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? Explain what these look like: semantic differential, Likert, Stapel, adjective checklist. Which ones are used most? What is the difference between comparative and noncomparative rating scales? In itemized scaling what is meant by: even/odd, balanced/unbalanced, forced/unforced? Can you identify? What is the right number of scale categories? How do you decide which items to keep in a Likert (summated rating) scale? How would an adjective checklist be used? What is a halo effect and when does it come into play? [text] What is an indirect attitude measurement? [text] Causality How does the scientific notion of causality differ from the common sense notion? What are the evidences of causality?