MARK330 Midterm: Research Instrument
First 4 steps of Marketing Research Process - CORRECT ANSWER-1.) Map
business problem into marketing problem.
2.)Translate marketing problem into research methodology.
3.)Design Research Instrument
4.)Devise a sampling plan
Research Instrument - CORRECT ANSWER-A research instrument is a material to
obtain data. Examples:
Survey
Interview question sheet (FGD)
Set of guidelines for observation.
Measurement - CORRECT ANSWER-A measurement is assigning numbers to
characteristics.
Demographic variables - CORRECT ANSWER-Observable or definable
characteristics in a person: Age, gender, religion, race, nationality, academic
performance, etc.
Psychographic variables - CORRECT ANSWER-Non observable characteristics:
Mental Maturity, patriotism, Intelligence, religiosity, etc.
Scale - CORRECT ANSWER-A scale is an instrument that can measure both
demographic / psychographic variables.
4 types of scales - CORRECT ANSWER-1. Nominal
2. Ordinal
3. Interval
4. Ratio
Nominal Scale - CORRECT ANSWER-A scale that labels objects with numbers.
Numbers only serve as labels for objects, no meaning behind each number, labeling
purposes only. Only PERCENTAGE AND MODE can be calculated.
Ordinal Scale - CORRECT ANSWER-A scale where numbers indicate rank ordering.
Can calculate Percentage, Mode, Percentile, Quartile, Min., Max., Median, and
Range. NO MEAN.
Interval Scale - CORRECT ANSWER-An interval scale allows distance between two
things being evaluated! This is possible because interval scale is based on a unit of
measurement. Can calculate Percentage, Mode, Percentile, Quartile, Min., Max.,
Median, Range, Mean, and Standard Deviation.
First 4 steps of Marketing Research Process - CORRECT ANSWER-1.) Map
business problem into marketing problem.
2.)Translate marketing problem into research methodology.
3.)Design Research Instrument
4.)Devise a sampling plan
Research Instrument - CORRECT ANSWER-A research instrument is a material to
obtain data. Examples:
Survey
Interview question sheet (FGD)
Set of guidelines for observation.
Measurement - CORRECT ANSWER-A measurement is assigning numbers to
characteristics.
Demographic variables - CORRECT ANSWER-Observable or definable
characteristics in a person: Age, gender, religion, race, nationality, academic
performance, etc.
Psychographic variables - CORRECT ANSWER-Non observable characteristics:
Mental Maturity, patriotism, Intelligence, religiosity, etc.
Scale - CORRECT ANSWER-A scale is an instrument that can measure both
demographic / psychographic variables.
4 types of scales - CORRECT ANSWER-1. Nominal
2. Ordinal
3. Interval
4. Ratio
Nominal Scale - CORRECT ANSWER-A scale that labels objects with numbers.
Numbers only serve as labels for objects, no meaning behind each number, labeling
purposes only. Only PERCENTAGE AND MODE can be calculated.
Ordinal Scale - CORRECT ANSWER-A scale where numbers indicate rank ordering.
Can calculate Percentage, Mode, Percentile, Quartile, Min., Max., Median, and
Range. NO MEAN.
Interval Scale - CORRECT ANSWER-An interval scale allows distance between two
things being evaluated! This is possible because interval scale is based on a unit of
measurement. Can calculate Percentage, Mode, Percentile, Quartile, Min., Max.,
Median, Range, Mean, and Standard Deviation.
