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You will be conducting an investigation of the associations that college students make with the word “marketing.”
An anthropology professor over the age of 50 took a year of leave, and spent the year undercover as a student at her college.
Ask permission from three people to analyze the content of their MySpace, Facebook, or similar site (of course, you should promise them anonymity).
Let’s say your college has as a goal increasing the participation in student activities on campus.
Compare and contrast reliability and validity in quantitative analysis with the concept of credibility used in qualitative analysis?
For each of the listed concepts or objects, design a scale measurement that would enable you to collect data on that concept/object.
What are the different kinds of data displays? Give some specific examples of how they may be used in qualitative data analysis.
Describe the three steps in qualitative data analysis and explain how and why these steps are iterative.
Assume you are conducting a study to determine the importance of brand names and features of mobile phone handsets.
Assume you are doing exploratory research to find out students’ opinions about the purchase of a new MP3 player.
Unless needed for screening purposes, why shouldn’t demographic questions be asked up front in questionnaires?
Explain the role of a questionnaire in the research process. What should be the role of the client during the questionnaire development process?
How likely are young adults to purchase a new automobile within a year after graduating from college?
Identify and discuss the key issues a researcher should consider when choosing a scale for capturing consumers’ expressions of satisfaction.
Develop a semantic differential scale that can identify the perceptual profile differences between Outback Steakhouse and Longhorn Steakhouse restaurants.
Design a ranking order scale that will enable you to determine brand preference between Bud Light, Miller Lite, Coors Light, and Old Milwaukee Light beers.
Among the four basic levels of scales, which one provides the researcher with the most information?
The store manager of a local independent grocery store thought customers might stay in the store longer if slow, easy-to-listen-to music.
The vice president of operations at Busch Gardens knows that 70 percent of the patrons like roller-coaster rides.
Why do many research studies place heavy emphasis on correctly defining a target population rather than a total population?
Develop three recommendations to help researchers increase the response rates in direct mail and telephone-administered surveys.
A researcher plans to use invisible ink to code his direct mail questionnaires to identify those respondents who return the questionnaire.
Go to the Gallup Poll site ( www.gallup.com ) and locate information about the Gallup World Poll.
Develop a list of the factors used to select from person-administered, telephone-administered, selfadministered, and computer-assisted survey designs.