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| answering questions with a certain slant that consciously or unconsciously misrepresent the truth |
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| sponsor favoritism- doing the survey just to help company(ex) |
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| response is dependent on how you feel about the interviewer. |
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| self-selection bias (nonresponse error) |
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| to choose no to survey for personal reasons |
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| fear/anxiety error (nonresponse error) |
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| fear and anxiety that personal info could fall into wrong hands |
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| invasion of privacy error (nonresponse error) |
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| don’t want people know about their personal lives |
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| random sampling error (beyond control) |
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| statistical fluctuation from chance variation in sample elements |
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| systematic error (within control) |
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| study design or execution flaws that result in unrepresentative sampling results |
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| those who do not respond for the following reasons |
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| when the researchers result lack detail and professionalism due to the following: |
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| examples of administrative error |
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| Interviewer cheating, data processing errors, failure to record returned surveys, failure to double-check that surveys contained every page |
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| Increase response rate and minimize error by conducting... |
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o Face to face interviews
o Telephone surveys
o Mail surveys
o Use administered online surveys |
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| Questions asked should be... |
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Reliable (consistent)
Valid (accurate)
Generalizable (achieved over time)
Scale sensitive |
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| Reduce sample error by... |
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| sums all of the scores divided by the number of respondents, can summarize metric (interval or ratio scaled) data |
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| the midpoint of scores ordered from lowest to highest can summarize ordinal scaled variables |
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| the value that occurs most often can summarize nominal or categorical data |
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| range, standard deviation, variance |
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| secondary data--internal sources |
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| accounting information, sales information, backorders, customer complaints |
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| secondary data--external sources |
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| government agencies, syndicated research services, trade and professional associations, custom research firms, books, newspapers, and periodicals, internet |
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| bibliographies or listings—suggest possible sources for further query |
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| contain numbers (ex. national governments create meaningful reports based on census data) |
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| list relevant information, Typically by national newspaper, type of business, or people by profession. |
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| online databases of professional publications |
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| Regression-type model building |
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| predictor variable are sued to explain on outcome variable eg. Estimate market potential, forcast sales, select new trade areas. |
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| Using sources to fact find |
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| Identifying consumption patterns, track trends, scan environment |
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| to refine search objectives or questions, provide raw material needed to create forecasting models or future sales/ revenues, confirm previous research results |
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| focus group (qualitative) |
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| in-person, online, definitive problem & question, script |
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| non-directed conversation, conversational, summary statements |
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| themetic apprehension (projective technique) |
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| focus on picture interpretation—concoct story based on picture |
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| "between subjects" experimental design |
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| each group is exposed to a single treatment |
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| "within subjects" experimental design |
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| groups are exposed to both treatments to distinguish difference |
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| causal experimental design |
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o Temporal ordering (treatment and dependent variables)
o Concomitant variation
o Control for spurious variables (internal validity) |
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| outside of environment influences |
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| Long surveys become exhausting |
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| Using different scales within experiment( poor experiementation) |
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| not yourself when being watched |
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| Respondents know what you are testing |
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| Check for omissions, ambiguities, inconsistencies, improper recording |
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| similar results among “coders” evaluating work |
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| control for missing responses (pairwise, listwise) |
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strength and direction; ranges from -1 to 1
**R can never be 1 because there will always be error |
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correlation: Use T to determine if R is significant
linear multiple regression: Use T to determine if B is significant |
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| linear multiple regression |
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Measures how our variables relate to our dependent variable
Importance of R2 and F |
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| Beta (Linear Multiple Regression) |
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| Beta tells us direction and strength; ranges from -1 to 1 |
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| F value (Linear Multiple Regression) |
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*F significant when significance of F is <.05
*F has to be above 0 (if it is then it is significant in order to test hypothesis)
*F is more important than R2 |
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| R2 (Linear Multiple Regression) |
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| shared variance ranges from 0-1. “how much variance of our model can be explained by the dependent variable?” |
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| One-way Analysis of Variance (ANOVA): |
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examine mean differences among three or more independent groups
**ratio or interval-scaled variable |
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| determine how consumers value the different components of a good or service (weighted) |
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| Exploratory Factor analysis |
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| identify a reduced number of factors from a larger pool of measures (reliability, validity) |
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| map objects based on respondent perceptions of specific attributes or object similarities |
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| assign people or objects to groups so that intra-group similarity and inter-group dissimilarity are maximized |
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| determine which characteristics discriminate between two or more naturally occurring groups—seek to predict group membership |
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| predict possibility of an event (binary response) |
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| independent samples T-test |
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| examine the mean differences between two independent groups |
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| examine mean differences between two non-independent groups |
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used to test hypothesis (accept or decline)
T>1.96 = significant at .05 level
T>2.58 = significant at .01 level |
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| there is no significance, no difference between the 2 groups. |
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| Increasing sample size --> |
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| How do we increase F value to make model more significant? |
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| Throw away bad betas (variables with bad beta values) |
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i. Degree to which measures are free from random error
ii. Repeatability of a measure (test/retest, split half, alternative-forms, factor analysis, coder consistency)
*random and systematic error components |
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degree to which a scale is measuring what its intended to measure
*Content (face), predictive (criterion), convergent
*Discriminant, nonlogical |
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| Word association (projective technique) |
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(focuses on response time)
respondent are asked to reply to a series of words or statement with the first words that come to mind
(+) requires short answers
(-) May be onerous for respondents |
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| Sentence completion (projective technique) |
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focus on word combinations
No hints are provided about appropriate responses |
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| Third person role playing (projective technique) |
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( focuses on projective answer to a third person)
Either third person is someone else or the respondent
(-) responses aren’t seriously considered, social desirability bias may surface |
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| SPSS--Analyze paired samples |
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• Paired samples
1) independent samples t-test
2) cross sectional
o Grouping variable eg: gender
o Then define groups |
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| result when buyers compare prices using a reference--response is weighted towards "anchor" or reference |
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role of expectations; excited by surprising rewards!
dopamine feedback system: unconscious ability to make split second decisions |
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Emotional & Rational Brain
(how we decide) |
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Decision-making is linked to both sides
*simple problems require reason
*hard decisions require most "emotion" |
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emotional intelligence
(how we decide) |
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best deciders
(how we decide) |
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*United Airlines pilots used rational thought to fly the plane via the thrusters when hydraulics failed
*Lt. Commander intuitively recognized difference in radar blip between A-6 bomber and enemy missile |
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mirror neurons
(how we decide) |
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| emotionally connected to the outcomes of our decisions |
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Framing=perception
*framing of question often changes people's responses |
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Emotional Brain
(how we decide) |
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*cannot deal with randomness
*flaw: programmed to avoid loss "bad stronger than good"
*favor short-term reward over long-term cost |
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Logical Brain
(how we decide) |
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may have opposing viewpoints to emotional impulses
*can only deal with small chunks of data
*can't ignore irrelevant information
*tired brain gives into emotion
*can make illogical decisions |
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