南京航空航天大学

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二○二一 ～ 二○二二学年 第一学期 《市场调查与预测》考试试题

考试日期：2021 年 1 月 3 日 试卷类型：A 试卷代号：0930304W

班号 （class） 学号 (ID) 191863111 姓名(Name) ABDUL TAUHEED

题号 Q1 Q2 Q3 Q4 总分

得分

本题分数 20
得 分

Q1. List at least three features of computer-assisted questionnaire design

programs that are more advantageous to a questionnaire designer than the use
of a word processor program.
ANS :
 The designer has complete control over question sequencing, presentation, and
screen design. Among the features are screen colors, bold, and user-defined
windows (including simultaneously displayed windows).

Complete screen design flexibility permits everything from simple questions to

complex forms with multiple answer fields and free cursor movement.

 Responses can be open-ended text, fixed length fields, precoded categories, or any
combination of these three.

 A CASES questionnaire can be designed to accept or reject responses based on pre-
defined criteria.

 Help or reference screens can be linked to specific questions or response codes, and
then be made available to the interviewer with a user-defined key.

 Logical expressions can be used to control complex conditional text, answer fields
and displays, giving the instrument designer powerful tools to address almost any
need.

 Designer-controlled information can be displayed from previously answered
questions so the interviewer does not have to search backwards or rely on memory.

 The designer can modify the wording of a question to fit the current respondent so
interviewers can ask personalized questions.

 Date variables make it easy to manipulate dates or extract month and day names
from a date (in four languages)

本题分数 20
得 分
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Q2. What is the purpose (functions) of a questionnaire

introduction？
Ans :

A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to
answer . surely ,you appreciate that questionnaires are important elements in surveys ,but it might
surprise you to learn that a questionnaire serves six key functions ,it translates the research objectives
into specific questions that are asked of the respondents ,it standardizes those questions and the
response categories so every participant responds to identical stimuli, by its wording ,question
flow,and apperance ,it fosters cooperation and keeps respondents motivated throughout the
interview,questionnaire serve as permanent records of the research depending on the type of
questionnaire used a questionnaire can speed up the process of data analysis online questionnaire ,for
example can be transmitted to thousands of potential respondents in seconds in the case of websureyor
,questioners can be delivered and returned online ,some printed questionnaires may be designed to
allow respondents response to be scanned into a statistical package.finally questionnaire contain the
information on which reliability assessments may be made ,and they are used in fellow up validation
of respondents participation in the survey in other words ,questionnaires are used by researchers for
quality control . given

Given that it serves all of these functions ,the questionnaire is indeed a very important
ingredient in the research process in fact ,studies have shown that questionnaire design directly effects
affects the quality of the data collected even experienced interviews cannot compensate for questionnaire
defects the time and effort invested in developing a good questionnaire a well spent as you will soon
learn questionnaire development is a systematic process in which the researcher contemplates various
question formats consider a number of factors characterizing the survey at hand,and ultimately words the
various questions very carefully questionnaire design is a process that requires the researcher go through
a series of inter elated steps.

本题分数 35
得 分
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Q3. Coca-Cola markets PowerAde as a sports drink

that competes with Gatorade. Competition for sports
drinks is fierce where they are sold in the coolers of
convenience stores. Coca-Cola is thinking about using a special holder that
fits in a standard cooler but moves PowerAde to eye level and makes it more
conspicuous than Gatorade. Design an experiment that determines whether or
not the special holder increases the sales of PowerAde in convenience stores.
Identify and diagram your experiment. Indicate how the experiment is to be
conducted, and assess the internal and external validity of your experiment.

Ans; Application question. This question describes as an experimental design that students must
recognize and analyze .

There is one treatment (the cooler holder for power Ade ) and one control situation (the current stocking
of power ade without the cooler holder) A before after with control group or an after only which control
group design would be satisfactory .the after only with control group design looks like the following,
X1 O1

O2

The groups are randomly assigned convenience stores such as circle Ks or 7 11s ,and the Os are stores
sales,and the effect of the PowerAde cooler holder is O1:O2 ,and if the cooler holder average power Ade
Sales are greater than the control group average power ade sales, the experiment has shown that the
cooler holder has caused the greater sales.
INTERNAL VALIDITY :
Is the addressed in the following ways:
. Extraneous factors . eliminated groups take place in the same circumstances and time frame.
. Changes in subjects if groups are matched or random, changes will be the same for all.
, measure error, use the same measure sales of power ade .
. Subjects guessing no pretest ,so no problem,
, Eqivalent groups use random selection or matching criteria.
. Drop out probably no problem ,but should be monitored .

EXTERNAL VALIDITY:
Is taken care of if the groups are representative of all convenience stores ,
The test is realistic and generalizable.
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本题分数 25
得 分

Q4. Here is a population and a potential sample frame. Please identify (1)
members of the population who are not in the sample frame and (2) sample
frame items that are not part of the population. Also, would you judge the
amount of sample frame error to be acceptable or unacceptable?

POPULATION： Buyers of Scope mouthwash

SAMPLE FRAME：Mailing list of Consumer Reports subscribers

ANS; Sample frame is comprised of the master list of members or things included in a defined
population. Sample frame is updated for each new entry in population.

Sample frame error comprises the difference between sample frame list and the actual existence of a
particular population. It shows the misrepresentation of population in the sample frame list.

a.The members who buy scope mouthwash, but not subscribed for consumer reports, are not
included in the sample frame.

The members who subscribed for consumer reports, but not bought scope mouthwash, are the
people who are mentioned in the population list.

The sample error is not acceptable in this case as more people in the sample frame are not
mentioned in the population list.

The members who listen to a particular FM but don’t have a telephone are not included in the
sample frame.

The members who have telephone, but not listen to that particular FM station, are the people who
are in the population list.

The sample error is not acceptable in this case as more people in the sample frame are not
mentioned in the population list.

The members who buy prospective-client tracking kit and a new day planner, but does not possess
the designation of sales members or marketing executives are not mentioned in the sample frame.
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The sales executives and the marketing executives who do not buy prospective-client tracking kit
and new day planner are not mentioned in the population list.

The sample error is partially acceptable in this case as almost all the marketing and sales executives
will buy prospective-client tracking kit and new day planner.

The people who use weather proof decking materials for their house, but not participated in home
and garden show, are not included in the sample frame.

The people participate in home and garden show, but do not use weather proof decking materials for
their house, are the people who are not mentioned in the population list.

The sample error is not acceptable in this case as more people in the sample frame are not included
in the population list.

OR

Sample frame is comprised of the master list of members or things included in a defined population.
Sample frame is updated for each new entry in population.

Sample frame error comprises the difference between sample frame list and the actual existence of a
particular population. It shows the misrepresentation of population in the sample frame list.

a.

(1)The members who buy scope mouthwash, but not subscribed for consumer reports, are not
included in the sample frame.

(2)The members who subscribed for consumer reports, but not bought scope mouthwash, are the
people who are mentioned in the population list

The sample error is not acceptable in this case as more people in the sample frame are not
mentioned in the population list.

b.
(1) The members who listen to a particular FM but don’t have a telephone are not included in the
sample frame.

(2) The members who have telephone, but not listen to that particular FM station, are the people who
are in the population list.
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The sample error is not acceptable in this case as more people in the sample frame are not
mentioned in the population list.

c.

(1) The members who buy prospective-client tracking kit and a new day planner, but does not
possess the designation of sales members or marketing executives are not mentioned in the sample
frame.

(2) The sales executives and the marketing executives who do not buy prospective-client tracking

kit and new day planner are not mentioned in the population list.

The sample error is partially acceptable in this case as almost all the marketing and sales
executives will buy prospective-client tracking kit and new day planner.

d.

(1)The people who use weather proof decking materials for their house, but not participated in home

and garden show, are not included in the sample frame.

(2)The people participate in home and garden show, but do not use weather proof decking materials for
their house, are the people who are not mentioned in the population list.

The sample error is not acceptable in this case as more people in the sample frame are not included
in the population list. i hope it helps..