Exam #2 Mktg Research

How to calculate response rate

# of complete surveys/ # of participates contacted= response rate

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Threats to internal validity

8 threats - Maturation, testing, instrumentation, selection bias, selection maturation interaction, history, statistical regression, mortality

Qualitative research focus group discussion

8-12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept Emphasis on group dynamics, interaction, and open discussion Key elements are moderator, discussion guide and focus group length

stratified random sampling

A form of probability sampling; a random sampling technique in which the researcher identifies particular demographic categories of interest and then randomly selects individuals within each category.

cluster sampling

A probability sampling technique in which clusters of participants within the population of interest are selected at random, followed by data collection from all individuals in each cluster.

What is thurstone scale

Also called equal appearing intervals, strength of the individual items is taken into account in computing the attitude score

What is validity

An attitude measure has validity if it measures what it is supposed to measure.

What is symbolic analysis?

Analyze the symbolic meaning of objects by comparing them with opposites

What is paired comparison?

Ask respondents choose one of the two items in a set based on a specific criterion or attribute.

Order of response categories

Can affect responses - To prevent order bias, randomize the categories, ask this question to different people with differently ordered categories 1. Screening questions at the beginning 2. Research Focused questions towards the middle 3. Sensitive questions near the end 4. Classification (demographic) questions in the end

Purchase intercept technique

Can assess both shopping behavior and reason behind it Aids buyer recall and minimize the time lapse between purchase and data collection Buyers are not the only decision makers

Limitations in observational methods

Cannot be used to observe motives attitudes or intentions Costly time consuming bias due to observant

3 conditions for causal relationships

Concomitant variation Time order of occurrence Elimination of extraneous factors

Length/# of questions questions

Do not ask too many questions

What are behavior recording devices

E.g. Cameras, eye-movement recorders

What is Elimination of extraneous factors

Evidence that there is no competing explanation for the relationship

What are laboratory experiments?

Experiments in which the experimental treatment is introduced in an artificial or laboratory setting • High internal validity • Results may not have external validity • greater control over the experiment

Qualitative methods?

FGD, IDI, Projective techniques

What is hidden issue?

Focus on personal concern instead of general lifestyle; understand respondents' feeling about sensitive issues in their lives; fantasies, childcare, daydreams, ideal world

# of response categories

Generally five to seven categories

How to improve response rates

Incentives, promised anonymity, length and questionnaire design, less intrusive questions

What are physical trace methods

Involves recording of natural residue of behavior E.g. The number of different fingerprints on a page was used to gauge the readership of various advertisements in a magazine Alcohol consumption in a town without alcohol stores has been estimated from empty bottles in the garbage

Commonly used techniques IDI qualitative research

Laddering, Symbolic analysis and Hidden issue

Things to avoid in designing a questionnaire

Leading questions Complexity: use simple, direct, conversational language Making assumptions Ambiguity: be as specific as possible Loaded questions Burdensome questions Double-barreled items

Omnibus surveys

Low costs - clients share costs Good solution if questions are limited Suitable for tracking and before-after studies

What is causal observation

Managers continually monitor competitive prices, advertising activity etc. to identify problems and opportunities.

What is an attitude

Mental state used by individuals to structure the way they perceive their environment and guide the way they respond to it.

What is a self administered survery

No interviewer is involved, survey is either emailed, faxed or handed over

What are all of the scales

Nominal, Ordinal, Interval and Ratio

Qualitative research individual in-depth interviews

Nondirective interviews: Respondent given maximum freedom to respond Semi-structured or focused individual interviews: Covers a specific list of topics or sub-areas

What is interval scale

Numbers used to rank objects also represent equal increments of the attribute being measured , differences can be compared, All statistical operations

What is nominal scale

Objects are assigned to mutually exclusive, labeled categories - Count, percentages

Primary data collection methods?

Observation and Questionnaire

Observation methods?

Observe behavior - Human, Machine

An experiment is a procedure in which...

One or more independent variables are systematically manipulated: the manipulation of the independent variable is called the treatment Data on the outcome are gathered - dependent variable Other variables that may influence the effect variable are controlled

Sources of survey errors and issues

Population, Respondent, Interviewer Nonresponse errors due to refusals Inaccuracy in response Unwillingness to respond accurately Interviewer error

What is ratio scale

Possible to say how many times greater or smaller one object is than another, Only scale that permits comparisons of absolute magnitude

Limitations of qualitative research

Potential susceptibility of the results to get misused or misinterpreted Results not necessarily representative of the whole population Moderator or interviewer's role is extremely critical and can lead to ambiguous or misleading results

Sampling procedures...

Probability and Non-probability sampling

4 ways to control threats to experimental validity

Randomization Matching Statistical control Design control

What is ordinal scale

Ranks objects or arranges them in order by some common variable - median , mode

What is generalizability

Refers to the ease of scale administration and interpretation in different research settings and situations.

Door to door surveys

Relatively expensive Comfortable environment for respondents Capable of complicated tasks Viable way for in-home product tests

Mall intercept surveys

Relatively low costs Sample is not representative of the general population

What are field experiments?

Research study in which one or more independent variables are manipulated by the experimenter under carefully controlled conditions as the situation will permit -Experimental treatment or intervention introduced in a completely natural setting -High External Validity and low internal Validity -Difficult to control

What is direct observation

Researcher observes actual behavior as it occurs. E.g. Store traffic, consumer movement form shelf to shelf

What is itemized category scales

Respondent selects from a limited number of categories

What is likert scale

Respondent specifies a level of agreement or disagreement with statements express either a favorable or an unfavorable attitude toward the concept under study.

What is rank order

Respondents compare two or more items and rank them.

Advantages in data collection & survey method

Speed, accuracy, efficiency, versatility, time, cost

Steps of designing the questionnaire

Step 1: Planning What to Measure - Translate research objectives into information requirements Step 2: Formatting the Question - Open ended, Closed ended, Both Step 3: Question Wording

What is laddering?

Step by step probing to the question that you are interested in, From product characteristics to user characteristics

Disadvantages in data collection & survey method

Survey errors and communication problems

Issues in Data Collection & Survey Method

Survey is the overwhelming choice of researchers for collecting primary data Used to Capture a Wide Variety of Information: Attitudes, Decisions, Measuring the relationship between actions & needs, desires, preferences, motives and goals, Lifestyles, Social contacts and interactions, Demographics

Quantitative methods?

Survey, Experiments

Types of surveys

Telephone interview, Self administered survey, Personal interview, Combination of survey methods

What is reliability

The consistency with which the measure produces the same results with the same or comparable population

What is sampling

The process of obtaining information from a subset of a larger group

Factors affecting response rate

Topic, amount of work, characteristics of sample, credibility of the org, motivation levels

How to calculate total error

Total error = sampling error + non sampling error

Qualitative methods projection techniques

Use when direct questions do not work i.e to extract subconscious information Presentation of an ambiguous, unstructured object, activity, or person that a respondent is asked to interpret and explain

What is semantic differential scale

Used to describe the set of beliefs that comprise aperson's image of an organization or brand.

Executive interviewing technique

Very expensive for arranging a meeting and traveling Long waiting time and cancellation are common Require best interviewers because decision-makers can be more knowledgeable on specific topics than interviewers

What is external validity

Whether the experiment results can be generalized beyond the experimental setting/real world

What is internal validity

Whether the manipulation of the independent variables actually cause the effect

Categories of Projective Techniques

Word Association Completion Test Picture Interpretation Third Person Techniques Role Playing Case Studies Other Projective Techniques

What is Time order of occurrence

X must occur before Y

Which of the following qualitative research methods is most appropriate to uncover the subconscious information? a. projective techniques b. personal interview c. focus group d. none of the above

a. projective techniques

Semantic differential scales can be used a. to compare the competing product images. b. without doing exploratory research to develop the scales. c. as long as group means do not need to be computed. d. All of the above

a. to compare the competing product images.

Questionnaire?

ask questions - Qualitative and Quantitative

High refusal rates a) are more likely in personal interviewing than in mail survey b) are not a problem in some surveys because those who refuse to participate can be replaced by cooperative respondents c) are a major source of error, since those who refuse to participate are likely to differ in important aspects from respondents are beyond a researcher's control d) none of the above

c) are a major source of error, since those who refuse to participate are likely to differ in important aspects from respondents are beyond a researcher's control

"Are you satisfied with the cost and quality of this T-shirt?" is an example of a __________ question. a) loaded b) leading c) double-barreled d) complexity e) none of the above

c) double-barreled

Random digit dialing is designed to a) increase the response rate in telephone surveys c b) reduce costs in telephone surveys c) increase the representativeness of the sample in the telephone interviews d) relate telephone sampling to street addresses rather than phone book numbers e) provide the best cost estimates from research suppliers

c) increase the representativeness of the sample in the telephone interviews

Nondirective interviewing... 1. is especially effective with busy executives .2. attempts to cover a specific list of topics or sub-areas. 3. gives the respondent maximum freedom to respond within the bounds of the topics of interest to the interviewer. a. 1 b. 2 c. 3 d. 1 and 2

c. 3

If a researcher needs to make comparisons of absolute magnitude, a ________ scale must be used. a. pictorial scale. b. semantic differential scale. c. ratio scale. d. constant sum scale. e. none of the above.

c. ratio scale.

The question of whether the results of an experiment apply to the real world refers to a) internal validity b) moderation effects c) interaction effects d) external validity e) none of the above

d) external validity

Which of the following conditions must a researcher reasonably satisfy in order to get meaningful survey results? a. The population has been correctly defined, and the sample is representative of the population. b. The respondents who are selected are willing to participate. c. The respondents understand the interviewers' questions and the interviewers correctly record the questions d. All of these

d. All of these

Purchase Intercept technique a. dominates the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview. b. It does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict response rates. c. is to schedule personal interview surveys with questions provided by a number of clients. d. combines both in-store observation and in-store interviewing to assess shopping behavior. e. none of the above

d. combines both in-store observation and in-store interviewing to assess shopping behavior.

What is constant sum scales?

divide a fixed number of points among two or more product attributes, based on the relative preference

Telephone interview became the _________ method for obtaining information from ________ samples. Random dialing procedure or select from a prespecified list

dominant and large

To infer a causal relationship, which of the following types of evidence does a researcher need? a) Evidence of a strong association between an action and an outcome. b) Evidence that the action preceded the outcome. c) Evidence of a high level of internal validity. d) Evidence that there are no strongly competing explanations for the relationship between an action and an outcome. e) All of these

e) All of these

What is qualitative research?

involves collecting and analyzing non- numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences

What is a construct

is an abstract idea specifically invented for a given research and/or theory-building purpose. Typical marketing constructs are brand loyalty, satisfaction, preference, awareness, knowledge

snowball sampling

recruitment of participants based on word of mouth or referrals from other participants

What is pretesting

refers to the testing of the questionnaire on a small sample of respondents to identify and eliminate potential problems

Advantages of qualitative research

skilled moderator, minority viewpoints may not be heard or exaggerated

Disadvantages of qualitative research

skilled moderator, minority viewpoints may not be heard or exaggerated

Larger the sample...

smaller is the sampling error

Causation means

that a change in one variable will produce a change in outcome.

What is Concomitant variation

two variables are correlated and will vary together in a predictable manner

Researcher's choice of survey depends on...

type of population, sampling, question form and content, response rates, costs and resources available, duration for data collection