MKT806 Marketing Research for Decision Making

I am doing a study of consumer perceptions of automobiles and want to predict (using linear regression techniques) their likelihood to repurchase (from "very unlikely" to "very likely") from the same company/brand in the future. What kind of measurement scale/variable should I use for my dependent variable, "likelihood to repurchase from the same company in the future"? Why (explain)? (5 Points)

The best measurement scale to use in this research is the nominal measurement scale. (Mullender 2018,47-53)used nominal classes in the differential diagnosis. The word nominal means naming; the variables provided in our case are naming variables, for instance, very unlikely and very likely, meaning that the researcher can not measure the distance between the two variables can not be measured. In this case, the repurchase from the same brand or company in the future can only be determined by being either very likely or very unlikely.

2. In the same study described above, I am collecting survey interviews (500 cases) for each of the ten largest automakers in the U.S. (5000 interviews overall). In my dataset, I need a variable that differentiates the collected cases/interviews for each automaker in my dataset. What kind of measurement scale/variable should I use? Why (explain)? (5 Points)

The best measurement scale that the researcher can use here is still the nominal scale. Nominal is preferred here since the researcher is still not interested in ranking the data in a given order. A nominal scale can not measure the difference between variables. Still, the researcher can use it to classify the provided data. ( Hanson 2018,916-926) did research on outcomes that are important to living kidney donors using the nominal group technique. Nominal scale can classify variables by associating them with number tags that are not used in the final calculation.

3. In addition to the variables above, I have also decided to ask the respondents to rank the ten automaker brands from "most preferred" to "least preferred." What kind of measurement scale/variable should I use? Why (explain)? (5 Points)

Here, the best measurement scale to be used by the researcher would be the ordinal measurement scale. The ordinal response was commonly used for the proportional-odds logistic model (Mccullagh1989,17). An ordinal variable measurement scale is used to characterize the order of the given variables but does not give the distance between the variables. It is the most suitable since the researcher would like the respondents to rank the ten automaker brands from the customer's most preferred to the least preferred one.

4. Explain everythingthat is wrong with the following survey question: "On a scale from 1-10, where 1 means "pretty bad" and 10 means "awesome," please rate the efficiency, morality, and societal importance of genetic modification using CRISPR DNA gene-editing techniques. (5 points)

-Efficiency, here I would rate it 4. The gene-editing techniques are not that very technologically efficient as the risk involved are still high.

-Morality, I would rate it at 2. The gene-editing techniques have gone against our morals and religions in that genetic engineers have now taken God's role.

Societal importance, here I would rate at 5. The gene-editing techniques have brought an excellent and wrong side to society. It is suitable for those who have been cured of certain diseases, but this can also stigmatize those still living with the same diseases.

5. You are a student researcher designing a questionnaire to measure student perceptions of the dining halls on MSU's campus. Your goal is to improve the quality of the entire dining experience for the students. Write a brief (3-4 sentence) introduction to the survey that effectively explains the purpose of the research and maximizes response rate. (5 points)

Many of our fellow students believe that the dining halls on the campus are of low standards. They argue that the services and the meals offered there are far below the standards of what a campus dining hall should offer. I want to show you that our dining hall staff have now embarked on our satisfaction as their primary goal. Come on, and let's witness the difference.

References

de Vet, Henrica CW, Margriet G. Mullender, and Iris Eekhout. "Specific agreement on ordinal and multiple nominal outcomes can be calculated for more than two raters." Journal of clinical epidemiology 96 (2018): 47-53.

Hanson, Camilla S., Jeremy R. Chapman, John S. Gill, John Kanellis, Germaine Wong, Jonathan C. Craig, Armando Teixeira-Pinto et al. "Identifying outcomes that are important to living kidney donors: a nominal group technique study." Clinical Journal of the American Society of Nephrology 13, no. 6 (2018): 916-926.

McCullagh, Peter, and J. A. Nelder. "Generalized Linear Models II." (1989).

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