Exam #1

Cost Basis-

"All you can afford" method uses cost as an overriding basis for sample size

symmetric interval scale-

"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.

omnibus panels-

"including or covering many things or classes"

arbitrary approach-

"percentage rule of thumb" statement regarding sample size

The 11 Steps in 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 the sample plan and size 9. Collect data 10. Analyze data 11. Prepare and present the final research report Not all studies use all of these steps, and few studies follow the steps in order

Research-

1. Particularly second data analysis, can be conducted efficiently through online and library resources. 2. Compared to collecting primary data, exploratory data is inexpensive. 3. Often provide information that meets the research objectives or can assist in gathering current information necessary to conduct either a descriptive or casual design

Important points about sampling

1. Sampling method (not sample size) is related to representativeness- large sample size bias 2. Sample size determination, major cost factor particularly personal interviews, telephone online surveys. Only a probability sample (random sample) is truly representative of a population Sample size determines accuracy of findings

Skip Interval-

1. the skip interval aspect 2. the need to use random number(s) only at the beginning

leading question vs. loaded question-

A leading question is phrased in such a way that suggests to the respondent that the researcher expects a certain answer. A loaded question has wording that references universal beliefs or rules of behavior. It may evoke emotions or touch on a person's inner fears.

Which non-probability sampling technique is very similar to stratified sampling? Briefly explain how the two techniques are similar. (A minimum 2-3 sentence response is expected.)

A non-probability that is similar to stratified sampling is quota, it is similar by grouping similar units together. Bu the difference is how they are selected.

Filter question (Pivot question)-

A question that screens out respondents who are not qualified to answer a second question.

How Valid Are Experiments?

An experiment is valid if: The observed change in the dependent variable is due to the independent variable; The results of the experiment apply to the "real world" outside the experimental setting.

Symptom-

An indication of a problem

customer relationship management (CRM)-

Companies use their internal databases for purposes of direct marketing and to strengthen relationships with customers

Which type of nonprobability sampling would be used in a busy pedestrian area or a shopping mall as the sample frame from which to intercept potential respondents?

Convenience sampling

Why is research design important?

Good research design is the "first rule of good research". Knowledge of the needed research design allows advance planning so that the project may be conducted in less time and typically at a cost savings due to efficiencies gained in preplanning.

Observation form-

If we observe respondents, the form is called an

Promotion Research

Investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions.

Which type of samples are purchased or procured from some company that has compiled email addresses of opt-in members of the population of interest?

List samples

Synthetic-

Marketing researchers often seek subjective views- Attitudes, opinions, perceptions, intentions- All unobservable, must measure- Tailor-made scales for the purpose- Often called workhorse scales of research

How to decide on the level of confidence to use?

Marketing researchers typically use 95% or 99%

Marketing research is sometimes wrong-

Most marketing research studies are trying to understand and predict consumer behavior, which is a difficult task.

Symbols of Experimental Design-

O = measurement, or observation, of a dependent variable X = manipulation, or change, of an independent variable R = random assignment of subjects to experimental and control groups E = experimental effect (change in the dependent variable due to independent variable)

What type of nonprobability sample would be used when a researcher uses his or her judgment or that of some other knowledgeable person to identify who will be in the sample?

Purposive sampling

Researchers can ________ when performing research on small populations.

Reduce a calculated sample size and save money

Three main criteria for selecting test-market cities-

Representativeness, degree of isolation, ability to control distribution and promotion

Selecting target markets-

Research shows that a significant segment has identifiable needs, then segment is growing. Ideal market -> needs not being met or met poorly by competition.

Product research-

Research that centers on evaluating product design, package design, product usage, and consumer acceptance of new and existing products.

How to determine the amount of acceptable sample error?

Researchers should work with managers to make this decision. 1. Expect the worst case 2. Guestimate the actual variability-worst case variability 50%-50%

How to balance sample size with cost of data collection?

Researchers should work with managers to take cost into consideration in this decision.

Traditional focus group-

Select 6 to 12 persons and meet in a dedicated room with one-way mirror for client viewing.

When is cluster sampling desirable?

Similar clusters can be easily identified.

Identifying market opportunities and Problems-

Some marketing research studies are designed to find out what consumers' problems are and to assess the suitability of different proposed methods of resolving those problems.

Distribution research-

Studies aimed at selecting retail sites or warehouse locations in support of the distribution channel.

Anchoring effect-

The first concept measured tends to become a comparison point from which subsequent evaluations are made

When is marketing research not needed?

The information is already available The timing is wrong to conduct marketing research Funds are not available for marketing research Costs outweigh the value of marketing research

Which is more accurate for sample size and accuracy?

The larger a probability sample is, the more accurate it is (less sample error). sample error formula: 1.96 x (sq. rt( (p*q)/n)))

In terms of accuracy, ________ the marketing decision maker desires the estimate to be, the larger must be the sample size.

The less accurate

Central Limit Theorem-

The theory that, as sample size increases, the distribution of sample means of size n, randomly selected, approaches a normal distribution.

What are the two most important steps and why?

The two most important steps are define the problem and collecting the data. The first important step is defining the problem, if you don't know the problem, then the research will not provide the right answers. The second important step is collecting the data allows you to store and analyze important information about existing and potential customers. This can be viewed as a benefit, because it can save your company money by building a database of customers for future marketing and retargeting efforts.

Natural question-

Time, money

Main uses of test markets-

To test sales potential for a new product or service To test variations in the marketing mix for a product or service

Monitor Marketing Performance

Tracking data collected at point-of-sale terminals as consumer packages goods are scanned in grocery stores, mass-merchandisers, and convenience stores Tracking social media

Estimate variability-

Use data from a previous study on the target population Conduct a pilot study of the target population Assume maximum variability (p and q=50%) Estimate standard deviation by dividing range by 6

sample size formula-

Variability: P x Q -Acceptable margin of sample error: e Level of confidence: Z Formula: n=z^2(pq)/e^2 n= the sample size z= standard error associated with the chosen level of confidence p= estimated percent in the population q= 100-p e= acceptable sample error expressed as a percent-associated with the survey

invitation to bid (ITB) or request for proposal (RFP)-

When a client first contacts a marketing research supplier to conduct research, the client will generally request a proposal prior to agreeing to work with the firm.

Marketing research system-

a collection of the results of marketing research studies conducted by a company

Sample frame-

a master source of sample units in the population

marketing opportunity-

a potentially favorable circumstance in which a company can perform successfully

market research

a process used to define the size, location, and/or makeup of the market for a product or service

confidence interval-

a range whose endpoints define a certain percentage of the responses to a question Formula: confidence interval= p+/- margin of sample error

case analysis-

a review of available information about a former situation(s) that has some similarities to the current research problem example: Apple introducing successive versions of the iPad, the company could examine the cases of the introduction of previous versions of the iPad to learn from mistakes and successes.

marketing intelligence system-

a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment

cookie-

a small text file that a web server stores on your computer

Sample-

a subset of the population that should represent the entire group Reasons for taking a sample- Practical considerations such as cost and population size Inability of researcher to analyze huge amounts of data generated by census

Questionnaire design-

a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions carefully, and organizes the questionnaire's layout

Shopalongs-

a type of research in which a researcher accompanies a shopper (with permission) on a shopping trip and observes and records the shopper's activities

Packaged information-

a type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users

disproportionate stratified sampling-

a weighted formula needs to be used because the strata sizes do not reflect their relative proportions in the population

Commonalities methods of marketing research:

a) All methods of measuring the value of research should explicitly link the research results to business impacts. b) All methods of measuring the value of research should demonstrate that something happened as a result of the research that would have happened otherwise, and quantify the financial value of that difference or the metrics should not demonstrate that risk was mitigated and quantify the financial value of that risk reduction.

unstructured observation-

all behaviors are observed and the observer determines what is to be recorded

decision alternatives-

all marketing action that the manager thinks may resolve the problem

Ethnographic research-

an approach borrowed from anthropology, is defined as a detailed, descriptive study of a group and its behavior, characteristics, and culture.

sampling error-

an error in a survey that occurs because a sample is used. 1. There is the method of sample selection 2. The other factor is the size of the sample

The American Community Survey-

an example of an official external secondary data source that is available for free from the U.S. Census.

social media data (user generated content)-

any information that is created by users of online systems and intended to be shared with others Examples: Reviews Tips New uses Competitors

Confidence interval approach-

applies the three concepts of accuracy (margin of sample error), variability, and confidence interval to create a "correct" sample size

Syndicated data-

are a form of external, secondary data that are supplied from a common database to subscribers for a service fee Advantages: Shared costs, Quality of the data collected is typically very high, and speed Disadvantages: Buyers have little control over what information is collected Firms often must commit to long-term contracts when buying syndicated data No strategic information advantage in purchasing syndicated data

Wearables, or wearable technology-

are clothing or accessories that are equipped with computer technology or sensors that allow the collection and sharing of data.

controlled test market-

are conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors. Disadvantage: the distribution network may or may not properly represent the firm's actual distribution system.

sample survey-

are cross-sectional studies whose samples are drawn in such a way as to be representative of a specific population. These studies are usually presented with a margin of error.

Internal secondary data-

are data that have been collected within the firm, such as sales records, purchase requisitions, and invoices. used for database marketing.

External databases-

are databases supplied by organizations outside the firm: Published sources Official data Data aggregators

Passive data-

are information that is collected without overt consumer activity.

Codes-

are numbers associated with question responses to facilitate data entry and analysis.

random numbers-

are numbers whose chance nature is assured

Incentives-

are offers to do something for the respondent to increase the probability that the respondent will participate in the survey. The first is ensuring anonymity. The second method is confidentiality. Anonymity means the respondent is not known and, therefore, may not be identified, while confidentiality means the respondent's identity is not to be divulged to a client or any other third party.

Unprobed-

are open ended and seek no additional information from the respondent

Fields-

are records composed of subcomponents of information.

Panels-

are samples of respondents who have agreed to provide information or answer questions at regular intervals

Data aggregators-

are services or vendors that organize and package information on focused topics

research objectives-

are specific and tell the researcher exactly what information must be collected to solve the problem by facilitating selection of an alternative.

Transitions-

are statements or questions used to let the respondent know that changes in question topic or format are about to happen. Response to a skip question affects which question will be answered next. The more complicated and difficult-to-answer questions are placed deep in the questionnaire.

Simulated test markets-

are those in which a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume. Disadvantage: The artificial conditions of a simulated test may not provide results that are as accurate as a standard test market.

laboratory experiment-

are those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable.

field experiment-

are those in which the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting **the experiment is invalid if it does not also have internal validity

dependent variable-

are those variables that are measured in response to changes in independent variable. Example: sales, market share, customer satisfaction, sales force, turnover, time spent on site.

extraneous variable-

are those variables that may have some effect on a dependent variable yet are not independent variables.

independent variable-

are those variables which the researcher has control over and wishes to manipulate.... the 4P's. For example: level of ad expenditure; type of ad appeal; display location; method of compensating salespersons; price; type of product.

Classification questions-

are used to classify respondents.

Screening questions-

are used to ferret out respondents who do not meet qualifications necessary to take part in the research study.

Experiment-

as manipulating an independent variable to see how it affects a dependent variable, while also controlling the effects of additional extraneous variables.

Continuous panels-

ask panel members the same questions on each panel measurement. example: panel members to record their purchases using diaries or scanners.

Funnel technique-

asking general questions before specific questions in order to obtain unbiased responses

Probed-

asks additional follow up questions.

Casual studies-

attempt to uncover what factor or factors cause some event

Laddering-

attempts to discover how product attributes are associated with consumer values.

Order bias-

bias caused by the influence of earlier questions in a questionnaire or by an answer's position in a set of answers

Big data-

can be defined simply as large amounts of data from multiple sources. The term has been popularized in recent years in response to the numerous types and huge amounts of data to which companies now have access in real time.

Categorical-

closed-ended question with options can be answered quickly and easily

Exploratory Research-

collecting information in an unstructured and informal manner Uses of Exploratory Research- - Gain background info - Define terms, but also demonstrate how these components maybe measured - Clarify problems and hypothesis - Establish research priorities Exploratory research methods- -secondary data analysis -experience surveys -Key-informant technique -lead-user survey -case analysis -focus groups

Mixed method research-

combination of both quantitative and qualitative research methods in order to gain the advantages of both

field service firms-

companies that specialize in data collection

Internal databases-

consist of information gathered by a company, typically during the normal course of business transactions.

focus group guide-

consists of major topics and questions that will be raised in the discussion

marketing strategy-

consists of selecting a segment of the market as the company's target market and designing the proper "mix" of the product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.

Population-

consists of the entire group about which the researcher wishes to make inferences based on information provided by the sample data.

Official statistics-

contain information published by public organizations, including government institutions and international organizations.

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. It is a good way to measure a brand, company, or store image. One concern with this type of scale is the halo effect, in which a general overall feeling about a brand or store could bias responses on its specific properties.

River samples-

created via the use of banners, pop-ups, or other online devices that invite website visitors to take part in the survey

before-after with control group-

design may be achieved by randomly dividing subjects of the experiment in two groups: Experimental group (R) O1 X O2 Control group (R) O3 O4 Formula: E=(O2-O1)-(O4-O3)

Measurement-

determining how much of a property is possessed by an object

skewed population-

distribution has a longtail on one end and a short tail on the other. They are inaccurate.

Record-

each unit of information in a database

Conventional sample size-

follows some "convention" or number believed somehow to be the right sample size

statistical efficiency-

for the sample size researchers may obtain equivalent precision among the strata

key-informant technique-

gathering information from those thought to be knowledgeable on the issues relevant to the problem

Internal Reports System-

gathers information generated within a firm, including orders, billing, receivables, inventory levels, stockouts, and so on

Experimental group-

group that has been exposed to a change in the independent variable

Marketing research online communities (MROCs)-

groups of people that are brought together online to interact, provide ideas and opinions, and complete tasks

nonsymmetric interval scale-

has mainly degrees of positive positions, would be more appropriate because most people do not think in degrees of negative importance

Multiple response-

has more than two options for the response

proportionate stratified sampling-

if the strata sizes are sealed to their relative sizes in the population

nonsampling errors-

in data collection will occur, so researchers must know the sources of these errors and implement controls to minimize them.

Likert scale-

in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree-disagree scale for each of a series of statements.

Secondary information-

information already collected- cheaper solution and easy to access

Primary Information-

information collected specifically for the problem at hand- more complex

Secondary data-

information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand. has many uses in marketing research and sometimes the entire research project may depend on the use of secondary data. Applications include economic-trend forecasting, corporate intelligence, international data, public opinion, and historical data. Advantages: 1) Secondary data can be obtained quickly; 2) compared to primary data, collecting secondary data is inexpensive; 3) for almost any application, some secondary data are readily available; 4) secondary data may enhance primary data by providing a current look at issues, trends, yardsticks of performance, and so on that may affect the type of primary data that should be collected; and 5) secondary data may be all that are needed to achieve the research objective. Disadvantages of Secondary Data- Reporting units may be incompatible Measurement units do not match Class definitions are not usable May be outdated May not be credible

Primary data-

information that is developed or gathered by the researcher specifically for the research project at hand.

non-probability sample-

instances in which the chances (probability) of selecting members from the population into the sample are unknown

Projective techniques-

involve situations in which participants are placed in (projected into) simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning Five common techniques- Word-association test, Sentence completion test, Picture test, Cartoon or balloon test Role-playing activity

social media monitoring or social media listening-

involves actively gathering, organizing, and analyzing social media data to gain consumer insights.

Data Analysis-

involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests

Thematic analysis-

involves examining qualitative data to uncover themes or common patterns across the data. A substantiating example is an example from qualitative data that provides evidence for a theme.

Physiological measurements-

involves monitoring a respondent's involuntary responses to marketing stimuli via the use of electrodes and other equipment •Pupilometer -- determines interest by measuring amount of dilation of the pupil of the eye. •Galvanometer -- determines level of excitement by measuring electrical activity on respondents' skin.

Protocol analysis-

involves placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision.

word-association test-

involves reading words to a respondent who then answers with the first word that comes to mind.

sampling error-

involves sample selection and sample size

random device method-

involves using a procedure or apparatus that assures that every member of the population has the same chance of being included in the sample.- also known as "probability device method"

Marketing Concept-

is a business philosophy that holds that the key to achieving organizational goals consists of the company's being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.

pretest-

is a dry run of a questionnaire to find and repair difficulties that respondents encounter while taking the survey.

behavioral economics-

is a field of study which integrates psychology with economics and other disciplines to understand decision making.

Area sampling-

is a form of cluster sampling - the geographic area is divided into clusters.

situation analysis-

is a form of exploratory research undertaken to gather background information and data that maybe helpful in properly defining the problem decision

experimental group-

is a group that has been exposed to a change in the independent variable.

Control group-

is a group whose subjects have not been exposed to the change in the independent variable. Control of extraneous variables is typically achieved by the use of a second group of subjects

action standard-

is a predesignation of some quantity of a measured attribute or characteristic that must be achieved for a research objective for a predetermined action to take place.

experimental design-

is a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable.

Weighted mean-

is a procedure that allows the estimation of the overall sample mean Formula: mean population=(Mean A)(Proportion A)+(Mean B)(Proportion B)

research design-

is a set of advance decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information. Objectives of Research Design- 1. To gain background information and to develop hypotheses 2. To measure the state of a variable of interest 3. To test hypotheses that specify the relationships between two or more variables for example: level of advertising and brand loyalty Research design: a caution- In many cases research is an iterative process. By conducting one research project, we learn that we may need additional research, which may result in using multiple research designs.

In-depth interview (IDI)-

is a set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves a certain way.

Marketing Information System (MIS)-

is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Have subsystems to provide the information necessary for a functional area within an organization. the subsystems: internal reports system, marketing intelligence system, marketing decision support system, marketing research system. They are not continuous, they have a beginning and an end.

Device ID-

is a unique identifier that can be traced back to a single device, such as a smartphone or a tablet

Construct-

is an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related What is the unit of measurement? What is the proper frame of reference?

Census-

is an accounting of the complete population. It is taken every 10 years by the U.S. bureau- all households in the U.S.

before and after testing-

is an experimental design in which a dependent variable is measured before and after an independent variable is changed.

marketing decision support system (MDSS)

is collected data that may be accessed and analyzed using tools and technology that assist managers in decision making

Basic research-

is conducted to expand our knowledge rather than to solve a specific problem.

applied research

is conducted to solve specific problems

The Internet of Things (IoT)-

is defined as the network of physical objects that are embedded with software or sensors that allow them to gather and distribute data.

A/B testing-

is testing two alternatives (A and B) to see which one performs better examples: test page designs, headlines, ad copy, and product descriptions-websites, Microsoft, Facebook, Google, and Amazon

Question bias-

is the ability of a question's wording or format to influence respondents' answers.

Data mining-

is the name for software that helps managers make sense out of seemingly senseless masses of information contained in databases.

Netnography-

is the name for the ethnographic study of online activities

Database marketing-

is the process of building, maintaining customer (internal) databases and other (internal) databases for the purpose of contacting, transacting, and building relationships. Example: data mining.

Marketing Research-

is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. Used by businesses to collect, analyze, and interpret information used to make sound business decisions and successfully manage the business. Uses 1) Identifying market opportunities and problems 2) Generating, refining, and evaluating potential market actions 3) Monitoring marketing performance

Sentiment-

is the ratio of positive to negative comments posted about products and brands on the web.

Neuromarketing

is the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, and brain activity Examples: •Neuroimaging, or viewing brain activity, may aid marketing researchers to better understand consumers' unconscious emotions. •Electroencephalography (EEG), or the measure of electrical activity in brains, is also used to measures consumers' responses to products and advertising. •Eye tracking is a technique for measuring eye positions and eye movement. Facial coding is a system that is used to measure universal expressions of emotions, such as happiness, sadness, fear, and surprise, by their appearance on faces

Marketing analytics-

is the term often used to refer to the management and analysis of data to improve marketing decisions.

Geodemographics-

is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants.

questionnaire

is the vehicle used to present the questions the researcher desires respondents to answer. a written set of questions to be answered by a research participant Must be worded objectively, clearly, and without bias in order to communicate with respondents Key Functions: •Translates the research objectives into specific questions asked of respondents •Standardizes those questions and the response categories so every participant responds to identical stimuli •Serves as an enduring record of the research •Depending on the data collection mode used, such as online, a questionnaire can speed up the process of data analysis •Contains the information on which reliability and validity assessments may be made

Casual Research-

is to test hypotheses about cause-and-effect relationships, such as "if x, then y." Is a relationship in which one or more variables affect one or more other variables. Are often determined by the use of experiments.

Random Digit Dialing (RDD)-

is used in telephone surveys to overcome the problems of unlisted and new telephone numbers.

Online panels-

large numbers of individuals who have agreed to participate in online surveys

Open Data Policy-

makes all data collected by the government "open by default" except for personal information or data related to national security

cross-sectional study-

measure units from a sample of the population at only one point in time (or "snapshot") Examples: magazines These studies are usually presented with a margin of error.

lifestyle inventory-

measures a person's activities, interests, and opinions with a Likert scale

Key performance indicators (KPIs)-

measures that provides scores of how well a company is performing relative to its objectives.

Subjective properties-

mental constructs cannot be directly observed because they are mental constructs such as a person's attitudes, opinions, or intentions. For subjective properties, researchers must translate mental constructs onto an intensity continuum.

cluster sampling-

method in which the population is divided into subgroups, called "clusters," each of which could represent the entire population

Direct observation-

observing behavior as it occurs

Indirect observation-

observing the effects or results of the behavior rather than the behavior itself Two types in this category: Archives Physical traces

standard test market-

one in which the firm tests the product or marketing mix variables through the company's normal distribution channels Disadvantages: competitors are aware of the new product or service

Ratio scales-

ones in which a true zero exists

probability sample-

ones in which members of the population have a known chance (probability) of being selected into the sample

Geolocation data-

or data that identifies the physical location of an electronic device, provides powerful information for companies.

point of sales (POS) data-

or data that is automatically collected as products are scanned when consumers buy products

nonsampling error-

pertains to all sources of error other than sample selection method and sample size

Questionnaire organization-

pertains to the sequence of statements and questions that make up a questionnaire Well-organized questionnaires motivate respondents to be conscientious and complete. Poorly organized questionnaires discourage and frustrate respondents and may even cause them to stop answering questions in the middle of the survey.

Question flow-

pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire •Warm-up questions are simple and easy-to-answer questions that are used to get the respondents' interest and to demonstrate the ease of responding to the research request.

Objective properties-

physically verifiable are physically verifiable characteristics such as age, gender, or number of bottles purchased.

Open-ended question-

presents no response options to the participant

Syndicated services data-

provided by firms that collect data in a standard format and make them available to subscribing firms - highly specialized and not available in libraries.

E-mail list samples-

purchased or otherwise procured from someone or some company that has compiled email addresses of opt-in members of the population of interest

Which of the following is TRUE with regard to variability?

q=100%-p

Interval scales-

rating scale for subjective properties in which the distance between each descriptor is one scale unit

Database-

refers to a collection of data and information describing items of interest. five ways that companies use their databases: 1. To identify prospects, such as sorting through replies to company ads to identify customers who can be targeted with more information 2. To decide which customers should receive a particular offer, such as sending a cross-selling suggestion two weeks after a sale 3. To deepen customer loyalty by remembering customer preferences and sending appropriately customized materials reflecting those preferences 4. To reactivate customer purchases, such as automatically sending out a birthday card 5. To avoid serious customer mistakes, such as charging a fee to one of the firm's largest customers.

Packaged services-

refers to a prepackaged marketing research process that is used to generate information for a particular user Advantages: the experience of the research firm offering the service Reduced cost of the research Speed of the research service Ability to obtain benchmarks for comparison Disadvantages: Inability to customize aspects of a project when using a packaged service. The company providing the packaged service may not know the idiosyncrasies of a particular industry. Marketing Applications: Measuring consumer attitudes and opinions Market segmentation (often using geodemographics) Monitoring media usage and promotion effectiveness Market tracking studies

Experience surveys-

refers to gathering information from those knowledgeable on the issues relevant to the research problem for example: elementary teachers might be surveyed to gather information about types of products that might be developed to help children learn.

Sample Accuracy-

refers to how close a random sample's statistic is to the true population's value it represents

variabilty-

refers to how similar or dissimilar responses are to a given question. P is greater than q

Posttest-

refers to measuring the dependent variable after changing the independent variable

Pretest-

refers to the measurement of the dependent variable taken prior to changing the independent variable

Micromarketing-

refers to using a differentiated marketing mix for specific customer segments, sometimes fine-tuned for the individual shopper

Stapel scale-

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

longitudinal study-

repeatedly measure the same sample units of a population over time. Since they involve multiple measurements over time, they are often described as "movies" of the population.

chain referral samples-

require respondents to provide the names of prospective respondents 1. find samples quickly 2. low cost 3. works for hesitant responders 4. able to access special populations Example: drug users

Purposive samples-

requires a judgment or an "educated guess" as to who should represent the population 1. typical individuals 2. divergent cases 3. Critical or key respondents 4. some other objective such as maximum diversity, as opposed to representation of the entire population

syndicated data-

research companies collect information and make it available to all those willing to pay a subscription

Qualitative research-

research involving collecting, analyzing, and interpreting data by observing what people do and say

Quantitative research-

research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved

descriptive research-

research that describes the phenomena of interest

Sample plan-

researcher goes through to draw and ultimately arrive at the final sample

structured observation-

researcher identifies beforehand which behaviors are to be observed and recorded

Validation-

researchers aim to minimize this possibility by undertaking a control

Validity-

researchers use a systematic process to assess the adequacy of the items used to measure a concept or construct.

Overt observation-

respondent is aware of observation, Nielsen's People Meters to monitor media to which a consumer is exposed, as an example

Reliability-

respondent responds in the same or a similar manner to an identical or nearly identical measure

Moderator-

responsible for creating the correct atmosphere in the group and guiding discussion

convenience sample-

samples drawn at the convenience of the interviewer- may misrepresent population Example: mall intercepts

Archives-

secondary sources, such as historical records, that can be applied to the present problem

stratified sampling-

separates the population into different subgroups and then samples all of these subgroups

Marketing research proposal-

serves as the basis of a contract as it documents what the marketing researcher proposes to deliver to the client for some consideration, typically a fee The Market Research Proposal- Elements include: Statement of the problem the research objectives the research method statement of deliverables cost timetable

Reporting-

sharing and presenting the results of the information that you researched on Its importance cannot be overstated because it is the report, or its presentation, that properly communicates the results to the client

Problem Statement-

should be developed that summarizes the problem succinctly. Is a concise description of the problem or opportunity that management is facing that requires research to make decisions.

Small population-

situation in which the sample exceeds 5% of the total population size

problems-

situations calling for managers to make choices among decision alternatives

Focus groups-

small groups brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem Advantages: •Can generate fresh ideas •Allow clients to observe their participants •May be directed at understanding a wide variety of issues •Allow fairly easy access to special respondent groups Disadvantages: •Representativeness of participants •Dependence on the moderator •Interpretation sometimes difficult Why should they be used? should be used when the research objective is to describe rather than predict. Not be used: Focus groups should not be used when the research questions require a prediction or when a major decision affecting the company's livelihood rests on the research results. Objectives: To understand consumer vocabulary, To reveal consumer goods, motives, perceptions, and attitudes about products or services, To understand findings from quantitative studies

Finite population multiplier-

small population sample size= sample size formula X sqr. N-n/N-1

Published sources-

sources of information prepared for public distribution and normally found in libraries or a variety of other entities, such as trade organizations.

Properties-

specific features or characteristics of an object that can be used to distinguish it from another object

Quota Samples-

specified percentages of the total sample for various types of individuals to be interviewed

Hypotheses-

statements that are taken as true for the purposes of argument or investigation

brand-switching studies-

studies examining how many consumers switched brands Part of continuous panels

Focus group report-

summarizes the information provided by the focus group participants relative to the research questions

Physical traces-

tangible evidence of some past event

Observation methods-

techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information Types of observation: -Direct versus indirect -Overt versus covert -Structured versus unstructured -In situ versus invented Appropriate conditions for use: -Short time interval ...event must begin and end in a reasonably short time. You cannot "observe" a process of purchasing that lasts months. -Public behavior ...cannot observe private behaviors. -Faulty recall conditions ...behaviors are so "automatic" that consumer cannot recall them. Techniques: Advantages: •Insight into actual, not reported, behaviors •No chance for recall error •Better accuracy •Less cost Disadvantages: •Small number of subjects •Subjective interpretations •Inability to pry beneath the behavior observed •Motivations, attitudes, and other internal conditions are unobserved

Blind Draw Method-

that is based off of randomly selecting while being blindfolded

Marketing-

the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

margin of sample error-

the amount of random sampling error in the results of a survey.

Sample unit-

the basic level of investigation

Marketing research links-

the consumer to the marketer by providing information that can be used in making marketing decisions

Sampling frame error-

the degree to which the sample frame fails to account for all of the population

external validity-

the extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the "real world"

internal validity-

the extent to which the change in the dependent variable is actually due to the change in the independent variable

Test marketing-

the phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting Advantages: -Test marketing allows for the most accurate method of forecasting future sales, and it allows firms the opportunity to pretest marketing-mix variables. Disadvantages: -Test markets do not yield infallible results -Competitors may intentionally try to sabotage test markets -Test markets bring about exposure of the product to the competition -Test markets may create ethical problems

Questionnaire development-

the practice of selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased

simple random sampling-

the probability of being selected into the sample is "known" and equal for all members of the population Formula: probability of selection=sample size/ population size

secondary data analysis

the process of searching for interpreting existing information relevant to the research topic for example: Google, books, journals, magazines, special reports, bulletins, and newsletters

Invented observation-

the researcher creates the situation

one-step area sample-

the researcher may believe the various geographic areas (clusters) to be sufficiently identical to allow concentrating his or her attention on just one area and then generalizing the results to the full population Clusters are not homogeneous

In situ observation-

the researcher observes the behavior exactly as it happens

two-step area sample-

the researcher selects a random sample of areas, and then, he or she decides on a probability method to sample individuals within the chosen areas Clusters are not homogeneous

statistical analysis-

the researcher wishes to perform a particular type of data analysis that has sample size requirements

Online focus group-

the respondents and/or clients communicate and/or observe by use of the Internet Advantages: •No physical setup is necessary •Transcripts are captured on file in real time •Participants can be in widely separated geographical areas •Participants are comfortable in their home or office environments •The moderator can exchange private messages with individual participants Disadvantages: •Observation of participants' body language is not possible •Participants cannot physically inspect products or taste food items •Participants can lose interest or become distracted

Covert observation-

the subject is unaware that he or she is being observed Example: mystery shopping

electronic test markets-

those in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services

Scale measures-

those in which the distance between each level is known

Market-tracking studies-

those that measure some variable(s) of interest—such as market share or unit sales—over time Part of continuous panels

Nominal measures-

those that use only labels Example: "male," "female,"

Ordinal Measures-

those with which the researcher can rank-order the respondents or responses Provides order: allows us to say one response is "greater/less than" the others.

Dichotomous-

two response options

Mobile ethnography-

type of marketing research in which respondents document their own experiences through their mobile phones

lead-user survey-

used to acquire information from lead users of a new technology

Metric question-

uses a numerical scale to measure the attributes of a construct under study

Discontinuous panels-

vary questions from one panel measurement to the next Demographically matched to some larger entity, implying representativeness. Represent sources of information that may be quickly accessed for a wide variety of purposes.

systematic sampling-

way to select a random sample from a directory or list that is much more efficient than simple random sampling Formula: skip interval=population list size/sample size

Sample size-

when sampling from small populations - Correction factor is used to modify sample size when using non-probability sampling - Must weigh value of information against cost of gathering information when sampling from panels - Panels are unique and may not be truly representative

surrogate measure-

which is some observable or easily determined characteristic of each population member, is used to help partition or separate population members into their various subgroupings.

Skip Logic vs. Display Logic-

•Skip logic lets the questionnaire designer direct the online survey to ask questions based on previous answers. •Display logic is similar to skip logic. The survey displays or asks questions that are appropriate based on the respondent's prior answers.

Four "Dos" and "Don'ts of Question Wording-

•The question should be focused on a single issue or topic. •The question should be brief. •The question should be grammatically simple. •The question should be crystal clear. •Do not "lead" the respondent to a particular answer •A leading question gives a strong cue or expectation as what answer to provide. •Do not use "loaded" wording or phrasing •A loaded question has buried in its wording elements a sneaky presupposition, or it might make reference to universal beliefs or rules of behavior. •Do not use a "double-barreled" question •A double-barreled question is really two different questions posed in one question. •Do not use words that overstate the case •An overstated question places undue emphasis on some aspect of the topic.