This is my final paper (“Signature Assignment”) for my MBA course, Marketing Research. The objective is to continue to build on the research I started in the midterm paper (“Case Assignment”) to develop a complete Marketing Research paper.
Here are topics that need to be covered that we learned during the course:
Quantitative and Qualitative methods
– Secondary Research
– Surveys
– Focus Groups
– Inteviews
– Experiments & Field Trials
– Observation
Basic Statistics and Sampling
– Random and Stratified Sampling
– For the assignment, it would make sense to use stratified sampling of the target groups
– The differences between mean, median, and mode, and which can be used for the assignment.
Hypothesis Testing Procedures
– Null Hypothesis and Alternative Hypothesis
– Differentiation Between Tests: The Z-test of a mean; t-test; Chi-square one sample test; The McNemar test; Kolmogorov-Smirnov one simple test. State at least 2 types that can be used for the signature assignment.
– Differences between parametric and non-parametric statistics and which to use for the signature assignment.
For the signature assignment, it’s best to use a non-parametric test because we will be assessing group medians of our participants’ salaries. Also, non-parametric tests can analyze ordinal and ranked data, and not be tripped up by outliers like a parametric test would. Finally, we’re using a Likert scale in our survey, which can be assessed with non-parametric tests for accuracy with ordinal data that do not assume a normal distribution.
