MARK 4000 Exam 2

Leading Questions

also referred to as a loaded question. respondent is directed to a response that would not ordinarily be given if all possible response categories or concepts were provided, or if all the facts were provided for the situation. Example: "we care about the customer service you receive from our business. How would you rate the quality of service you received?" and "Most Americans are against raising taxes. Are you in favor of raising taxes?"

Behavioral Intention Scale

future state; how likely are you to buy this product. CAUTION: we don't really know what we are going to do tomorrow. it is better to ask questions about past experiences. A special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame. Consumers are asked to make a subjective judgment of their likelihood of buying a product or service, or taking a specified action. pg 175

introductory section

gives the respondent an overview of the research

Semantic Differential Scale

good, bad, happy, sad.; A unique bipolar ordinal scale format that captures a person's attitudes or feeling about a given object.

Measures of Depersion

how close to the mean or other measure of central tendency the rest of the values in the distribution fall. Describes how close to the mean or other measure of central tendency, the rest of the values fall. -Range: Distance between the smallest and largest value in a set -Standard Deviation: Measure of the average dispersion of the values about the mean

Likert Scale

in with semantic or behavior; an ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object. Originally a 5-point format now is changes to a 7 point scale. Best for research designs that use self administered surveys, personal interviews, or online surveys. Is an ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental or behavioral belief statements about a given object

Sensitive Questions

include income, sexual beliefs or behaviors, medical conditions financial difficulties, alcohol consumption, and so forth that respondents are likely to respond to incorrectly. (pg 192)

Variable

is a trait or characteristic with two or more categories Independent Variables - stimulus or input (causes changes in the dependent variable) Dependent Variables - response or output Examples: -SAT scores and GPA - Smoking and Long-term Health -Counseling and Mental Health Types of Variables: -Independent: Vaulues manipulated by researcher -Dependent: measures of effect -Control variable: condition that make the design a true experiment -Extraneous variables: uncontrolled, unmeasured variables that may affect dv.

Scale Validity

is it to vague, do people understand it?; asssess whether a scale measures what it is supposed to measure, thus this is the measure of accuracy in measurement.

Sampling Errors

is the difference between the findings based on the sample and the true values for a population. It can be reduced by increasing sample size and using the appropriate sampling method. Errors caused by the act of taking a sample. They cause sample results to be different from the results of a census -your leaving out a portion of your sample, doesn't work with an important group (sorority) which can leave people out- flaw- and would be a sample error.

Ratio scales

is the highest level scale because it enables researchers not only to identify the absolute differences between each scale point but also to make absolute comparisons between the responses; A scale that allows the researcher not only to identify the absolute differences between each scale point but also to make comparisons between the responses. ENABLE THE TRUE NATURAL ZERO OR THE TRUE STAT OF NOTHING to be a valid response to a question. Mathimatical ways to measure are: mode, median, mean, and standard deviation and weight. Allow for the identification of absolute differences between each scale point, and absolute comparisons between raw responses

Screening Questions

keeps people out of your surveys that you don't won't. Question's at the begging of your survey. Are you enrolled in Terry. Ends the survey for them. Not part of the survey anymore.

Research question Section

the second section of the questionnaire that focuses on the research question. This is based on the research objectives the sequence is arranged from general questions to more specific questions.

Validity Concerns

this includes: -validity -internal validity -external validity IS the survey instrument valuable and reliable?

Skip Questions

used if the next question (or set of questions) should be responded to only by respondents who meet a previous condition. These questions ensure that only specifically qualified respondents answer certain items. When _________ are used, the instructions must be clearly communicated to respondents or interviewers. " if you answered yes to question five, skip to question 9." Integrated into your survey. Ex: Do you smoke--> if no it skips questions about smoking.

External Validity

the extent to which a casual relationship found in a study can be expected to be true for the entire target population.

Validity

the extent to which the conclusions drawn from an experiment are true. Are you getting at the truth? Are they misinterpreting your question? If they are then you are having validity issues. There is Internal and External.

Internal validity

the extent to which the research design accurately identifies casual relationships.

Obtain initial client approval

the fifth step in questionnaire design. Copies of the questionnaire should be given to all parties involved in the project. This is the clients opportunity to provide suggestions of topics overlooked or to ask any questions. Researchers must obtain final approval of the questionnaire prior to pretesting. If changes are necessary this is where they should occur. Changes at a later point are expensive.

Willingness to participate

the respondent's inclination or disposition to share his or her thoughts. some people will respond just because they have some interest in the subject. people won't respond because they have no interest. Self selection process is in effect.

What are the advantages of Quantitative Survey Research?*****

-Accommodates large sample sizes -Generalizable to target population -Easy to administer and record answers -Facilitates advanced statistical analysis

rapport

( Advantage of Person Administered Surveys ) not all people are willing to talk with strangers when asked to answer a few questions. Interviewers can help establish a "comfort zone" during the questioning process and make the process of taking a survey more interesting to respondents.

Feedback

( Advantage of Person Administered Surveys ) the questioning process, interviewers can answer respondents questions and increase the respondents understanding of instructions and questions and capture additional verbal and nonverbal information.

quality of response

( Advantage of Person Administered Surveys )interviewers can help ensure respondents are screened to represent the target population respondents are more truthful in their responses when answering questions in a face to face situation as long as questions are not likely to result in social desirability biases.

Adaptability

( Advantage of Person Administered Surveys )trained interviewers can quickly adapt to respondents differences

High expense

(Disadvantage to Person -Administered Surveys) Overall cost of data collection using an interview is higher than other data collection methods.

Possible recording error

(Disadvantage to Person -Administered Surveys) interviewers may incorrectly record responses to questions.

Interviewer-respondent interaction error

(Disadvantage to Person -Administered Surveys)respondents may interpret the interviewer's body language, facial expression, or tone of voice as a clue to how to respond to a question.

- What approach should you use. - Come up with scenerio's for these samples. - KNOW the difference between each sampling method

******Keep in mind

What are some types of Survey Methods?

- In home interview -mall intercept interview -Traditional telephone interview - Computer-assisted telephone interview (CATI) - Wireless phone surveys -Mail Survey -Online surveys -Mail Panel Survey - Drop off survey

What are some disadvantages of Quantitative Survey Research?

- Questions that accurately measure respondent attitudes and behavior can be challenging to develop - In depth data is difficult to obtain - Low response rates can be a problem - YOU CANT FOLLOW UP ON SURVEYS

Median

Middle Value of a Rank Ordered Distribution. This is a measure of Central Tendency. Median-middle value of a rank ordered distribution, exactly half of the responses are above and below the median value

population

Most businesses that collect data are not really concerned with total _________, but with a prescribed segment.

Construct

An abstract idea or concept formed in a person's mind. A hypothetical variable made up of a set of component responses or behaviors that are thought to be related. Vague abstract ideas. have to figure out how to measure them. Brand loyalty is an example of this. These must be clearly defined. This is unobservable concept that is measured indirectly by a group of related variables. These are made up of a combination of several related indicator variables that together define the concept being measured.

construct development

An integrative process in which researchers determine what specific data should be collected for solving the defined research problem. This is the process in which researchers identify characteristics that define the concept being studied by the researchers.

Sampling Frame

A list of all eligible sampling units (or all the people). After defining the target population, the researcher develops a list of all eligible sampling units, referred to as a___________. Common sources are list of registered voters and customer lists from magazine publishers or credit card companies. This is often difficult and expensive to obtain accurate, representative, and current___________. If you are looking in athens you could look at a list of phone numbers in the phonebook.

Factors to consider in sample design

-research objectives - degree of accuracy -resources -time frame -knowledge of target population -research scope -statistical analysis needs

Scale Measurement

The process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct. Scale descriptors are a combination of labels such as "strongly agree" and "strongly disagree" and numbers such as 1-7 that are assigned using a set of rules. ASSIGNS DEGREES OF INTENSITY TO THE RESPONSES.

Quota Sampling

A nonprobability sampling method in which participants are selected according to pre-specified quotas regarding demographics, attitudes, behaviors, or some other criteria. Quota like in this class you have to get 30 people to take survey. Advantages: - the sample generated contains specific subgroups in the proportions desired by researchers . - Use of quotas ensures that the appropriate subgroups are identified and included in the survey. - reduces selection bias by field workers. Disadvantages: - the success of the study is dependent on subjective decisions made by researchers. - the representativeness of the sample cannot be measured, therefore generalizing the results beyond the sampled respondents is questionable.

Implement the survey

The seventh step of questionnaire design. The focus is on the process followed to collect the data using the agreed upon questionaire. Process varies depending on if it is self administered or interviewer completed.

Steps in Drawing a Stratified Random Sample

1: Divide the target population into homogeneous subgroups or strata 2: Draw random samples fro each stratum 3: Combine the samples from each stratum into a single sample of the target population

Steps in Drawing a Systematic Random Sample

1: Obtain a list of units that contains an acceptable frame of the target population 2: Determine the number of units in the list and the desired sample size 3: Compute the skip interval 4: Determine a random start point 5: Beginning at the start point, select the units by choosing each unit that corresponds to the skip interval

questionnaire

A _______________ is a formal framework consisting of a set of questions/scales designed to generate primary data

Computer-assisted telephone interview (CATI)

A computer is used to assist in a telephone interview (Telephone administered). Integrated telephone and computer system in which the interviewer reads the question from a computer screen and enters respondent's answers directly into the computer program

Mall Intercept interview

A face to face personal interview that takes place in a shopping mall. Shopping patrons are stopped and asked for feedback during their visit to a shopping mall. (person administered) Shares advantages with in-home interviews except that the environment is not familiar to the respondents. Mall interviews are less expensive and convenient for researchers. Disadvantages: share the same except interview travel time is reduced and mall patrons are not likely to be representative of the target population even if screened. Must use some type of non probability sampling- which affects ability to generalize results.

silos

A functional or divisional unit that operates by its own rules and guidelines and does not openly share information with other units

Mean

This is a measure of Central Tendency. Arithmetic average of the sample, all values of a distribution of responses are summed and divided by the number of valid responses

Cluster Sampling

A probability sampling method in which the sampling units are divided into mutually exclusive and collectively exhaustive sub populations called clusters. EX: Select different neighborhoods in Athens and go up and down the streets. (Randomly picking neighborhoods) is a method of probability sampling where the sampling units are selected in groups rather than individually Advantages: -cost effectiveness - ease of implementation - in many cases, the only representative sampling frame available to researchers is one based on clusters(states, countries, MSA's, census tracts). These lists of geographics regions, telephone exchange, or blocks of residential dwellings usually can be easily compiled, thus avoiding the need of compiling lists of all the individual sampling units making up the target populations. Disadvantages: -The clusters often are homogenous. The more homogeneous the cluster, the less precise the sample estimates. Ideally a cluster should be as heterogeneous as those in the population. - the appropriateness of the designated cluster factor used to identify the sampling units within clusters. While the defined target population remains constant, the subdivisions of sampling units can be modified depending on the selection of the factor used to identify the clusters. As a result, caution must be used in selecting the factor to determine clusters in area sampling situations.

Simple Random Sampling

A probability sampling procedure in which every sampling unit has a known and equal chance of being selected. Name in a hat, pick a name. Everyone has a chance of winning. is a method of probability sampling in which every unit has an equal nonzero chance of being selected Advantages: - is easily understood -surveys results can be generalized to the defined target population with a respecified margin of error. -produces unbiased estimates of the populations characteristics. - Guarantees that every sampling unit has a known an equal chance of being selected, no matter the actual size of the sample, resulting in a valid representation of the defined population. Disadvantages: -difficulty of obtaining a complete and accurate listing of the target population elements. - requires that all sampling units be identified. (for this reason this method WORKS BEST for SMALL POPULATIONS where accurate lists are available.

Census

A research study that includes data about every member of the defined target population.With a __________ primary data is collected from every member of the target population. Includes everyone in your population. Not feasible because its very costly. This is how sampling came about.

Scale points.

A retailer might want to know how important a preselected set of store or service features is to consumers in deciding where to shop. The level of importance attached to each store or service feature would be assigned by the researchers assignment of a rand of _______ to represent the possible degrees of importance associated with each feature.

In-home interview

A structured question and and answer exchange conducted in the respondent's home. (Face to face) An interview takes place in the respondent's home or in special situations , within the respondents work environment (in-office). ( person administered). Advantages: - interviewer can explain confusing or complex questions or use visual aids -respondents can try new products or watch potential ad campaigns and evaluate them - respondents are in a comfortable, familiar environment thus increasing the likely hood or respondents willingness to answer the survey's questions. Disadvantages: -Completed through door to door canvassing where interviewers who are not well supervised may skip homes they find threatening or even fabricate interviews. - interviews are expensive and time consuming.

Nonresponse Error

A systematic bias that occurs when the final sample differs from the planned sample. This occurs when a sufficient number of the preselected prospective respondents in the sample refuse to participate or cannot be reached. This is caused by many factors: Some people do not trust the research sponsor or have little commitment about responding, while others resent what is perceived as an invasion of their privacy. - when they DONT RESPOND!!!

Measurement

An integrative process of determining the intensity (or amount) of information about constructs, concepts, or objects. The process of developing methods to systematically characterize or quantify information about persons, events, ideas, or objects of interest. This process consists of two tasks: construct selection/development and scale measurement. To collect accurate data, researchers must understand what they are attempting to measure before choosing the appropriate scale measurements. The goal of the construct development process is to precisely identify and define what is to be measured. In turn, the scale measurement process determines how to precisely measure each construct. Used to look at constructs.

Bad Questions

Any questions that prevent or distort the fundamental communication between the researcher and the respondents. Examples: 1. Unanswerable 2. Leading or Loaded 3. Double Barreled (Pg 192) Sensitive questions people don't want to answer- they are going to avoid giving you the answer. Examples in Harris book. Ex: DO you think this politician is rich and famous?--> double barreled because you don't know what they are saying yes to.All will have flaw pick out which flaw it is.

Sampling Error

Any type of bias that is attributable to mistakes in either drawing a sample or determining the sample size. This is any bias that results from mistakes in either the selection process for prospective sampling units or in determining the sample size. Random ___________ tends to occur because of chance variation in the selection of sampling units. Even if the sampling units are properly selected, those units still might not be perfect representations of the defined target population. Generally they are reliable estimates. When there is discrepancy between the statistic estimated from the sample and the actual value from the population, a __________has occurred. This can be reduced by increasing the size of the sample. Doubling the size of the sample can reduce the sampling error, but increasing the sample size primarily to reduce the standard error may not be worth the cost. These errors relate to the reprentativness of the sample to the defined target population.

interval scale

This is an example of ? How likely are you to recommend the Santa Fe Grill to a friend? Definitely will not Definitely will 1 2 3 4 5 6 7

Nominal

This is an example of what type of scale? Do you like or dislike chocolate ice cream? ______Like ______Dislike

******Which is the best for Suzie to apply to their survey. Think through the different motivations of which would be better to use.

Be thinking of this for the test

Ratio scale

This is an example of what type of scale? Please circle the number of children under 17 years of age currently living in your household. 0 1 2 3 4 5 6 7 (if more than 7, please specify ___.)

Nominal

This is an example of what type of scale? Please indicate your gender: ______Male ______Female ______Transgender

Knowledge level of Participants

Degree to which the selected respondents feel they have knowledge of or experience with the survey's topics. Respondents knowledge levels play a critical role i whether or not they agree to participate and directly impacts the quality of data collected. - make sure to use language that your test group will understand.

Range

Distance between the smallest and largest value in a set. This is a measure of dispersions

Nominal

This is an example of what type of scale? Please indicate your material status. _________Married _________Single _________Separated _________Divorced _________Widowed

Nominal

This is an example of what type of scale? Which of the following supermarkets have you shopped at in the last 30 days? Please check all that apply. _______Albertson's _______Winn-Dixie _______Publix _______Safeway _______Walmart

Determine layout and evaluate questionnaire

This is part four of Questionnaire design. Includes: introductory section, screening questions, research questions section, response order bias, common methods variance (CMV)

Probability Sampling

Each sampling unit in the defined target population has a known probability of being selected for the sample. Methods include: simple random sampling, Systematic random sampling, Stratified Random Sampling, and Cluster sampling. Specific rules for selecting members from the population for inclusion in the sample are determined at the beginning of a study to ensure:1) unbiased selection of sampling units. 2) proper sample representation of the defined target population . This sampling enables the researcher to judge reliability and validity of data collected by calculating the probability that the sample findings are different from the defined sampling error. Results obtained by using___________ designs can be generalized to the target population within a specified margin of error. RANDOMIZED!!! Consists of: - Simple random sampling - Systematic random sampling - Stratified random sampling - Cluster sampling

Nonsampling Error

Errors that occur in survey research design not related to sampling. Most types of ____________ come from four major sources: respondent error, measurement/questionnaire design errors, incorrect problem definition, and project administration error. Has several characteristics: - they tend to create "systematic variation" or bias in the data -nonsampling errors are controllable. They are a result of some human mishap in either design or survey execution. -Unlike random sampling error that can be statistically measured, non sampling errors cannot be directly measured. - One non sampling error can create other non sampling errors. EX: On type of error such as a poorly worded question, causes respondent mistakes. Thus non sampling errors reduce the quality of the data being collected and the information being provided to the decision make. - they respond but they interpret it another way. Or it maybe socially desirable (recycling) to answer yes when they don't. Consists of - respondent errors -non response errors - response errors

Wireless phone surveys

Wireless phones are used to collect data. The surveys may be text based or web based. (Telephone administered). method of conducting a marketing survey in which the data are collected using wireless phones

Behavior Intention: Ordinally-Interval

How likely are you to purchase a new automobile within one year after graduating from college? __Definitely will not purchase (less than 10% chance) __Probably will not purchase (only an 11% to 49% chance) __Probably will purchase (between a 50% and 90% chance) __Definitely will purchase (better than a 90% chance)

Behavior Intention: Nominal

How likely are you to purchase a new automobile within one year after graduating from college? __Do intend to purchase __Do not intend to purchase

Article:Decision-Driven Marketing

Idea in Brief: THE CHALLENGE Marketing organizations must collaborate with other functions more than ever before. But structural constraints and communication glitches often isolate them from the information and resources they need. THE SOLUTION To break down barriers, marketing pioneers are revamping the decision processes at the boundaries between functions, focusing on three areas: planning and strategy, execution, and operations and infrastructure. THE PAYOFF Companies including Target and Nordstrom have improved collaboration between marketing and other functions with simple tools that streamline decision making by establishing clear roles, explicit decision criteria, and well- defined processes. It is at the seams between marketing and the other functions that communication most often breaks down and processes stall. 1)Where should we double down on marketing spend? Where should we pull back? 2) How should we align performance metrics to ensure that marketing and sales focus on the same opportunities? 3) Should we build, buy, or outsource the marketing technologies we need? 4) What criteria should we use to allocate scarce analytical resources to marketing rather than other functions? 5)How should we determine the optimal price incentive to prompt desired customer behavior? 6) How should we set financial expectations for tried-and-true marketing investments versus unproven but promising ones? Both marketers and product developers at one automaker believed that they had the final say on which features to include in a new model. To accelerate the development of powerful customer insights, Nordstrom shifted responsibility and decision rights for many analytic activities to marketing in partnership with IT. -mining the seems -breaking down silos - idea in a Brief.. Know!!!

Behavior Intention: Ratio

In the space provided below, please write the percentage value that best approximates the likelihood [chance] that you will purchase a new automobile within one year after graduating from college? _____%

Confirm research objectives

Initial step of questionnaire design. This is where research objectives are agreed upon by the researcher and a business management. Research objectives listed below: - collect data on selected demographic characteristics that can be used to create a profile of current and future American bank customers. - collect data on selected lifestyle dimensions that can be used to better understand current and future customers and their banking habits - identify preferred banking services and attitudes and feelings towards those services -identify demographic and lifestyle characteristics of market segments as well as satisfaction with and commitment to current primary banking relationships.

Article:The Gamification of Marketing Research

Know the 4 things of gamification 1) Game mechanics should drive competition and reward achievement. The features that produced the most positive results were very clear about how to achieve a badge or earn points. Positive results are enhanced if the features facilitate completion either with others, or in situations in which the consumer is competing against himself (for instance, trying to best an earlier score). 2) Techniques work differently across populations. People differ in the types of game mechanics and dynamics that motivate them. In particular, younger adults, blacks, Asians and Hispanics responded more favorably to some of the gaming techniques than did older adults and whites. No single approach, therefore, will work equally well across different subgroups of the population. 3) Ramification appears to work better with a longer-term panel survey than a one-time survey. Game mechanics appear to have their optimal impact in terms of changing the pace or "freshening" a longer-term measurement experience. Although the techniques could be employed for a standalone survey, it is doubtful that the time and cost of developing these techniques in such an instance would be worthwhile. 4) Techniques should motivate consumers to achieve the measurement tasks but not to drive or change the behavior or attitudes that are being measured. This is an obvious but critical insight. While marketers can use gamification techniques to directly drive consumer purchase behavior, market researchers need to motivate consumers to complete the measurement tasks without inadvertently encouraging or changing what it is that they are trying to measure. Look at headings and subheadings:Gamification is a powerful motivational tool in marketing. While it may one day have a similar impact on marketing research, the goals and mechanics need to be thought through carefully to ensure that consumers are motivated to comply with the measurement tasks and are not driven simply to win the "game." --InformaTion and insiGHTs about consumers' purchasing behaviors and the way that media impacts purchase decisions are the lifeblood for marketers. In a world of ever-changing technology and competition for limited attention, consumer panelists must be approached and engaged in new and innovative ways. "Gamification," the process of applying the psychological and sociological factors that drive intense game play to consumer measurement, enables us to understand the thought process behind consumers' willingness to participate in and comply with consumer behavior and attitude measurement tasks.

Article:Make Your Best Customers Even Better

Know what a super consumer is: a hard core group of brand fans. The constituted 10% of buyers but accounted for 30-40% of revenue and more then 50% of the profits. They think of the velvetta as the superior cheese. a group whose size we estimated at 2.4 million.-->Superconsumers are defined by both economics and attitude: They are a subset of heavy users who are highly en- gaged with a category and a brand. They are especially interested in innovative uses for the product and in new variations on it. They aren't particularly price sensitive. Superconsumers tend to have more occa- sions and "jobs" for a product. Think about hot dogs: While many consumers view them primarily as a food for backyard bar- becues, superconsumers see them as an ideal fast meal or an after-school snack. Know what a heavy user is Subset of heavy users (Reaping benefits Beyond Sales: a product's highest-volume buyers, in tra- ditional marketing terms. Heavy users are defined simply by the quantity of their purchases. The myths about super consumers: 1)They're just heavy users with a new name.Unlike traditional heavy users, superconsumers combine big spending with high engage- ment and deep interest in new uses for a product. 2)They don't exist in my business. Our data suggest that they exist in most consumer pack- aged goods categories and in many other markets as well. 3)They aren't normal— they're either wealthy or just weird.If you talk to superconsumers, you'll learn that most have very logical reasons for their behavior. They simply find more meaning and benefits in a given category than other customers do. In fact, just about everyone is a supercon- sumer of something. 4)They're impossible to find. Big data and social media enable you to identify them. 5)They already buy so 5much—they can't possibly buy more.This is the biggest myth of all. Superconsumers account for at least three times as much growth as other consumers. And they influence millions through social media and word of mouth.

Standard Deviation

Measure of the average dispersion of the values about the mean. This is a measure of dispersion.average distance of the dispersion values from the mean Deviation-difference between a particular response and the distribution mean

Response Order Bias

Occurs when the order of the questions or the closed end response to a particular question influences the answer given.

Comparing Means

One of the most frequently examined questions in marketing research is whether the means of two groups of respondents on some attitude or behavior. Example: Do the coffee consumption patterns of male and females differ? When we examine questions like the above we first consider the theory and then develop the null and alternative hypothesis. Then we select the significance level for testing the null hypothesis. Finally we select the appropriate statistical test. Two types of situations when researchers compare means: 1. Independent samples: two or more groups of responses that are tested as though they may come from different populations. This is when the means are from independent samples. Example: The researcher may want to compare the average number of cups of coffee consumed per day by male students with the average number of cups of coffee consumed by female students. 2. Related samples: Two or more groups of responses that originated from the sample population. This is wen the samples are related. Example: Researchers compares the average number of cups of coffee consumed per day by male students with the average number of soft drinks consumed per day by the same sample of male students. PAIRED SAMPLING

Behavior Intention: Ordinal

Please check the one response that best expresses how likely you are to purchase a new automobile within one year after graduating from college. __Definitely will purchase __Unlikely will purchase __Probably will purchase __Definitely will not purchase

Ordinal Scales

Puts scales in order; A scale that allows a respondent to express relative magnitude between the answer to a question and responses can be rank-ordered in a hierarchal pattern. Mathematical calculations that can be applied to this scale: Mode, median, frequency distributions, and ranges. these scales can't be used to determine the absolute difference between rankings. __________ allow the respondent to express "relative magnitude" between the raw responses to a question Rank order, greater than or less than. But no information about the amount of differences. Example: Place in a race (Gold, silver, bronze)

Mail Survey

Questionnaires are distributed to and returned from respondents via the postal service or overnight delivery.(Self Administered). surveys sent to respondents using the postal service. B2B surveys where sample sizes are smaller. Inexpensive to implement. Major disadvantage is lower response rate.

Drop-off survey

Questionnaires are left with the respondent to be completed at a later time. The surveys may be picked up by the researcher or returned via mail. (Self Administered). Self-administered questionnaire that a representative of the researcher hand-delivers to selected respondents; the completed surveys are returned by mail or picked by the representative

Traditional Telephone Interview

Questions and answer exchange that are conducted via technology. An interview takes place over the telephone. Interviews may be conducted from a central telephone location or the interviewers home. (Telephone administered) - less expensive, faster, and more suitable for gathering data from large numbers of respondents. Advantages: - ********Interviewers or CATI technology - Less expensive than face to face methods - Geographic flexibility - Callbacks possible Fast - Suitable for large samples******** - interviewers can be closely supervised - supervisors can record call and review them later - can facilitate interview with respondents across wide geographic area - enables interviewers to call back respondents -random digit dialing can be used to select a random sample Disadvantages: -**********Difficult for complex tasks, long surveys, or those using visual aids -Perception of telemarketing -Change in behavior (voicemail, caller ID, mobile vs land lines) -Limited to domestic research******** -pictures and non audible stimuli cannot be presented over the telephone. - some questions become more complex when administered over the phone -tend to be shorter then personal interview because respondents tend to hang up when survey becomes to lengthy -limited by national borders -refusal rates are high and have increased in recent years.

Mode

Response Most Often Given to a Question. This is a measure of central Tendency. Most common value is the set of responses to a question; the response most often given to a question.

Nonprobability Sampling

Sampling designs in which the probability of selection of each sampling unit is not known. The selection of sampling units is based on the intuitive judgement of the researcher and may or may not be representative of the target population. Methods include: Convenience Sampling, Judgement Sampling, Quota Sampling, and Snowball Sampling.Sampling Error is not known. The degree to which the sample is representative of the defined target population depends on the sampling approach and how well the researcher executes the selection activities. CONVINCE!!!! Consists of: - Convenience sampling - Judgment sampling - Quota sampling - Snowball sampling

census

Sampling is often used when it is impossible or unreasonable to conduct a ____________.

Pretest, revise, and finalize questionnaire

The sixth step in questionnaire design. Final evaluation of the questionnaire is obtained from a pretest. Pretests: the survey questionnaire is given to a small representative group of respondents that are asked to fill out the survey and provide feedback (20-30 respondents). Respondents are asked to pay attention to words, phrases, instructions, and question sequence, and then asked to point out anything that is difficult to understand. This helps determine how much time respondents need to complete the survey, whether to add or revise instructions, and what to say in the cover letter. If problems arise during the pretest., modifications must be made and approved by the client. Revise: returned questionnaires are checked for signs of boredom or tiring on the part of the respondent. These signs include skipped questions or circling the answer for all questions within a group.

Stratified Random Sampling

Separation of the target population into different groups called start and the selection of samples from each stratum. (Proportionately Stratififed Sampling and Disproportionatly Stratified Sampling). EX: you have 3 groups or strata: Finance majors, Marketing Majors, and Management Majors. and pick one from each hat. is a method of probability sampling in which the population is divided into different subgroups and samples are selected from each Homogenous strata's Advantages: - the assurance of representativeness in the sample - the opportunity to study each stratum and make comparisons between strata - the ability to make estimates for the target population with the expectation of greater precision and less error. Disadvantages: - difficulty determining the basis for stratifying. Stratigfacation is based on the target populations characteristics of interest. Secondary information relevant to the required stratification factors might not be readily available, therefore forcing the researcher to use less desirable criteria as the factors for stratifying the target population. Usually the larger the number of relevant strata, the more precise the results. Inclusion of irrelevant strata, however, will waste time and money without providing meaningful results.

Systematic Random Sampling********

Similar to simple random sampling but the defined target population is ordered in some way, usually in the form of a customer list, taxpayer roll, or membership roster and selected systematically. is a method of probability sampling in which the defined target population is ordered and the sample is selected according to position using a skip interval Advantages: - relatively easy way to draw a sample while ensuring randomness - availability of lists and the shorter time required to draw a sample makes it an attractive, economical method for researchers Disadvantages: - possibility of hidden patterns in the list if names that create bias. - the number of sampling units in the target population must be known. When the size of the target population is large or unknown, identifying the number of units is difficult, and estimates may not be accurate

- Look at the homework articles. -You have a couple of questions from the homework but have different scenarios.

Study

Mail Panel Survey

Surveys are mailed to a representative sample of individuals who have agreed in advance to participate.(Self Administered). a questionnaire sent to a group of individuals who have agreed in advance to participate.

Defined Target Population

The complete set of elements (people or objects) identified for investigation based on the objectives of the research project. A precise definition of the ________ is essential and is usually done in terms of elements, sampling units, and time frames. Who are you looking at that has these characteristics.

Population

The identifiable set of elements (people, products, organizations) of interest to the researcher and pertinent to the information problem. Ex: Mazda Motor Corporation could hire J.D. Power and Associates to measure customer satisfaction among automobile owners. The ____ of interest could be all people who own automobiles. Everyone who fits your desired criteria.

Online Surveys

The internet is used to ask questions and record responses from respondents.(Self Administered) Survey data collected using the Internet. most cost effective. Advantages: Greater convenience for respondent, immediate electronic tabulation of results, and lower costs. Disadvantages: securing email addresses and low response rate due to spam filters, impersonal nature of the process, and ease of leaving site with a mouse click.

Select appropriate data collection method

This is the second process in questionair design.The researcher first must determine the data requirements to achieve each of the objectives as well as they type of respondent demographic information desired. In doing so researchers will follow a general-to-specific order: - Banking services: Relationship with customers. Connivence and locations, hours, good service charges, interest rates on saving accounts. Preferences for usage of selected banking methods. - Lifestyle Dimensions: belief statements that classify bank customers lifestyles in terms of segments such as financial optimist, financially dissatisfied, information exchanger, credit or debit user, family oriented, price conscious. - Banking relationships: questions to examine satisfaction and commitment to current primary banking relationships. -Demographic Characteristics: gender, length of time in area and at current residence, employment status, marital status, spouse or partner's current employment status, number of defendants children, education,age, occupation, income, and zip code. --> by determining the above, researchers can then determine the best ways to collect this data. for example, for the bank researchers decided that an initial phone contact followed by a direct mail survey would be the best way to collect data.

Develop questions and scaling

This is the third process of Questionnaire Design, where researchers decide on what question format ( structured or non structured), wording of questions, scales, and instructions for responding to questions and scales, and type of data required (nominal, ordinal, interval, or ratio). In making the decisions researchers must consider how the data are to be collected. For example: appropriate questions and scale often differ between online, mail, and telephone surveys. - question format: Unstructured vs. Structured - wording: researchers must select words carefully to make sure respondents are familiar with them. When unsure, questionable words should be examined in a pretest. Some questions and topics are considered Sensitive. -Questions and Scaling: Bad questions: Unanswerable, Leading (or loaded) and Double barreled. - Use simple words, avoiding technical words - Avoid qualifying phrases - Ensure response categories are mutually exclusive - Ensure question and scale statements are meaningful to the respondents - Avoid arranging response categories in a manner that may bias responses - Do not double-barrel questions or response items

1. nominal-most basic 2. ordinal 3. interval 4. ratio

What are the Types of Scale Measurements?

Response error

When respondents have impaired memory or do not respond accurately. This is also referred to as faulty recall. Ex: Human memory, because they may forget when reporting their past behavior.

Behavior Intention: Interval

Which of the following percent ranges best approximates the likelihood of you purchasing a new automobile within one year after graduating from college? __Less than 10% chance __11% - 49% chance __50% - 89% chance __90% - 100% chance

Ordinal scale

Which one statement best describes your opinion of an Intel PC processor? __ Higher than AMD's PC processor __ About the same as AMD's PC processor __ Lower than AMD's PC processor This is an example of what?

************Questionnaire Design

_____________ involves using a process that takes established sets of question/scale measurements and formats them into a complete instrument. The following are steps in this process: 1: Confirm research objectives 2: Select appropriate data collection method 3: Develop questions and scaling 4: Determine layout and evaluate questionnaire 5: Obtain initial client approval 6: Pretest, revise, and finalize questionnaire 7: Implement survey CH --> Broad to narrow (broad questions to more specific questions) flower pot approach. we do this because it gets the people talking (warm them up)- is one question biasing the next one- people when asked question are already thinking about that question. Therefor you plant a seed. You can Randomize the order to weed out bias.

Nonsampling Error

a bias that occurs in a research study regardless of whether a sample or census is used. These errors can occur at any stage of the research process. For example: target population may be inaccurately defined causing population from error; inappropriate questions/scale measurements can result in measurement error; a questionnaire may be poorly designed causing response error; or there may be other errors in gathering and recording data or when raw data are coded and entered for analysis. The more extensive a study, the greater potential for ____________________. There are no statistical procedures to assess the impact of ____________on the quality of the data collected. All forms of _________ reduce the overall quality of the data regardless o the data collection method. These errors are usually related to the accuracy of the data.

Common Methods Variance

a biased variance that results form the measurements method used in a questionnaire.

Self- Administered Survey

a data collection technique in which the respondents reads the survey questions and records his or her own answers without the presence of a trained interviewer. Types include: mail survey , mail panel, drop off, internet Advantages: - low cost per survey -Respondent control -no interview-respondent bias -anonymity in responses Disadvantages: -Minimize flexibility -High nonresponse rates -potential response errors -slow data acquisition -Lack of monitoring capability

Snowball Sampling

a non probability sampling method also called referral sampling in which a set of respondents is chosen and they help the researcher identify additional people to be included in the study. One people leads you to another person. EX: New moms in a certain area; one new mom leads you to another new mom. Advantages: - reasonable method of identifying respondents who are members of small, hard to reach, uniquely defined target populations. -most useful in qualitative research Disadvantages - allows bias to enter the study. If there are significant differences between people who are known in certain social circles and those who are not, there may be approaches, the ability to generalize the results to members of the target population limited.

Judgement Sampling

a non probability sampling method in which participants are selected according an experienced individuals belief that they will meet the requirements of the study. You use your on judgement to decide who fits into your sample Advantages: - if judgement of researchers is correct, the sample generated by this sampling method will be better than one generated by convenience sampling. Disadvantages - you cannot measure the representativeness of the sample. Data collected from judgement sampling should be interpreted cautiously.

Convenience sampling

a nonprobability sampling method in which samples are drawn at the convenience of the researcher. Advantages: -enables a large number of respondents to be interviewed in a relatively short time. For this reason it is commonly used in the early stages of research, including construct and scale measurement development. Disadvantages: - using convenience samples to develop constructs and scales can be risky. -the data are not generalizable to the defined target population. The representativeness of sample cannot be measured because sampling error estimates cannot be calculated.

Double Barreled Questions

a question that is two questions in one or where respondents address more then one issue at once. Example: Do you drink Pepsi with breakfast, lunch, and dinner? or " Do you agree or disagree that Home Depot employees are friendly and helpful?"

Call Records

a recording document that gathers basic summary information about an interviewers performance efficiency (eg. number of contact attempts, number of completed interviews, length of time of interview. ) (pg 205)

Quotas

a tracking system that collects data from correct respondents and helps ensure the subgroups are represented in the sample as specified.

Measure of central Tendency

cannot tell the whole story about a distribution of responses Use: - Mean: Arithmetic average - Median: middle value of a rank ordered distribution -mode: response most other given to a question

Structured questions

closed ended questions that require the respondents to choose from a predetermined set of responses or scale points. These reduce the amount of thinking and effort required by respondents. Also response process if faster. Quantitative surveys, structured questions are used much more often than unstructured ones. This is easier for respondents to fill out and wiser for researchers to code.

Respondent errors

consists of nonresponse error and response error. This type of error occurs when respondents either cannot be reached are unwilling to participate, or intentionally or unintentionally respond to questions in ways that do not reflect their true answers.

Person-Administered Surveys

data collection techniques that require the presence of a trained human interviewer who asks questions and records the subject's answers. Advantages: - Adaptibility - rapport -Feedback -Quality of responses Disadvantages: - Possible recording error -interview respondent interaction error -high expense

Scale points

designated degrees of intensity assigned to the responses in a given questioning or observation method. Degree of intensity that people like that brand( which is a breakdown of construct).

Hypothesis

empirically testable though yet unproven statement developed in order to explain phenomena. Preconceived notion of the relationships that the captured data should present-a hypothesis.

Article:Boosting Demand in the "EXPERIENCE ECONOMY"

example of how the Georgia aquarium used:he framework adopted by Georgia Aquarium—using data analysis and market- ing models to identify and acquire valuable future customers—is applicable in virtually any consumer industry. Indeed, its basics are probably old hat to many big retailers. The aquarium's implementation shows just how potent a tool the framework can be for experience-based businesses, where the em- phasis on creating new offerings is frequently accompanied by neglect of the data-driven marketing required to sustain the business. Kumar says, "With the right marketing- science approach, even conflicting objectives like growing attendance and satisfaction at the same time can be balanced to turn perfor- mance around."

Interval Scales

measure between each scale point (intensity); A scale that demonstrates absolute differences between each scale point. For example: the satisfaction level of customers with the Santa Fe Grill and Jose SouthWestern Cafe was measure using a 7 point interval scale, with the end points 1=strongly disagree and 7=strongly agree.Mathematical calculations that can be applied to this scale: mode, median, mean, and standard deviation. Means researchers can report finding about hierarchical differences( better and worse) and absolute differences between data.Demonstrate the absolute differences between each scale point

Nominal Scales

most basic and least powerful; The type of scale in which the questions require respondents to provide only some type of descriptor as the raw response. Responses do not contain a level of intensity. Ranking of the set of responses is not possible. Allow only to categorize the response into mutually exclusive subsets that do not have distances between them. Only possible mathematical calculation is to count the number of responses in each category and tho report the mode._____________focus on only requiring a respondent to provide some type of descriptor as the raw response.

Questionnaire Format

open ended questions and unique challenges: Types of Question Format: Unstructured Questions- Open-ended format where respondent replies in their own words. Structured Questions- Closed-ended format where respondent responds from a set of possible responses. Quality of Question- Bad Questions: - Unanswerable. - Leading or loaded. - Double-barreled questions.

Open ended questions

part of step 3: Develop questions and Scaling. (unstructured questions) formatted to allow respondents to reply in their own words. There is no predetermined list of responses available to aid or limit respondents answers. More difficult to code for analysis. Require more thinking and effort on the part of the respondent. As a result with quantitative surveys there are generally only a few of these questions. These are often skipped.

Scale Reliability

refers to the extent to which a scale can reproduce the same or similar measurement results in repeated trials. Thus is a measure of consistency in measurement. Random error produces inconsistency in scale measurements that leads to lower ______. To improve this, researchers can carefully design scaled questions.Two techniques that test this are Reliability of scales and test retest of scales.

Unanswerable questions

respondent doesn't have access to the information needed or because none of the answer choices apply to the respondent. Example: "What was your parents yearly after-tax income last year?" "How much did you spend on food last month?"

Survey Research errors can be classified as being either___________ or ____________ errors.

sampling; nonsampling

Causal Research

studies that enable researchers to assess "cause-effect" relationships between two or more variables. Cause and effect? Which is the cause and which is the

Variance

the average squared deviation about the mean of a distribution of values.