write about half a page per question answered, with at least 2 references to each question answered
1.Have you ever set off to solve a problem or answer a question only to find out that the problem you identified or question you asked was not at all relevant to what you were trying to solve? Think of such a personal issue or company business problem that you feel comfortable discussing with the class. What did you (or your company) think the problem to be solved or question to answered was when you/they began your/their research? What did the actual problem/question turn out to be? When did you/they realize this? What should you/they have done? How was the matter ultimately resolved?
2. What are your three favorite sources of secondary information (not family or friends) that you use in your daily life and that you consider valuable in your decision-making process? What specifically do you find most valuable about your chosen sources?
What is one source that you intentionally do not utilize because you do not consider it an accurate or valuable information source? Why don’t you consider it to be accurate or valuable as a source of information?
3. Discuss the following statement: “Quantitative research is more important than qualitative research because it results in statistical information and conclusive findings.”
4. You may hear on the nightly news that its recent survey shows that 50% of survey respondents don’t think the country is ”headed in the right direction.” Another network may say that 45% of the country answered the same way to an identical question in its survey. Comment on the question asked, concerns you might have around survey methodology, and the reliability and/or validity of the inferences often drawn from results (e.g., should a President or a candidate be concerned?). Non-random/non-probability methods include convenience, judgment, quota, and snowball sampling.
5. Validity is about the ability of an instrument to measure what it is intended to measure. Reliability refers to the extent to which an instrument will produce consistent results if repeated measurements are made. In this context, discuss the Mastery Exercises and Critical Thinking assignments for this class that you have completed to date regarding their validity as instruments to test your knowledge and understanding of the information you have covered so far in your readings and assignments. What additional information would be needed for you to make a determination of their reliability? Are there better measurement methods or instruments you can think of?
6. The U.S. Census is done every ten years. It is very expensive. Based on what you know now from this class, do you think that it might be better to do a sample? What are the advantages/disadvantages for each method (i.e., a census for our country versus a sample)?
7. Discuss the following statement: “Quantitative considerations are more important than qualitative consideration in determining the sample size.” If you have been involved in research, when, if at all, was this an issue? Which would be most important for your firm/company/agency and why?
8. Visit the Marketing Research Association Web site (www.mra-net.org). Click on Standards on the upper left, top index, and then on MRA’s Code of Marketing Research Standards. Read through them and pay particular attention to Sections B & C, Standards and Tabulations. How do these relate to the matter of hypothesis testing, especially in regard to the notion of interviewer and pollster cheating? Why might interviewers and pollsters cheat or misrepresent information or results? How can cheating and/or misconstruing facts be detected and prevented? Should we fear such issues from our industry, government, political, and news sources and resulting media reporting?
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