MKT 232 Hurley Exam 2

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.

For Do Not's of Question Wording

1. Do not lead the respondent to a particular answer. 2. Do not use loaded wording or phrasing. 3. Do not use a double-barreled question. 4. Do not use words that overstate the case.

Question Evaluation Technique Methods

1. The question should be focused on a single issue or topic. 2. The question should be brief. 3. The question should be grammatically simple. 4. The question should be crystal clear.

95% confidence interval

1.96

In this problem, we are examining a small population sample size where N = 750 people. Using the sample size formula, first determine the sample size required (n) given a 95% level of confidence required, a p level of 90% indicating low variability, and an acceptable margin of sample error set to be 5%. Now that you have determined the sample size required (n), adjust for the small size population sample given that the total population is 750 people (N). The required small size population sample is ________.

125

99% confidence interval

2.58

The following question was posed to a sample of 1,000 respondents. "The next time you order a sub sandwich, you will order from Subway"; 50% answered Yes; while 50% answered No;. Calculate the margin of sample error given a z-value of 1.96.

3.1%

Using the sample size formula, determine the sample needed given a 95% level of confidence required, a p level of 90% indicating low variability, and an acceptable margin of sample error set to be 10%. The sample required is: ________ respondents.

35

Using the sample size formula, determine the sample needed given a 95% level of confidence required, a p level of 50% indicating high variability, and an acceptable margin of sample error set to be 5%. The sample required is: ________.

385

How many people should be in a focus group?

6-12 people

The following question was posed to a sample of 100 respondents. "The next time you order a sub sandwich, you will order from Subway." 80% answered "Yes" while 20% answered "No". Calculate the margin of sample error given a z-value of 1.96.

7.84%

Online focus groups have the following advantages over traditional focus groups EXCEPT for which of the following?

Body language visible and apparent

A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants. This is an example of: _________.

Conducting quantitative and qualitative research simultaneously

Interval Scale

Likert Scale, Stapel, Semantic Differential

Techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented is: __________.

Observational research

Which of the following is NOT among the four methods of data collection?

Proxy-assisted surveys

Collecting, analyzing, and interpreting data by observing what people do and say is best described as: ______________.

Qualitative research

When Procter & Gamble is interested in improving its Ultra Tide laundry detergent, it may invite a group of age 30- to 45-year-old women to brainstorm how Ultra Tide could perform better or how its packaging could be improved or to discuss other features of the detergent. What type of research method are they using?

Qualitative research

The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed.

Quantitative

Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is: _______.

Quantitative Research

Where should a focus group meet?

a designated room with a one-way mirror for client viewing

Halo Effect

a general feeling about a store or brand that can bias a respondent's impressions on its specific properties

Cartoon or Balloon Test

a line drawing with an empty "balloon" above the head of one of the actors is provided to subjects who are instructed to write in the balloon what the actor is saying or thinking

picture test

a picture is provided to participants who are instructed to describe their reactions by writing a short story about the picture

In-depth interview

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

Census

accounting of the complete population

Over and above the expense associated with person-administered surveys, there are other disadvantages. Which of the following is NOT a disadvantage of person-administered surveys?

adaptability

Unstructured Observation

all behavior is observed and the observer determines what is to be recorded

Finite Multiplier

an adjustment factor that is approximately equal to the square root of that proportion of the population not included in the sample

Sampling error

any error in a survey that occurs because a sample is used

Validity

assessment of the exactness of the measurement relative to what actually exists

Laddering

attempts to discover how product attributes are associated with consumer values

Sample Unit

basic level of investigation

subjective properties

cannot be directly observed because they are mental constructs such as a person's attitude or intentions

________ allows for recruitment and training to be conducted at a central location, monitoring of the actual interviews by a supervisor, checking of completed interviews "on the spot," and control of interviewers' schedules.

central location telephone surveying

Qualitative Research

collecting, analyzing, and interpreting data by observing what people do and say (focus groups, in-depth interviews)

Walmart uses "secret" shoppers to observe and record sales clerks' assistance, courtesy, friendliness, and efficiency. This is an example of what type of observational research?

covert observational research

River samples

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

The ________ of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market.

demographic and buyer behavior characteristics

ethnographic research

describes a detailed, descriptive study of a group and its behavior, characteristics, culture and so on

Measurement

determining how much of a property is possessed by an object

Scale Measures

distance between each level is known

Pre-testing

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

Margin of Sample Error

e= margin of sample error n= sample size q= 100-p p= typically answered yes z= confidence level

Self-administered surveys have several important advantages. Which of the following is NOT one of these important advantages?

enhanced monitoring ability

Population

entire group under study as specified by the objectives of the research projects

A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually: _____________.

for convenience and to gain economies of scale.

Computer-assisted surveys

fully automated survey and online surveys

self-administered survey

group self-administered surveys, drop-off survey, mail survey

Computer-administered surveys provide a variety of advantages. Which of the following is NOT one of those advantages?

high qualification rates of respondents

If ________ is at hand, research that is representative of some population and that has some known margin of error (quantitative research) should be used.

high-stakes decision

Sample Accuracy

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

One of the main advantages of online communities is that they are ________, allowing a wide variety of data to be collected, including posts, photos, and videos.

inexpensive and flexible

nonprobability sampling

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

Online panel samples

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

Online surveys have major advantages, which include: __________.

low cost, speed, real-time access to data

The "man-on-the-street" interview is closest to which data collection mode?

mall-intercept interview

Sample frame

master source of sample units in the population

Neuroimaging

may aid marketing researchers to better understand consumer's unconscious emotions

semantic differential scale

measurement of the meaning of an object, concept, person or experience (high prices -- low prices)

Facial Coding

measures universal expressions of emotions, such as happiness, sadness, fear and surprise, by the appearance on faces

Cluster sampling

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

How many focus groups should be conducted?

more than one

Staple Scale

no neutral number

Coding the Questionnaire

numbers associated with a question responses to facilitate data entry and analysis

Direct Observation

observing others behaviors as it occurs

Indirect Observation

observing the effects or results of the behavior rather than the behavior itself

Probability samples

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

Drawbacks of ________ include sample representativeness, respondent validation, and difficulty in asking probing types of questions.

online interviews

Which survey technique is generally believed to obtain response quality equal to telephone surveys?

online surveys

Role Playing Activities

participants are asked to act in "third person" to describe how they would react in a certain situation or to a specific statement

When an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers without the use of a computer this is what type of data collection?

person-administered survey

Objective Properties

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

Simple random sampling

probability of being selected into the sample is "known" and quell for all members of the population

Email 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

Nonresponse survey

questionnaires that are not returned

word association test

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

Appropriate use of the finite multiplier formula will ________ when performing research on small populations.

reduce a calculated sample size and save money

Chain referral sampling

require respondents to provide the names of prospective respondents

Purposive sampling

requires a judgement or an "educated guess" as to who should represent the population

Structured Observation

researcher identifies beforehand which behaviors are to be observed and recorded

In Situ Observation

researcher observes the behavior exactly how it happens

Likert Scale

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

sentence completion test

respondents are given incomplete sentences and asked to complete them in their own words

Reliability

responds in the same or very similar manner to an identical or near-identical question

What objective would a company have by using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service?

reveal consumer needs, motives, perceptions, and attitudes

Convenience Samples

samples drawn at the convenience of the interviewer

Stratified Sampling

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

Data collection method choice is shaped by ________ such as cultural norms and/or communication or other systems that are in place.

situational factors

Large sample size bias

size of the sample has nothing to with its representativeness. Sample size affects the sample accuracy

Focus Groups

small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem

Properties

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

Quota sampling

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

All of the following are types of neuromarketing EXCEPT which one of the following?

stimulus imaging

Sample

subset of the population that should represent the entire group

Accuracy of a census

taken every 10 years

Eye-tracking

technique used for measuring eye positions and eye movement

Sample frame error

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

Incidence rate

the percentage of the population that possesses some characteristic necessary to be included in the survey

Invented Observation

the researcher creates the situation

Mall-intercept survey

the respondent is encountered and questioned while he or she is visiting a shopping mall

Neuromarketing

the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, and brain activity

Ordinal Scale

those in which the researcher can rank-order the respondents or responses

Nominal Scale

those that use only labels

Self-selection bias

those who do respond are probably different from those who do not fill out the questionnaire and return it

Rising nonresponse rates have caused marketing researchers to rethink the use of: ___________.

traditional data collection methods

Nielsen Media Research uses a device that is attached to a television set to record when and to what station a set is tuned. The type of observational research that this represents is: __________.

unstructured observational research

Quantitative Research

use of structured questions in which response options have been predetermined and a large number of respondents are involved (telephone survey, self-administered survey)

Systematic sampling

way to select a random sample from a directory or list that is much more efficient than simple random sampling