MKTG 375 Final - Slepchuk

What is the formula used to calculate the skip interval?

(Defined target population list size)/(desired sample size)

Steps involved in the marketing research process

1. Determine the problem 2. Select research design 3. Execute the design 4. Communicate the research

Research design categories

1. Exploratory 2. Descriptive 3. Predictive 4. Causal

Two main ways that decision-makers can address business problems:

1. Gut instinct •Based on experience, feelings •Cheap, fast •Risky, heavily influenced by personal bias 2. Research •Based on data •Can take time, costly •Reduces risk and uncertainty

3 key groups involved in the marketing research process

1. Research provider 2. Client/research buyer 3. Respondent

Sections of the Research Proposal

1.Purpose of the proposed project 2.Type of study 3.Definition of the target population and sample size 4.Sample design and data collection method 5.Research instruments 6.Potential managerial benefits of the proposed study 7.Proposed cost for the total project 8.Profile of the researcher and the company 9.Dummy tables of the projected results

Steps in conducting an interview

1.Understand Initial Questions/Problems 2.Create a Set of Research Questions 3.Decide on the Best Environment for Conducting the Interview 4.Select and Screen the Respondents 5.Respondent Greeted, Given Interviewing Guidelines, and Put at Ease 6.Conduct the In-Depth Interview 7.Analyze Respondent's Narrative Responses 8.Write a Summary Report of Results

The central limit theory (CLT) assumes that n is at least what?

30

What is the difference between census and a sample?

A census collects data from all members of a population whereas a sample collects data from a subset of a population

What is a sampling frame?

A list of all eligible sampling units

The following hypothesis suggests what type of relationship: "Consumers with higher privacy concerns are less likely to use digital technologies"?

A negative relationship

Hypothesis

A prediction; an empirically testable statement developed in order to explain phenomena

Which statistical technique compares the mean values of three or more groups?

ANOVA

Request for Proposal (RFP)

Accepted research proposals act as a contract.

Likert scales traditionally use which scale descriptors?

Agree/disagree

Theory

An explanation; a generalization regarding the relationship between concepts that is applicable to a wide variety of settings

Construct

An unobservable concept that is measured by a group of related variables

Which section of the research report contains complex, detailed, or technical information?

Appendix

What is member checking?

Asking key informants to read the researcher's report as a way to verify that the analysis is accurate

Relationships

Associations between two or more variables or constructs

How can researchers quantify a multidimensional construct?

By measuring a group of variables that are thought to be related to the construct

Which statistical technique compares the observed frequency with the expected frequency of each cell?

Chi-square analysis

What should be done after the questionnaire is designed and pretested and before the data is analyzed?

Collect and prepare data

Gatekeeper technologies and privacy legislation have limited marketing researchers' ability to do what?

Collect consumer data

What is the first step in questionnaire design?

Confirm research objectives and information requirements

Which of the following is a criterion for evaluating secondary data sources?

Consistency, Methodology, and Bias

Surveying individuals at a shopping mall (who may self-select to voluntarily participate in a study) would be an example of which type of sampling?

Convenience sampling

What form of tabulation shows the relationship between two variables?

Cross-tabulation

Which of the following is an example of a construct?

Customer satisfaction

What is the name of the procedure used to enter data into a computer file for subsequent quantitative analysis?

Data entry

What do we call the variable that we hope to explain?

Dependent variable

What is the first step steps of the research process?

Determine the research problem

The objective of ______ research is to discover ideas and insights to better understand the problem.

Exploratory

Ethics in marketing research: research provider

Fair compensation, privacy invasion, deanonymizing data, curbstoning, not maintaining client confidentiality

A good questionnaire should move from ____ to ____ topics.

General; specific

What does IDI stand for?

In-depth Interview

Why do researchers use negative case analysis when conducting qualitative research?

It helps to establish boundaries and conditions for the theory that is being developed

A ____ standard deviation indicates that the individual values are relatively far away from the mean.

Large

"A comprehensive examination of available information that is related to your research topic" is known as what?

Literature review

Ethics in marketing research: respondent

Lying, intentionally long surveys, straight-lining

Which measure of central tendency is the middle value of a rank-order distribution?

Median

What is the appropriate technique to estimate the effect of several independent variables on one metric dependent variable?

Multiple regression analysis

When writing a report, researchers must communicate their findings in a way that is completely understandable to what type of reader?

Nontechnical

In quantitative analysis, codes are typically what?

Numbers

What type of data is used when calculating the Spearman rank order correlation coefficient?

Ordinal

What is the fundamental idea behind focus groups?

Participants will build off of each other's comments

Which technique is used to create a visual representation of respondents' perceptions of brands, companies, and other two-dimensional objects?

Perceptual mapping

_____ scales are the highest level scale and enable researchers to make absolute comparisons between responses.

Ratio

What is the difference between reflective and formative scales?

Reflective scale indicators are highly correlated; formative scale indicators are often not correlated

Ethics in marketing research: client/research buyer

Requesting proposals without intent to purchase, deceptively promising future business

What serves as the contract between the researcher and the client?

Research Proposal

What document refers to a written contract between the decision maker and the researcher?

Research proposal

What is used to ensure that a prospective respondent is eligible for inclusion in the study?

Screening questions

Sampling units have a known and equal chance of being selected in which sampling procedure?

Simple random sampling

Variable

Something that varies; an observable behavior or a survey question. Practically speaking, it is a column in a data table (e.g., excel spreadsheet)

In which of the following statistical techniques is it possible for a variable to be specified as both an independent and dependent variable simultaneously?

Structural Modeling

Most executives only read which section of the research report?

The executive summary

What is scale reliability?

The extent to which a scale can reproduce similar measurement results in repeated trials

If the correlation coefficient (r) between two variables is equal to 0.1 and the p-value is equal to 0.001, what should you conclude?

The relationship is statistically significant but not substantially significant

Independent Variable (IV)

The variable or construct that predicts or explains the outcome variable of interest

The research report should begin with what?

Title page

Why do researchers use cover letters?

To obtain the respondent's cooperation and willingness to participate in the study

Which part of the data preparation process is concerned with determining whether interviews or observations were conducted correctly and are free of bias or fraud?

Validation

What does curbstoning refer to?

When data collection personnel fill out surveys themselves to create fake responses

When might qualitative research be conducted as a follow-up to quantitative research?

When quantitative findings are contradictory or ambiguous

The direction of a relationship between two variables refers to what?

Whether the relationship is positive or negative

Can and should researchers include verbatims (i.e., direct quotes) in the research report?

Yes and yes. They can be used to underscore important points.

Paradigm

a world view

What is true of coding? (Select all that apply) a. Multiple codes can be used to label the same section of data b. A code can be used to label a large section of text c. All data must be given a code d. A code can be used to label a single word within a text

a. Multiple codes can be used to label the same section of data b. A code can be used to label a large section of text d. A code can be used to label a single word within a text

What type of research is designed to solve a specific, pragmatic problem?

applied research

What type of data do observational methods collect?

behavioral

Which of the following is NOT a qualitative research method? a. Case studies b. Projective techniques c. Mail surveys d. Ethnography

c. Mail surveys

The data used during qualitative analysis does NOT typically include what? a. Images b. Text c. Numbers d. Videos

c. Numbers

The believability of a research report is dependent on what? a. Logical and clear thinking b. Precise expression c. Accurate presentation d. All of the above

d. All of the above

Which of the following is an example of a bad question? a. Unanswerable b. Leading c. Double-barreled d. All of the above

d. All of the above

What is the least common type of market research?

exploratory

What's a weakness of focus groups?

groupthink

What kind of skill is needed for an interviewer to accurately understand an interviewee's answers?

interpretive

Why does marketing research matter?

it reduces risk and uncertainty

What is marketing research?

it's a process of gathering, analyzing, and interpreting information about a market for aiding managers in decision making

Which type of research is used to develop theories?

qualitative

Ontology

refers to the form and nature of social reality

Epistemology

refers to the nature of knowledge and ways of knowing and learning about social reality

Which phase of the research process includes developing the sampling design and sample size?

select the research design

Why is marketing research important?

sells solutions to problems

Dependent Variable (DV)

the variable or construct researchers are trying to explain

Supplier

•External professionals for hire •Full-service •Limited specialized service

The marketing research industry

•Global revenue of the market research industry exceeded $81B in 2022 •Annual growth of market research revenue: 10.8% •Most common type of research methods: •Quantitative: surveys (used by over 90% of MR professionals) •Qualitative: online in depth interviews (used by over 66% of MR professionals)

Data collection in qualitative analysis process

•In qualitative research, data collection occurs at the same time as data analysis •Probing questions are an extreme example - you're analyzing the data (words) as soon as they're uttered

Marketing research trends

•Increased emphasis on secondary data collection methods •Movement toward technology-related data management •Expanded use of digital technology for information acquisition and retrieval •A broader international client base •Movement beyond data analysis toward a data interpretation

The qualitative paradigm

•Interpretivistic, "subjective" •Looking for meaning •Exploratory •Inductive •Non-numeric data Common Methods: Interviews, focus groups, participant observation, ethnography, netnography

The quantitative paradigm

•Positivistic, "objective" •Looking for statistical significance •Hypothesis testing •Deductive •Numeric data Common methods: Surveys, secondary datasets, experiments

Exploratory

•Purpose: Deepen understanding of the managerial problem •Methods: Interviews, focus groups, ethnographies (Qualitative) •Output: Theories and hypotheses

Descriptive

•Purpose: Describe the population, gain specific information •Methods: surveys, secondary data (Quantitative) •Output: Statistical test results (related to who, what, where, when, and how)

Causal

•Purpose: Identify cause and effect relationships •Methods: Experiments, triangulation of methods (Quantitative) •Output: Statistical test results (related to why)

Predictive

•Purpose: Predict outcomes based on varying levels of inputs •Methods: surveys, secondary data (Quantitative) •Output: Statistical test results (related to the effect of X on Y)

In-depth interviews

•Researchers conduct IDIs to gain preliminary insights into research problems -Assess underlying attitudes, motivations, emotions, etc. •Usually semi-structured. Researchers ask probing questions to elicit more detailed information on the topic •Usually one-on-one (plus a notetaker) •Professional IDIs usually last around an hour, but often run 90 minutes or longer

Client

•Supply their own MR information •Internal Supplies •DIY Research •e.g., secondary data, online surveys

The interview guide

•The interview guide consists of topics, not questions. -You're looking for information, not answers. -You're not interest in "the truth" but rather in their perspective •Topics should be ordered from general to specific

Qualitative data sources:

•Transcripts from IDIs, focus groups •Open-ended survey questions •Field notes from participant observation, ethnography/netnography •Member checks