Flashcards

Branching and piping

- Branching: Branching takes the participant to a different set of questions based on the answer that is given to a prior question. - Piping integrates responses from a question into later questions.

Extraneous Variables (History, maturation, instrument variation)

- History: Intervention, between the beginning and end of an experiment, of outside variables or events that might change the dependent variable. - maturation: Changes in subjects occurring during the experiment that are not related to the experiment but that may affect subjects' response to the treatment factor. (The performance of first graders in a learning experiment begins decreasing after 45 minutes because of fatigue) -instrument variation: Changes in measurement instruments (e.g., interviewers or observers) that might affect measurements.

Exploratory studies & forms

- Preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied. - pilot studies: Surveys using a limited number of respondents and often employing less rigorous sampling techniques - experience surveys: Discussions with knowledgeable individuals, both inside and outside the organization, who may provide insights into the problem. - secondary data analysis: using data that was originally gathered for another purpose - Case analysis: using situations from similar situations to predict outcome of current situation - focus groups: in-depth discussions about one theme

true experimental design

- Research using an experimental group and a control group, to which test units are randomly assigned. - before and after with control group design: involves random assignment of subjects or test units to experimental and control groups and pre- and postmeasurements of both groups. - after-only with control group design: involves random assignment of subjects or test units to experimental and control groups, but no premeasurement of the dependent variable.

Which survey method should be used

- Sampling precision: If the need for accuracy in the study results is not great, less rigorous and less expensive sampling procedures may be appropriate - Budget: It is important to determine how much money is available for the survey portion of the study Quality of data required: It is important to determine how accurate the results of the study need to be. Length of questionnaire: Long questionnaires are difficult to do by mail, over the phone, or in a mall.

Considerations in Selecting a Scale

- The problem/research question that needs to be measured - Budget/time (ranking scale is fast, semantic differential ranking difficult) - Clients and respondents needs (prefer ordinal/nominal)

mail surveys

- ad hoc mail surveys: Questionnaires sent to selected names and addresses without prior contact by the researcher; sometimes called oneshot mail surveys. - mail panels: Precontacted and prescreened participants who are periodically sent questionnaires.

Types of survey research

- door-to-door interviews: conducted face to face with consumers in their homes. - executive interviews: Industrial equivalent of door-to-door interviewing. - mall-intercept interviews: conducted by intercepting mall shoppers (or shoppers in other high-traffic locations) and interviewing them face to face.

Experimental Design, Treatment, and Effects

- experimental design: Test in which the researcher has control over and manipulates one or more independent variables. - treatment variable: Independent variable that is manipulated in an experiment. - experimental effect: Effect of the treatment variable on the dependent variable.

disadvantages focus groups

- immediacy and apparent understandability of focus group findings can cause managers to be misled instead of informed. - recruiting the right respondents is hard - moderator should not show behavior that could lead to prejudice answer - Dominant respondents may sway other respondents

advantages of IDI's

- no group pressure - respondents get the feeling of being attention focus - heightened state of awareness through constant interaction -new direction of questions can be easily improvised - more focus on non-verbal feedback -can be conducted anywhere BUT: less discussions and thus viewpoints/analysis, more exhausting, more costly

types of projective tests

- personification: Drawing a comparison between a product and a person. - sentence and story completion test: respondents complete sentences or stories in their own words. - cartoon test: respondent fills in the dialogue of one of two characters in a cartoon - word association test: interviewer says a word and the respondent must mention the first thing that comes to mind. - analogy: Drawing a comparison between two items in terms of their similarities. -photo sort: respondent sorts photos of different types of people, identifying those people who he feels would use the specified product/service. - consumer drawings: respondents draw what they are feeling or how they perceive an object. - third-person technique: interviewer learns about respondents' feelings by asking them to answer for a third party, such as "your neighbor" or "most people."

3 categories of marketing research

- programmatic research: conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitude and product usage studies. - selective research: used to test decision alternatives. (eg concepts for new product) - evaluative research: done to assess program performance (eg organizational image study)

Controlling Extraneous Variables

- randomization: Random assignment of subjects to treatment conditions to ensure equal representation of subject characteristics. - physical control: Holding constant the value or level of extraneous variables throughout the course of an experiment. -design control: Use of the experimental design to control extraneous causal factors. - statistical control: Adjusting for the effects of confounded variables by statistically adjusting the value of the dependent variable for each treatment condition.

Marketing Research (and decision making)

- research shows how effective marketing mix is - explore and identify new opportunities Marketing research is the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management.

Extraneous Variables (selection bias, mortality, testing effect)

- selection bias: Systematic differences between the test group and the control group due to a biased selection process. - mortality: Loss of test units or subjects during the course of an experiment, which may result in a nonrepresentativeness. testing effect: Effect that is a by-product, of the research process, itself.

Types of test markets

- traditional or standard test market involves testing the product and other elements of the marketing mix through a firm's regular channels of distribution. - Scanner or electronic test markets are markets in which consumers receive scannable cards for use in buying particular products, especially those sold through grocery stores. These panels permit us to analyze the characteristics of those consumers who buy and those who don't buy the test products. Controlled test markets are managed by research suppliers who ensure that the product is distributed through the agreed upon types and numbers of distributors -> distributor receive payment to provide shelf space which is then monitored - A sample of consumers is selected based on the expected or known characteristics of the target consumer for the test product. ■ simulated test markets: Consumers sampled are recruited to test product and competitive products.-> given the opportunity to purchase the test product in the actual marketplace -> Purchasers are contacted after they have had time to use the product. They are asked how likely they are to repurchase and for their evaluations of the product.

Marketing concept is based on

-consumer orientation: identifying/focusing on target groups that are most likely to buy product/service and producing products that satisfy their needs -goal orientation:ensuring the accomplishment of corporate goals over satisfying customers -systems orientation:creating systems that will monitor external environment and that will deliver the marketing mix desired by target group

advantages of focus groups

-interactions among respondents can stimulate new ideas and thoughts that might not arise during one-on-one interviews -opportunity to observe customers or prospects from behind a one-way mirror, video feed, or online. - group pressure will lead to realistic thinking - firsthand consumer information in a shorter amount of time and in a more interesting way

Limits of big data

1) Data Need Interpretation! -> more data, more false positives; spurious correlations 2) Going Beyond the Data: Old Data vs. New Products? •Big Data is changing business •Data still needs human interpretation •"Why" is hard but often important •Data cannot substitute for creativity •Not being open to data is flying blind

Steps in a Test Market Study

1. Define the objective (eg share and volume estimates, determine selling points) 2. Select a Basic Approach (eg scanner test market or simulated test market) 3.Develop Detailed Test Procedures (manufacturing and distributing decisions) 4. Select test markets: min. 2, geographically dispersed, variety of media outlets etc) 5. Execute plan. Decide on length of the test 6. Analyze the results

Six factors should be considered in assessing whether attitude research findings will predict behavior

1. Involvement of the consumer (should be high) 2.Attitude measurement. (has to be reliable, valid, and at the same level of abstraction as the measure of behavior) 3.Effects of other people. 4.Situational factors (eg time pressure) 5.Effects of other brands 6.Attitude strength. (must be held with sufficient strength and conviction to be activated in memory

netnography is...

1. It is naturalistic 2. It is immersive 3. It is descriptive 4. It is multi-method 5. It is adaptable

attitude and behavior

1. The more favorable the attitude of consumers, the higher the incidence of product usage; the less favorable the attitude, the lower the incidence of product usage. 2. The less favorable people's attitudes toward a product, the more likely they are to stop using it. 3. The attitudes of people who have never tried a product tend to be distributed around the mean in the shape of a normal distribution. 4. When attitudes are based on actually trying and experiencing a product, attitudes predict behavior quite well. Conversely, when attitudes are based on advertising, attitude-behavior consistency is significantly reduced

The Delphi method

1. group of experts based on the topic being examined. 2. each member of the group is sent a questionnaire with the instructions to comment on each topic based on their personal opinion, experience or previous research. The questionnaires are returned to the facilitator who groups the comments and prepares copies of the information. A copy of the compiled comments is sent to each participant, along with the opportunity to comment further. At the end of each comment session, all questionnaires are returned to the facilitator who decides if another round is necessary or if the results are ready for publishing.

cluster sampling

1.He can divide the entire population (population of Spain) into different clusters (cities). 2.Then the researcher selects a number of clusters depending on his research through simple or systematic random sampling. 3.Then, from the selected clusters (randomly selected cities) the researcher can either include all the high school students as subjects or he can select a number of subjects from each cluster through simple or systematic random sampling.1

he steps a researcher should take to measure a phenomenon

1.Identify the Concept of Interest - come up with abstract idea for concept 2. Develop a Construct - Constructs are specific types of concepts that exist at higher levels of abstraction than do everyday concepts. 3. Define the Concept Constitutively: Statement of the meaning of the central idea or concept under study, establishing its boundaries; 4.Define the Concept Operationally: Statement of precisely which observable characteristics will be measured and the process for assigning a value to the concept. 5. Develop a Measurement Scale 6.Evaluate the Reliability and Validity of the Measurement

rationale behind qualitative research tests

1.The criteria employed and the evaluations made in most buying and usage decisions have emotional and subconscious content, which is an important determinant of buying and usage decisions. 2. Such content is adequately and accurately verbalized by the respondent only through indirect communicative techniques

nonprobability sampling

1.judgment samples: the selection criteria are based on the researcher's judgment about representativeness of the population under study. 2.quota samples: quotas, based on demographic or classification factors selected by the researcher, are established for population subgroups. 3. Convenience sampling 4. Snowball sampling

Marketing strategy

A plan to guide the longterm use of a firm's resources based on its existing and projected internal capabilities and on projected changes in the external environment.

internal consistency reliability

Ability of an instrument to produce similar results when used on different samples during the same time period to measure a phenomenon

test-retest reliability

Ability of the same instrument to produce consistent results when used a second time under conditions as similar as possible to the original conditions.

equivalent form reliability

Ability of two very similar forms of an instrument to produce closely correlated results.

Applied research vs basic, or pure, research

Applied: aimed at solving a specific, pragmatic problem (eg better understanding of the marketplace, determination of why a strategy or tactic failed= Basic: aimed at expanding knowledge rather than solving a specific, pragmatic problem.

Concurrent validity

Concurrent validity is a measure of how well a particular test correlates with a previously validated measure. For example, IQ, Emotional Quotient, and most school grading systems are good examples of established tests that are regarded as having a high validity. One common way of looking at concurrent validity is as measuring a new test or procedure against a gold-standard benchmark.

content validity

Content validity refers to how accurately an assessment or measurement tool taps into the various aspects of the specific construct in question. In other words, do the questions really assess the construct in question, or are the responses by the person answering the questions influenced by other factors.

Convergent validity

Convergent validity tests that constructs that are expected to be related are, in fact, related.

predictive validity

Degree to which a future level of a criterion variable can be forecast by a current measurement scale.A voter-motivation scale is used to predict the likelihood that a person will vote in the next election.

construct validity

Degree to which a measurement instrument represents and logically connects, via the underlying theory, the observed phenomenon to the construct

face validity

Degree to which a measurement seems to measure what it is supposed to measure. (superficially)

reliability

Degree to which measures are free from random error and, therefore, provide consistent data.

Types of people in focus groups and solutions for moderator

Digresser: Cant stay on topic. - moderator must diplomatically ask to be brief/on point and explain benefits of keeping it short Withholder: answers question very shortly. Moderator should probe and ask to explain answers Ruminator: thinks about question and how to answer it a lot. Moderator should explain that time is limited and that there are a lot of questions

discriminant validity

Discriminant validity (or divergent validity) tests that constructs that should have no relationship do, in fact, not have any relationship.For example, self esteem and intelligence should not relate (too much) in most research projects.

surrogate information error

Error that results from a discrepancy between the information needed to solve a problem and that sought by the researcher. (eg Kellogs coming up with cholesterol cereal but never asked whether people would buy cereal to do so)

nonresponse bias

Error that results from a systematic difference between those who do and those who do not respond to a measurement instrument. (eg The response rate to the questionnaire, included in customer monthly statements, was slightly under 1 percent. Analysis of the occupations of those who responded revealed that the percentage of retired people among respondents was 20 times higher than in the local metropolitan area)

measurement instrument bias

Error that results from the design of the questionnaire or measurement instrument; also known as questionnaire bias. (eg Examples of such problems include leading questions or elements of the questionnaire design that make recording responses difficult)

processing error

Error that results from the incorrect transfer of information from a survey document to a computer.

interviewer error, or interviewer bias

Error that results from the interviewer's influencing—consciously or unconsciously—the answers of the respondent

response bias

Error that results from the tendency of people to answer a question incorrectly through either deliberate falsification or unconscious misrepresentation.

random Sampling error

Even when all aspects of the sample are investigated properly, the results are still subject to a certain amount of random error (or random sampling error) because of chance variation. Chance variation is the difference between the sample value and the true value of the population mean. This error cannot be eliminated, but it can be reduced by increasing the sample size.

contamination

Inclusion in a test of a group of respondents who are not normally there; for example, buyers from outside the test market who see an advertisement intended only for those in the test area and enter the area to purchase the product being tested.

comparative vs non-comparative scales

Itemized and graphic scales are considered to be noncomparative scales because the respondent makes a judgment without reference to another object, concept, or person. Rank-order scales, on the other hand, are comparative scales because the respondent is asked to compare two or more items and rank each item.

stability

Lack of change in results from test to retest.

return on quality is based on two principles

Management objective based on the principles that (1) the quality being delivered is at a level desired by the target market (or higher) and (2) the level of quality must have a positive impact on profitability.

Likert scales

Measurement scales in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study.

constant sum scales

Measurement scales that ask the respondent to divide a given number of points, typically 100, among two or more attributes, based on their importance to him or her. -> if two attributes are equally important, it can be indicated. 10 attributes max.

semantic differential scales

Measurement scales that examine the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words or phrases that could be used to describe it; the means of the responses are then plotted as a profile or image. 1. determination of a concept to be rated, such as the image of a company 2. select dichotomous (opposite) pairs of words or phrases that could be used to describe the concept/extremes. Respondents then rate the concept on a scale (usually 1 to 7)

graphic rating scales

Measurement scales that include a graphic continuum, anchored by two extremes.

Stapel scales

Measurement scales that require the respondent to rate, on a scale ranging from +5 to -5, how closely and in what direction a descriptor adjective fits a given concept. -> finer discrimination in attitudes, no bipolar adjectives needed/ but phrasing could influence the results (cheap vs expensive)

split-half technique

Method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.

Nominal scale

Nominal" scales could simply be called "labels." Notice that all of these scales are mutually exclusive (no overlap) and none of them have any numerical significance. (brown hair, blonde hair etc)

proactive vs reactive marketing management

Proactive management alters the marketing mix to fit newly emerging patterns in economic, social, and competitive environments, whereas reactive management waits for change to have a major impact on the firm before deciding to take action.

simple random sample

Probability sample selected by assigning a number to every element of the population and then using a table of random numbers to select specific elements for inclusion in the sample.

systematic sampling

Probability sampling in which the entire population is numbered and elements are selected using a skip interval.

scaling

Procedures for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in question.

measurement

Process of assigning numbers or labels to persons, objects, or events in accordance with specific rules for representing quantities or qualities of attributes.

scale

Set of symbols or numbers so constructed that the symbols or numbers can be assigned by a rule to the individuals (or their behaviors or attitudes) to whom the scale is applied.

ratio scale

Ratio scales have all the characteristics of those scales previously discussed as well as a meaningful absolute zero or origin. Because there is universal agreement as to the location of the zero point, comparisons among the magnitudes of ratio-scaled values are acceptable (age,weight etc)

3 criteria for causality

Relationship between X and Y: X and Y vary together Time order: X cannot happen after Y Elimination of other possible causal factors: All other possible causes held constant or controlled

quasi-experiments /interrupted/mulitple time series design

Studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner. - Interrupted time-series designs involve repeated measurement of an effect both before and after a treatment is introduced that "interrupts" previous data patterns. (O O O x O O O) - multiple time-series design: Interrupted time-series design with a control group.

measurement error

Systematic error that results from a variation between the information being sought and what is actually obtained by the measurement process

sample design error

Systematic error that results from an error in the sample design or sampling procedures. 1. Frame error results from using an incomplete or inaccurate sampling frame. -> sample drawn from a list that is subject to frame error may not be a true cross section of the target population. (eg from phone books) 2. Population specification error results from an incorrect definition of the population from which the sample is to be selected 3.Selection error occurs when sampling procedures are incomplete or improper or when appropriate selection procedures are not properly followed. (eg doing door to door questionnaires but avoiding untidy looking houses)

projective test

Technique for tapping respondents' deepest feelings by having them project those feelings into an unstructured situation. respondents might not show feelings because: unawareness of feelings, topic might be too sensitive or socially undesirable, or they are aware of the view but dont have logic explanation

regression to the mean

Tendency of subjects with extreme behavior to move toward the average for that behavior during the course of an experiment.

Translate the Management Problem into a Marketing Research Problem

The marketing research problem specifies what information is needed to solve the problem and how that information can be obtained efficiently and effectively. -The marketing research objective is the goal statement, defining the specific information needed to solve the marketing research problem. - management decision problem - specifies the type of managerial action required to solve the problem.

Marketing mix

The unique blend of product/service, pricing, promotion, and distribution strategies designed to meet the needs of a specific target market. - should be adjusted over time, managers should always monitor changes and shifts in consumers preferences and factors influencing external environment

Type I & II error

Type I error: H0 rejected when should NOT be •Type II error: H0 not rejected when should be

Ordinal scale

With ordinal scales, it is the order of the values is what's important and significant, but the differences between each one is not really known. Ordinal scales are typically measures of non-numeric concepts like satisfaction, happiness, discomfort, etc. (unhappy, very unhappy etc) (compute:median, mode but not mean)

sampling frames

a list of the members or elements of the population from which units to be sampled are to be selected. Identifying the sampling frame may simply mean specifying a procedure for generating such a list.

Multidimensional scales

are based on the premise that a concept, respondent, or object might be better described using several dimensions. For example, target customers for Jaguar automobiles may be defined in three dimensions: level of wealth, degree of price sensitivity, and appreciation of fine motor cars.

Unidimensional scales

are designed to measure only one attribute of a concept, respondent, or object. Thus, a unidimensional scale measuring consumers' price sensitivity might include several items to measure price sensitivity, but combined into a single measure; all interviewees' attitudes are then placed along a linear continuum, called degree of price sensitivity.

Itemized rating scales

are similar to graphic rating scales, except that respondents must select from a limited number of ordered categories rather than placing a mark on a continuous scale. (likert scales)

Paired comparison scales

ask a respondent to pick one of two objects from a set, based on some stated criteria. The respondent, therefore, makes a series of paired judgments between objects. (eg, which characteristic in each pair is more important to you when selecting a sun care product) --> No order bias, easier to pick for participants BUT only limited amount or respondents will get tired

balanced vs non-balanced scales

balanced scales: Measurement scales that have the same number of positive and negative categories. nonbalanced scales: Measurement scales that are weighted toward one end or the other of the scale.

census vs sample

census: Collection of data obtained from or about every member of the population of interest. sample: Subset of all the members of a population of interest.

Importance of Marketing Research to Management (three functions)

descriptive function: The gathering and presentation of statements of fact (eg sales trends, consumer attitudes) diagnostic function: The explanation of data or actions. (eg effect of changes in packaging design) predictive function: Specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision (based on the use of descriptive and diagnostic functions)

Internal vs external validity

internal validity: Extent to which competing explanations for the experimental results observed can be ruled out. external validity: Extent to which causal relationships measured in an experiment can be generalized to outside persons, settings, and times.

Criterion validity (or criterion-related validity)

measures how well one measure predicts an outcome for another measure. A test has this type of validity if it is useful for predicting performance or behavior in another situation: E.g. A job applicant takes a performance test during the interview process. If this test accurately predicts how well the employee will perform on the job, the test is said to have criterion validity.

Interval scales

numeric scales in which we know not only the order, but also the exact differences between the values. The classic example of an interval scale is Celsius temperature because the difference between each value is the same. For example, the difference between 60 and 50 degrees is a measurable 10 degrees, as is the difference between 80 and 70 degrees. BUT: no true zero point.

Experimental Designs (pre-experiemental)

pre-experimental designs: Designs that offer little or no control over extraneous factors. (used for generating hypotheses but not testing them) - one-shot case study design: Pre-experimental design with no pretest observations, no control group, and an after measurement only. (X O) - one-group pretest-posttest design: Pre-experimental design with pre- and postmeasurements but no control group. (O X O)

stratified sample

probability sampling technique wherein the researcher divides the entire population into different subgroups or strata, then randomly selects the final subjects proportionally from the different strata.

hermeneutic research

research that focuses on interpretation through conversations researcher answers the participant's questions and, unlike as in the traditional method, the researcher only questions the respondent. There are no predetermined questions, but questions arise spontaneously as the conversation unfolds.

Systematic error

results from mistakes or problems in the research design or from flaws in the execution of the sample design. Systematic error exists in the results of a sample if those results show a consistent tendency to vary in one direction (consistently higher or consistently lower) from the true value of the population parameter.

instant analysis

serves as a forum for combining the knowledge of the marketing specialists who viewed the group with that of the moderator. It gives the client an opportunity to hear and react to the moderator's initial perceptions, and it harnesses the heightened awareness and excitement of the moment to generate new ideas and implications in a brainstorming environment. The shortcomings include the possibility of biasing future analysis on the part of the moderator with this "hip-shooting commentary," conducted without the benefit of time to reflect on what transpired.

laboratory experiments

the major advantage of conducting experiments in a laboratory is the ability to control extraneous causal factors—temperature, light, humidity, and so on—and focus on the effect of a change in A on B . In the lab, the researcher can effectively deal with the third element of proving causation (elimination of other possible causal factors) and focus on the first two elements (concomitant variation and appropriate time order of occurrence). -> greater internal validity

Marketing

the process of planning and executing the conception,pricing, promotion and distribution of goods and services to create exchanges that satisfy individual and organizational objectives

between subject design

•"Manipulated" independent variablethat varies across groups •Dependent variablethat is measured •Controlling extraneous factors, e.g., •All things but the independent variable are the same •Participants randomly assignedto groups •Measurement of other variables for statistical control

Three types of netnography data:

•Archive (no researcher involvement) •Elicited (researchers and "participants") •Field notes (observational notes)

Big Data presumptions

•Measurement error is tolerable •"N = all" (sample = population) •Samples are unbiased •Causation is not needed •Theory is not needed ("numbers speak for themselves")

Advantages and disadvantages netnography

•People may be more open online than offline •Access to diversity of people •Cheaper and faster •Easier to conduct •Particularly hard to generalize (but is it the goal?) •Focus is on textual data •Ethics?