Marketing Research MKTG 330 - Module 7 Quiz
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Questions and Answers

What is the first step in the marketing research process?

  • Analyze data into information
  • Collect and clean data
  • Develop a sampling plan
  • Map a business problem into a marketing problem (correct)

    • What does a bigger number indicate in an ordinal scale?

  • Lesser attribute of interest
  • Greater attribute of interest (correct)
  • A higher frequency of occurrence
  • A lower frequency of occurrence

    • Which of the following is NOT considered a research instrument?

  • Statistical analysis report (correct)
  • Survey questionnaire
  • Observation guidelines
  • Interview question sheet

    • Based on Dante's and Chloe's responses, what scale coding is used for their answers regarding Netflix viewing frequency?

    <p>Ordinal scale</p> Signup and view all the answers

    In the context of marketing research, why is measurement vital in business management?

    <p>It enables businesses to manage and improve performance.</p> Signup and view all the answers

    In the given context, which beverage is categorized as the most common?

    <p>Coke</p> Signup and view all the answers

    Which characteristic is typically easier to measure?

    <p>Demographic variables</p> Signup and view all the answers

    If there are four Coke bottles, how many beverages in total does this represent?

    <p>Six beverages</p> Signup and view all the answers

    Which of the following sequences best represents a part of the marketing research process?

    <p>Translate, design, collect data</p> Signup and view all the answers

    How often do Chloe and Dante watch Netflix relative to one another?

    <p>Dante watches more frequently than Chloe</p> Signup and view all the answers

    What does the term 'measurement' infer in the context of marketing research?

    <p>Assigning numbers to characteristics</p> Signup and view all the answers

    What scale type is indicated for the frequency of viewing Netflix?

    <p>Ordinal scale</p> Signup and view all the answers

    How is qualitative research feedback delivered according to the course structure?

    <p>Via in-person constructive feedback sessions</p> Signup and view all the answers

    Which of these characteristics could complicate measurement efforts?

    <p>Intangible brand associations</p> Signup and view all the answers

    In the context provided, which beverage cannot be classified as Coke?

    <p>Water</p> Signup and view all the answers

    What is the least frequent viewing option indicated in the ordinal scale for Netflix?

    <p>Once a year</p> Signup and view all the answers

    What best describes the function of a nominal scale?

    <p>It labels objects with numbers without reflecting their value.</p> Signup and view all the answers

    Which statement is true regarding nominal data?

    <p>It primarily involves counting frequency.</p> Signup and view all the answers

    Which scale type is best suited for measuring intelligence, assuming it can be quantified?

    <p>Ratio scale</p> Signup and view all the answers

    What is a characteristic of an ordinal scale?

    <p>It ranks objects in order of magnitude.</p> Signup and view all the answers

    What is not a permissible action with a nominal scale?

    <p>Labeling multiple objects with the same number.</p> Signup and view all the answers

    Which of the following best exemplifies an interval scale?

    <p>Testing temperature in Celsius.</p> Signup and view all the answers

    In what way are Psychographic variables typically categorized?

    <p>As non-observable variables lacking common categories.</p> Signup and view all the answers

    What is the key limitation of data collected via a nominal scale?

    <p>It only supports basic counting of frequencies.</p> Signup and view all the answers

    What can be concluded about Usain Bolt's and Danny Kim's medal standings in the given scenario?

    <p>Usain Bolt possesses more recognition, but the difference in their awards does not imply a unit measurement.</p> Signup and view all the answers

    Which statement about ordinal variables is accurate?

    <p>Ordinal variables allow for meaningful comparison but not precise differences.</p> Signup and view all the answers

    What type of scale is indicated when asking guests to rate their satisfaction as -2, -1, 0, 1, and 2?

    <p>Ordinal scale</p> Signup and view all the answers

    In the context given, how is frequency related to ordinal data?

    <p>Ordinal data can use frequency measures like percentiles along with percentage and mode.</p> Signup and view all the answers

    Which of the following best exemplifies an ordinal variable?

    <p>Customer ratings from 1 to 5 for a product.</p> Signup and view all the answers

    When asked to rate a movie on a scale from 1 to 5, which characteristic of ordinal variables is showcased?

    <p>The scale indicates ranking without implying exact differences.</p> Signup and view all the answers

    What does the ordinal scale indicate when guests report their satisfaction at Mariott Hotels?

    <p>Satisfaction can be ranked but the difference lacks a precise measure.</p> Signup and view all the answers

    Which of the following statements accurately describes the characteristics of an ordinal variable?

    <p>Ordinal variables allow for percentage calculations but not for the mean.</p> Signup and view all the answers

    Study Notes

    Marketing Research - MKTG 330

    • Course taught by Danny Kim
    • Module 7: Research Instrument I

    Schedule

    • October 7th: Midterm I
    • October 9th: Research Instrument I, Sampling Techniques II (Mini Case II assigned)
    • October 11th: Research Instruments II
    • October 14th: Sampling Techniques I (CA7: Sampling - individual)
    • October 18th: Sampling Techniques III
    • October 21st: No class (university holiday)
    • October 23rd: Survey design I, Mini Case II due
    • October 25th: Survey design II (CA8: Survey design - group)

    CA6: Mid-semester Feedback

    • In-person feedback: preferred method
    • No emails: emails are one-way communication
    • Full points: regardless of feedback submission
    • Individual Assignment: feedback is deliverable
    • Due Date: October 11, 2024, 6 PM PST

    Marketing Research Process

    • Step 1: Map business problem to marketing problem
    • Step 2: Translate marketing problem into research methodology
    • Step 3: Design the research instrument
    • Step 4: Devise a sampling plan
    • Step 5: Collect data & clean data
    • Step 6: Analyze data into information & report information

    Research Instrument

    • A tool to gather data
    • Examples: survey questionnaire, interview question sheet, observation guidelines (focus group discussion)

    Measurement

    • Assigning numbers to characteristics
    • Essential in business management
    • “You can't manage what you can't measure” - Dr. Peter Drucker
    • Often considered simple for demographic variables (age, religion, nationality, academic performance)
    • Measurement becomes challenging for psychographic variables (mental maturity, religiosity, patriotism, intelligence)

    Scale

    • Instrument measuring both demographic and psychographic variables
    • Example questions: class standing, political identity, satisfaction
    • Four types of scales: nominal, ordinal, interval, and ratio

    Nominal Scale

    • Assigning labels to objects using numbers
    • Numbers don’t represent quantity, only distinguish
    • Examples: coded beverages (Coke = 0, Water = 1, Fanta = 5, Sprite = 6)
    • Calculations: Frequency, percentages, mode
    • Does not indicate magnitude or order.

    Ordinal Scale

    • Numbers indicate rank ordering
    • Order matters, but units lack meaning
    • Examples: Netflix usage frequency, ranking of Olympics medals, satisfaction ratings
    • Calculations: Frequency, percentages, mode, percentile, quartile, median, minimum, maximum
    • Can compare, but cannot determine precise differences between values.

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    GONZAGA MKTG 330 Marketing Research PDF

    Description

    Test your understanding of Research Instrument I from the Marketing Research MKTG 330 course taught by Danny Kim. This quiz covers the essential concepts related to sampling techniques and survey design introduced in Module 7. Prepare for your upcoming evaluations with this focused assessment.

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