Chapter 1-4 Flashcards
Cross-sectional research studies ________.
a.
A phenomenon at a particular point in time
b.
A phenomenon in different industries
c.
A phenomenon over a period of time
d.
A phenomenon in different countries
A census includes all the elements in a population.
a.True b.False
Which of these is a disadvantage of secondary data?
a.
It already exists
b.
Inexpensive
c.
Fast to obtain
d.
Addresses the topic differently
At what stage in the research process do ethics become unimportant?
a.
After access has been granted
b.
After data has been gathered
c.
After the data has been analyzed
d.
Never
4 ways that businesses collect data?
Transactional - Online and in-store
purchases
Online, phone, in-store
inquiries
Warehouse and shipping
manifests
Machine performance
Observational: Online Web visits and in-
store shopping trips
Competitor interactions
Click-through paths on Web
In-store customer service
interactions
Stock price valuations
Biometric measures (For
Example, neuromarketing,
FMRI, PET, eye tracking
Conversational: Surveys, online and in-
store intercepts
Call center interactions
In-store customer
service interactions
Web chat interactions
In-store checkout
Candidate interviews
Performance reviews
Exit interviews
Annual stockholder
meetings
Financial performance
presentations
Listening tours
Twitter posts
Facebook posts
(company site)
Blog activity
Other social media
posts or discussions
Internet Analytics: Keyword searches
Click analysis
Google+
Government/Regulatory Intelligence
Sources of government intelligence include speeches by elected officials, recordings of public proceedings, press releases, and agency websites.
Competitive Intelligence
the ability to gather, analyze, and use information collected on competitors, customers, and other market factors that contribute to a business’s competitive advantage.
Economic Intelligence
Sources of economic intelligence include literature searches and government reports.
Demographic Intelligence
Sources of demographic intelligence include syndicated studies, government reports, and business research.
Cultural/Social Intelligence
Sources of cultural and social intelligence include syndicated studies, public opinion organizations, business research, and government reports.
technological Intelligence
Sources of technological intelligence include patent filings, web sites, syndicated industry studies, presentations at conferences, literature searches, and clipping services.
The Research Process
- Clarify the research questions via exploration
- Design the research
- Collect and prepare data
- analyze and interpret data
- report insights and recommendations
Research vs Data Analytics
Research
Current-problem focused.
Collects new data.
Can infuse new with historical data.
Can answer “WHY.”
Data Analytics
Used to understand the past.
Looks for patterns in historical data.
Can’t answer “WHY.”
The Scientific Method
The scientific method is an empirical method for acquiring knowledge that has characterized the development of science since at least the 17th century. The scientific method involves careful observation coupled with rigorous scepticism, because cognitive assumptions can distort the interpretation of the observation
Types of Variables
Dependant: expected to be affected by the independent variable
Independent: expected to affect the dependent variable.
Moderating: Alternative I V; possible significant contributory effect on I V-D V
Control: Might influence the I V-D V, but effect is not at the core of the problem studied
Confounding: Alternative I V; unknown effect on I V-D V
Intervening: Theoretically might affect; effect can’t be determined
Language and Success of Research
We must attempt to measure concepts in a clear manner that others can understand. If concepts are not clearly conceptualized and measured, we will receive confusing answers.
The Role of Hypotheses
Guide the direction of the study
Identify relevant facts
Suggest the most appropriate research design
Provide framework for organizing resulting conclusions
Inductive Reasoning
Inductive reasoning is any of various methods of reasoning in which broad generalizations or principles are derived from a body of observations
Checklist for a Strong Hypothesis
Adequate
Testable
Better than rivals
Research design
the blueprint for fulfilling objectives and providing the insight to answer the management dilemma. There are many methods, techniques, procedures, and protocols possible
sampling design
to identify the target population and determine whether a sample or census is desired. A census is a count of all elements in a population. A sample is a group of cases, participants, events, or records that constitute a portion of the target population. The researcher must determine whether to choose a probability or nonprobability sample
pilot test
test weaknesses in the research design and the measurement instrument and protocols and to provide proxy data for selection of a probability sample