Practice Exam And Answers

Question 1

Q6. Develop a plan for conducting a focus group to determine traveller attitude toward and preferences for airlines. Specify objective of the focus group and write a screening questionnaire

Answer 1

Specify the objectives of the focus group Objective 1: What kind of attitudes do travellers have towards the top 3 airlines Objective 2: Which airline do travellers prefer the most – and why? Write a screening questionnaire to recruit participants Profession (only business travellers to be included in Focus Group) International or Domestic Travel (any to be included in Focus Group) Has the individual travelled on an airline in the past one month? Frequency of airline usage? Which other airlines is the individual aware of? Which other airlines would the individual consider while travelling Which airlines has the individual travelled on in the past five years?

Question 2

QUESTION2. You are charged with the responsibility of determining whether men are brand conscious when shopping for camping equipment. List the ways in which this information could be obtained. Which method is best and why?

Answer 2

As a researcher I could collect information on men’s brand consciousness in a number of ways. I am assuming we are referring to Australian men.

Depending on the researcher’s overall objectives and the availability of resources data collection methods could include: • surveys, • focus groups or • interviews

Probably, the quickest and cheapest method would be an online survey. Respondents can be recruited from online panels which many research agencies can provide.

Moreover, most Australians have access to the internet these days. That is why online surveys are the popular choice.

However, if one wanted to collect information on a specific store’s male consumers’ brand consciousness levels, then mall-intercept surveys should be conducted. Surveys can also be conducted on phone or via mail if we have access to male consumers’ contact details. Surveys only provide some information. For a more in-depth understanding of why men are more conscious about certain brands than others, I would recommend qualitative research such as interviews or focus groups.

One-on-one interviews can be more time consuming and expensive. That is why focus groups are often preferred as one can collect relevant information in a shorter period of time. My vote would be for a mixed methods study where the researcher can initially use online surveys with a group of male customers.

However, in order to better understand why men have these types of brand attitudes (i.e. consciousness) I would go with focus groups. I am assuming that the client has enough time and money to go for such a mixed methods study.

Question 3

Q4. A researcher wishes to compare two hotels on the following attributes: convenience of location, friendliness of personnel and value for money. Design a Likert scale to accomplish this task.

Answer 3

the issue is they forgot to add what each number equals.

Question 4

Q5. ABC Bank has 100,000 customers. The management wishes to draw a sample of 200 customers.

1. Identify the population and sampling frame that could be used.
2. Which sampling technique would you recommend? Why?

Answer 4

Target Population:

All Australian, household and business customers of ABC Bank branches in NSW as of 1 July 2016

Sampling Frame:

ABC Bank’s Sampling Frame would be a list of all customers (all age groups and other demographics) at all ABC Bank’s branches across NSW.

Sampling Technique:

I would recommend the Simple Random Sampling technique. It is extremely easy to undertake. ABC Bank has a finite number of customers. All their names/details are known. It is feasible to randomly draw an x number of customer names for research purposes. Since the question does not specify any particular segment to focus on, a Simple Random sampling technique could easily be used.