MKTG3511EXAM #2REVIEWCHAPTER

The Lake Tahoe Visitors Association has created a new tourism website. They want to drive traffic to the website as their secondary research suggests that 42% of consumers who visit a tourism website purchase lodging accommodations through the website. The Lake Tahoe Visitors Association has identified 5 variables that they want to test in a predictive model. The outcome variable is binary (visited the new website or did not visit the website).

5 variables that they want to test in a predictive model which is a multiple regression

Likert scale

A Likert scale 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

Beta coefficients

A beta coefficient is an estimated regression coefficient that has been recalculated to have a mean of 0 and a standard deviation of 1 in order to enable independent variables with different units of measurement to be directly compared on their association with the dependent variable

Constant sums scales

A constant sum question is used in market research surveys in which respondents can allocate the number of points on the specified criteria or options. The total of these points can be defined by the survey creator while designing the survey which will be the maximum points available to the respondents while answering this question. Constant sum question type gives an understanding of how respondents value each answer option. If customers feel that certain features of a product or service are more important than others, they will give more points to those features.

Graphic rating scales

A graphic rating scale presents respondents with a visual or graphic continuum. The respondent checks his or her response at any point along a continuum.

regression anaylsis

A method for arriving at more detailed answers (predictions) than can be provided by the correlation coefficientAssumptionsVariables are measured on interval or ratio scalesVariables come fro a normal populationError terms are normally and independently distributed

Multiple-item scale

A multi-item scale is designed to measure the respondent's attitude towards more than one attribute related to the stimulus object. It is a rating scale comprising of multiple items, where each item is a single question or a statement that needs to be evaluated.

Questionnaire

A questionnaire is a formal framework consisting of a set of questions/scales designed to generate primary data Questionnaire construction involves using a process that takes established sets of question/scale measurements and formats them into a complete instrument

Curvilinear relationship

A relationship in which increases in the values of the first variable are accompanied by both increases and decreases in the values of the second variable.

Semantic Differential Scale

A semantic differential scale is a unique bipolar ordinal scale format that captures a person's attitudes and/or feelings about a given object

Linear Relationship

A type of relationship that exists between two variables whose graphed data points lie on a straight line

Outlier

A value much greater or much less than the others in a data set

Analysis of variance (ANOVA)

Analysis of Variance (ANOVA) is a statistical technique that determines if three or more means are statistically different from each other The dependent variable must be measurable; either interval or ratio scaled The independent variable must be categorical"One-way ANOVA" means that there is only one independent variable

Yoplait was interested in examining the relationship between yogurt consumption and gender. Individuals were selected using a simple random sample and then categorized based on yogurt consumption (everyday, 4-6/week, 2-3/week, 1/week) and gender (male, female). Assume that Yoplait was only interested in examining the relationship between these 2 categorical variables (yogurt consumption = ordinal scale; gender = nominal scale).

Chi square Chia square test of independence because here is two types Is there a relationship between Gender ( male or female ) and yoga consumption Dependent: yogurt consumption: Independent: Gender

Structured questions

Closed-ended format where respondent responds from a set of possible responses.

Analyses performed for continuous data

Continuous data is data that can take any value. Height, weight, temperature and length are all examples of continuous data. Some continuous data will change over time; the weight of a baby in its first year or the temperature in a room throughout the day.

Temple University would like to determine the effectiveness of their SEPTA mobile billboard advertising on student applications. That is, what is the relationship between mobile advertising expenditures and student applications to Temple University?

Correlation too see if they are relates

In recent years, the Philadelphia 76ers, a once-proud National Basketball Association franchise, has struggled with fan loyalty and declining attendance due to their poor performance on the court and constant personnel turnover. The new ownership team is interested in identifying key drivers of fan loyalty and attendance at live sporting events. The Philadelphia 76ers has identified 50 drivers from their internal data and wants to test the importance of these drivers as they collect primary data on their existing fan base. The ultimate goal is prediction of the drivers that will connect past, present, and future Philadelphia 76ers with the team and, in turn, forecast likelihood to attend a future Philadelphia 76ers live sporting event.

Driver = predictor Bold key drivers 50 drivers prediction of the drivers forecast likelihood to attend a future events This would be a multiple regression this will be because we are looking at variable./drivers that will predict the persons likelyhood of going which is 50 predictors. there is more then one predictors

How to develop a data file a.What does a column represent? b.What does a row represent?

Each row represents a single record or data point, while columns contain information pertaining to that record. Each record or row in the data set should be uniquely identified by one or more columns in combination.

Editing

Editing involves examining each completed questionnaire to ensure that the proper sequence of questions has been asked, the answers are clear and consistent, and they have been correctly marked.

How to develop a codebook

For questionnaire data, the simplest way to prepare a codebook is to make a copy of your questionnaire, write variable names in the margins, and enter numeric codes in each response category blank.

n-way Anova

Has two or more independent one dependent

Doritos explored adding different colors to a new packaging design for it flagship products. Participants in test markets were exposed to one of 4 packaging designs (each package has a different primary color). At the end of 3 months, Doritos compares the number of sales for each of the 4 packages to see if there were statistical differences in sales based on package design.

IV 1 Package color 1. A 2. B 3. c 4. d DV Salse one way anova

How do you measure research constructs?

In the context of survey research, a construct is the abstract idea, underlying theme, or subject matter that one wishes to measure using survey questions.

Significance level (p<.05)

In the majority of analyses, an alpha of 0.05 is used as the cutoff for significance. If the p-value is less than 0.05, we reject the null hypothesis that there's no difference between the means and conclude that a significant difference does exist. ... Over 0.05, not significant.

Interval Scale

Interval scales demonstrate the absolute differences between each scale point. Analysis can be done through the use of sample means and estimated standard deviations (plus the above) Example How likely are you to recommend the Santa Fe Grill to a friend? Definitely will not Definitely will1 1......2....................3................4..................5......6........7

Pearson

Interveal or ratio

Nominal scale

Nominal scales focus on only requiring a respondent to provide some type ofd escriptor as the raw response Analysis can only be done using modes and frequency distributions Example.Please indicate your current martial status.__Married __ Single __ Single, never married __ Widowed

1 way anove

One variable and one dependent

Apple wanted to determine whether there was a market for an updated iPad Professional to add to their product line. iPad users were segmented on their usage (expert, novice, nonuser) and were measured on 15 psychographic characteristics; each psychographic characteristics was scaled using an interval data format (i.e., Liker-type scale or Semantic Differential-type scale).

One way anove

Unstructured questions

Open-ended format where respondent replies in their own words.

Ordinal Scale

Ordinal scales allow the respondent to express "relative magnitude" between the raw responses to a question Analysis can be done using medians and ranges (plus modes and frequency distributions) Example.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

Temple University wants to determine if its recent integrated marketing communications (IMC) campaign is effective from a strategic marketing perspective. Therefore, they measure attitudes toward Temple University before rolling out the new IMC campaign and then they measure attitudes toward Temple University after the campaign has been administered for 2 months. Why it is the correct statistical test to use in this research scenario?

Paired sample t test

anchor points of the scale were Strongly Disagree and Strongly Agree). After the initial measurement of these consumers, the same consumers were then shown a brand new commercial about Gillette disposable razors. Next, consumer preferences were measured again to determine the effectiveness of the commercial. The overarching research question is: has the commercial been successful in inducing a positive change in consumer preferences for Gillette disposable razors?

Paired sample t test

Ratio Scale

Ratio scales allow for the identification of absolute differences between each scale point, and absolute comparisons between raw responses Analysis can be done through the use of sample means and estimated standard deviations (plus the above) Example 1.Please circle the number of children under17 years of age currently living in your household. 0 1 2 3 4 5 6 7 (if more than 7, please specify ___.)

Sensitive questions

Respondents are unwilling to disclose, at least accurately, sensitive information because this may cause embarrassment or threaten the respondent's prestige or self-image.

Normal vs.skewed distributions

The Normal Distribution is a distribution that has most of the data in the center with decreasing amounts evenly distributed to the left and the right. Skewed Distribution is distribution with data clumped up on one side or the other with decreasing amounts trailing off to the left or the right.

Variance

The __________ is a measure of variability. It is calculated by taking the average of squared deviations from the mean. _________ tells you the degree of spread in your data set. The more spread the data, the larger the variance is in relation to the mean.

Chi Squared test

The dependent is nominal which is categorical ( example yes or no )

Research hypothesis

The hypothesis that the variables under investigation are related in the population - that the observed effect based on sample data is true in the population.

1-sample t-test

The one sample t-test is a statistical procedure used to determine whether a sample of observations could have been generated by a process with a specific mean. Suppose you are interested in determining whether an assembly line produces laptop computers that weigh five pounds. To test this hypothesis, you could collect a sample of laptop computers from the assembly line, measure their weights, and compare the sample with a value of five using a one-sample t-test.

Scatter diagram

The scatter diagram graphs pairs of numerical data, with one variable on each axis, to look for a relationship between them. If the variables are correlated, the points will fall along a line or curve. The better the correlation, the tighter the points will hug the line.

Gap would like to conduct marketing research to increase its share of the jeans market. In this example the dependent variable is market share. Syndicated data suggest that the 2 most important variables determining the preferences for jeans are price (categorized as high, medium, low) and quality (categorized as high, medium, low). The overarching research question is: what is the effect of these 2 variables on market share and consumer preferences in the jeans market?

Two way anova variable 1 = Price 1. heavy 2. Medium 3. Low variable 2 Quality 1. high 2. medium 3 Low DV= market share

Strategies for handling missing data

Use deletion methods to eliminate missing data. The deletion methods only work for certain datasets where participants have missing fields. ... Use regression analysis to systematically eliminate data. ... Data scientists can use data imputation techniques.

Skip questions

Used if the next question (or set of questions) should be responded to only by respondents who meet a previous condition

Tabulation of data

When analyzing raw data, cross tabulation — a table with columns and rows — helps marketers observe two or more variables simultaneously. Also known as contingency tables or cross tabs, cross tabulation divides raw data into subgroups to show how a dependent variable changes from one subgroup to another.

Where would we use a two way anova?

When it two or more independent variables and one dependent variable

Multiple regression analysis

___________ regression analysis is a statistical technique which analyzes the linear relationship between a dependent variable and multiple independent variables by estimating coefficients for the equation for a straight line Example GPA, SAT scores, recondition leader, extracurricular ( they all don't have equal weight ) GPA would have the highest bet weight.

Histogram

a diagram consisting of rectangles whose area is proportional to the frequency of a variable and whose width is equal to the class interval.

bar graph

a diagram in which the numerical values of variables are represented by the height or length of lines or rectangles of equal width.

Standard deviation

a measure of variability that describes an average distance of every score from the mean

Rank Order Scale

a measurement scale in which the respondent compares two or more items and ranks them

Cross-tabulation

a method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions Simultaneously treat two or more variables in the studyPurpose is to determine if certain variables differ when compared among various subgroups of the total sampleMain form of data analysis in most research projects

Leading questions

a question that suggests the answer the interviewer seeks

Single item scale

a scale format that collects data about only one attribute of an object or construct

Behavioral intention scale

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

Pearson correlation coefficient

a statistical measure of the strength of a linear relationship between two metric variables

Bivariate regression analysis

a statistical technique that analyzes the linear relationship between two variables by estimating coefficients for an equation for a straight line. One variable is designated as a dependent variable and the other is called an independent or predictor variable

pie chart

a type of graph in which a circle is divided into sectors that each represent a proportion of the whole.

Double-barreled question

a type of question in a survey or poll that is problematic because it asks two questions in one, thereby weakening its construct validity

Frequency distribution

an arrangement of data that indicates how often a particular score or observation occurs

Response order bias

an error that occurs when the response to a question is influenced by the order in which the alternatives are presented

Construct development

an integrated process in which researchers determine what specific data should be collected for solving the defined research problem

Chi-square

analysis enables the researcher to test for statistical significance between the frequency distributions of two or more nominally scaled variables in a cross-tabulation table to determine if there is any association between the variables

Forced choice questions

ask respondents to choose answers from possibilities given on a questionnaire

negative wording

avoid phrasing questions with negatives

writing good vs bad questions

bad; Unanswerable. Leading or loaded. Double-barreled questions. good Use simple words, avoiding technical wordsAvoid qualifying phrasesEnsure response categories are mutually exclusiveEnsure question and scale statements are meaningful to the respondentsAvoid arranging response categories in a manner that may bias responsesDo not double-barrel questions or response items

1. A researcher gives respondents five brands of cereal and asks them to rank these cereals from the best liked (rank = 1) to the least liked (rank = 5). This scale is most closely a(n): A. nominal scale. B. ratio scale. C. ordinal scale. D. interval scale.

c.

.Curbstoning

cheating or falsification of data during the collection process that occurs when interviewers fill in all or part of a survey themselves

Salesforce.com would like to determine if there is an association between their market share of enterprise companies and the size of their sales force.

correlation

Let's assume there are sophomores, juniors, and seniors in your marketing research class and we want to know if their average GPAs differ. What is the proper statistical test to the differences among these means? A. Independent samples t test B. Paired samples z test C. Chi-square test D. 1-Way ANOVA

d

Which of the following is the most common significance level? A. 0.95 B. 0.01 C. 0.03 D. 0.05

d.

Null hypothesis

defines the statement that says that no statistically significant difference will be seen between the variants after running a test, or that a particular variable will have no effect on the final results of a test.

Comparative rating scale

format that requires a judgment comparing one object, person, or concept against another on the scale

Noncomparative rating scale

format that requires a judgment without reference to another object, person, or concept There are various types of noncomparative scaling techniques such as the graphic rating scale, Likert scale, semantic differential scale, and Stapel scale

Introductory section components

gives the respondent an overview of the research

Data entry

includes tasks involved with the direct input of the coded data into some specified software package that will ultimately allow the research analyst to manipulate and transform the raw data into useful information

Spearman rank order correlation coefficient

is a nonparametric measure of the strength and direction of association that exists between two variables measured on at least an ordinal scale.

covariation

is the amount of change in one variable that is consistently related to the change in another variable ex the amount of time studying on the academic performance such as GPA What we use is? Scatter diagram! Graphically plots the relative positions of two variables using a horizontal and vertical acesses A correlation of 0 would be where the plots being scattered everywhere and no linear part. Positive relationship housing price per square inch. the graph will scatter up ( liner) Negative relationship between x and y ( linear) Ex the price increases the number of sales decrease Curvilinear relationship between x and y To much anxiety can make u fail and to little can make u fail but just right will make u pass

Analyses performed for categorical data

is the analysis of data where the response variable has been grouped into a set of mutually exclusive ordered (such as age group) or unordered (such as eye color) categories.

Data validation

is the process of determining to the extent possible whether the interviews or observations were correctly conducted and free of fraud or bias

n-way ANOVA

n-way ANOVAAppropriate for multiple independent variables and for experimental designs with multiple variables involved in groupsExample: men and women are shown humorous and non-humorous ads and then attitudes toward brand are measured. IV = gender and ad type

Week 6 Discussion Questions1. Temple University wants to determine if its recent integrated marketing communications (IMC) campaign is effective from a strategic marketing perspective. Therefore, they measure attitudes toward Temple University before rolling out the new IMC campaign, 1 week later, 1 month later, and then they measure attitudes toward Temple University one more time after the campaign has been administered for 6 months. That is, there are 4 measurements that occur.a.Briefly describe the methodology you would use to test its effectiveness. b. Briefly describe the statistical test you would use to examine this research question. Why it is the correct statistical test?

one way anova ( other wise known as a repeted measure anova)

Temple University would like to determine the effectiveness of their SEPTA mobile billboard advertising efforts on student applications after controlling for the price of Temple's tuition.

partial correlation X ----> Z----> Y Septa advertising -----> Tution----> student application

Salesforce.com would like to determine if there is an association between their market share of enterprise companies and the size of their sales force after adjusting for the effect of short-term sales promotional efforts.

partial correlation x---> z----->y marketshare ----> size of the sales force----> short term sales promotion

Mean

the arithmetic average of a distribution, obtained by adding the scores and then dividing by the number of scores

range

the difference between the highest and lowest scores in a distribution

median

the middle score in a distribution; half the scores are above it and half are below it

mode

the most frequently occurring score(s) in a distribution

Data cleaning

the process of checking data for errors after the data have been entered in a computer file

Independent samples t-test

two or more groups of responses that are tested as though they may come from different populations

Related samples t-test

two or more groups of responses that originated from the sample population

Screening questions

used to ferret out respondents who do not meet qualifications necessary to take part in the research study used in most questionnaires, their purpose is to identify qualified prospective respondents and prevent unqualified respondents from being included in the study

Interviewer instructions

used to train interviewers how to select prospective respondents, screen them for eligibility, and conduct the actual interview

Ben and Jerry's was interested in examining the effect of Ben and Jerry's ice cream consumption and household income on attitudes towards societal marketing causes. Individuals were selected using a stratified random sample based on ice cream consumption (heavy, moderate, light, none) and household income (high- medium-, low-income). Attitudes were measured using a 7-point Likert scale (anchor points of the scale were Strongly Disagree and Strongly Agree) and a Semantic Differential scale (anchor points were Low Involvement and High Involvement).

variable 1 = ice cream 1. heavy 2 moderate 3 light 4 none variable 2 house hold income 1. high 2. medium 3 Low DV: attitude towards societal marketing causes ( likert scale, Semantic Differential scale) Ice cream consump H. M. L heavy. h/H. h/M. h/L moderate light none Two way anova

spearson

would be use for ordinal