Marketing Research Sample Exam Questions



Marketing Research Sample Exam Questions

Introduction, Methods

• Briefly discuss the steps in the research process (you might use the simplified model presented on Thursday).

• Briefly discuss the characteristics of focus groups, and the characteristics of projective techniques.

• Discuss sources of systematic error in survey research.

• Discuss 5 important characteristics of mail, telephone, and personal interviews (that is, 5 characteristics on each method of data collection).

• I gave a cause/effect or predictive model which I use in formulating research projects, one which deals with consumers and their behavior. Briefly discuss that model and your interpretation of it.

• What are the four key components of the definition of marketing research?

• What are the steps or stages in the research process? Include a one line annotated definition of each step.

• Briefly describe three sources of conflict between managers and researchers.

• What are three responsibilities of researchers in conducting research?

• Briefly describe the process of translating a managers fuzzy problem into research objectives.

• Briefly describe two types of pilot studies.

• Identify two advantages and two disadvantages of mail questionnaires (as opposed to telephone or personal interview). Briefly indicate why it is an advantage or disadvantage.

• What are two sources of response bias in survey research. Briefly define each.

• Define the following terms

Pilot study Hypothesis

Index measure Systematic error

Comparative rating Probing

Pivot question

• Discuss the stages in the research process

• Compare and contrast any two of the three major methods of communicating with respondents--mail, telephone, personal interview.

• Discuss the steps in the research process.

• Discuss some characteristics of qualitative research.

• Discuss sources of measurement error in survey research.

• Compare and contrast the benefits and limitations of mail and telephone interviews.

• We noted three condition which are necessary for observation to be effective. What are these?

• Discuss the stages in the research process. Use examples where appropriate. Include relevant material from each of the chapters you have read.

• Discuss either Exploratory Research Methods or Observation Methods (discuss one or the other, but not both). Include examples where appropriate.

• Compare and contrast mail, telephone, and personal interviews as methods for getting responses. Include all relevant factors. Don't just list them but define them, give examples, and show qualifications (for example, mall intercepts are personal interviews but do not have all of the characteristics on an in-home personal interview).

• Briefly discuss the steps in the research process.

• Briefly discuss the nature of qualitative research.

• Briefly discuss errors in primary data collection (survey research).

• Compare and contrast two of the following methods--mail, telephone, personal interviews, and/or mall intercepts.

• Briefly discuss observation as a way to collect data.

• What are three benefits/advantages and three limitations/disadvantages of qualitative research.

• What are five evaluation factors/characteristics of telephone interviews and five evaluation factors/characteristics of mail questionnaires.

• Identify and briefly discuss three rules concerning when not to conduct research.

• Discuss the stages in the research process. Use examples where appropriate. Include relevant material from each of the chapters you have read.

• Discuss the steps or stages a researcher/manager goes through from symptom recognition to developing research objectives.

• There are a number of conflicts between managers and researchers. Discuss the two viewpoints. Tell what can be done to reduce the level of conflict.

• Discuss either Exploratory Research Methods or Observation Methods (discuss one or the other, but not both). Include examples where appropriate.

• Compare and contrast mail, telephone, and personal interviews as methods for getting responses. Include all relevant factors. Don't just list them but define them, give examples, and show qualifications (for example, mall intercepts are personal interviews but do not have all of the characteristics on an in-home personal interview).

• Discuss the nature of experimentation. Focus your answer on two key aspects of experiments--

the four basic elements (what do you do in setting up an experiment), and

the nature and impact of extraneous variables

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