Exam 4 (Final) MKT 352 Qi GVSU

Differences Between Means with Two Groups (Independent Samples)

- The procedure for testing the significance of difference between two means from two different groups is identical to the procedure for testing two percentages. -Equations differ due to the use of a metric (interval or ratio) scale.

Differences must be...

1) Statistically significant: the differences found in the sample(s) truly exist in the population(s) from which the random samples are drawn. 2) Meaningful: one that the marketing manager can potentially use as a basis for marketing decisions 3) Stable: one that will be in place for the foreseeable future. 4) Actionable: the marketer can focus various marketing strategies and tactics, such as product design or advertising, on the market segments to accentuate the differences between segments.

Survey

A survey involves interviews with a large number of respondents using a predesigned questionnaire.

Sales, market share, customer satisfaction, sales force turnover, time spent on site, and unique net profits are examples of: A) Dependent variables. B) Independent variables. C) Co-dependent variables. D) Non-dependent variables.

A) Dependent variables.

The marketing research process contains multiple steps. The first step of the process is: A) Establishing the need for marketing research. B) Defining the problem. C) Establishing the research objectives. D) Determining methods of accessing data.

A) Establishing the need for marketing research.

Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is: A) Quantitative research. B) Primary research. C) Qualitative research. D) Secondary research.

A) Quantitative research.

16. Firms providing specialized routine information needed by a given industry in the form of ready-to-use packaged data to subscribing firms are: A) Syndicated data firms. B) Custom research data firms. C) Government data recyclers. D) Industry research data firms.

A) Syndicated data firms.

Focus groups are one of the most widely used ________ methods to gain greater understanding of a current problem or to develop preliminary knowledge to guide in the design of descriptive or causal research. A) exploratory research B) case study analysis research C) experience research D) descriptive research

A) exploratory research

Advantages and disadvantages of focus groups

Advantages of Focus Groups -Can generate fresh ideas -Allow clients to observe their participants -May be directed at understanding a wide variety of issues -Allow fairly easy access to special respondent groups Disadvantages of Focus Groups -Representativeness of participants -Dependence on the moderator -Interpretation sometimes difficult

Computer-Administered Survey

Advantages: •Breadth of user-friendly features •Relatively inexpensive •Reduction of interview evaluation concern in respondents Disadvantage: •Requires computer-literate and Internet-connected respondents

Person-administered survey

Advantages: •Feedback •Rapport •Quality control •Adaptability Disadvantages: •Humans make errors •Slow speed •High cost •Fear of interview evaluation

Self-administered survey

Advantages: •Reduced cost •Respondent control •Reduced interview evaluation apprehension Disadvantages: •Respondent control •Lack of monitoring •High questionnaire requirements

Computer-assisted survey

Advantages: •Speed •Relatively error-free interviews •Use of pictures, audiovisuals and graphics •Immediate capture of data Disadvantages: •Technical skills may be required •Setup costs may be high

Survey methods: Advantages

Advantages: •Standardization •Ease of administration •Ability to tap the "unseen" •Suitability to tabulation and statistical analysis •Sensitivity to subgroup differences

13. Packaged services provide each client with: A) Data from a common database. B) A marketing research process that is used to generate information. C) Data provided periodically. D) Data collected in a standard format.

B) A marketing research process that is used to generate information.

12. The ________ may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades. A) U.S. Census B) American Community Survey C) County Business Patterns D) Census of e-Retail Trade

B) American Community Survey

5. ________ is an example of internal secondary data. A) U.S. census data B) Corporate sales data C) Online information database D) Sales tax data

B) Corporate sales data

11. Researchers need to use multiple methods of evaluating secondary data. Which one of the following is NOT a method of evaluating secondary data? A) Evaluate how the information was gathered B) Evaluate the availability of the data C) Evaluate the purpose of the study D) Evaluate the source of collection of the data

B) Evaluate the availability of the data

________ 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. A) Experimental groups B) Focus groups C) Observation groups D) Control groups

B) Focus groups

A motion-sensitive camera might be placed in people's kitchens to observe the behavior of family members as they inspect the contents of their refrigerator, prepare breakfast, unpack groceries, and conduct the many other routine activities that occur in kitchens. This is an example of: A) Covert observational research. B) In situ observational research. C) Unstructured observational research. D) Direct observational research.

B) In situ observational research.

The choice of the type of research design depends largely on: A) Budget restrictions. B) Objectives of the research. C) Whether the research is domestic or international. D) Type of analytics required.

B) Objectives of the research.

________ need to be very clear, since they will determine the methods used and the content of the measurement instrument. A) Research instruments B) Research objectives C) Research approaches D) Research design plans

B) Research objectives

8. There are several distinct advantages of using secondary data. Which is NOT an advantage? A) Secondary data can usually be obtained quickly. B) Secondary data may be obtained in any form desired. C) Secondary data are relatively inexpensive. D) Secondary data may achieve the research objective.

B) Secondary data may be obtained in any form desired.

17. Syndicated data has several advantages. Of the following, which is NOT a key advantage of syndicated data? A) The quality of the data collected is typically high. B) The client has control over which data are to be collected. C) Because there are many subscribers, the cost is usually reduced. D) Information is collected and is quickly disseminated to subscribers.

B) The client has control over which data are to be collected.

The umbrella term ________ is information that is available from more sources than ever before-from government statistics to sensor data to tracking studies. A) basic data B) big data C) proprietary data D) primary data

B) big data

The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed. A) qualitative B) quantitative C) strategic D) tactical

B) quantitative

In ________ no restriction is placed on what the observer notes. All behavior in the episode under study is monitored. The observer watches the situation and records what he or she deems interesting or relevant. A) covert observational research B) unstructured observational research C) invented observational research D) direct observational research

B) unstructured observational research

14. Nielsen Ratings service, which measures TV audience size and viewer demographics for TV programs, is an example of: A) A syndicated data processing firm. B) A standardized data processing firm. C) A syndicated data services firms. D) A packaged data services firms.

C) A syndicated data services firms.

The less we know about a market or subject, the more likely it is that a researcher should use: A) Causal research. B) Descriptive research. C) Exploratory research. D) Formal research.

C) Exploratory research.

1. The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are: A) Exploratory, structured, and causal. B) Formal research, descriptive, and causal. C) Exploratory, descriptive, and causal. D) Descriptive, casual, and exploratory.

C) Exploratory, descriptive, and causal.

Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called: A) Proprietary data. B) Secondary data. C) Primary data. D) Big data.

C) Primary data.

6. ________ are sources of information that are prepared for public distribution and are normally found in libraries and online. A) Data aggregators B) Official statistics C) Published sources D) Custom sources

C) Published sources

9. There are some disadvantages associated with secondary data. Which of the following is NOT listed in the text as a disadvantage? A) Data are often reported in incompatible reporting units. B) Measurement units do not match researchers' needs. C) Source and origin of data are not identified. D) Class definitions are incompatible with the researchers' needs.

C) Source and origin of data are not identified.

Sometimes problems arise for which marketing research is not the best solution. Which of the following is NOT one of the major reasons that marketing may not be the best solution? A) The information is already available B) The timing is wrong to conduct marketing research C) The company has revenue D) Costs outweigh the value of the marketing research

C) The company has revenue

The types of descriptive research study that measure a population at only one point in time is: A) Point-in-time studies. B) Longitudinal studies. C) Cross-point studies. D) Cross-sectional studies.

D) Cross-sectional studies.

Which of the following is NOT an example of secondary data? A) Census data B) Export data C) Economic trends data D) Data from a custom survey

D) Data from a custom survey

10. Problems exist with secondary data because: A) Data have been collected specifically to address the problem at hand but is proprietary. B) Data have not been collected specifically to address the problem at hand and belongs to another company. C) Data have not been collected specifically to address the problem at hand and is out-of-date. D) Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.

D) Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.

3. ________ is flexible in that it allows the researcher to investigate whatever sources he or she identifies and to the extent he or she feels is necessary to gain an understanding of the problem at hand. A) Causal B) Explanatory C) Descriptive D) Exploratory

D) Exploratory

18. Manufacturers interested in prevailing attitudes about pollution and government regulation would be an application of what type of research? A) Opinion polling research B) Syndicated research C) Customized research D) Packaged information research

D) Packaged information research

15. Instead of a client firm trying to "reinvent the wheel" by developing its own process for measuring customer satisfaction, the firm may elect to use a ________ to accomplish this aim. A) syndicated service B) custom data service C) customer relationship management service D) packaged service

D) packaged service

7. You can investigate all the free data that are collected by U.S. government agencies and now are available by law due to the U.S. Open Data Policy. The website location is: A) www.census.gov. B) www.usa.gov. C) www.bls.gov. D) www.data.gov.

D) www.data.gov.

Question wording : dos and donts

Do: •The question should be focused on a single issue or topic. •The question should be brief. •The question should be grammatically simple. •The question should be crystal clear. Don't: •Do not "lead" the respondent to a particular answer •A leading question gives a strong cue or expectation as what answer to provide. •Do not use "loaded" wording or phrasing •A loaded question has buried in its wording elements a sneaky presupposition, or it might make reference to universal beliefs or rules of behavior. •Do not use a "double-barreled" question •A double-barreled question is really two different questions posed in one question. •Do not use words that overstate the case •An overstated question places undue emphasis on some aspect of the topic.

Operational Aspects of Traditional Focus Groups

How many focus groups should be conducted? -More than one. How many people should be in a focus group? -6-12 people Who should be in the focus group? -HomogenousAge, job situations, family composition, purchase experiences, hobbies How should focus group participants be recruited and selected? -Selection is determined by the purpose of the focus groupEx) if about new features for a GPS system - members should own a GPS system Where should a focus group meet? -Large, comfortable rooms When should the moderator become involved in the research project? -Moderator sets tone. Understand how and when to ask questions so participants respond with their actual feelings - not what they think they are supposed to feel. How are focus group results reported and used? -Qualitative data about consumer language, emotional and behavioral reactions to advertising; lifestyle, relationships; the product category and specific brand' and unconscious consumer motivations relative to product design, packaging, promotion, or any other marketing facet under study What other benefits do focus groups offer? -Marketers understand can respond to the market's desires

association analysis

Investigates if and how two variables are related

9. What is null hypothesis? Please give an example.

Please give an example. a. Null hypothesis: the hypothesis that the difference in the population parameters is equal to zero b. With a differences test, the null hypothesis states that there is no difference between the percentages (or means) being compared.

Types of Focus Groups

Traditional focus group: Select 6 to 12 persons and meet in a dedicated room with one-way mirror for client viewing. Online focus group: the respondents and/or clients communicate and/or observe by use of the Internet

Descriptive Analysis

Used by marketing researchers to describe the sample dataset in such a way as to portray the "typical" respondent and to reveal the general pattern of responses

Difference Analysis

Used to determine the degree to which real and generalizable differences exist in the population to help the manager make an enlightened decision on which advertising theme to use (t-test) compare male and female, freshman and senior, two different groups.

Inference Analysis

Used when marketing researchers use statistical procedures to generalize the results of the sample to the target population it represents

Mixed methods research

a combination of both quantitative and qualitative research methods in order to gain the advantages of both. Commonly qualitative first, then quantitative

2. What are the first five steps of marketing research process?

a. 1. Determine if marketing research is necessary b. 2. Define the problem. c. 3. Determine the research objectives. d. 4. Determine the research design e. 5. Identify information sources

8. What is difference analysis, inference analysis, descriptive analysis, association analysis? Please give an example of each.

a. Difference analysis: i. Used to determine the degree to which real and generalizable differences exist in the population to help the manager make an enlightened decision on which advertising theme to use-(t-test) compare male and female, freshman and senior, two different groups. b. Inference analysis: i. Used when marketing researchers use statistical procedures to generalize the results of the sample to the target population it represents. c. Descriptive analysis: i. Used by marketing researchers to describe the sample dataset in such a way as to portray the "typical" respondent and to reveal the general pattern of responses. d. Association analysis: i. Investigates if and how two variables are related

3. What do you know about exploratory, descriptive, and causal research? Please give definition and an example of each.

a. Exploratory Research: i. -unstructured, informal research that is undertaken to gain background information about the general nature of the research problem.-qualitative, closed ended questions, small samples used.-gain background info (crowdsourcing), define terms, clarify problems and hypotheses, and establish research priorities b. Descriptive Research: i. -refers to a set of methods and procedures describing marketing variables, used to measure: attitudes, intentions, or behaviors-is undertaken to collect data to examine the characteristics of consumers and/or marketsExample: open ended questions.Quantitative c. Causal Research: i. -Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form "if x, then y" - -examples of casual research: experimentsQuantitative

4. What are the four types of measure? Please explain and give an example of each?

a. Nominal Measures: i. those that use only labelsExample: Please indicate your gender____Male ____Female b. Ordinal Measures: i. those with which the researcher can rank-order the respondents or responsesExample: Rank each brand in terms of preference______ 3 Musketeers______ Baby Ruth______ Milky Way c. Ratio Measures: i. ones in which a true zero existsExample: Please indicate your age______ Years d. Scale Measures: i. those in which the distance between each level is known-Interval and Ratio

5. In a survey, what is questions flow?

a. Question flow pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire. i. Warm-up questions are simple and easy-to-answer questions that are used to get the respondents' interest and to demonstrate the ease of responding to the research request. ii. Transitions are statements or questions used to let the respondent know that changes in question topic or format are about to happen. iii. Response to a skip question affects which question will be answered next. iv. The more complicated and difficult-to-answer questions are placed deep in the questionnaire. v. Classification questions are used to classify respondents.

6. What is sampling error? What is non-sampling error?

a. Sampling error: i. the degree to which the sample frame fails to account for all of the populationany error in a survey that occurs because a sample is used b. Non-sampling error: i. all errors in a survey except that are due to the sample method and the sample size.

7. What is central tendency? Can you provide examples of central tendency measures?

a. applies to any statistical measure used that somehow reflects a typical or frequent response. b. Mean, Median, Mode

1. What is the purpose of market research?

a. to develop a marketing strategy that combines the marketing mix elements in such a way that satisfaction is maximized for customers while the organization achieves a level of return that can sustain it over the long term b. to create exchanges with customers that satisfy the needs of both the customer and the marketer

Significance of differences between two percentages

alternative to the null hypothesis is that there is a true difference between the population parameters.

descriptive research classifications

cross-sectional studies and longitudinal studies

Fieldworker error

errors committed by the persons who administer the questionnaires

Respondent errors

errors committed on the part of the respondent

Intentional fieldworker error

errors committed when a data collection person willfully violates the data collection requirements set forth by the researcher. -Interviewer cheating: occurs when the interviewer intentionally misrepresents respondents -Leading respondents: occurs when the interviewer influences respondent's answers through wording, voice inflection, or body language

unintentional respondent error

errors committed when a respondent gives a response that is not valid but that he or she believes is the truth -Respondent misunderstanding occurs when a respondent gives an answer without comprehending the question and/or the accompanying instructions. -Guessing occurs when a respondent gives an answer when he or she is uncertain of its accuracy. -Attention loss occurs when a respondent's interest in the survey wanes -Distractions (such as interruptions) may occur while questionnaire administration takes place -Fatigue occurs when a respondent becomes tired of participating in a survey

Unintentional fieldworker error

errors committed when an interviewer believes he or she is performing correctly -Interviewer personal characteristics occurs because of the interviewer's personal characteristics such as accent, sex, and demeanor. -Interviewer misunderstanding occurs when the interviewer believes he or she knows how to administer a survey but instead does it incorrectly. -Fatigue-related mistakes occur when interviewer becomes tired.

intentional respondent error

errors committed when there are respondents that willfully misrepresent themselves in surveys -Falsehoods occur when respondents fail to tell the truth in surveys. -Nonresponse occurs when the prospective respondent fails to take part in a survey or to answer specific questions on the survey.

Market Segmentation

is based on differences between groups of consumers.

Internal Validity

is concerned with the extent to which the change in the dependent variable is actually due to the change in the independent variable. is this actually caused by that?

Questionnaire

is the vehicle used to present the questions the researcher desires respondents to answer.

Central Tendency

mean, median, mode measures that describe the "typical" respondent or response

cross sectional studies

measures units from a sample of the population at only one point in time. (snapshot).

unstructured observation

no restriction is placed on what the observer would note: all behavior in the episode under study is monitored

direct observation research

observing behavior as it occurs

indirect observation research

observing the results of a behavior rather than a behavior itself (audits, physical traces)

Non-Sampling Error

occurs when the sample data are incorrectly collected, recorded, or analyzed. includes: All types of nonresponse error, Data gathering errors, Data handling errors, Data analysis errors, Interpretation errors

External validity (generalizability)

refers to the extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the "real world."

longitudinal studies

repeatedly measure the same sample units of a population over a period of time same group with same question can be used for casual research

structured observation

researcher identifies beforehand which behaviors are to observed and recorded

Focus Group

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.

z Test

statistical inference test to be used when the sample size is 30 or greater

t Test

statistical inference test to be used with small sample sizes (n ≤ 30)

Overt observation

subject is aware that he/she is being observed

Covert observation

subject is unaware of observation

Observational Research

systematically recording the behavioral patterns of people, objects, and events in order to obtain marketing information

Null hypothesis

the hypothesis that the difference in the population parameters is equal to zero

invented observation

the researcher creates the situation

In Situ Observation

the researcher observes the behavior exactly as it happens

Group Self-Administered Survey

•A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually for convenience and to gain economies of scale.

Mail Survey

•A mail survey is one in which the questions are mailed to prospective respondents who are asked to fill them out and return them to the researcher by mail.

In-Home Surveys

•An in-home survey is conducted by an interviewer in the home of the respondent.

In-Office Surveys

•In-office surveys take place in person while the respondent is in his or her office or other company area.

Mixed-Mode Surveys

•Mixed-mode or hybrid surveys use multiple data collection methods.

Question flow

•Question flow pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire. •Warm-up questions are simple and easy-to-answer questions that are used to get the respondents' interest and to demonstrate the ease of responding to the research request. •Transitions are statements or questions used to let the respondent know that changes in question topic or format are about to happen. •Response to a skip question affects which question will be answered next. •The more complicated and difficult-to-answer questions are placed deep in the questionnaire. •Classification questions are used to classify respondents.

Drop-Off Survey

•The drop-off survey, sometimes called "drop and collect," in which the survey representative approaches a prospective respondent, introduces the general purpose of the survey to the prospect, and leaves it with the respondent to fill out on his or her own.

Questionnaire Introduction

•The introduction sets the stage; it is what a potential respondent reads or hears before he or she begins answering survey questions. What is the survey about? •With an undisguised survey, the sponsor is identified, but with a disguised survey, the sponsor's name is not divulged to respondents. •The introduction should also indicate to respondents how they were selected. •Incentives are offers to do something for the respondent to increase the probability that the respondent will participate in the survey. •Screening questions are used to ferret out respondents who do not meet qualifications necessary to take part in the research study.

Mall-Intercept Surveys

•The mall-intercept survey is one in which the respondent is encountered and questioned while he or she is visiting a shopping mall

Computer-Assisted Telephone Interviews

•The most advanced telephone interview companies have computerized the central location telephone interviewing process with systems called computer-assisted telephone interviews (CATI).

Validity

•accuracy or exactness of the measurement

Sample Size

•determines accuracy of findings

Measurement

•determining how much of a property is possessed by an object

Questionnaire design

•is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions carefully, and organizes the questionnaire's layout.

Reliability

•respondent responds in the same or a similar manner to an identical or nearly identical measure

Sampling error

•the degree to which the sample frame fails to account for all of the population •any error in a survey that occurs because a sample is used