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Marketing Research Midterm
Covers qualitative research, experiment design, observation studies, and survey design and measurement
48
Marketing
Graduate
09/10/2014

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Term
Random Sampling Error
Definition
"unlucky" difference between sample value and true value. We assume sample n represents poulation N, but it may not. To reduce random error, increase sample size. With homogeneous populations, chance of random error is low.
Term
Systematic Error
Definition
aka bias or non-sampling error. Difference between info being sought and info obtained by process (due to survey design or execution)
Term
Types of systematic Error
Definition
Sample Design
+ Frame Error (phonebook doesn't include cell phone users
+ Pop. Spec. Error (choose city population when you need entire metro area)
+ Selection Error (not following sampling procedure)
Measurement Error
+ Surrogate Info Error (income bracket doesn't break into important groups)
+ Interviewer Error
+ Measurement Instrument Bias (confusing questionnaire
+ Processing Error (manual data entry)
+ Nonresponse bias
+ Response bias (respondents answer falsely)
Term
Survey Types
Definition
* Door-to-door interviews
* Executive interviews
* Mall-intercept interviews
* Telephone interviews
* Self-Administered questionnaires
* Mail Surveys
Term
Determination of survey method
Definition
* Sampling precision
* Budget
* Requirements for respondent reactions
* Quality of data
* Length of questionnaire
* Incidence rate
* Structure of questionnaire
* Time available to complete study
Term
Advantages & Disadvantages of Online Surveys
Definition
Advantages:
* Quick
* Cheap
* High response rate
* Can do longer surveys

Disadvantages:
* No way to probe for more information
* Hard to confirm validity of responses
Term
Process of Measurement
Definition
1) Identify concept of interest
2) Develop construct
3) Define concept constitutively
4) Define concept operationally
5) Develop a measurement scale
6) Evaluate reliability/validity of scale
Term
Constitutive definition
Definition
Dictionary definition. Relates one concept to others. Statment of the meaning of the central idea under study and establishes boundaries
Term
Operational definition
Definition
Statement of the observable characteristics of the concept that will be measured and the process for assigning a value to the concept
Term
How to test reliability
Definition
test-retest: test a second time under conditions as similar as possible to original conditions

equivalent form: two similar forms produce closely correlated results

split half (type of internal consistency reliability) - split survey in two and see how the results from the two correlate.
Term
Types of validity
Definition
Face: *seems* to measure what it should measure

Content: does scale provide adequate coverage?

Criterion-related:
+ Predictive: Ability to predict future level of a given criterion (e.g. SAT=future success in college)
+ Concurrent: ability to measure current levels (e.g. pregnancy test=you are currently pregnant)

Construct:
+ Convergent: 2 tests that claim to measure same concept have similar results
+ Discriminant: 2 tests that claim to measure opposite concepts have opposite results
Term
Scales: Graphic rating
Definition
scale with a graphic continuum, anchored by two extremes
Term
Scales: Itemized rating
Definition
scale with a limited number of ordered categories
Term
Scales: Paired comparison
Definition
measurement scale that asks the respondent to pick one of two objects in a set (Coke vs. Pepsi, etc.)
Term
Scales: Semantic differential
Definition
measurement scale that asks users to rate based on dichotomous words or phrases that can be used to describe the subject, calculates the mean. Ex. easy to use vs. difficult to use
Term
Scales: Stapel
Definition
one characteristic rated on a scale from +5 to -5
Term
Scales: Likert
Definition
measurement scale in which respondent marks level of agreement with a particular statement
Term
Scales: Purchase intent
Definition
scale used to measure a respondent's intention to buy or not buy a product
Term
Scales: Net promoter score (NPS)
Definition
Scale that measures likelihood to recommend
Term
Questionnaire Design: Dos
Definition
* Be brief
* Be clear
* Be grammatically simple
* Focus on a single topic/question (no double-barreled questions)
* Use respondents' core vocabulary
Term
Questionnaire Design: Don'ts
Definition
* Bias respondent
* Assume criteria that are not obvious
* Ask hypothetical questions
* Ask for specifics when only generalities can be remembered
Term
Questionnaire Flow
Definition
Screeners first; Easy questions to hard; demographics at the end
Term
Types of marketing research: Less well-defined research objectives to more well-defined research objectives
Definition
Exploratory (ex. qualitative)
Descriptive (ex. surveys)
Causal (ex. experiments)
Term
Incidence rate
Definition
Percentage of population that qualify as respondents
Term
Differences between qualitative and quantitative research
Definition
Qualitative research is not based on measurable statistics (quantitative is), focuses on subjective observations and analysis. Qualitative research is used when research objectives are not well defined, for concept testing.

Qualitative:
* Small sample size
* Probing questions
* Substantial information per respondent
* Requires interviewer with special skills
* Degree of replicability is low
* Researcher training is in soft sciences (e.g. psychology)
* For exploratory research

Quantitative:
* Large sample size
* Not as probing questions
* Limited information per respondent
* Interviewer need not have special skills
* Degree of replicability is high
* Researcher training is in hard sciences (e.g. statistics)
* For descriptive research
Term
Advantages to qualitative research
Definition
* qualitative studies are usually cheaper than quant studies
* excellent means of understanding in-depth motivations and feelings of consumers
* Can improve efficiency of qaunt. research
Term
Disadvantages to qualitative research
Definition
* Not statistically representative of population
* Cannot statistically measure attitudes and behaviors captured
* Cannot capture important but precise differences
* Anyone can claim to be an expert
Term
Qualitative methodologies
Definition
* Focus groups
* Depth interviews
* Hermeneutic research - interpretation through conversations (e.g. speech bubble cartoons)
* Delphi method - several rounds with experts
* Projective tests - technique for tapping respondents' deepest feelings by having them project feeling onto an unstructured situation
Term
Projective techniques
Definition
* Word association
* Analogy
* Personification
* Sentence/Story completion
* Cartoon tests
* Photo sorts
* Customer drawings
* Storytelling
* 3rd person technique
* Maison Haire shopping list
Term
Adv. and disadv. of focus groups
Definition
Pros:
* Candor of participants
* Generates fresh ideas and brainstorming
* Client can observe on site (provide immediate feedback)
* Can enhance other data collection methods
* Can be executed quickly

Cons:
* Expense
* Time
* High level of expertise needed
* Interpretation is subjective
* Often misused as representative of pop.
Term
Different approaches for observation
Definition
* natural vs. contrived
* open vs. disguised
* structured vs. unstructured
* human vs. machine
* direct vs. indirect (e.g. past behavior)
Term
Types of human observation studies
Definition
* Ethnographic research
* Mystery shoppers
* One-way mirror observation
* Audits (e.g. pantry audits, garbology)
* Shopper patterns/behavior
* Content analysis
Term
Types of machine observation studies
Definition
* Traffic counters
* Physiological measurement
* EEG
* Galvanic skin response
* Pupilometer
* Voice pitch analysis
* Opinion and behavior measurement
* People reader (measures where eyes track when looking at print ads)
* Rapid Analysis measurement (dial to measure opinion)
* GPS (measures exposure to outdoor advertising - billboards, buses, etc.)
* People meter - measures what tv audiences are watching
* Scanner-based research
* Laser scanners - which products purchased
* Behavior scan - shop with an ID card
* Infoscan - network of store scanners
Term
Advantages of observation compared with other types of research
Definition
* Quick data collection
* Avoids interviewer bias
* See what people actually do (as opposed to what they say they do)
Term
Disadvantages of observation compared with other types of research
Definition
* Researcher does no learn motives or demographics
* Time-consuming and expensive
Term
Three determinants of causality
Definition
If A cause B:
* concomitant variation (any change in A will cause change in B)
* temporal sequence (A changes before B)
* non-spurious association (no other explanation for B than A)
Term
Internal validity
Definition
Extent to which competing explanations for experimental results observed can be ruled out (higher in laboratory settings)
Term
External validity
Definition
Extent to which causal relationships measured in an experiment can be generalized to outside persons, settings, and time (higher in field settings
Term
Extraneous variables
Definition
factors one does not control but has to live with. For example:
* weather
* competition's actions
* economy
* societal trends
* political environment
Term
Field vs. lab experiments
Definition
Field - high in external validity, low in internal validity; creates realism of env, no control over spurious factors

Lab - Higher in internal validity, lower in external validity; easier to control vars, limited applicability to actual marketplace
Term
Threats to internal validity
Definition
* History
* Instrument variation
* Selection bias
* Mortality
* Testing effect
* Regression to mean
Term
Pre experimental designs
Definition
One shot: X O1

One group pretest - posttest: O1 X O2

Static group comparison:
X O1
O2
Term
True experimental designs
Definition
Before and After with Control:
(R) O1 X O2
(R) O3 O4

After Only with control:
(R) X O1
(R) O2

Solomon Four Group:
(R) O1 X O2
(R) O3 O4
(R) X O5
(R) O6
Term
Quasi experimental designs
Definition
Interrupted time-series:
O1 O2 O3 O4 X O5 O6 O7 O8

Multiple time series:
O1 O2 O3 O4 X O5 O6 O7 O8
O1 O2 O3 O4 O5 O6 O7 O8
Term
What problems do quasi-experiments solve?
Definition
No control over scheduling of treatments OR can't assign subjects to random groups
Term
Why aren't pre-experimental designs considered to be true experimental designs?
Definition
Offer little or no control over extraneous vars
Term
What makes true experimental designs better than pre- or quasi-experimental designs?
Definition
Use experimental and control group with randmization
Term
What are the 4 methods to control extraneous variables?
Definition
1) Randomization
2) Physical control
3) Design control
4) Statistical control
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