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?