval = equal intervals between values, allowing for meaningful differences, but it lacks a true zero point (degrees).
4. Ratio = includes all the properties of interval scales but also has a meaningful zero point (height, weight, age).

Question 4

What is a construct in marketing research?

Answer 4

A construct is a specific type of concept that exists at a higher level of abstraction and is useful for explaining, predicting, and controlling phenomena

i.e. brand loyalty, customer satisfaction.

Question 5

Define reliability

Answer 5

Reliability is the degree to which measures are free from random error and provide consistent data.

Question 6

Define Validity

Answer 6

validity is the extent to which the instrument measures what it is supposed to measure.

Question 7

What are the main types of reliability?

Answer 7

Test-retest reliability, Equivalent form reliability, and Internal consistency reliability.

Question 8

What are the main types of validity?

Answer 8

Face validity, Content validity, Criterion-related validity (predictive and concurrent), and Construct validity (convergent and discriminant).

Question 9

What is sampling in marketing research?

Answer 9

Sampling is the process of obtaining information from a subset of a larger group and projecting the results to the larger group.

Question 10

What is the difference between probability and nonprobability sampling?

Answer 10

Probability sampling ensures each element has a known, nonzero likelihood of selection, while nonprobability sampling does not follow random selection methods.

Question 11

What are the different probability sampling methods?

Answer 11

Simple random sampling, Systematic sampling, Stratified sampling, and Cluster sampling.

Question 12

What are the different nonprobability sampling methods?

Answer 12

Convenience sampling, Judgment sampling, Quota sampling, and Snowball sampling

Question 13

What is the difference between a sample and a census?

Answer 13

A sample is a subset of the population used to estimate characteristics of the whole, while a census includes data from every member of the population.

Question 14

What are the advantages of probability sampling?

Answer 14

Ensures representativeness, allows calculation of sampling error, and provides results that can be projected to the entire population.

Question 15

What are some common survey research methods?

Answer 15

Face-to-face interviews, Telephone interviews, Online surveys, and Self-administered questionnaires.

Question 16

What are the major sources of error in survey research?

Answer 16

Sampling error, Measurement error, Nonresponse bias, and Response bias

Question 17

What is the purpose of a questionnaire in research?

Answer 17

A questionnaire is designed to generate the data necessary to accomplish the objectives of the research project by standardizing the wording and sequence of questions.

Question 18

What are the two main types of questions in a questionnaire?

Answer 18

1. Open-ended questions.
2. Closed-ended questions

Question 19

What is a Likert scale?

Answer 19

A commonly used attitude measurement scale where respondents indicate their level of agreement or disagreement with a statement.

Question 20

What is a Semantic Differential Scale?

Answer 20

A scale that examines the strengths and weaknesses of a concept by having respondents rate it between dichotomous pairs of words.

Question 21

What is a Constant Sum Scale?

Answer 21

A scale where respondents allocate a fixed number of points among different attributes based on their importance.

Question 22

What is the difference between cross-sectional and longitudinal surveys?

Answer 22

Cross-sectional surveys collect data at a single point in time, while longitudinal surveys track changes over time with repeated measurements.

Question 23

What are the benefits of online surveys?

Answer 23

They are cost-effective, allow for quick data collection, provide flexibility, and can reach a broad audience.

Question 24

What are the disadvantages of telephone surveys?

Answer 24

Declining response rates, higher costs than online surveys, and limited question types due to time constraints.

Question 25

What is a stratified sampling method?

Answer 25

A probability sampling method where the population is divided into distinct subgroups (strata), and random samples are taken from each.

Question 26

What is cluster sampling?

Answer 26

A sampling method where the population is divided into clusters, and entire clusters are randomly selected for study.

Question 27

What is quota sampling?

Answer 27

A nonprobability sampling method where researchers ensure certain characteristics are represented in the sample, but selection is not random.

Question 28

What is snowball sampling?

Answer 28

A sampling technique where initial respondents refer others, making it useful for hard-to-reach populations.

Question 29

What is face validity?

Answer 29

The extent to which a test appears to measure what it is supposed to, based on subjective judgment.

Question 30

What is concurrent validity?

Answer 30

The extent to which a measurement corresponds with another measurement taken at the same time.

Question 31

What is predictive validity?

Answer 31

The extent to which a score on a scale can predict future outcomes (e.g., SAT scores predicting college performance).

Question 32

What is a Stapel scale?

Answer 32

A scale where respondents rate attributes using a scale from -5 to +5 without a neutral point.

Question 33

Explain Sampling Error

Answer 33

The difference between the sample statistic and the true population parameter due to the fact that only a subset of the population is surveyed. *can be reduced by increasing the sample size + ensuring random sampling. Ex: If a survey of 1,000 people predicts that 55% of the population prefers a brand, but the actual preference in the entire population is 53%, the 2% difference is due to sampling error.

Question 34

Explain Measurement Error

Answer 34

The difference between the true value and the measured value due to flaws in the survey instrument, respondent misunderstanding, or data entry errors. ex: If a poorly worded survey question leads respondents to answer in a biased manner, the collected data will not accurately reflect reality.

Question 35

what is simple random sampling

Answer 35

every individual in the population has an equal chance of being selected.

Question 36

what is systemic sampling

Answer 36

the first participant is randomly selected, and the rest are chosen at a fixed interval.

Question 37

What are the key steps in developing a sampling plan?

Answer 37

1) Define the population of interest. 2) Choose a data-collection method. 3) Identify a sampling frame. 4) Select a sampling method. 5) Determine the sample size.

Question 38

What is the central limit theorem and why is it important?

Answer 38

The theorem states that the distribution of sample means approaches a normal distribution as the sample size increases. It helps justify the use of sampling in research.

Question 39

What is frame error in sampling?

Answer 39

Frame error occurs when the list of elements (sampling frame) does not accurately represent the population, leading to selection bias.

Question 40

What is interviewer bias?

Answer 40

Interviewer bias occurs when the interviewer influences the respondent's answers, either intentionally or unintentionally.

Question 41

What are the key characteristics of a good questionnaire?

Answer 41

1) Provides necessary decision-making information. 2) Considers the respondent. 3) Solicits unbiased responses. 4) Meets editing and coding requirements.

Question 42

What is a leading question in a survey?

Answer 42

A question that influences respondents to answer in a particular way, introducing bias (e.g., 'Don't you agree that this product is great?').

Question 43

What is a commercial online panel?

Answer 43

A group of pre-recruited survey participants who opt into answering surveys for multiple research projects.

Question 44

What is the role of geofencing in mobile surveys?

Answer 44

Geofencing creates a virtual boundary that triggers a survey when a person with a smartphone enters a specific location.