Marketing research

What perceived risks are being addressed by the information on this site?
October 29, 2020
The Challenger disaster and groupthink.
October 29, 2020

Question 6

 

Identify and explain four reasons why respondents are unwilling to answer specific questions.

 

Question 7

 

How would you assess the construct validity of a multi-item scale? Identify and discuss the issues you would address in this process.

 

Question 8

 

Visit the web site of one of the online marketing research firms listed in Table 1.2 of the textbook. Locate a questionnaire being currently administered at this site. Critically analyze the questionnaire using the principles discussed in this unit.

 

 

 

Reference

 

Malhotra, N. K. (2010). Marketing research: An applied orientation (6th ed.). Upper Saddle River, NJ: Prentice Hall.

 

Question are in relation to chapters 9 & 10 of the texted book.

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