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Question Bank
Questions carrying 3 marks:
You should know the explanation of all terms used in the subject for example:
(This is only an indicative list and not an exhaustive list
1. Nominal Scale:-
! discrete classification of data" in which data are neither measured nor ordered but
subjects are merely allocated to distinct categories
For example" a record of students# course choices constitutes nominal data which could
be correlated with school results$
2. Interval Scale
! scale of measurement of data according to which the differences between values can be
%uantified in absolute but not relative terms and for which any &ero is merely arbitrary:
for instance" dates are measured on an interval scale since differences can be measured in
years" but no sense can be given to a ratio of times$
3. Ratio Scale
! scale of measurement of data which permits the comparison of differences of values' a
scale having a fixed &ero value$ The distances travelled by a projectile" for instance" are
measured on a ratio scale since it makes sense to talk of one projectile travelling twice as
far as another$
4. Inepenent !aria"le
!n independent variable is the variable that is changed in a scientific experiment$
ndependent variables are the variables that the experimenter changes to test their
dependent variable$
#xamples:
! scientist is testing the effect of light and dark on the behavior of moths by turning a
light on and off$ The independent variable is the amount of light and the moth#s reaction
is the dependent variable$
! change in the independent variable directly causes a change in the dependent variable$
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$. %epenent !aria"le
The dependent variable is the variable that is being measured in an experiment$
For example" in a study on the effects of tutoring on test scores" the dependent variable
would be the participants test scores$
n a psychology experiment" researchers are looking at how changes in the independent
variable cause changes in the dependent variable$
&. Response !aria"le
n a statistical model you have two kinds of variable$ )esponse variables are the *outputs+
of your model$ ,xplanatory variables" on the other hand" are the *inputs+ of your model$
)esponse variables are dependent on the explanatory variables$ ,xplanatory variables are
independent of the response variables$ mage you were trying to formulate a statistical
model of your car-s fuel economy$ The *output+ of your model is miles per gallon$ That-s
your response variable$ *nputs+ into your model might be engine capacity" number of
cylinders" trye pressure" etc$ These are your explanatory variables$ That is" fuel economy
may be" or is" (to be determined by the modeling dependent on engine capacity and.or
number of cylinders and.or trye pressure" etc$
'. (pen-ene Question
!n open ended %uestion is a %uestion that cannot be answered with a simple yes or no" or
with only one or two words" where the person answering the %uestion has to answer it in
his" or her own words$
/any open ended %uestions begin with how" what" when" where" why etc" or ask for an
opinion$! fantastic example is this %uestion$ t is impossible to answer with a simple yes" or no$
(pen-ene )uestionsshould begin with words such as 0why0 and 0how0 or phrases
such as 01hat do you think about $ $ $0 2penended %uestions should lead student to think
analytically and critically$4ltimately" a good openended %uestion should stir discussion
and debate in the classroom sparking enthusiasm and energy in your students$
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*. +lose-ene Question
! close-ene )uestionis a %uestionformat that limits respondents with a list of
answer choices from which they must choose to answer the %uestion$ 5ommonly these
type of %uestions are in the form ofmultiple choices" either with one answer or with
checkallthatapply" but also can be in scale format" where respondent should decide to
rate the situation in along the scale continuum" similar to 6ikert %uestions$
,. ilot est
! pilot test is a method that is used to test the design and.or methods and.or instrument
before carrying out the research$ t involves conducting an initial test of data collection
instruments and processes to spot and eradicate errors$
1/. 0ikert Scale
4sed mainly intrainingcourse evaluationsand marketsurveys" 6ikert scales usually
have five potentialchoices(strongly agree" agree" neutral" disagree" strongly disagree but
sometimes go up to ten or more$ The final averagescore representsoverall level of
accomplishment or attitudetoward the subject matter$ 7amed after its inventor" the
48organi&ationalbehaviorpsychologist 9r$ )ensis 6ikert (;ecause of the
extending lines" this type of graph is sometimes called a boxandwhisker plot$
http://en.wikipedia.org/wiki/Questionhttp://en.wikipedia.org/wiki/Multiple_choicehttp://en.wikipedia.org/wiki/Multiple_choicehttp://www.businessdictionary.com/definition/training.htmlhttp://www.businessdictionary.com/definition/evaluation.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/survey.htmlhttp://www.businessdictionary.com/definition/choice.htmlhttp://www.businessdictionary.com/definition/average.htmlhttp://www.businessdictionary.com/definition/represent.htmlhttp://www.businessdictionary.com/definition/attitude.htmlhttp://www.businessdictionary.com/definition/inventor.htmlhttp://www.businessdictionary.com/definition/organizational-behavior.htmlhttp://en.wikipedia.org/wiki/Questionhttp://en.wikipedia.org/wiki/Multiple_choicehttp://www.businessdictionary.com/definition/training.htmlhttp://www.businessdictionary.com/definition/evaluation.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/survey.htmlhttp://www.businessdictionary.com/definition/choice.htmlhttp://www.businessdictionary.com/definition/average.htmlhttp://www.businessdictionary.com/definition/represent.htmlhttp://www.businessdictionary.com/definition/attitude.htmlhttp://www.businessdictionary.com/definition/inventor.htmlhttp://www.businessdictionary.com/definition/organizational-behavior.html8/12/2019 Question Bank - MR
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12. alo #ect
The halo effect is a type of cognitive bias in which our overall impression of a person
influences how we feel and think about his or her character$ ,ssentially" your overall
impression of a person (0?e is nice@0 impacts your evaluations of that person#s specifictraits (0?e is also smart@0$
2ne great example of the halo effect in action is our overall impression of celebrities$8ince we perceive them as attractive" successful" and often likeable" we also tend to see
them as intelligent" kind" and funny$
13. Qualitative Researc
Qualitative research is designed to reveal a target audience-s range of behavior and theperceptions that drive it with reference to specific topics or issues$ t uses indepth studies
of small groups of people to guide and support the construction of hypotheses$ The
results of %ualitative research are descriptive rather than predictive$
Qualitative research methods originated in the social and behavioral sciences: sociology"
anthropology and psychology$ Today" %ualitative methods in the field of marketingresearch include indepth interviews with individuals" group discussions (from two to ten
participants is typical' diary and journal exercises' and incontext observations$ 8essionsmay be conducted in person" by telephone" via videoconferencing and via the nternet$
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14. Quantitative Researc
Quantitative research A including surveys and customer %uestionnaires A can help
small firms to improve their products and services by enabling them to make informed
decisions
Quantitative research is about asking people for their opinions in a structured way so that
you can produce hard facts and statistics to guide you$ To get reliable statistical results"
it-s important to survey people in fairly large numbers and to make sure they are a
representative sample of your target market$
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Questions carrin5 ' marks:
$ ,xplain the difference between Qualitative and Quantitative research$
Qualitative Methods Quantitative Methods
Methods include focus groups, in-depthinterviews, and reviews of documents
for types of themes
Surveys, structured interviews &observations, and reviews of records or
documents for numeric information
Primarily inductive process used to
formulate theory or hypotheses
Primarily deductive process used to
test pre-specified concepts, constructs,and hypotheses that make up a theory
More subjective: describes a problemor condition from the point of view of
those eperiencing it
More objective: provides observedeffects !interpreted by researchers" of
a program on a problem or condition
#et-based $umber-based
More in-depth information on a fewcases
%ess in-depth but more breadth ofinformation across a large number of
cases
nstructured or semi-structured
response options
'ied response options
$o statistical tests Statistical tests are used for analysis
(an be valid and reliable: largelydepends on skill and rigor of the
researcher
(an be valid and reliable: largelydepends on the measurement device
or instrument used
#ime ependiture lighter on theplanning end and heavier during the
analysis phase
#ime ependiture heavier on theplanning phase and lighter on the
analysis phase
%ess generali)able More generali)able
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B$ ,xplain different types of /easurement 8cales$
pes o %ata 6 7easurement Scales: Nominal8 (rinal8 Interval an Ratio
There are four measurement scales (or types of data: nominal" ordinal" interval and
ratio$ These are simply ways to categori&e different types of variables$ This topic is
usually discussed in the context of academic teaching and less often in the *real world$+
f you are brushing up on this concept for a statistics test" thank a psychologist
researcher named8tanley 8tevensfor coming up with these terms$ These four
measurement scales (nominal" ordinal" interval" and ratio are best understood with
example" as you-ll see below$
http://en.wikipedia.org/wiki/Stanley_Smith_Stevenshttp://en.wikipedia.org/wiki/Stanley_Smith_Stevenshttp://www.mymarketresearchmethods.com/wp-content/uploads/2012/11/types-of-data-measurement-scales.jpghttp://en.wikipedia.org/wiki/Stanley_Smith_Stevens8/12/2019 Question Bank - MR
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Nominal
6et-s start with the easiest one to understand$ 7ominal scales are used for labeling
variables" without any%uantitativevalue$ +7ominal+ scales could simply be called
*labels$+ ?ere are some examples" below$ 7otice that all of these scales are mutually
exclusive (no overlap and none of them have any numerical significance$ ! good way
to remember all of this is that *nominal+ sounds a lot like *name+ and nominal scales are
kind of like *names+ or labels$
,xamples of 7ominal 8cales
Note: a subtype of nominal scale with only two categories (e$g$ male.female is called
*icotomous$+ f you are a student" you can use that to impress your teacher$
5ontinue reading about types of data and measurement scales: nominal" ordinal" interval"
and ratioC
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(rinal
1ith ordinal scales" it is the order of the values is what-s important and significant" but
the differences between each one is not really known$ Take a look at the example below$
n each case" we know that a DE is better than a D3 or DB" but we don-t knowFand cannot
%uantifyFhow much better it is$ Gor example" is the difference between *2H+ and
*4nhappy+ the same as the difference between *Iery ?appy+ and *?appyJ+ 1e can-t
say$
2rdinal scales are typically measures of nonnumeric concepts like satisfaction"
happiness" discomfort" etc$
*2rdinal+ is easy to remember because is sounds like *order+ and that-s the key to
remember with *ordinal scales+Fit is the order that matters" but that-s all you really get
from these$
!dvanced note: The best way to determine central tendency on a set of ordinal data is to
use the mode or median' the mean cannot be defined from an ordinal set$
,xample of 2rdinal 8cales
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Interval
nterval scales are numeric scales in which we know not only the order" but also the exact
differences between the values$ The classic example of an interval scale
is 5elsius temperature because the difference between each value is the same$ Gor
example" the difference between K< and L< degrees is a measurable < degrees" as is the
difference between =< and M< degrees$ Time is another good example of an interval scale
in which the increments are known" consistent" and measurable$
nterval scales are nice because the realm of statistical analysis on these datasets opens
up$ Gor example" central tendency can be measured by mode" median" or mean' standard
deviation can also be calculated$
6ike the others" you can remember the key points of an *interval scale+ pretty easily$
+nterval+ itself means *space in between"+ which is the important thing to rememberF
interval scales not only tell us about order" but also about the value between each item$
?ere-s the problem with interval scales: they don-t have a *true &ero$+ Gor example"
there is no such thing as *no temperature$+ 1ithout a true &ero" it is impossible to
compute ratios$ 1ith interval data" we can add and subtract" but cannot multiply or
divide$ 5onfusedJ 2k" consider this: < degrees N < degrees O B< degrees$ 7o problem
there$ B< degrees is not twice as hot as < degrees" however" because there is no such
thing as *no temperature+ when it comes to the 5elsius scale$ hope that makes sense$
>ottom line" interval scales are great" but we cannot calculate ratios" which brings us to
our last measurement scaleC
,xample of nterval 8cale
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Ratio
)atio scales are the ultimate nirvana when it comes to measurement scales because they
tell us about the order" they tell us the exact value between units" !79 they also have an
absolute &eroFwhich allows for a wide range of bothdescriptive and inferential
statisticsto be applied$ !t the risk of repeating myself" everything above about interval
data applies to ratio scales N ratio scales have a clear definition of &ero$ Pood examples
of ratio variables include height and weight$
)atio scales provide a wealth of possibilities when it comes to statistical analysis$ These
variables can be meaningfully added" subtracted" multiplied" divided (ratios$ 5entraltendency can be measured by mode" median" or mean' measures of dispersion" such as
standard deviation and coefficient of variation can also be calculated from ratio scales$
!ds by Iideo layer!d 2ptions
This 9evice rovides Two ,xamples of )atio 8cales (height and weight
http://www.mymarketresearchmethods.com/descriptive-inferential-statistics-difference/http://www.mymarketresearchmethods.com/descriptive-inferential-statistics-difference/http://www.mymarketresearchmethods.com/descriptive-inferential-statistics-difference/http://www.mymarketresearchmethods.com/descriptive-inferential-statistics-difference/http://rvzr-a.akamaihd.net/sd/apps/adinfo-1.0-p/index.html?bj1WaWRlbyBQbGF5ZXImaD1ydnpyLWEuYWthbWFpaGQubmV0JmM9Z3JlZW4mbz13c2FyJmQ9JnQ9MTsyOzM7NDs1OzY7Nzs4Ozk7MTA7MTE7MTI7MTM7MTQmYT00MzAwJnM9MTAwOSZ3PXd3dy5teW1hcmtldHJlc2VhcmNobWV0aG9kcy5jb20mYj1iZDImcmQ9JnJpPQ==http://www.mymarketresearchmethods.com/wp-content/uploads/2012/11/example-of-ratio-scale.jpeghttp://www.mymarketresearchmethods.com/descriptive-inferential-statistics-difference/http://www.mymarketresearchmethods.com/descriptive-inferential-statistics-difference/http://rvzr-a.akamaihd.net/sd/apps/adinfo-1.0-p/index.html?bj1WaWRlbyBQbGF5ZXImaD1ydnpyLWEuYWthbWFpaGQubmV0JmM9Z3JlZW4mbz13c2FyJmQ9JnQ9MTsyOzM7NDs1OzY7Nzs4Ozk7MTA7MTE7MTI7MTM7MTQmYT00MzAwJnM9MTAwOSZ3PXd3dy5teW1hcmtldHJlc2VhcmNobWV0aG9kcy5jb20mYj1iZDImcmQ9JnJpPQ==8/12/2019 Question Bank - MR
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3$ ,xplain with example conversion of a management %uestion to a research %uestion
E$ ,xplain the advantages and disadvantages of primary and secondary data$
9%!9N9#S (F RI79R; R#S#9R+
ar5ete Issues are aresse
The organi&ation asking for the research has the complete control on the process and the
research is streamlines as far as its objectives and scope is concerned$ )esearching
company can be asked to concentrate their efforts to find data regarding specific market
rather than concentration on mass market$
%ata interpretation is "etter
The collected data can be examined and interpreted by the marketers depending on their
needs rather than relying on the interpretation made by collectors of secondary data$
#icient Spenin5 or Inormation
4nlike secondary research where the marketer may spend for information that is not
needed" primary data collections- focus on issues specific to the researcher improves the
chances that research funds will be spent efficiently$
%ecenc o %ata
4sually secondary data is not so recent and it may not be specific to the place or situation
marketer is targeting$ The researcher can use the irrelevant seeming information for
knowing trends or may be able to find some relation with the current scenario$ Thus
primary data becomes a more accurate tool since we can use data which is useful for us$
roprietar Issues
nformation collected by using primary research is their own and is generally not shared
with others$ Thus" information can be kept hidden from competitors and potentially offer
an *information advantage+ to the company that undertook the primary research$ This
gives an edge over competitors replying on secondary data$
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9resses Speciic Researc Issues
5arrying out their own research allows the marketing organi&ation to address issues
specific to their own situation$ rimary research is designed to collect the information the
marketer wants to know (8tep B and report it in ways that benefit the marketer$ Gorexample" while information reported with secondary research may not fit the marketer-s
needs (e$g$" different age groupings no such problem exists with primary research since
the marketer controls the research design$
reater +ontrol
7ot only does primary research enable the marketer to focus on specific issues" it also
enables the marketer to have a higher level of control over how the information is
collected$ n this way the marketer can decide on such issues as si&e of project (e$g$" how
many responses" location of research (e$g$" geographic area and time frame for
completing the project$
%IS9%!9N9#S (F RI79R; R#S#9R+
i5 +ost
5ompared to secondary research" primary data may be very expensive since there is a
great deal of marketer involvement and the expense in preparing and carrying out
research can be high and has to design everything$
ime +onsumin5
To be done correctly primary data collection re%uires the development and execution of a
research plan$ Poing from the startpoint of deciding to undertake a research project to
the endpoint to having results is often much longer than the time it takes to ac%uire
secondary data" which can be collected in much lesser time duration$
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Inaccurate Fee-"acks
n case the research involves taking feedbacks from the targeted audience" there are high
chances that feedback given is not correct$ Geedbacks by their basic nature are usually
biased or given just for the sake of it$
7ore num"er o resources is re)uire
6eaving aside cost and time" other resources like human resources and materials too are
needed in larger %uantity to do surveys and data collection$
9%!9N9#S (F S#+(N%9R; %99
#ase o 9ccess
There are many advantages to using secondary research$ This includes the relative ease of
access to many sources of secondary data$ n the past secondary data accumulation
re%uired marketers to visit libraries" or wait for reports to be shipped by mail$ 7ow with
the availability of online access" secondary research is more openly accessed$ This offers
convenience and generally standardi&ed usage methods for all sources of secondary
research$
0o< +ost to 9c)uire
The use of secondary data has allowed researchers access to valuable information for
little or no cost to ac%uire$ Therefore" this information is much less expensive than if the
researchers had to carry out the research themselves$
+lariication o Researc Question
The use of secondary research may help the researcher to clarify the research %uestion$
8econdary research is often used prior to primary research to help clarify the research
focus$
7a 9ns
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the exact information they were looking to uncover is already available through
secondary sources$ This would effectively eliminate the need and expense to carry out
their own primary research$
7a So< %iiculties in +onuctin5 rimar Researc
n many cases" the originators of secondary research include details of how the
information was collected$ This may include information detailing the procedures used in
data collection and difficulties encountered in conducting the primary research$
Therefore" the detailed difficulties may persuade the researcher to decide that the
potential information obtained is not worth the potential difficulties in conducting the
research$
%IS9%!9N9#S (F S#+(N%9R; %99
Qualit o Researc
There are some disadvantages to using secondary research$ The originators of the primary
research are largely selfgoverned and controlled by the marketer$ Therefore" the
secondary research used must be scrutini&ed closely since the origins of the information
may be %uestionable$ /oreover" the researcher needs to take sufficient steps to critically
evaluate the validity and reliability of the information provided$
Not Speciic to Researcer=s Nees
n many cases" secondary data is not presented in a form that exactly meets the
researcher-s needs$ Therefore" the researcher needs to rely on secondary data that is
presented and classified in a way that is similar to their needs$
Incomplete Inormation
n many cases" researchers find information that appears valuable and promising$ The
researcher may not get the full version of the research to gain the full value of the study$
This is because many research suppliers offer free portions of their research and then
charge expensive fees for their full reports$
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Not imel
1hen using secondary research" one must exercise caution when using dated information
from the past$ 1ith companies competing in fast changing industries" an outofdate
research reports many have little or no relevance to the current market situation$
$. #xplain te ierence "et
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!fter numbering each member of the population to 7" determining the population si&e
and the sample si&e" the researcher selects a starting point on the random number table$
This is done by closing one-s eyes and pointing randomly on the page$ 1hichever
number your finger is touching is the number you start with$ Then" you must choose a
direction in which to read (up to down" left to right" or right to left$ 7ext" you select the
first nnumbers (however many numbers are in your sample whose last R digits are
between < and 7$ Gor instance" if 7 is a 3 digit number" then R would be 3$ ut another
way" if your population contained 3L< people" you would use numbers from the table
whose last 3 digits were between < and 3L
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stimulus inputs" hypothetical constructs" response outputs and exogenous variables$
This are the three levels of decision making:
$ Extensive problem solving early stages of decision making in which the buyer has little
information about brands and has not yet developed well defined and structured criteria by which
to choose among products$
B$ Limited problem solving this is a more advance stage" choice criteria are well defined
but the buyer is still undecided about which set of brands will best serve him$ Thus the consumer
still experiences uncertainty about which brand is best$
3. Routinized response behaviour buyers have well defined choice criteria and also have
strong predispositions toward the brand$ 6ittle confusion exists in the consumer#s mind and he is
ready to purchase a particular brand with little evaluation of alternatives$
The model then borrows from learning concepts to explain brand choice behavior over time as
learning takes place and the buyer moves from exclusive to routini&ed problem solving behavior$
?ere the four major components get involved$
The Input Variables
The input variables consist of informational cues about the attributes of a product or brand (i$e$
%uality" price" distinctiveness" service and availability$ This informational cues may
be significative if they influence the consumer directly through the brand#s attributes
orsymbolicif they derive from the same factors as they are portrayed in the mass media and by
salespeople" influencing the consumer in a indirect way$ these two sources are commercial" in
that they represent the efforts of the firm to build and project these values in the product$ ! third
set of informational cues may come from the buyer#s social environment" including the family"
reference groups and social class which are influences that are internali&ed by the consumer
before they can affect the decision process$
Hypothetical Constructs
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?ypothetical constructs have been classified in two groups perceptual constructs and learning
constructs$ The first deals with the way the individual perceives and responds to the information
from the input variables" accounting for stimulus ambiguity and perceptual bias$ The second
deals with the stages from the buyer motives to his satisfaction in a buying situation$ The
purchase intention is an outcome of the interplay of buyer motives" choice criteria" brand
comprehension" resultant brand attitude and the confidence associated with the purchase
decision$ The motives are general or specific goals impelling to action" impinging upon the buyer
intention are also the attitudes about the existing brand alternatives in the buyer#s evoked set"
which result in an arrangement of an order of preference regarding brands$ >rand comprehension
and the degree of confidence that the buyer has about it" choice criteria and buying intentions"
converge upon the intention to buy$
!s a feedback component of learning" the model includes another learning constructsatisfaction
which refers to the post purchase evaluation and resultant reinforcing of brand comprehension"
attitudes etc$ (shown by broken lines in the figure$
Output Variables
The five output variables in the right hand portion of the model are buyer#s observable responses
to stimulus inputs$ They are arranged in order from !ttention to !ctual urchase$ The purchase
is the actual" overt act of buying and is the se%uential result of the attention (buyers total
response to information intake" the brand comprehension" brand attitude (referring to the
evaluation of satisfying potential of the brand and the buyer intention (a verbal statement made
in the light of the above externali&ing factors that the preferred brand will be bought the next
time the buying is necessitated$
Exogenous Variables
The model also includes some exogenous variables which are not defined but are taken asconstant$ These influence all or some of the constructs explained above and through them" the
output$ 8ome exogenous variables are importance of the purchase" time at the disposal of the
buyer" personality traits" financial status etc$
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/ost scholars agree that the study of consumer behavior was advanced and given an impetus by
?oward 8heth /odel$ The major advantage and strength of the theory lied in the precision with
which a large number of variables have been linked in the working relationships to cover most
aspects of the purchase decision and the effective utili&ation of contribution from the behavioral
sciences$ The weakness stems from the fact that" there being substantial measurement error" the
theory cannot be realistically tested$ The distinction between the exogenous and endogenous
variables is not clear cut$ !nd some of these variables do not lend themselves easily to
measurement and other defy precise definition$
n spite all limitations" the model because of its comprehensive coverage of almost all aspects of
the purchase decision and operational explanation of the underlying stimuli and responses have
given a useful frame of reference for the study of buying decision over time$
http://3.bp.blogspot.com/-8Q8ibcW4_h4/TisY640xwJI/AAAAAAAAAEI/czh-4YRKxw4/s1600/foundations-of-senior-management-10014_1.gifRecommended