Marketing Research Exam 2 – Flashcards
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experiment
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a research approach in which one variable is manipulated and the effect on another variable is observed
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casual research
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research designed to determine whether a change in one variable likely caused an observed change in another
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concomitant variation
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the statistical relationship between two variables
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appropriate time order of occurrence
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change in an independent variable occurred before an observed change in the dependent variable
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elimination of other possible causal factors
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hard to prove that something else did not cause change in B
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laboratory experiments
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experiments conducted in a controlled setting
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field experiments
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tests conducted outside the laboratory in an actual environment, such as a marketplace
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internal validity
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the extent to which competing explanations for the experimental results observed can be ruled out
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external validity
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the extent to which causal relationships measured in an experiment can be generalized to outside persons, settings, and times
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history
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the intervention, between the beginning and end of an experiment, of outside variables or events that might change the dependent variable
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maturation
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changes in subjects occurring during the experiment that are not related to the experiment but that may affect subjects' response to the treatment factor
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instrument variation
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changes in measurement instruments that might affect measurements
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selection bias
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systematic differences between the last test group and the control group due to a biased selection process
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mortality
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loss of test units or subjects during the course of an experiment, which may result in nonrepresentativeness
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testing effect
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an effect that is a by-product of the research process itself
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regression of the mean
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the tendency of subjects with extreme behavior to move toward the average for that behavior during the course of the experiment
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randomization
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random assignment of subjects to treatment conditions to ensure equal representation of subject characteristics
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physical control
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holding constant the value or level of extraneous variables throughout the course of an experiment
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design control
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use of the experimental design to control extraneous causal factors
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statistical control
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adjusting for the effects of confounded variables by statistically adjusting the value of the dependent variable for each treatment condition
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experimental design
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a test in which the researcher has control over and manipulates one or more independent variables
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treatment variable
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an independent variable that is manipulated in an experiment
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experimental effect
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the effect of the treatment variable on the dependent variable
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contamination
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inclusion in a test of a group of respondents who are not normally there
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pre-experimental designs
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designs that offer little or no control over extraneous factors
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one-shot case study design
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a pre-experimental design with no pretest observations, no control group, and an after measurement only
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one-group pretest-posttest design
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a pre-experimental design with pre- and post measurements but no control group
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true experimental design
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research using an experimental group and a control group, to which test units are randomly assigned
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before and after with control group design
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a true experimental design that involves random assignment of subjects or test units to experimental and control groups and pre- and post measurements of both groups
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after-only with control group design
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a true experimental design that involves random assignment of subjects or test units to experimental and control groups, but no pre- measurement of the dependent variable
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quasi- experiments
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studies in which the researchers lack complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner
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interrupted time-series design
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research in which repeated measurements of an effect "interrupts" previous data patterns
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multiple time-series design
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an interrupted time-series design with a control group
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test market
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real-world testing of a new product or some element of the marketing mix using and experimental or quasi-experimental design
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measurement
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the process of assigning numbers or labels to persons, objects, or events, in accordance with specific rules for representing quantities or qualities of attributes
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rule
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a guide, method, or command that tells a researcher what to do
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constructs
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specific types of concepts that exist at higher levels of abstraction
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constitutive definition
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a statement of the meaning of the central idea or concept under study, establishing its boundaries; also known as theoretical, or conceptual, definition
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operational definition
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a statement of precisely which observable characteristics will be measured and the process for assigning a value to concept
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scale
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a set of symbols or numbers so constructed that the symbols or numbers can be assigned by a rule to the individuals (or their behaviors or attitudes) to whom the scale is applied
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nominal scales
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scales that partition data into mutually exclusive and collectively exhaustive categories
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ordinal scales
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scales that maintain that labeling characteristics or nominal scales and have the ability to order data
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interval scales
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scales that have the characteristics of ordinal scales, plus equal intervals between points to show relative amounts; they may include an arbitrary zero point
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ratio scales
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scales that have the characteristics of interval scales, plus a meaningful zero point so that magnitudes can be compared arithmetically
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reliability
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the degree to which measures are free from random error and, therefore, provide consistent data
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test-retest reliability
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the ability of the same instrument to produce consistent results when used a second time under conditions as similar as possible to the original conditions
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stability
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lack of change in results from test to retest
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equivalent form reliability
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the ability of two very similar forms of an instrument to produce closely correlated results
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internal consistency reliability
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the ability of an instrument to produce similar results when used on different samples during the same time period to measure a phenomenon
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split-half technique
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a method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results
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validity
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the degree to which what a researcher was trying to measure was actually measured
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face validity
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the degree to which a measurement seems to measure what it is supposed to measure
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content validity
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representativeness, or sampling adequacy, or the content or a measurement instrument
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criterion-related validity
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the degree to which a measurement instrument can predict a variable that is designated a criterion
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predictive validity
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the degree to which a future level of a criterion variable can be forecast by a current measurement scale
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concurrent validity
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the degree to which another variable, measured at the same point in time as the variable or interest, can be predicted by the measurement instrument
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construct validity
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the degree to which a measurement instrument represents and logically connects, via the underlying theory, the observed phenomenon to the construct
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convergent validity
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the degree of correlation among different measurement instruments that purport to measure the same construct
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discriminant validity
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a measure of the lack of association among constructs that are supposed to be different
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scaling
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procedures for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in question
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unidimensional scale
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a scale designed to measure only one attribute or a concept, respondent, or object
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multidimensional scale
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a scale designed to measure several dimensions of a concept, respondent, or object
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graphic rating scale
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a measurement scale that includes a graphic continuum, anchored by two extremes
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itemized rating scale
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a measurement scale in which the respondent selects an answer from a limited number or ordered categories
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noncomparative scale
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a measurement scale in which judgement is made without reference to another object, concept, or person
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rank-order scale
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a measurement scale in which the respondent compares two or more items and ranks them
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comparative scale
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a measurement scale in which one object, concept or person is compared with another scale
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paired comparison scale
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a measurement scale that asks the respondent to pick one or two objects in a set, based on some stated criteria
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constant sum scale
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a measurement scale that asks the respondent to divide a given number of points, typically 100, among two or more attributes, based on their importance to him or her
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semantic differential scale
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a measurement scale that examines that strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words or phrases that could be used to describe it; the means of the responses are then plotted as a profile or image
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stapel scale
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a measurement scale that requires the respondent to rate, on a scale ranging from +5 to -5, how closely and in what direction a descriptor adjective fits a given concept
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likert scale
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a measurement scale in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study
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purchase intent scale
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a scale used to measure a respondent's intention to buy or not buy a product
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balanced scale
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a measurement scale that has the same number of positive and negative categories
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nonbalanced scale
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a measurement scale that is weighted toward one end or the other of the scale
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questionaire
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a set of questions designed to generate the data necessary to accomplish the objectives of a research project; also called an interview schedule or a survey instrument
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survey objective
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an outline of the decision-making information sought through a questionnaire
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open-ended question
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a question to which the respondent replies in her or his own words
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closed-ended question
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a question that requires the respondent to choose from a list of answers
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dichotomous question
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a closed-ended question that asks the respondent to choose between two answers
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multiple-choice question
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a closed-ended question that asks the respondent to choose among several answers; also called multichotomous questions
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scale-response question
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a closed-ended question in which the response choices are designed to capture the intensity of the respondent's feelings
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clarity in wording
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clarity achieved by avoiding ambiguous terminology, using reasonable, vernacular language adjusted to the target group, and asking only one question at a time
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respondent biasing
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leading questions that give away the research goal or sponsor identity
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respondent's question-answering ability
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factors affecting this ability include lack of required information, forgetfulness, or incomplete recall ability
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respondent's willingness to answer
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embarrassing, sensitive, or threatening questions or questions divergent from respondent's self-image may cause them to refuse to answer
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screeners
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questions used to identify appropriate respondents
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prompters
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short encouraging statements to rebuild respondent interest
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necessary questions
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questions that pertain directly to the stated survey objectives or are screeners, interest generators, or required transitions.
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approval by managers
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managerial review and approval after questionnaire drafting to prevent false starts and expensive later redrafts
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pretest
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a trial run of a questionnaire
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supervisor's instructions
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written directions to a field service firm on how to conduct a survey
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field management companies
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firms that provide support services such as questionnaire formatting, screener writing, and coordination of data collection
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questionnaire costs and profitability
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factors affecting costs and profits, including overestimating, overbidding, incidence rate, roadblocks to completed interviews, and premature interview terminations
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sampling
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the process of obtaining information from a subset of a larger group
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population
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an entire group of people about whom information is needed; also called universe or population of interest
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census
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a collection of data obtained from or about every member of the population of interest
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sample
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a subset of all the members of a population of interest
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sampling frame
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a list of population elements from which units to be sampled can be selected of a specified procedure for generating such a list
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random-digit dialing
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a method of generating lists of telephone numbers at random
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probability samples
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samples in which every element of the population has a known, nonzero likelihood of selection
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nonprobability samples
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samples in which specific elements from the population have been selected in a nonrandom manner
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sample size
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the number or population elements chosen in the sample
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population parameter
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a value that accurately portrays or typifies a factor of a complete population, such as average age or income
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sampling error
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error that occurs because the sample selected is not perfectly representative of the population
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nonsampling error
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all error other than sampling error; also called measurement error
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simple random sample
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a probability sample selected by assigning a number to every element of the population and then using a table of random numbers to select specific elements for inclusion in the sample
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systematic sampling
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probability sampling in which the entire population is numbered and elements are selected using a skip interval
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stratified sample
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a probability sample that is forced to be more representative though simple random sampling of mutually exclusive and exhaustive subsets
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proportional allocation
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sampling in which the number of elements selected from a stratum is directly proportional to the size of the stratum relative to the size of the population
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disproportional, or optimal, allocation
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sampling in which the number of elements taken from a given stratum is proportional to the relative size of the stratum and the standard deviation of the characteristic under consideration
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cluster sample
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a probability sample in which the sampling unites are selected from a number of small geographic areas to reduce data-collection costs
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convenience samples
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nonprobability samples based on using people who are easily accessible
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judgement samples
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nonprobability sample in which the selection criteria are based on the researchers personal judgment about representativeness of the population under study
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quota samples
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nonprobability samples in which quotas, based on demographic or classification factors selected by the researcher, are established for population subgroups
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snowball samples
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nonprobability samples in which additional respondents are selected based on referrals from initial respondents
