Exam 2 MKTG 352 - Gill

Construct

- An abstract idea or concept formed in a person's mind - Hard to measure - Indirectly observed variable - Need more than one question to measure constructs

Non probability sampling techniques

- Convenience - Judgemental - Snow ball - Quota

Variable

- Directly observed - Demographics

Ordinal level of measurement

- Express relative magnitude or rank-order - Implies more or less, but not how much more or less

Ways to reduce sampling errors

- Increasing sample size - Using the appropriate sampling method

Nominal level of measurement

- Labels only, no arithmetic properties - Represents mutually exclusive categories

Interval level of measurement

- Like ordinal, BUT numbers in this measure are meaningful and represent equal increments - Zero has no meaning

Types of itemized rating scales

- Likert scale - Semantic differential scale - Stapel scale

Four levels of measurement

- Nominal - Ordinal - Interval - Ratio

Types of questions

- Non structured (open-ended) - Structured (close-ended)

Types of non-sampling errors

- Nonresponse error - Response error -sampling frame -measurement -coding errors

Types of comparative scales

- Rank order - Constant sum

Ratio level of measurement

- Ratio measure is an interval measure with a fixed zero - Zero is meaningful

Determining sample size when using probability samples

- Sample size important - Researches want a big enough sample to be confident that the results are an accurate reflection of the population

Determining sample size when using non-probability samples

- Sample size less important - Researches know that they cannot generalize to population

Types of errors

- Sampling - Non sampling

Probability sampling techniques (4)

- Simple random - Systematic - Stratified - Cluster

Response error

- When respondents have impaired memory and do not respond accurately - Social desirability bias

Sampling errors

-Bias attributable to mistakes in either drawing a sample or determining the sample size - The difference between the findings based on the sample and the true values for a population - Caused by the method of sampling used and the size of the sample

Nonresponse error

-Final sample not representitive of planned sample) - A systematic bias that occurs when the final sample differs from the planned sample - Occurs when a sufficient number of respondents in a pre-selected sample do not participate

Steps for stratified random sampling

1. Divide the target population into homogenous subgroups or strata 2. Draw random samples from each stratum 3. Combine the samples from each stratum into a single sample of the target population

Steps for systematic random sampling

1. Obtain an acceptable frame of the target population 2. Determine the number of units in the list and the desired sample size 3. Compute the skip interval 4. Determine a random start point 5. Beginning at start point, select units by choosing each unit corresponding to the skip interval

Factors that influence questionnaire quality

1. Type of questions 2. Relevance and wording of questions 3. Sequencing of questions 4. Overall appearance of questionnaire

Summary of steps for hypotheses testing

1. state null and alt 2. compute t value 3. figure out critical value of t , given the degrees of freedom and level of significance 4. Make statistical decision 5. Draw managerial conclusion

Semantic differential scale

A 7 point rating scale with end points associated with bipolar labels that have semantic meaning

Stapel scale

A unipolar rating scale with 10 categories numbered from -5 to +5, without a neutral point (zero). Presented vertically

Identify the scale: Allocate 100 points to the following three insurance providers. After you are finished allocation points, please make sure that your total adds up to 100. National _____ Geico _____ State Farm _____

Constant sum scale

The true value of a construct is 6. Now we measure this contract 10 times, and the measured scores are 8, 8.5, 9, 8.8, 8, 8.2, 9, 8.6, 9, 8.4. Which of the following is the most appropriate description of the measurements? A. High validity but low reliability B. High validity and high reliability C. Low validity and low reliability D. Low validity and high reliability

D. Low validity and high reliability

Crit value > Calc Value

Do not reject the null

P Value > Level of sig.

Do not reject the null

Univariate

Frequency distribution of one variable (ex. Male of female)

Bivariate

Frequency distribution of two variables (ex. Male/Female and Private Label/Branded)

Identify the measurement level: "I am highly satisfied with the service that my personal banker provides me." Strong disagree 1 2 3 4 5 6 7 Strongly agree

Interval

Identify the scale: Sears has poor in-store service. 1- Strongly agree 2- Agree 3- Neither agree nor disagree 4- Disagree 5- Strongly disagree

Likert scale

Identify the scale: Sears sells high quality merchandise. 1- Strongly Agree 2- Agree 3- Neither agree nor disagree 4- Disagree 5- Strongly disagree

Likert scale

Measure of central tendency

Mean, median, mode

Identify the measurement level: Please indicate gender below. 1. __________ Male 2.__________ Female

Nominal

Identify the type of question: How old are you? _________

Non structured/ratio

Identify the measurement level: What is your age? ____ younger than 20 ____ 20-39 ____ 40-59 ____ 60-79 ____ 80-99

Ordinal

Calc Value > Crit Value

REJECT THE NULL

P Value < Level of sig.

REJECT THE NULL

Measure of dispersion

Range, Standard deviation (for quantitative data)

Identify the scale: Please rank order the following insurance per your preference. National ______ Geigo ______ State Farm _____

Rank order scale

Identify the measurement level: Rank these soft drinks according to which ones you like the best (1= most preferred, 3 = least preferred) Pepsi _____ Coke _____ Sprite _____

Rank order scale/ Ordinal

Identify the measurement level: "How many times during a typical month do you travel by air? ____

Ratio

Identify the measurement level: What is your age? ______

Ratio

Likert scale

Requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about an object

Continuous rating scale

Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other -(Interval)

Sampling Frame Error

Sampling frame not representative of ideal population - can be caused by sampling frame that contains irrelevant units

Cluster sampling

Sampling units are divided into mutually exclusive and collectively exhaustive subpopulations called clusters

Non probability sampling

Sampling units do not have equal opportunity to be selected for the study - sample size is less important

Probability sampling

Sampling units have equal opportunity to be selected for the study

Identify the scale: SEARS IS: Powerful --:--:--:--:--: Weak Unreliable --:--:--:--:--: Reliable Modern --:--:--:--:--: Old-fashioned

Semantic differential scale

Questionnaire

Set of questions to measure constructs and record variables of interest

Identify the type of question: In which of the following categories does your age (in years) fall? _____ Less than 18 ______ 18-30 ______ 31-45 ______ 46-60 ______ Over 60

Structured/ordinal

Itemized rating scales

The respondents are provided with a scale that has a number or brief description associated with each category

frequency distribution

Univariate and Bivariate

Way to increase validity

Use multiple dimensions

Way to increase reliability

Use multiple questions for each of the multiple dimensions

Validity

Whether or not we are measuring the right thing

Reliability

Whether or not we can get the same results with our measurement again and again

alternative hypothesis

a statement in which some difference effect is expected

Null Hypothesis

a statement of the status quo, one of no difference or no effect

Structured Questions

closed ended -dichotomous (2 category levels) -or multi-category (having more than 2 answer options)

Data Error

distortions in collected data and mistakes in data coding, analysis, or interpretation

Non-comparative rating scale

evaluates a single product by itself (ex. Likert Scale)

Response category sequence

follows a natural order

Relevance in questions

make the questions so that the respondent CAN and WILL respond. They wont usually respond to questions about personal finances or sex

Conceptual Model

pictorial display of variables and hypothesized or proposed relationships among them

Response category content

says responses should be -collectively exhaustive (taken together) AND -mutually exclusive (not overlap)

Balanced scales

will have a "neutral" or "zero" option