MAR 4613 – FSU – Kim – Exam 1 – Marketing Research – Flashcards
Unlock all answers in this set
Unlock answersquestion
Albert Einstein Quote
answer
The FORMULATION of the problem is often more essential than it's solution.
question
The Process of Problem Definition
answer
Understand the Business Situation - Identify Key Symptom => Isolate the problem from the symptoms => Write Managerial Decision Statement and corresponding research purpose => Determine the unit of analysis? => Determine Relevant Materials => State research questions / objections / hypothesis
question
Limitations of Observations in General
answer
- Observations can describe the event that occurred but cannot EXPLAIN why that event occurred. - Observations over long periods is EXPENSIVE or even impossible
question
Researcher Needs to Understand
answer
the decision makers objectives for conducting research. the business context in which the decision maker operates objectives
question
Situation Analyisis
answer
informal gathering of background information to familiarize the researcher and manager with the decision-making environment situation. Guidelines: 1) Develop many alt problem statements 2) think about potential solutions 3) Use free-associated techniques to generate lists of ideas 4) be open minded
question
SYMPTOM
answer
the sign (indicator) that something is wrong
question
PROBLEM
answer
the actual reasons (possible causes) for the discrepancy between what is (current situation) and what is desired.
question
Process of Problem Definition
answer
1) Understand the Business Decision 2) Isolate Symptoms from Problem 3) Write Managerial Decision Statements and Corresponding Research Objectives 4) Determine Unit of Analysis 5) Determine Relevant Variables 6) State Research Questions and Objectives
question
DECISION STATEMENTS
answer
capture the researchers understanding of the decision makers objectives (reasons) for seeking the research.
question
Unit of Analysis
answer
The target population from whom data needs to be collected to serve the research objectives. (individuals, customers, competitors, etc..)
question
Variable
answer
Anything that may assume different values among members of the target population. Categorical of Continuos Dependent or Independent
question
HYPOTHESIS
answer
an unproven statement about the nature of relationships between variables or possible solution to a problem.
question
CONTINUOUS Variable
answer
can take on a range of **quantitative** values.
question
CATEGORICAL Variable
answer
Indicates membership in some group. Also called CLASSIFICATORY variable.
question
Dependent Variable
answer
a process outcome or a variable that is predicted and / or explained by other variables.
question
Independent Variable
answer
A variable that is expected to influence the dependent variable in some way.
question
Research OBJECTIVES
answer
Goals that the research is designed to achieve.
question
Research QUESTIONS
answer
Questions for which the research is designed to provide answers. The researchers translation of the managerial (marketing) problem into a specific inquiry.
question
Research Proposal
answer
A WRITTEN statement of the research design (strategy blueprint) that oftens also includes.
question
Contents of the Research PROPOSAL
answer
Purpose of the research Research Design Measurements Sample Design Data Gathering Data Processing Presentation of Results Time Schedule Budget
question
For Management (the Client) // Functions of a Research Proposal
answer
1) Evaluation: it helps the client to evaluate the ability of the research to accomplish its objectives. 2) Choosing research suppliers: client judges quality of different research suppliers from their proposals 3) Judgement Standard It is a standard for determining if the research was conducted as planned.
question
Functions of a Research Proposal // FOR THE RESEARCHER
answer
Thinking Ahead: it forces the researcher to think through the different stages of the research process. Bidding Document: it serves as the researchers bid to offer a specific service.
question
Functions of a Research Proposal // For Both Parties
answer
Communication: it serves as a means of communication between the researcher and the client (decision maker) Written Contract: it serves as a written contract that can always be referred to.
question
OBSERVATION
answer
the systematic process of recording actual behavioral patterns of people, objects, and events as they happen.
question
LIMITATIONS on Observation of Human Behavior
answer
- Cognitive phenomena cannot be observed. - Interpretation of data may be a problem. - Not all activity can be recorded. - Only short periods can be observed. Observer BIAS possible. - Possible invasion of privacy.
question
Nature of Observation Studies // VISIBLE OBSERVATION
answer
observation in whiche the observers presence is known.
question
Nature of Observation Studies // HIDDEN Observation
answer
observation in which the subject is unaware that observation is taking place.
question
Advantages of Observation over Surveying:
answer
Data are free from distortions, inaccuracies, or other response biases Data are recorded when actual and nonverbal behavior takes place.
question
Benefits of Observing Human Behavior
answer
- Communication is not necessary - Data not distorted by self-report bias - No need to rely on memories - nonverbal behavior data may be obtained - certain data may be obtained more quickly - environmental conditions can be recorded - may be combined with survey to provide complementary evidence.
question
COMPLEMENTARY EVIDENCE
answer
observation provides an additional source of information that helps explain other research findings.
question
Response LATENCY
answer
the amount of time it takes to make a choice. Used as a measure of preference.
question
DIRECT Observation
answer
straightforward attempt to observe and record what naturally occurs.
question
CONTRIVED Observation
answer
Observation in which the investigator creats an artifical environment in order to test a hypothesis. Env. may increase the frequency of certain behavior patterns to be observed.
question
Observer BIAS
answer
a distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer. Record events subjectively Record events inaccurately Interpreting Observation data incorrectly.
question
Ethical Issues of Human Observation
answer
Respondent's right to PRIVACY Contrived observation as ENTRAPMENT
question
Researchers feel comfortable collecting obersvation data if:
answer
- commonly performed in public - setting assures anonymity - observed person has agreed to be observed
question
Observation of Physical Objects
answer
Artifacts: made and consumed withing a culture that signals something meaningful. Inventories: count and record physical inventories. Content Analysis: systematic observation and quantitative description of manifest content of communication.
question
Mechanical Observation:
answer
TV / Radio Website Traffic (Click through rate) Scanner based consumer panel Camera Surveillance Neurolgical Device
question
Measuring Physiological Reactions
answer
Eye Tracking Monitor Pupilometer (measures pupil) Psychogalvanometer: measures involuntary changes in electrical resistance of skin. Assumes physiological changes accompany emotion. Voice Pitch Analysis.
question
Secondary Data
answer
Easier to collect, many sources, and cheap to get
question
Secondary Data (What is it?)
answer
recorded prior to and for a purpose other than the current research project.
question
Disadvantages of Secondary Data
answer
- Maybe outdated. - Units of Mesaurement might need to be converted. - Terminology - Lack of accuracy
question
Primary Data
answer
Collect yourself
question
Survey
answer
primary data method based on communication with representative of sample of individuals.
question
Respondants
answer
people who verbally answer an interviewers questions
question
Sample Survey
answer
Survey that emphasized contacting respondents who are a repre. sample of target pop.
question
Census vs Sample
answer
Always Census
question
Type of Data in Market Segmentation?
answer
Demographics Psycographics Lifestyle
question
Type of Data in Customer Satisfaction?
answer
Satisfaction
question
Type of Data in Advertising Testing
answer
Awareness Believiability Recall Recognition
question
Advantages of Surveys
answer
Speed Cost Accuracy Efficiency
question
Disadvantages of Survey
answer
Survey Error Communication Problems
question
Classifying Survey Research Methods
answer
- By Method of Communication (Personal v Telephone) - By Degree of Structure (Unstructured Disguise) - By time Frame (Cross Sectional vs Longitudinal)
question
Structured Questions
answer
Limit on responses (MC)
question
Unstructured Question
answer
No limit on response
question
Undisguised (Direct)
answer
assume respondent is willing to answer
question
Disguised (Indirect)
answer
Assume the purpose of the study must be hidden (drugs)
question
Undisguised (Direct) Unstructured
answer
Survey with open ended questions to discover new answers
question
Cross Sectional Studies
answer
data collected at single point in time (only once, but could be a six month window)
question
Longitudinal Studies
answer
Data collected at different points in time using: - Successive (different samples in a tracking or cohort study) - same sample in panel study
question
Random Sampling Error
answer
OKAY
question
Systematic Error (BIAS)
answer
NOT OKAY
question
Respondent Error
answer
Sample biases that result from respondent action or inaction
question
Administrative Error
answer
Error caused by improper admin (execution) of research tasks
question
Nonresponse Error
answer
stat differences between the results of a survey in which the sample includes only those responses and a survey that would include those who failed to respond for various reasons (not home, refusal, self selection)
question
Response bias
answer
deliberate falsification or unconscious misrepresentation
question
Acquiescence Bias (Response BIAS)
answer
tendency to agree with everything interviewer says
question
Extremity Bias (Response BIAS)
answer
tendency to use extremes in response
question
Interviewer Bias (Response BIAS)
answer
interviews presence affect response
question
Auspices Bias (Response BIAS)
answer
knowledge of sponsor of research affecting response
question
Social Desirability bias
answer
acceptable answers rather than truth
question
Categories of Admin Error
answer
Sample Selection Error: improper sample design or procedure Interviewer Error Interviewer Cheating Data Processing Error: incorrect into or bad programming
question
Personal Interviews
answer
Door to Door Mall Intercept Interviews Pre-Arranged Meeting
question
Advantages of Personal Interviews
answer
1) Feedback 2) probe complex questions 3) more willing respondents, time wise 4) reduction in rate of nonresponse (completing questionnaire 5) possibility of visual aide 6) High response rate
question
Disadvantages of Personal Interviews
answer
Interviewer influence Respondents cannot be anon maybe need for several callbacks high cost
question
Telephone Interviews
answer
most widely used commercial survey method
question
Telephone Interviewing Systems
answer
- Central Location Interview: normally through WATS (wide area telecom service). allows supervision and control - Computer Assisted: (CATI): usually includes: phone number selection, auto dialing, sample selection, auto callback, reporting on # of completed interviews - Computerized voice activated: computer assumes all responsibility for interviewr
question
Advantages of Telephone Interview
answer
- high speed of data collect - inexpensive compared to personal - better anon - releatively higher respondent cooperations and lower nonresponse compared to personal interview
question
DisAdvantages of Telephone Interview
answer
- problems in getting good samples - answering machines - callbacks - respondents ability to easily hangup - inability to use visual aide - need for shorter forms of questioning - DO NOT CALL LISTS
question
SELF-ADMIN Surveys
answer
respondent reads and fills out questions.
question
Distribution of Self Admin
answer
- mail or postal - drop off - fax - inserts - direct - warranty
question
Advantages of Self Admin
answer
- geographic flexibility - low cost - respondent convenience - respondent anon
question
DisAdvantages of Self Admin
answer
- absence of interviewer (loss of control, misinterpretation, no visual aid) - standardized questions - takes long time to get data - short questionnaire low response rate - no assurance that the person the survey was meant for actually took it
question
Response Rate Issues in Postal
answer
number of completed and returned surveys divided by number of eligible people contacted
question
Increasing Response?
answer
Cover Letter Rewards Good questions advance notification prestige of sponsor color of paper type of postage
question
Increase in response rate over control group:
answer
Prior tele calls (19%) $0.10 (17%) $0.25 (19% $1.00 (26%) Pen (12%) Pocket Knife (15%) Stamp (7%) Anon (in company) (20%) Anon external (10%) Follow ups (12%)
question
Fax Survey
answer
eh. bad cause people dont really have fax anymore but quicker and cheaper than trad mail
question
Electron Self Admin
answer
1) Email 2) Internet (Web HTML) 3) Kiosk 4) On site comp 5) Disk by Mail
question
Advantages of Electron Self Admin
answer
1) Speed of Distribution 2) Low Cost 3) Faster response 4) greater flex 5) less paper
question
DisAdvantages of Electron Self Admin
answer
1) Security 2) lack of anon 3) different types of computers and users 4) difficulties for email novices
question
Advantages of Internet Survey
answer
- Speed - cost effective - visual appealing / interactive - accurate real time data - easy callback - flexible / personalized - anon
question
DisAdvantages of Internet Survey
answer
- non widespread use of internet in general pop - difference in capabilities / computer skills - lack of security of personal info
question
Protesting Survey Instruments
answer
- Pre-Testing: screening procedures that involves trial run with a group of responds to iron out problems - Basic Way to PreTest: >screen with other professionals >have client review final questionnaire >collect data from small pool
question
Ethics
answer
- protect public from misrepresentation and exploitation - protect privacy - no deception - inform respondents of purpose - matain honesty / confidentiality - maintain objective
