MK332 Study Guide - Midterm Guide: Likert Scale, Convergent Validity, Discriminant Validity
17 Oct 2018
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Mk332 exam review october 22 m (2:00 -3:45 pm) 120 points (34%): multiple choice (about 30 40 questions: 80 points) Avoid double-barreled question, leading question, and one-sided question. Chapters 3 & 6 types of marketing research (survey) Exploratory research, descriptive research, and experimental (causal) research. How to build up a good panel (e. g. , knowledge network panel) General problems in survey methods (e. g. , courtesy bias, social desirability) Advantages and disadvantages for each survey method (e. g. , versatility, fieldwork cost & time, accuracy (sampling control, supervisory control, opportunity for clarification)) Factors deciding which experiment (lab or field) to use. Threats to internal validity (e. g. , history effect, maturation effect, etc. ) Threats to external validity (e. g. , non-representative sample bias, etc. ) How to control confounding variables (e. g. , randomization and matching) And others from handouts, textbook, and lecture notes. Terms highlighted in yellow good for short essay questions.
