NAME: ________________________

MARK 203 1 & 2 Test

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5 Written Questions

5 Matching Questions

  1. survey design? I M Q S W SL
  2. types of surveys? 5
  3. problems are depicted on a?
  4. factors affecting survey method?
  5. relevance?
  1. a 1) info needed- exploratory research to gain insight- who? where? how?
    -consider target market
    2) method
    3) questions
    -that overcome unwillingnes to respond
    -avoid double barrelled questions
    -link to research
    4) structure-open vs close ended, structured
    5) wording-simple, appropriate length, non leading
    6) sequence and layout- gernal to specific, senstive questions later
  2. b reliability x validity
  3. c personal
  4. d sampling
    population type
    question form & content
    response rate
  5. e decison tree

5 Multiple Choice Questions

  1. problem and opportunities
  2. numbers serve as labels for classifying
    -mutually exclusive e.g male=1 female=2
    -based on frequency counts
  3. sequential variables that follow numerical order
  4. two or more questions combined into one
    -always break into two questions
  5. list or rating scale alternative responses provided
    -ad: les potential error, comparable responses, easy answers for interviewer
    -disad: meaningless results, limited self expression, reponse creation (bias/limitation)

5 True/False Questions

  1. research design depends on?nature of problem
    target market
    cost and time


  2. reliability?consistent measures across time and items
    -internal consistency- highly correlated
    -stability- same results over time


  3. measurement and scaling impacts on?nature of problem
    target market
    cost and time


  4. step 3 exploratory?intensity and direction relating to a stimuli aspect


  5. influences on survey types? 4target
    response rate


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