marketing 340 final

what are the 4 examples of machine observers

1 traffic counters 2 The PeopleMeter (tries to match tv programs with demographic profiles) 3 scanner-based research (bar code) 4 physiological measurement devices

what is a population correlation

= p = rho = unknown

what is a sample correlation

= r = computed from a sample

correlation coefficients are always btwn what

-1 and 1

what are the 4 dimensions that classify observational research

1 human vs machine observation 2 natural vs contrived observation 3 open vs disguised observation 4 direct vs indirect observation

2 problems that can come with asking respondents questions

1 respondents make errors (memory errors or social desirability) 2 respondents cant answer

what are the 4 factors of experimental design. a set of procedures defining an experiment

1 the independent or predictor variables that are manipulated (x) 2 the subjects (ppl, stores ect) that participate in the experiment 3 a dependent variable that is measured (y) 4 a clever plan for dealing with extraneous factors - choose a good experiment design

in a brand awareness study, 25 of a group of 35 males identify the brand correctly and 15/35 females identify it correctly. the researcher wants to investigate whether the difference btwn men and women and their ability to identify the brand correctly or not when it comes to interpreting results from a cross tab, percentages can be computed in several diff ways. what is the correct % for the cell - "male identified brand correctly" a 62.5% b71.43% c35.71% d50% e57.14%

b 25/35 = 71.43%

what technique do you use if you have 2 interval/ ratio scaled variables

correlation coeff sample correlation = r population correlation = p - rho

when you wanna describe the relationship btwn 2 variables you complete the ?

correlation coefficient

what is a merger of 2 frequency tables

cross tab

what describes 2 nominal/ ordinal variables at the same time.

cross tabulation

which experimental design has the following symbols: experimental group: R O1 x O2 control group: R O3 04 a static group b posttest only control group design c one group pretest-posttest design d pretest posttest control group design

d

(t/f) when you start with analyzing data from a survey, it is best to start with bivariate analysis

false

laboratory experiments have (low/high) internal validity (low/high) external validity

high internal low external

what extraneous variable refers to specific events or factors that are external to the experiment but occur at the same time as the experiment.

history

a test statistic measures ..

how close the sample is to the null hypothesis

what asks "did you measure what u wanna measure"

internal validity

since a one shot design has no control or pretest, what kind of validity does it lack

internal validity and most likely external only good for suggesting causal hypothesis

what are the main drawbacks of physiological research

is the physiological change a valid measure for future sales or attitude change subjects are placed in artificial setting

experiments in marketing are either ... laboratory or field

laboratory = experiments conducted in a controlled setting field = experiments conducted outside a lab in an actual environment

correlation coefficient measures what

linear relationships only. nonlinear cant be measured with a linear correlation coeefficent

field experiments have (low/high) internal validity (low/high) external validity

low internal high external

when the pvalue is LARGER than the critical value ....

DO NOT reject the null

when the pvalue is LESS than the critical value ....

REJECT the null

what extraneous variable refers to changes in test units themselves that occur with the passage of time.

maturity ex: i am the same person but i give more effort during beginning of the study. not because of external distractions

measuring physiological reactions: what does a voice pitch analysis do

measures emotional reactions through physiological changes in a persons voice

measuring physiological reactions: what does a psychogalvanometer do

measures the galvanic skin response involuntary changes in the electrical resistance of the skin

natural vs contrived is ..

natural= researcher plays no role and those under observation should have no clue contrived= observation of an artificial situation (to speed up data collection, to control extraneous effects, to measure physiological reaction)

wheh X inc and Y tends to dec.. you have a ? correlation

negative

when higher values of x are associated with lower values of Y.. you have a ? correlation

negative

do you know the relationship btwn the variables in a cross tab

no

if knowing X doesnt help you know anything about Y.. you have a ? correlation

no correlation

what kind of data do you get from observational data

non verbal qualitative or quantitative past current or future

what does o represent

o = refers to the process of taking measurement on 'observing' the dependent variable

what is the systematic process of recording human behaviors of pattern of occurrences without normally communicating with the people involved

observational research

O1 X O2 is ..

one group pretest - posttest

what is a pre experimental design with a pre and post measurement but no control group

one group pretest - posttest

what design is used most frequently for testing changes in established products or marketing strategies

one group pretest - posttest the fact that the product was on the market before gives u O1 and post test is O2

X O1 is

one shot design

a pre experimental design with NO pretest observations, NO control group, and an after measurement only

one shot design

open vs disguised observation is..

open = people know theyre being watched disguised = people dont know theyre being watched

explain mystery shoppers (a type of human observer)

people who pose as customers and shop at a company's own store and its competitors purpose is to collect data about customer-employee interactions, compare prices, displays want to gather observational data about store

what extraneous variable is systematic differences between the test groups and control group due to a biased selection process

selection bias

what is it called if you have a strong positive correlation of 2 variables but they exist due to third variable

spurious correlation

in ? group extraneous variables are better controlled, but the 2 groups may be different before the experiment (lack of randomization - selection bias)

static group design

test units are NOT randomly assigned to treatment groups in what test

static group design

experimental group X O1 control O2 what is this

static group test

bivariate analysis

statistical investigation of the relationship of 2 variables

Explain ethnographic research (a type of human observer)

studies human behavior in its natural context goal: what makes people do what they do marketers often spend a lot of time with the customer involves informal interviews

guinea pig effect is

subjects change their normal behavior or attituted when they know theyre in an experiment

what is the correlation coefficient

summarizes the strength of linear association btwn 2 variables

(t/f) the correlation coefficient requires that data be measured on at least interval scales

t

what is correlation

the degree to which changes in one variable are associated with changes in another variable. allows us to infer traits about and predisposition of customers by asking just a few questions

measuring physiological reactions: what does a pupilometer do

the device observes and records changes in the diameter of the subjects pupils

(t/f) a sample of respondents is asked to taste 2 coffees (A or B) and choose the one they prefer. in order to investigate the difference between men and women and their choice between A or B coffee, you should use cross tab and a chi square test

true

(t/f) experimental research attempts to find causal relationships among variables

true

(t/f) lab experiments typically provide greater support for internal validity than external validity

true

what are machine observers

use a device to record aspects of behavior.

"install store layout A in store" = " measure satisfaction with respect to the several different dimensions in stores" =

x o

what is the independent variable

x the mover/ causer

what does x represent

x = indicated exposure to an experimental treatment

what is the dependent variable

y influenced/ moved

(t/f) in an observation study, we can observe behavior, physical personal characteristics, or cognitive phenomena

false

what are human observers

a marketing researcher (a person) observes people or phenomena

explain one-way mirrors (a type of human observer)

also can be cameras popular in focus groups

a marketing researcher downloads a data set from the internet about political attitudes. the sample has 100 respondents and had a likert scale. a researcher has info on what political party they are and what party they voted for. the researcher wants to investigate whether the people in this sample who voted which party in this election are equally likely to have a membership in that party which is true a this hypothesis can be tested with a ttest b for this study, the researcher doesnt have to worry about scale levels c a cross tab can be constructed to investigate d this is an ex of univariate e all of above

c

if the correlation coefficent between 2 variables is -.75 and the corresponding p-value from SPSS is 0.00 this means that a there is a weak positive relationship between the variables b there is a strong neg relationship between the variables c there is a weak neg relationship between the variables d there is a strong positive relationship between the variables

c

in a brand awareness study, 25 of a group of 35 males identify the brand correctly and 15/35 females identify it correctly. the researcher wants to investigate whether the difference btwn men and women and their ability to identify the brand correctly or not the Pvalie corresponding to the computed value of the chi-squared test statistic in the prev question is .018 the researcher had decided to use a sig level of 1% the researcher should a reject the null hypothesis b accept the null c not reject the null d do not reject the alternative e none

c do not reject

"when the occurrence of x inc the probability of the occurrence of y" = ?

causality

cons of observational methods

cognitive phenomena (motivations, attitudes, intentions, feelings) cant be observed may be contrived - observed behavior may be different than real world situation may be $$ and time consuming - observed bias possible (interpretation of data may be a prob and not all activity can be recorded) only public behavior is observed (possible invasion of privacy)

list the main pros of observational data:

communication with respondent isnt necessary (bc you get nonverbal data) -actual behavior doesnt lie (avoid social desirability) - no need to rely on respondents memory certain data may be obtained more quickly and accurately observation methods are often combined with -experimental methods to create contrived (Artifical) situations -surveys to provide supplemental evidence

what technique do you use if you have one nominal/ ordinal value and one interval/ ratio variable?

compare means and use a Z test to test for difference in those means for the population

a market researcher for sears investigates whether people with a college degree spend more money than people without a degree. Which of the following isnt true a the null hypothesis is H0: μ1 = μ2 b a pvalue can be computed from a test statistic to test H0 c the test statistic you use for this scenario is the t-test statistic d there are 3 variables involved here: people with a college degree, people without a college degree and amount of $ spent e all of the about

d varibales = t-test group h0: μ1 =μ2 p val comes from ttest

Using a stopwatch to determine the average waiting time for a customer at a drive-through location at McDonald's is an example of what type of observation?

direct observation

direct vs indirect observation is..

direct= observe the actual behavior indirect= infer behavior through some record of past behavior (aka physical trace evidence)

what are testing effects

effects that are a by product of the research process ex - milgram experiment

what are the 3 examples of human observers (list them)

ethnographic mystery shoppers one way mirror

what is a research approach in which one or more variable manipulated (x) and the effect on another variable (y) is observed

experiment

what asks " can you extend your results to the real world"

external validity

what are all variables other than X and Y

extraneous variables

(t/f) correlation always means that a causal relationship exists between 2 variables

false

(t/f) eye tracking monitors are only effective in measuring ad effectiveness

false

(t/f) if the value of r = -1.0 there is a perfect positive relationship between the 2 variables under study.

false

(t/f) in an experiment, the researcher manipulates the dependent variable and measures the effect on the independent variable

false

positive correlation = no correlation= negative correlation=

positive correlation = correlation larger than 0 no correlation= correlation close to 0 negative correlation= correlation less than 0

experimental: R X O1 control: R X O2

post test only control group

what is an experiment design that has Random Assignment of subjects to experimental and control groups but no premeasurement of the dependent variable

post test only group design

what is the diff btwn post test only group design and pretest post test

post test only group design is shorter. offers time and cost advantages ppl are less likely to drop out cant always get a pre test

what are 2 designs that are better in controlling extraneous variables and why

pretest - posttest control group post test only control group bc a control group is used and subjects are randomly assigned to treatment groups

what is an experiment design that involves Random Assignment of subjects or test units to experimental and control groups and post measurements of both groups

pretest post test

experimental: R O1 X O2 (O2-O1) = ? control : R O3 O4 (O4-O3) = ? IS..

pretest post test control group

what are studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner

quasi experiments

when extraneous variables are not adequately controlled for and no randomization is employed..

quasi experiments

What does R represent?

random assignment of tests units to treatments

what are possible solutions to deal with selection bias

randomization or matching

measuring physiological reactions eye tracking monitors

records how the subject actually reads or views a web page, ad, ect measures unconscious eye movements

what is external validity

refers to whether the cause and effect rltnship found in the experiment can be generalized

internal validity is

refers to whether the manpulation of the indep variables or treatments actually caused the observed effect on the dependent variables

human vs contrived observation is useful for..

routine repetitive behavior for hard to observe physiological changes may be more intrusive/ expensive than human observation