Chapter 10-11 Marketing Research

What does response latency assess? How is it measured?

Response latency asses the amount of time a respondent deliberates before answering a question. It is measured by response time

What is a disguised questionnaire? What are the ethical considerations in using disguise?

Disguised questionnaire is the amount of knowledge hidden from the respondent of the study. Disguised is useful when: - knowledge of the purpose of the study would cause the respondent to change their answers. - It is used to re-create a more natural environment for those participating in research.

When should a higher degree of structure be used with observational research? When might a lower degree of structure be used?

- A high degree of structure should be used when the researchers have a specific hypothesis in mind, more appropriate for descriptive and causal studies. - Low degree of structure would be useful in generating insights about the various aspects of the search and deliberation behavior

How can observational methods be classified? What are the key distinctions among the various types?

- Observational methods can be classified as structured or unstructured. - Structured means that the problem has been defined precisely enough so that the behaviors that will be observed can be specified beforehand. - Unstructured is more likely to be used in exploratory research because the problem has not been specifically defined.

What principle underlies the use of a galvanometer?

A galvanometer is used to measure emotional arousal in response to seeing or hearing an ad

What are mystery shoppers? What is their purpose?

A mystery shopper is a paid observer disguised as a shopper to evaluate important aspects of the shopping process.

How might a researcher combine different methods of communication in the same project? Give an example

A researcher may do an in person or phone interview and follow up with a mail or internet-based questionnaire.

What are the primary advantages and disadvantages of working in a natural setting as contrasted with a contrived setting?

Advantages/disadvantage of natural setting: - The recorded behaviors occur naturally without prompting from researchers. - Outside distractions may interrupt the accuracy of the study. Advantages/disadvantage of contrived setting: - Can control outside influences that might affect the observed behaviors. - May cause differences in behavior.

What is an eye camera?

An eye camera is a device used by researchers to study a subjects eye movements while he or she is reading advertising copy.

What is the role of bar-code scanners in observational research?

Each item scanned is a potential data point for the marketing researchers to analyze.

Why do you think Internet-based questionnaires are growing popularity?

Internet-based questionnaires are growing in popularity because online usage is increasing and more households are gaining internet access.

How do personal interviews, telephone interviews, mail questionnaires, and internet based questionnaires differ with respect to the following: a. Sample control b. Formation control c. Administrative control

Sampling Control: ability to obtain an accurate list of population members. - Personal Interview: ability to secure correct respondent - Telephone Interview: Ability to secure list of population members - Mail Questionnaires: Obtaining one or more accurate mailing lists of people in the population of interest. - Internet based questionnaires: Obtaining a list of email addresses, people have to have easy access to the internet. Formation Control: - Personal Interview: Ability to probe for detailed answers and clarify questions. - Telephone Interview: Ability to probe for detailed answers and flexibility of question sequencing. - Mail Questionnaires: protection from interviewer bias, ability to obtain personal information and ability to show visual displays. - Internet based Questions: Ability to handle complex information (WQ) and flexibility of question sequencing (WQ) Administrative Control: - Personal Interview: requires a lot of time and money. - Telephone Interview: requires less time, but has quality control requirements - Mail Questionnaires: Low response rates, problems with info control, low cost. - Internet based Questions: low cost, less time requirement, has quality control and computer support

Why are telephone interviews a popular choice for collecting communication data?

Telephone interview is a social process involving direct interaction. Response rates are reasonable and costs are much lower than personal interview

What are the advantages of higher degrees of structure? What do researchers gain through the use of lower structure?

The advantages of higher degrees of structure are: - Easy to administer - Little need for interviewer training - Greatly simplifies data coding and analysis - Greater reliability or consistency of the answers obtained Researchers gain through the use of lower structure a more accurate picture of the respondent true position on a certain issue, by not limiting a fixed set of replies and allowing open ended question.

What is voice-pitch analysis? What does it measure?

Voice-pitch analysis examines changes in the relative frequency of the human voice that accompany emotional arousal. It measures the difference between the personal abnormal frequency to his or her normal frequency.