Review 4 test 2
63 questions long winded multiple choice theme methodology of research, no names etc
Pg 255
Chapter 5:
9 questions from here all on Information types & sources

primary and secondary data –uses adv/disadv classification internal databases external secondary data –adv/disadv of secondary data evaluating secondary data

no census or acs

Chapter 6:
Types of primary secondary data/ sources uses adv data
10 questions from this
-understand differences between quantitative and qualitative
-pros and cons of focus groups/observation using as means of data focus groups
-examples of quan/qual
-Observation techniques: direct vs indirct, overt versus cover, structured vs unstructured, in situ versus invented (application of these)
-archives/physical traces (indirect observation)
-overt/covert
-structured/unstructured
-all observational techniques stop of focus groups

Chapter 7
5 questions
4 basic alternative modes for gathering survey data advantages and disadvantages of each of the various data collection types
4 types of different survey methods: person admin, computer assisted, self administered, mixed-mode (appropriate us, adv/disadv)

chapter 8
10 questions
Basics of measurement regarding ppl, places and things
Basics of questionnaire organization
Deifinition of meansurement, properties of measurement (*objective, subjective)
Types of measurements and examples of each
Nominal, ordinal, scale/nonscale measurements

Scale: interval, ratio
Nonscale:

Types of scales used in marketing research: likert, semantic differential
Properties of interval scales
Definitions of Reliability, validity
(END AFTER RELIABILITY/VALIDITY)

Chapter 9
12 questions from here

Understand difference between population, population mean, sample frame, sample error, sample frame error

**what is population, sources of sample error & sample frame error

probability sample, nonprobability sample random selection of subjects (probability) types of sample probability methods (simple random, systematic, cluster, stratified) & all their benefits

Chapter 10
20 questions from this chapter
-8 axioms underlying sample size determination with a probability sample know how to compute sample size using confidence interval approach
(will be questions multiple choice have to see how they got the questions)

key point many managers falsely believe that sample size and sample representativeness are related but they are not
-only a probability sample (random) is truly representative of a population
-(give examples and then conclude if good representative)
-snowball affect=no bc not randomsample/ prob sample non random sample is BASED ON JUDGEMENT, CONVINENCE