module 2 test - marketing research

The authors stated that, compared to observation or qualitative methods, surveys have six advantages. What are the six advantages? Which one is the most important advantage?

(1) standardization; (2) efficiency; (3) ease of administration; (4) ability to tap the "unseen"; (5) suitability to tabulation and statistical analysis; and (6) sensitivity to subgroup differences

What are the advantages and disadvantages of focus groups?

(1) they generate fresh ideas(2) they allow clients to observe participants(3) they may be directed at understanding a wide variety of issues, such as reactions to a new food product, brand logo, or television ad(4) they allow fairly easy access to special respondent groups such as lawyers or doctors, where it would otherwise be very difficult to find a representative sample of these groups

What are the advantages and disadvantages of in-office surveys?

+ interviewing businesspeople face-to-face has essentially the same advantages and drawbacks as in-home consumer interviewing.-: in-office personal interviews incur costs because of difficulties accessing qualified respondents, locating those people within a large organization may be time consuming.

What are the advantages and disadvantages of computer-administered surveys?

+: As we just noted, computer-administered surveys provide a wide variety of user-friendly features. They are highly efficient, and most respondents are comfortable with most computer-administered survey topics. -: require computer- literate and internet- connected respondents, respondent misrepresentation

What are the advantages and disadvantages of person-administered surveys?

+: They offer feedback, rapport, quality control, and adaptability.9 The presence of an interviewer allows for on-the-spot instructions and helps respondents to stay on task. -: The drawbacks to using human interviewers are human error, slowness, cost, and interview evaluation.

What are the advantages and disadvantages of mall-intercept surveys?

+: low cost, presence of an interviewer who can interact with respondents -: sample rep is an issue since most malls draw from a close proximity to their location, some people shop at malls more frequently than others, and have a greater chance of being interviewed

Q1. What are the advantages and disadvantages of self-administered surveys?

+: reduced cost, respondent control, and no interview evaluation apprehension. -Lack of Monitoring, and high questionnaire requirements.

What are mall-intercept surveys? Are mall-intercept surveys person-administered surveys or computer-assisted surveys? Explain your answer

- person administed/ computer assisted - Mall-intercept interviews are conducted in large shopping malls, and they are less expensive per interview than in-home interviews.

What are the advantages and disadvantages of in-home surveys?

- take longer to recruit participants for and researchers must travel to and from respondents home - cost is high -In-home interviews facilitate interviewer-interviewee rapport.

What are semantic differential scales? What do they measure?

-a specialized interval scale format that has sprung differently from the problems of translating a persons qualitative judgements into metric estimates -a good way to measure a brand, company or store image

What is a leading question? What is a double-barreled question?

-gives a strong cue or expectation as to what answer to provide,41 and therefore creates biased responses. -really two questions posing as one.44 When two questions are posed together, it is difficult for a respondent to answer either one directly

What is a loaded question? What is an overstated question? How do they differ?

-has buried in its wording a sneaky presupposition, or it might make reference to supposedly universal beliefs or rules of behavior. It may even apply emotionalism or touch on a person's innermost fears -laces undue emphasis on some aspect of the topic. It uses what might be considered "dramatics" to describe the topic

What are scale measures? What are ratio scale measures? Are there any ratio scale measures in Figure 8.1? Why or why not? What are interval scale measures? Are there any interval scale measure in Figure 8.1?

-scale measures are those in which the distance between each level is known -ration scales have a true zero point -Interval scales are used to measure unobservable constructs scale measure questions: - please rate each of the following television shows in terms of your overall enjoyment - indicate your degree of agreement with each of the following statements - please rate the chevy Camaro by selecting the position that best corresponds to your evaluation of each item listed

. According to the authors, mail surveys have two major problems. What are the two problems? Do other survey method also suffer from the two problems? Why or why not? Are there any solutions to the two problems? Why or why not

1. non response- questionnaires not returned 2. self- selection bias- those who do not respond are probably different from those who do not fill out the questionnaire and return it

2. The authors discussed the concept of incident rate when discussing other considerations in choosing the survey method. What is incident rate? Provide some examples.

2. The authors discussed the concept of incident rate when discussing other considerations in choosing the survey method. What is incident rate? Provide some examples.

How many people should be in a focus group? Who should be in the focus group?

6-12 people Ideally, focus group members should be homogeneous in some way.

What are Staple scales? What do they differ from semantic differential scales? Which one is better?

A Stapel scale has numbers that range from a minus end to a corresponding plus end, with or without a zero as the midpoint. -Stapel scale is easier to construct than a semantic differential scale because the researcher does not need to come up with bipolar adjectives for each attribute. It `

What is a mystery shopper? Are covert observation ethical?

A mystery shopper is a paid consumer who is hired to shop in stores and collect data. Covert observations problematic since it denies the principle of informed consent and thus constitutes a violation of personal privacy.

What is a pretest? Why do researchers conduct pretests?

A pretest is a dry run of a questionnaire to find and repair difficulties that respondents encounter while taking the survey.

What is a questionnaire? What are the six key functions of a questionnaire?

A questionnaire presents the survey questions to respondents. A questionnaire serves six key functions: (1) It translates the research objectives into specific questions asked of respondents; (2) It standardizes those questions and the response categories, so that every participant responds to identical stimuli; (3) By its wording, question flow, and appearance, it fosters cooperation and keeps respondents motivated throughout the interview; (4) It serves as an enduring record of the research; (5) Depending on the data collection mode used, a questionnaire can speed up the process of data analysis; and (6) Finally, it contains the information on which reliability and validity assessments may be made. In other words, questionnaires are used by researchers for quality control.

What are telephone surveys? What are the advantages and disadvantages of telephone surveys?

Advantages of telephone interviews include cost, quality, and speed. disadvantage: response cannot be shown anything and cant't physically interact with research object, does not permit the interviewer to make judgement and evaluations that can be in person interviewer, marking researchers are more limited to in the quantity and type of information they can obtain

What are in-depth interviews? How do they differ from focus groups?

An in-depth interview or IDI is defined as a set of probing questions posed one-on-one to a respondent by a trained interviewer to gain insight into what the respondent thinks or why he or she behaves in a certain way.

What is anonymity? What is confidentiality? Which one provides better protection of privacy?

Anonymity means the respondent is not known, while confidentiality means the respondent's identity will not be divulged to a client or any other third party.-most protection confidentiality,49 which means that the respondent's name is known by the researcher but is not divulged to a third party, namely the client

What are central location surveys? What are CATI surveys? How do they differ from each other

Central location interviewing affords efficient control of interviewers. - involves a field data collection company housing a multitude of telephone lines at one location from which interviews can make calls With CATI, the interviewer reads questions on a computer screen and enters respondents' answers directly into the computer. - CATI is the most advanced central location telephone interview companies operate with

What is coding? What are the basic rules of coding?

Codes are numbers that are associated with question responses in order to facilitate data analysis. -Every multiple choice question should have a code number associated with every possible response. -Use single-digit code numbers beginning with "1" and increasing by increments of 1 using the logical direction of the response scale. -Use the same coding system for questions with identical response options, regardless of where these questions are positioned in the questionnaire. -Whenever possible, set up the coding system before the questionnaire is finalized.

What is covert observation? What is overt observation? Which one is better and why?

Covert observation, the subject is unaware that he or she is being observed. Overt Observation, the subject is aware that he or she is being observed. Covert because people are more likely to act different in overt observation.

What is direct observation? What is indirect observation? What are archives? Are archives secondary data? Why or why not?

Direct observation is observing behavior as it occurs. Indirect observation is observing the results of past behaviors. Archives are secondary sources, such as historical records, that can be applied to the present problem.

What is ethnographic research?

Ethnographic research is a form of field research that seeks to learn the culture of a particular setting or environment.

The authors mentioned the concept of faulty recall. What is faulty recall?

Faulty recall occurs when actions or activities are so repetitive or automatic that the observed person cannot recall specifics about the behavior under question

When to use observation?

First, the event must occur during a relatively short time interval, and the observed behavior must occur in a public setting.

What are focus groups? The authors discussed three uses of the information from focus groups. What are the three uses?

Focus groups are small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem. Information from focus groups can be used to generate ideas, to learn the respondents' "vocabulary" when relating to a product, or to gain some insight into basic consumer needs and attitudes.

What are group self-administered surveys? What are drop-off surveys? How do they differ from each other?

Group self-administered surveys economize in time and money because a group of respondents participates at the same time. Drop-off surveys must be self-explanatory because they are left with respondents, who fill them out without assistance.

Q1. What are the three paramount considerations in choosing the survey method?

In selecting a data collection mode, the researcher balances quality against cost, time, and other considerations.

What is in situ observation? What is invented observation?

In situ observation, the researcher observes the behavior exactly as it happens in a natural environment. Invented observation occurs when the researcher creates a simulated environment in order to improve understanding of a phenomenon

What is structured observation? What is unstructured observation? Which one is easier and why?

In structured observation, the researcher identifies beforehand which behaviors are to be observed and recorded. In unstructured observation, there are no predetermined restrictions on what the observer records. Structured observation is easier because they are focusing on specific factors.

________ is(are) a qualitative technique that examines consumer motivations and hidden concerns.

In-depth interviews (IDIs)

The University Health Center wants to know if students are eating junk food. What observation should they use and why?

Indirect observation because you could watch store records.

The authors discussed the concept of interview evaluation when discussing the disadvantages of person-administered surveys. What is interview evaluation? Can this occur in qualitative methods such as focus groups and in-depth interviews? Why or why not?

Interview evaluation occurs when the interviewer's presence creates concerns in respondents that may cause them to alter their normal responses. yes- qualitative is about analyzing data based on what people do and focus groups are based on discussion so interview evaluation can occur in both scenarios

Is invented observation also direct and overt observation? Why or why not?

It is direct but it is not overt

The authors discussed a laddering technique in in-depth interviews. What is laddering? Provide some example

Laddering is a technique used in in-depth interviews in an attempt to discover how product attributes are associated with desired consumer values. For example, finding out why someone purchased a new pair of shoes from your company could include this dialogue:"What do you like best about the shoes?" ... "What makes comfort important?"

________ is NOT one of the four general ways of organizing observations.

Mandatory versus voluntary

What is mixed methods research? How is it different from quantitative research and qualitative research?

Mixed methods research is defined as the integration of qualitative and quantitative research methods, with the aim of gaining the advantages of both.

. What are mixed-mode surveys? What are the advantages and disadvantages of mixed-mode surveys? According to Figure 7.1 on p. 159, what percent of surveys are done in the mixed mode?

Mixed-mode or hybrid surveys use multiple data collection modes. - advantage: With a mixed-mode survey, the researcher can use the advantages of each of the various modes to achieve data collection goals. - disadvantage: of the mixed-mode survey is that the researcher must consider the effects the modes may have on responses. -less than 10% of surveys ate done In mixed mode

What are the advantages of observational data?

Observational research has the advantage of seeing what consumers actually do, instead of relying on their reports of what they think they do

Q3. What are online surveys? What are the advantages and disadvantages of online surveys?

Online surveys allow respondents to participate while in relaxed and comfortable surroundings. +:fast, easy and inexpensive and flexible - require technical skills and have unique practical challenges like scrolling pages and appearance

Can projective techniques be used in focus groups or in-depth interviews? Why or why not?

Projective techniques can be used in combination with focus groups or in-depth interviews

What is qualitative research? The authors discussed the term "thick data." Is "thick data" better than "big data"? Why or why not?

Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. thick data- term used to emphasize the importance of gaining qualitative insights of phenomena to complement the quantitative knowledge provided by big data.

What is questionnaire design? What is question bias?

Questionnaire design is a systematic process that requires the researcher to go through a series of considerations. Question bias occurs when the question's wording or format influences the respondent's answer.

What is reliability? What is validity?

Reliable measures obtain identical or very similar responses from the same respondent, while valid measures obtain truthful responses.

Which of the following is NOT a major disadvantage of observational research?

Seeing what consumers actually do

What are in-home surveys? Are in-home surveys person-administered surveys or computer-assisted surveys? Explain your answer.

The interviewer conducts the interview in the respondent's home, normally at a preset appointment time. - person administered / computer assisted

What are in-office surveys? Are in-office surveys person-administered surveys or computer-assisted surveys? Explain your answer.

The interviewer makes an appointment with business executives or managers to conduct the interview at the respondent's place of work. -In-office interviews are conducted at executives' or managers' places of work because these are the most suitable locations.- person administered/ computer assisted

What is the introduction on a questionnaire? What are the five functions of the introduction?

The introduction should indicate to respondents how they were selected.

What are the limitations of observational data?

The major disadvantages of observational research include a smaller sample size which may not be representative of the population, and the inability to determine consumers' motives, attitudes, and intentions.

What objective would a financial institution have for holding focus groups after an image survey showed a particular branch consistently received lower scores on "employee friendliness"?

They wanted to understand findings from the quantitative study.

What are transitions? Where to place them on a questionnaire? What are classification questions? Where to place them on questionnaire? Where to place hard-to-answer questions on a questionnaire?

Transitions are statements made to let the respondent know that changes in question topic or format are about to happen. - prior to major sections of questions or changes in question format classification questions, which almost always include demographic questions, are used to classify respondents into various groups for analysis purposes - last section on questionnaire hard to answer questions- middle of the questionnaire close to the end

What are warm-up questions? Where to place them on a questionnaire? Where to place easy-to-answer questions on a questionnaire?

Warm-up questions are used near the beginning of the survey to get the respondent interested and demonstrate the ease of responding to the survey. - immediately after any screens

What is a picture test? What is a balloon test? Are pictures used in balloon tests?

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

Is in situ observation also direct and covert observation? Why or why not?

Yes because they are watching current behaviors without the consumer knowing they are being watched.

The focus group phase of qualitative research may be used to gain a feel for ________ that will ultimately generate standardized information from a representative sample.

a specific survey

What are the advantages and disadvantages of computer-assisted surveys?

advantages: 1. speed - What are the advantages and disadvantages of computer-assisted surveys? 2. relatively error- free interviews 3. use of images and audiovisuals 4. immediate capture of data disadvantages: 1. technical skills may be required 2. setup costs can be high

Q2. What is a true zero origin? Do interval scale measures have a true zero origin? Why or why not?

an actual number of purchases in a certain time period, dollars spent, miles traveled and number of children in household or years of college education - ratio scales have a true zero point

Which of the modes above should be placed in D and why?

computer- administered survey - the computer communicates the questions and records the respondents answers

Which of the modes above should be placed in B and why?

computer- assisted (person- administered) survey - the interviewer reads the questions and uses computer technology to record the answers and/ or otherwise assist in the interview

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

The manager of a large financial call center listens in to the customer service representatives' calls. This is an example of what type of observational research?

covert observational research

Q1. What are nominal measures? Are there any nominal measures in Figure 8.1? Why or why not?

defined as those that use only labels; possess only the characteristics of description yes ; designations as to race, religion, dwelling type, gender, brand last purchases and buyer/ nonbuyer nominal: - gender - purchasing a new automobile in the next 6 months? -do you recall seeing a Delta Airline advertisement for "carefree vacations" in the past week?

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 is a detailed, ________ of a group and its behavior, characteristics, and culture.

descriptive study

. What is scale development? Is scale development needed to measure objective properties? Why or why not?

designing questions and response formats to measure the subjective properties of an object =no only on rare occasions a marketing researcher must develop rating scale formats that are very clear and are used identically by respondents

What is measurement? Do researchers use measurement in qualitative studies, e.g., focus groups and in-depth interviews? Why or why not?

determining a description or the amount of some characteristic of an object that is of interest to the researcher -yes bc measuring looks at properties: attributes or qualities of objects that include consumers, brands, stores, advertisements or whatever construct is of interest to the researcher working with a particular manager

Which type of research did a Swiss chocolate maker use to study the behavior of "chocoholics"?

direct observational research

Read "Active Learning: Identify and Reword "Bad" Questions" on pp. 208 - 209 and identify the problems. A. Lacks focus B. Not grammatically simpleC. LeadingD. Double barrelE. LoadedF. Overstated

do be focused do be brief do be grammatically simple do be crystal clear dont lead dont load dont double barrel dont overstate

When the research objective is to ________, focus groups may be an alternative.

explore or describe rather than predict

What are the four do's of question wording?

focused brief gramtically simple crystal clear

What are slider scales? Why do researchers use them?

have user-friendly grab-and-move features that enable a respondent to indicate an amount with a drag of his or her cursor. -Questionnaire designers can choose from a large number of these scales that are engaging and entertaining for respondents to use while taking surveys.

What is a role-playing activity? When to use this technique?

in a role playing, participants are asked to pretend they are a "third person" such as a friend or neighbor, and to describe how they would act ina certain situation or react to a specific statemen

________ are a type of qualitative method seeking unrestricted comments or opinions and asking questions to help better understand the various dimensions of opinions.

in- depth interviews

What type of observational research is a sales manager using when she examines records of sales calls to determine how frequently salespeople make cold calls?

indirect

What is quantitative research? What's the purpose of quantitative research?

is defined as research involving the administration of a set of structured questions with predetermined response options to a large number of respondents.

. What are mail surveys?

is mailed to prospective respondents, who are asked to fill it out and return it to the researcher by mail. Mail surveys suffer from nonresponse and self-selection bias.

Which of the following is also known as pluralistic or hybrid research?

mixed methods research

How many focus groups are needed? Your client is seeking to expand their market to Gainesville, FL and Ithaca, NY. The client wants to find out any different perceptions about their brand among heavy vs. light-users in order to develop an effective strategy for a new marketing campaign in the two markets.

more than one focus group should always be conducted

What is a focus group moderator? What are the expectations of being a good moderator?

must create an atmosphere that is conducive to openness, yet at the same time they must make sure the participants do not stray too far from the central focus of the study. Good moderators have excellent observation, interpersonal, and communication skills, which allow them to recognize and overcome threats to a productive group discussion.

What are ordinal measures? Are there any ordinal measures in Figure 8.1? Why or why not?

ordinal scale indicate only relative size difference between objects - yes; indicate only relative size differences among objects: greater than less than or equal to. ordinal: - please with your preference with 1,2,3, in your opinions the prices at Walmart are

Which of the modes above should be placed in A and why?

person- administered survey - the interviewer reads questions and records the answers on paper

A picture or thematic apperception test is which type of qualitative research?

projective technique

hat are properties? Four properties are shown in Figure 8.1. Are they all objective prosperities? Are they all subjective properties? Why or why not

properties are specific features or characteristics of an object that can be used to distinguish it from another object - property age, property gender, property preferred brand and property opinion objective properties are observable and tangible subjective properties are unobservable and intangible, and they must be translated onto a rating scale via scale development

________ involve(s) placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision.

protocol analysis

What are the disadvantages of projective techniques?

questionable reliability and validity

The focus group report ________.

reflects the qualitative nature of this research method

________is NOT an appropriate condition for the use of an observational study.

research involving behavior patterns over lengthy time periods

What are Likert scales? What do they measure?

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

Which of the modes above should be placed in C and why?

self- administered survey - the respondent reads the questions on a page and responds by writing on the questionnaire

A researcher identifies beforehand exactly which behaviors are to be observed and recorded; all other behaviors are ignored. The type of observational research that this represents is ________.

structured observational research

What are fully automated surveys? Are fully automated surveys the same as completed automated telephone surveys (CATS)? Why or why not?

survey is administed by a computer not online yes- in research industry, CATS is the approach

A semantic differential scale is shown in Table 8.4. How does Part B differ from Part A? According to the authors, the difference is intended to avoid the halo effect. What is the halo effect? How do the authors avoid the halo effect in Table 8.4?

the difference between Part B and A is the flipping procedure known as the halo effect halo effect- which is a general feeling about a store or band that can bias a respondents impressions on its specific properties - when using semantic differential scale, you should control the halo effect

. Read "Active Learning: Decide on Question Order in a Questionnaire" on pp. 214 - 215 and decide on the order.

what are the best social media? What are the best promotional media? what is optimal location? how should restaurant be designed? price? target? success?

Can a measurement be reliable but invalid? Why or why not?

yes if it is measuring something very consistently but is consistently measuring the wrong construct