MKT321 CH8,12-14

Descriptive analysis is talking about the _______ respondent

"Typical"

Four Dont's of Questionnaires:

- do not lead - using loaded wording - double-barreled - overstating the case

3 types of interval scales:

-Likert -Semantic differential scale Stapel scale

What are 3 types of measures used in market research?

-Nominal -Ordinal -Scale

Four Do's of Questionnaires:

-focused on a single issue or topic -be brief - grammatically simple - crystal clear

95% - corresponding to 1.96 Z-score , 99% is a _______ Z-score

2.58

________ analysis determines the strength and direction of relationships between two or more variables. A. Inference B. Descriptive C. Differences D. Association E. Predictive

Association

Which of the following statements is most accurate in terms of the questionnaire development process? A. Clients typically devise questionnaires by themselves because they are closest to the research problem. B. Clients will not be involved until there has been considerable development and evaluation by the researcher. C. Clients do not get involved with the questionnaire because it is the domain of the professional researcher. D. Clients typically work with researchers on the initial drafts. E. Clients design each question, and then send it to the researcher for approval.

Clients will not be involved until there has been considerable development and evaluation by the researcher

Semantic Differential Scale

Contains a series of bipolar adjectives for the various properties of the object under study, and respondents indicate their impressions of each property by indicating locations along its continuum.

Ordinal scales use what type of variability?

Cumulative percentage distribution

Mean, median, mode, standard deviation and range are all part of _________ analysis

Descriptive

True or False: Reliable Scales: respondent responds to scale in the same or a similar manner over time. It's accurate and consistent.

False; may not be accurate just consistent

How do researchers try to avoid the halo effect?

Flip the posititve and negative questions on each side

What is the most important "Do" of questionnaires?

Focus it on a single issue or topic

Nominal/categorical scales use what type of variability?

Frequency and/or percentage distribution

3 measures of variability:

Frequency distribution Range Standard deviation

What does this say about the population estimation mean? $65 +/- ((2.58 x (s/ n )) $65 +/- ((2.58) x ($20 / 22.36)) = $65 +/- $2.31 $62.69 <= μ <= $67.31

I am 99% confident that the true population mean falls between $62.69 and $67.31.

________ is a form of logic in which you make a general statement about an entire class based on what you have observed about a small set of members of that class. A. Median B. Inference C. Variance D. Standard deviation E. Range

Inference

If you are asked to evaluate a store's salespeople by selecting a single designation from a list of "extremely friendly," "very friendly," "somewhat friendly," "somewhat unfriendly," "very unfriendly," or "extremely unfriendly," the researcher is using what type of scale?

Interval

What are the two types of scale measures?

Interval and ratio

Null hypothesis means theres (is / is not) a difference

Is not

What is the problem with this question: "Don't you think fast food is unhealthy?"

It is a leading question

What is the problem with this question: "Do you still have credit card debt?"

It is a loaded question

What type of question buries its wording elements in sneaky presuppositions, or it might make references to universal beliefs or riles of behavior:

Loaded questions

What are two sets of measures are used extensively to describe the information obtained in a sample?

Measures of central tendency and measures of variability

________ are concerned with depicting the typical difference between the values in a set of values. A. Measures of variability B. Standard deviations C. Multiple regressions D. Cross-tabulations E. Frequency distributions

Measures of variability

Example of what type of scale measure: Please indicate your gender. _______ Male _____ Female

Nominal

What type of question places undue emphasis on some aspect of the topic?

Overstating

What are two types of statistical inferences?

Parameter estimate & Hypothesis testing

Statistical procedures and model to help make forecasts about future events is ________ analysis

Predictive

Example of what type of scale measure: Please indicate your age. _____Years

Ratio

Stapel scale:

Relies on positive and negative numbers, typically ranging from +5 to -5.

A concern with ___________ scale is the halo effect

Semantic Differential Scale

Interval scales use what type of variability?

Standard Deviation and/or range

Ratio scales use what type of variability?

Standard Deviation and/or range

basis for market segmentation is the discovery of differences that are the following:

Statistically significant Meaningful Stable Actionable differences

Purchase intentions fall under what type of property? Objective or subjective?

Subjective

Unobservable and intangible _________ properties

Subjective

small sample sizes (n ≤ 30) use what type of test?

T Test

sample size is 30 or greater use what type of test?

Z test

When dealing with parameter estimates, sample statistic is:

a mean or percentage

Aided format includes:

a response probe instructing the interviewer to ask for additional information

Validity is best illustrated by which of the following? A. the ability to repeat measurements B. the extent to which the reliability coefficient approaches 1.0 C. accuracy or truthfulness of the measurement D. tendency to respond in the same manner to different questions E. tendency to respond in the same manner to the same questions

accuracy or truthfulness of the measurement

Ratio scales include:

actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education.

Likert scale appears as a:

agree-disagree continuum with five to seven positions

Scale measures:

are those in which the distance between each level is known

for statistics x-bar is used for ________ and p is for __________

average (mean); percentage

The term ________ applies to any statistical measure used that somehow reflects a typical or frequent response. A. predictive analysis B. central tendency C. reversals of scale endpoints D. third-person technique E. nonsampling error

central tendency

Objective properties:

characteristics that are physically verifiable (age, gender, number of bottles purchased, etc).

Difference analysis is used to determine:

degree to which real and generalizable differences exist in the population

Which of the following is NOT included in the introduction part of the questionnaire? A. the purpose of the survey B. request for participation C. demographic questions D. explanation of how the respondent was selected E. identification of the sponsor/researcher

demographic questions

Statistical concepts such as range and standard deviation are forms of ________ analysis. A. predictive B. differences C. association D. inference E. descriptive

descriptive

Screening questions are used to: A. ensure that certain results will be achieved by choosing your respondents. B. increase response rates by screening out unlikely respondents. C. increase reliability by screening out respondents with inconsistent answers. D. shield the true purpose of a question from a respondent. E. determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential.

determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential.

"Are you satisfied with the restaurant's food and service?" is an example of what kind of question? A. double-barreled B. focused C. leading D. loaded E. overstated

double-barreled

A(n) ________ is a tabulation of the number of times that each different value appears in a particular set of values. A. sample size B. frequency distribution C. standard deviation D. hypotheses test E. measure of central tendency

frequency distribution

Association analysis investigates:

if and how 2 variables are related; determines connections

Valid Scales:

in addition to being reliable, also accurately measures the objective or subjective properties.

Standard deviation:

indicates the degree of variation or diversity in the values in such a way as to be translatable into a normal or bell-shaped curve distribution; how much it differs from the mean

Statistical concepts such as standard error and null hypothesis are forms of ________ analysis. A. association B. descriptive C. inference D. differences E. predictive

inference

Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale question because: A. it creates an odd number. B. it violates the statistical assumption of symmetry. C. it allows respondents to dodge or hide their feelings. D. it creates a problem in trying to code the scale items. E. it creates a problem in terms of how you value the mid-point in the calculation of statistics.

it allows respondents to dodge or hide their feelings.

A special application of the Likert scale question form called the _______________ takes into account the values and personality traits of people as reflected in their unique activities, interests, and opinions (AIOs) toward their work, leisure time, and purchases.

lifestyle inventory

The larger the sample, the (higher / lower) the standard error of the estimate

lower

Disadvantage of categorical (no order):

may oversimplify response options

Interval scale (rating) uses what type of central tendency?

mean

Ratio scale uses what type of central tendency?

mean

3 measures of central tendency:

mean median mode

Ratio scales:

measures are ones in which a true zero origin exists

Interval scale:

measures are rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit.

When dealing with parameter estimates, standard error of the statistic is:

measures the variability in the sampling distribution

Ordinal scale (ranking) use what type of central tendency?

median

Nominal/categorical scales use what type of central tendency?

mode

A ___________ interval scale has mainly degrees of positive positions and would be more appropriate because most people do not think in degrees of negative importance.

non-symmetric

Managerially important difference:

one that the marketing manager can potentially use as a basis for marketing action; Changing one or more of 4Ps.

for population estimates pi is used for _______ and mu is used for ________

percentage; average

An overstated question is one that: A. is two different questions posed as one. B. cues the respondent how to answer. C. uses words that most respondents would not understand. D. asks the same thing over and over. E. places undue emphasis on some aspect of the topic.

places undue emphasis on some aspect of the topic.

A double-barreled question is one that: A. poses two different questions in one question and should be used whenever possible to save space. B. feels like an attack on the respondent. C. poses two different questions in one question and should be avoided. D. achieves two objectives efficiently. E. has two subjects and two verbs.

poses two different questions in one question and should be avoided.

Parameter estimation:

process of using sample information to compute an interval that describes the range of a parameter such as the population mean or the population percentage

If have statistically significant differences between groups, conclude that the differences are not just ______________ Rather, the differences are _______ and exist not just in the sample of consumers BUT in the population of consumers.

random sampling error; "real"

The ________ identifies the distance between lowest value and the highest value in an ordered set of values. A. sample size B. variance C. median D. standard deviation E. range

range

Ordinal:

rank order; indicate only relative size differences between objects.

Independent samples are treated as:

representing two potentially different populations.

Unaided (no probe) format:

seeks no additional information

Which type of scale measure contains bipolar descriptors such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on? A. semantic differential scale B. graphic intensity C. agreement scale D. lifestyle inventory E. constant sum scale

semantic differential scale

Statistical inference:

set of procedures in which the sample size and sample statistic are used to make an estimate of the corresponding population parameter

Advantage of categorical (no order):

simple to administer and code

The ________ indicates the degree of variation or diversity in the values in such a way as to be translatable into a normal or bell-shaped curve distribution. A. standard deviation B. variance C. median D. range E. sample size

standard deviation

What is need for population parameter estimate?

standard error

Which of the following refers to a measure of the variability in the sampling distribution based on what is theoretically believed to occur if we were to take a multitude of independent samples from the same population? A. sample statistic B. predictive analysis C. variance D. standard error E. multiple variance analysis

standard error

To warrant discussion, group differences must first be _____________

statistically significant

A _________ interval scale is "balanced," as it has equal amounts of positive and negative positions, and typically it has "no opinion" or "neutral" separating the negative and positive sides.

symmetric

2 types of statistical analyses include:

t-test for significant differences between groups and analysis of varience

Variability are measures

that describe how similar (dissimilar) respondents or responses are to (from) "typical" respondents or responses; aka how typical are the respondents

Central tendency are measures:

that describe the "typical" respondent or response; aka describing the typical response

Subjective properties:

the data that we want to get from respondents; cannot be directly observed because they are mental constructs (persons attitudes, opinions, purchases intentions,etc.)

When dealing with parameter estimates, level of confidence is:

the degree of accuracy desired by the researcher stated in the form of a range with an upper and lower boundary.

Null hypothesis:

the hypothesis that the difference in the population parameters is equal to zero

Questionnaire organization refers to: A. organizations mainly existing to construct questionnaires. B. the clarity of a question. C. the sequence of statements and questions that make up a questionnaire. D. determining if the question looks right. E. the way questionnaires are organized in a filing system.

the sequence of statements and questions that make up a questionnaire.

Nominal:

those that use only labels; that is, they possess only the characteristic of description.

Why should we learn about "Do's and Don'ts" of a questionnaire?

to increase reliability and validity and reduce bias

Inference analysis:

use statistical procedures to generalize the results of the sample to the target population it represents