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 (D)</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. (B)</p> Signup and view all the answers

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

<p>Coke (C)</p> Signup and view all the answers

Which characteristic is typically easier to measure?

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

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

<p>Six beverages (D)</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 (A)</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 (D)</p> Signup and view all the answers

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

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

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

<p>Ordinal scale (D)</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 (A)</p> Signup and view all the answers

Which of these characteristics could complicate measurement efforts?

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

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

<p>Water (D)</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 (C)</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. (A)</p> Signup and view all the answers

Which statement is true regarding nominal data?

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

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

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

What is a characteristic of an ordinal scale?

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

Which of the following best exemplifies an interval scale?

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

In what way are Psychographic variables typically categorized?

<p>As non-observable variables lacking common categories. (C)</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. (B)</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. (D)</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. (A)</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 (B)</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. (D)</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. (A)</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. (D)</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. (B)</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. (B)</p> Signup and view all the answers

Flashcards

Research Instrument

A tool used to gather data in research.

Measurement

Assigning numbers to characteristics.

Survey Questionnaire

A list of questions used in a survey.

Interview Question Sheet

A list of questions for interviews.

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Focus Group Discussion Guidelines

Rules for focus group discussions.

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Demographic Variables

Characteristics like age, religion, nationality.

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Observable Characteristics

Things you can see or describe.

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Marketing Research Process

Steps involved in market research.

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Nominal Scale

A scale that assigns numbers to objects as labels, not as values. Numbers represent categories, not a specific amount.

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Nominal Data

Data resulting from a nominal scale; data that represents categories or groups.

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Scale (measurement)

An instrument used to measure variables, both demographic and psychographic.

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Possible Calculations (Nominal Scale)

Only frequency counts are valid calculations with nominal data. Percentage and mode are appropriate statistics.

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Duplicate Numbers in Nominal Scale

Not allowed. Each category must be uniquely assigned a number.

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Number meaning in Nominal Scale

A number assigned in nominal scale does not indicate the quantity of content or importance, only grouping.

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Psychographic Variables

Non-observable traits or characteristics, like mental maturity or religiosity, difficult to measure.

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Latent Variables

Non-observable characteristics that could be measured using scales, but are not directly measurable.

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Attribute of Interest

The specific characteristic or feature that is being measured in a research study.

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Coding

Assigning numbers to responses or observations in a research study.

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Data Analysis

The process of examining and interpreting data to identify patterns and draw conclusions.

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Qualitative Data

Data that is descriptive, narrative, and often based on observations or interviews.

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Quantitative Data

Data that is numerical and can be measured and analyzed statistically.

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Numerical Representation

Using numbers to quantify and express data.

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Scale of Measurement

A system for classifying and quantifying data based on the nature of the variable.

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Ordinal Variable

A variable measured on an ordinal scale, representing categories with a clear order.

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Median

The middle value in a dataset when ordered from least to greatest.

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Percentile

A value below which a certain percentage of data points fall.

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Frequency Operation for Ordinal Data

Beyond percentage and mode, ordinal data allows for calculations like percentile, quartile, median, minimum, and maximum.

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Centile

A measure of position within a dataset, specifically a percentile, quartile, or median.

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Unit of Change in Ordinal Data

The difference between categories is not inherently a fixed unit, meaning there's no standardized 'size' of difference.

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Starting Value in Ordinal Data

The lowest point on an ordinal scale can be any number, as long as the categories are ordered.

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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

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