MKTG601
Individual Revision Assignment
Semester Two, 2022
Worth: 50 percent
Due: 12 noon (NZ time), Friday 7 October (Week 10)
Prepare written answers to each of the following short answer, multichoice and SPSS
analysis questions, and upload your answers to Canvas.
SECTION A - SHORT ANSWER QUESTIONS
30 MARKS
Write 100-150 words on each of the following. Each question is worth 5 marks.
1. What are the advantages of conducting qualitative research in marketing?
2. Explain some of the principles for running an effective focus group.
3. What role do (a) control, and (b) randomization play in the design of an experiment?
4. What is the key difference between probability sampling methods, and non-probability
sampling methods? Provide a description of one example of a probability sampling
method, and a description of one example of a non-probability sampling method.
5. Name three common measures of central tendency in statistical analysis. Explain how
each measure is calculated, and when it is appropriate to use each measure.
6. Provide a brief explanation (1-2 sentences) of each the 11 steps to the research process.
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SECTION B – MULTICHOICE
10 MARKS
1. A great deal of marketing research is conducted to determine the size of various market
segments. Not only are managers interested in knowing the size of a market segment
but also:
A) if that segment is shrinking and why competitors did not fulfill the wants and needs of
that segment
B) if that segment is growing and how well competitors are fulfilling the needs of that
segment
C) if that segment is growing and how well competitors are fulfilling the wants and
needs of that segment
D) if that segment is growing or shrinking and how well competitors are fulfilling the
wants and needs of that segment
2. According to the American Marketing Association, which of the following is the primary
use of marketing research?
A) to identify and define marketing opportunities and problems
B) to solve general, not specific, marketing problems
C) to generate, refine, and evaluate marketing actions
D) to monitor marketing performance
3. Once a firm decides to conduct marketing research, the second step is to:
A) decide the research approach
B) write the research objectives
C) establish the research budget
D) describe the management problem
4. Survey questions must be phrased properly to ________ and therefore can be used to
solve the management problem.
A) generate answers that satisfy the research objectives
B) generate responses that satisfy the sampling plan
C) promote respondent bias
D) elicit the answers the client is seeking
5. Data referring to information that is developed or gathered by the researcher
specifically for the research project at hand is called:
A) proprietary data
B) secondary data
C) primary data
D) big data
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6. ________ is an example of internal secondary data.
A) Statistics NZ census data
B) company sales data
C) Roy Morgan Single Source NZ database
D) company tax data
7. Online focus groups have the following advantages over traditional focus groups EXCEPT
for which of the following?
A) no physical setup is necessary
B) transcripts are captured in real time
C) participants can be in different geographic locations
D) body language is visible and apparent
8. When the research objective is to ________, focus groups may be an alternative.
A) explore or describe rather than predict
B) describe and predict
C) describe, explore, and predict
D) explore and predict
9. A measurement scale used in survey research that captures the level of agreement or
disagree a respondent has towards a statement is a:
A) psychometric scale
B) comparative scale
C) Likert scale
D) multidimensional scale.
10. Because many marketing stimuli have meanings and mental associations the ________
works well when the marketing researcher is attempting to determine brand, store, or
other images.
A) Likert scale
B) lifestyle inventory scale
C) semantic differential scale
D) polar differential scale
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SECTION C – SPSS DATA ANALYSIS
10 MARKS
The exercise requires you to undertake data analysis using SPSS software. Download a copy
of the “Kiwi BBQ” dataset from Canvas MKTG601 > Assessments. Undertake appropriate
analysis to answer the following questions. Make a copy of the tables produced as output
and paste these into your assignment after your answer to each of the following three
questions.
1. Draw a graph of data for the variable “education level”. What are the three most
common levels of education for survey respondents? (3 marks)
2. Compare “likely to recommend” levels between the two gender groups, male and
female. Is there a statistically significant difference between males and females in their
likelihood to recommend a fastfood restaurant? (4 marks)
3. What is the correlation between “spend” (i.e., dollars spent per visit) and “likely to
return” to the fastfood restaurant? What is the correlation between “spend” and “likely
to recommend” the fastfood restaurant? (3 marks)
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