Marketing Research Exam 2

4 scales of measurement

1. Nominal 2. Ordinal 3. Interval 4. Ratio

Types of qualitative research

1. Observation 2. Focus group interview 3. Depth interview

Qualitative Philosophical assumptions

1. Ontological: What is the nature of reality? 2. Epistemological: What counts as knowledge? 3. Axiological: What is the role of values? 4. Methodological: What is the process of research? 5. Rhetorical: What is the language of research?

Qualitative Research Orientations

1. Phenomenology 2. Ethnography 3. Grounded Theory 4. Case studies

Hermeneutics

An approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself

Participant Observation

An ethnographic research approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations

Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n)

Concept test

Salespeople are tested one year after a sales training program and perform better on the exam, not because of the training program, but because they have gained one year's experience in sales. Which type of effect has occurred?

maturation effect

Scanner data

mechanical observation form that requires no input from customers

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a ____.

pretest

Having observers record the brand names of items found in the kitchen pantries of consumer panel members involves the observation of ____.

Physical objects

Qualitative Research

Purpose is to discover ideas and general research objects. Approach is to ask observe and interpret. Data collection is unstructured, open-ended questions. Results are subjective and the researcher is involved. Usually has smaller sample sizes and uses exploratory research designs. Comes up with a theory.

Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting...

Qualitative Marketing Research

Systematic error is divided into ____.

Respondent error and administrative error

Observation

The systematic process of recording the behavioral patterns of people, objects, and occurrences as they take place

When a researcher claims that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is claiming ____.

external validity

The tendency for respondents to agree with most questions in a survey is known as ____.

Acquiescence bias

Ordinal

Allows ordinal judgments (judgments about rank order). Any variable where levels can be ranked but do not have equal distances between levels. Order matters, but distance between values does not. Examples: student confidence level, movie ratings, finish position in a marathon, billboard top 40, rank in class.

When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, ____ has occurred.

deliberate falsification

Which type of bias is occurring when a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer?

Interviewer bias

Which approach to probing asks respondents to compare differences between brands at different levels?

Laddering

Which store was the first retailer to use the UPC scanner?

Marsh

Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?

Observation

Qualitative research design

Observation, pattern, tentative hypothesis, theory Sport example: consistency and passion

Scanner-Based consumer panel

a type of consumer panel in which participants' purchasing habits are recorded with a laser scanner rather than a purchase diary

Nominal

Non-quantitative. Also called categorical variable. Used to categorize, label, classify, name, or identify into groups or types. Categories are not ordered. Examples: country born in, college major, gender, social security number.

Which term refers to an alternative explanation beyond the experimental variables for any observed differences in the dependent variables?

Confound

Which measure represents the percentage of people who are exposed to an Internet advertisement and actually click on the corresponding hyperlink that takes them to a company's Web site?

click-through rate (CTR)

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, ____ has occurred.

self-selection bias

A set of high school students who take the ACT in their junior year perform better on that exam during their senior year because they know better how to take the exam due to what they experienced on the first exam. This is an example of a(n) ____.

testing effect

Caroline is participating in an experimental study in which she is taking an herbal supplement and the researcher measures her perceived energy levels for several weeks. Although she doesn't know it, the supplement she is given in the study does not contain the herb of interest. However, Caroline feels as though she has more energy than before, and she attributes it to the herbal supplement. This effect is called a(n) ____.

Placebo effect

Literary Digest Poll

Predicted Roosevelt would lose, wasn't true. He beat Landon by a lot Sampling bias: more republicans subscribed to Literary Digest Non-response bias:: Literary Digest relied on voluntary responses. The 2.3 million respondents who returned their questionnaires represented only that subset of the population with a relatively intense interest in the subject at hand, and as such constituted in no sense a random sample. It seemed clear (in retrospect) that the minority of anti-Roosevelt (pro-Landon) voters felt more strongly about the election than did the pro-Roosevelt majority.

Phenomenology

A philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live. Seeks to describe, reflect upon, and interpret experiences. Relies on conversational interview tools. Respondents are asked to tell a story about some experience

Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted?

Field notes

Interval

Has rank order and equal intervals (distance between points is same, does matter, and is meaningful). Does not have an absolute zero point. The difference between a temperature of 100 degrees and 90 degrees is the same difference as between 90 degrees and 80 degrees. However, is 20 degrees twice as cold as 40? Does zero degrees mean "no temperature"? Examples: Celsius temperature, Fahrenheit temperature.

Ratio

Has true zero point. When the variable equals 0, there is NONE of that variable. Also has all lower scale characteristics (equal intervals, rank order, and level name). A weight of 20 ounces is half of 40 ounces. Examples: percent correct, weight, height, response time, Kelvin temperature, annual income.

Quantitative reseach

Tests specific research questions. Approach is to measure and test. Collection is structured, close-ended questions. Results are objective and the researcher is uninvolved. Larger sample sizes and descriptive and causal research designs typically used. Comes up with a confirmation.

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using?

Phenomenology

As demonstrated in the use of Tree-House-Person (THP) diagrams -- an indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n) ____.

Projective technique

Ethnography

Represents ways of studying cultures through methods that involve becoming highly active within that culture. Observation plays a key role. Distinguished by its focus on the shared/collective meanings, beliefs, and attitudes that are constructed between a group of people in a particular space

The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in ____.

internal validity

Monica is conducting an experiment in which all subjects see all of the ads she is testing. This type of experiment, in which an individual subject is exposed to more than one level of an experimental treatment, is called a ____ design.

repeated measures

Grounded Theory

Represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records Key questions: What is happening here? How is it different? How is grounded theory used? Text analysis Computerized software **Used to generate theory

Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank. This is an example of a ____.

Sentence Completion test

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, they are engaged in ____.

Site analysis

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?

Social desirability bias

Case Studies

The documented history of a particular person, group, organization, or event Themes are identified by the frequency with which the same term (or a synonym) arises in the narrative description How are case studies used? Commonly applied to business Primary advantage is the ability to study an entire organization in depth with meticulous attention to detail Multiple methods of data collection.

Database Marketing

The use of customer relationship management (CRM) databases to promote one-to-one relationships with customers and create precisely targeted promotions Effective database marketing requires vast amounts of secondary data to be integrated into a CRM system

Quantitative Research design

Theory, hypothesis, observation, confirmation