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94 Cards in this Set
- Front
- Back
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detailed blueprint to guide implementation of a research study toward the realization of its objectives
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research design
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This kind of research is used to formulate problems more precisely and develop hypotheses.
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Exploratory Research
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This kind of research is used to estime proportion of people who behave in a certain way or make specfic predictions.
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Descriptive Research
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This type of research provides evidence regarding cuasal relationships by means of concomitant variation, time order, or elimination of other explanations
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Causal Research
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Literature search, experience survey, analysis of select cases, focus groups, interviews, projective tests, and ethnographies are all examples of
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Exploratory Research
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Longitudinal studys, true panel, omnibus panel, and sample survey are types of this research
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descriptive research
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Laboratory and field experiments are primary types of _______ research
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Causal
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______ techniques generate all possible reasons for a problem
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Exploratory
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_______ & _______ approaches narrow the possible causes
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Descriptive & Causal
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Secondary sources of data collection are mostly used for this type of research:
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Exploratory
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Syndicated services are considered what type of data (Primary or secondary?)
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Secondary
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Limitations of qualitative exploratory data:
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1) small sample. 2) ambiguous results.
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_______ provide probing and depth, but are expensive and time consuming.
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Depth Interviews
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What type of research offers participants more stimulation than interviews?
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Focus Groups
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Average size of focus groups
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8-12 OR 5-9 (or 10...)
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True or false: Analysis and interpretation of focus groups results is objective.
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False (analysis is subjective.)
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Word association, completion tests, picture interpretation, or role playing are what type of research techniques?
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Projective techniques
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What are the limations of observational methods?
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1) cannot observe motivations, intentions; 2) other compounding factors; 3) costly and time consuming; 4) subjectivity bias of observers
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80-90% of all market research is ________.
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Descriptive research
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True or False: Brand loyalty and brand switching use longitudinal data.
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True !
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This type of data tests for changes and trends over time.
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Longitudinal data
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The majority of market research projects use this type of data.
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Cross-sectional data
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definition of True Panels
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True panels rely on repeated measurements of the same variables. (sample is maintained over time.)
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In this type of longitudinal data panel, a sample is maintained, but the information collected from members varies over time.
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Omnibus panels
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True or False: The cross-sectional study is the most frequently used and important type of descriptive design.
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True
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This type of study provides a snapshot of variables of interest at a single point in time.
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Cross-sectional analysis
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_________ tends to produce more representative samples of the population of interest.
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Cross sectional data
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True or false: Cross sectional data produces fewer errors in reporting past behavior because of natural forgetting.
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False: Longitudinal data produces fewer errors in reporting past behavior because of natural forgetting.
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_______ allows collection of a great deal more classification information from respondents.
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longitudinal data
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___________ allows the investigation of a great many relationships.
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cross sectional data
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What is the first step in the procedure for developing a questionnaire?
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Specify what information will be sought.
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What step comes after determining the content of individual questions when developing a questionnaire?
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Determine form of response to each question.
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True or false: Physical characteristics of questionnaire are determined before determining the sequence of questions.
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False (sequence of questions is determined before physical characteristics of questionnaire.)
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True or false: The last step of developing a questionnaire is the distribution of the survey.
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False: PRE-TEST the survey & revise where needed = last step of developing a questionnaire.
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What are the factors affecting the choice of a survey method?
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1) type of data -- question form and content; 2) length of data collection; 3) sampling; 4) type of population (ability/motivation to respond); 5) response rate; 6) cost
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PIT stands for
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Purchase Intercept Technique (in-store interviews during purchase.)
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Advantages of personal interviews include:
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arouses interest, ability to ask complex questions, clarify misunderstandings, flexibility, probing
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The response rate is generally poor for what type of method of survey administration?
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Mail surveys
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Cost per completed response is high for what type of survey administration method?
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personal interview
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Cost per completed is generally low for what type of survey administration method?
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telephone interview
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Bias of interviewer can be a disadvantage for what type of survey administration method?
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personal interview
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This type of survey administration method has reliable answers because there is no inhibiting intermediary
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mail surveys
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SRDD is used in what type of survey administration method?
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Telephone interviews (stands for: systematic random digit dialing)
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"Is the question necessary?" is a question asked during what step of the survey development procedure?
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step 3: individual question content
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Telescoping error refers to:
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the fact that most people remember an event as having occurred more recently than it had.
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What is recall loss?
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repsondents forget that an event happened at all.
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When referring to individual question content: For long periods, ________ is smaller whereas __________ is larger.
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For long periods, RECALL LOSS is smaller whereas the TELESCOPE EFFECT is larger.
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The following question is an example of what type of question:
How many long distance calls do you make in a typical week?: _ less than 5 _ 5-10 _more than 10 |
Multichotomous (provides FIXED ALTERNATIVES.)
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Multiple choices should be ___________.
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mutually exclusive
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Skip patterns and respondent interest and attention are outcomes to look for during:
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pretesting the questionnaire
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Information possessed, feelings of like/dislike, and intentions to behave are all components of _____.
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Attitudes
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____ is defined as mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it.
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Attitudes
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True or false: Attitudes cannot be directly measured or observed.
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True
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This attitude component consists of a persons knowledge and represents a person's information/awareness of an object.
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Cognitive component of attitudes
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This attitude component consists of a person's overall feelings toward an object, situation, or person.
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Affective component
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Favorable-unfavorable scale questions measure what component of attitude?
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Affective
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This attitude component consists of a person's expectations of future behavior towards an object.
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Intention (Conative)
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Standardized process of assigning numbers or other symbols to certain characteristics of objects of interests according to pre-specified rules.
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Measurement
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A person's social security number is an example of what type of scale?
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Nominal (simply identifies a respondent or response)
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This type of scale possesses a natual or absolute zero.
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Ratio
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In this scale, numbers are assigned to objects that represent categories, rank orders, as well as how much the object is preferred on the attribute being measured
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Interval scale
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In this scale, differences between numbers correspond to differences in attributes.
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Interval scale
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Male vs Female is an example of what kind of scale.
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Nominal (identification)
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Preference for brands is an example of what kind of scale.
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Ordinal (order matters)
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Temperature scale is an example of what kind of scale.
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Interval (comparison of intervals)
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Weight is an example of what kind of scale
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Ratio
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True or false: Mean is used as the measure of average for a nominal scale.
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False: Mode is used for nominal; mean is used for interval.
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______ is the measure of average used for ordinal scales.
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Median
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Like - Dislike scales are an example of what type of scale?
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Interval
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Itemized-category attitude scale most widely used by marketing researchers.
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Single item scale
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To reflect relative preference, you may use this example of single-item attitude scale
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constant-sum scale: respondents allocate a fixed number of rating points among serial objects.
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These types of attitude scales were developed to measure a sample of beliefs toward the objects and combine the set of answers into an average score.
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Multiple-item Scales
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______ is the measure of average used for ordinal scales.
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Median
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Like - Dislike scales are an example of what type of scale?
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Interval
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Itemized-category attitude scale most widely used by marketing researchers.
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Single item scale
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To reflect relative preference, you may use this example of single-item attitude scale
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constant-sum scale: respondents allocate a fixed number of rating points among serial objects.
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These types of attitude scales were developed to measure a sample of beliefs toward the objects and combine the set of answers into an average score.
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Multiple-item Scales
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________ is the extent to which the measurement process is free from both systematica nd random errors
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Validity
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_______ is the extent to which the measurement process is free from random errors.
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Reliability
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True or false: Non-probability samples are easier and cheaper than probability samples.
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True
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Convenience, judgment, and quota samples are examples of what type of sample? (probability or non-probability)
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Non-probability
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A probability sample that is distinguished by:
(1) The population is divided into mutually exclusive and exhaustive subsets. (2) a simple random sample of elements is chosen independently from each subset. |
Stratified Sampling
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True or false: In cluster sampling, a sample of elements is selected from each subgroup.
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False: In cluster sampling, a sample of SUBGROUPS is selected from the population.
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True or false: With cluster sampling, subgroups ideally should be as heterogeneous as possible
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True
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Cluster samples are typically ________ (less or more) statistically efficient than stratified samples or simple random samples.
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Cluster samples are typically LESS statistically efficient (meaning they have a larger standard of error.)
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Which is more economically efficient: Cluster or Stratified samples?
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Cluster (hence it is more widely used)
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With cluster samples...
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chose a subgroup that is homogeneous BETWEEN groups and heterogeneous WITHIN the group.
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Central Limit Theorem suggests...
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as long as sample size is sufficiently large (>50), it will assume normal distribution
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In ________ sampling, derived population (all possible sample combinations) is much smaller, and the sample distribution is more concentrated towards the true mean.
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Derived population
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________ sampling is the easiest and least expensive - select every k-th element after a random start.
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Systematic
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Ad Hob Methods of determining sample size are used when...
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1) budgetary constraints dictate size; 2) market researcher knows from experience what size to adopt
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If analysis involves comparison between subgroups, sample size in each subgroup should be between ___ to___.
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20 to 50 (ideally >30)
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Factors determining sample size
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1) number of groups and subgroups within sample; 2) value of information in study; 3) accuracy level required; 4) cost of sample; 5) variability of population (homo/heterogeneous); 6) actual size of population?
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sample size formula
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n =[ [(zσ/₂)^2]*[σx^2]] / D^2
sampling error = D confidence level = σ expected population std. dev = σx extent of error = z |
