MARK 203 1 & 2

5 Written Questions

1. >interviews, focus groups, case studies of groups or individuals
   -chosing numbers depends on the problem, target audience, time and cost
2. 1) question format- structure/ disguise
   2) question wording- simple,
   unambiguous, length
   3) question content- one of more? required?
   4) sequence and layout- easy first, sensitive last, general to specific
3. price customers would be prepared to pay
   - (price level difference/ Price B) x Attributes B
4. variables with no numerical relationship
5. are you measuring what you set out to measure

5 Matching Questions

1. cross tab? frequency count
2. correlation? linear relationship
3. ordinal scale?
4. problem definiton?
5. step 3 descriptive?

1. a categorises the variables in meaningful way
   -based on centile statistics
2. b problem and opportunities
3. c -combined frequency count
   -calc %s in direction of the IV
   -look for large %s along diagonal <50%
   -observational only
   >Chi Square
4. d >survey, secondary data
   1) format
   2) wording
   3) content
   4) sequence and layout
5. e -looks for linear relationship
   -<.05 shows shows 2 variables related
   -pearsons indicated strength of relationship (ignore negatives) 1=perfect linearity, 0=random
   -direction (+/-)
   -infer cause and effect e.g. draw causal diagram

5 Multiple Choice Questions

1. generalisation over all situations
   1. interval scale?
   2. generalisability?
   3. levels?
   4. nominal scale?
2. two or more questions combined into one
   -always break into two questions
   1. regression equation?
   2. double barrelled question?
   3. open ended questions?
   4. closed ended questions?
3. labeling
   ignorance
   balance
   1. issues with noncomparative scales?
   2. step 3 descriptive?
   3. ordinal scale?
   4. interval scale?
4. correlation
   1. 2+ categorical variables tool? 2C CT
   2. scale variables?
   3. double barrelled question?
   4. 2+ scale variables tool? 2S C
5. rejected
   1. cross tab relationship exists when?
   2. closed ended questions?
   3. if a relationship exists the null hypothesis is?
   4. three types of research design?

5 True/False Questions

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

   True        False

2. constant sum? → assigning a figure of importance to each attribute to total 100

   True        False

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

   True        False

4. semantic differential? → >survey, secondary data
   1) format
   2) wording
   3) content
   4) sequence and layout

   True        False

5. measurement and scaling impacts on? → the survey

   True        False