MKTG 3100 Study Guide - Midterm Guide: Sampling Frame, Semantic Differential, Qualitative Marketing Research
3 Apr 2017
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Questionnaire design basics, levels of measurement, closed vs open ended questions. Types of scales (semantic differential, itemized, likert, stapel, graphic, etc. ) Scale considerations (forced choice, number of points, level of customization, etc. ) Sampling method (non-probability i. e. , convenience/judgement/quota/snowball; and probability i. e. , simple random/systematic random/stratified-proportional & stratified- disproportional/cluster 1&2-stage cluster) Traditional qualitative: face-to-face focus groups, individual depth interviews (idis) Online qualitative: online focus groups, bulletin-board focus groups, online idis. Traditional quantitative: in-person/face-to-face; (postal) mail; telephone (pen&paper or cati) Sources of bias groupthink, hawthorne effect, social desirability, etc. Emerging methods social media; mrocs/marketing research online communities; mobile. Greenbook readings, know whats going on (not numbers, big idea) Any optional readings will not be tested. Class example of cross tab not tested: sheet. Long answer case: small questions that guide you through: series of short. Understand discussions in lectures, aware of terms at hand,
