Overview
Key Study Areas:
Topic 8: Experimentation o What is causality? o Understand three criteria for causality o Understand independent variables, dependent variables, and extraneous variables
o Understand lab versus field experiments o Understand decoy effect and its marketing applications
Topic 9: Measurements o Know objective and subjective properties of measurements o Understand four types of measurement scales and their characteristics o Understand two major marketing scales: Likert and semantic differential scales o Understand reverse coding o Understand three basic principles when constructing scales o Understand validity and reliability of measurement scales
Topic 10: Questionnaire o What is a leading question? o What is a double-barreled question? o Understand how to overcome unwillingness to answer o What is an open-ended question? What is a closed-ended question? Understand advantages and disadvantages of each type. o Understand multiple choice, dichotomous, and scale questions. o Understand two types of order effects in marketing research and how to deal with order effects.
Topic 11: Sampling o What is sampling versus population? o What is nonprobability versus probability sampling? o Understand different types of nonprobability sampling technique o Understand different types of probability sampling technique