MKT 421 test 1
Experience Survey
A researcher wants to speak one on one to the Information Systems Managers at a few large corporations about the process by which network servers are purchased by the IS department. This method is called a(n)
Sensitivity
A scale's ability to detect differences across people for attitude being measured
Random Sampling Error
A statistical fluctuation that occurs because of chance variation in the elements selected for the sample
-McDonald's starting breakfast/value meals before anyone else -Netflix -Pepsi
An example, from class, of successful Marketing research is:
Ordinal
Annual Household Income: ___ Under$24,999 ___$25,000-$49,999 ___$50,000-$74,999 ___$75,000-$99,999 ___$100,000-$124,999 ___Over $125,000
Forced Response
Choice does not give a neutral category "What is your overall rating Bing in comparison with other search engine sites? Much worse Worse Better Much better
- Attributes - Behavioral Variables -Beliefs and attitues
Classes of Variables
at the end of questionnaire
Demographic questions should?
Attributes
Demographics (age, gender, race, income)
Nominal
Did you claim a tax deduction for a charitable contribution in the last year? ___Yes ____No
Administrative Error
Improper administration of the research task
Leading Questions
Leading you to answer the question with specific examples in mind "Isn't it a shame that thousands of stray animals don't have a home?"
Leading/loaded
Most students drink beer, like Pabst Blue Ribbon, on weeknights. This question is:
should come late in the survey
Sensitive questions should?
Survey
Structured questionnaires that ask respondents for information using verbal or written questioning
Social desirability bias
The fact that research results show that the gym is the #1 amenity at hotels although only 11% of people ever use the gym is an indication of _____ in the research.
Editing
The process of examining the collected responses and taking whatever corrective action is necessary to ensure that the data are of high quality is known as
Nominal
The zip code for your home address: _____________
Nominal Ordinal Interval Ratio
4 Types of scales
Response Bias
A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresent the truth
All the above
A case study can be an in-depth examination of a. a customer. b. a store. c. a salesperson. d. a firm. e. All of these choices are correct
Respondent Error
A classification of sample bias resulting from some respondent action or inaction
Distribution Research
A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. Which type of research is being performed?
Ratio
About how much money did you donate to charity/non-profit organizations last year? $__________
Pretesting
Administering a questionnaire to a limited number of potential respondents in order to determine design flaws in the questionnaire is known as:
a consumer responding to a questionnaire about advertising
All of the following are examples of an observational study EXCEPT: a. a mystery shopper pretending to be a customer in a McDonald's outlet b. a cable laid across the street that records the number of cars that pass a certain intersection c. scanning and recording bar codes of products purchased d. a consumer responding to a questionnaire about advertising
New Coke Tequila tasting at mall @ 10AM
An example, from class, of UNsuccessful Marketing research is:
Defining the sample
Asking people in the mall at 10:00 a.m. on a Saturday Morning to fill out a survey about their Tequila preferences probably constitutes a problem in:
Measurement
Assignment of numbers to responses, based on a set of guidelines
Ratio Scale Properties
categories have order, can determine distance between scale items, can determine strength of response
Interval Scale Properties Book calls them category scales
categories have order, can determine distance between scale items, cannot determine strength of responses
Ordinal Scale Properties
categorize responses, categories have order, cannot determine distance between scale items
Unbalanced Scale
Bias becomes likely, except for when unbalanced is recommended how was your experience? poor fair good very good excellent
Likert Scale Semantic-Differential Scale
Commonly used multiple-item scales?
Personalize if possible, identify organization, clearly state study's purpose, confidentiality, time required to complete survey, compensation/incentive, completion date, how to return the survey
Cover Letter Aspects
A detailed description of what the team hopes to find out from the data
Cover Letters should contain the following information except
Primary data
Data obtained from direct contact with your consumers is known as
easy, simple, not controversial
First question of a survey should be?
• Age • Gender • Income
Give me an example of a demographic question
Beliefs and Attitudes
Harder to measure, what respondents believe to be true, opinions, what they intend to do, feel is right or wrong
Collectively Exhaustive
How many days in the last year did you have trouble finding parking on campus? ________
5-9
How many scale positions?
Open-ended Fixed alternative questions
How should questions be phrased?
Interval
I love beer. Strongly Disagree Disagree Neutral Agree StronglyAgree
Avoid Ambiguity
If subjects have to interpret what you mean, the question will lack reliability. "How many years have you been playing tennis on a regular basis?"
Collectively Exhaustive
If the response choices, when taken together, provide for every possible answer a respondent might give, we say that the response choices are:
Leading
Isn't it true that most students will drink whether or not they get the alcohol on campus? This question is:
What should be asked? How should questions be phrased? Sequence of questions? How should it be pretested? Does it need to be revised
Major decisions in questionnaire design
Ratio
Number of children in household under 18? _____
Non-Forced Response
Offers a neutral category about responses "what is your overall rating Bing in comparison with other search engine sites? Much worse Worse Neutral better much better
Shows extremes in viewpoints, under representation, over representation,
One reason why Non-respondents are a problem with research studies?
shouldn't be first or last on the questionnaire
Open ended questions should?
Ordinal
Please rank how important each of the following is to you in your decision to purchase a car, with a "1" meaning most important, a "2" meaning second most important and so on... ______Price ______Brand Name ______Safety Features ______Appearance ______Gas Mileage
Loaded Questions
Questions that are emotionally charged or suggest socially desirable answers "Do you feel that limiting taxes by law is an effective way to stop the government from picking your pockets everyday?"
Systematic Error
Results from some imperfect aspect of the research design or from a mistake in the execution of the research
Should be asked in the middle of your survey
Sensitive Questions, or questions that ask about confidential or embarrassing issues
Nominal Scale Properties
Simplest type of scale, numbers are arbitrary placeholders, categorize responses into mutually exclusive categories, categories cannot be arranged into greater than/less than
Double barreled
Students and Faculty appreciate a beautiful campus. (Strongly Disagree----------Strongly Agree) This question is:
all the above
The following are all exploratory research methods Except: a. Focus Groups b. In-depth Interviews c. Experience Surveys d. Case Studies e. All of the above are exploratory research methods
Nominal
Which charities/nonprofit organizations did you make monetary donations to in the last year? ______________________________________
Basic research is conducted to generate or create knowledge.
Which of the following best describes basic research?
All the above
Which of the following can be used for exploratory research? a. Talking with knowledgeable individuals b. Focus group interviews c. Case studies d. Observational studies e. All of these choices are correct.
minimize the use, but if necessary have CLEAR instruction
should you use skip patterns?
All the above
Which of the following considerations influences the worth of a marketing research project? a. Management's attitudes toward the research b. The cost versus the benefits of the research c. The potential usefulness of the results d. The resources available for implementation of the results e. All of these choices are correct.
Forced choice scales
_______ scales do not give a "neutral" category option to respondents
Systematic error
______results from some imperfect aspect of the research design or from a mistake in the execution of the research
Behavioral variables
frequency of usage, visits, purchase history, amount spent, etc
Avoid Burdensome Questions
taxing the respondent's memory will lead to non-response "how many times have you eaten at chic-fil-a?"
Moderator
The trained researcher who leads the discussion in a focus group interview is known as
Coding
Transforming data responses into a form that is suitable for data analysis is known as
-Interviewer cheating -Data processing error -Sample selection error -Interview error
Types of Administrative Error
-Acquiescence Bias -Extremity Bias -Interviewer Bias -Social Desirability Bias
Types of Response Bias (deliberate or unconscious)
Door-to-door Mall intercept Telephone Main Questionnaire Internet Questionnaire (don't use this one)
Types of survey research
Disgusting
What is the Loaded word in the following Question: Would you support closing the disgusting movie theater on Highway 5?
Complex
What operating system is running on your current home computer? This question is:
Cover Letter
What's the first thing respondent's see?
Mutually exclusive
When a respondent's answer must fit one and only one response category, we say that the choices are:
Mutually exclusive
When the response choices for a question do not overlap, we say that the response choices are:
At the end
Where do demographic questions go in a survey?
Avoid making assumptions
avoid all superlatives if they are unnecessary Indicate how much you agree with: "New Orleans is still suffering the devastating effects of Hurricane Katrina"
Double-Barreled Items
two questions in one "do you feel that firms today are concerned about their employees and customers?"
7th grade reading level avoid technical jargon, use simple language
what type of language should be used in a survey?