Added

Question 1

Multi item scale ads

Answer 1

Ads: less variables in regression formula

Multi item scale mOstly has a higher reliability compared to a single item scale

Higher construct validity and criterion validity

More precisie segmentation possible

Question 2

Four steps of sampling process

Answer 2

Define the population
Determine the sampling frame
Select the sampling procedure
Determine the sample size

Question 3

Define the terms correlation and causality

Answer 3

Correlation: when two or more events are related to each other and change together

Causality : when one event contributes to the production of another event. Where the cause is partly responsible for the effect, and the effect is dependent on the cause

Question 4

Why do we sample

Answer 4

Because of cost considerations
Because researches cannot analYse the whole population
Samples can produce sound results d proper rules are followed for the draw

Question 5

How would you measure

What is your gender?

Answer 5

Answer options male and female

Scale type nominal

Measurement 1-0 codes variables

Question 6

How would you measure: would you buy a smart refrigerator?

Answer 6

Answer option: yes or no
Scale type: nominal
Measurement: 1-0 coded variables

Question 7

How would you meisje how likely are you willing to pay for a smart refrigerator

Answer 7

Answer Opiotn: 5 or 7 point likert scale

Scale type: interval

Measurement: 1-5 coded variables

Question 8

What would you willing to pay for a smart refrigerator

Answer 8

Answer option: let respondents fill in any numerical answer

Scale type: ratio

Measurement: digit between o and k

Question 9

How would you rank the following criteria for choosing a smart refrigerator

Answer 9

Answer option: let respondents check boxes with smart refrigerator characteristics

Scale type: nominal

Measurement: each characteristic has a rank from 1 till k

Question 10

How many trips to the grocery market do you make a week?

Answer 10

Answer option: let respondents fill in any numerical answer

Scale type: ratio

Measurement: digit between 0 and k

Question 11

How to Calc the sample mean

Answer 11

Sum of:
Xi * rel frequency

Or if without rel frequency:

1/N * sum of xi * absolute frequency

Question 12

Optimal ad budget

Answer 12

Optimality condition is

aU /aA = 0

So au/aA = B (P - Cost var) * K * Pa * A^b-1 -1=0

If doesn’t equal 0 then optimality condition not fulfilled

Question 13

Calc optimal ad budget

Answer 13

_

A optimal = B * (P-Cvar) *Q

Question 14

Carry over effect

Answer 14

Marketing implies in period t leads to lagged Seles effect in later periods (eg because of awareness or image effects)

Question 15

Features of an experiment

Answer 15

1. Formulation of a casual relationship (hypothesis)
2. Evaluation of the directional influence of one or more independent variables on one or more dependent variables.
3. Controlling of all disturbing influences (control variables) to exclude distortion of the results

Question 16

Factors influencing the a error

Answer 16

Size of the effect - the larger the measured effect, the lower the probability of error

Dispersion of the measurement values - the greater the dispersion of the measurements values, the greater the probability of error

Sample size - the larger the sample the lower je probability of error

Question 17

T test for independent samples

Answer 17

T = difference of sample means / standard deviations of the difference of the sample means

For independent samples there is no correspondence between the respondents of the groups

The group sizes may be different

Question 18

R squared

Answer 18

R squared = regression coefficient ^2 * (variance of x / variance of y )

Question 19

Properties of R squared

Answer 19

R squared indicates how well the mode explains the variance of a dependent variable.

But there are no rules for how high R^2 must be

It says nothing about the importance of an influencing variable

It offers no info on how well the model performs outside of the sample

It is influenced by the properties of the sample: decreases with greater variance of Y as well as with lower variance or x

Question 20

Correlation is not regression

Answer 20

Parameter to be estimated:

For correlation analysis constrained between -1 and +1
For regression not constrained

Intepretation of result:
Correlation analysis: linear correlation between two variables
Regression analysis: beteeen one dependent and multiple influencing

Theoretical understanding:
Correlation; not necessary
Regression: necessary and testable

Question 21

Ads and dis of regression analysis

Answer 21

Pos of regression analysis:
Can be used for various purposes: explanation of relationships, simulation of effects, prediction

And works with various data types like:
Classic metric data
Data with 0/1 values
Frequencies

The dis of regression analysis:
The regression model needs
Mathematical formulation of the mental model

Sufficient data with sufficient variation

Good data (clean measurement)

Question 22

Key assumptions of linear regressions

Answer 22

Multiple linear regression requires at least two independent variables

Requires a linear relationship between dependent and independent variable

Error term is normally distributed

No multicollinearity: multiple regression assumes Independent variable not high correlated with each other

Homoscedasticty: variance of error terms are similar across the values of independent variables

Regression analysis requires at least 20 cases per independent variable

Question 23

Error sources

Answer 23

Over reporting - more positive than they actually are

Interview bias

Bias because of question order

Halo effect - when one answer influences another

Socially desired answers because of non anonymity

Question 24

How to find most significant thing in data

Answer 24

One with lowest significant

Question 25

Which variable has the strongest impact

Answer 25

One with highest standardised beta coefficient

Question 26

Four generic strayed postures in multinational corporations

Answer 26

Low global integration and low local responsiveness = international strategy

Low global integration and high local responsiveness = multinational strategy

High global integration and low responsiveness = global strategy

High global integrationi and high local responsiveness = transnational strategy

Question 27

Drivers for strategy orientated behaviour

Answer 27

Should = goals and action
Want = incentives and attitudes
Can = resources and skill

Question 28

Benefits of databases

Answer 28

Data independence - seperately data storage from data retrieval

Consistency of data - no duplicates

Data accessibility and responsiveness - different ways of accessing required data

Uniform security and integrity controls - access control, backup and recovery