MRKT 396 Final
Sources of Secondary Data?
government (federal, state and local) trade associations commercial services national and international institutions.
What is the environmental context of the problem? Why is it important?
include past information and forecasts pertaining to the industry and the firm, resources and constraints of the firm, objectives of the decision maker, buyer behavior, legal environment, economic environment, and marketing and technological skills of the firm.
What is a sample frame?
it refers to the group of people from whom the sample will be selected
Why would you use an outside agency vs. in-house research?
Using outside agencies allow organizations to gain immediate access to marketing, and design specific expertise. Within In-House agencies, internal people are the ones ones giving insight.
What is marketing research?
the application of the scientific method in searching for the truth about marketing phenomena. American Marketing Association (AMA) defines: The function that links the consumer, the customer, and public to the marketer through INFORMATION.
What is marketing?
• Understanding customers' needs and wants • Creating and exchanging value • Segmentation, targeting, and positioning •4 Ps (Product, Price, Place, Promotion) • Core of business
How and why do you pretest?
•A questionnaire should not be used in the field survey without adequate pretesting. •All aspects of the questionnaire should be tested, including question content, wording, sequence, form and layout, question difficulty, and instructions. •The respondents for the pretest and for the actual survey should be drawn from the same population. The pretest sample size varies from 15 to 30 respondents. •Pretests are best done by personal interviews, even if the actual survey is to be conducted by mail, telephone, or electronic means, because interviewers can observe respondents' reactions and attitudes. -Protocol analysis: the respondent is asked to "think aloud" while answering the questionnaire -Debriefing: the respondent waits until after completing the questionnaire to provide feedback
What should be asked? Accuracy and relevance?
•Accuracy - the information is reliable and valid and avoids bias. -use simple, understandable, unbiased, unambiguous, and non irritating words -Question wording and sequence substantially influence accuracy •Relevancy - all information collected should address a research question that will help the decision maker address the current marketing problem.
Why do we need to know scale types?
•Knowing scale type enables us apply appropriate scales to appropriate marketing variables. •Knowing scale type informs us what statistical analysis to perform in the data analysis stage. •Different types of scales may be used to measure the same variable. •A researcher must know the meaning behind the numbers before useful conclusions can be drawn •Example: averaging the numbers used to identify school busses is meaningless
What are the ethical issues in observing human behavior?
•Observation is a little like spying •Raises the question of the respondent's right to privacy •If the researcher obtains permission to observe someone, the subject may not act naturally •New technologies offer research opportunities, but raise questions •Deep-packet inspection is the ability of an Internet service provider to read data transmitted by users •When do you collect observational data? •Is the behavior being observed commonly performed in public?•Is the behavior performed in a setting in which the anonymity of the person being observed is assured?•Has the person agreed to be observed? •Has the person been adequately notified that their behavior (including data transfers) is being observed? •If the answer to these questions is "yes", then the study is probably ethical •If the answer is "no", input from IRB (institutional review board) is needed
What can be observed?
- Physical movements - Verbal behavior - Expressive behavior and physiological reactions - Spatial tensions and locations - Temporal patterns - Physical objects - Verbal and pictorial records - Neurological activity - Internet activities - Geographical information - Physical distribution
How does marketing research relate to strategic management orientations? Relationship marketing? Strategic marketing management?
4 types of marketing orientations: Product, Production, Marketing (external customer satisfaction), and Stakeholder.
How are focus groups conducted? Respondents? Moderators?
A Moderator is a person who leads a focus group interview and ensures that everyone gets a chance to speak and contribute to the discussion. Qualities of a good moderator: •Develops rapport with the group •Good listener •Tries not to interject his/her own personal opinions •Directs verbal traffic capably without turning off productive participants
What is the difference between correlation and causation?
A correlation between variables, however, does not automatically mean that the change in one variable is the cause of the change in the values of the other variable. Causation indicates that one event is the result of the occurrence of the other event; i.e. there is a causal relationship between the two events.
What are the most common types of experiments used in marketing? What are the advantages and disadvantages?
A/B Testing. A/B testing is a popular marketing experiment in which two versions of a webpage, email, or social post are presented to an audience (randomly divided in half) Different CTAs Animated Ads Social Media Platforms Experiment Globally
What is A/B testing? How is it used? What are the advantages and disadvantages?
A/B testing is a popular marketing experiment in which two versions of a webpage, email, or social post are presented to an audience (randomly divided in half).
Advantages and disadvantages of observation research?
Advantages: •We can see what people actually do •Avoids interviewerbias •Quick/cheap data collection •Some data can ONLY be collected using observation Disadvantages: •Researcher does not learn motives •Time-consuming and expensive •May not be entirely accurate
What is an experiment? What are the components of an experiment?
Experiments are widely used in causal research designs. The marketing experimenter manipulates one or more independent variables and holds constant all other possible independent variables while observing effects on dependent variables. A researcher can control variables in an experiment to a degree not possible in a survey.
What are the 3 types of primary research?
Exploratory Descriptive Casual
How are filter questions used?
•Often, certain sections of a questionnaire are irrelevant to a particular respondent •Asking a question that does not apply to the respondent or that the respondent is not qualified to answer may be irritating or cause a biased response or even a survey breakoff •A filter question can serve as a branching mechanism directing respondents to an appropriate part of the questionnaire using skip logic
How do you increase internal validity?
It is related to how many confounding variables you have in your experiment. If you run an experiment and avoid confounding variables, your internal validity is high; the more confounding you have, the lower your internal validity
What are ethical issues in survey research?
•Participants' right to privacy •The use of deception •Respondents' rights to be informed about the purpose of the research •The need for confidentiality •The need for honesty in collecting data •The need for objectivity in reporting data
How do you evaluate the quality of secondary research?
Relevance Completeness Quality Timeliness
What is the purpose of exploratory research? Methods?
-Clarify ambiguous situations •Discover ideas that may be potential business opportunities •Clarifies and defines the nature of a problem •Does not provide conclusive evidence •Assumes and expects subsequent research •Useful in product development•Helps identify symptoms
What is the purpose of descriptive research? Methods?
-Describes characteristics of objects, people, groups, organizations, or environments •Addresses who, what, when, where, why, and how questions •Accuracy is critically important •Seeks to diagnose reasons for market outcomes •Focuses on the beliefs and feelings of consumers
What factors should you consider in evaluating survey methods?
-Is the assistance of the interviewer necessary? •Are respondents interested in the issues being investigated?•Will cooperation be easily attained? •How quickly is the information needed?•Will the study require a long and complex questionnaire? •How large is the budget? •Mixed-mode survey—Is more than one survey method needed?
What is the sampling process?
1. Define the Target Population 2. Select a Sampling Frame 3. Select sampling technique (Probability or nonprobability) 4. Plan the process for selecting sampling units 5. Determine the sample size 6. Execute the sampling process
What is the marketing research process?
1. Establish the need for marketing research 2. Define the problem 3. Establish research objectives 4. Determine research design 5. Identify information types and sources 6. Determine methods of accessing data 7. Design data collection forms 8. Determine sample plan and size 9. Collect data 10. Analyze data 11. Prepare and present the final research report
How is marketing research relevant to marketing?
1. Identify market opportunities, problems 2. Consumer perceptions of healthy foods 3. Problems with existing brands (Apple TV) 4. Generate, refine, evaluate potential actions 5. Useful for repositioning 6. Determine effectiveness of campaigns 7. Monitor marketing performance 8. Research impact of ads 9. Tracking research for performance over time 10. Customer satisfaction studies 11. Improve marketing 12. Academic research gives useful insights
What are qualitative research orientations?
1. Phenomenology - originating in philosophy and psychology 2. Ethnography - origins in anthropology 3. Grounded theory - originates from sociology 4. Case studies - roots in psychology and business research.
What the steps in planning focus groups? Examples of objectives and screening criteria?
1. The research is proprietary. Businesses do not want to reveal their marketing strategies or consumer insights that might hurt the organization or inform competitors. 2. To protect the confidentiality of the research participants. Most focus groups promise participants confidentiality. In fact, most reputable researchers have participants sign an "informed consent" document which discloses the purpose of the research, how the information will be used and how the participant might be effected (including statements on confidentiality).
What factors influence whether you should conduct marketing research?
1. Time constraints 2. availability of data 3. the nature of the decision to be made 4. the benefit of the research information versus the cost
What are the stages in the research process?
1.Defining research objectives 2.Planning a research design 3.Planning a sample 4.Collecting data 5.Analyzing data 6.Formulating conclusions and preparing a report
Describe and differentiate convenience, judgmental, quota, and snowball sampling.
All Non-probability sampling: Convenience sampling: •Sample is selected based on the convenience of the researcher. Often, respondents are selected because they happen to be in the right place at the right time. •The resulting sample is NOT representative of any definable target population. •It is not theoretically meaningful to generalize to any population from a convenience sample. •Examples: •use of groups that are already gathered (e.g., students in a class, church groups, members of social organizations) •mall intercept interviews without qualifying the respondents •department stores using charge account lists Judgemental Sampling: •A form of convenience sampling. •The researcher chooses the sample elements because she or he believes they represent the population of interest. •Judgmental sampling is subjective, relying largely on the expertise of the researcher. •Generally, generalizations to a specific population cannot be made. •Examples: •Test markets selected to determine the potential of a new product •Department stores selected to test a new merchandising display •Mall selected for product taste test Quota Sampling: Quota sampling may be viewed as two-stage judgmental sampling. •The first stage consists of developing control categories, or quotas, of population elements. •In the second stage, sample elements are selected based on convenience or judgment. Snowball Sampling: •In snowball sampling, an initial group of respondents is selected, usually at random. •After being interviewed, these respondents are asked to identify others who belong to the target population of interest. •Subsequent respondents are selected based on the referrals.•Referred respondents tend to have demographic and psychographic characteristics that are more similar to the person referring them than would occur by chance. •It is used when studying characteristics that are relatively rare or difficult to identify in the population.
Describe and differentiate simple random, systematic, stratified, and cluster sampling.
All Probability Sampling: Simple Random Sampling: •Each element in the population has a known and equal probability of selection. •Each possible sample of a given size (n) has a known and equal probability of being the sample actually selected .•Every element is selected independently •Advantages -Simple -Sampling error easily measured •Disadvantages -Need complete list of units, which is not usually available -Does not always achieve best representativeness -Units may be scattered and poorly accessible Systematic Sampling: •The sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame. •The sampling interval, i, is determined by dividing the population size N by the sample size n and rounding to the nearest integer. •Advantages -Systematic sampling is less costly and easier than SRS, because random selection is only done once. -When the ordering of the elements is related to the characteristic of interest, systematic sampling increases the representativeness of the sample. •Disadvantages -Need complete list of units, which is not usually available Stratified Sampling: •A two-step process: 1.Divide the original population into homogeneous, mutually exclusive, and exhaustive subsets (e.g., male and female) 2.Elements of each stratum are then randomly selected •The stratification variables -The stratification variables should be closely related to the characteristic of interest. -The variables should decrease the cost of the stratification process by being easy to measure and apply. •Advantages -Can acquire information about whole population and individual strata -Can lead to increased precision •Disadvantages -Information necessary to properly stratify the sample is usually not available Cluster sampling: •A three-step process 1.Divide the target population into mutually exclusive and collectively exhaustive clusters (e.g.neighborhoods). 2.Select a random sample of clusters based on probability sampling 3. For each selected cluster, either include all the elements (one-stage) or a random sample of elements(two-stage) •Clusters should be as homogeneous as possible. Ideally, each cluster should be a small- scale representation of the population. •Elements within a cluster should be as heterogeneous as possible. •Advantages -Feasibility and low cost. A complete list of sampling units/elements within population is not required -Less travel/resources required •Disadvantages -A problem if clusters are not representative of population -Cluster sampling are generally less efficient (larger sample error) than other types of probability samples.
What is the purpose of causal research? Methods?
Allows causal inferences to be made (i.e., identify cause-and- effect relationships Critical pieces of causality 1.Temporal sequence - the time order of events 2.Concomitant variation - two events vary systematically 3.Nonspurious association - an absence of alternative plausible explanations Causal ResearchShould: 1.Establish the appropriate causal order or sequence of events 2.Measure the concomitant variation (relationship) between the presumed cause and the presumed effect 3.Examine the possibility of spuriousness by considering the presence of alternative plausible causal factors.
What is the ACS? How does the Census the same and/or different from the ACS (i.e., sample, sample size, timing, data collection)?
American Community Survey (ACS): The mandatory survey sent to about 3.5 million households in the U.S. each year that includes a wider range of questions such as income, education, disability, citizenship. Purpose: to measure the changing social and economic characteristics of the U.S. population (not an official count) When: continuous throughout the year, every year Who: samples 3 million per year Questions: more than Census - demographic + housing + social + financial + economic questions How: Mail, telephone, in-person Results: released continuously Error: higher sampling error because it's a sample (i.e., a subset of the population)
What is probing? Explain different question techniques for digging deeper
An effective probing question helps to get a person to talk about their personal opinions and feelings, and promotes critical thinking. ... Most probing questions begin with 'what,' 'why' or 'how.
What are randomized procedures used for?
Anchoring effect may occur with attitude scales, the first concept measured tends to become a comparison point from which subsequent evaluations are made •Randomization of items on a questionnaire helps to minimize this order bias A related problem is bias caused by the order of alternatives on closed questions •Randomization of the choices eliminates this issue
Describe applied and basic research.
Applied Research: is conducted to address a specific marketing decision for a specific firm or organization Example: Should Ninkasi Brewery make their own Root Beer? Basic Research: is conducted without a specific decision in mind and usually does not address the needs of a specific organization. Example: What do craft beer drinkers looks like in America? - Neilsen Study explore that...
What questions should you ask about whether to use secondary research?
Can data be adjusted?
Explain and provide an example of the manipulation of an independent variable.
Can more than one independent variable be included? Yes, an experiment can also be made more complicated by including the effect of another experimental variable Cell refers to a treatment combination within an experiment
How do we infer causality? What are the 3 conditions? Explain and understand each.
Causality concerns relationships where a change in one variable necessarily results in a change in another variable. There are three conditions for causality: covariation, temporal precedence, and control for "third variables." The latter comprise alternative explanations for the observed causal relationship.
How is Census data used?
Census: The constitutionally mandated effort to count everyone living in the U.S. includes a limited number of demographic questions such as age, gender, and race. Purpose: population count •Used for approportioning representatives in the House and Drawing legislative districts •Determining some federal funding distribution When: Census Day, April 1, 2020 and only occurs once every 10 years Who: EVERYONE in the U.S. Questions: limited questions - basic demographic (name, household relationship, gender, age, race, rent vs. own) How: Mostly traditional mail, then in-person for those not reached by mail Results: every 10 years Error: higher nonsampling error (i.e., lower level of individual item response)
What is a population? Sample? Census? Examples?
Census: -Measuring the ENTIRE population of interest. -Costly and slow Sample: -A subgroup of the population selected for participation in the study. -Faster and cheaper than a census
What are the difference decision making situation?
Certainty: means that the decision maker has all the information needed to make an optimal decision Uncertainty: means that the manager grasps the general nature of desired objectives, but the information about alternatives is incomplete Ambiguity: is the nature of the problem itself is unclear such that objectives are vague and decision alternatives are difficult to define
What are the rights and obligations within marketing research?
DO respect the rights of all research participants: confidentiality, transparency, and privacy. Ensure that all participants are voluntary, and that they have the right to withdraw their consent at any point during the research process. Respondents must also be informed if they are being filmed or recorded.
What is big data?
Data: is recorded facts or measures of certain phenomena (things or events) Big data: is large quantities of data taken from multiple, varied sources that: •Were not intended to be used together •Are available to be analytically applied to provide input to organizational decision making
Why might a respondent be unable to answer a question? What can a researcher do to minimize these issues?
Define the issue in terms of who, what, when, and where (the 4 Ws). Incorrect: Which brand of shampoo do you use? Correct: Which brand or brands of shampoo have you personally used at home during the last month? Use ordinary words: questionnaire wording should match the vocabulary level of the respondents. Incorrect: Do you think the distribution of soft drinks is adequate? Correct: Do you think soft drinks are readily available when you want to buy them?
How should questions be phrased? Question structure? Data collection method? Phrasing issues?
Do you intend to buy a new car within the next six months? ______ Yes______ No Do you intend to buy a new car within the next six months? ____Definitely will not buy ____Probably will not buy ____Undecided ____Probably will buy ____Definitely will buy Do you intend to buy a new car within the next six months? Definitely will not buy Definitely will buy
What are some cautions about marketing research?
Examination of available secondary data is a prerequisite to the collection of primary data. ALWAYS Start with secondary data. Proceed to primary data only when the secondary data sources have been exhausted or yield marginal returns.
What are the basic issues in experimental designs? Understand the components of an experiment (RQ, design, materials, IVs, covariates/extraneous variables, DVs, results, etc.
Experimental design- a set of procedures specifying: •Sample & Assignment - test units and how these units are to be divided into homogeneous subsamples •How independent variables or treatments are to be manipulated •The dependent variable(s) to be measured •How the extraneous variables will be controlled
What is external research? Different types of external research?
External data are facts observed, recorded by an entity other than the researcher's organization •Information as a product and its distribution •Libraries - see MRKT 396 OSU Library link on Canvas •Online information (e.g., google searches, etc.) •Vendors •Producers •Periodicals, government, media, trade associations, commercial sources and consumer data
What are the objectives for using secondary research?
Fact-Finding Identifying Web traffic, consumption patterns, tracking trends Model Building Forecasting market potential, sales in a time-period, selecting locations, determining relationships with sales Database Marketing Developing prospect lists, predicting future customer behavior, data mining
Identify different qualitative research tools.
Focus group interviews Depth Interviews Conversations Observation
What are focus groups? Why or when would you use focus groups? What advantages and disadvantages of focus groups?
Focus groups are one of the most common qualitative research tools in business. Focus groups are unstructured, free-flowing interviews with a small group (6-10 people) led by a moderator who encourages dialogue among respondents Advantages: •Relatively fast •Easy to execute •Allow respondents to piggyback off each other's ideas •Provide multiple perspectives •Flexibility to allow more detailed descriptions •High degree of scrutiny
What are ethical issues in gathering digital data?
Four factors for consideration •Has the consumer implicitly or explicitly consented to being traced? •Does the tracking behavior violate any explicit or implicit contracts or agreements? •Can researchers enable users to know what information is available to data miners? -Open data partnership •Do the benefits to consumers from tracking their behavior balance out any potential invasion of their privacy?
What information do you want to know about your customers? How would you use this information? Across the Life Cycle?
Frequency: How often do they buy? Recency: When was their last purchase? Latency: What was the time period between purchases? How can you use? Segmentation •Who are my most profitable customers? -Focus on new clients who are most desirable (most profitable) -Define these new clients in terms of their profile - clones of existing valuable customers •Behavioral Segmentation -Look at behavior and usage characteristics - create data driven segments using cluster analysis -Create distinct profiles and characteristics Targeted Communication •Use profiles and characteristics to identify the right customers
Why might a respondent be unwilling to answer a question? How can this be minimized?
Incorrect: Please tell us how much debt you owe to credit card company? Correct: Recent studies show that most Americans are in debt. Which of the following categories best describes your credit card debt? ___________ under $500 ___________ $501 to $1,000 ___________ $1,001 to $5,000 ___________ $5,001 to $10,000 ___________ over $10,000
What is internal research? How is it used?
Internal data are data that originate in the organization •Represent events recorded by or generated by the organization Proprietary data is secondary data owned and controlled by the organization
What is internal validity? External validity? What is necessary for a cause and effect inference?
Internal validity refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables. Control of extraneous variables is a necessary condition for establishing internalvalidity. Did my manipulation produce the effects, or was it something else? External validity refers to whether the cause-and-effect relationships found in the experiment can be generalized. To what populations, settings, times, independent variables, and dependent variables can the results be projected?
What is representativeness?
Representativeness is essential to generalize.If the sample does not represent the population well, generalizations can not be made.
What are the limitations of qualitative research?
It's a time-consuming process. You can't verify the results of qualitative research. It's a labor-intensive approach. It's difficult to investigate causality. Qualitative research is not statistically representative.
What is qualitative research? When should you use qualitative research?
It's exploratory and not about numbers, instead focusing on reasons, motivations, behaviors and opinions - it's best at helping you gain insight and delve deep into a particular problem. This type of data typically comes from conversations, interviews and responses to open questions. Good qualitative research questions to ask include: Why do customers never add items to their wishlist on our website? How do new customers find out about our services? What are the main reasons people don't sign up for our newsletter?
How does a marketing researcher contribute to decision making?
Research's role in the decision making process: •Recognizing the nature of the problem or opportunity •Identifying how much information is currently available and how reliable it is •Determining what information is needed to better deal with the situation
Market opportunity? Market problem?
Market opportunity: is a situation that makes some potential competitive advantage possible Market problem: is a situation that makes some significant negative consequence more likely •Problems are inferred from symptoms - observable cues that serve as a signal of a problem because they are caused by that problem
What is marketing analytics? How is it related to CRM?
Marketing analytics: is a general term that refers to efforts to measure relevant data and apply analytical tools in an effort to better understand how a firm can enhance marketing performance •Traditional marketing analytics was never meant to handle the enormous amount of data available in today's big data world Predictive analytics: is a system linking computerized data mined from multiple sources to statistical tools that can search for predictive relationships and trends Customer Relationship Management (CRM): Goal as Marketer?•attracting, developing, and retaining customers •Strategy for building, managing, and strengthening loyal and long-lasting customer relationships •Should be based on consumer insights •Develop personalized and individualized interactions with consumers
What is the role of marketing research?
Marketing research serves marketing management by providing information which is relevant to decision making. Rather, marketing research helps to reduce the uncertainty surrounding the decisions to be made. In order to do so effectively, marketing research has to be systematic, objective and analytical.
What is measurement?
Measurement is the process of describing some property of a phenomenon of interest usually by assigning numbers in a reliable and valid way When numbers are used, the researcher must have a rule for assigning a number to an observation in a way that provides an accurate description All measurement systems present the potential for error
**What are the types of measurement scales (levels of measurement)? Define, know characteristics, examples, and general statistical capabilities.
Nominal: Characteristics: Numbers identify & classify objects. Examples: Social Security nos., numbering of football players Brands, store types Yes-No Female-Male Buy-Did not buy Statistical capabilities: Percentages, mode Chi-square, binomial test Ordinal: Characteristics: Nos. indicate the relative positions of objects but not the magnitude of differences between them Examples: Quality rankings, rankings of teams in a tournament Preference rankings, market position, social class Choose from the following: Dissasitified Satisfied Very Satisfied Delighted Statistical capabilities: Percentile, median Rank-order correlation, Friedman ANOVA Interval: Characteristics: Differences between objects Examples: Temperature (Fahrenheit) Attitudes, opinions, index Statistical capabilities: Range, mean, standard, Product-moment Ratio: Characteristics: Zero point is fixed, ratios of scale values can be compared Examples: Length, weight Age, sales, income, costs Statistical capabilities: Geometric mean, harmonic mean, Coefficient of variation
Differentiate between nonprobability and probability sampling techniques? What conditions favor the use of each?
Non-probability sampling: - units of the sample are selected on the basis of the researcher's judgement or convenience. The probability of any particular member of the population being chosen is unknown. Probability sampling: - every member of the population of interest has a known probability of selection.
What is observation? What are the conditions for using observation?
Observation is the systematic process of recording the behavioral patterns of people, objects, and occurrences as they take place •Advances in technology have given a bigger role for observational research tools in marketing research •Observation can be a useful part of either qualitative or quantitative research •Scientific observation addresses a research question aimed at discovering market knowledge Conditions for Using Observation •The information must be observable or inferable •The behavior must be repetitive or frequent •The behavior must be relatively short induration
Where is the conflict between marketing management and marketing research? How can you reduce conflict?
One of the causes of conflict is the lack of clear communication; this include the lack of clear channels and lack of feedback. When information collected from the marketing research is not shared with the management through the appropriate channels, conflict may arise.
What are depth interviews? Why use depth interviews?
One-on-one, probing interview between a trained researcher and a respondent.
What are considerations regarding form and layout?
Online: •Numbering of questions not as necessary (vs. paper) •Often need multiple pages (i.e., appropriate page breaks) •Use spacing between questions and additional headers, if necessary •Color and font consistent with your company and brand? Paper: •Number the questions in a questionnaire. •The questionnaires themselves should be numbered serially. •The questionnaire should be reproduced on good-quality paper and have a professional appearance. •Questionnaires should take the form of a booklet rather than a number of sheets of paper clipped or stapled together. •The tendency to crowd questions together to make the questionnaire look shorter should be avoided.
What are the various question structures and when and why would you use them?
Open-ended Questions: Good as first question in an interview to warm up. Good for exploratory research - rich insights. Cost and difficulty in data coding.Interview bias Multiple-Choice Questions: Easy to code and analyze. Reduced respondent effort. Order or position bias. Difficult to design response options Dichotomous Questions: Easy to code and analyze. Reduced respondent effort. Wording can bias the responses Scale Questions: Easy to code and analyze. Reduced respondent effort. Difficult to design scales
What is order bias?
Order Bias: results when a particular sequencing of questions affects the way a person responds or when the choices provided as answers favor one response over another •Tends to distort survey results •Asking specific questions before asking about broader issues is a common cause
What are the different observation methods? Describe each and know examples.
Physical Objects Artifacts are the things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption. Example: •The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. •The number of different fingerprints on a page was used to gauge the readership of various advertisements in a magazine. Inventories are counting and recording physical objects through retail or wholesale audits. Content analysis is the systematic observation and quantitative description of the manifest content of communication. Mechanical: Types •Television, radio, and digital monitoring (e.g., Nielsen's TV ratings) •Monitoring web traffic (e.g.,click-thru-rate) •Scanner-based research (e.g., tracking purchases at the register or point of purchase) •Camera surveillance•Smartphones - All text messages, browsing, and phone calls leave behind some kind of record Physiological: There are five major categories of mechanical devices used to measure physiological reactions. 1.Eye-tracking is used to observe eye movements 2. Pupilometer is used to observe and record changes in the diameter of a subject's pupils 3.Psychogalvanometer measures galvanic skin response, a measure of involuntary changes in the electrical resistance of the skin 4.Voice-pitch analysis is a physiological measurement technique that records abnormal frequencies in the voice that are supposed to reflect emotional reactions to various stimuli 5.Neurological devices can reveal how much thought takes place and what types of feelings a person is probably experiencing. Magnetic resonance imaging (MRI) device—a machine that allows one to measure what portions of the brain are active at a given time.
What is a problem definition? How and why is it important?
Problem definition is the most critical step in a market research project •Only when the marketing research problem has been clearly defined can research be designed and conducted properly. •All the effort, time, and money spent from this point on will be wasted if the problem is misunderstood or ill defined •Incorrect problem definition leads to incorrect or irrelevant findings, which may bias managerial decision making.
What is observation within qualitative research?
Qualitative Observation is the research process of using subjective methodologies to gather information or data. ... Qualitative observation deals with the 5 major sensory organs and their functioning - sight, smell, touch, taste and hearing. This doesn't involve measurements or numbers but instead characteristics.
Compare and contrast qualitative and quantitative research.
Qualitative research: focuses on reasons, motivations, behaviors and opinions. Information comes from conversations, interviews and responses to open questions. Quantitative research: focuses more on numbers and measurement, gathering data and being able to transform this information into statistics.
What is the process of operationalization?
Researchers measure concepts through a process known as operationalization, a process that involves identifying scales that correspond to variance in the concept Scales provide •A range of values that correspond to different values in the concept being measured •Correspondence rules that indicate that a certain value on a scale corresponds to some true value of a concept, hopefully in a truthful way
How have advances in survey technology changes facilitated questionnaire design?
Response Quality Timing •Speeders are respondents who take relatively little time to move through a survey—so little that the veracity of their responses is questionable Randomized assignment Physical features •Tracking interest - provides an indication of what parts of an advertisement or image capture the most attention •Status bar - provides a visual indicator of questionnaire length •Prompting - informs the respondent that he/she has skipped an item or provided implausible information. •Piping - allows responses to a previous question to be inserted into later questions
What are the 3 main categories for error? Understand each and explain.
Sampling Error: -Random Sampling Error. - refers to inadequacies of the actual respondents to represent the population of interest Nonsampling/Systematic Error -Respondent Error -Administrative Error Major categories: Nonresponse error bias Response Bias error resulting from some imperfect aspect of the research design
**What are scale characteristics?
Scaling-Creating a continuum upon which measured objects are located. Characteristics: 1.Description - unique labels or descriptors for each value (all scales have description) 2.Order - relative sizes or positions of descriptors. Order is denoted by descriptors such as greater than, less than, and equal to. 3.Distance - absolute differences between the scale descriptors are known and may be expressed in units (e.g., a three person household has one person more than a two person household) 4.Origin - unique or fixed beginning (i.e., has a true zero point)
What are the various types of secondary research? Know and be able to apply (i.e., provide and describe an example of each).
Secondary research is a type of research that has already been compiled, gathered, organized and published by others. It includes reports and studies by government agencies, trade associations or other businesses in your industry. For small businesses with limited budgets, most research is typically secondary, because it can be obtained faster and more affordably than primary research. A lot of secondary research is available right on the Web, simply by entering key words and phrases for the type of information you're looking for. You can also obtain secondary research by reading articles in magazines, trade journals and industry publications, by visiting a reference library, and by contacting industry associations or trade organizations.
What is secondary research? Primary research? Identify and describe the advantages and disadvantages of each.
Secondary research: Data that have been collected for purpose OTHER THAN the problem at hand. Benefits: -Relatively low cost -Short collection time -Easily accessible Drawbacks: -Collected for other purpose Primary Research: Data that are originated by a researcher for the SPECIFIC PURPOSE of addressing the problem at hand Benefits: -Collected for problem at hand Drawbacks: -Involved and time consuming collection process -Relatively high cost
What are the different types of survey methods? Advantages and disadvantages of each?
Self-administered questionnaires - surveys in which the respondent takes the responsibility for reading and answering the questions without having them stated orally by an interviewer. Personal interview is a form of direct, interactive communication in which an interviewer asks respondents questions face-to-face.
Describe different research suppliers.
Supplier research is the process of obtaining information for sources specific to the item being acquired in order to facilitate competitive practices and supplier selection.
Explain the types of marketing research. Examples?
Surveys: qualitative research that ask respondents a short series of open/closed ended questions. On-screen or via email. Interviews: One-on-on conversations with members of your target market. Focus groups: Bring together a carefully selected group of people who fit the company's target market. Observation: Someone from the company takes notes while they watch an ideal user engage with their product (or similar one)
What is a target population? Sampling unit?
Target population: - the collection of elements (typically called the respondents) from which information is desired. -The target population must be defined precisely! -The target population should be defined in terms of elements, sampling units, extent, and time. A sampling unit: is an element, or a unit containing the element, that is available for selection at some stage of the sampling process.
What are extraneous variables? How do you identify extraneous variables in experimental research?
Things to know about Control Over Extraneous Variables: Extraneous variables are any variables that you are not intentionally studying in your experiment or test. When you run an experiment, you're looking to see if one variable (the independent variable) has an effect on another variable (the dependent variable). Undesired variables are called extraneous variables Experimental confounds mean that an alternative explanation exists beyond the experimental variables
Explain the selection and assignment of test units.
Things to know about selection and assignment of experimental subjects: •Test units are the subjects whose responses to the experimental treatment are measured •People are the most common test units •Sample selection and random sampling errors •Systematic or nonsampling error may occur if the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable •Randomization is the random assignment of subject and treatments to groups •Equally distributes the effects of extraneous variables •Matching involves assigning subjects in a way that a particular characteristic is the same in each group •This is a technique for controlling systematic error •Repeated measures are experiments that expose an individual subject to more than one level of an experimental treatment
Explain the selection and measurement of a dependent variable.
Things to know about selection and measurement of the dependent variable: •Selecting dependent variables is crucial in experimental design •Unless the dependent variables are relevant and truly represent an outcome of interest, the experiment will not be useful •Choosing the right dependent variable is part of the problem definition process
What are demand characteristics?
cues in an experiment that tell the participant what behavior is expected
What makes a good questionnaire? What factors do you need to consider?
•People don't understand questions just because the wording is grammatically correct. •People may refuse to answer personally sensitive questions. •Items on a questionnaire can be questions, simply words, statements, phrases, or images used to evoke a response. •To fulfill a researcher's purposes, the questions must meet the basic criteria of relevance and accuracy
