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Marketing Research
Final Exam
52
Marketing
Undergraduate 4
06/29/2010

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Cards

Term
How do you calculate sample size using the confidence interval approach (you must know the formula and how to perform the calculations)?
Definition
Sample error % = 1.96 X Square root of (p*q)/n
Term
Cost basis approach- And problems associated
Definition
using cost as the sole determinant of sample size. May seem wise, but it is not because marketing research is an investment not a cost.
Term
Quota sample-
Definition
the researcher identifies quota characteristics such as demographic or product use factors and uses these to set up quotas for each class of respondent.
Term
Referral (snowball) samples
Definition
respondents are asked for the names or identities of others like themselves who might qualify to take part in the survey.
Term
Purposive (judgment) samples
Definition
the researcher uses personal judgement or that of some other knowledgeable  person to identify who will be in the sample. Subjectivity and convenience enter here. Certain member of the population will have a smaller chance of selection than will others.
Term
Convenience samples 
Definition
are samples drawn at the convenience of the interviewer. 
Term
Weighted mean 
Definition
takes into consideration the sizes of the strata relative to the total population size and applies those proportions to the strata’s mans. Mean of the population=(meanA)(proportionA)+(meanB)(proportionB)
Term
Disproportionate stratified sampling
Definition
 uses the stratum relative variability, rather than the relative size, as a factor in deciding stratum sample size. A weighted formula needs to be used because the strata sizes do not reflect their relative proportions in the sample.
Term
Nonprobability samples 
Definition
are those where the chances(probability) of selecting members from the population into the sample are unknown
Term
Probability samples
Definition
are those in which members of the population have a known chance(probability) of being selected into the sample.
Term
Sample frame error 
Definition
is the degree to which the sample frame fails to account for all of the population.
Term
Sample frame 
Definition
is a master list of all the sample units in the population
Term
Sampling error 
Definition
is any error in a survey due to the fact that a sample is used and is caused by two factors.
Term
Census
Definition
requires information from everyone in the population
Term
Sample unit 
Definition
pertains to the basic level of investigation
Term
Sample 
Definition
is a subset of the population that suitably represents the entire group
Term
Population
Definition
is the entire group under study as defined by research objectives.
Term
What are types of online sampling?
Definition
Random online intercept, invitation online, and online panel sampling.
Term
What are the major probability sampling methods? 
Definition
Simple random, systematic, cluster, and stratified sampling.
Term
What are the major nonprobability sampling methods? 
Definition
Convenience, purposive, referral, and quota sampling
Term
What are the differences between nonprobability sampling and probability sampling? 
Definition
With probability sampling, the chances are “known”, but with nonprobability sampling, they are “unknown”
Term
Confidentiality
Definition
means that the respondent is not to be identified to a client or any other third party.
Term
Anonymity 
Definition
 means the respondent is never identified by the data collected.
Term
Classification questions
Definition
almost always include demographic question, and are used to classify respondents into various groups for purposes of analysis.
Term
Pretest 
Definition
 is a dry run of a questionnaire to find and repair difficulties that respondents encounter while take the survey. It is tested on a small representative sample.
Term
What are the goals of a questionnaire? 
Definition

1. Translate the research objective into specific questions that are asked of the respondents

2. Standardize those questions and the response categories so every participant responds to identical stimuli

3. Foster cooperation and keeps the respondents motivated throughout the interview

4. Serve as enduring records of the research

5. Speed up the process of data analysis

6. Contain the information on which reliability assessments may be made

Term
Halo effect(switching the positive and negative ends on a response scale) 
Definition
is a general feeling about a store or brand that can bias a respondent’s impressions of its specific properties
Term
Semantic differential scale
Definition
is a specialized scaled-response question format that has sprung directly from the problem of translating a person’s qualitative judgements into metric estimates. The semantic differential scale is a good way to measure a brand, company, or store image.
Term
Likert scale
Definition
format measures intensity of agreement or disagreement.
Term
Validity
Definition
 is the accuracy/truthfulness of a response. It is an assessment of the exactness of the measurement relative to what actually exists.
Term
Reliable measures 
Definition
obtain identical or very similar responses from the same responses. If a question elicits wildly different answers from the same person, and you know that the circumstances have not changed between administrations of the question, there is something very wrong with the question. It is unreliable
Term
Incidence rate
Definition
the percentage of the population that possesses some characteristic necessary to be included in the survey, affects the data-collection mode decision
Term
Self-selection bias 
Definition
 means respondents who return surveys by mail may differ from the original sample
Term
Nonresponse
Definition
is a major problem with mail surveys in which questionnaires that are not returned
Term
What does the choice of surveys methods depend on?
Definition
selecting a data-collection method, the researcher balances quality against cost, time, and other special considerations.
Term
Good mail return rate 
Definition
15-20%
Term
The most commonly used survey method
Definition
the internet
Term
Ethnographic research
Definition
a technique borrowed from a anthropology, is a detailed descriptive study of a group and its behavior, characteristics, culture, and son on. Ethno means “people” and graphy mean “to describe
Term
Observation methods-
Definition
the researcher relies on observation rather than on communication in order to obtain information.
Term
-Word association test
Definition
involves reading words to a respondent, who then answers with the first word that comes to mind.
Term
Sentence completion test-
Definition
respondents are given incomplete sentences and asked to complete them in their own words. The researcher then inspects these sentences to identify themes or concepts.
Term
-Role playing
Definition
activity, participants are asked to pretend they are a “third person,” such as a friend or neighbor, and to describe how they would act in a certain situation or react to a specific statement. By reviewing their comments, the researcher can spot latent reactions, positive or negative, conjured up the by the situation.
Term
-Balloon test
Definition
is a line drawing with an empty “ballon” above the head of one of the figures. Subjects are instructed to write in the ballon what the figure is saying or thinking. The researcher then examines these responses to find out how subjects feel about the situation depicted in the cartoon.
Term
Picture test
Definition
gives participants a picture and are instructed to describe their reactions by writing a short story about it.
Term
Projective techniques
Definition
 involve situations in which participants undergo(are projected into) simulated activities in the hope that they will divulge things about themselves that they might not reveal under direct questioning. Projective techniques are appropriate in situations in which the researcher is convinced that the respondents will be hesitant to relate their true opinions.
Term
Projective techniques
Definition
Picture test, balloon test, role playing, sentence completion test, word association test
Term
Protocol analysis 
Definition
 places people in a decision-making situation and asks them to verbalize everything they considered.
Term
Depth interviews 
Definition
 is defined as a set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why the subject behaves in a certain way.
Term
Focus group moderator
Definition
ensures the discussion is “focused” on some general area of interest.
Term
Focus groups 
Definition
 (6-12 is the optimal number for a focus group) are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.
Term
Qualitative research 
Definition
involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and statements are in a qualitative or non-standardized form.
Term
Quantitative research 
Definition
is defined as research involving the use of structured questions in which the response options have been predetermined and a large number of respondents are involved.
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