X461.1
Marketing Research
Exam 2

Welcome to the final.

Answer all the questions and be sure to provide your email address and the security question at the end. You can't submit your test answers without them.

1. In an experiment, which of the following best describes a dependent variable? (20)
A variable manipulated by the experimenter
A variable affected by another variable
A variable "dependent" on the researcher
All of the above

2. Which of the following is the best example of a an unstructured-direct form of questioning? (20)
Multi-choice question when the respondent doesn't know the topic.
Open ended question when the respondent doesn't know the topic
Focus group questions when the respondent does know the topic
Panel when the respondent doesn't know the topic.
None of the above

3. What are the eight steps to conducting a focus group? (25)
A.

B.
C.
D.
E.
F.
G.
H.

4. Which of the following questions would not be used in a focus group screener? (15)
Are you between the ages of 21 and 30?
Have you traveled more than 500 miles in a car during the past 12 months?
Which political party are you registered with?
Do you use your cell phone indoors instead of the house telephone?
Why do politicians lie?

5. Display the data in the table of cars specifications below in four different measurement scales.
Choose the appropriate data for the scale you create. (60 - 15 for each scale)

Example:

Data Collected in the field:Measurement scale:
 
People in a restaurant
No.
Data
1
Man
2
Woman
3
Man
4
Man
5
Man
6
Woman
Nominal scale
Scale
Data
Men 4
Women 2
  
  
  
  

Now, using the following data from seven cars, please create 4 scales with this data:

Data Collected in the field:
Number
Color
Make
Cost
Weight
1
RedFerrari
$200,000
1,000 kg
2
WhiteRolls Royce
$400,000
2,500 kg
3
GreyVolvo
$55,000
1,600 kg
4
WhiteToyota
$32,000
1,200 kg
5
YellowFord
$16,000
1,700 kg
6
BlackNissan
$44,000
1,600 kg
7
BlueMazda
$34,000
800 kg

Create your scales summarizing this data here: (you don't have to use all the boxes for each scale)

Measurement Scales:  
Scale 1: Nominal
Scale 2: Ordinal
Scale 3: Interval
Scale 4: Ratio
Scale
Data
Scale
Data
Scale
Data
Scale
Data

6. Using the Margin of Error table in the hand out for the next three questions. First, how many questionnaires must be conducted if the client is willing to accept a 3.2% margin of error and you plan for the "worst case" or most difficult interpretation? (20)
500
800
900
1000

7. Using the number of questionnaires you chose in question 6 above, how few surveys could you have done if you knew in advance when you planned the survey that the answers would come back tabulated 15% "yes" and 85% "no". How few questionnaires could you complete and still give the client a 3.2% margin of error? (20)
500
800
900
1000

8. You have just completed a survey of residents in Moreno Valley - page 30( here). You are analyzing the results using the "Significant Differences Between Percentages" table. The City Councilman from district 5, Mr Davis, asks you:
"Do the people in my district 5 feel significantly different about crime and personal safety from the people in Mr Simon's district 3?"
What do you tell him? (20)
Yes
No

9. Extra credit: (15) In your opinion, what one thing could I do to improve this class?

If there are questions you could not answer, please explain how you tried to answer them or find the answer. Don't forget to include the question number so I know which question you are explaining. (Please don't use the "enter" to make paragraphs here. Just type it on one line.)


If I need to ask you any questions about your answers, please answer the following questions:

What is your name? **

What is your E-mail address? **

What was your score in points on the mid-term exam 1?

 
(Careful, this one resets ALL your answers)

Thank you for taking my class. I hope you enjoyed the class and learned something.

--Matt