Research Methodology II
Individual Exam – 350 points
This is a take-home, open book exam. However, your work is to be yours and yours alone. If I have any indication that you have collaborated with one of your classmates I will give you an F for the course.
I know one question you will have is “How long should my responses be?” The answer, of course, is “It depends!” Answer each question as comprehensively as possible. This means a full, complete response to each question. On the surface, questions could be answered very shortly (a sentence or two). But, a comprehensive response not only indicates what you think should be done for a question, but also why you did not choose another response/option/alternative.
Use 12-point font size. Double space your responses. Do not delete the questions when you respond.
You do not need to cite class notes, slides, or the This does not mean you can copy material from the book or slides. If you directly copy from either of these sources, it will constitute plagiarism. In addition, if you decide to include information from other sources (which is not required), you do need to cite that. Again, directly copying from any source is not allowed.
Please turn in via Webcampus no later than 6:00pm. You may use as much or as little of the time as you choose. Late exams will be penalized 5 points per 10 minutes late.
Part I: True/False (7 points X 20 questions = 140 points)
For questions, please indicate whether the statement is True (T) or False (F).
T F 1. Stratified sampling is a type of non-probability sampling.
T F 2. The order of scales from least complex to most complex is nominal, ordinal, ratio,
T F 3. In research, we can never prove that a relationship between two variables exists.
T F 4. A quota sampling strategy is an example of a probability sampling strategy.
T F 5. Using either an odd or even number of points (such as a 4-point scale) on a Likert-scale
question does follow proper research procedure.
T F 6. Academics and industry professionals do not generally agree on the specific names of the
steps in the research process, but they do agree on the general idea of how to conduct research.
T F 7. Difficult and sensitive questions should always be placed at the end of a survey.
T F 8. Exploratory research is more likely to be quantitative, and conclusive research is more likely to
T F 9. Cross-sectional research design looks at data collected over multiple time periods from the
T F 10. Training field workers on making initial contact with potential respondents is important.
T F 11. Descriptive research looks at cause and effect whereas causal research looks at association.
T F 12. A research project where everyone in the target population is asked to fill out a survey is
known as a census.
T F 13. Dependent variables are the variables that are the cause, while independent variables are
T F 14. If a measure is perfectly valid, it is also perfectly reliable.
T F 15. Reliability is the extent that a measure is free from random error while validity assesses
whether differences between responses is real or due to error.
T F 16. Measurement, not scaling is the assignment of numbers to characteristics of objects
T F 17. Based on attendance of 50,000 people, a sample size of 150 to survey attendees to a
soccer match game at BC Place is reasonable.
T F 18. Pre-testing a survey is important only if the survey format is online.
T F 19. In research, it is important to consider all stakeholders, including the public, and
survey respondents, clients, and the research team.
T F 20. In a scale, the absolute differences between the scale descriptors is known as order.
Part II: Long Answer (6 questions, 210 points):
[20 points] Do you believe it is possible to make sound marketing and business decisions without using primary research? What advantages does using primary research have over secondary research? What are the disadvantages? What arguments might you provide to your fellow managers who have concerns about the time/expense/hassle of using primary research?
[25 points] Create one Research Question and at least three Hypotheses for a research project examining motivations of guests who visit the Sea-to-Sky Gondola.
[25 points] We discussed a number of errors that can occur with research in Week 3. Please discuss the errors associated with surveys and detail some of the measures you might take to overcome those. You may talk about validity and reliability in your response, but make sure you focus on sources of error.
[10 points each X 4 = 40 points] You are the GM of BC Place Stadium. Your food and beverage revenue during events has not grown in three years. You are thinking about completely changing the F&B offerings at BC Place. However, you want to first conduct some research about the F&B preferences of people who visited BC Place in the last few years.
What type of research would you recommend to conduct and why?
What is your sample?
What steps would you use to conduct this research?
Suppose you had to do secondary research only. Come up with a few ideas of secondary sources and justify why you think they are good sources (remember the S.E.C.O.N.D. exercise we did in class in Week 2???)
[25 points each X 2 = 50 points] For each of the following, create an appropriate scale and classify it similar to the exercise we did in class in Week 3 (metric/non-metric, ordinal/interval/etc.):
*Make sure you use every classification technique we discussed (remember the list I had on the left side of the whiteboard during that class???)*
The intent of people to return to the Fairmont Waterfront after they have stayed there last month.
The exam score of an employee on an HR training test at Cactus Club Café.
[25 points each X 2 = 50 points] For each of the following, which survey method (mail, telephone, personal interview, e-mail, internet-based, etc.) would you use? What sampling technique would you use?
Justify your choice for both method and sampling technique.
Perception of the app-based loyalty program for frequent customers of Tim Horton’s
Determining whether word of mouth marketing will be positive or negative from people who have stayed at any Marriott-branded property in downtown Vancouver over the past three months.
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