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Exam 2 Marketing Research *Started on Ch7 need 5+6

Terms in this set (69)

How do we measure customer loyalty?
1. How likely are you to recommend?
2. How likely are you to buy from us again in the future?
3.How likely are you to try out other of our products/services?
your total CLI is measured by the average of these 3 resposes
Brand Equity
is the added value a brand name gives to a product beyond the functional benefits provided.
Brand Equity Measurement System
-Performance
-social image
-value
-trustworthiness
-attachment
Brand resonance
-loyalty
-attachment
-community
-engagement
Constructs
are an unobservable concept measured by a group of related variables
during construct development a researcher is forced to id measurable subcomponents that can be used as indicators of the objects subjective properties. The researcher is mostly likely working with the following objects
intelligence
central tendency
mean(average) median(middle) mode(most common)
dispersion
frequency, range, standard deviations (bell curve/variance the spread of the average)
standard deviation
a measure of variability that describes an average distance of every score from the mean. 2.1%,13.6%, 34.1%
nominal scale
a scale in which objects or individuals are assigned to categories that have no numerical properties
ordinal scale
a scale of measurement in which the measurement categories form a rank order along a continuum. You can report percent or the medium.
interval scale
a scale of measurement in which the intervals between numbers on the scale are all equal in size. It is typical to have a scale with 5 points and can have every point labeled
ratio scales
represent the highest form of measurement in that they have all the properties of interval scales with the additional attribute of representing absolute quantities; characterized by a meaningful absolute zero
Properties of scale measurements
assignment: assign to a group(male or female)
order: which store do you like better
distance between points: 5-point scale
origin: number of children
Reasons why a scale is more informative
-can gather more information
-people may be more likely to answer
-anything that is a constructs should be put on a scale i.e age or income due to sensitivity
survey research methods
research procedures for collecting large amounts of data using a question-and answer format.
Advantages to survey research methods
-accommodates large sample sizes
-generalizable to the target population
-easy to administer and record answers
-facilitates advanced statistical analysis
Disadvantages to survey research methods
-Questions that accurately measure variables can be difficult to develop
-In-depth data is difficult to obtain
-low response rates can be a problem
Sampling Error
Any type of bias in a survey study attributable to mistakes in either selection process of sampling units or determining size of sample
Non sampling error
errors that occur in research study for reasons other than sampling
Forms of non sampling errors
-Respondent errors
-Measurement/Questionnaire Design
-Incorrect Problem Definition
Characteristics of non sampling errors
-they tend to create systematic variation in the data
-They are controllable (result of human mishap in either design or survey execution)
-They cannot be directly measured, unlike sampling error
-they are interactive in nature
-one can lead to another (poorly worded question can lead to a respondent mistake)
You send out 300 mail surveys to a representative group of respondents. Of these, 175 fill out the survey and mail it back to you. You realize that those who responded were significantly more educated and had higher incomes than the general population. This is an illustration of:
a non response error
All of the following statements are true about nonsampling errors, EXCEPT:
such errors can be minimized by increasing sampling size
Types of Survey Research methods
-Person administered
-Telephone administered
-Self-administered
Advantages of Person-Administered Surveys
-adaptability: interviewer can explain complex questions and use visula aids
-Rapport
-Feedback
0Respinse quality
Disadvantages to Person-Administered Surveys
-Possible recording errors
-Interaction errors: interviewers may skip homes
-high expense
Ways respondents can read survey questions without assistance
-Internet
-Mail Survey
-Mail Panel
-Drop-off
Advantages of Self-Administered Surveys
-low cost per survey
-respondent is in control of how fast, when, where
-no interviewer-response bias
-anonymity in response
Disadvantages of self-administered surveys
-minimal flexibility
-high nonresponse rates
-potential response errors
-slow data
-lack of monitoring capability
3 characteristics when selecting a survey
-situational characteristics
-task characteristics
-respondent characteristics
Situational factors affecting choice
-budget
-completion time frame
-quality requirements: data completeness, data generalizability, data precision
Task Factors
-Amount of information
-stimuli needed
-topic sensitivity
Given the problem of topic sensitivity, which of the following activities are likely to be over-reported in a face-to-face interaction?
contributions to charity
Respondent characterisitics
diversity: degree to which respondents share characteristics
incidence rate: % of the general population that is the focus of the research
Respondent participation: respondent's ability and willingness to participate, and their knowledge
Causal research designs
-identify cause-and-effect relationships between variables
-A variable is an observable element or attribute of an item or event that can measured
Types of variables in experimental designs
-Independent variables: values manipulated by the researcher
-Dependent variables: measures of effect
-Control variables: conditions that make the design a true experiment
-Extraneous variables: uncontrolled, unmeasured variables that may affect dv
Conditions for cause-effect relationship
-temporal order between independent x and dependent y
-collection data confirm there is a meaningful association between x and y
-researchers must control for all other possible variables other than x that might cause a change in y
A marketing researcher is interested in examining the cause and effect relationship between advertising and sales increase. Which of the following is the most appropriate to address this research objective?
experiment
Marketing research process
-validity: did the research measure what it was intended to measure?
-reliability: are the research techniques free of errors?
-representativeness: is the group measured similar to the population
Validity
the extent to which the conclusions drawn from an experiment are true
Internal validity
are causal relationships accurately indentified?
external validity
results of experiment can be generalized to target
Experiment location: considerations
-Field experiments: realism and control, time frame, costs, competitive reactions
-Lab experiments: artificial environment, control-high internal validity, low external validity.
compared to lab experiments, field experiments are characterized by all of the following, EXCEPT:
field experiments are more controllable.
Sampling
the process of selecting a small number of elements from a larger defined target group of elements such that the information gathered from the small group will allow judgements to be made about the larger group
population
identifiable set of elements of interest to the researcher and pertinent to information
defined target population
the complete set of elements identified for investigation(precisely defined in terms of sampling units and time frame)
Sampling frame
list of all eligible sampling units
sampling units
target population elements available for selection during sampling process
sampling error
any type of bias that is attributable to mistakes i either drawing a sample or determining the sample size
nonsampling error
bias that occurs in a research study regardless of whether a sample or census is used, such as bias caused by measurement error, response error or coding errors
probability sampling
each sampling unit has known probability of being included in the sample
non probability sampling
probability of selecting each sampling unit is unknown
simple random sampling
every sampling unit is defined target population has known and equal change of being selected
systematic random sampling
list of sample, put in some order, select units according to skip interval
stratified radom sampling, cluster sampling
divide population into groups, then sample from each group
You are getting ready to survey the defined target population for your research study. You get the names of each and every person who meets the criteria for inclusion in the population and put all of the names in a hat. You then draw 25 names. What kind of sampling technique are you using?
Simple random sampling
Nonprobability sampling methods
judgment sampling
quota sampling
snowball sampling
Your project group has decided that you will conduct your surveys on campus, and each of you will survey the first 30 students who agree to participate in your survey. What type of sampling technique are you using?
Convenience sample
questionnaire
a formal framework consisting of a set of questions/scales designed to generate primary data
steps to designing a questionaire
1. confirm research objectives
2. select an appropriate data collection method
3. develop questions and scaling
4. determine layout and evaluate the questionnaire, including aesthetics
5. obtain inital client approval
6. pretest, revise and finalize questionaire
7. implement survey
unstructured questions
open-ended format where respondent replies in their own words
structured questions
closed ended format where respondent responds from a set of possible responses
considerations in questionnaire design
begin simple then progress into more difficult/personal
Which of the following questions most closely demonstrates an example of a leading question?
"Should the government impose an additional tax on liquor and deprive people the chance to enjoying an alcoholic beverage?"
On a survey, a student comes across a question that asks, "To what extent did you find marketing and accounting courses useful?" This question is (most closely) an example of a(n):
Double barreled question
"Do you live in a rented apartment? If not, please ignore question 10 and proceed." This is an example of a:
skip question
Asking questions in the general-to-specific order reduces the potential for sequence bias
True
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