Marketing Research: Study Guide
MKTG 390, Exam 3
1. Marketers often mislead consumers by misrepresenting marketing research findings in ads and sales presentations. What are six ways in which they do this?
(1). Incomplete or misleading reporting of survey or product testing results;
(2).Reporting only the percentage of survey respondents answering in a given way (for example, “55% of those surveyed said....”) but not the absolute numbers or the sample size;
(3). Misleading specification of the competitors tested in reported comparative tests;
(4). Using survey techniques that confuse respondents or bias their answers, but not revealing the questions and interview procedure.
Sometimes corporate researchers intentionally design the company’s product testing and marketing research studies so as to generate deceptive findings.
(1). Testing the company’s drug against a comparison during theta is well known not to work well.
(2). Testing the company’s drug against too low a dose of the comparison product, to make the company’s drug appear “more effective” , or against too high a dose of the comparison product to make the company’s drug appear “less toxic”.
(3). Reporting only that part of a product trial that favors the company’s drug, and hiding the rest of the results.
(4). Funding many different studies about the same product but reporting only the one or two that make the company’s product look desirable.
1) Tell lies about risks or limitations
2) Omit disclosing risks or limitations entirely
3) Bury or conceal disclosures among other information
4) Report only % of respondents who answer in a specific way
5) Incomplete reporting of testing results
6) Using survey techniques that confuse respondents
2. Explain the “number of subgroups” method for determining sample size.
In any sample size determination problem, consideration must be given to the number and anticipated size of various subgroups of the total sample that must be analyzed and about which statistical inferences
1. Marketers often mislead consumers by misrepresenting marketing research findings in ads and sales presentations. What are six ways in which they do this?
(1). Incomplete or misleading reporting of survey or product testing results;
(2).Reporting only the percentage of survey respondents answering in a given way (for example, “55% of those surveyed said....”) but not the absolute numbers or the sample size;
(3). Misleading specification of the competitors tested in reported comparative tests;
(4). Using survey techniques that confuse respondents or bias their answers, but not revealing the questions and interview procedure.
Sometimes corporate researchers intentionally design the company’s product testing and marketing research studies so as to generate deceptive findings.
(1). Testing the company’s drug against a comparison during theta is well known not to work well.
(2). Testing the company’s drug against too low a dose of the comparison product, to make the company’s drug appear “more effective” , or against too high a dose of the comparison product to make the company’s drug appear “less toxic”.
(3). Reporting only that part of a product trial that favors the company’s drug, and hiding the rest of the results.
(4). Funding many different studies about the same product but reporting only the one or two that make the company’s product look desirable.
1) Tell lies about risks or limitations
2) Omit disclosing risks or limitations entirely
3) Bury or conceal disclosures among other information
4) Report only % of respondents who answer in a specific way
5) Incomplete reporting of testing results
6) Using survey techniques that confuse respondents
2. Explain the “number of subgroups” method for determining sample size.
In any sample size determination problem, consideration must be given to the number and anticipated size of various subgroups of the total sample that must be analyzed and about which statistical inferences