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Definition
| An Internet site where people can read and post messages devoted to a specific topic |
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| a text file placed on a user's computer in order to identify the user when she or he revisits the web site |
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| Focus groups conducted via the internet |
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Definition
| carefully selected group of consumers who agree to participate in an ongoing dialogue with a corporation |
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| unrestricted internet sample |
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Definition
| self-selected sample group consisting of anyone who wishes to complete an internet survey. |
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Definition
| Group of individuals who have agreed to receive invitations to do online surveys from a particular panel company such as eRewards or SSI. The panel company charges organizations doing surveys for access to the panel. Charges are usually so much per survey depending on survey length and the type of people being sought for the survey. The panel company controls all access to the members of its panel. |
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| open online panel recruitment |
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Definition
| any person with internet access can self-select to be in a research panel. |
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| closed online panel recruitment |
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Definition
| inviting only pre-validated individuals or those with shared known characteristics to enroll in a research panel |
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Term
| Interactive Marketing Research Organization (IMRO) |
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Definition
| Organization dedicated to the development, dissemination, and implementation of interactive marketing research concepts, practice, and information. |
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| systematic process of recording patterns of occurrences or behaviors without normally communicating with the people involved |
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| Process of monitoring people who know they are being watched |
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| Process of monitoring people who do not know they are being watched |
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| Researchers who sort through peoples garbage to analyze household consumption patterns |
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| study of human behavior in its natural context, involving observation of behavior and physical setting |
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| People who pose as consumers and shop at a company's own stores or those of its competitors to collect data about customer-employee interactions and to gather data; they may also compare prices, displays, and the like. |
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| one-way mirror observation |
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Definition
| practice of watching behaviors or activities from behind a one-way mirror |
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| examination and verification of the sales of a product |
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| machines used to measure vehicular flow over a particular stretch of roadway. |
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| electroencephalograph EEG |
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Definition
| Machine that measures electrical pulses on the scalp and generates a record of electrical activity in the brain. |
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| galvanic skin response GSR |
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Definition
| change in the electric resistance of the skin associated with activation responses; also called electro-dermal response |
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Definition
| machine that simultaneously records the respondents reading material and eye reactions |
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| device worn by people that measures the radio and tv programming to which the participant was exposed during the day |
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Definition
| scanner-based research system that can manipulate the marketing mix for household panels in geographically dispersed markets and then electronically track consumer purchases. |
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| infoscan custom store tracking |
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Definition
| scanner-based data system that collects information on consumer packaged goods. |
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| predictive customer intelligence |
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Definition
| modeling surfing patterns along with demographic and psychographic data to predict consumer behavior |
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Definition
| research approach in which one variable in manipulated and the effect on another variable is observed |
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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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Definition
| statistical relationship between two variables |
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| appropriate time order of occurrence |
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Definition
| change in an independent variable occurring before an observed change in the dependent variable |
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| elimination of other possible causal factors |
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Definition
| hard to prove that something else did not cause change in B. |
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Definition
| experiments conducted in a controlling setting |
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Definition
| tests conducted outside the laboratory in an actual environment, such as a marketplace |
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| Extent to which competing explanations for the experimental results observed can be ruled out. |
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Definition
| Extent to which causal relationships measured in an experiment can be generalized to outside persons, settings, and times. |
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Definition
| intervention, between the beginning and end of an experiment, of outside variables or events that might change the dependent variable. |
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Definition
| changes in subjects occurring during the experiment that are not related to the experiment but that affect subjects response to the treatment factor |
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Definition
| changes in measurement instruments (e.g. interviewers or observers) that might affect measurements. |
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| systematic differences between the test group and the control group due to a biased selection process. |
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| loss of test units or subjects during the course of an experiment, which may result in a nonrepresentativeness |
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| effect that is a by-product of the research process itself |
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Definition
| tendency of subjects with extreme behavior to move toward the average for that behavior during the course of an experiment |
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Definition
| random assignment of subjects to treatment conditions to ensure equal representation of subject characteristics |
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Definition
| holding constant the value or level of extraneous variables throughout the course of an experiment |
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Definition
| use of the experimental design to control extraneous causal factors |
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Definition
| adjusting for the effects of confounded variable by statistically adjusting the value of the dependent variable for each treatment condition |
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Definition
| test in which the researcher has control over and manipulates one or more independent variables |
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Definition
| independent variable that is manipulated in an experiment |
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| effect of the treatment variable on the dependent variable |
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Definition
| inclusion in a test of a group of respondents who are not normally there- for example , buyers from outside the test market who see an advertisement intended only for those in the test area and who enter the area to purchase the product being tested |
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Definition
| designs that offer little or no control over extraneous factors |
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| one-shot case study design |
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Definition
| 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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Definition
| pre-experimental design with pre and post measurements but no control group |
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Definition
| research using 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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Definition
| 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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Definition
| true experimental design that involves random assignment of subjects or test units to experimental and control groups, but no premeasurement of the dependent variable |
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Definition
| studies in which the researcher lacks 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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Definition
| research in which repeated measurements of an effect "interrupts" previous data patterns |
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| multiple time-series design |
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Definition
| an interrupted time-series design with a control group |
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Definition
| testing of a new product or some element of the marketing mix using an experimental or quasi-experimental design. |
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Definition
| 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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Definition
| guide, method, or command that tells a researcher what to do |
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Definition
| 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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| scales that partition data into mutually exclusive and collectively exhaustive categories |
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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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Definition
| scales that have the characteristics of interval scales, plus a meaningful zero point so that magnitudes can be compared arithmetically. |
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Definition
| degree to which measures are free from random error and, therefore, provide consistent data. |
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Definition
| 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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| lack of change in results from test to retest |
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| equivalent form reliability |
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Definition
| 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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Definition
| 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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Definition
| 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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Definition
| degree to which what the researcher was trying to measure was actually measured |
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| degree to which a measurement seems to measure what it is supposed to measure |
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Definition
| representativeness, or sampling adequacy, of content of the measurement instrument |
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| criterion-related validity |
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Definition
| degree to which a measurement instrument can predict a variable that is designed a criterion |
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Definition
| degree to which a future level of a criterion variable can be forecast by a current measurement scale |
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Definition
| degree to which another variable, measured at the same point in time as the variable of interest, can be predicted by the measurement instrument |
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Definition
| degree to which a measurement represents and logically connects, via the underlying theory, the observed phenomenon to the construct |
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| degree of correlation among different measurement instruments that purport to measure the same construct |
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| measure of the lack of association among constructs that are supposed to be different |
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Definition
| procedures for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in questions |
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Definition
| scales designed to measure only one attribute of a concept, respondent, or object. |
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Definition
| scales designed to measure several dimensions of a concept, respondent, or object |
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Definition
| measurement scales that include a graphic continuum, anchored by two extremes |
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Definition
| measurement scales in which the respondent selects an answer from a limited number of ordered categories |
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Definition
| measurement scales in which the respondent compares two or more items and ranks them. |
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Definition
| measurement scales in which one object, concept, or person in compared with another on a scale. |
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Definition
| a measurement scale employing a sophisticated form of rank ordering using card sorts |
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Definition
| measurement scales that ask the respondent to pick one of two objects in a set, based on some stated criteria. |
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Definition
| measurement scales that ask 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 scales |
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Definition
| measurement scales that examine the 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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Definition
| measurement scales that require 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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Definition
| measurement scales 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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Definition
| scales used to measure a respondents intention to buy or not to buy a product |
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Definition
| begins with a 10-point scale on likelihood to recommend. Next, the differences between promoters and dissuaders is computed |
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Definition
| measurement scales that have the same number of positive and negative categories |
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Definition
| measurement scales that are weighted toward one end or the other of the scale |
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Definition
| those consumer attitudes most closely related to preferences or to actual purchase decisions. |
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Definition
| set of questions designed to generate the data necessary to accomplish the objectives of the research project; also called (interview schedule or survey instrument) |
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Definition
| going through each questionnaire to ensure that skip patterns were followed and the required questions were filled out |
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| sequence in which questions are asked, based on respondents answer |
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Definition
| process of grouping and assigning numeric codes to the various responses to a question |
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| outline of the decision-making information sought through the questionnaire |
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| questions to which the respondent replies in her or his own words |
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Definition
| questions that require the respondent to choose from a list of answers |
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Definition
| closed-ended questions that ask the respondent to choose between two answers |
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| multiple-choice questions |
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Definition
| closed-ended questions that ask the respondent to choose among several answers; also called (multichotomous questions) |
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| scaled-response questions |
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Definition
| closed-ended questions in which the response choices are designed to capture the intensity of the respondents feeling. |
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Definition
| avoid ambiguous terminology, use reasonable, vernacular language adjusted to the target group, and ask only one question at a time. |
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Definition
| leading questions that give away the research goal or sponsor identity |
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| respondents question answering ability |
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Definition
| factors affecting this ability include lack of required information, forgetfulness, or incomplete recall ability |
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| respondents willingness to answer |
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Definition
| embarrassing, sensitive, or threatening questions or questions divergent from respondents self-image may cause them to refuse to answer |
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Definition
| questions used to identify appropriate respondents |
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Definition
| short encouraging statements to rebuild respondent interest |
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Definition
| pertain directly to the stated survey objectives or are screeners, interest generators, or required transitions |
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Definition
| managerial review and approval after questionnaire drafting to prevent false starts and expensive later redrafts |
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Definition
| trial run of questionnaire |
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Definition
| written directions to the field service firm on how to conduct the survey |
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| field management companies |
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Definition
| firms that provide such support services as questionnaire formatting, screener writing, and coordination of data collection |
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| questionnaire costs and profitability |
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Definition
| factors affecting costs and profits include overestimating, overbidding, incidence rate, roadblocks to completed interviews, and premature interview terminations |
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Definition
| process of obtaining information from a subset of a larger group |
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Definition
| entire group of people about whom information is needed; also called universe or population of interest |
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Definition
| collection of data obtained from or about every member of the population of interest |
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| subset of all the members of a population of interest |
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Definition
| list of population elements from which units to be sampled can be selected or a specified procedure for generating such a list |
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Definition
| method of generating lists of telephone numbers at random |
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Definition
| samples in which every element of the population has a known, nonzero likelihood of selection |
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Definition
| samples in which specific elements from the population have been selected in a nonrandom manner |
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Definition
| the identified and selected population subset for the survey, chosen because it represents the entire group |
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Definition
| a value that accurately portrays or typifies a factor of a complete population, such as average age or income. |
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| error that occurs because the sample selected is not perfectly representative of the population |
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| all error other than sampling error; also called measurement error |
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Definition
| probability sample selected by assigning a number to every element of the population and then using a table of random numbers to select elements for inclusion in the sample |
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Definition
| probability sampling in which the entire population is numbered and elements are selected using a skip interval |
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Definition
| probability sample that is forced to be more representative though simple random sampling of mutually exclusive and exhaustive subsets |
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Definition
| 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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Definition
| 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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Definition
| probability sample in which the sampling units are selected from a number of small geographic areas to reduce data collection costs |
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Definition
| Geographic areas selected for national or regional surveys in progressively smaller population units, such as counties, then residential blocks, then homes |
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Definition
| nonprobability samples based on using people who are easily accessible |
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Definition
| nonprobability samples in which the selection criteria are based on the researchers personal judgment about representativeness of the population under study |
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Definition
| nonprobability samples in which quotas, based on demographic or classification factors selected by the researcher, are established for population subgroups |
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Definition
| nonprobability samples in which additional respondents are selected based on referrals from initial respondents |
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Definition
| idea that a distribution of a large number of sample means or sample proportions will approximate a normal distribution, regardless of the distribution of the population from which they were drawn |
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Definition
| continuous distribution that is bell-shaped and symmetric about the mean; the mean, median, and mode are equal. |
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| proportional property of the normal distribution |
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Definition
| feature that the number of observations falling between the mean and a given number of standard deviations from the mean is the same for all normal distributions |
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| standard normal distribution |
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Definition
| normal distribution with a mean of zero and a standard deviation of one |
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Definition
| measure of dispersion calculated by subtracting the mean of the series from each value in a series, squaring each result, summing the results, dividing the sum by the number of items minus 1, and taking the square root of this value |
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Definition
| frequency distribution of all the elements of a population |
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Definition
| frequency distribution of all the elements of an individual sample |
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| sampling distribution of the mean |
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Definition
| theoretical frequency distribution of the means of all possible samples of a given size drawn from a particular population; it is normally distributed |
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| standard error of the mean |
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Definition
| standard deviation of a distribution of sample means |
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| particular estimate of a population value |
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Definition
| interval or range of values within which the true population value is estimated to fall |
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| probability that a particular interval will include the true population value; also called confidence coefficient |
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Definition
| interval that, at the specified confidence level, includes the true population value |
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| sampling distribution of the proportion |
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Definition
| relative frequency distribution of the sample proportions of many random samples of a given size drawn from a particular population; it is normally distributed |
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Definition
| amount of sampling error the researcher is willing to accept |
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| population standard deviation |
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Definition
| standard deviation of a variable for the entire population |
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Definition
| assumption that same elements are drawn independently |
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| finite population correction factor FPC |
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Definition
| adjustment to the required sample size that is made in cases where the sample is expected to be equal to 5% or more of the total population |
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Definition
| probability of not making a type II error |
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