RES 351 Entire Course (2013 Latest Version A+ Guide)
Week 1 – Discussion Question 1 Select a company with which you are familiar, or invent an imaginary one. Identify (or create) a business challenge that the company is facing. It could have something to do with marketing, sales, new products, business expansion, business contraction, etc. 1. Describe the issue the company is facing. 2. What is the management dilemma? 3. Translate the management dilemma into a management question(s). 4. Translate the management question(s) into a research question(s). Week 1 - Discussion Question 2 A data processing analyst for a research supplier finds that a preliminary computer run of survey results shows that consumers love a client’s new product. The employee buys a large block of the client’s stock. In general, what are the differences between legal and ethical standards? Which do you believe is more important? Why? Discuss the specific legal and ethical issues in this situation. Week 2 - Discussion Question 1 Advertisers are constantly making claims about their products: ? “You can lose up to 5 pounds per week with _____.” ? “_____ towels absorbs 12 times their weight in liquid.” ? “_____ stops headache pain twice as fast as regular aspirin.” Choose your favorite product (it does not have to be one of the above) and design a simple experiment to test their claim. Include the following: 1. Describe what you are testing. 2. State your null and research (alternative) hypotheses. 3. Identify the dependent variable. 4. Identify the independent variable. Week 2 Discussion Question 2 Surveys, surveys, surveys! It seems we are constantly being asked our opinions about various topics from product preferences to political preferences. Sometimes surveys are accurate, and sometimes they are not. In the early 1980’s Pepsi introduced the “Pepsi Challenge.” This challenge involved a blind comparison of Pepsi Cola and Coca Cola to determine consumer taste preferences. Although Coke held a very dominant market share, those taking the taste test overwhelmingly preferred Pepsi. As a result, Coca Cola introduced “New Coke” in 1985. It was designed to have a taste more similar to that of Pepsi Cola. It was a total failure and resulted in a loss of market share to Pepsi. Soon Coca Cola reintroduced the original formula as “Coke Classic.” Please answer the following questions: 1. How might the content of the survey questions impact predictions? 2. How might the process of the survey impact predictions? 3. How might the sampling approach impact predictions? 4. What could the surveyor do to improve the accuracy of results? Week 3 Discussion Question 1 1. What key things would you want to consider when developing a rating scale? 2. What special problems do rating scales present? 3. How can these problems be minimized? 4. In what situations are open-ended questions most useful? 5. What special problems do open-ended questions present? 6. How can these problems be minimized? Week 3 – Discussion Question 2 1. What is the reliability of a measurement instrument? 2. What is the validity of a measurement instrument? 3. Can a measurement instrument be valid if it is not reliable? Explain. 4. Why would it be important for a measurement instrument to be both reliable and valid? 5. Distinguish between internal validity and external validity. Week 4 Discussion Question 1 You have been contracted to survey a sample of people to determine the effectiveness of a new advertising campaign for the Mercedes-Benz automotive company. 1. What target population would you use? 2. What is a sample frame, and what source would you use as a sample frame for this target population? 3. Would a nonprobability sample be appropriate to use in this situation? Why? 4. Choose a sampling approach, explaining how it works. 5. What things do you need to consider in determining an appropriate sample size? Week 4 Discussion Question 2 1. What are some key things you would want to consider when developing a survey instrument? 2. Give an example of a structured response survey item. What do you believe are its benefits and weaknesses? 3. Give an example of an unstructured response survey item. What do you believe are its benefits and weaknesses? Week 5 Discussion Question 1 1. Explain the concept of statistical significance. 2. Why is it important to determine statistical significance whenever possible when doing business research? 3. What is practical significance? How does it differ from statistical significance? Week 5 Discussion Question 2 1. Contrast descriptive and inferential statistics. 2. Explain how level of measurement scale (Nominal, Ordinal, Interval, and Ratio) relates to the type of descriptive statistics approach which is appropriate. 3. What three questions must be asked in order to determine which inferential test to use?