MKT 444 - Exam 2

how to select a scale

- Based on the scope of the research objectives, select type of scale and number of scale Categories - Balanced vs. Non-balanced - Forced vs. Non-forced

In order to maintain good commercial online panel management, the researchers need to _____

- Keep recruiting due to attrition. - Keep the privacy of the panel members. -Provide panel members with positive experiences. All of these

ways to assess validity?

- face validity - content validity - predictive validity

basic levels of measurement scales

- nominal (most basic and least powerful) - ordinal - interval - ratio (most powerful)

Survey Types

- telephone interviews - door to door interviews - executive interviews - mall intercept interviews - mail surveys - online surveys

ways to test reliability?

- test-retest - equivalent form - internal consistency

survey method determinations

- time available - budget - data quality - exposure - incidence rate

longitudinal surveys

-Use the same survey & same sample -Identify market trends -Use tracking panels & groups

measurement process

1. Construct selection/development: To identify what to be measured 2. Scale measurement: To determine how to precisely measure each construct

Questionnaire Design Process

1. determine survey objectives, resources, and constraints 2. determine the data-collection method 3. determine the question response format 4. decide on the question wording 5. establish questionnaire flow and layout 6. evaluate the questionnaire 7. obtain approval of all relevant parties 8. pretest and revise 9. prepare final copy 10. implement the survey

census

A complete enumeration of the elements of a population or study objects.

sample

A subset of all the members of a population of interest.

Internal consistency

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

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

Which of the following is not a good design technique for mobile surveys?

Add many graphics to help explain concepts

Which of the following is an incorrect statement concerning questionnaire layout?

Always place demographics questions at the beginning.

Response format

Close ended or open ended close ended - dichotomous questions - multiple choice questions - scaled response questions

Please rate your agreement level on the statement below based on your recent experience (1- strongly disagree,2,3,4,5, 6,7- strongly agree, do not know). The restaurant provided quality food The server was friendly. The server was knowledgeable. The restaurant provided good value for the money. Construct = ? Construct Development = ? Scale descriptors = ? Scale points= ?

Construct = customers attitudes on their recent experience Construct Development = the set statements being rated Scale descriptors = strongly disagree, strongly agree, ... Scale points= 1, 2, 3, 4,

Predictive validity

Degree to which a future level of a criterion variable can be forecast by a current measurement scale

reliability

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

validity

Degree to which what the researcher was trying to measure was actually measured.

In the questionnaire design process, what is the first step?

Determine the survey objectives, resources, and constraints

Which of the following questions would potentially bias or confuse the respondents?

Do you shop at a cheap store like Wal-Mart?" "How satisfied are you with McDonald's food quality and location?" "We are conducting a study concerning the high quality of First National Bank services" all of these

random error or random sampling error

Error that results from chance variation, which is the difference between the calculated sample value and the true value of the population. The larger the sample size, the smaller the random sampling error.

systematic error or bias

Error that results from problems in the research design or flaws in the execution of the research design; Sometimes called non-sampling error.

To start a research, we use _____ first to increase the understanding of a concept and get background information of the issue/opportunity Exploratory research Descriptive research Causal research

Exploratory research

is a 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.

Exploratory research

cross sectional surveys

For one-time snapshots of population

satisfaction

How people evaluate their post-purchase consumption experience with a particular product/service/company.

If the client needs to have survey results quickly, which of the following methods would be best?

Internet

How satisfied were you with the service you received yesterday from the flight attendant on your United Airlines flight? _____ Very satisfied _____ Somewhat satisfied _____ Neither satisfied nor dissatisfied _____ Somewhat dissatisfied _____ Very dissatisfied

Itemized rating scale

All of the followings are advantages of online surveys EXCEPT:

Lack of "call back"

What interviews are conducted by running into people in a big shopping area and interviewing them face-to-face?

Mall-intercept interviews

NPS (Net Promoter Score)

Measures a customer's willingness to recommend a provider's products or services to another on a scale of -100 to 100.

_____________ measures customer affinity towards your company or brand, by asking "On a scale of 1-10, how likely are you to recommend this product to a friend?"

Net Promoter Score (NPS)

Probing is especially important when using: Dichotomous questions Open ended questions closed ended questions Multiple choice questions None of these

Open ended questions

Brand awareness

Percentage of respondents having heard of a designed brand; awareness cold be either unaided or aided.

Online surveys are ideal for: Reaching a low incidence population Reaching a high incidence population Reaching senior citizens A survey that requires extensive probing

Reaching a low incidence population

A solicitation, sent to marketing research suppliers inviting them to submit a formal proposal including a bid, is called ________________

Request for Proposal (RFP)

Exploratory Research

Research conducted to gather more information about a problem or to make a tentative hypothesis more specific

Do-It-Together (DIT)

Research supplier partners with clients at various points during projects.

nonprobability samples

Samples in which specific elements from the population have been selected in a nonrandom manner.

questionnaire design process

Step 1. Determine survey objectives, resources, and constraints Step 2. Select data collection method Step 3. Develop question response format, wording, and flow Step 4. Evaluate questionnaire Step 5. Obtain approval for all relevant parties Step 6. Pretest, revise, and finalize questionnaire Step 7. Implement survey

Managing the research process

The Research Request (internal) -An internal document used by large organizations that describes a potential research project, its benefits and estimated costs; it must be formally approved before a research project can begin. Request for Proposal (external)- RFP -A solicitation sent to marketing research suppliers inviting them to submit a formal proposal, including a bid. Marketing Research Proposal -Document developed usually in response to an RFP, that presents the research objectives, research design, timeline, and cost.

demographics

The age, gender, occupation, income, and other characteristics of individuals

What is the flaw in the following question: What was your total annual income last year from all sources? Above $60,000 $50,000 - $60,000 $40,000 - $50,000 $30,000 - $40,000 Below $30,000

The choices are not mutually exclusive.

purchase intent

The number of people planning to buy a specified product or service within a designated time period.

brand attitudes

The number of respondents and their intensity of feeling positive and negative toward a specific brand.

measurement

The process of using rules to assign numbers or labels to persons, objects, or events, to represent quantities or qualities or attributes.

Scaled-Response Questions:

The response choices are designed to capture the intensity of the respondent's feeling. -Permits measurement of the intensity. -Coding is easy. -More powerful statistical tools to analyze results

Suppose that a personal interviewer asks a respondent during a taste test of a new cake product: "How did you like the taste and smoothness of the cake?" What is the flaw in this question?

This is a double-barreled question.

important factors

To what extend do specific factors influence a person's purchase choice.

Part of the U.S. Census for 2020 was done by door-to-door interviews.

True

Face validity

Use a judgment call to decide if the measurement seems to measure what it supposed to measure.

sample frame

a list of population elements from which units to be sampled can be selected or a specified procedure for generating such a list.

Causal Research

a technique that attempts to understand cause-and-effect relationships

Multiple-choice questions:

ask respondent to choose among several answers. -Not all possible alternatives are included. Option to include 'other.' -Must spend time generating the list of possible responses.

Dichotomous Questions:

ask the respondents to choose between two answers. a) Two fixed alternatives-yes or no; agree or disagree. b) Easy to administer c) Evoke a rapid response d) fail to communicate intensity of feeling

If a social media site asks a customer who has purchased a new smartphone the following question, what type of scale item is being used? The registration process was simple. Strongly Disagree, Somewhat Disagree, Neutral, Somewhat Agree, Strongly Agree

balanced scale

_________ is to measure respondents' intensity of positive and negative feeling toward a specific brand. a. Brand awareness b. Brand equity c. Brand attitude d. Purchase Intent e. None of these

c = brand attitude

When a company invites pre-validated customers to join an online panel discussion of other customers, this is called:

closed online panel recruitment.

To measure customers' attitude toward a local restaurant is an example of ___________.

construct

Which of the following is not characteristic of open-ended questions?

ease of coding and tabulation of results

Researchers are to conduct _______________ to gain additional background information to fully comprehend the problem. The goal is to define the major dimensions of the problem.

exploratory research

Commercial online panels are created for the exclusive use of one specific company or for one particular project.

false

Content validity is to make a judgment call as to whether the measure "looks like" it measures what it is supposed to. True or False?

false

Content validity is to use a judgment call to decide if the measurement seems to measure what it supposed to measure.

false

Incident rate is not a factor to determining the selection of a particular survey methods.

false

Screening question(s) should be located in the middle of the survey to qualify respondents.

false

interval scales

have categories which are broken into equal segments. The numbers used as categories do have meaning and measure how much of a trait an observation has.

ratio scales

have the advantages of the other scales plus a meaningful origin. It is the most powerful scale.

ordinal scales

have the labels of nominal scales plus the ability to order data. Ordinal numbers are used strictly to indicate rank order.

A screening question is used to:

identify appropriate respondents for the survey.

You are creating a survey that is to evaluate the level of customers' satisfaction (with intensity) for various brands of cola. Which type of scale is the best for this type of question?

interval

Questionnaire flow

introduction screeners warm ups transitions complicated classification than you note

clarity

is achieved by avoiding ambiguous terminology, using reasonable vernacular language adjusted to the target group, and asking only one question at a time.

Indicate your level of agreement with the following statement: The Dean is doing a very good job. Strongly Agree, Agree, Indifferent, Disagree, Strongly Disagree This scale illustrates which technique?

likert

Indicate your level of agreement with the following statement: The president at the university is doing a very good job. 1- Strongly disagree, 2, 3, 4, 5- Strongly agree This scale illustrates which technique? a.Likert b.purchase intent c.constant sum d.paired comparison e.none of these

likert

If an Internet Game Site asks a customer who has purchased a new game, what type of scale item is being used? The registration process was simple. Strongly Disagree, Somewhat Disagree, Neutral, Somewhat Agree, Strongly Agree

likert scale

To determine how the same group of respondents feels at different points of time, the researcher must use what kind of study?

longitudinal

All of the following are advantages of online surveys EXCEPT:

loss of nonverbal signals from the respondents.

What tactic to use in the survey design to make embarrassing topics less intimidating for the respondents to discuss?

make counter biasing statements

If the measurement scale has "yes" or "no" as choices for respondents to choose from, what type of measurement scale is being used?

nominal

What level of measurement would the following question produce? Please indicate the environmental surroundings in which you live using the following choices: (1) urban (2) rural (3) suburban (4) Other

nominal

What type of measurement scale is used in the example below? Which streaming service(s) do you use? (select all that apply) (1) Netflix (2) Disney+ (3) Amazon Prime Video (4) Hulu (5) HBO Max (6) Other

nominal scale

When Ford Motor Co. classifies its sales prospects for new cars into "likely buyer" or "likely non-buyer," what type of scale is Ford using?

nominal scale

selection error

occurs when sampling procedures are incomplete or improper or when appropriate selection procedures are not properly followed.•minimize error: develop selection procedures and having quality control checks.

What type of research has basically replaced computer-assisted telephone interviewing?

online survey research

What type of question is the following: "Why did you decide to attend Webster University?"

open ended

Which of the following types of questions would have the highest cost associated with its interpretation and tabulation?

open ended

____________ questions are those in which the respondents can reply in their own words.

open ended

Quality grades such as "good," "better," and "best" represent which of the following levels of measurement?

ordinal

Ranking questions generally produces ___________ level of measurement.

ordinal

Quality grades such as "good," "better," and "best" represent which of the following levels of measurement? a. nominal b. ordinal c.interval d. Ratio e. Metric

ordinal (there is an order to the grades)

nominal scales

partition data into categories that are mutually exclusive and collectively exhaustive. Every observation will fall into one of the several categories and only one.

In a personal interview situation, when the interviewer says: "Tell me more about that," what type of comment is this?

probe

The following scale is illustrative of a ______ scale. ____definitely buy ____probably buy ____might buy ____might not ____probably not ____definitely not

purchase intent

Which type of question would be located in the screener? Transitional Warm up Demographic Qualifying None of these

qualifying

The fact that online surveys can be sent to thousands of potential respondents at one time is called:

rapid deployment.

If the researcher wishes to measure something that could have a meaningful value of zero, what would be the appropriate type of scale?

ratio

If the same instrument gives consistent results every time it is used for a measurement, then it indicates:

reliability

The degree to which a measurement scale produces the same or similar results in repeated measurements over time is known as the ____________ of the scale.

reliability

Before a measurement scale can be shown to be valid, it must be _______.

reliable

descriptive research

research conducted to clarify the characteristics of certain phenomena to solve a particular problem

frame error

resulting from using an inaccurate or incomplete sample frame.•Minimize error: develop preliminary quality control checks to evaluate the accuracy and completeness of the frame.

population specification error

results from an incorrect definition of the population or universe from which the sample is to be selected.•Minimize error: careful consideration of the definition of the population

probability samples

samples in which every element of the population has a known, nonzero likelihood of selection.

Which of the following is a weakness of online surveying?

some respondents may answer the survey multiple times

Which of the following is the most common way to gather primary data in marketing research?

surveys

Which of the following is the most common way to gather primary data in marketing research? In depth interviews Observation studies Surveys Experiments Mall intercept interviews

surveys

A researcher who wants to use probing should consider using which type of questionnaire? Mail Internet Telephone Kiosk questionnaire

telephone

population

the entire group of people about whom information is needed; It is also called universe or population of interest. It is about "WHO".

When a client wants to obtain survey results quickly, which survey method is the best choice?

the internet/online survey

Content validity

the representativeness, or sampling adequacy, of the content of the measurement instrument. In other words, does the scale provide adequate coverage of the topic under study?

In survey design, question wording is important. To achieve this, we need to make sure _____________

the survey questions provide clarity.

survey research

the use of a questionnaire to gather facts, opinions, and attitudes; it is the most popular way of gathering primary data.

A solicitation sent to marketing research suppliers inviting them to submit a formal proposal is called request for proposal (RFP). True False

true

Construct Development is the process to determine what specific data to collect given research problem.

true

DIY surveys can be a great lead into the deep insights and solutions to long-term problems that can be accomplished with a professional client management provider.

true

Inability to probe is a major disadvantage of mail and self-administered interviews.

true

Internet survey tools have become increasingly sophisticated, making do-it-yourself or DIY surveys more feasible.

true

It is possible for respondents to falsify answers unconsciously.

true

Likert scale usually has a neutral position in the scale.

true

Scale measurement is the process of assigning scale descriptors and scale points.

true

Using a closed online panel recruitment method gives a panel provider greater control over who is invited to the panel.

true

Whenever possible, use the higher order measurement scales to increase the type of analysis that can be conducted.

true