Podcast
Questions and Answers
Which beverage does the owner have the least of?
Which beverage does the owner have the least of?
What is the highest rank in the ordinal scale for Netflix viewing frequency?
What is the highest rank in the ordinal scale for Netflix viewing frequency?
Which statement correctly describes the relationship between numbers in an ordinal scale?
Which statement correctly describes the relationship between numbers in an ordinal scale?
In the context of the ordinal scale question, what does a code of 1 represent?
In the context of the ordinal scale question, what does a code of 1 represent?
Signup and view all the answers
Which beverage has the highest quantity based on the information given?
Which beverage has the highest quantity based on the information given?
Signup and view all the answers
Which of the following statements about the ordinal scale is true?
Which of the following statements about the ordinal scale is true?
Signup and view all the answers
If Chloe coded her Netflix viewing frequency as 1, how often does she watch Netflix?
If Chloe coded her Netflix viewing frequency as 1, how often does she watch Netflix?
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?
What percentage of the total beverage count is represented by Coke if there are a total of 12 bottles?
Signup and view all the answers
What is the first step in the marketing research process?
What is the first step in the marketing research process?
Signup and view all the answers
Which of the following is NOT considered a research instrument?
Which of the following is NOT considered a research instrument?
Signup and view all the answers
Why is measurement important in business management?
Why is measurement important in business management?
Signup and view all the answers
Which of these statements about measurement of demographic variables is true?
Which of these statements about measurement of demographic variables is true?
Signup and view all the answers
Which step follows the design of the research instrument in the marketing research process?
Which step follows the design of the research instrument in the marketing research process?
Signup and view all the answers
What kind of characteristics does measurement typically involve?
What kind of characteristics does measurement typically involve?
Signup and view all the answers
Which of the following best describes the role of a research instrument?
Which of the following best describes the role of a research instrument?
Signup and view all the answers
What is the purpose of translating a marketing problem into a research methodology?
What is the purpose of translating a marketing problem into a research methodology?
Signup and view all the answers
What is the primary function of a nominal scale?
What is the primary function of a nominal scale?
Signup and view all the answers
Which of the following statements about nominal data is accurate?
Which of the following statements about nominal data is accurate?
Signup and view all the answers
How is a nominal scale differentiated from an ordinal scale?
How is a nominal scale differentiated from an ordinal scale?
Signup and view all the answers
Which of the following is NOT a characteristic of nominal scales?
Which of the following is NOT a characteristic of nominal scales?
Signup and view all the answers
What type of data is produced by a nominal scale?
What type of data is produced by a nominal scale?
Signup and view all the answers
Which of the following represents a correct use of a nominal scale?
Which of the following represents a correct use of a nominal scale?
Signup and view all the answers
What is a limitation of using nominal scales for measurement?
What is a limitation of using nominal scales for measurement?
Signup and view all the answers
Which statistical analysis is not applicable to nominal data?
Which statistical analysis is not applicable to nominal data?
Signup and view all the answers
What characteristic does an ordinal variable convey that a nominal variable does not?
What characteristic does an ordinal variable convey that a nominal variable does not?
Signup and view all the answers
Which statement about ordinal scales is true?
Which statement about ordinal scales is true?
Signup and view all the answers
In the context of satisfaction ratings, what does a score of -2 represent?
In the context of satisfaction ratings, what does a score of -2 represent?
Signup and view all the answers
What is a key feature of ordinal data that distinguishes it from nominal data?
What is a key feature of ordinal data that distinguishes it from nominal data?
Signup and view all the answers
Which of the following is NOT permissible with ordinal data?
Which of the following is NOT permissible with ordinal data?
Signup and view all the answers
In comparative terms, how can Usain Bolt's and Danny Kim's achievements in the Olympics be described?
In comparative terms, how can Usain Bolt's and Danny Kim's achievements in the Olympics be described?
Signup and view all the answers
What operation is unique to ordinal data that is not applicable to nominal data?
What operation is unique to ordinal data that is not applicable to nominal data?
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?
If a scale asks respondents to rate their satisfaction from -2 to 2, what does a score of 1 signify?
Signup and view all the answers
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).
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
