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Questions and Answers

Which beverage does the owner have the least of?

  • Fanta
  • Coke (correct)
  • Water
  • Sprite

What is the highest rank in the ordinal scale for Netflix viewing frequency?

  • Once a day
  • Once a week
  • Once every hour (correct)
  • Once every 6 months

Which statement correctly describes the relationship between numbers in an ordinal scale?

  • Numbers do not imply any order.
  • Larger numbers indicate a greater attribute of interest. (correct)
  • Numbers indicate precise measurements.
  • All numbers represent equal intervals.

In the context of the ordinal scale question, what does a code of 1 represent?

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

Which beverage has the highest quantity based on the information given?

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

Which of the following statements about the ordinal scale is true?

<p>Responses can be ranked but not measured quantitatively. (D)</p> Signup and view all the answers

If Chloe coded her Netflix viewing frequency as 1, how often does she watch Netflix?

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

What percentage of the total beverage count is represented by Coke if there are a total of 12 bottles?

<p>0% (C)</p> Signup and view all the answers

What is the first step in the marketing research process?

<p>Map a business problem into a marketing problem (A)</p> Signup and view all the answers

Which of the following is NOT considered a research instrument?

<p>Sales forecast (D)</p> Signup and view all the answers

Why is measurement important in business management?

<p>It allows for effective management of measurable factors. (D)</p> Signup and view all the answers

Which of these statements about measurement of demographic variables is true?

<p>Observable characteristics often have predefined units or categories. (B)</p> Signup and view all the answers

Which step follows the design of the research instrument in the marketing research process?

<p>Devise a sampling plan (B)</p> Signup and view all the answers

What kind of characteristics does measurement typically involve?

<p>Observable or definable characteristics (A)</p> Signup and view all the answers

Which of the following best describes the role of a research instrument?

<p>It is a material used to collect data. (C)</p> Signup and view all the answers

What is the purpose of translating a marketing problem into a research methodology?

<p>To outline how data will be collected and analyzed. (C)</p> Signup and view all the answers

What is the primary function of a nominal scale?

<p>To label or identify objects using numbers (D)</p> Signup and view all the answers

Which of the following statements about nominal data is accurate?

<p>The only statistical analysis possible is frequency counts (D)</p> Signup and view all the answers

How is a nominal scale differentiated from an ordinal scale?

<p>Ordinal scales have a definable order among the items (B)</p> Signup and view all the answers

Which of the following is NOT a characteristic of nominal scales?

<p>They support calculations of averages (B)</p> Signup and view all the answers

What type of data is produced by a nominal scale?

<p>Nominal data (D)</p> Signup and view all the answers

Which of the following represents a correct use of a nominal scale?

<p>Identifying student classes as Freshman, Sophomore, etc. (A)</p> Signup and view all the answers

What is a limitation of using nominal scales for measurement?

<p>They cannot display order or hierarchy among categories (C)</p> Signup and view all the answers

Which statistical analysis is not applicable to nominal data?

<p>Mean calculation (D)</p> Signup and view all the answers

What characteristic does an ordinal variable convey that a nominal variable does not?

<p>It allows for comparisons of magnitude. (A)</p> Signup and view all the answers

Which statement about ordinal scales is true?

<p>Ordinal scales provide information about the direction of magnitude. (C)</p> Signup and view all the answers

In the context of satisfaction ratings, what does a score of -2 represent?

<p>Complete dissatisfaction (A)</p> Signup and view all the answers

What is a key feature of ordinal data that distinguishes it from nominal data?

<p>The presence of an inherent order among categories. (B)</p> Signup and view all the answers

Which of the following is NOT permissible with ordinal data?

<p>Calculating standard deviation. (A)</p> Signup and view all the answers

In comparative terms, how can Usain Bolt's and Danny Kim's achievements in the Olympics be described?

<p>Bolt's achievement is ranked higher than Kim's. (B)</p> Signup and view all the answers

What operation is unique to ordinal data that is not applicable to nominal data?

<p>Use of percentiles. (B)</p> Signup and view all the answers

If a scale asks respondents to rate their satisfaction from -2 to 2, what does a score of 1 signify?

<p>Moderate satisfaction. (A)</p> Signup and view all the answers

Flashcards

Research Instrument

A tool used to gather data in research, such as a survey questionnaire, interview questions, or observational guidelines.

Measurement

The process of assigning numbers to characteristics in order to describe them.

Marketing Research Process

The steps involved in understanding a business problem and using research to find solutions.

Survey Questionnaire

A set of questions used to collect data from a sample of people.

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Interview Question Sheet

A list of questions used to collect data during an interview.

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Focus Group

A discussion among a group of people guided by a moderator to understand the participants' thoughts and opinions on a subject.

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Demographic Variables

Observable characteristics of people such as age, gender, religion, ethnicity, or educational attainment.

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Business Problem → Marketing Problem

The process of identifying the core marketing issue behind a broader business problem.

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Nominal Scale

A scale that uses numbers to label or categorize objects, not to measure amounts.

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Nominal Data

Data that results from using a nominal scale.

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Psychographic Variables

Non-observable characteristics like religion, nationality, or intelligence.

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Scale (Measurement)

An instrument used to measure variables, including psychographic ones.

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Measurement Challenges of Psychographic Variables

Difficulty in measuring concepts like intelligence or religiosity due to their non-observable nature.

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Frequency

A count of how many times something occurs.

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Mode (Statistics)

The most frequently occurring value in a dataset.

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Percentage

A proportion or number expressed as parts per 100.

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Ordinal Scale

A scale where numbers represent rank order, not precise differences.

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Ordinal Scale Example

Example: Rating Netflix viewing frequency (once a year = 1, once a day = 5).

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Coke Bottles 50%

Coke represents half of user's total beverages.

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Coke Dominance

Coke is the most frequent beverage among available options.

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Coke vs. Water

Coke and water are distinct entities, not interchangeable or a combination.

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Ranking Measurement

Numbers describe the order of an attribute, not the magnitude of difference.

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Netflix Frequency

The scale measures how often someone watches Netflix.

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Ordinal Scale Application

This measurement type is great for showing relative importance or frequency.

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Ordinal Variable

A variable that indicates the order or rank of items, but doesn't specify the distance between them.

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Ordinal Scale

A measurement scale that classifies and orders data points along a continuum, but doesn't quantify the intervals between them.

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Interval between values

The difference in magnitude between two points on an ordinal scale is not meaningful

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Ordinal Data Example

Data representing order or rank, not distance between attributes.

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Centiles

Values that divide a dataset into 100 equal parts

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Median

The midpoint of a dataset

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Mode

Most frequent value in a dataset

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Frequency

The number of times a specific value appears

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Study Notes

Course Information

  • Course: Marketing Research (MKTG 330)
  • Instructor: Danny Kim
  • Module: 7, Research Instrument I

Schedule

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

CA6: Mid-semester Feedback

  • In-person feedback is preferred; emails are one-directional.
  • Full points will be awarded regardless of in-person feedback.
  • Individual assignment.
  • Deliverable: Feedback
  • Due: October 11, 2024, 6 PM PST

Marketing Research Process

  • Map a business problem into a marketing problem
  • Translate the marketing problem into a research methodology
  • Design the research instrument
  • Devise a sampling plan
  • Collect data & clean data
  • Analyze data into information & report information

Research Instrument

  • A research instrument is a tool used to collect data.
  • Examples: survey questionnaire, interview question sheet, observation guidelines (focus group discussion).

Measurement

  • Measurement assigns numbers to characteristics.
  • Measurement is critical for effective business management.
  • "You can't manage what you can't measure" (Dr. Peter Drucker)
  • Measurement is often simple for demographics (age, religion, nationality).
  • Measurement becomes complex for psychographics (mental maturity, religiosity, patriotism.)

Scale

  • A scale is used to measure both demographic and psychographic variables.
  • Scales have various types: nominal, ordinal, interval, and ratio.
  • Each scale type generates specific data types.

Nominal Scale

  • Numbers act as labels to identify objects.
  • Numbers don't represent quantity.
  • Example: Coding Coke as 0, water as 1.
  • Only frequency-based statistics like percentage and mode are used.

Ordinal Scale

  • Numbers indicate rank ordering.
  • The bigger number represents a greater attribute.
  • Distance between numbers isn't meaningful.
  • Used frequently in rating systems.
  • Example: Ratings for Avatar: The Way of Water (1-5 stars), satisfaction level at Marriott (-2 to +2).

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Gonzaga MKTG 330 Marketing Research Module 7 PDF

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