marketing 351 study guide

Research reports are evaluated based on one fundamental issue:

How well do they communicate with the reader?

How should the questions be phrased in a survey?

Includes both the Words to write the Question and the Scale to measure their Answer Focus on: (1) Clarity; (2) Unbiased; (3) Answerable

One Mean Test

We want to compare the average value of one independent population with a known value. EXAMPLE: Is the average price of gas different than $4?

Regarding measurement basics, we measure: a. objects. b. quantities of objects. c. quantities of attributes of objects. d. variance among objects. e. variance among attributes.

c. quantities of attributes of objects.

Completeness of the research report should be evaluated from the perspective of the a. researcher. b. data collected. c. reader. d. data analyst. e. report writer.

c. reader.

The "funnel approach" when designing a questionnaire refers to: a. asking sensitive questions first. b. a method of data analysis. c. successively narrowing the focus of related questions. d. using a funnel as a visual aid when asking sensitive questions in a personal interview. e. successively broadening the scope of related questions.

c. successively narrowing the focus of related questions.

In what sequence should the survey questions be arranged?

Utilize Funnel Technique (broad to specific) and group by topic area. Demographics at the end. Main concern is Order Bias

What is Ordinal Scale

•Numbers are used to order according to relative size or quality - i.e., to order •1, 2, 3, 4 = 1 best, 4 = worst, if ranking 1-4

Stratified Sampling meaning

1.Population is dividing into two or more non-overlapping groups (i.e., strata). 2.The individuals in each stratum should be similar in some way. 3.A simple random sampling is then conducted within each group. •Good for observing relationships between two or more subgroups

Quota Sampling meaning

1.Sample selected to include a minimum number of responses of population elements (e.g., gender, income, etc.). 2.Respondents are then selected by convenience or judgment sampling.

Cluster Sampling

1.The population is divided into mutually exclusive and collectively exhaustive subpopulations (i.e., clusters). 2.Clusters are then selected using simple random sampling. 3.The population elements within the clusters are then all selected or selected using simple random sampling.

What types of questions should be avoided in surveys?

-Unstated Alternatives -Assumed Consequences -Complexity -Leading Questions -Ambiguity -Double-barreled Item -Assumptions -Burdensome Questions

What is the sampling process?

1. Define the Target Population 2. Identify the Sampling Frame 3. Select the Sampling Design •Non-Probability Sampling •Probability Sampling 4.Determine the Sampling Size needed

Written Report Basic Organization:

1. Title Page 2. Introduction 3. Research Method 4. Results 5.Discussion/Recommendations

Criteria for Good Measurement Includes:

1. Validity 2. Reliability 3. Sensitivity

What are The Basic Considerations of Questionnaire Design?

1. What should be asked? 2. How should the questions be phrased? 3. In what sequence should the questions be arranged? 4. Does the questionnaire need to be revised? 5. How should the questionnaire be pretested? 6. What questionnaire layout will be the best?

What does PCA stand for?

1. plan 2. conduct 3. analyze

Systematic Sampling

1.A random starting point is selected and then picking every element in succession from the sampling frame. 2.The sampling interval, i, is determined by dividing the population size N by the sample size n. [i = N/n]

The Process for Operationalization includes:

1.Define the VARIABLE (CONCEPT). 2.Determine the phrasing of the ITEM (QUESTION). 3.Determine the value of the SCALE (ANSWER).

Responses from the same respondent on the same topic can change based, not their opinion, but on:

1.How the question is worded 2.How the answer choices are worded 3.The format of the scale 4.The number of answer choices 5.The order of questions 6.The tone of the questions surrounding it

What is a Survey?

A method of collecting primary data based on communicating questions and answers with a representative sample of respondents.

What are Filter questions?

A question that screens out respondents who are not qualified to participate in a survey or to answer a question on a survey

Which of the following is TRUE for a research report? A. Because the research report is all that most executives will see of a project, it is the basis for their evaluation of the research project. b. If the research team has worked exceptionally hard on the project at hand, the research report should be as brief as possible. c.Executives can be easily convinced of the usefulness of the report's findings if all possible statistics are included in the body of the report. d. The research report does not need to describe the research method because it is over the heads of the audience. e. All of the other answer choices are true.

A. Because the research report is all that most executives will see of a project, it is the basis for their evaluation of the research project.

What can you operationalize?

Anything and Everything

Convenience Sampling meaning

Attempts to obtain a sample of convenient respondents. Often, respondents are selected because they happen to be in the right place at right time. Examples:Mall intercept interviews "People on the street" interviews

Identify the level of measurement being used in this example. Explain. How satisfied are you with Newsweek magazine? Very satisfied Satisfied Neither Satisfied nor Dissatisfied Dissatisfied Very Dissatisfied

Best Short Answer: It is interval, based on the assumption that the assigned numbers (scale) legitimately allow the comparison of the size of the differences among and between members.

1. What type of scale is the following? Indicate your opinion about the quality of ABCD pizza by selecting one of the following: 1 - Well below average 2 - Below average 3 - Average 4 - Above average 5 - Well above average

Category scale

According to the eBook/textbook, "You must also be on the alert to spot 'completed' questionnaires that don't really have true responses. Consider, for example, a respondent who checked the "5" position on a five-point scale for each of the 20 items in an attitude questionnaire, even though some items were expressed negatively and some positively." Examining the questionnaire in this manner, also discussed in the slides as "the process of checking and adjusting data for omissions, consistency, and legibility" occurs during which state of data preparation?

Editing

what is Funnel Approach (Technique)?

Organize questions from broad to specific

What is the Brand Perception Survey's goal and approach?

Goal: To know how customers perceive their brand relative to other brands •Approach: Have customers rate firm's brand and competitors brand on different features or attributes

Snowball Sampling meaning

•Obtaining additional respondents using referrals from initial respondents •Example:Hard-to-reach respondents (e.g., government services, 'food stamps', drug users)

ANOVA

PROBLEM: We want to compare the average values of more than two independent populations on the same variable. EXAMPLE: Does city (Green Bay, Madison, and Milwaukee) have an effect on store traffic?

Two Mean Test: Independent Samples

PROBLEM: We want to compare the average values of two independent populations on the same variable. EXAMPLE: Do men charge more on their credit cards than women?

Two Mean Test: Paired Samples

PROBLEM: We want to compare the two means from populations that are related in some way - typically the feelings of the same respondents.. EXAMPLE: Do respondents like McDonalds more than Wendy's?

What type of sampling is used in the following example? Put all the freshman Marketing major/concentration names into a hat. Put all the sophomore Marketing major/concentration names into a hat. Put all the junior Marketing major/concentration names into a hat. Put all the senior Marketing major/concentration names into a hat. Randomly pull out the same number of names from each hat and survey those students.

Stratified sampling

What does operationalization mean?

The process by which a measurement is created.

Sample definition

The selection of a subset of the cases from the population of interest.

Which of the following is an example of an unstated alternative in a questionnaire? a. Do you prefer driving to work? b. Do you prefer driving to work or waiting for public transport? c. Are you in favour of increasing taxes to expand social security? d. Should people be jailed for drunk driving or sentenced to community service? e. Should children be made to undergo detention or do community service for a minor offence?

a. Do you prefer driving to work?

Which of the following statements is FALSE concerning the conversion of continuous measures to categorical measures? a. When converting, there is no loss of information about a variable. B. Because higher levels of measurement have all the properties of measures lower in the hierarchy, conversion is perfectly acceptable. c. In many cases, conversion is advisable for aiding in interpretation of research study results. d. Analyses should be performed using the highest level of measurement possible for a particular variable. e. A simple solution would be to provide both types of results.

a. When converting, there is no loss of information about a variable.

When preparing an oral/verbal presentation, the first task of the presenter should be to: a. determine who will be in the audience. b. develop graphical presentation aids. c. decide on the organization of the presentation. d. test the sound system where the presentation will take place. e. write the verbal portion of the presentation

a. determine who will be in the audience.

A question that cues the respondent to the desired answer is: a. leading. b. double-barreled c. ambiguous. d. closed-ended. e. open-ended.

a. leading.

The most difficult questions to code are: a. open-ended questions. b. dichotomous questions. c. questions using Stapel scales. d. multichotomous questions. e. questions using Likert scales.

a. open-ended questions.

Suppose you were given an example of running a chi-square test using SPSS. The output shows a "Pearson Chi-Square" value of 82.123, df = 3 and the Asymp. Sig. (or p-value) = 0.000. This means: a. there is a significant association. b. there is no significant association. c. the difference is associative. d. the means are not equal. e. the variances are equal.

a. there is a significant association.

An analyst wishing to show the fluctuations in coffee consumption by month over the past two years should probably use a: a. grouped bar chart. b. pie chart. c. line chart. d. stratum chart. e. divided bar chart.

c. line chart.

NON-PROBABILITY SAMPLING meaning

•Relies on the judgment of the researcher •Results can speak to the sample you collected (more limited scope).

John was stopped at the local shopping centers and asked if he would be willing to participate in a research study. Since John was alone and mainly doing window-shopping, he agreed to participate. John was taken to a room and shown four new advertisements and asked various questions related to the ads. This type of technique is called? a. Person-on-the-street interview b. Mall-intercept interview c. Drop-off survey d. Ad recall interview e. None of the other answers are correct.

b. Mall-intercept interview

Which of the following best describes the essential goal of a complete research report? a.Presentation of the technical aspects of all data analyses performed in the project. b. Presentation of all information needed by the reader in easily understandable language. c. Presentation of all data collected in easily understandable language. d. Adherence to the outline of the report. e. Presentation of the researcher's recommendations and conclusions.

b. Presentation of all information needed by the reader in easily understandable language.

Which of the following would be an appropriate interpretation of a p-value? a. A p-value of p < 0.0001 is highly significant and therefore much more valid than a p-value of 0.05. b. The p-value represents the likelihood of obtaining the particular value of the test statistic if the null hypothesis were true. c. When a p-value shows significance, managerial and practical significance can be assumed. d. The probability that the research hypothesis is true is equal to 1 minus the p-value. e. A p-value represents the probability that the results occurred because of an administrative error.

b. The p-value represents the likelihood of obtaining the particular value of the test statistic if the null hypothesis were true.

Refer to Exhibit 13.1. The above table is an example of a. one-way classification. b. cross tabulation. c. one-way tabulation. d. four-way classification. e. three-way cross tabulation.

b. cross tabulation.

An analysis that consists of counting the number of cases that fall into various response categories is called: a. test of two means. b. frequency analysis. c. outlier. d. test of two proportions e. test of a single variance.

b. frequency analysis.

Sampling errors can be decreased by: a. decreasing the number of observations. b. increasing the sample size. c. providing less training for interviewers. d. improving the focus group analysis e. using a quota sample.

b. increasing the sample size.

Which of the following is a probability sample? a. Quota sample b. Convenience sample c. Cluster sample d. Judgment sample e. Snowball sample

c. Cluster sample

An analyst has a set of normally distributed intervally scaled data resulting from two observations on the same sample of subjest he wishes to investigate if there is any difference in these two means. The appropriate statistical procedure is: a. z-test for difference in two means. b. Analysis of variance. c. Paired sample t-test. d. Chi-square goodness-of-fit test. e. Regression analysis.

c. Paired sample t-test.

Analysis of variance (ANOVA) is most applicable when there: a. are only two means being compared. b. is exactly one categorical variable to be considered. c. are more than two means being compared. d. is the potential for a causal relationship between a continuous independent variable and a categorical dependent variable. e. is a need to examine interjudge reliability.

c. are more than two means being compared.

The location of each variable in the data array and the way in which it was coded is contained in a: a. diary. b. random file. c. codebook. d. focus group. e. catalog.

c. codebook.

Pie charts are useful for: a. illustrating time-series data. b. emphasizing dynamic relationships between two or more variables. c. depicting the relative size of portions of a total. d. illustrating trend relationships. e. depicting the relative growth in magnitude of a variable over time

c. depicting the relative size of portions of a total.

The descriptive study: a. usually takes the form of an experiment. b. has its major emphasis on the discovery of insights and ideas. c. is concerned with determining the frequency with which something occurs. d. is concerned with the determination of a cause-and-effect relationship. e. has as its main objective the establishment of priorities for future research.

c. is concerned with determining the frequency with which something occurs.

PROBABILITY SAMPLING meaning

•Selected by chance, i.e., randomly •Results can speak to the entire population (generalizable).

Double-barreled Item Meaning

covers two issues at the same time.

Which types of measurement are used to group respondents or objects into groups or categories and are thus referred to as categorical measures? a. Nominal and interval b. Ordinal and ratio c. Ratio and interval d. Nominal and ordinal e. Ordinal and interval

d. Nominal and ordinal

For which of the following types of measures does the mean NOT provide a meaningful value? a. Ratio b. Equal-interval scales c. Interval d. Ordinal e. Continuous measures

d. Ordinal

Which of the following is FALSE for a research report? a. The research report represents an end product of the research process. b. The audience determines the type of report. c. The fundamental criterion for evaluating reports is communication with the reader. d. The technical capacity of the reader is unimportant as far as the research report is concerned. e. The competency of the researcher is often evaluated based on the readability of the research report.

d. The technical capacity of the reader is unimportant as far as the research report is concerned.

A respondent indicated she redeemed a coupon at Walmart last week but later indicated that she had not visited a Walmart in over two weeks. This type of response poses a problem of a. completeness. b. legibility. c. comprehensibility. d. consistency. e. uniformity.

d. consistency.

A chewing gum manufacturer wants to determine whether blue packaging or red packaging is preferred. The company performs a sales test by introducing red packages into a random sample of ten stores and blue packages are introduced in an independent, random sample of ten stores. The technique most appropriate for analyzing the data is: a. paired sample t-test for means. b. Spearman rank-order correlation analysis. c. regression analysis. d. independent samples t-test for means. e. correlation analysis.

d. independent samples t-test for means.

Judgment samples are distinguished by the fact that: a. those entering the sample happen to be where the study is being done when it is being done. b.the proportion of those possessing a given characteristic is balanced against the proportion of the population possessing the characteristic. c. each field worker is allowed to judge whether any given respondent would be a good representative of the population. d.the respondents in the sample are hand-picked by the investigator because it is expected they can offer the insights and contributions sought. e. they are superior to other forms of sampling for descriptive studies.

d.the respondents in the sample are hand-picked by the investigator because it is expected they can offer the insights and contributions sought.

Which of the following influence a respondent's willingness to produce a response? a. Amount of work involved b. The person's ability to articulate an answer for an interviewer-assisted survey. c. The sensitivity of the issue d. The individual's ability to remember the event. e. All of the other answer choices are factors that influence a respondent's willingness to provide a response.

e. All of the other answer choices are factors that influence a respondent's willingness to provide a response.

On a questionnaire, the questions are known as _____ and the answers are known as ____.

items of concepts or variables; scale

what is the average of interval

mean, median, and mode

what is the average of ratio?

mean, median, and mode

What is the average of ordinal

median and mode

What is the average of nominal?

mode

Two Broad categories for obtaining Primary Data:

observation and communication

Communication Category Meaning

•Involves questioning respondents •Most often involves a focus group, an in-depth interview or respondents completing a questionnaire •Similar in degree of structure, degree of disguise, and method of administration

What is measurement?

the process of assigning numbers or labels to something (e.g., persons, objects, or events) according to rules for representing quantities or qualities

What is Interval Scale

•Measurement in which the assigned numbers legitimately allow the comparison of the size of the differences among and between numbers •Also take on the properties of nominal (identification) and ordinal (rank order) scales •Brand Attitude: What is your feeling toward each of the following mascara brands (1=Negative, 5=Positive)? Clinique 1 2 3 4 5 Cover Girl 1 2 3 4 5 Estee Lauder 1 2 3 4 5 Maybelline 1 2 3 4 5

What is Ratio Scale

•Measurement that has a natural, or absolute, zero and therefore allows the comparison of absolute magnitudes of the numbers •Zero is absolute.

What is Nominal Scale?

•Numbers are used as labels for groups or classes - i.e., to identify. •Used as a numerical placeholder for qualitative categories •1 = male, 2 = female •1 = red, 2 = yellow, 3 = blue

Do the survey question's need to be revised?

yes. always

How should the survey questionnaire be pretested?

• Determine whether there are any missing, ambiguous, biased, or just bad questions on the survey. • Use: (1) Experts; (2) "Informed" Respondents; (3)Respondents

Judgment Sampling meaning

•An experienced individual selects the sample using their judgment about appropriate characteristics •Typically ensures that they meet some base level characteristic •Examples: Mothers as diaper "users"

Observation Category Meaning

•Does not involve questioning respondents •Involves recording respondent's actions •Similar in degree of structure, degree of disguise, and method of administration •Setting is important (natural or contrived)

What is the Customer Segmentation/Customer Profiling Survey's goal and approach?

•Goal: To derive segments (groups) of customers to better understand the composition/needs of the market and/or develop target markets/positioning strategies •Approach: Have customers rate a large number of variables regarding psychographics, brand perceptions, demographics, usage, etc.

What is the Customer Satisfaction Survey's goal and approach?

•Goal: To know how satisfied customers are and what influences their satisfaction •Approach: Have customer evaluate satisfaction, behavioral intentions, attribute-performance perceptions